0:00:04.910,0:00:09.750 [Music] 0:00:07.670,0:00:11.670 my name is Ricky regalado 0:00:09.750,0:00:13.469 the founder of route the service 0:00:11.670,0:00:15.120 platform it's a sales platform for the 0:00:13.469,0:00:17.070 commercial cleaning services industry I 0:00:15.120,0:00:18.660 am also the owner of Rose a lot of 0:00:17.070,0:00:21.270 services a family-owned commercial 0:00:18.660,0:00:23.279 cleaning company so welcome to cleaning 0:00:21.270,0:00:24.720 and cocktails a show where I get the 0:00:23.279,0:00:27.900 opportunity to sit down with cleaning 0:00:24.720,0:00:29.580 industry experts and share stories talk 0:00:27.900,0:00:32.130 shop about the industry 0:00:29.580,0:00:35.120 so grab your cocktail listen in and I 0:00:32.130,0:00:35.120 hope you guys enjoy the show 0:00:37.410,0:00:42.870 [Music] 0:00:39.890,0:00:45.270 today's sponsor is on the rocks premium 0:00:42.870,0:00:46.410 cocktails it's bottled to bring the bar 0:00:45.270,0:00:50.190 directly to you 0:00:46.410,0:00:53.670 you just got to crack it and pour it hey 0:00:50.190,0:00:55.680 guys so today's episode is on branding 0:00:53.670,0:00:58.080 and business development 0:00:55.680,0:01:00.960 they both correlate with your image your 0:00:58.080,0:01:03.180 logo and the brand of your company so 0:01:00.960,0:01:05.370 let's start talking about how to build 0:01:03.180,0:01:07.080 your company's brand and take it to the 0:01:05.370,0:01:07.590 next level and stand up on the rest of 0:01:07.080,0:01:10.620 the pack 0:01:07.590,0:01:12.750 welcome to cleaning cocktails another 0:01:10.620,0:01:14.880 episode of some fun-filled talks 0:01:12.750,0:01:16.650 conversations with in this case fellow 0:01:14.880,0:01:17.100 entrepreneurs these guys are my best 0:01:16.650,0:01:19.950 friends 0:01:17.100,0:01:22.920 they I'll get into what they're doing 0:01:19.950,0:01:24.630 and the awesome stuff that they're doing 0:01:22.920,0:01:27.150 as business owners here in the Chicago 0:01:24.630,0:01:28.530 area usually we're talking about 0:01:27.150,0:01:30.869 cleaning experts we're talking about the 0:01:28.530,0:01:32.910 cleaning industry right in this case I 0:01:30.869,0:01:34.979 wanted to switch things up a bit because 0:01:32.910,0:01:37.860 I as I'm talking to so many cleaning 0:01:34.979,0:01:40.410 business owners I found that branding is 0:01:37.860,0:01:44.039 an element that a lot of business owners 0:01:40.410,0:01:45.840 are that fallen short but they may they 0:01:44.039,0:01:48.030 may need some direction and I said hey 0:01:45.840,0:01:49.710 I've got some good friends that are in 0:01:48.030,0:01:52.530 the industry they do it for me 0:01:49.710,0:01:55.050 everything you guys see I you know in my 0:01:52.530,0:01:57.270 office on social media has been 0:01:55.050,0:02:00.450 developed created produced by these guys 0:01:57.270,0:02:01.920 so you know without further ado I want 0:02:00.450,0:02:03.000 to get into just you guys tell me a 0:02:01.920,0:02:04.530 little bit about yourselves I know 0:02:03.000,0:02:06.479 everything's about you guys but I want 0:02:04.530,0:02:08.640 everybody else to get a little bit about 0:02:06.479,0:02:10.500 Carlo get a little bit about rich rich 0:02:08.640,0:02:12.240 why don't you start off give us you know 0:02:10.500,0:02:13.890 how did you get into this group in an 0:02:12.240,0:02:17.160 industry a lot of them just being an 0:02:13.890,0:02:18.870 entrepreneur yeah I can kind of open it 0:02:17.160,0:02:22.770 up thanks for having us by the way right 0:02:18.870,0:02:25.650 so yeah culture studio is basically a 0:02:22.770,0:02:27.120 merchandise company we make products a 0:02:25.650,0:02:30.420 lot like the stuff that you guys see 0:02:27.120,0:02:34.170 with with route and pretty specifically 0:02:30.420,0:02:36.840 play in the music space so we make music 0:02:34.170,0:02:40.620 merchandise for touring 0:02:36.840,0:02:43.560 and retail artists so big-box retailers 0:02:40.620,0:02:45.599 along with what used to be concerts but 0:02:43.560,0:02:47.330 as the conversation we just have we 0:02:45.599,0:02:50.790 think they can come back pretty strong 0:02:47.330,0:02:53.310 so we we haven't always been in the 0:02:50.790,0:02:55.650 music industry we started off in retail 0:02:53.310,0:02:57.870 so we had a brand of our own I think 0:02:55.650,0:03:00.690 that's what made us you know good at 0:02:57.870,0:03:02.700 kind of understanding what the other 0:03:00.690,0:03:06.120 side is looking for we were actually on 0:03:02.700,0:03:08.970 that side having a brand and retailing 0:03:06.120,0:03:13.260 our products across the country at that 0:03:08.970,0:03:15.269 point in 2008 we decided that we had a 0:03:13.260,0:03:17.370 hard time importing products we actually 0:03:15.269,0:03:19.530 still have a hard time promise to be 0:03:17.370,0:03:22.920 completely honest with you online not 0:03:19.530,0:03:24.569 specific yeah and you know we weren't 0:03:22.920,0:03:27.000 good at importing the products we had a 0:03:24.569,0:03:30.510 really hard time making those products 0:03:27.000,0:03:32.400 in the in the US around 2008 and so 0:03:30.510,0:03:34.950 that's where the studio part comes from 0:03:32.400,0:03:37.530 culture studio we decided that we're 0:03:34.950,0:03:39.599 just going to go up and open up timing 0:03:37.530,0:03:42.989 actually our first shop was probably 0:03:39.599,0:03:45.569 smaller than this your office that we 0:03:42.989,0:03:47.430 got here was like 900 square feet the 0:03:45.569,0:03:50.489 entire shop so we've made a little 0:03:47.430,0:03:52.500 studio of our own and you know that wall 0:03:50.489,0:03:54.989 just continued to start to roll we 0:03:52.500,0:03:58.530 assembled the team with all the brothers 0:03:54.989,0:04:00.090 involved and you know we grew that from 0:03:58.530,0:04:02.760 two thousand eight to nine hundred 0:04:00.090,0:04:05.549 square feet to where we are today fifty 0:04:02.760,0:04:08.819 thousand square feet was almost a 0:04:05.549,0:04:10.889 hundred employees on that side and we 0:04:08.819,0:04:14.190 produce some in the range of 40,000 0:04:10.889,0:04:15.840 units a day out of the building like 0:04:14.190,0:04:19.709 every type of product that you can 0:04:15.840,0:04:21.660 imagine apparel soft goods hard goods we 0:04:19.709,0:04:24.930 got an insane new machine called the 0:04:21.660,0:04:26.310 hybrid digital squeegee that I think 0:04:24.930,0:04:28.940 it's going to really change the way that 0:04:26.310,0:04:31.500 decoration is done on the print side but 0:04:28.940,0:04:34.030 yeah that's hopefully a little open up 0:04:31.500,0:04:37.660 if you have anything to add to that 0:04:34.030,0:04:38.770 before yes Carla tell us a little bit 0:04:37.660,0:04:42.520 about yourself 0:04:38.770,0:04:44.650 yeah so I'm Carlo Oviedo I'm the chief 0:04:42.520,0:04:47.410 revenue officer for culture studio so 0:04:44.650,0:04:50.110 that's a fancy word for just driving 0:04:47.410,0:04:53.470 business and sales that's a fancy word 0:04:50.110,0:04:56.370 we gave me but yeah we we got into this 0:04:53.470,0:04:59.080 business like rich said back in 2008 and 0:04:56.370,0:05:00.070 just started to really disrupt and 0:04:59.080,0:05:01.720 that's why I like what Ricky's doing 0:05:00.070,0:05:03.130 with this podcast and talking about 0:05:01.720,0:05:05.890 cleaning and everything is that that's 0:05:03.130,0:05:07.810 no it's a it's a classic industry for 