Pivoting Your Home Services Business From Old School To New School Approaches - Jerry Isenhour

Jerry Isenhour is the founder and CEO of CVC Success Group.

He took a highly profitable home services chimney sweeping and fire place business and scaled it for nearly 30 years.

Then The Great Recession hit.  The housing market bubble burst. And Jerry had to file for bankruptcy.

Very few business owners adapt to modern digital marketing strategies... especially after running and growing a business a certain way for nearly 30 years.

Fast forward to today and Jerry is a speaker, coach, author and educator in the home services space -- helping Chimney Sweep companies leverage digital technology to grow their brand.

In this interview, Jerry shares his #1 place he marketed in the 80s, how he gets online business reviews regularly, why he loves social media and internet marketing, and some actionable tips to help grow you home services company.

To learn more about The Trust Tipping Point Marketing Podcast, please visit:

www.TheTrustTippingPoint.com

Transcript

Intro: 0:01

Marketing in the home services industry has changed so much over the past few decades. Now an even more rapid pace these last few years almost to a point it's impossible to keep up with what's trending. Have you ever felt like marketing in today's economy is like flushing money down the toilet? That's where we come in and help honest Home Services companies just like yours. learn and understand some of the most effective marketing strategies today. strategies used by some of the top home service companies around the world. My name is Javier Lozano Jr. and welcome to the trust tipping point Marketing Podcast.

Javier Lozano, Jr.: 0:35

Hey, everybody,

Unknown: 0:36

this is Javier again with the trust tipping point Marketing Podcast. I've got an awesome guest here. His name is Jerry Eisen, our he's the CEO of CVC success group. How you doing, Jerry?

Jerry Isenhour: 0:48

Man? I am on top of the world today. It is so good to be here with you. Hey, it's a little bit clouded day, but we'll make the sunshine. How's that?

Javier Lozano, Jr.: 0:56

I love it. I love it. And so you come from us from what part of the country again,

Jerry Isenhour: 1:00

I'm located in Concord, North Carolina, which is right outside of Charlotte, North Carolina. I'm about 30 minutes from the Charlotte airport.

Javier Lozano, Jr.: 1:08

Nice. I love it. I haven't been in North Carolina before I grew up in the south. So I love me some some country cooking and some sweet tea because you can't get that out here in Colorado. Yeah. You probably have some great, great sunshine, great ocean stuff over there as well, too. So yeah, I mean, it's it's amazing. Yeah,

Jerry Isenhour: 1:26

we're located about three hours for three to three and a half hours from the ocean. Okay, the beach. And then mountains is like two hours, we can be in the mountains from right here.

Javier Lozano, Jr.: 1:35

That's awesome. Right on. So Jerry, you know, tell us a little bit more about your background. And just give us a little bio about, you know, what you've done. And then we're going to kind of dive in and let our listeners kind of learn a bit more about how you can basically kind of give them some tips and help them on improving their home service type business.

Jerry Isenhour: 1:53

You got a brother. So here's kind of the story for years and years, up until about 40 years ago, because I am in my latter 60s, I was working as an I was employed, and in a printing company. And I was just never a person that was really intended to be employed by anyone. I would class myself as a hard person to supervise and a hard person to manage. At the same time, I was very good at what I did. I was an offset Pressman was actually the job description. So one night, I was frog guy in the shop brought in a mother earth news. And then that mother news was an ad from a company called Aug West. And it said, become a chimney sweep. So I looked at this and thought about this like, hmm, that sounds interesting. I've always had small businesses on the side. So you know, I set for some information hard about it. I ordered my equipment, and went into the chimney sweep business here in Concord. And within about six months, I actually decided, hey, you know, I like this, I need to be self employed. So I turned in my resignation, said, Hey, I'm done. And I'm gonna start doing this. Well, after we did that, we also we had a chimney service business. We had a retail store selling first fireplace goods, then we transitioned and brought in outdoor living, gray grills, outdoor fire pits, furniture, all those kinds of things. And we were operating very successfully up till the year 2010. Well, I don't know if you're aware of this or not. But in around 2007 2008, nine, this country went through a recession, many of the banks decided that they needed to call in people's loans and get the money back into the bank. So we were doing really good. But at the same time, all of a sudden, one day, the bank sent me a note and said, Hey, we want all our money back. I got all these letters. And they gave me five days to come up with a bigger a$1.3 million. Oh, it was very difficult to even get an appointment with the banker in five days. So what happened is we went through this and there was no stopping the bank. The bank was going to come out. They weren't going to shut us down. They called our my loans through that bank, and which meant we lost one of our homes. We lost our commercial building. We had to shut completely ma'am. My I had developed a manufacturing business called RBD, which stood for Alan's by design. And I was sold that to my wife since we have a Premarital Agreement, we can operate as individuals in North Carolina. So in 2010, I had to declare personal bankruptcy and it's like the world is over Brother, you know, I can't find a job. What am I going to do? So anyway, in 2010, an organization that I had been present in the past which was the national chimney sweep guild was having their convention in Hartford, Connecticut, and they invited me and they'd said are you coming, I said beyond, I really just don't want to go through that. Not after that. And they actually tricked me. They told my wife that we have a special award for him. And we really need him to come. So my wife sent me this fake story about why I needed to be there. So I went. So that night, I was awarded a Lifetime Achievement Award for the National chimney sweep Guild, only the second time I've ever been awarded since the inception of the association. And a real good friend of mine the next day, he said, You know, he told me, so I want to have breakfast with you in the morning. And I said, Okay, so we met him for breakfast. His name's john Meredith. And as we sat john sets on, he said, Jay, these guys need you. They really need you, you've been a leader in the industry for so many years, and you got so much to offer, you need to become a coach. And as like, say what he said, You need to become a coach. So as I left that was on Harper. And as we drove back to the Boston Airport to fly home, all at once it started coming, hey, I've got a new opportunity in life, we can turn this around. So we start I started my coaching business and with no clients to begin with, slowly built the client base up. And since that time, we built a very, I will call it very successful coaching training group. We work with blue collar business owners, and so people understand what blue collar business owners are, those are people that work with their hands, we specialize with home service contractors, and actually our leading niche is chimney sweeps and chimney service and hearth, hearth retailers. We also work with the home inspector industry, we do a lot of training we have we do live training, we do live stream instructor led over the internet. And we also have an extremely robust online recorded platform with about 760 courses that people can access online. So we keep growing, we've got about seven people in the company that do all this now. So they're located all across the country. So we've got virtual people that work in this to do a lot of the back office stuff. So it's been a tremendous transition. And so we just keep moving forward.

