Brian Kaskavalciyan explains why contractor sales is the hardest part of the business. Lead generation requires juggling multiple sources, intent levels, and assigning deals to the right sales reps. Getting that mix right is what separates winners from everyone else.
I always say sales is the core of this business.
Production should be the quote unquote easy part because that's a lagging thing. You know, it's like I sold something. Okay. Now I've got 4 weeks to figure out how to get it installed. So that should be fairly simple to accomplish. The hardest part of the business is leads.
Yeah. Marketing is the key and we have found that out the hard way. Yep. We all have. Yeah, absolutely. You're not the only one. When you look at the complexity of marketing in this industry, from lead generation and brand awareness and getting higher-intent leads in the hands of great salespeople, and that's the secret sauce.
Oh yeah.
And it's a complicated algorithm. It's three-dimensional chess. Try to figure all that out. You know, you see, you go through the different lead sources, aggregators, all the way through branded leads and different levels of intent. And of course, we're also a Jacuzzi dealer in three of our markets. So we buy leads from them as well. And those are, you know, some are really great and some are more of a lower intent, but trying to get that mix right and get the leads assigned to the A and B sales reps. Boy, what a complicated algorithm that is.