0:05:05.890,0:05:09.310 sure but just because it's classic and 0:05:07.810,0:05:11.710 it's been around for so long doesn't 0:05:09.310,0:05:13.720 mean someone someone can't come in and 0:05:11.710,0:05:15.130 disrupt the hell out of it and I think 0:05:13.720,0:05:16.930 that's what culture should you'll really 0:05:15.130,0:05:19.360 did when you think about screen printing 0:05:16.930,0:05:21.460 and you think about manufacturing it's a 0:05:19.360,0:05:24.070 pretty old-school thing it's old guys 0:05:21.460,0:05:27.340 running the shops it's its second third 0:05:24.070,0:05:29.290 generation and I think the same thing is 0:05:27.340,0:05:30.850 with with cleaning it's like a handed 0:05:29.290,0:05:34.330 down for my dad gave me this and you 0:05:30.850,0:05:35.770 might my uncle's gave me that um and we 0:05:34.330,0:05:37.930 just came out with the new energy and we 0:05:35.770,0:05:39.730 shook things up a little bit and I think 0:05:37.930,0:05:41.500 when someone comes in and shakes things 0:05:39.730,0:05:43.270 up and you piss a lot of people off 0:05:41.500,0:05:45.370 probably along the way which which is 0:05:43.270,0:05:46.750 okay it's okay if you if you come and 0:05:45.370,0:05:49.180 you say yes to everything and then 0:05:46.750,0:05:51.070 figure out a way I think if you if you 0:05:49.180,0:05:53.110 looked at or interviewed one of our 0:05:51.070,0:05:55.420 employees one of our hundred and asked 0:05:53.110,0:05:56.800 you know what is called what is Carlos 0:05:55.420,0:05:59.020 thing like what what makes what makes 0:05:56.800,0:06:01.540 him different it's the yes mentality 0:05:59.020,0:06:04.330 it's like can you get this done can you 0:06:01.540,0:06:06.910 do five five thousand Jonas Brothers 0:06:04.330,0:06:10.030 t-shirts in one day and get it to the 0:06:06.910,0:06:11.380 United Center yes and then you got to go 0:06:10.030,0:06:14.290 back to the team and figure out if we 0:06:11.380,0:06:15.640 can't really do it you know that guys we 0:06:14.290,0:06:17.500 just recently just took an order for 0:06:15.640,0:06:19.690 5,000 units and we have to hand deliver 0:06:17.500,0:06:22.210 it to the United Center in four hours 0:06:19.690,0:06:23.980 how do we do it but you know it's it's 0:06:22.210,0:06:25.450 that Girt and saying it upfront but then 0:06:23.980,0:06:26.920 going back to your team and figured out 0:06:25.450,0:06:28.330 how to actually get it done is is the 0:06:26.920,0:06:30.940 beauty that's that's the secret sauce 0:06:28.330,0:06:32.410 behind the whole thing so yeah it's it's 0:06:30.940,0:06:34.720 it's been a cool ride I'm sure we'll get 0:06:32.410,0:06:37.030 a little deeper into it but myself rich 0:06:34.720,0:06:40.169 then we have two other brothers Joey and 0:06:37.030,0:06:41.789 Nick so family run an hour an hour 0:06:40.169,0:06:43.650 right you know rich Joey Nick are 0:06:41.789,0:06:44.849 actually brothers and I'm kind of that 0:06:43.650,0:06:46.889 brother from another mother 0:06:44.849,0:06:50.400 that we just grew up together best 0:06:46.889,0:06:52.590 friends rich and I and that family 0:06:50.400,0:06:53.669 dynamic really works I think only in one 0:06:52.590,0:06:55.919 way because you always hear the horror 0:06:53.669,0:06:58.020 stories like family run businesses they 0:06:55.919,0:07:00.150 bunt they butt heads and like things 0:06:58.020,0:07:03.870 don't work out it works out in art in 0:07:00.150,0:07:06.330 our world because rich is kind of the 0:07:03.870,0:07:07.979 business brains behind everything if you 0:07:06.330,0:07:09.749 got to get a hundred thousand million 0:07:07.979,0:07:11.159 dollar loan from somewhere and I'll 0:07:09.749,0:07:15.180 figure out a way to get he's got the 0:07:11.159,0:07:16.469 business acumen me I'll close a deal I 0:07:15.180,0:07:19.379 figure I'll figure out a way to close a 0:07:16.469,0:07:21.569 million-dollar deal Joey is the the best 0:07:19.379,0:07:23.129 at what he does in production and Nick 0:07:21.569,0:07:25.199 is we were just talking about him before 0:07:23.129,0:07:27.060 the show he's the logistics King he's 0:07:25.199,0:07:29.189 got he's got the patience he knows how 0:07:27.060,0:07:30.659 to speak the language and those are all 0:07:29.189,0:07:32.099 skill sets that we don't have so you 0:07:30.659,0:07:33.300 take those four different pieces and you 0:07:32.099,0:07:37.560 put the right people on the right seat 0:07:33.300,0:07:41.129 and success comes from it so yeah I mean 0:07:37.560,0:07:43.770 exactly why this is perfect because 0:07:41.129,0:07:45.270 every element you guys talk down it's 0:07:43.770,0:07:47.219 relevant to us in the cleaning industry 0:07:45.270,0:07:50.250 right right so I'll go down the line 0:07:47.219,0:07:52.649 where you guys sent logistics our 0:07:50.250,0:07:54.839 logistics is you know where staff is 0:07:52.649,0:07:56.219 going to work it right like we you guys 0:07:54.839,0:07:58.469 have to look you know the 0:07:56.219,0:08:01.020 brick-and-mortar where people work which 0:07:58.469,0:08:03.060 is one one battle in itself where we 0:08:01.020,0:08:05.759 have you know 50 locations that somebody 0:08:03.060,0:08:06.960 has to go to and service so logistics we 0:08:05.759,0:08:09.360 have to figure out scheduling how does 0:08:06.960,0:08:11.699 that work in a in a cleaning business 0:08:09.360,0:08:14.180 everybody should have that person who 0:08:11.699,0:08:16.740 handles that right the business acumen 0:08:14.180,0:08:18.389 do you know how much stuff I have to do 0:08:16.740,0:08:20.879 on learn I have to learn I don't learn 0:08:18.389,0:08:23.399 QuickBooks I had understand LLC versus 0:08:20.879,0:08:24.749 escort I don't understand you know what 0:08:23.399,0:08:27.870 software is a team should be using 0:08:24.749,0:08:30.029 that's that's another somebody else 0:08:27.870,0:08:31.830 should be another person a person rep 0:08:30.029,0:08:32.190 like here's all about production with 0:08:31.830,0:08:34.240 Joey 0:08:32.190,0:08:36.130 that's like supplies inventory for 0:08:34.240,0:08:37.510 the cleanest basic somebody right now 0:08:36.130,0:08:40.089 they're doing inventory management I 0:08:37.510,0:08:44.140 know not one thing right out there I 0:08:40.089,0:08:45.670 know bits and pieces but it's it proves 0:08:44.140,0:08:47.860 to me to prove to everybody in our 0:08:45.670,0:08:49.270 spaces running a cleaning business 0:08:47.860,0:08:52.089 running a screen printing business 0:08:49.270,0:08:54.010 running a plumbing business like we're 0:08:52.089,0:08:55.870 service-oriented so there's a lot of 0:08:54.010,0:08:57.760 relevance yeah yeah you know this is why 0:08:55.870,0:08:59.080 I think this is great because it's you 0:08:57.760,0:09:01.029 guys are talking about we're gonna talk 0:08:59.080,0:09:03.459 about issues and elements and you know 0:09:01.029,0:09:05.589 branding in what you guys bring to the 0:09:03.459,0:09:11.310 table but for everybody to know is these 0:09:05.589,0:09:13.240 are things that we are business really 0:09:11.310,0:09:15.310 these are things that are gonna flow 0:09:13.240,0:09:17.500 over to any business and yeah with like 0:09:15.310,0:09:19.000 production with Joey that could be who's 0:09:17.500,0:09:20.920 the subject matter expert for you guys 0:09:19.000,0:09:22.420 in the flooring and then who's the 0:09:20.920,0:09:24.100 subject matter expert on painting and 0:09:22.420,0:09:25.480 the construction getting