Javier Lozano, Jr.: 7:15

Man, that is an amazing story. And you're giving me so many different things I want to dive into, you know, like, that's great,

Jerry Isenhour: 7:25

right? One of the things that I did after this happened, part of what you're going through when you face this monumental challenge in life, is you've got to come to deal with it. And one of the realizations was this bankruptcy, even though at first I blamed the banks, it really wasn't the bank's fault. It was my fault. Because I never what I did was in those days, bank funding was very common for business owners, and Mo, and all of a sudden, and when they when they enacted the Dodd Frank bill, all of a sudden, you could not borrow money on an idea or concept, it was only able to borrow money on the cash flow to support it. So one of the things I did to get through that, I don't know if you'd see this book properly. This is a book that I offered into that that I authored in 2016. And it's called the chaos to reinvention. And this tells the story, I'll take you through my childhood, I'll take you through what it was like, then I take you through what I call the magic moments in life, the experience I just told you and how I can how I came back from that. So writing that book was something that I wrote never to get people to feel sorry for me. Rather, I wrote it from the aspect of learn from the errors that I've committed, and enables me to help others a day. But it was also a tremendous thing of being able to put my words down in writing so people could understand, you know, it would help other people. But it was also a great, a great, great way for me to move passes where I can talk about chaos in life, and I don't get emotional about it, because that was a problem, then you got to be able to face the chaos.

Javier Lozano, Jr.: 9:05

Yeah, no, I can totally relate with what you're saying there because I actually started a business in 2008. And that was at the height of the recession. So my business opened in August 2008. And then the recession was quote unquote, official in September 2008. And I just prior to that, a few months prior, I had actually signed a five year lease with a personal guarantee to a retail, you know, anchor store location to start a martial arts and personal training studio. I think I would have had I gone on a business, I would have owed, I don't know like close to$300,000 this is before the age of 30. And it was and then as in as your business, you basically you know focused with Home Services so your clientele base with like residential homes, and those homes are foreclosing so they don't have any money. And so my business focused on those same that types of people to get their kids involved in martial arts to get them involved in PR Some training or whatever it is, well, those people were foreclosing on homes. And, and it was scary. And I can only imagine how it felt going through that chaos. Um, go ahead.

Jerry Isenhour: 10:12

You know, see, that's all thing today, if we are recording this in the latter part of February, and in the latter part of February, one year ago, do you realize that none of us really realize what was getting ready to happen with COVID. And the pandemic? Yes, I can remember when the reality of COVID hit us last year, we were actually in New Orleans, Louisiana at a trade show in the middle of March. And all of a sudden, this hit big to the point ob, we were concerned if we were going to have a flight to be able to go back on were they going to stop flying, because all of a sudden, the pandemic hit. And that's what we saw in business last year was utter chaos. And then so this is kind of what we've been going through in this country is chaos. And now we're having to reinvent ourselves to go after the business of the day. What my friend Randy Penny, because the new next, which a lot of people call the new normal and the way we do business today, which is totally different than it was one short year ago.

Javier Lozano, Jr.: 11:19

Yeah, no, I can't agree with you more about that, too. Because, you know, it's interesting is is our industry, you know, we're in the digital marketing space. And prior to COVID, not that no one, you know, respected digital marketing. But some people were kind of like, do I really need it, I could go to a trade shows, I got this, this is what gets me leads, you know, I don't need to have a good solid website, I don't need to be running ads on Facebook, I don't need to be doing ads on Google. And then all of a sudden, COVID hits, and then it just wipes out everything they're accustomed to doing. You know, the industry that I was in prior to taking over this job. I was in commercial HVC refrigeration, our primary business was retail stores. And guess what got shut down. All the retail stores, one of our biggest customers was JC Penney. And guess what, you know, they basically fell from chapter 11. And so that put a humungous hole in our business at at that company where I was at for about a year and a half. And so what I'm getting to is, is that they depended on and everyone else in the industry depended on getting their leads in their business, through trade shows, through these networking type of events, and that sort of stuff. And also they got wiped out. And some companies didn't figure out on how to pivot quickly, some companies didn't actually say, Hey, you know, what we need to diversify and how we acquire our customers. And so, you know, in 2020, for our company, anchor wave, they helped a lot of local businesses, like kind of what you're doing, pivot and make a transition and say, Hey, this is how and the best way to getting your business in front of your ideal customer is through digital marketing, internet marketing. And it's it's these different types of things. And we helped a lot of companies do that. And so that's, I mean, you're basically saying the same thing too, in the sense that we got to see what's going on around us. Like, I know, there's a new next, but we need to see what's going on around us and then leverage opportunity to say, Hey, we're not going to make this thing. hold us back.

Jerry Isenhour: 13:15

What? Well, you know, one example is master question. Have you ever heard of a company by the name of Sears Roebuck?

Javier Lozano, Jr.: 13:21

Yes.

Jerry Isenhour: 13:23

Okay. Have you ever heard of a company called Amazon? Yes, sir. Okay, so let's take it. And if you look at it, if Sears Roebuck had had their eyes open, if Sears Roebuck would have understood what needed to be done, Sears would be Amazon today. But they will hidden. And when you look at Amazon, you've got a company that only started in the 90s out of a guy's garage selling books that now is one of the richest men in the world. And when you look at it, how many of our homes are turning into loading docks overnight with the products that come in today? buying it online, and it's the shift in the consumer and being able to anticipate and make those moves?

Javier Lozano, Jr.: 14:06

Yeah, no, I definitely agree. I mean, I was listening to a little video, I don't know where with this guy named Gary Vaynerchuk. I'm not sure if you're familiar with him. And so Gary was, was basically saying he's like, Amazon wasn't as big as like Whole Foods 10 years ago, like Whole Foods was, you know, this big movement and all this stuff. And then all of a sudden, overnight, Amazon just acquires Whole Foods and we're like, what the heck just happened? And so the thing is, is that, you know, what he what he was trying to say is that is that Amazon foresaw the future of where it was going, and essentially said, Okay, this is where it's moving towards. This is what's trending and we're going to put all we're gonna double down on this direction of this you know, whole like shipping to our consumers quickly and all this other stuff, creating like prime and and expanding Just not just from books, but expand into other products and services and stuff. And I mean, I mean, I remember whenever I was running my business, I was ordering a bunch of stuff from Amazon, because I didn't have time to go to the store. So I would just order stuff and ship it to my company. And it was just great. Because my great bread, I bought a printer on Amazon, it got shipped to me at the time, my wife was like, you buy all your stuff on Amazon, because I think we were dating at the time. And I was like, Yeah, I don't go to the store. And that was at the, at the beginning of Amazon kind of introducing the whole prime concept and all this like two day delivery. And now it's like, that's the expectation.

Jerry Isenhour: 15:35

You know, and that's what you've got to do when you look at it, you know, and it's like Amazon and what you just talked about with Whole Foods, you take a company like that, and they see a successful business model, they're going to absorb it, they're going to buy it, when you look at it. It's amazing how many vehicles, trucks vans that Amazon now has in its fleet. And you look at it, what they did was they use ups, they use FedEx until they build it to this point. And then they develop their own. It's the same thing with YouTube. YouTube was bought by Google, if you look at it, YouTube and Google, you know, YouTube and Facebook, their competitors at this point. And that's no one had to play the game today to get your message out through social media. Because this is what you have to do today, if you're going to be successful in a local business or whatever, is you have to build your what we call your community authority. And the community we're talking about is composed of two people, one is going to be the customer you're presently doing business with, that you got to write and maintain. But you've also got the people in that community that are right for your business, and you've got to hit them with the right message to bring that business in. I mean, it's really funny back years ago, when I started my chimney sweep business, guess what we found the number one place to market and advertise back in the early 80s

Javier Lozano, Jr.: 17:02

as a direct mail, or like little coupon books, or was, you know,

Jerry Isenhour: 17:06

the best thing we found was newspaper ads, but we had a specific location in there. Really, I got it. And the specific location that we advertised on was the obituary page, you're kidding me? No, because everybody, and that time, looks at the obituaries to see which of their friends that I could remember my grandmother when I was a small child, my I've stayed with my grandmother a lot. So every morning at

9: 17:40

50am, she set her butt right beside the radio, and turned it down. And it was a local radio station that had today's obituaries. And what she was doing was listening to see which of her friends may have died during the night in the last 24 hours. So about putting it to the obituary page. That was the number one viewed page on the newspaper, the sports page to a certain clientele, the social pages, the you know, women's section, and all that. But you know, but everybody looked at the obituaries.

