From Subway to Selling $2 Million in Home Services with Zach Ward

Hey, everybody. Welcome back to another awesome episode of Contractor Radio. Our goal here is to help contractors get an edge on their competition out there by entertaining them, educating them, inspiring them, and giving them some strategy and tactics that they can apply to their business. And today is going to be maybe one of the most inspirational stories that we've ever had on Contractor Radio. We are going to be talking with a young man that has accomplished something that very few people do in their very first year in the industry. We have a young fellow that has. He went from working at Subway and being in high school to selling $2 million in home services contracts in his first year. And so we want to talk with him, find out how he got that done and what he did to make those things happen. And I'm wearing a shirt today, you can see it, it says practice. And I'm going to bet that he did a lot of that. And that's our two minute drill for the day. If you want to get really good at what you're doing, you want to change your life, you want to financially position yourself maybe a little bit differently than you were before working at Subway, and you want to sell $2 million, it's going to take a lot of work, it's going to take a lot of effort. And one of the biggest things that you can do to change that is practice. And being dedicated to practice every day. Spending, whether it's five minutes, 15 minutes, an hour, whatever it may take to get better at what you do and all facets of what you do, whether it's knocking on a door and getting a lead or an opportunity, whether it's giving a presentation, handling an objection, asking for the sale, getting referrals, you want to practice that stuff as much as possible before you go out into the real world. And some of the helpful tips that we can give you on that practice is, first off, practice on your own. Make sure you do it out loud. Most of us practice, like in our head and everything sounds wonderful, but the second we start saying it out loud, it starts to fall apart on us. So one of the ways you can get a really good idea of how you're doing with that is to record yourself. Set up a video camera, your phone, record yourself, and really get a strong sense of how your delivery is. You'll start to notice crazy things like you using your hands too much and probably bobbing your head and all these weird things that we do. Saying too much. Those type of things will help you refine what it is that you do once you feel like you're really strong at it. Then go to a peer, somebody that's on equal level with you, maybe a step above, and practice with them and get their input on, hey, is that good? Not good. What would you do? What can I do better? And then finally take it to that expert, that person in your organization that's either a sales manager, a coach, a trainer, whoever it may be, and pass it by them and see how you're doing. Let them give you some coaching, hang around with the people that do great and learn from those people and practice with those people and it will change the outcome of your yearly goal dramatically before it's all said and done. So before we hop in with our amazing guest today, here's a little word from our sponsor.

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Awesome. Welcome back to Contractor Radio podcast. We are here today with our guest. This. This young man is amazing. Young man. I got a few minutes to talk to him before we actually did this podcast today and I was inspired. I was like, man, if I would have done what he's done at 19 years old, I would probably be in jail because I wouldn't know what to do with my money and probably be silly with it. So going to talk with him a little bit today, find out how he went from working at subway to selling 2 million bucks. Welcome to the podcast.

Zach Ward and nice to meet you guys.

Awesome, awesome. It's good to have you. Whenever you hopped on earlier and we were talking, this guy is 10 years younger than my oldest kid and he's nine years younger than my second oldest kid. And so it's amazing to see what you've accomplished, Zach. And before we bring in our other special guests that we're kind of keeping to the side there, tell us a little bit about your background, you know, growing up. What kind of got you into doing the things that you're doing nowadays?

Well, growing up a normal kid played sports, you know, did normal things a kid would normally do. My mom always told me growing up I had a sales personality because I would always talk to Everybody and just always carrying on conversations. She'd always say, I'm a talker. And then my one good friend, he got into doing this, and he mentioned it to me when I was still in high school, and it was right around when I turned 17 or 18, I can't remember. And he's like, dude, he's like, look at this. He's like, look what I'm doing. He's like. He's like, look at these checks and show me his checks and stuff like this. It caught my eye, you know, I was making, you know, $8 an hour working at Subway and putting a lot of hours in there. And I know I had the drive. And he'd always say, it's a lot of hard work and effort to do it. But, you know, I got into it. It's. It's. I like doing it a lot.

