Predictable Revenue: 5 steps to getting off the revenue rollercoaster

1. Predictable Revenue: 5 steps to getting off the revenue rollercoaster

2. Introduction • Ryan Groth • Resides in Pompano Beach, FL • Played college baseball at Oral Roberts and professionally with the LA Angels (2005-2009) as an outfielder. • Launched Followup Power (Followup CRM) with Gregg Wallick of Best Roofing from September 2013 to January 2018. • Became “The Trainer” and launched coaching and consulting arm of the company to ensure proper use of the sales software. • Sold and implemented the program to over 200 specialty contractors, instilling best practices to users. • I work with growth minded contractors across the country now with Sales Transformation Group

3. Mission: To bring transformation that begins with Sales and overflows into every area of the lives of our clients Ryan Groth Founder and President

4. What we’re going to cover • The “Rollercoaster” • Why is not having predictability a problem? • Root causes of unpredictability • 5 steps to predictability • Movie Clip • Action Items

5. The Rollercoaster

6. The Rollercoaster • You hurry up and bid a bunch of jobs to “Get some work” • Then you have to go do the work, so you shift over to project manager mode and “Do the work” • But you have to keep your crews busy, so you find some work to bid and because you feel the pressure…. • You go LOWER ON THE BID THAN YOU’D LIKE to and get the job • But now there’s a lot of pressure to make MARGIN so you PM the heck out of the job • But then there’s no pipeline of High Margin jobs with good accounts! • So you don’t take any risks to grow the business because you feel you need a ton of working capital in the bank! • Since you don’t take any risks you don’t reinvest back into the business and it gets stagnant

9. Why is not having predictability a problem? • With no predictability makes hiring and training more crews very risky • If you can’t make a sound choice here then you risk not having enough profitable work for the people • If you have to let people go, you’ve become a great employment center for your market • Or they can’t feed their families • The next generation of ownership will be buying the company • What if you left your kids an untamed tiger? • Or your business is less valuable and your suffer during your exit

10. What are the root causes of unpredictability?

11. An Event Based Business Model • Event based Business Model • Events are unpredictable • Because of no predictability, you can’t create a solid team • Turnover costs money because you need to hire and retrain • Your local brand and reputation will be damaged if you follow events to chase the transaction versus the relationship

12. An Economic Event Based Business Model • A good economy creates demand for New Construction • New Construction creates a different client base (General Contractors) • New Buildings don’t need always need to be built • Where will the GC’s be when the economy goes bad? • Do you have all of your eggs in this basket?

13. Other causes

14. Not having Goals and a game plan in place • Have you defined success? • If you don’t have goals, you can’t determine what you need to do to succeed! • Do you know how much you want to grow? • Do you know why?

15. Having the wrong mindset • When you approach your clients with the wrong mindset, you operate subserviently in the sales process • When you operate subserviently, you default to their process • This means you provide free consulting • Which means you focus on fixing it and giving them a price ASAP • This means you have a lot of unclear futures on when contracts will sign • Which means revenue is unpredictable

16. Subservient Selling Trap

18. Not measuring leading activity • What are the leading indicators that will ensure predictability of revenue? • If you don’t pay attention to the numbers that equal a new contract, it easily becomes “out of sight out of mind”

19. How do we get off this God forsaken Rollercoaster?

20. Here are the 5 Steps to Predictability • Bet on the horse “Always There” • Sales Vision and Plan Template • Do away with Self-Sabotaging Thought Patterns and Improve Competencies • Optimize your team’s energy, focus and time into the Pipeline • Measure, get feedback, improve CONSISTENTLY. NEVER WAVER

21. Bet on the horse that will always be in every race • Servicing existing buildings • Repairing buildings • Restoring buildings • Replacements • Remodels • Retrofits • What am I missing?

22. Sales Plan and Vision Template

24. Doing Away with Self Sabotaging Thoughts and Improve Competencies • Measure your Sales DNA and Sales Competencies • Certain beliefs and competencies will totally sabotage your ability to sell well and create predictability • What does gold standard look like and how do we measure up?