Javier Lozano, Jr.: 18:19

So let me ask you this, then how long did it take you to figure that out? Because that's the part of that's the part that a lot of companies don't understand that there's testing and marketing. It's like,

Jerry Isenhour: 18:29

right, go ahead. Just the fact of it was an idea. Let's try it. And we did. And we were so successful, that after a while, the newspapers came out and said, you know, only people connected with the funeral industry can advertise on this page, and we lost that ability.

Javier Lozano, Jr.: 18:48

Oh, wow. So then all of a sudden, you had to go to like a specific like Home Services section or something like that. Or

Jerry Isenhour: 18:54

we had to pick other spots. And we would pick our spots, like on certain like, right hand side is better than left hand side, experimented. But yeah, but we went through direct mail different ways, and you know, different ways to bring people in. But what also happened in those days as we started, people started moving away from newspapers. So what happened? The shock absorber is a very large circulation, all of a sudden, they saw that they were losing it. So they went into a direct mail marketing company to do direct mail for people. And that's not but the secret with direct mail was to have something that the consumer kept in their home for a while, you know, and even today, this is the thing when we market actually went to a I was attended a webinar last night, and it was all about Send Out Cards. And one of the things is the average consumer holds on to a piece of mail for 18 days, an email they hold on for about four seconds. Okay, now we do a lot of email marketing. In our company we use a system called Infusionsoft which is like Constant Contact. on steroids, I'm sure you know what Infusionsoft is. Yes, sir has a lot of capabilities. Yeah, that's what you got to do. And you've got to come outside of that comfort zone. And you got to be you got to be ahead of the curve. Does that make sense?

Javier Lozano, Jr.: 20:12

Totally does. And I'm glad you're bringing all these things up. Because that's something that whenever I was in the commercial HVC refrigeration space, a lot of the times people would say, Well, this is how we used to do it. This is how we used to get business. And, and something that's, you know, me coming in as a, I'm not gonna say my millennial, but you know, slightly past that. But me coming in using digital marketing to find our clientele base. It, it was kind of like new to them. It was like, why would you do that? I was like, well, because that's how people are using the internet today, they're not expecting someone to knock on their door or on their business storefront, like, hey, do you want us to check your your AC unit. And so I'm glad you're saying these things. Because a lot of companies are stuck in Whoa, this is what we used to do back then. And that's great. That's what used to do back then. But things have changed. And consumers are taking things a little differently. They're absorbing their information differently. And, and they're there, they're on social media more often. And they're using it to kind of, you know, get away and just see what their friends are doing. And then people are using Google to find stuff, or they're using YouTube to learn how to do something, you know. And so I think, for us, as a business owner, we almost have to take a step back and say, Okay, what are what's what's everyone doing? And how to find what they what they're looking for? Like, if they have a problem? What are they doing? Are they asking their neighbors? Are they doing a Google search, like and then So from there, you get to say, Okay, how can I get in front of these eyeballs? And you were doing that with the obituary? You know, you're you're basically like, Okay, let's try something, let's, let's just put an ad here and see how well it does. And then you start tracking it, which not a lot of businesses do, they don't track this stuff, you start tracking it, and you're like, we got a boatload of business out of this. And then all of a sudden, it's like that got taken away from you. But then you had a pivot, and you did something else different. That's what's going on right now. But in the digital world,

Jerry Isenhour: 22:09

right. And what you got to do when, you know, over the over my career, I've read, I've written seven books at this point. Several of them are books where me and other authors got together. So one of the books I wrote was a book called The small business owner's manual. And I wrote that with a CFO and a human relations expert, human resources. So one of the things we defined is when you have when you're going to start a business and build a business, because that's what that books all about. How do you build a business? You got to decide you got two directions, you can go, no matter what the business is, there's two directions. One Direction is, and we're going to take the example the mousetrap, are you building another me to mousetrap? Because on me to mousetrap is not going to disrupt the market. That's what Amazon did. Amazon disrupted the brick and mortar market completely. And they've been able to take advantage of that brick and mortar thing. Or you've got to come up with a completely new product. But if it's just a simple me to, you got to be able to tell the story of what makes you different. What is it about you and that's one of the things like earlier this week, I've got in my coaching group, I had a meeting on Tuesday night, and we had a guest come in his name was Scott McCain, Scott is well known as an alternate speaker. He's one of my personal coaches. So we had Scott come in, and it's all about how to build and write your story. What makes you unique, and so you know, wow, the you address the pain, people buy, for two reasons 70% of people will buy because they have a pain, and you can eradicate it 30% of people will buy because they have a desire that you can provide. So what you've got to do is understand, what are you doing? How do you benefit me as the customer? Why should I buy you? And do you understand what I'm looking for? and able to understand that and provide that in the way? I want to provide it because I'm the customer?

Javier Lozano, Jr.: 24:13

Yep. You know, and you hit so many different things here. That's that's one of the reasons why we named our podcast, that trust tipping point. And a lot of businesses talk about themselves. No one cares about, you know, yourself, they care about us like what problem you're going to solve. Let me rephrase that. Customers care about what problems you're gonna solve for them. And the best way of doing those sort of things is either telling a story of saying like, Hey, I know how you feel. you empathize with them, like I know exactly where you were. And what you did. The very beginning of this of this interview is you, you told your story of like how you get started, where you hit the rock bottom, how you got out of it. And a lot of home service companies can relate to that kind of stuff because they go through that and so they hear a story like that and they're like, wow, that's exactly what I've been You're asked exactly what I'm going through, and they relate to it. And so if we do that as a business where we tell a story that resonates with our ideal customer, and solves the pain points of what they're going through, and then you show authority on how to solve their problems, and you give them the benefit of the doubt saying, like, Hey, I know that you're, you might think this, but here's what other people are saying about my company, you're taking them through this journey of like building trust and knowing you and then all sudden, they get to the very top of that. And they're like, ah, I trust you. I'm willing to spend my hard earned cash to get a new chimney. I'm willing to spend my hard earned cash to get a new fireplace or, you know, to hire you for something else, you know. And that's one of the reason why we named our podcast as because we discovered this whole trust tipping point that buyers are on a different journey. And we as businesses need to understand that Amazon did that. Sears did not.

