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Meet Erin Mahoney, a trailblazing entrepreneur who's redefining what it means to be a female business owner in the historically male-dominated roofing industry. As founder of The Roofer in Columbus, Ohio, Erin's journey from addiction to successful business ownership offers a powerful blueprint for resilience and determination in the face of seemingly insurmountable obstacles.

Throughout our conversation, Erin candidly shares the challenges she's encountered as one of the mere 4.6% of women in the roofing field. Rather than letting gender bias defeat her, she turned knowledge into her superpower, pursuing extensive training and mastering hands-on skills that many of her male counterparts lacked. "I had to know way more than the boys had to know," she explains, revealing how she transformed potential disadvantages into her competitive edge.

What truly sets Erin's story apart is how she navigated the darker chapters of her entrepreneurial journey. When a former employer registered her trademarked business name to block her progress, Erin found herself at a crossroads – retaliate or respond with grace. Drawing on principles learned through four years of sobriety and recovery, she chose the harder but ultimately more powerful path forward. "I know there's no peace in retaliation," she reflects, "but I also know I have a voice for a reason, and I'm done being silenced."

The parallels between Erin's recovery journey and her business challenges reveal profound insights about personal transformation. Her description of rebuilding herself after addiction resonates universally: "When you feel like you're just broken and all the pieces are laying on the ground... the cool part is you get to pick them up and form them into a foundational structure that is not breakable, and you can leave pieces on the ground that don't serve you anymore."

Erin's story isn't just about roofing – it's about finding purpose through adversity, transforming trauma into strength, and creating space for authenticity in environments that resist change. Her pink truck isn't just a marketing gimmick; it's a bold statement about claiming space in an industry that wasn't designed for women, yet desperately needs their perspective and talent.

Ready to be inspired by raw honesty and unwavering determination? Listen to Erin's full story and discover what happens when recovery principles meet entrepreneurial spirit – creating a foundation stronger than any roof she's ever built.

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The fear of making a decision runs deep in our psychology—whether you're contemplating a $20,000 HVAC system or taking your first step toward sobriety. As someone who's walked both paths, I've discovered that sales objections and recovery hesitations share remarkable similarities.

When customers say "I need to think about it" or "I should check with my spouse first," they're often masking deeper fears. Just like someone struggling with addiction who wonders "Where will the fun go if I get sober?" or "What if I can't stick with it?" The underlying message is the same: change is terrifying. Most fascinatingly, refusing to make a decision is itself a decision—specifically, a choice to stay exactly where you are.

The key insight I've gained from both worlds is that pushing people never works. Whether you're selling HVAC systems or supporting someone's recovery journey, authenticity and honest communication create trust, while pressure tactics destroy it. People have an uncanny ability to sense when you're being incongruent or manipulative. That's why taking a genuine interest in their concerns, practicing active listening, and offering solutions rather than sales pitches creates better outcomes for everyone involved.

Your success, whether in business or in supporting others through life transitions, depends on understanding that people make decisions for their reasons, not yours. By validating concerns without judgment, asking thoughtful questions, and creating space for autonomous decision-making, you help others navigate change in a way that respects their journey. This approach not only leads to better business outcomes but also more meaningful human connections.

Have you noticed this pattern in your own life? How might approaching difficult conversations with more curiosity and less pressure change your relationships—both professional and personal? I'd love to hear your experiences.

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Forget everything you thought you knew about marketing in the home services industry. In this eye-opening conversation, Ryan Chute, partner at Wizard of Ads, shatters conventional wisdom about lead generation and reveals the three essential components of effective marketing strategy that most businesses entirely miss.

Ryan breaks down why your marketing efforts must go beyond simple lead generation tactics to create meaningful customer relationships. Through vivid analogies and practical insights, he explains how brand activation, sales activation, and prospect portals work together to make your business the obvious choice when customers need your services. It's not about being the cheapest or having the most reviews – it's about creating emotional connections that position your business as the trustworthy solution.

The psychology behind customer decision-making takes center stage as Ryan reveals why empathy must precede competence in every customer interaction. He introduces the concept of "tantric selling" – a patient approach to sales that meets customers where they are financially and emotionally in today's uncertain economic climate. This strategy recognizes that breaking the first seal of trust is more important than immediately pushing for maximum ticket size.

Perhaps most valuable is Ryan's breakdown of how to structure pricing presentations that tell a compelling story, positioning financing prominently rather than as an afterthought. He explains why your operations must support your marketing promises, why tension can be beneficial while friction destroys momentum, and how to build what he calls a "marketing mansion" in customers' minds instead of just dumping a pile of undifferentiated bricks like your competitors.

Ready to transform your approach to marketing and sales? Listen now and discover why, as David Packard said, "Marketing is far too important to be left to the marketing department."

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In this episode of the Successful Life Podcast, host Corey Berrier addresses common misconceptions technicians have about sales, emphasizing that technicians can also be effective salespeople. Corey highlights the importance of ethical sales and customer education, delivering value-driven suggestions without appearing pushy. He offers practical advice on how to build trust and establish rapport with customers, overcome objections, and handle common challenges in sales situations. Through real-world examples, Corey demonstrates that good service alone isn't enough; technicians must adopt a sales mindset on every service call to truly help customers and succeed in their careers.