someone that 0:09:24.100,0:09:27.580 really knows their craft and each one of 0:09:25.480,0:09:30.190 those things adds value to the company 0:09:27.580,0:09:31.360 in a whole and so the main thing and 0:09:30.190,0:09:34.209 this is where you know I get some 0:09:31.360,0:09:35.890 feedback from you guys is everybody on 0:09:34.209,0:09:37.720 our space to give you some insight right 0:09:35.890,0:09:39.940 is they struggle to scale these 0:09:37.720,0:09:41.200 struggler to go from the owner wearing 0:09:39.940,0:09:43.540 multiple hats like I did for the first 0:09:41.200,0:09:45.399 couple of years right you lose you know 0:09:43.540,0:09:47.920 necessarily trust somebody to come in 0:09:45.399,0:09:49.870 and take that workload and delegate but 0:09:47.920,0:09:52.209 you guys have just said it with four 0:09:49.870,0:09:53.380 people you've delegated four different 0:09:52.209,0:09:55.329 roles and I'm sure within the 0:09:53.380,0:09:57.520 organization there's way more other 0:09:55.329,0:09:59.920 people to have run other departments but 0:09:57.520,0:10:01.570 talk about that transition from when you 0:09:59.920,0:10:03.970 guys were you know what I bet you guys 0:10:01.570,0:10:06.160 in the thousand square foot office you 0:10:03.970,0:10:08.470 were worrying every hat going from you 0:10:06.160,0:10:11.320 know producing a t-shirt to selling the 0:10:08.470,0:10:13.779 going to a fashion show richest days of 0:10:11.320,0:10:16.029 Washington Enoch about transitioning 0:10:13.779,0:10:20.260 about is doing at work to when you 0:10:16.029,0:10:22.510 figure it out I mean I you know I don't 0:10:20.260,0:10:25.420 feel unfortunately not everybody is 0:10:22.510,0:10:27.970 blessed to have you know for me like 0:10:25.420,0:10:31.810 three incredible brothers that all kind 0:10:27.970,0:10:34.029 of each have thankless jobs you know 0:10:31.810,0:10:36.370 because it's not like you know one of us 0:10:34.029,0:10:38.380 is on a daily basis like running over 0:10:36.370,0:10:40.649 and be like okay great sale you know 0:10:38.380,0:10:40.649 like 0:10:40.660,0:10:45.040 in it you know I think that's that's 0:10:42.519,0:10:46.990 something that we talk about often is is 0:10:45.040,0:10:50.290 removing ourselves a little bit from the 0:10:46.990,0:10:52.810 business and and you know being a lot 0:10:50.290,0:10:54.490 more thankful for each other's role and 0:10:52.810,0:10:58.540 and the time that we get to spend with 0:10:54.490,0:11:01.269 each other but yeah and especially in 0:10:58.540,0:11:04.000 the times like we have today that we 0:11:01.269,0:11:07.149 find a whole greater appreciation for 0:11:04.000,0:11:09.550 each other's roles when times get tough 0:11:07.149,0:11:11.589 you know you start to look at that other 0:11:09.550,0:11:14.589 person you know I mentioned Nick you 0:11:11.589,0:11:15.939 know it was a logistics expert like I 0:11:14.589,0:11:19.329 wouldn't even know where to start like 0:11:15.939,0:11:21.189 word what is the air bill and we're you 0:11:19.329,0:11:22.899 know where is it fly what is the route 0:11:21.189,0:11:25.269 who's the carrier is it the real that 0:11:22.899,0:11:28.029 the bol like I don't even know what to 0:11:25.269,0:11:30.250 be ill I was you know like just I think 0:11:28.029,0:11:34.560 you have a serious found respect for 0:11:30.250,0:11:36.939 everybody's role that is often kind of 0:11:34.560,0:11:38.139 thankless that's like because you you're 0:11:36.939,0:11:41.199 in it together so you don't necessarily 0:11:38.139,0:11:43.149 think about you know showing 0:11:41.199,0:11:45.730 appreciation for each other's role but 0:11:43.149,0:11:49.060 you know my my suggestion is that if you 0:11:45.730,0:11:52.000 haven't been as lucky as I have to you 0:11:49.060,0:11:54.339 know kind of be born into the family of 0:11:52.000,0:11:56.680 the team you have to assemble that 0:11:54.339,0:11:58.930 essential crew and if that essential 0:11:56.680,0:12:00.670 crew is made up of two people then you 0:11:58.930,0:12:02.860 know you parcel that off and you make 0:12:00.670,0:12:04.620 sure that each one of you are doing 0:12:02.860,0:12:07.180 something that the other one appreciates 0:12:04.620,0:12:09.519 you can't be doing the same job because 0:12:07.180,0:12:11.380 that's when you know it starts to have 0:12:09.519,0:12:14.860 an element of like well I'm doing all 0:12:11.380,0:12:18.519 the work and you know but whether that 0:12:14.860,0:12:21.639 crew is 2 people or 10 people or 15 0:12:18.519,0:12:24.430 people you know it's important to put 0:12:21.639,0:12:28.180 that team together where each one of you 0:12:24.430,0:12:31.089 are doing a job that is equally a value 0:12:28.180,0:12:34.480 even though you may not high-fiving pat 0:12:31.089,0:12:36.309 on the back every day you know you know 0:12:34.480,0:12:38.470 you still have appreciation for the role 0:12:36.309,0:12:42.339 the date that they serve and that's 0:12:38.470,0:12:45.009 scalable as if you add an HR person and 0:12:42.339,0:12:47.050 you know Karl and I could say I'm zero 0:12:45.009,0:12:50.170 days out of the year we want to do 0:12:47.050,0:12:52.449 Annabelle's job zero days you know like 0:12:50.170,0:12:53.450 not one day I wake up and is like you 0:12:52.449,0:12:55.280 know what I want to do 0:12:53.450,0:12:58.460 I want to handle her problems you know 0:12:55.280,0:13:01.040 like and and you look for people that 0:12:58.460,0:13:04.550 have the skill set to to handle that 0:13:01.040,0:13:07.640 role and I think when you find somebody 0:13:04.550,0:13:09.650 and you bring them into the internal 0:13:07.640,0:13:11.690 circle you know where you're 0:13:09.650,0:13:14.180 differentiating the business you really 0:13:11.690,0:13:17.150 hold on to those people and you know 0:13:14.180,0:13:19.340 that's that's the scalability that I 0:13:17.150,0:13:22.430 think starts to happen is you go from 0:13:19.340,0:13:23.960 two core people to four and four core 0:13:22.430,0:13:26.300 people to ten and then you know you 0:13:23.960,0:13:30.710 continue that you have to want to scale 0:13:26.300,0:13:32.240 though too sometimes we think we 0:13:30.710,0:13:34.970 naturally talk about scale because 0:13:32.240,0:13:36.500 that's that's who we are we're built as 0:13:34.970,0:13:39.260 entrepreneurs and founders of our 0:13:36.500,0:13:41.150 companies we want to grow not everyone 0:13:39.260,0:13:41.540 wants to grow you know it's just crazy 0:13:41.150,0:13:44.570 to me 0:13:41.540,0:13:46.160 does it fit our personalities but you 0:13:44.570,0:13:48.320 know if you don't want to grow then yeah 0:13:46.160,0:13:50.480 fine do QuickBooks yourself and you know 0:13:48.320,0:13:51.890 do your social media yourself and do 0:13:50.480,0:13:53.540 your sales but you're only gonna get to 0:13:51.890,0:13:54.860 a certain point but you know you're 0:13:53.540,0:13:56.390 talking about riches it's talking about 0:13:54.860,0:13:57.380 scaling yeah you then have to start 0:13:56.390,0:13:59.660 putting the right people in the right 0:13:57.380,0:14:01.610 place and you gotta have the culture to 0:13:59.660,0:14:03.050 want a scale yeah and it's funny like 0:14:01.610,0:14:04.550 it's weird sometimes it's almost a 0:14:03.050,0:14:07.070 little corny when we talk about culture 0:14:04.550,0:14:09.800 because our name is culture but name 0:14:07.070,0:14:11.600 there was I was doing an interview with 0:14:09.800,0:14:13.700 somebody today