Jerry Isenhour: 25:51

Right. And it's so common. And that's what we have to do in business, we have to determine how our how the customer because as the customer, let's, let's go through a couple things. I don't care how long you've been in business, I really don't care. Right? You've been in business for 40 years. Great. Or you tell me you're certified. Okay, great, but everybody's certified. Or you tell me you're licensed big deal. If you're an H V AC contractor, you have to be licensed. If you're a plumber, you know, this is a selling feature. What are you doing? And this is why reviews are so vastly important. Because what you if you tell people, okay, just like on this podcast, I could sit here and tell you all day, how great Jerry is. That don't mean nothing. Yet, when you say you're doing great things, that becomes a testimonial and now becomes the truth, instead of saying because I'm sure that before you invited me on this podcast, that you did a little due diligence research that I was someone you wanted to feature on this podcast. Was that true?

Javier Lozano, Jr.: 27:00

No, it totally is. I did exactly that. I actually started listening to other podcasts. And then I saw you I was like, Okay, this guy's got some authority. And then I started digging in a little bit deeper. So are looking at your LinkedIn started going to your website. I was like, Okay, this person knows what he's talking about. He has a background in the Home Services space. And he's now in the coaching space, but focused on the on the blue collar type people. And so I did my due diligence, because I wanted to make sure I have the best types of guests that's going to resonate with our audience,

Jerry Isenhour: 27:28

right. It's like me life said, you mentioned earlier, I am a john Maxwell certified coach. I'm also sort of Bob to Jeffrey get Marshall sales coach. Yep. And then I go to a lot of coaching conference, okay. And this is the big thing in the in the coaching world, when you go in, I'm an executive coach. I'm a leadership coach. And the people ask me for what is your niche and I tell him, I work with blue collar home service businesses, and my number one niche is chimney sweeps and they look at me like, say What? You coach chimney sweeps? Yes, sir. I coach Timoney sweeps, that's who I work with. That's what our education program is geared towards, for that particular niche market. Now we do some with home inspectors also, because it's a very similar market in many ways. And they need a lot of things that I can share. But yes, so you know, when you look at it, I'm probably you know, the only john Maxwell certified leadership coach that specializes in chimney sweeps. And there's very few of us that actually concentrate in the blue collar industries. Like I've got a really good brand in Georgia, his name is Max story. And Max story is a leadership coach. And he deals with blue collar service workers. And his principle is, is to teach your workforce to lead.

Javier Lozano, Jr.: 28:49

Interesting. And you know, I'm glad we're kind of now talking about this, because this is where I wanted to kind of start diving into a bit more is is, why are you so passionate about helping the blue collar space? And then on top of that, coaching them because like we said before we actually recorded this, we're just briefly talking is that I believe coaching is kind of like that next level of understanding what you're doing. So like, you can be an authority on what you do you deliver the best service, etc. But once you become a coach or a teacher or something like that, that, that becomes a little bit that's like, it's the next level of where you truly understand what you're doing. And this is one of the reasons why I love doing podcasting is because I've been doing marketing for 15 plus years, very successfully doing it, and I love it. It's it's something I truly enjoy. And I was like, you know, having a podcast is a great way to again, show that authority and then teach. And so I'm not necessarily teaching, I'm bringing in guests like yourself that have a lot of knowledge that are willing and wanting to share this great knowledge. And then I'm using that as an opportunity to coach and speak in people's lives if they want us to. And so I think coaching is is it's important and so like yeah, how did you get into the whole blue collar. I want to help this, you know, help, you know these companies get better.

Jerry Isenhour: 30:04

You know, that was like I said, that was my background. I was well known throughout the United States, I've studied chimneys and vending in 17 European countries, I have visited a lot as represented by the American chimney winning industry, to those people. See what you just said, I'm going to tell you something that you're doing with this podcast that I bet you don't even realize. Okay, well take this from the words, I believe. Did you tell me that you watch Tommy melos podcast?

Javier Lozano, Jr.: 30:33

Um, I'm not sure.

Jerry Isenhour: 30:34

I don't think okay. Well, you really should is called the home service expert. And I would suggest if you can get Tommy as a guest, you want to go there, because Tommy has a great podcast. And I will I thought I was on Tommy's podcast about a month ago. And he's gonna be on one of mine, one man in just a few weeks. But Tommy said something and it made so much sense. And this is what you're doing. He said, You know, I invite people that come on to my podcast, so that can learn from the you realize how much it would cause me to have Michael Gerber talk to me, in face to face, but I get him on my podcasts. And I learned from all these experts, all these different things that I can use in my business. Tommy is in Phoenix, Arizona, he is in the garage door business, his garage door business did in excess of$30 million dollars last year, he has built a phenomenal model out there. And his goal is become a $1 billion a year company. And he has the energy to do this.

Javier Lozano, Jr.: 31:40

Yeah, you know what I want? When I when I was digging into the home services based on podcast, I found your content with the rhino. What was the company again? Right, it was the company's Rhino marketing. I believe we're to the point podcast, I believe, is I think that's where I might have been on Tommy's I honestly I forgot which one because I've been doing a lot of digging and researching on people that have done great interviews, but I see what you're saying I agree with you. That's something that when I listen to podcasts, like there's one podcast that I listened to frequently, the the author, the person that hosts His name is Donald Miller. He's He's all about telling stories. And essentially, what he was saying on the podcast, and it was hysterical. He goes, I'm basically getting free coaching from these leaders and experts. And he's like, I'm learning so much, because I'm asking all these questions. And I agree with you, like if I would have called up one of these high level people and say, Hey, can you can you coach me personally, that'd be charging out the wazoo, bro, all sudden, we put it into an interview format. And it's like, Hey, can you teach other people some other some other content on how to improve their business and this and the other, then also, that becomes different. And I think the reason it's different is because both sides are going to benefit from it. So you basically will be getting content from this that you can use to promote your coaching services, you know, and we'll be, you know, directing information to say, hey, if you if you want to work with Jerry, on getting personal coaching for your kind of stuff, then, you know, this is how you can learn from him. And then the other side is it helps us, you know, create that authority of like, Oh, great, this this company, anchor wave are really good at marketing. They know how to do great web design, they know how to do good digital marketing on the internet with like social media or for Google paid ads and that sort of stuff. And so it helps there's a two factor approach. And that's one of the things I think why podcasts are a great way to deliver that. And again, like be a coach without coaching.

Jerry Isenhour: 33:41

Gotcha. So you're dead on the money. That's what you're doing?

Javier Lozano, Jr.: 33:44

Yeah, no, it's amazing. And so, you know, when when you mentioned earlier about coaching, and how someone told you, you know, you need to get into coaching, was that something that came natural to you? Or is that something that you had to kind of grow into because that's, like I said earlier, coaching is different. It's it's not it's, it's not the same like you can be an authority at what you do. chimney sweeps and cleaning and, and, and the HVC space are Home Services space. But then also, when you become a coach, it's completely different. Like, was that a tough transition for you? websites are dead, but a marketing hub is what will replace your currently outdated and underperforming websites. Ask yourself this question. Does my website have the five pillars of marketing? You're not familiar with that term? Let me explain. The five pillars of marketing are one, brain identity and movement to persona based conversion copy, free, new opportunity strategy for strategic calls to action in five supporting evidence. Each pillar is a foundational strategy to get more customer activity, which is what we all want as a business. So your current website is missing at least one of these pillars which is making your business lose prospects, resulting in lost revenue. Ask yourself this Once a customer works, okay, so your website should be like your top performing salesperson. If it's not, then you need a marketing hub to learn more about a marketing hub schedule a free playbook with our team at anchor wave.com slash playbook.

