How to Make Money & Keep Customers Happy
How to Make Money & Keep Customers Happy
What drives business owners to excel and uphold quality?
While helping others is a part of what motivates me, my primary driver is competitiveness. Each morning, I start from zero, looking in the mirror and telling myself that today can be a win or a loss, and it's up to me. As a former sales rep, I thrived on competing for the top spot on the leaderboard, not just for the revenue—which naturally follows top sales performance—but for the satisfaction of outperforming the competition. My goal is to grow our business into the largest security company in the Southeast.
Another significant motivator is my commitment to integrity and quality. Having worked as a technician before moving into sales and eventually partnering in this business, I've seen many companies engage in poor practices, taking advantage of customers without proper regard for service quality. We aim to operate transparently, ensuring customers understand the costs and duration of their commitments and delivering installations that meet high standards.
Why is simplifying strategies and targeting niche markets critical for business success?
One of the best decisions we made was to simplify our approach. In the past, we took on large, complex projects, like theaters, which could take months and require multiple team members. Eventually, we decided to focus on a more streamlined strategy, specifically working with builders. This allowed us to concentrate on essentials, like panels and doorbells, while building strong relationships with builders. We focused on showing them the value our services bring, not just for their homeowners but also as a revenue stream for their business.
This pivot has proven to be a smart move, especially in the current market. While many people are hesitant to sell homes with low 3% interest rates and trade them for 7.5% rates, the builder market has started to rebound. Buyers are willing to invest in new construction, knowing they can refinance later. Our decision to specialize and target this niche is now paying off, even in a challenging market. By staying focused on what we do best, we’ve positioned ourselves for sustained success.
What separates top sales performers from average ones?
Success in sales starts and ends with you. If you are prepared, put in the work, and continuously improve, you will excel. Drilling, rehearsing, and learning from a mentor you respect—whether it’s Grant Cardone or another sales expert—can make a huge difference. Becoming obsessed with mastering sales is key. Without the effort to hone your skills, you might sell a few things by chance and mistakenly believe you're a good salesperson. However, many of those sales come from prospects who have already decided to buy.
To truly succeed, you need to handle objections like “Let me think about it,” “Email me the details,” or “I need to talk to my spouse.” If you’re not comfortable addressing these challenges, they will hinder your success. Avoid blaming the leads or the company when things don’t go well. Take responsibility for your performance. While external motivation and advice can guide you, the drive to excel in sales must come from within.
How important is formal education compared to practical skills in business success?
Attending ITT Tech was a poor decision for me. Coming from a small town, I was drawn in by their persuasive commercials showing success stories like "Johnny from nowhere now surfing in California as a communication expert." I moved to pursue an education there, hoping to become an MRI or CAT scan technician. Having worked as an electrician in hospitals, I admired the technicians who assembled MRI machines, which looked incredible when opened up.
I was a year into night classes, working as a technician during the day, and realized something felt off. The tests were all open-book, and I started questioning the quality of the program. I eventually discovered that the school wasn’t accredited, meaning the credits I earned wouldn’t transfer anywhere. I graduated owing $40,000 for a degree that proved worthless.
In hindsight, I should have researched more carefully. While I don't believe formal education is always necessary to succeed—skills like marketing, sales, networking, and promotion have been far more valuable—I would have chosen a better school. Many good options were available in Birmingham. Unfortunately, ITT Tech later went bankrupt, leaving my credits permanently useless. If I could go back, I would read the fine print and make a more informed decision.
How can businesses maintain strong margins?
Right now, our primary focus is on tracking revenue and gross margins. We’re especially paying attention to the conversion rates of our builders. This year, we’ve made a conscious effort to stop giving things away. Many companies offer significant discounts, like $1,000 or $1,500 off, just to secure agreements. While those companies might have better bulk pricing, we believe that if you’re good at what you do, you don’t need to give your services away.
Our focus is on maintaining strong margins. We’re closely monitoring metrics like the price per install and the gross margin for each sale. Currently, we’re operating at over a 50% gross margin on security systems, which is excellent. We’re not the cheapest, but we offer more versatility than many competitors, which allows us to charge a premium. In this highly competitive market, I regularly encounter situations where I lose sales but refuse to match certain prices because it’s not a good business decision. Right now, we’re laser-focused on maintaining and tracking healthy margins.
*This interview has been edited and condensed for clarity.*