actually you know 0:14:11.600,0:14:15.140 virtually and she's like I'm like what 0:14:13.700,0:14:16.550 do you care most about in the company 0:14:15.140,0:14:17.780 like what makes you make your decision 0:14:16.550,0:14:19.610 for where you want to work she's like 0:14:17.780,0:14:21.290 this sounds corny but it's culture 0:14:19.610,0:14:22.460 should think I wanted to say this cuz 0:14:21.290,0:14:25.550 I'm on an interview and your name is 0:14:22.460,0:14:27.380 culture studio oh my god it's okay we 0:14:25.550,0:14:28.850 chose the name because we're gonna have 0:14:27.380,0:14:31.310 conversations like this because culture 0:14:28.850,0:14:33.230 is so important in our culture and I 0:14:31.310,0:14:35.090 know Ricky's is as well and his company 0:14:33.230,0:14:37.910 is like how can we disrupt and how can 0:14:35.090,0:14:40.070 we grow take over market share and just 0:14:37.910,0:14:43.040 continue to grasp bigger and bigger 0:14:40.070,0:14:44.720 goals and like is a funny thing I know 0:14:43.040,0:14:46.340 Ricky for a long time and he's like one 0:14:44.720,0:14:49.280 of the greediest guys I've ever met 0:14:46.340,0:14:51.800 he's a jack of all trades this guy and 0:14:49.280,0:14:53.420 the funny thing is like every time he 0:14:51.800,0:14:56.470 calls me it comes up Ricky 0:14:53.420,0:14:56.470 Northstar lending 0:14:58.690,0:15:07.090 when I was working there with you guys 0:15:02.550,0:15:08.620 sales goes Ricky Northstar London it 0:15:07.090,0:15:10.510 always reminds me how this guy's always 0:15:08.620,0:15:11.740 had like five different jobs he's always 0:15:10.510,0:15:13.450 been pushing forward trying to do 0:15:11.740,0:15:15.120 something trying to figure out which was 0:15:13.450,0:15:17.410 which thing was gonna be the right thing 0:15:15.120,0:15:18.940 and now I was joking around with him to 0:15:17.410,0:15:21.430 is like I'm here Ricky what's your email 0:15:18.940,0:15:24.040 because he's got 17 different emails in 0:15:21.430,0:15:25.960 my phone he got rose a lot of he's got 0:15:24.040,0:15:27.850 this one he's got when he was a doorman 0:15:25.960,0:15:29.350 he's got a bit of it I got 14 different 0:15:27.850,0:15:31.000 emails but it shows the grit and 0:15:29.350,0:15:31.990 tenacity of a founder and you can see 0:15:31.000,0:15:36.250 what they've already done with this 0:15:31.990,0:15:37.870 place that that drive that you have you 0:15:36.250,0:15:40.480 know spills over into the culture that 0:15:37.870,0:15:42.490 you have and that is even more important 0:15:40.480,0:15:44.530 when you want people to push their 0:15:42.490,0:15:46.930 limits to to have a good company culture 0:15:44.530,0:15:49.600 and that's where branding comes in you 0:15:46.930,0:15:51.220 know let's so right before branding 0:15:49.600,0:15:52.810 though one thing I did want to talk her 0:15:51.220,0:15:54.460 cuz hearing both you guys talk about 0:15:52.810,0:15:55.810 this and I know because I hear people 0:15:54.460,0:15:59.710 when they message being asking me 0:15:55.810,0:16:01.090 questions I'm what's so scary you can't 0:15:59.710,0:16:03.220 scale if you don't have the right people 0:16:01.090,0:16:05.260 that you choose but then a topic that 0:16:03.220,0:16:08.530 comes up and some that I struggled with 0:16:05.260,0:16:10.240 too was you need revenue to come in to 0:16:08.530,0:16:13.510 pay for a fifty thousand dollar salary 0:16:10.240,0:16:15.490 position right or you know you need the 0:16:13.510,0:16:17.470 cash flow to hire that it's not that 0:16:15.490,0:16:20.110 people sometimes don't want to hire the 0:16:17.470,0:16:23.680 operations director a supervisor a new 0:16:20.110,0:16:25.840 book it comes with money so like I've 0:16:23.680,0:16:29.110 always try to understand the formula 0:16:25.840,0:16:31.300 behind when do you hire that the 0:16:29.110,0:16:33.190 executive level management level because 0:16:31.300,0:16:34.870 how are these different right how really 0:16:33.190,0:16:37.480 is you probably have an account or you 0:16:34.870,0:16:39.400 guys have a or it's a variable cost that 0:16:37.480,0:16:41.490 comes with production yeah where if you 0:16:39.400,0:16:43.290 have to hire a management 0:16:41.490,0:16:45.510 like when is it that time you say hey 0:16:43.290,0:16:47.460 damn we're about a mile or our profit 0:16:45.510,0:16:51.330 margin was 10% we're gonna have to take 0:16:47.460,0:16:53.640 a hit at five to higher X Y Z to take a 0:16:51.330,0:16:56.400 set of next step like how how do you 0:16:53.640,0:17:00.480 guys determine when you're hiring many 0:16:56.400,0:17:04.190 people yeah I mean I would say you know 0:17:00.480,0:17:06.330 we're a wildly process driven 0:17:04.190,0:17:08.820 organization so that we're allow 0:17:06.330,0:17:11.760 ourselves to think and if that if I 0:17:08.820,0:17:15.810 could summarize you know that that the 0:17:11.760,0:17:19.260 whole concept is like we build expensive 0:17:15.810,0:17:22.680 processes and then in that process if 0:17:19.260,0:17:25.230 there's a person that is needed and that 0:17:22.680,0:17:27.030 that's when we'll go out and get the 0:17:25.230,0:17:29.580 person you know very often at the 0:17:27.030,0:17:34.260 sacrifice of profit or at the sacrifice 0:17:29.580,0:17:36.600 of many things you know I mean the 0:17:34.260,0:17:39.240 possibility is actually that speaking a 0:17:36.600,0:17:41.940 Greek word does you know for leading up 0:17:39.240,0:17:46.620 to to the last couple years you know 0:17:41.940,0:17:48.840 we've always chosen growth over you know 0:17:46.620,0:17:52.860 taking money out of the company or being 0:17:48.840,0:17:55.140 profitable but you know what I think if 0:17:52.860,0:17:57.210 I could add to that is that I don't 0:17:55.140,0:18:00.780 necessarily believe that the word 0:17:57.210,0:18:04.320 scaling equals hiring I think the word 0:18:00.780,0:18:08.250 scaling means further establishing the 0:18:04.320,0:18:11.580 process and part of the process is being 0:18:08.250,0:18:14.250 thoughtful you know I'm more like the 0:18:11.580,0:18:16.950 process guy of ikana i engineer 0:18:14.250,0:18:19.920 everything to work perfectly and then 0:18:16.950,0:18:22.260 carlo comes in really nicely on top and 0:18:19.920,0:18:24.440 says okay does everybody understand how 0:18:22.260,0:18:27.690 to do that okay now use your discretion 0:18:24.440,0:18:29.190 because if you have no process you have 0:18:27.690,0:18:31.920 to think the entire time and that 0:18:29.190,0:18:34.710 where's people out it wears me out you 0:18:31.920,0:18:37.470 know like we left the ger up the the 0:18:34.710,0:18:40.080 garbage the back porch yeah you know I 0:18:37.470,0:18:41.970 live in Lincoln Park I had raccoons tear 0:18:40.080,0:18:45.480 the whole garbage out if I have to think 0:18:41.970,0:18:48.030 all day long I exhaust myself okay so 0:18:45.480,0:18:49.620 process allows me to say okay this is 0:18:48.030,0:18:51.390 how we do something this is how we 0:18:49.620,0:18:53.400 accept the credit card this is how we 0:18:51.390,0:18:53.910 process in order this is how an order 0:18:53.400,0:18:55.890 flow 0:18:53.910,0:18:58.380 through the organization so that when 0:18:55.890,0:19:00.870 somebody says to me hey I have an 0:18:58.380,0:19:04.200 opportunity for a thousand units 0:19:00.870,0:19:06.420 full-color process boom ba-ba-boom the 0:19:04.200,0:19:08.820 process says that I should charge them 0:19:06.420,0:19:11.490 