That's cool. I've noticed, you know, people that come from something else into this when they were at that something else. Like you were at Subway. One of my favorite guys I've ever hired worked at Pizza Hut. Pizza Hut delivery guy. Yeah, Delivering pizzas. And he sold 1.7 million his first year and while still going to college. And so he's another one of those, like, hey, there's something to this guy that makes them different. And the thing I noticed is that at where he worked, before they recognized it, they knew that he was something a little bit different than everybody else. So I'm going to bet you showed up on time, you maybe did a little extra. Did they notice things like that about you?

Oh, absolutely. Customers would always come in. I mean, at Subway, you're sitting there making sandwiches right in front of them. And I'd always talk to them. I knew everybody that would come in and they'd like talking to me. And, you know, my manager would see that, he'd really like that and stuff like that. He'd have me training other people and showing them how to do it the way I did it.

That's awesome. So you decided to get into this whole roofing thing. And a lot of it had to do with this person that was a person of influence, maybe looked up to, is my guess. Or at least a really good friend. And you said, hey, money motivated, right? Like real money. And so. And my mom says, I got a sales personality, so maybe this thing will work out. And so you get into this thing. Was it because of that? This talent thing? You said, hey, I not really that scared. I'm a little scared, but not that scared.

At first. It was the money. I really wanted to get into it, but then I've learned that I do have a little bit of a talent with talking to people and just making a friend and it just kind of goes from there.

Okay, cool. Well, you had somebody that was involved in this whole process with you. He's sitting in our green room right now and he's kind of been sales coach along the way. Right. Kind of helping you get this down and learning what you need to learn. We're gonna bring him in right now. Hey, welcome to the conversation.

Our.

Champion coach of sales here at Contractor Coach Pro and a mentor to you, Chuck. I got some questions about Zach, if that's okay.

Oh, I got a lot of information about Zach.

I don't know if we want to share all of that. So what you notice, if I was a sales manager, I'm sitting there and to be honest, 19 year old kid, I don't know. Right. I would be sitting there going, I don't know, like, is he responsible enough? Is he gonna, you know, do the job? Is he gonna get past the homeowner? Right. Like 19 year old kids, how's he gonna do with a homeowner? So there's all those like challenges and obstacles that get in the place of a really young guy. What did you notice in him that was gonna help him get through all that?

Well, Jim, I first gotta share with you. So I got this phone call from the owner there at American Home Tech, Jake, and he says, hey, I've got this guy, I want you to work with him. And I said, so where'd you get him from? He says, I got him from Subway. I said, did you just like leave there? And so I, after talking with Jake, I was very interested in working with Zach. And so when I got that opportunity to work with Zach, I didn't know what I was going to get into because a lot of the younger generation, they don't really jump in with both feet. And so working with Zach was, it was actually a breath of fresh air because he, I mean, when you talk about jumping in with both feet, I mean, he really wants to learn. He wants to put everything he's got into it. So working with a lot of the younger people, it's not like working with Zach. Zach wants it bad and he wants to be better than everybody else. He wants to find out, you know, what everybody else knows so that I can use that and then go further than that. So Zach is one of a kind. I can't wait to see what he does in this industry. Working with him and helping him to understand the sales aspect as well as the technical aspect. You know, he picked it up very, very quickly. And I gotta tell you, you know, working with him, you know that his mom is one of those types of people that wanted to duct tape him to a chair because he's always wanting to get up and go, get up and go.

You're not gonna put him behind his desk.

So he's definitely good at what he does and he wants it be to bad.

So it sounds like to me he noticed something about you that I also noticed about the Pizza Hut guy. There was some drive and there was also this ability to just talk to people. It was comfortable. It wasn't forced or anything like that. It was just naturally interested in whatever somebody else was up to, whether it be sales or you're buying a sandwich or whatever it may be. Is that you said something earlier that you played some sports, growing. What sports do you play?

Basketball? Football, a little bit. Baseball.

Basketball, your favorite?

Yeah, I like basketball.

Yeah, basketball is my favorite. I fast moving the whole bit. Did you like losing?

What'd you say? I'm sorry?

Did you like losing?

Oh, no, I hated it. I'm competitive as well.

