Growing up in a family-owned HVAC and plumbing business, Crystal Williams has seen firsthand how the trades evolve and how businesses must adapt to thrive. Now, as the Founder and Creative Strategist at Lemon Seed Marketing, she helps blue collar businesses develop powerful branding strategies, drive employee engagement, and create company cultures that attract top talent.

In this episode, Crystal shares:

• The mindset shift needed to modernize a family business.
• How investing in branding and culture transformed her company into a multi-location powerhouse.
• Why making tough personnel decisions can be the key to long-term success.
• The hidden hiring goldmine that most trades businesses ignore (hint: it’s 50% of the population!).

If you're looking for actionable insights on leadership, marketing, and growth in the skilled trades, this episode is a must-listen!

Check Out Lemon Seed Marketing: https://www.lemonseedmarketing.com/

Follow Crystal: https://www.linkedin.com/in/crystal-williams-35835b114/

🎯 Mention this episode for $500 off an audit from Lemon Seed Marketing!

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In this conversation, Greg Cayea, CEO & Founder at FunnelPros, shares his journey from being a Guinness World Record holder to becoming an expert in funnel building and automation for the home services industry.

He discusses the challenges faced by contractors in marketing, the importance of integrating AI into their systems, and the future trends in automation. Greg emphasizes the need for a robust backend system and effective advertising strategies to grow a business, while also highlighting the significance of understanding technology to solve real problems.

Takeaways

• The journey into funnel building began with a passion for automation.
• Rube Goldberg machines serve as a metaphor for effective funnels.
• Home service companies often struggle with customer recognition and engagement.
• AI can enhance customer service and scheduling in home services.
• Effective advertising is crucial for generating leads in the home service industry.
• A robust backend system is essential for nurturing leads and existing customers.
• Future trends indicate a shift towards AI agents in business processes.
• Understanding technology is key to leveraging automation tools effectively.

Chapters

03:03 The Genesis of Funnel Building and Automation

05:56 Understanding Rube Goldberg Machines and Their Relevance

08:56 Challenges in Home Services Marketing

11:45 The Role of AI in Home Service Automation

14:49 Integrating New Leads into the System

17:59 Advertising Strategies for Home Service Contractors

20:50 Future Trends in Automation and AI

Connect With Greg:

Website: https://funnelpros.ai/

LinkedIn: https://www.linkedin.com/in/gcayea/

Support Titans of the Trades:

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In this conversation, Christie Hoffman, Founder of Engagement Academy, dives into the intricacies of workplace culture, employee engagement, and the critical role of leadership in fostering a positive work environment.

Christie shares her journey of discovering the systemic issues that plague organizations and emphasizes the importance of understanding employee feedback as a pathway to growth. She discusses the challenges of burnout in blue collar jobs and the necessity for managers to develop empathy and soft skills to support their teams effectively.

Ryan and Christie talk about the need for ongoing training for managers to enhance their leadership capabilities and improve overall employee satisfaction. They discuss the critical importance of employee engagement in the trades, exploring how companies can measure the ROI of engagement initiatives.

They also dig into generational shifts in the workforce, particularly focusing on the unique needs and expectations of Gen Z. The discussion emphasizes the necessity of effective communication, intentional leadership, and the establishment of strong company values to foster a positive work environment and enhance employee satisfaction.

Takeaways

• Employee feedback is crucial for organizational success.
• Engagement surveys should be an ongoing process, not a one-time event.
• Managers need training in empathy and soft skills.
• Creating psychological safety is essential for open communication.
• Investing in manager training leads to better employee outcomes.
• Understanding individual employee situations can improve performance.
• Feedback loops help identify and address workplace issues.
• A culture of trust enhances employee engagement and retention. Investing in employee engagement yields tangible results.
• Companies must prioritize engagement to remain competitive.
• Generational differences impact employee expectations and engagement strategies.
• Gamification can enhance engagement, especially for Gen Z.
• Intentionality in leadership can transform company culture.
• Understanding employee needs leads to better retention and satisfaction.