this amount can I charge them this 0:19:08.820,0:19:13.980 amount - 20 percent I'm like yeah for 0:19:11.490,0:19:15.540 sure like it's it's an easy thought 0:19:13.980,0:19:18.600 because I'm not thinking the whole way 0:19:15.540,0:19:20.820 through the process gets me 80% of the 0:19:18.600,0:19:23.520 way and then I can think for that 20 0:19:20.820,0:19:27.060 percent so that's I mean it's that's a 0:19:23.520,0:19:28.980 great point because okay it's a side 0:19:27.060,0:19:30.650 Trek conversation they're good this is 0:19:28.980,0:19:33.440 what we're having some good common ways 0:19:30.650,0:19:35.460 scaling doesn't necessarily mean higher 0:19:33.440,0:19:39.560 scaling definitely now could mean 0:19:35.460,0:19:43.680 improving your process to expand the 0:19:39.560,0:19:44.880 technology that's all scaling because a 0:19:43.680,0:19:46.110 lot of people would probably think of 0:19:44.880,0:19:47.820 scaling me they need to be almighty 0:19:46.110,0:19:49.440 scaling means that I need to go to 0:19:47.820,0:19:51.950 another state yeah that's not 0:19:49.440,0:19:54.600 necessarily right and I think you know 0:19:51.950,0:19:56.400 that's a great yeah not necessarily 0:19:54.600,0:19:58.230 people but it could be the process it 0:19:56.400,0:19:59.580 could be technology it could be you know 0:19:58.230,0:20:01.340 different things that you can add to the 0:19:59.580,0:20:03.930 process that makes it a little easier I 0:20:01.340,0:20:07.170 might be biased but I believe that you 0:20:03.930,0:20:09.450 know scaling starts with sales in my 0:20:07.170,0:20:11.790 opinion you know you have to have sales 0:20:09.450,0:20:13.590 in order to then scale whether it's 0:20:11.790,0:20:14.910 people whether it's process because you 0:20:13.590,0:20:16.260 can have the best technology in the 0:20:14.910,0:20:17.460 world you can have the best process in 0:20:16.260,0:20:22.880 the world but if you have one dollar of 0:20:17.460,0:20:22.880 sales but sales cures everything 0:20:26.090,0:20:30.840 everything else not richer than I've 0:20:28.170,0:20:32.310 said that said that you know and yeah 0:20:30.840,0:20:34.680 it's like or even like if you need to go 0:20:32.310,0:20:36.840 out and get funding like did you focus 0:20:34.680,0:20:39.140 on sales purse a real quick way to get a 0:20:36.840,0:20:41.460 loan first as close a deal yeah you know 0:20:39.140,0:20:42.810 that's I think our Cuban Center the mark 0:20:41.460,0:20:44.490 you is like the fridge if you want to 0:20:42.810,0:20:46.080 get a deal could just just go close a 0:20:44.490,0:20:47.700 sale first yeah get a thousand dollars 0:20:46.080,0:20:49.020 in revenue you don't have to get a loan 0:20:47.700,0:20:50.310 application you don't have to wait and 0:20:49.020,0:20:51.450 get your credit ran you're not to go 0:20:50.310,0:20:53.120 through all that bullshit just go and 0:20:51.450,0:20:55.980 close a deal and then close a bigger one 0:20:53.120,0:20:58.350 now I'm biased because I'm on the sales 0:20:55.980,0:21:00.090 side of things but just important more 0:20:58.350,0:21:02.730 importantly like even with this crisis 0:21:00.090,0:21:04.500 going on I have even more found respect 0:21:02.730,0:21:06.120 for the production side 0:21:04.500,0:21:08.340 things the supply-chain side of things 0:21:06.120,0:21:11.100 because when you're forced to shut down 0:21:08.340,0:21:13.440 in most business cases you have you have 0:21:11.100,0:21:15.270 this this shut down you can still get 0:21:13.440,0:21:16.710 the sale and then you go and try to 0:21:15.270,0:21:18.480 subcontract with someone that's closed 0:21:16.710,0:21:20.220 it's a call right now you have the sale 0:21:18.480,0:21:21.630 but you can't get it done no so you have 0:21:20.220,0:21:22.920 to have a lot more appreciation for all 0:21:21.630,0:21:24.480 the things behind the scenes and I think 0:21:22.920,0:21:27.360 through a crisis those things really get 0:21:24.480,0:21:30.600 highlight yeah so man we could keep 0:21:27.360,0:21:32.910 going heavys yeah right so but the main 0:21:30.600,0:21:34.470 emphasis of this this episode is 0:21:32.910,0:21:37.200 branding right as you can see you know 0:21:34.470,0:21:39.420 my shirt you know over here coffee 0:21:37.200,0:21:41.880 coasters you know behind uh you know a 0:21:39.420,0:21:43.740 lot of a lot of the stuff that I do is 0:21:41.880,0:21:45.450 branding because I feel like it 0:21:43.740,0:21:48.090 it carries a message of who you are as a 0:21:45.450,0:21:50.190 company and for you guys out there is 0:21:48.090,0:21:51.810 these are my go-to guys for branding 0:21:50.190,0:21:54.360 these are my go-to guys for my apparel 0:21:51.810,0:21:56.790 my merchandise my you know stickers my 0:21:54.360,0:21:59.340 face mask just the face masks for me 0:21:56.790,0:22:00.960 talk to me about you know you guys do a 0:21:59.340,0:22:02.820 lot of stuff with the entertainment in 0:22:00.960,0:22:05.010 the event you know event by new spaces 0:22:02.820,0:22:07.020 but what what does a branding mean to 0:22:05.010,0:22:09.990 you guys like what why did why should a 0:22:07.020,0:22:14.820 small business owner always have a line 0:22:09.990,0:22:15.990 item burr redding yeah yeah yeah all 0:22:14.820,0:22:18.510 right there I think there's that type of 0:22:15.990,0:22:19.860 it yeah I think there's a few different 0:22:18.510,0:22:22.800 things like you you obviously have like 0:22:19.860,0:22:23.910 brand recognition and trying to I think 0:22:22.800,0:22:25.920 Ricky was just telling me before the 0:22:23.910,0:22:27.750 show that there's a million cleaning 0:22:25.920,0:22:29.370 company or something and a million 0:22:27.750,0:22:31.470 cleaning companies in the u.s. how do 0:22:29.370,0:22:33.900 you stand that justice yeah so how do 0:22:31.470,0:22:35.040 you stand out and and I always like I 0:22:33.900,0:22:36.390 don't know if you ever you can google it 0:22:35.040,0:22:38.720 you can just jump on Google and say like 0:22:36.390,0:22:41.520 most recognized brands in the world and 0:22:38.720,0:22:43.470 they only show you 50 percent or 25 0:22:41.520,0:22:45.720 percent of the logo and you can name 0:22:43.470,0:22:47.460 each one of them so you can look at 25 0:22:45.720,0:22:50.100 percent of the logo and know that that's 0:22:47.460,0:22:52.830 Apple know that that's you know a 0:22:50.100,0:22:54.600 Mercedes just by looking at 25 percent 0:22:52.830,0:22:56.250 in logo that shows how powerful brand 0:22:54.600,0:22:57.600 recognition is so when you're in a 0:22:56.250,0:22:59.160 saturated market if you could really 0:22:57.600,0:23:00.690 figure out a way to get out of that and 0:22:59.160,0:23:03.360 stand out you're already ahead of the 0:23:00.690,0:23:05.280 game so that's one way but another way 0:23:03.360,0:23:08.520 is I think now more than ever people 0:23:05.280,0:23:10.200 talk about culture as staff and 0:23:08.520,0:23:15.210 employees 0:23:10.200,0:23:16.799 yeah go there Fido makes the jury'll mix 0:23:15.210,0:23:24.629 the drinks at least I could be your bar 0:23:16.799,0:23:26.340 today rocks yeah but like you know what 0:23:24.629,0:23:28.019 I like when I walk into Rob and that 0:23:26.340,0:23:30.359 walk in here I already know Ricky's 0:23:28.019,0:23:33.029 colors are black and white so now you 0:23:30.359,0:23:35.340 got you got the brand identity you got 0:23:33.029,0:23:37.919 the logo recognition you have your color 0:23:35.340,0:23:38.909 