Yeah, that's usually the recurring theme when you're looking for talent and getting guys like this. You want to ask them about being competitive and really challenge them in that interview process to see if they truly like. A lot of people say they are, but if they are, it's like, I'm going to challenge you with this question, see how you handle that question. And if they're really competitive, even if they aren't perfect at the question, they're going to give it a good try. And so I assume some of those things happened. I've noticed a few things though, people that it doesn't have to be sports, although sports seems to be the predominant one. But it was something that they were interested in when they were younger that I'm gonna guess you weren't the guy that was batting ninth and sitting at the end of the bench or, you know, sitting on the bench in the basketball court and not getting much playing time. I have a feeling you might play a little bit.

Yeah, a little bit.

All right. Same for me. I started in eighth grade. Like I was like, I just went. Tried out for the varsity team. 8th grade coach gave me a hard time about it. I'm like, bring out the starting point guard. I'll play him. Let's go. I was able to work my way onto that team but that's that fire, right? That competitive aspect of things. And I'm going to also bet, and you tell me if I'm wrong about this, but on the skills that it took to be a good basketball player, I'm going to bet that your practice didn't end at practice time like we have. Practice ends at school. You know, school starts right after school. 3:30, whatever. Go to 5:30. Everybody goes in the showers and goes home. Right. I bet you Zach didn't do that. But Zach kind of hung around, did some dribbling drills, shot the basketball, and maybe some passing drills with a buddy, I don't know. Did you do anything like that?

Oh, yeah. If it wasn't. If it wasn't at practice, it was when I got home from practice and I was hanging out with my. My buddies or my neighbors and playing basketball outside, you know, throwing football, things like that.

What position you playing football, Just out of curiosity?

Oh, I played D.B.

Oh, boy.

Yeah. But I'm.

Yeah, you and I would be good friends. That's what I played as well. I was like, hey, that dude's about to catch a ball. I get to smoke him. This is gonna be great. So that's pretty cool that we're similar there. So getting into the sales thing, there was some talent there. We got that kind of figured out. What was maybe some of the bigger challenges for you as you got into it? What would you. What was stopping you right away going, man, I don't know about this.

The first thing was knocking on people's doors. And I just didn't. I just didn't think it was, you know, my dad always growing up, somebody knock on the door, but don't answer. Don't, don't, don't, don't. You know. You know, don't tell them we're here. You know? So I would always think about that, and I'd have bad thoughts in my head. But then, you know, once I got that out of my head, and I really just. Just tried to take control of the conversation. Whenever I knocked on the door and had somebody talking to and just have a good conversation with them.

So, Chuck, you got a guy. He's got some talent. There's no fear there. Because I had the same dad he did. My dad was like. He wouldn't say, don't act like we're not here. He would run to the door, open the door, say, say, get the hell off my property. That was what I thought about. Doorknob. Like, this is gonna be awful. And so you've Got a guy like that, he's got some of those past fears and stigmas with the door knocking thing. How do you coach him, get kind of through that and past that?

So when you look at somebody that has, whether it be call reluctance or knock reluctance, it's always, and I only say this for canvassers and callers, and that is some will, some won't. Next you gotta look at the no's versus the yes. It's called going for no. And if you have the mentality of understanding that I need to go out and get 100 no's today, even if you don't get as many yeses as you want, you still feel accomplished because you've got your goal of the number of no's. But most of the time, what you're going to find out and what Zach has found out is you're going to come up with twice as many yeses if you had that goal of I'm going to get, you know, 20 yeses today or I'm going to get, you know, 10 yeses today and you get 20. It's. That's really the mentality and, and the training that you need to have to be that canvasser.

So, so Zach, that was the thing like focus on the nose, go get those and the company. Okay, cool.

It's numbers game, that's for sure.