25. Sales DNA Average Score 72 Doesn't Need Approval Average Score 79 Controls Emotions Average Score 76 Supportive Beliefs Average Score 62 Sales DNA Average Score 45 Comfortable Discussing Money Average Score 73 Handles Rejection Average Score 35 Supportive Buy Cycle™

26. Average Score 41 Relationship Building Average Score 21 CRM Savvy 36% Overall Sales Capability Average Score 33 Sales Process Average Score 8 Social Selling Average Score 70 Presentation Approach Average Score 14 Closer Average Score 49 Hunter Average Score 43 Consultative Seller Average Score 48 Selling Value Average Score 39 Qualifier

27. Optimize for PIPELINE • Optimize your team’s energy, focus and time into the Pipeline • Why? You’re always working yourself out of a job in contracting. In fact, you’re working really hard to chew through that contract amount as quickly and efficiently as possible, with the highest level of quality • Pipeline is EVERYTHING and is the start of your future

28. What would you rather have? • I’d rather have a consistent and predictable pipeline and then figure out how to tighten up operations Versus • Having unpredictable pipeline and not having the resources to keep and train a great team to deliver Sales covers up a lot of sins

29. Here’s how it works • We all have energy (Think of it as HEAT) • We all have a certain amount of focus • ENERGY X FOCUS X TIME = RESULTS • Example A: 5 units of Energy X 2 units of focus = 10 • Example B: 10 units of Energy x 10 level of focus = 100 Your Business Success

30. Here’s how it works • Now the ultimate factor = TIME • Example A: 10 X 10 days = 100 units of Results • Example B: 100 X 365 days = 36,500 units of Results Your Business Success

31. The Success Formula Your Success Energy Focus Time Ways to increase focus Remove distractions Block out the noise Edit your life, remove stupid stuff that doesn’t give you an ROI towards mission Stop being neurotic and chasing shiny things, keep the main thing the main thing Ways to get more energy: Get 8 hours of sleep Drink a lot of water Exercise daily Eat health food Meditate for 20 minutes per day Avoid stupid stuff that hurts your body Ways to have more time Plan tomorrow, today Use your calendar Have a daily journal Say No Say NO SAY NO Keep saying NO

32. Business

33. Measure, get feedback, improve CONSISTENTLY. NEVER WAVER • If you don’t have metrics in place, you will never know where you stand • From a Sales standpoint you need several critical metrics that can come from a good Sales CRM

34. Critical Metrics that Should be Tracked

35. Are we moving towards our Goal? • How are we doing towards our goal? • What needs my laser beam focus? • Prospecting? • Current Account Management? • Sales team DNA? • Sales team Motivation? • Sales team Accountability? • Sales process and role play? • Marketing? • Operations? • Technology/Systems?

36. Never Waiver

37. Never Waiver • (Energy) x (Focus) x (Time) = RESULTS • Sacrifice things that are distracting you • Sacrifice makes the energy flame hotter and stronger • Ask yourself • “What’s more important, bowling night or hitting my business goal?” • “What’s more important, poker night or hitting my business goal?” • Look at your goals often and know why you’re doing them • Improve your Sales DNA, Sales Competencies, Systems Process over and over again. Never Stop!

38. Media Clip: Kobe Bryant Interview “Mamba Mentality”

39. Recap • Identify: Why is not having predictability a problem? • Causes of UN-Predictability • Event based Business Model (storms and economy) • Not having your why, goals and a game plan in place • Subservient Selling Trap • Shiny Object Syndrome • Not measuring so we can improve • How do we get off this thing? • Bet on the horse “Always There” • Sales Vision and Plan Template • Do away with Self-Sabotaging Thought Patterns and Improve Competencies • Optimize your team’s energy, focus and time into the Pipeline • Measure, get feedback, improve CONSISTENTLY. NEVER WAVER • Exercise and Action Items • 7 Layer WHY • Goals and Gameplan worksheet

40. Exercise: “The 7 – Layer Why” • Pair up with someone and everyone go at the same time • Ask the person “why is predictability important to you?” as the 1st “why” • Whatever the answer is, ask them “why [insert other answer] is important to you” (or some variation to get to the next layer) • Go all the way until you’ve asked “7 whys”. Don’t ask HOW, just WHY! • Then “switch” with the other person • Be HONEST and VULNERABLE. Who cares if it gets a little uncomfortable • Use the worksheet to fill in your answer

41. Action Items: Goals and a Game plan