palette that should never sway and I 0:23:37.919,0:23:42.539 know rich we'll talk a little bit about 0:23:38.909,0:23:44.039 staying true to your to the core what do 0:23:42.539,0:23:45.509 you call it what's the words branding 0:23:44.039,0:23:47.759 well like what a guy in the brand 0:23:45.509,0:23:50.549 guidelines and even having your brand 0:23:47.759,0:23:52.820 guidelines written out and a PDF like 0:23:50.549,0:23:55.230 never sway you might hire a goofy 0:23:52.820,0:23:57.119 marketing guy and he might start using 0:23:55.230,0:23:58.739 blue as your color like with us on my 0:23:57.119,0:24:00.989 color is black and it's black and white 0:23:58.739,0:24:02.519 as soon as you divert from that you get 0:24:00.989,0:24:03.480 you get a little a little weird but 0:24:02.519,0:24:05.609 what's going on with these guys that 0:24:03.480,0:24:06.779 they don't know who they are so I know 0:24:05.609,0:24:08.159 rich we'll talk a little bit about that 0:24:06.779,0:24:10.320 but when I come back to culture it's 0:24:08.159,0:24:12.869 like there's a there's a unity of team 0:24:10.320,0:24:14.879 as well like I see so many pictures I'm 0:24:12.869,0:24:15.960 Ricky social media where he's got all of 0:24:14.879,0:24:17.340 his team in the middle almost like a 0:24:15.960,0:24:18.749 sports team saying are you ready for 0:24:17.340,0:24:20.279 this let's go I don't know if your hands 0:24:18.749,0:24:22.200 are breaking from the middle when 0:24:20.279,0:24:23.700 everyone's rocking around logo so 0:24:22.200,0:24:26.700 there's a sense of like okay I'm joining 0:24:23.700,0:24:28.499 a team that is unity they have a cause 0:24:26.700,0:24:30.509 they have a purpose they have a mission 0:24:28.499,0:24:32.669 they're trying to disrupt and we're all 0:24:30.509,0:24:35.009 wearing the same hats and hoodies and 0:24:32.669,0:24:36.869 t-shirts and I mean down to the decals 0:24:35.009,0:24:38.090 on your car that shows that these guys 0:24:36.869,0:24:40.350 know what they're doing you know they 0:24:38.090,0:24:43.009 really they really spend some time on 0:24:40.350,0:24:47.220 not only their product but also the 0:24:43.009,0:24:50.369 unity and the look of the brand I mean I 0:24:47.220,0:24:53.190 would say if this audience which I think 0:24:50.369,0:24:55.769 I have a good idea of like typical well 0:24:53.190,0:24:59.399 you said a million Obama's insane but 0:24:55.769,0:25:01.499 you know I would say a typical cleaning 0:24:59.399,0:25:04.850 company would be a lot like our 0:25:01.499,0:25:09.139 organization which we've never been 0:25:04.850,0:25:11.999 Google AdWords experts like we've tried 0:25:09.139,0:25:15.419 hiring marketing firms we've tried 0:25:11.999,0:25:19.109 hiring internally we've tried every 0:25:15.419,0:25:22.710 arbitrage that we can figure out but you 0:25:19.109,0:25:23.300 buying the word cleaning or corporate 0:25:22.710,0:25:26.750 guys 0:25:23.300,0:25:29.660 it's in purpose it's impossible I mean 0:25:26.750,0:25:33.260 even you know even you know when you 0:25:29.660,0:25:36.670 know we just did a thing where you know 0:25:33.260,0:25:39.830 we were just trying to sell face masks 0:25:36.670,0:25:41.750 on different social platforms where it's 0:25:39.830,0:25:44.840 very very complicated and so forth but 0:25:41.750,0:25:47.060 in bulk for companies to open up and so 0:25:44.840,0:25:49.010 on and so forth and we can never get the 0:25:47.060,0:25:50.540 numbers right so yeah I would just say 0:25:49.010,0:25:53.750 I'm gonna make a blanket statement that 0:25:50.540,0:25:56.300 paid advertising has not been easy 0:25:53.750,0:25:59.170 you know just paid advertising work yeah 0:25:56.300,0:26:01.310 I mean yeah I'm sure you can pick 0:25:59.170,0:26:04.520 direct-to-consumer a little bit more but 0:26:01.310,0:26:07.760 you know what I can say a hundred 0:26:04.520,0:26:10.760 percent confidently is that creating 0:26:07.760,0:26:14.180 content consistently across all channels 0:26:10.760,0:26:19.190 and having that content have a voice 0:26:14.180,0:26:22.010 that is consistent works if that voice 0:26:19.190,0:26:24.860 is erratic it confuses the end consumer 0:26:22.010,0:26:27.410 yeah you know it's like if this 0:26:24.860,0:26:30.230 specifical had a different colored label 0:26:27.410,0:26:31.850 every time when you went to the fridge 0:26:30.230,0:26:34.340 or when you went to the freezer or 0:26:31.850,0:26:35.600 wherever you keep these things I don't 0:26:34.340,0:26:37.340 even have to know specifically I know 0:26:35.600,0:26:41.090 you know the colors right you'd be 0:26:37.340,0:26:44.510 confused if if you saw a different label 0:26:41.090,0:26:46.820 on each one so you guys as culture 0:26:44.510,0:26:50.050 studio I know I've gone to you guys to 0:26:46.820,0:26:52.810 help me recreate a design create a logo 0:26:50.050,0:26:56.750 I've used you guys for you know swag 0:26:52.810,0:26:58.250 talk about as a you know as cleaning 0:26:56.750,0:27:00.080 business owners and you know I'll tell 0:26:58.250,0:27:01.910 you guys is you guys have to you know 0:27:00.080,0:27:04.940 look look for somebody that you can call 0:27:01.910,0:27:07.910 text email make make it a personal 0:27:04.940,0:27:10.070 relationship because this is going to be 0:27:07.910,0:27:13.250 an important part of your business is 0:27:10.070,0:27:15.860 having a go to that can produce many 0:27:13.250,0:27:18.260 different things and it's and it goes 0:27:15.860,0:27:20.390 beyond just just apparel that's why you 0:27:18.260,0:27:22.550 know I want to emphasize you know these 0:27:20.390,0:27:25.220 guys helped to have coasters and stuff 0:27:22.550,0:27:28.160 like this where you guys are creators 0:27:25.220,0:27:30.830 right you guys helped with creativity of 0:27:28.160,0:27:32.880 taking somebody's logo taking somebody's 0:27:30.830,0:27:34.950 image and how 0:27:32.880,0:27:37.200 storytelling their brand what other 0:27:34.950,0:27:38.880 things than just people think of you 0:27:37.200,0:27:41.490 know script rating as teachers what more 0:27:38.880,0:27:46.620 can this group any company do for clean 0:27:41.490,0:27:48.270 the business yeah I think like things 0:27:46.620,0:27:51.570 have you done successfully successfully 0:27:48.270,0:27:53.310 with you guys is like the apparel is one 0:27:51.570,0:27:55.920 thing you know but they was like what 0:27:53.310,0:27:58.020 type of apparel are we doing these for 0:27:55.920,0:27:59.670 the for the fall in wintertime 0:27:58.020,0:28:01.140 how are we doing gloves that we're doing 0:27:59.670,0:28:03.330 are you guys are you guys outside 0:28:01.140,0:28:04.770 working in the rain so we can switch up 0:28:03.330,0:28:06.000 and do some water resistant jackets 0:28:04.770,0:28:08.130 there's so many different products that 0:28:06.000,0:28:11.010 you can choose and that all adds to the 0:28:08.130,0:28:12.120 product line that you have oh yeah they 0:28:11.010,0:28:13.680 even what you're talking about is like 0:28:12.120,0:28:17.250 the relationships you have with your 0:28:13.680,0:28:18.450 vendors are are so important get into a 0:28:17.250,0:28:20.070 point where you're able to text them and 0:28:18.450,0:28:22.350 call them and say hey I ran out of 0:28:20.070,0:28:24.270 product or something can you overnight 0:28:22.350,0:28:26.250 this stuff to me tip tomorrow or can you 0:28:24.270,0:28:28.110 even better drive it over to me today so 0:28:26.250,0:28:29.310 