It absolutely is. For me, it was a little bit of a mind game too. There was this mind game of fear there and just perception, this perception of what a door knocker is somewhere between ditch digger and garbage man. Right. Like that's kind of what we in our mind somewhere around there. And I can remember being pretty frustrated with it, although I was experiencing success and I was doing some similar things, like, hey man, I got to go get all these no's and I'm going to get the yeses. I remember sitting down one day and going, why am I doing this? Why am I knocking all these doors? What's driving me to do this? And I remember looking at every door. You remember this like it was yesterday. I looked at every door and I had a thousand dollar bill on it. That was why I was knocking the door. That was a thousand dollar bill I could go pick up if I just knocked that door. And that was. Motivated me for a while, but it still kind of had that stigma of salesman. Right. And I thought about it a little bit long, searching us out and we go to their house and I came to the realization because they didn't know, they didn't know we existed and really, somebody else should be doing it. So this other entity that should be doing it, especially in the insurance world, is the insurance company. They know every homeowner inside that hail map way better than we do, and they know where they live, they're inside of that zone and all that stuff. They also have a contract with them that says, hey, you have damage to your house, we're going to take care of it. Why in the world aren't they calling every one of those people saying, hey, you should probably get an inspection on your home? Well, pretty simple. They don't want to spend the money. So it changed my whole perspective and mindset on it that, hey, my job isn't to go out there and sell as many people as I can. My job is to go out and educate as many people as I can. And if I can get them to understand why their insurance company isn't calling them, they're probably going to be my customer. It worked out really well for me. My numbers went up dramatically. And so I see you shaking your head. You're like, yeah, exactly. That's exactly what I'm doing. And so that's super cool to see. Any other challenges? I mean, what's been your worst experience at the door? What's the worst thing that's ever happened?

There's been a lot. You know, some people are just having bad days when you. They don't appreciate you knocking on your door.

Yeah. And people are. That's a great way of looking at it. They're having a bad day. You're not. They're having a bad day. Just pick the wrong time, wrong place, onto the next one. Right. And that's no skin off. It's more about them than me. Great way of approaching that. So I would guess there was a lot to learn in all of this. Canvassing, scripts, presentation, product, installation, knowledge and all that. What you do to get all that stuff packed into your brain as fast as possible so you can get. To get to 2 million, you had to learn pretty quick.

Oh, yeah. I've always said knowledge is king to me. Reading books, watching videos, listening to Chuck, listen to other mentors, you know, people I work with, just listening to them, talking to them, communicating with them, asking questions. They're all things that help me learn and, you know, learn about the business, learn about what I'm doing, what I'm selling.

Chuck, was there any practice involved at all?

There's definitely practice involved with Zach. He was forced to practice on the customer. We don't always want to do that, but he was kind of forced to be out there and practice on the customer. And luckily it worked out very, very well. Everybody loves Zach. One of the nice things about being young, you can always say that you're new, and everybody, oh, you're new, then they take it easy on you. Even the adjusters love the new guys. Help you out.

Yeah, I played that part.

Still says that he's new.

And that's the thing. Like, I am new. I'm still learning. And you are. You will be for quite some time. There's no way to take in all the knowledge of this industry in six months or a year or even three years. I'm still learning to this day. I wouldn't necessarily call myself new, but I'm still learning a bit. And so in this practice, it's hard to do sometimes. And this is where I feel like contractors get lucky. They get lucky because a guy like Zach comes along that can learn with the customers, and you can connect and build relationship right away. But we end up losing a lot of people that could probably have been really good if they would have gotten that practice, they would have gotten that attention, they would have gotten. Gotten that coaching. Would you agree with that, Chuck?

Absolutely. Absolutely. You know, one thing I do want to add is when working with Zach, one thing I didn't have to do that, that I tend to do on a lot of my clients and our clients is focused. I didn't have to focus on the clothes. I didn't have to focus on the price presentation. Zach, what really catapulted him is understanding the information inspection and understanding how to do the inspection so that he got, you know, he was able to step one head of. One step ahead of everybody else that knocked on that door.

So, Zach, does that mean we're not supposed to inspect everything as fast as we can and go, hey, guess what? You got hell damage, right? What does an inspection look like to you?

Oh, to me, I. What I've seen is no one inspects the roof like they should. You know, doing test squares, marking things up that most people want to look at as damage. It might not be damaged, but it's definitely something wrong with the roof that is a manufacturing issue or something like that. Coaching the homeowner and showing them, you know, taking a video, walking them down, walking them through their entire roof, bringing the roof down to them. So, you know, because more times than not, they're not going to get up there, bring the roof down to them, sit there with an iPad, show them, say, hey, there's this. There's that, you know, hail damage, wind damage, show them all your, all your chalk marks, zipper lines.

Do you find yourself using any terminology that the homeowner might not know that positions you into this? Like, I have some knowledge that you don't have type feel.

I don't like to really say big words. I like to put it in their perspective of things so they know, you know, I could be saying like, oh, you know, you're, this is racked, this shingles, racked. It's not right. It just, it was a bad installation, you know, as simple as that. If they ask questions, stuff like that, you know, educate them a little bit more on it.