Chapters

00:00 The Journey to Workplace Culture Expertise

03:10 Understanding Employee Engagement and Feedback

05:59 Combatting Burnout in Blue Collar Jobs

11:58 The Role of Managers in Employee Well-Being

17:55 Investing in Manager Training for Better Outcomes

22:23 Measuring Employee Engagement ROI

25:10 The Importance of Employee Engagement

27:50 Generational Shifts in Workforce Engagement

30:40 Understanding Different Generational Needs

36:24 The Role of Communication in Engagement

39:19 Intentional Leadership and Company Values

Connect With Christie:

Website: https://www.engagementacademy.co/

LinkedIn: https://www.linkedin.com/in/christiehoffman/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

What does it really mean to be an employer of choice in the trades?

In this 100th episode celebration, host Ryan Englin goes solo to unveil the CHOICE Framework, a step-by-step blueprint for building a company where top talent wants to work and stay.

Discover the six pillars that will transform your workplace:

• Clear Vision, Values, and Purpose
• High-Trust Leadership
• Opportunities for Growth
• Industry-Leading Reputation
• Competitive Pay and Stability
• Engaged Workforce

Packed with real-life examples and actionable takeaways, this milestone episode sets the stage for a new series of solo deep dives into each CHOICE element. Whether you're a contractor, trades leader, or business owner, this is the episode that will reshape how you hire, retain, and lead.

Don’t miss what’s next - subscribe and follow Titans of the Trades.

Highlighted Episodes:

• Episode 1: Adam Witty, CEO of Forbes Books, “3 Fallacies That Hold Back Your Recruiting Efforts”
• Episode 73: Jim Bush, CEO of Weather Shield Roofing Systems, “12 Laws of a Great Workplace”
• Episode 77: Matt Ebert, CEO of Crash Champions, “Building an Empire: From 8 to Nearly 650 Locations”
• Episode 87: Chad Prinkey, Founder and CEO of Well Built Construction Consulting, “Overcoming the Valley of Death in Business”
• Episode 60: Richard Hart, Founder of Hart’s Plumbing and Heating, “The Power of an Apprentice Academy”
• Episode 16: Jennifer Wilkerson, VP of Innovations and Advancements at NCCER , “Overcoming the Labor Shortage”
• Episode 17: Josh Zolin, CEO of Windy City Equipment Service, “Attracting The Next Generation With A Better Story”
• Episode 93: Roger Wakefield, Founder of RogerWakefield.com, “The Journey of a Blue Collar Influencer”
• Episode 94: Mat Gates, President of Erickson-Hall Construction, “From Employee to Owner: The ESOP Journey”
• Episode 21: Ryan Schmitt, CEO of Petticoat-Schmitt, “Petticoat-Schmitt Client Case Study”
• Episode 62: Levi Torres, President of High 5 Plumbing, “The Best Way to Grow Your Team”
• Episode 85: Don Magruder, CEO at RoMac Building Supply, “Tackling the Labor Crisis in Construction”

Connect With Ryan

Website: https://corematters.com/

LinkedIn: https://www.linkedin.com/in/ryanenglin/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

In this conversation, Didi Azaria, a serial entrepreneur and the CEO of Workiz, shares his insights on entrepreneurship, emphasizing the importance of execution over product, common mistakes in pricing, and the significance of employee relationships.

He discusses strategies for business growth, the role of AI in enhancing operational efficiency, and how to choose the right software solutions for contractors. Didi highlights the need for businesses to adapt to the changing landscape, particularly with the rise of AI, while maintaining a focus on human skills and relationships.

Takeaways

• Execution is more important than the product itself.
• Understanding pricing is crucial for business success.
• Maintaining good relationships with employees enhances productivity.
• A multi-location strategy can drive business growth.
• Choosing the right software is essential for operational efficiency.
• AI can amplify business processes without replacing human roles.
• Investing in quality software is better than opting for the cheapest option.
• AI should be viewed as a tool to support teams, not replace them.
• Successful businesses adapt to technological advancements like AI.
• Training and human skills are vital in the evolving business landscape.

Chapters

02:26 Key Insights for Entrepreneurs

03:50 Common Mistakes in Pricing and Margins

06:35 The Importance of Employee Relationships

07:51 Strategies for Business Growth

10:00 Choosing the Right Software Solutions

13:38 The Role of AI in Business Operations

21:37 Resources

Connect With Didi:

Website: https://www.workiz.com/

LinkedIn: https://www.linkedin.com/in/adiazaria/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

In this conversation, Doug Donovan, CEO of Interplay Learning, discusses the mission and impact of the company dedicated to enhancing training for skilled trades through innovative technology. He highlights the importance of engaging and effective learning methods, the challenges of adopting digital training, and shares success stories from companies that have implemented their solutions.