I can finish this job you know you don't 0:28:28.110,0:28:30.600 even get that service when you have a 0:28:29.310,0:28:32.190 relationship with somebody and I think 0:28:30.600,0:28:34.050 that relationship goes whether it's your 0:28:32.190,0:28:36.750 apparel manufacturer for your branding 0:28:34.050,0:28:38.100 your supplies your machinery if you have 0:28:36.750,0:28:39.840 that type of relationship can get things 0:28:38.100,0:28:42.480 done pretty quick you know that 0:28:39.840,0:28:43.920 relationship is definitely key but back 0:28:42.480,0:28:45.600 to the branding thing yeah it's like you 0:28:43.920,0:28:48.450 can do everything from they said the 0:28:45.600,0:28:49.890 coasters to parallel to signage to the 0:28:48.450,0:28:51.930 list goes on of different things that 0:28:49.890,0:28:55.110 you can brand and it all plays into that 0:28:51.930,0:28:56.790 brand recognition I think that would say 0:28:55.110,0:28:59.790 you know if I'm a cleaning company 0:28:56.790,0:29:03.420 looking for a merchandise company I want 0:28:59.790,0:29:05.160 to find somebody that like understands 0:29:03.420,0:29:08.160 like the relevance of the product 0:29:05.160,0:29:11.700 because I'm sure that yeah and the grand 0:29:08.160,0:29:16.400 scheme of things all companies in our 0:29:11.700,0:29:19.350 space can make a banner or coaster 0:29:16.400,0:29:21.060 t-shirt you know so on and so forth but 0:29:19.350,0:29:25.680 you know what I would be searching for 0:29:21.060,0:29:28.650 is a company that is thoughtful in the 0:29:25.680,0:29:30.960 relevance of the product so like they're 0:29:28.650,0:29:33.090 they're looking at you as a business and 0:29:30.960,0:29:37.100 saying okay well you guys are going to 0:29:33.090,0:29:39.559 be in wet environments so we're doing 0:29:37.100,0:29:41.480 rubber boots that come 0:29:39.559,0:29:42.919 higher that have the company logo on 0:29:41.480,0:29:47.059 them or whatever the case may be 0:29:42.919,0:29:49.820 I think we're oftentimes companies go 0:29:47.059,0:29:52.429 wrong is trying to to sell a piece of 0:29:49.820,0:29:55.909 branding that nobody wants everybody 0:29:52.429,0:29:58.279 gets that thing yeah an event that you 0:29:55.909,0:30:00.710 don't want because it's not necessarily 0:29:58.279,0:30:04.039 a bad product or a poor quality product 0:30:00.710,0:30:07.759 or so forth but it's irrelevant but do I 0:30:04.039,0:30:10.879 actually need to use this and so if I 0:30:07.759,0:30:13.549 was you know in in this space looking to 0:30:10.879,0:30:15.559 grow my brand I would look at is this 0:30:13.549,0:30:17.539 product relevant to the business that 0:30:15.559,0:30:19.220 I'm going to be doing or is it relevant 0:30:17.539,0:30:23.600 to my people are they going to use it 0:30:19.220,0:30:26.269 you know like it's a hard sell to give 0:30:23.600,0:30:28.009 somebody or even worse make them pay for 0:30:26.269,0:30:31.369 something that they don't actually need 0:30:28.009,0:30:34.460 yeah take face mask but we can sell face 0:30:31.369,0:30:36.860 masks but all day like crazy and it's 0:30:34.460,0:30:40.039 just been insane why because people need 0:30:36.860,0:30:41.720 them like you actually it's a law you 0:30:40.039,0:30:44.360 have to which isn't in the same law but 0:30:41.720,0:30:46.070 it's a law that if you go outside to 0:30:44.360,0:30:48.440 your local Walmart or wherever you shop 0:30:46.070,0:30:50.570 you have to wear one oh so much so that 0:30:48.440,0:30:53.600 that thought process I think is really 0:30:50.570,0:30:56.149 like skyrocketed for us it's like okay 0:30:53.600,0:30:58.309 let's focus on things that people mean 0:30:56.149,0:31:00.110 like if you need that if you're a 0:30:58.309,0:31:03.019 cleaning company you wear gloves every 0:31:00.110,0:31:04.820 day then get logo gloves yeah if you're 0:31:03.019,0:31:06.499 a shipping company and you ship boxes 0:31:04.820,0:31:09.499 every day and put tape on them get the 0:31:06.499,0:31:11.889 logo tape yeah you know like think more 0:31:09.499,0:31:16.279 like a little simpler sometimes I think 0:31:11.889,0:31:19.070 we're often too creative yeah but I 0:31:16.279,0:31:22.879 gotta say and then this is a perfect 0:31:19.070,0:31:25.820 example in a Segway is you guys are my 0:31:22.879,0:31:28.190 partner and a supporting partner in my 0:31:25.820,0:31:32.029 business where you know Carnival just an 0:31:28.190,0:31:36.350 example I said damn I need best Carlo 0:31:32.029,0:31:39.139 high tax Carlo I email rich I i'm always 0:31:36.350,0:31:40.730 sending them things at eight could you 0:31:39.139,0:31:41.210 guys get this kind of get this is this a 0:31:40.730,0:31:43.279 good item 0:31:41.210,0:31:45.940 what's this product what's this material 0:31:43.279,0:31:48.259 i don't know this shit yeah remember i 0:31:45.940,0:31:49.430 tried for like a couple months ago 0:31:48.259,0:31:56.360 fuck this 0:31:49.430,0:32:00.680 I would order by no night given a bunch 0:31:56.360,0:32:03.020 of shirts from Target it's just you 0:32:00.680,0:32:04.820 can't you know don't fight don't fake 0:32:03.020,0:32:06.710 the process right the process is you 0:32:04.820,0:32:09.050 guys are experts people in your line of 0:32:06.710,0:32:12.380 business our experts at product material 0:32:09.050,0:32:14.960 cost logistics you know garments like 0:32:12.380,0:32:16.520 this what you guys do we don't do that 0:32:14.960,0:32:19.250 let's trust the process 0:32:16.520,0:32:21.050 now you guys I send stuff to you guys as 0:32:19.250,0:32:22.880 ideas and it can I do this artwork you 0:32:21.050,0:32:25.160 don't wanna do that that's you know 0:32:22.880,0:32:26.840 that's where you go what's it gonna be 0:32:25.160,0:32:28.130 use this I'm gonna use it out in the 0:32:26.840,0:32:29.690 rain and the guys are gonna be working 0:32:28.130,0:32:32.929 and you know it's a tough environment 0:32:29.690,0:32:34.940 that's gonna get disintegrated that's a 0:32:32.929,0:32:36.920 bad piece of material that's what I'm 0:32:34.940,0:32:48.770 talking that's value that you guys bring 0:32:36.920,0:32:50.630 to me and get a pretty pie man to put a 0:32:48.770,0:32:52.970 market money just by yourself yeah those 0:32:50.630,0:32:54.679 are examples of trust the partners that 0:32:52.970,0:32:56.240 you have because you know whether it's 0:32:54.679,0:32:57.530 you're screwed pretty vendor you know 0:32:56.240,0:32:58.760 whether it's the person that helps you 0:32:57.530,0:33:00.830 buy your trucks and all right and our 0:32:58.760,0:33:03.559 business you guys know you know if you 0:33:00.830,0:33:06.110 offer carpet cleaning or for services or 0:33:03.559,0:33:08.360 construction you have vehicles now right 0:33:06.110,0:33:09.830 so it's like then you can see that you 0:33:08.360,0:33:11.690 guys probably see where I'm going with I 0:33:09.830,0:33:13.700 gotta buy a car better than the car 0:33:11.690,0:33:15.890 dealership no you don't let the car 0:33:13.700,0:33:19.010 dealer by the collar I do sell it to you 0:33:15.890,0:33:20.750 again this is so it just comes to like 0:33:19.010,0:33:22.790 the support system you guys break right 0:33:20.750,0:33:25.520 you guys helped me create my logo right 0:33:22.790,0:33:27.740 there Rose a lot of logo Marley drew it 0:33:25.520,0:33:30.200 gave it to rich rich sent it to the art 0:33:27.740,0:33:32.090 department we got our way nice I know 0:33:30.200,0:33:33.679 it's you know I I don't have to