00:00 Introduction to the Podcast
00:12 Technicians and Sales: A Common Misconception
03:11 The Role of Ethical Sales
04:53 Educating Customers: The Key to Sales
07:05 Overcoming Common Sales Objections
09:03 Building Trust and Providing Value
12:19 The Importance of Role-Playing
15:49 Guiding Customers to Make Decisions
19:26 The Power of Transparency and Trust
31:32 Conclusion and Final Thoughts

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Every service call is more than just a technical task—it's an opportunity to build or break customer trust. Successful service professionals understand that customers judge them from the moment they arrive until the final handshake, with countless small interactions determining whether they'll become loyal clients or one-time customers.

The difference between average and exceptional service often comes down to twenty fundamental practices that any technician can implement immediately. Arriving punctually (or communicating delays promptly) demonstrates respect for customers' time. Professional appearance—clean uniforms, proper identification, and well-maintained vehicles—creates confidence before you speak a word. Clear communication without confusing jargon ensures customers understand what's happening in their homes. Active listening validates customer concerns while often revealing crucial diagnostic information.

Respecting property through simple actions like wearing shoe covers and using drop cloths shows you value their most significant investment. Price transparency eliminates surprises and builds trust. A friendly demeanor diffuses tense situations, particularly during uncomfortable breakdowns. Follow-up communication demonstrates ongoing care beyond the transaction.

These aren't complex sales tactics or psychological manipulation—they're straightforward expressions of respect, communication, and professionalism. When consistently applied, they transform ordinary service calls into relationship-building opportunities that generate referrals and repeat business. The most successful technicians understand that technical competence gets you in the door, but these interpersonal skills keep you coming back.

Whether you're a seasoned professional or just starting your career, mastering these twenty customer service fundamentals will differentiate you from competitors and create the loyal customer base every service business needs to thrive. Your technical skills may solve today's problem, but your approach to customer care determines whether they'll call you for tomorrow's.

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What separates successful HVAC service technicians from those who struggle? The answer goes far beyond technical skills.

Diving deep into the industry's most challenging pitfalls, this episode reveals the fifteen critical reasons why service technicians fail—and how these failures impact everyone involved. From the deceptively simple matter of technical knowledge to the often-overlooked importance of professional appearance, each factor creates a ripple effect that can make or break careers.

We explore real-world examples that demonstrate how even small mistakes—like failing to document a repair or neglecting to explain the urgency of a replacement part—can lead to significant consequences. A technician who can't clearly communicate why a capacitor needs replacing isn't just missing a sale; they're setting up their customer for a future emergency repair that could have been prevented.

Beyond the technical aspects, we examine the human elements that determine success: time management that respects customers' schedules, documentation that protects everyone involved, and the professional conduct that builds lasting trust. We acknowledge the challenges of role-playing communication scenarios (yes, most technicians hate it!) while emphasizing how critical these skills become in the field.

Whether you're a service technician looking to advance your career or a business owner wanting to build a stronger team, this episode provides actionable insights into the behaviors and practices that lead to sustainable success. Remember—when you consistently do the next right thing, you're not just securing your own future; you're elevating the standard for your entire team and industry.

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Leadership failures cost trades businesses hundreds of thousands of dollars every year through invisible expenses that never appear on balance sheets. When your leadership team lacks clear vision, transparent communication, and consistent accountability, the ripple effects damage everything from customer satisfaction to employee retention.

Corey Berrier draws from years of industry experience to expose the 15 critical reasons leadership teams fail in HVAC, plumbing, electrical, and other skilled trades companies. He reveals how seemingly minor leadership shortcomings create major business problems—like how failing to enforce standards equally among high and low performers creates harmful inconsistency throughout your organization.

The financial implications are staggering. A bad hire costs approximately 50% of their annual salary when factoring in training resources, lost customer opportunities, and replacement expenses. For a company with 50 technicians cycling through just 10 poor hires annually, that represents a hidden $500,000 drain on profitability.

Beyond hiring practices, modern leadership requires embracing technological advancements that improve efficiency. Companies resistant to implementing effective CRM systems, digital tools, or service management software find themselves steadily losing market share to competitors whose teams can handle more service calls with greater ease and accuracy.

Perhaps most importantly, leadership directly shapes company culture. The best trades businesses have created environments so positive that they have potential employees lining up to join them, eliminating recruitment struggles entirely. Meanwhile, companies with toxic cultures perpetually struggle with turnover, underperformance, and customer complaints.

Ready to transform your leadership approach and unlock your business's true potential? This episode provides actionable strategies that drive profitability while creating a healthier workplace. When you serve your employees effectively, they'll naturally serve your customers exceptionally—creating sustainable growth and success.

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In this episode of the Successful Life podcast, host Corey Berrier welcomes Todd Liles, founder of Service Excellence. Todd shares his remarkable journey, from his teenage years working in the trades, to becoming an influential figure in business consulting, coaching, and counseling for tradespeople. He delves into the distinctions between coaching, consulting, and counseling, and their unique impacts on businesses. Todd also recounts his early career challenges and successes, emphasizing the importance of building customer relationships and proactive mentoring in business growth. From personal anecdotes to professional advice, this episode is a treasure trove of insights for anyone looking to excel in the trades and business landscape.

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