Louis Massaro explains that building a large moving business depends primarily on effective sales rather than bookkeeping; many owners overestimate their sales effectiveness (e.g., answering calls and giving quotes) while actually lacking sufficient top-line revenue, which causes cash-flow problems especially when marketing investments aren’t converting into sales.
People ask Louis, how'd you build a $20 million business in moving? And the answer is always, what sales? And it's such a distinction. And so many people feel like I've got my sales are good, right? We're good. Like there's always a big gap between what I think about it and what somebody I might be talking to thinks about how their sales is doing. No, we're good. We answer the calls, we give quotes. We do this, we do that. But we're struggling with cash flow, right? Struggling with cash flow is not always because you don't manage your books well. It's because there's just not enough coming in the top. You know, you could cut expenses all day long. If there's not enough coming in the top and you're spending money to invest in marketing and you're not taking advantage of it, then that's the problem, right.