Jerry Isenhour: 35:16

Very tough because what you've got to do is you have to realize, when somebody decides they want to engage coaching, that's a very hard decision. Correct, because this is the thing that coaches do. And our people often tell you this, you have to understand the following. If your business sucks, you suck. Okay, now that may come across really hard. But being but that's what you have to do. You have to tell people where they suck, and help them and they have to realize that they suck in these areas. Okay, once they realize that they suck in these areas, and make a decision that it is all their fault, because they allowed it. Yeah, the ones that allow that to happen. Yes, this point is kind of like rehabilitation at this point. Now we got to rehabilitate, and you got to start looking at all the things all all the fumbles all the pitfalls that you're falling through, and then work through them, then you got to prioritize because you can't fix everything at one time.

Javier Lozano, Jr.: 36:22

Yes, no. And that makes complete sense. And that's the other part is like, I feel as though whenever you are seeking coaching, you know, if me as a because I've had coaching, when I owned my business, I hired coaches, I've spent a lot of money, probably not as much as probably you and other people. But to me at that time was a lot of money. But you have to be, you have to be willing to take the information that's being shared to you, you have to be open to that. And that's one that's one of the challenges I believe that entrepreneurs face a lot. You know, because you mentioned the very beginning, you said that you didn't take direction very well, and that you wanted to be in charge. And that's the thing is like a lot of people that are in their home services space, they started their own business because they didn't take direction very well from somebody else. And then all of a sudden, you've got to shift in your head. And like, you know what, if I want to grow this business bigger, I've got to almost like, be like, take my ego out of this, and, and just listen to somebody and haven't speaking to me. And that's very difficult.

Jerry Isenhour: 37:23

Right. And so a lot of people want to, you know, we use a lot of different things, different principles like he met by Michael Gerber. That's a principle we use in our coaching business. We also use book by the name of traction by a gentleman by the name of Gina Whitman. And the book traction goes over the two basic psychologies, behavior patterns are a person that runs a business. One is going to be the visionary, the visionary can see he knows where he wants to go, he knows how to get he knows exactly what he can see he can almost predict the future. Yeah, but the problem with the visionary is a visionary doesn't have the patience, security gnome, the visionary doesn't, he doesn't have the skills, he can envision it, but he can't make it happen to reality. And in traction, that the other side is the what they call the integrator, what I call the implementer is the person that makes it happen, you know, sometimes you got to tell the visionary, you need to roll over and go back to sleep, okay, that is ready to jump into that visionaries go all over the place. Yeah. And that's one of the places about teaching people how to use principles such as mind mapping, and getting the things out of their head where they can see it on the wall. And that helps them get there.

Javier Lozano, Jr.: 38:34

That's amazing. And I'm glad you're kind of hitting on those things. Because that's, that's a lot of entrepreneurs, they, they they fall in these categories and buckets. And I think as a coach, it's it's our job to help them understand where they are, and, and kind of guide them in that area. I mean, like, when I own my own personal training studio and martial arts studio, when I would help you know, kids with their confidence. You know, it wasn't just like, Hey, get confidence, it was you had to relate with them, and then find out where their problems were, and then give them the confidence of like, hey, you're doing amazing, buddy, this is what you're doing great. And then if it was in personal training, it was the same concept of like, where people would come to us and they say, you know, I'm overweight and, and I don't have confidence in myself and I'm not beautiful, or the stand the other and, and what you need to do is you need to feed them this ability of saying you are amazing, you are great. And then once you got them to a level of like they believe in themselves. All of a sudden, you're able to say, Hey, this is how I want you to start thinking about yourself, categorize this part or categorize this part. And that's that's the, in my opinion, that's that's that's a learned skill that takes time, because you have to have this intuition. And you have to have this like, almost understanding of the person you're working with.

Jerry Isenhour: 39:49

You've also got to figure out what you're good at. And what do you actually want to do. I mean, it's vastly important in business today, that you know your numbers and if you Don't know your numbers, you don't know where you're at. You can't track you can't measure, you can't predict you can't do anything else. See, the problem is a lot of people, numbers are not their skill, or they hate it. Yep. But what you got to do is you got to bring in expertise, you got to learn when it's time to put stuff into your suck bucket that doesn't fit what you want to do, and get someone else to do it. And another problem with small businesses, there's many people that are doing menial tasks as business owners, yes, and they're doing tasks that they can pay someone a whole lot less than they're worth. And by doing that they're doing the busy work. They're just engaged. You know, they're working in the business every single day, they're just as deep and they are working their tails to death is sweat, they're just exhausted. But the problem is, they can't step back and build the strategy. They can't build the systems because they're just too busy working in the business today. They don't know, they don't know where they're going to. And that's where and engaging the software's that you can monitor this. And Microsoft said, being able to track where that marketing money is going to. And what's it bringing me, I mean, you're talking about if you're doing marketing, well, if I spend a certain amount of money with you, I want a certain amount of return. If I'm not getting that return, if I'm spending $1 with you, and all I'm getting is $1 back, be honest with you, I'm firing you, because I'm not getting a return. I'm just staying level, if I'm going to spend that dollar, I need to be getting 1015 $20 for every dollar I'm best, that's the return on the investment. And that's your job as the marketing company. But a lot of guys, they don't look at this and gals, they just don't look at that. And they don't hold accountability with their vendors. It's like their websites, okay, I engaged you. They never look at their websites, their websites are outdated, they have wrong information on it. It's amazing. And you go on as like, here's my team, and half of them been gone for six months to a year. Okay. And we got new employees that haven't been added to the team. Yeah, when you ask the question, Why just hadn't time to get it done? Well, this is the problem. You got to make the time. Yeah, running a business is hard work.

Javier Lozano, Jr.: 42:19

Yeah, I totally agree. I realized that when I had my company, I realized that I didn't have a business, I bought myself a job. And it was when I was reading this audio book, I do a lot of audio books for just, that's how I consume a lot of stuff. But I was doing this audio book, I forget who the author is, but it's called Built to Sell. Same kind of concept as the E myth in Michael Gerber, his whole whole story on basic creating systems. But during that book, as I was reading, I kind of had an epiphany, I was like, you know, if I die tomorrow, like my business is going to go out of business like that, like there's nothing for my my wife and my family to be okay, you know, this company is still running an operating. So then that's when I started, you know, creating systems and processes within the business that would allow the business to operate itself. And I started removing myself from the stupid tasks that didn't have to be be done by me. And so what I started doing is I started focusing on the things that, that I enjoyed doing, and be brought the most profit and revenue to the company. And so those things became where I was doing a lot of the sales. And I was doing a lot of the marketing, and those are the things I truly enjoyed. And then eventually, I started systemising, the sales process to where I can just say, hey, this could be duplicated, I don't have to do it. And then I would hand it off to a staff member. And they would do it as long as they follow the system. And I focused on basically filling in our pipeline on on getting more leads into our business. Where I'm getting to is, is that I wasn't and I know, I started, you know, basically when I started the business is to teach martial arts is to teach personal training and help people. But what happened to me is that I realize I had a passion for the business side of running a company, and that I was more valuable in in getting in relating to people that need to had a problem and getting them into the door. And then having a system that was designed over here that would help people achieve their goals. And I believe you might, you might not know this, but john Maxwell talks about something where if you have something that 80 to 85% or so I'm sorry, if you if you can get somebody else to do something that 80 to 85% or 90% of what you're capable of that you would do, then you need to hand it off. You don't need to be doing it all yourself. And that and I believe a lot of small business owners Home Services, it can be anybody fall in that category of like where they they basically do everything because they think that they have to and that's not true.