Doug also emphasizes the future of training in the trades, particularly the role of AI and digital tools in shaping the learning experience.

Takeaways

• Interplay Learning focuses on providing training for overlooked skilled trades.
• Engaging and effective learning methods are crucial for skill development.
• Job shadowing is effective but does not scale well.
• Technology can mimic effective mentoring at scale.
• Retention improves significantly with investment in employee training.
• Digital-first approaches are essential for recruiting younger workers.
• AI and simulations will revolutionize training in the trades.
• The effectiveness of online learning in trades will surpass traditional methods.
• Investing in people is key to retaining talent in the skilled trades.

Chapters

02:57 The Evolution of Training in Skilled Trades

06:08 Technology's Role in Skill Development

09:07 Challenges in Adopting Digital Training

12:07 Case Studies and Success Stories

14:59 The Future of Training in the Trades

Connect With Doug:

Website: https://www.interplaylearning.com/

LinkedIn: https://www.linkedin.com/in/doug-donovan-141b842b/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

In this conversation, Catherine Bares, Service Coach & Trainer at BDR Co, shares her extensive journey in the HVAC industry, transitioning from a dispatcher to a profit coach.

She emphasizes the importance of team dynamics, effective compensation structures, and the role of AI in enhancing business operations. Catherine provides insights into profitability strategies and the necessity of soft skills training for technicians, while also discussing current trends in the industry.

Takeaways

• Profit coaching goes beyond just revenue; it involves team dynamics.
• Celebrating team achievements is crucial for motivation.
• Understanding inefficiencies requires a holistic approach.
• Compensation structures should balance hourly pay with performance incentives.
• AI is becoming increasingly relevant in the HVAC industry.
• Technicians need training on both technical and soft skills.
• Engaging technicians with contests can boost morale and performance.
• Tracking performance metrics is essential for profitability.
• The human element in customer service remains irreplaceable.

Chapters

03:11 Understanding Profit Coaching

05:49 The Importance of Team Dynamics in Profitability

09:13 Compensation Structures: Hourly vs. Commission

12:05 Trends in the HVAC Industry

15:12 The Role of AI in Business

Connect With Catherine:

Website: https://www.bdrco.com/

LinkedIn: https://www.linkedin.com/in/catherine-bares-8775b11a1/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

Summary

In this conversation, Tom Kubiniec discusses his journey with SecureIt Tactical, a company he founded to provide innovative weapon storage solutions for the military and consumers.

He emphasizes the importance of simplicity in problem-solving, drawing lessons from his military experience. Tom shares insights on claiming authority in a niche market, the transition from military to consumer products, and the significance of delegation in business growth.

He also highlights the value of creating a positive company culture and employee incentives, as well as navigating challenges and finding opportunities in adversity.

Takeaways

• Simplicity is key in problem-solving, especially in complex industries.
• Claiming authority in your field leads to unexpected opportunities.
• Delegation is essential for breaking through ceilings in business.
• Creating a positive company culture can attract top talent without advertising.
• Sometimes the best ideas come when you're under pressure.
• Understanding your market and adapting to consumer needs is crucial.
• Engaging with employees and profit sharing enhances motivation.
• Learning from diverse perspectives leads to innovative solutions.
• Being an outsider provides a fresh perspective on industry problems.
• Continuous learning and adaptation are vital for long-term success.

Chapters

00:00 Introduction to SecureIt Tactical and Its Origins

03:12 Simplicity in Problem Solving: Lessons from the Military

05:50 Claiming Authority: The Journey to Becoming an Expert

09:08 Transitioning from Military to Consumer Products

12:01 The Importance of Delegation in Business Growth

14:54 Creating a Positive Company Culture and Employee Incentives

18:01 Navigating Challenges and Finding Opportunities in Adversity

Connect With Tom:

Website: https://www.secureitgunstorage.com/

LinkedIn: https://www.linkedin.com/in/tomkubiniec/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.