But yeah, so that, that's really key what you did right there. So saying the shingles are wrecked, most homeowners don't know what that means. But you're able to explain what that means, which positions you into this position of, oh, wow, he's 19, but he's an expert. He actually knows what he's talking about. Which is unusual for a 19 year old kid, number one. And number two is unusual for most contractors. Most contractors don't explain things like that, don't position themselves expert. They position themselves kind of as a, hey, you've got damage and we can help you with the insurance company situation as far as they go. That's super cool that you tell, take it and put it into language they understand. But still able to get across, hey, I know what I'm talking about. Would you agree with that?

Yes, absolutely.

Cool. So I'm guessing you made a little bit of money this year.

A little bit.

Okay. What was your first big purchase?

I bought a truck, moved into my own place, bought a couple TVs. Big TVs. I just kind of spoiled myself with clothes and just going out, doing fun stuff, going on vacations. I just went to Hawaii two months ago, back in October. Been on a cruise. I've been living life a little bit.

Now, is that stuff that would have normally been in your family's history to go to Hawaii and go on cruises and stuff like that, or is that kind of new for you?

I don't think anybody in my family's been to Hawaii. So it's, it's cool to be branching out and stuff like that and taking on new opportunities.

And that's what I love about this industry. This industry is a vehicle. While we probably weren't sit. I'm gonna guess when you were sitting there in high school, you weren't going, man, I can't wait to be a roofer Right. You were probably about being a basketball player or whatever it was that you were going to be. What did you think you were going to be?

Well, as a childhood dream, growing up, I always wanted to be an athlete, but you know how that goes. When I was going into college, I was going to go in for accounting, but I soon realized that that's a fairly boring job.

I couldn't see you in accounting.

I don't even like sitting at this desk right now. I gotta get up and Google.

Yeah, that's another characteristic that I see of people that are really successful in this really fast. They're like wound up. Energy, like a rubber band that's just waiting to be released at any point in time. My grandfather always described me as like a BB in a fruit jar all the time, bouncing around. Would you say that that's one of your qualities? Like it's just high energy all the time?

Absolutely. My. The owner of the company, Jake Stratton, he's always told me his motto is always excitement, sales, excitement, sales, excitement, sales. And I would always think about that. If I'm having a bad day or if I knock on a couple doors and, you know, I'm feeling down and, you know, I get the door slammed in my face, it just go to the next one. Just keep being excited, you know, be loud, you know, get them involved. And that's the way I like doing things. And I think everybody should do it that way.

Yeah, energy's magnetic. Like, I just want to hang out with Zach. I can tell just talking with a hair on the, on this call, like, he would be a guy I would hang out with. I'd be like, hey, he's pretty cool. He's got a lot of energy and we're gonna have a lot of fun. And that's who people buy from. People buy from people that they like and they can have fun with. There's kind of an old saying that goes with that. They buy from people they know like, and trust. And so it seems like you're able to accomplish that quite well.

I want to add real quick, he just mentioned about being an athlete. One of the things that I see so often because I work with so many across the United States, so many sales reps is there's so many athletes. And what we need to understand is that these athletes, this is, this is the, the athlete of the business world, being a sales rep. But not only that is when athletes want to be a, an athlete when they get older. It's only 1% of 1% that gets to do it. And where Zach is right now is he gets to be 1% of 1% of where we are. I mean, 19 years old, selling over $2 million, which is 1% of 1% of people in our industry. I mean, Zach, congratulations, buddy. I mean, I. If I could five right now, I would. Brian.

I definitely like virtual high fives, man. The whole system distancing. This thing works out pretty good, Chuck.

I'm gonna put it in that perspective. But the way you said that, it makes me feel much better about myself.

Well, hey, hold on a second.

In my division.

So here's a thing to remember. Don't rest on your laurels. So you mentioned something earlier, before we hopped on. I want to kind of go back to that for a second. Did you have any goals of, like, what you wanted to achieve or sell in this first year?

I think I have it written down. I think my goal was a million dollars in sales.

2 million. And. And you didn't even know, Right?

So I knew I was up there, but I didn't. One day, he was just like, oh, you're at 2 million. I was like, oh, really?