Jerry Isenhour: 44:51

Not only that, if they actually want to delegate it out, they'll find there's people better at it than they are total

Javier Lozano, Jr.: 45:00

I definitely agree with you there. And that's, and that's the part that's I think that's where our II go as entrepreneurs come into play. Again, you nailed it the very beginning, where we don't want to be, we wouldn't be in charge. And I think sometimes we need to take a step back and say, Okay, what do Where do I bring the most value, like, you follow this whole parados law, the 8020 rule, you know, a lot of people know that rule and understand it, but you, you basically focus on the 20%, as opposed to the 80%. And that 20% focus is going to bring you 80% of your revenue. And my business actually did that, without me knowing I was doing that. And that's something that's really important that we understand. And something that you, you know, you kind of brought up as well to earlier is, is that you have two types of customers, you've got your, you got your current customers that are doing business within them, the ones that you're trying to go after and get after, there are certain people that your current customers that, you know, if you that are gonna be high dollar ticket items, and you put 20% of your focus on that, it's gonna bring 80% of your revenue out of that. And so we get to realize those sorts of things about where can we put our focus is going to, you know, increase the bottom line even more.

Jerry Isenhour: 46:09

Right? That's, that's identification of who your customer actually is. Yeah, it was really interesting. Um, we, I'm gonna give you a real interesting statistic, okay. And that is a service company. And this is a service company that the main business over 30 years of medium size, which means they ran, they run, a medium sized service company has between seven and 10, trucks truck out in the field. Yep. So some years ago, about 10 years ago, we found out that you could run data analysis on companies and pull the data up, and you could beat it in and check data points, and you could figure out all kinds of stuff. So one of the things that was learned from their data review was that they had only serviced in their market area, seven tenths of 1% of the market, seven tenths of 1% of the code consumers in that market area. Now think about that for a minute. And they were very successful been in business over 30 years. But that's all they had penetrated to. And that's where a lot of times, it's like when you go down the road, and you're dealing with Home Services. How many of those houses have you been in? Go down the road? How many houses have you been in? How many can you conceivably serve? Yeah, how many customers? Can you get to in a day? In a week? In a month in a year?

Javier Lozano, Jr.: 47:34

Yep.

Jerry Isenhour: 47:35

And then what is your return on there? And what's your average ticket that's coming back from that? And how can you improve that average ticket? Or are you spending your time, I got to bust my tail to get out of here, because I got another job to get to, I got no job to get to. Yeah, we don't have time to build trust or relationship with our customers.

Javier Lozano, Jr.: 47:56

I love that you're saying those things that building trust and relationships, because that is imperative in this space. It's unfortunate that there's people that do bad work, and it makes the industry have a bad reputation. Because there are some very reputable home service companies that truly stand behind what they do. So let's hit that for a minute.

Jerry Isenhour: 48:18

Okay, because this is one of the challenges for any business owner, which is the perceived risk, because every customer will have perceived risk. Yep. And this is what we've got to learn to put the right words out. So let me ask you a example. Could the word warranty have a perceived risk with it?

Javier Lozano, Jr.: 48:39

I mean, not really, honestly have to pay for it.

Jerry Isenhour: 48:43

Now. Okay. So that's what I'm talking about. Let's say so many people want to sell on the word warranty for this product has a 10 year warranty, as an example. What's the customer thinking? When you say, warranty, they are thinking about the product that they bought, that had a warranty that wasn't worth a crap when they needed it. So your choice of words, a better choice of words is, yeah, you have my personal assurance that this is going to do the job for you. And if you have any problems whatsoever, here's my cell phone number, you can contact me here. And when you have a visible location down on Main Street, you can stop in and we're open from nine to five. It's not this invisible thing. So we have to be very wary about the words that we use, because words form a mental image in people's minds. And we can actually use words that we think are going to sell for us they can turn into a perceived risk for that consumer.

Javier Lozano, Jr.: 49:45

Yeah, in the marketing world, we call that risk reversal. You know, and it's it's like I agree with you because now that you're saying that like to me sometimes warranted Mike so this is going to bust in like five years because my wife has actually said that but whenever you do put the put in the hole. I'll personally fix this for you or I personally will give you your money back in, you know, X amount of time, you risk reversal everything to where all of a sudden, there's no objection to that, because now you're putting your name personally on that, you know, like you're standing behind what you do. And that's something that we used to do actually, in my business, where, you know, we would have families that would, you know, sign up for memberships. And, you know, they would say, like, well, what if what if Johnny doesn't like it, I go, you know, what all of my membership site, I'll even write it on the top of this agreement, has a 30 day, no risk to you, I guarantee you can get out of this membership. Alright, so in the first 30 days, if for any reason, you're not happy, you still have to pay for the month, because we're still delivering a service, but you can get out of it. So even if you signed a 12 month membership, and the first 30 days, you can get out of that. And then all of a sudden, what that did is that it puts the the family they're like, Oh, that's great. So we can actually commit to this. And if Johnny doesn't like it after, you know, before, 30 days, or over, like a day, 29 and a half. He's like, I'm kind of done with this. Okay, cool, and then made the customer at ease?

Jerry Isenhour: 51:05

Well, let me ask you a question. Yeah, as a marketing person, and marketing the companies, when a company gets a bad review, oh, my God, that company owner, their blood pressure goes through the ceiling, for sure what pressure but they don't understand a bad review is an excellent opportunity to build trust with the customer, totally got to do is, is accept that responsibility. We're not going to make everybody happy. We end up we go into there, we respond to it, we respond to it, we take care of the problem. And we turn a bad review into a good review. Because this gave us an opportunity to fix it. Not only that the bad review, in a way is an unpaid coach. Yeah, what you got is you have heard from your customer, what they're dissatisfied at years ago, when I was in the retail business, I often wanted to put microphones in my parking lot. Why do you think I wanted microphones in my parking lot?

Javier Lozano, Jr.: 52:08

Because I bet a lot a lot of customers would talk to other people and say certain things. And then it's or they would share experiences. So yeah, I I, I can see what you're saying.

Jerry Isenhour: 52:22

Right, what I wanted it for, was a man and woman come into the store. And once they walked back out through that front door, and got in the car, I would love to be able to hear what they said about the visit. They just went through. Yeah, you know, they got our brochure, they throw it in the floor, did they end up in my parking lot. They say, you know, that was the most, that was the most obnoxious guy I've ever talked to in my life.

Javier Lozano, Jr.: 52:51

That's, you know, that's, that's, that's fascinating that you're saying that because a lot of people are afraid of reviews, they're like, Oh, you know, like, I'm scared that someone's gonna say something negative. And you're you're hitting it perfectly is like, but that's good. Because that's an that's an opportunity to get better at what you're trying to do. And you wanted to essentially, address all the objections that your customer had, so that you can adjust everything to where if they came into your retail store, or they came in to you personally, all the objections are addressed, they're non existent. And then and you have a more solidified and perfect system that builds more trust to your ideal customer. Right?