So obviously the number wasn't the focus. Yeah, the thing driving you. What was driving what was pushing you?

To be completely honest, we. So we have a group chat with a couple of our sales guys, and I just try to outsell everybody every week. And that's.

That's.

That's my main goal of every week, is just outsell everybody. And I like. I said I like competition. So.

So. So it was more and more and more and more and more. So winning was more important than. Than the money, it sounds like, to me, it.

It started with the money, but now it's more bragging rights, trying to. Trying to outsell everybody. And, you know, being a BE number one.

So that's awesome. One of the things I did because I knew the money wasn't my motivator, it wasn't the thing pushing me. And so I remember being in my first training class, there was more than one of us. There's about 10 of us. And there was one other guy with some talent. Like, I could tell he was actually pretty good. And I went, hey, man, you want to make a friendly wager? He's like, what do you mean? I said, well, I'll bet you 20 bucks I signed more people this week than you do. He's like, I'm in. I said, there's a catch. He goes, what's that? I said, whoever wins, the other guy has to give him the 20 bucks in the sales meeting in front of everybody else, he's like, I'm still in. And we went and did that for the entire time. We were both at the same company. And I wanted that 20 bucks way more than I wanted the commissions that I just wanted that win that trophy. Right. So that's super cool, Zach. I like the competitive side of things. So here's the next thing. So you've accomplished a lot in your first year. You've done like 1% of 1%. Like Chuck said. What's next? What's coming for you in 2021?

Well, I think so at roofcon. When I was at roofcon, I think I wrote down a goal of trying to go for 3.5 million in sales this year. So I'm looking forward to that starting here soon, the next, you know, week or two.

So with 3.5, you're gonna have to get better at a few things. What are the things you gotta get better at?

Generating more leads. Knocking doors. Like I said, no one. No one wants to knock doors. It's not, you know, no one wakes up in the morning and wants to go out and knock on someone's door, but you just got to have the driver drive of it to push and just keep moving forward with it and just knocking on doors and just getting them the bad thoughts out of your head and just going and getting after it and getting it done.

So one of the best pieces of advice I got about knocking doors was there was one door you had to get open before anybody else's. That's the one on your truck. You up for a little advice?

What was that?

You up for a little advice on how to get to that 3.5 million? I'm sure Chuck is probably giving you some ideas always. So think about it this way. You can only knock so many doors. Time will run out on you. So how do you leverage other opportunities to create more people coming to you? Think of every one of those doors that you knock as somebody that knows a lot of other people and identify those people whenever you start to create that relationship. They're a cpa, they're a plumber, they're a landscaper, they're whatever. They got clients too. Applying some incentive there. Then they become little sales guys for you. Instead of having to knock everybody's door for, they're starting to call you all the time.

Yeah.

Investigate into some thought into a few different programs. And what I mean by like that, by that is creating some programs that are like insurance agent referral systems, real Estate broker referrals. You create this network and you'll get more and more of that the longer you're in this where people just know who you are and you're their roof guy and they're going to start sending people to you, and that's how you'll start hitting that 3.5 million. Now, last thing I'll piece of advice I'll give you. If you really want to hit some big numbers, start learning that commercial stuff. If you're business, if your company does the commercial thing, don't try to go sell it. And that's the only thing you do, start learning it. Start drawing in that knowledge and getting that information you need. And then go have some fun and knock a door or two. It might surprise you because I think people are more intimidated by knocking commercial doors than they are residential doors, and they don't know the approach. I'm sure Chuck can probably clue you in on some of that and it might surprise you. One of the best things I've ever seen for that is literally walk into the building, like with a clipboard and like a little report thing and maybe your phone out as like a camera and just walk around inside of one of those commercial projects and start taking pictures of all those stains and spots and stuff like that on their roof. And then find somebody that works and goes, hey, you guys got leaks all over the place here. Should I talk to you about that? They're like, yeah, we've been trying to get somebody to deal. You need to call so and so now, and you get to the person you need to get to that way. It's a pretty slick way of getting a little bit of commercial business. All right.

Jim, if I can offer up a little bit of advice.

Sure.

You know, working with the reps that have been 2 million, 6 million.

You'Re.

Not gonna get above $2 million by yourself. And I tell everybody that what you don't wanna do is wear yourself out.