Jerry Isenhour: 53:35

That is correct.

Javier Lozano, Jr.: 53:36

That's and so I think that's something that we all have to have to stand, we all have to accept, we all have to accept that we live in a world of reviews, okay? We live in a world of social media, and where people are sharing their thoughts, and saying good things or bad things. Unfortunately, there's more bad things being shared than the good things. But that's beside the point, where I'm getting to that, we need to understand that and then we need to find ways in how we can again, pivot and address it and improve our processes and systems. And I'm glad you're bringing these things up. Because reviews are a big part of the Home Services space. And if you have poor reviews, a Google does not want to send you more business because you have poor reviews. And B customers aren't gonna want to be doing business with you. So as you improve your reviews, as you improve your reputation management, all of a sudden there's going to be more trust being put out there. And if you're going to get a bad review, that's okay. That's that that's good because that means that it's a it's an honest assessment about what's going on.

Jerry Isenhour: 54:45

Right? Well, you know, everybody goes and they think I got to have 100% five star reviews, which is actually wrong. 100% five star reviews are hell questionable because we all make mistakes on that point. Let's see. Today's reviews What are praise? There's, this is the prop porch of the 1950s and 60s. Yeah, back in the 1950s. And 60s, in the common in the evening, people went out on their front porches. Yeah, they sat there. And they watch the neighbors walk by. And they had something called conversations. Yeah. And you know, it's really funny. There's a, there's a, there's a comedian by the name of Gregory. And whenever he talks, he talks, you know, one of the things that right America is, is the deck, because now we all go sit on that deck, you know, used to, we sat on the front porch, and people came down the street. And this is where people had what we called word of mouth advertising. And what you got to do today is, wow, social media testimonials, that is word of mouth advertising the day. So what you got to do is get your customers doing what we call, you build a customer into what we call the enthused customer. And then those customer is a person that is happy, they are satisfied. And they're telling everybody, you got to try my god, you got to call this office, this girl in the office was so knowledgeable, she took care of everything. They were here when they said they would be here. They didn't make a mess. They got done. Exactly. They were courteous. They had their mask on they respected our property. They respected our health. Okay, that's important.

Javier Lozano, Jr.: 56:36

Yeah, yeah. No, and that's, that's a, that's a great analogy, because that is so true that the deck did ruin America, in a sense, because then we all didn't want to be in the front, you know, talking to people, you know, having conversations, we want it to be away from people. And I mean, heck, you could even argue that social media has ruined people from having conversations. But then on the flip side of that coin, it's open opportunities where like, for instance, you and I never would have connected, because I've never been to North Carolina, you know, but social media has allowed us to create this connection. And so the the part that we ought to understand that, that we forget that social media, socials, that the keyboard to that you have to be social, you have to socialize. And so as a business, and as a business owner, you need to be social with your community. That's why it's called social media. And so I think as business owners, we need to be out there. And we need to talk to people and and say hello to people and put stuff out there. Like what you're doing is is amazing. And I think it's great, because what is it like you're leveraging the social part of social media?

Jerry Isenhour: 57:49

Yeah, that's exactly what you do. And that's what you have to do today, you got to figure out, how do I speak to my community. And if today, if you are not doing this in a video format, through social media, through your website, when somebody goes to your website, they should be seeing a video of you speaking to them, speaking to them, how are you addressing their pain? yet? What do you got, you know, and that's the power of story, being able to get in front of a camera, and speak effectively to people. And that takes practice, and you're not going to be worth a hoot to start with. Like Ziglar said, you don't have you know, you don't have to be great to start. But if you but you got to start if you're gonna be great, okay, that's what you got to do is just like what your podcast, the more episodes that you do, you're doing a great job as a host, don't get me wrong. Every time that you do one, you're gonna learn more tricks and little things about how to be better each and every time if you want to excel at this method of what you're doing.

Javier Lozano, Jr.: 58:55

Yeah, I mean, we've, we've got it, we got to take advantage of these opportunities that shows that, hey, we're human, you know, like, we're real people. And we're gonna screw up. And, you know, I'm listening to this course, where this guy's hosted, you know, several episodes on his podcast, he said, the first 30 episodes were kind of like garbage almost. And he was tempted to just delete the first 30 episodes in his mentors as like, No, don't do that. Because what happens is, is that when you get to the top, people are gonna think that you've only just been to the top. They're not going to know what that journey was. And so when they it's like, if you follow a certain band before they became big, it's like, oh, I was I found that band before they become they became big. And you you follow them and you appreciate them. And I think what you're saying is, is that that, you know, business owners need to show that authenticity of themselves and their journey. And, and get in front of people and yes, it's gonna probably suck at the beginning. And that's okay. You know, because what it's doing is that at least you're putting yourself out there. No longer do you have to spend several 1000s of dollars to run a commercial on your local network. You can do it on Facebook, you can do it on YouTube, you can do it like what we're doing right now. Like, it's it's basically free. And you just got to be willing to put yourself out there.

Jerry Isenhour: 1:00:09

Right? Well, right now, statistics show that a video on social media, a commercial video commercial on social media will outperform broadcast television. If I go to my television right now, I got streaming TV. I don't even have any idea how many TV stations you can zoom in, in this thing. I mean, we got Hulu, we got Netflix, you got all this different thing. But again, we're picking out majority of shows that we're streaming, there's no commercials on them anymore. Yeah. Oh, if you get you know when you do this, but if you learn how to navigate social and learn how to place it boosted market with it, do the ads. And what's happening is people are looking at their timelines every single day. But you got to remember, the average person is going as have they say, 1000s of items on their timeline every day. So what yours is got to do, it's got to be speaking to them. When they come out. Ask them. I remember when Facebook started allowing the audio to come over in the timeline. That was a couple years ago, and I was scrolling my timeline one guy, and this guy said, Whoa, stop now. It's like, What in the world? Because Facebook had changed the ability to where if the person had their volume on all of a sudden, you heard them speak right there. But I can still remember that day. It was like, What in the world is happening here? I got a guy screaming out of my timeline at me.

Javier Lozano, Jr.: 1:01:46

That's so true. And you know, and that's, that's why I find the way things are shifting. It's fascinating. And, again, like I think it's like your story really is something that's inspiring to me, something I can resonate with, as well, too. And I hope it inspires other people on this on that listen to this podcast is is that, you know, you've seen it all like going back from what you were talking about the porch thing and going back into,

Jerry Isenhour: 1:02:11

I can give it to you worse. Okay. Okay, I'm sitting here talking to you today, correct?

Javier Lozano, Jr.: 1:02:18

Yes, sir.

Jerry Isenhour: 1:02:19

What is today's date?

Javier Lozano, Jr.: 1:02:21

It's a it's the 26th of may 26.

Jerry Isenhour: 1:02:25

sitting in this chair. Yeah, January 20. Guess what happened was that I had a major heart attack.

Javier Lozano, Jr.: 1:02:33

You are kidding me? No,

Jerry Isenhour: 1:02:34

I'm not. I had a major heart attack. I had said here. I had to call 911. I called my wife and she was at her other opposite the factory. Oh my god, I had a major heart attack rushed out of here and the ambulance went through. I went through. And I've a vac email came through they installed to stance on my heart that day. And I just had the third one put in two days ago. But let me ask you a question. Does that look like that slowed me down?

Javier Lozano, Jr.: 1:03:00

No, sir. I mean, you were on fire since the minute we hit record, right? That's what

Jerry Isenhour: 1:03:05

I mean. Because that's all about the chaos that can happen. Now I can make a decision at that point of Hey, I'm gonna lay here and let the world look after me. Whatever. I just feel so bad, whatever. But at this point, I got the you know, I've got lifestyle changes the mic. Yes, sir. Matter of coming out of this just like I kayo Believe it or not, I have people right now, contracting with me to do presentations on how do you come back from a heart attack and get back and get back in the groove? Okay, because again, it was chaos. And I have had to reinvent my personal life and everybody's always calm. Are you okay? Are you I'm doing great. Okay, I'm on top of the world right now. Hey, I've had a new opportunity, a new lease on life to keep on going. So why should I be into frustration over this? Yeah. It's like said, in 2010. When I had the financial turmoil hit, best thing that ever happened to me. I'm serious. It made a dedicated change and enabled me to do something and at this point, I'm making a dedicated change in my lifestyle. Hey, I've got another opportunity. I got to ride out of here in the back of an ambulance looking out the back window at my house despairing in the distance. Me going through that crap again. That is not a fun day. Okay.

Javier Lozano, Jr.: 1:04:25

Yeah. Wow. I mean, that's that's man, that's crazy. I didn't know that. And I never had I never would have thought that but but I love how you you take in you embrace the lows in your in your, you're happy for them because it's an opportunity for you to to create a new high.

Jerry Isenhour: 1:04:43

That's exactly what you do. And that's what you got to do. And that goes back again. If you've got a business and this was hard to hear for some people, he said, if you're, you know, it's like say, and so and I got this from Les Winget, who's one of the coaches I've contracted with over a year. And Larry put out first time I've heard of Larry years. Go ahead guys sent me a note you need to hear this guy. And what he said was Larry wing it came out and he said the following. He said, You know, if your sales suck, do you know why your sales suck? It's because you suck. Okay? And I'm serious. That's what you have to understand is, if it sucks, you're allowing it to suck. You allowed it to get there. If your world is terrible, it's because you're lingering, and you're in the wrong place in life. You're You're, you're interacting with the wrong people, because you're going to be a victim to the people you hang out with. If you hang out with losers, guess what? You're going to be a loser.

Javier Lozano, Jr.: 1:05:41

Yes, not a loser.

Jerry Isenhour: 1:05:43

That's your fault. You made that decision. I hate to you, I'm sorry, this might come out, right? I don't I don't care what your background is. I don't care what your personal political beliefs are. Because I believe everyone is entitled to their own personal point of view. Oh, guys, there, everybody doesn't have to agree with my point of view. But that's how I think if it if it sucks, understand that you're allowing it to suck, and it's time to turn it around. And it's going to be tough, it is hard to make those changes. But that's what you have to do is realize that if it's going to change, it's up to you.

Javier Lozano, Jr.: 1:06:20

Yeah, that makes complete sense. I'm glad that you're hitting that too. Because that's, that's something that I think we have to have personal responsibility of our own actions. And, and then we have to, we have to address them, you know, so I feel like we hit a lot of good stuff here. And what I was hoping to do is, before we wrap up here is, is maybe if you can give maybe like one or two success tips, not that what you've delivered, the first hour has not been great, but something that you know, someone can just implement pretty quickly.

Jerry Isenhour: 1:06:49

Sure. Number one, if you're going you have to be a leader. And one of the things I recommend is dr. john Maxwell's book, The 21 irrefutable laws of leadership. I love that book, okay, if you're going to lead and you have to understand there's a lot of analogies in there, like the law of the lid, and what your capabilities are. And Dr. Maxwell uses real life stories like the law of the land, he uses the McDonald brothers and how Ray Kroc came along. Because the McDonald brothers had a lead, they couldn't get past. Okay, so this is what you got to do. And that's what Ray Kroc did, he took it past their lead. Now the whole moral of the story is Ray Kroc, took the McDonald brothers to the cleaners when it was all over with if you ever watched the movie, the founder and creator of the movie, okay, so you got to go with those things, you got to understand that if the things suck, you got to just settle down and make a change. Now overpower yourself, don't overwhelm yourself, sit down, make a list of everything you're wanting to do everything then is wrong. And then what you got to do is you got to build a priority list, you can't fix everything at one time. Now, earlier, you said the 8020 rule and see the 8020 rule goes to business. And they say that if you fix 80% of your problems, 20% really don't matter. A lot of people are 100% people, they cannot deal with any problem, it will drive them crazy. And I applaud those people because they stay very dedicated. But also realize if you're going to be successful in business, you better buckle your butt down and get to work because it ain't gonna happen. And it ain't gonna happen out on the golf course, it ain't gonna happen hanging out in the bar, it ain't gonna happen. Take it, you know, unless you really buckled down to this world.

Javier Lozano, Jr.: 1:08:33

Now, that's, that's, that's gold that that makes complete sense. I love it. Well, go ahead. No. Okay. So Jerry, what I wanted to kind of see is is that last part is kind of, you know, what are some ways that people can connect with you where they can learn a bit more about your business, your websites, in the private connectivity on social media, because I know you are very active in everything.

Jerry Isenhour: 1:08:57

Right. So number one, like I said, I've mentioned a couple books that I've written, all my books are on Amazon, if you just type in my name is JERY is n h o u r, if you type that in, you'll find all of my books that are on Amazon. They're both in they're in, you know, ebooks, they're also they're in there. They're also in got printed versions. Yep. And from that my website is C as in cat v as in Victor C as in cat, CBC success. group.com. And you can email me at Jerry j ERY at CVC success group calm. And on social media. We have a Facebook page is called CVC success group. You can follow us there. I'm on LinkedIn, I'm on Instagram, I'm on Twitter, love for you just reach out and let's let's have a conversation. Life said, Hey, if we can help you, we'd love to do it. Awesome. Jerry.

Javier Lozano, Jr.: 1:09:56

I really appreciate this. I learned a lot. I think our audience got a lot of value. added this and had a great time and you know if there's anything I can do to help you out, please let me know. But I appreciate your time. Thanks for joining me on this episode of the trust tipping point marketing podcast. I'm your host Javier Lozano Jr. A lot of home services companies come to us at anchor way meaning help with their overall marketing strategy and their digital presence. So what we ended up doing was creating a custom marketing playbook to help businesses just like yours in the Home Services space, have a improved digital marketing roadmap for 2021. One of the highlights during this Home Services custom playbook is the importance of having a marketing hub, which we call a website killer. And I'll be honest here, today's websites are dead, outdated and ineffective. After 17 years in 1300 plus websites, we've discovered the best approach to increase customer activity and win more business is by having a marketing and marketing hub will help set your home services business apart from your competition in place you as a leader in your space. To learn more about what marketing hub is scheduling free Custom Home Services playbooks by going to anchor wave comm slash playbook. You're going to answer seven simple questions and we'll give you free access to this playbook. Again, go to anchor wave comm slash playbook to get free access to our Home Services digital marketing playbook