worry 0:33:32.090,0:33:35.540 about a card file because you guys have 0:33:33.679,0:33:36.980 made it ready to go on a banner made it 0:33:35.540,0:33:38.470 ready to go a t-shirt in business 0:33:36.980,0:33:40.929 partners 0:33:38.470,0:33:43.240 there's there's definitely technique 0:33:40.929,0:33:45.070 behind all that but also also those 0:33:43.240,0:33:47.529 vendors I think it's important that we 0:33:45.070,0:33:49.950 also pitch new ideas you know because 0:33:47.529,0:33:51.970 we're the experts so say you're out here 0:33:49.950,0:33:54.580 closing the next deal I'll figure it out 0:33:51.970,0:33:56.769 but next property you're gonna get into 0:33:54.580,0:33:58.090 and if we're always feeding you ideas I 0:33:56.769,0:33:59.860 check out this new hoodie that came out 0:33:58.090,0:34:01.629 look at these snapback hats that came 0:33:59.860,0:34:03.190 out it really matches your brand if 0:34:01.629,0:34:05.470 we're feeding that stuff to you that 0:34:03.190,0:34:07.090 adds us even more because a better 0:34:05.470,0:34:08.319 vendor as well and then what can we do 0:34:07.090,0:34:10.720 that as we're been there's two other 0:34:08.319,0:34:11.829 people it's feeding people ideas you 0:34:10.720,0:34:13.750 know they've been cleaning it's like 0:34:11.829,0:34:16.329 yeah we use you from the carpets but 0:34:13.750,0:34:18.369 didn't know that you do Taiwan yeah like 0:34:16.329,0:34:19.780 we wouldn't know unless you shot us over 0:34:18.369,0:34:21.669 a new spec sheet saying hey did you know 0:34:19.780,0:34:23.050 that now our experts in tile well we 0:34:21.669,0:34:24.960 should how do I gotta use this tile guy 0:34:23.050,0:34:28.149 I can use you and sometimes you forget 0:34:24.960,0:34:30.069 to build sales how the business that you 0:34:28.149,0:34:33.940 already have that's like that's my key 0:34:30.069,0:34:35.829 it's like because you guys are dealing 0:34:33.940,0:34:38.440 other small business owners so if you 0:34:35.829,0:34:40.179 guys I'm your go-to cleaner you guys 0:34:38.440,0:34:42.329 gonna send me referrals right so it's 0:34:40.179,0:34:44.530 like building that network of vendors 0:34:42.329,0:34:48.010 building out recommends worth other - 0:34:44.530,0:34:50.560 exactly and I just building your sales 0:34:48.010,0:34:52.690 with the current clientele you have yeah 0:34:50.560,0:34:54.669 so like if you're already in and you're 0:34:52.690,0:34:56.500 cleaning you know the offices for a 0:34:54.669,0:34:58.630 company and then you just don't you just 0:34:56.500,0:34:59.890 added a new contractor services like 0:34:58.630,0:35:01.329 don't go out and try to find new 0:34:59.890,0:35:05.319 business just look at the business you 0:35:01.329,0:35:06.849 already have and pitch like support 0:35:05.319,0:35:08.170 minutes you're expanding other 0:35:06.849,0:35:09.640 relationship sometimes you know we 0:35:08.170,0:35:11.589 always try to go up to the new deal the 0:35:09.640,0:35:12.970 new customer when you just go out to 0:35:11.589,0:35:14.950 your current customer base I try to 0:35:12.970,0:35:19.240 upsell them and get to a close pretty 0:35:14.950,0:35:21.099 quick yeah so I wanted to now go in the 0:35:19.240,0:35:23.349 direction back into entrepreneurship and 0:35:21.099,0:35:25.180 business minded stuff so probably I have 0:35:23.349,0:35:27.849 a copic for you but rich I have a topic 0:35:25.180,0:35:30.220 for you first is you are the the 0:35:27.849,0:35:35.770 business acumen part of culture right so 0:35:30.220,0:35:37.890 I was slightly prefer to be in the art 0:35:35.770,0:35:40.830 department 0:35:37.890,0:35:43.050 that give give us some insight on 0:35:40.830,0:35:45.360 because you wear multiple hats Carlo I 0:35:43.050,0:35:47.670 know you do too but rich you you were 0:35:45.360,0:35:50.070 multiple hats visit cleaning business 0:35:47.670,0:35:51.510 owners when they start you know just so 0:35:50.070,0:35:53.940 you guys know it's a fragmented to the 0:35:51.510,0:35:56.490 point where 90% of the cleaning business 0:35:53.940,0:35:59.340 owners don't reach a million in revenue 0:35:56.490,0:36:00.900 that's a big market yeah about there 0:35:59.340,0:36:05.250 have business owners tempered the other 0:36:00.900,0:36:08.970 10% are 10 million 50 million 100 9 1 0:36:05.250,0:36:11.250 billion yeah there's some gap so some of 0:36:08.970,0:36:13.740 those same with our space so how good or 0:36:11.250,0:36:14.850 what tips could you give from a business 0:36:13.740,0:36:17.670 on whether it's you know reading books 0:36:14.850,0:36:21.480 reading articles a podcast if you listen 0:36:17.670,0:36:23.310 to your routine of how do you make 0:36:21.480,0:36:25.860 yourself better as a person who has to 0:36:23.310,0:36:28.830 wear multiple hats maybe a CEO or a 0:36:25.860,0:36:31.560 business yep I mean I think that 0:36:28.830,0:36:35.210 correlates because the typical business 0:36:31.560,0:36:39.710 in our space of benchmarks 900,000 so 0:36:35.210,0:36:44.160 900,000 and top-line revenue is median 0:36:39.710,0:36:46.980 line revenue for commercial printing 0:36:44.160,0:36:50.580 company if you look at our whatever code 0:36:46.980,0:36:55.250 Nick code or whatever but I you know I 0:36:50.580,0:36:59.790 think that you business is in that size 0:36:55.250,0:37:02.880 highly underestimate themselves and and 0:36:59.790,0:37:05.160 so you know I think it's easy to say 0:37:02.880,0:37:07.740 well I don't know how to do that you 0:37:05.160,0:37:09.690 know I don't know I've never I've never 0:37:07.740,0:37:11.940 done social media I've never done 0:37:09.690,0:37:15.570 branding or I've never done a mass email 0:37:11.940,0:37:17.790 or I've never done or we only have 34 0:37:15.570,0:37:20.900 followers or we you know I think that's 0:37:17.790,0:37:25.800 the easy way out I would say my 0:37:20.900,0:37:29.910 recommendation is to like be a little 0:37:25.800,0:37:32.850 more exploratory with trying to try 0:37:29.910,0:37:35.280 things you know if you have an email 0:37:32.850,0:37:38.220 list and 10 people are on that email 0:37:35.280,0:37:41.610 list if you serve 10 of those people 0:37:38.220,0:37:44.110 relevant information then you're going 0:37:41.610,0:37:46.270 to gain more business on 0:37:44.110,0:37:48.160 current clientele that you have and to 0:37:46.270,0:37:51.340 piggyback off what Carlos said I think 0:37:48.160,0:37:53.620 everybody is so consumed with what's 0:37:51.340,0:37:56.260 next and they don't necessarily look at 0:37:53.620,0:37:58.480 what they have and so if you're doing 0:37:56.260,0:38:00.100 nine hundred thousand a year you're at 0:37:58.480,0:38:02.830 the median and you're having a really 0:38:00.100,0:38:04.960 hard time getting to the next level why 0:38:02.830,0:38:08.640 because it's hard to do Google AdWords 0:38:04.960,0:38:11.410 and your social media channels aren't 0:38:08.640,0:38:15.400 exploding and and so on and so forth but 0:38:11.410,0:38:17.260 it it's thoughtful to turn on the inside 0:38:15.400,0:38:19.840 and look at the client if you have ten 0:38:17.260,0:38:21.820 people that love you then you know let's 0:38:19.840,0:38:24.730 try to gain business with the ten that 0:38:21.820,0:38:28.840 you currently have and so yeah I think 0:38:24.730,0:38:31.870 every like the easiest excuses that I've 0:38:28.840,0:38:37.060 never done that and I don't know how to 0:38:31.870,0:38:39.520 do it so therefore I can you know I 0:38:37.060,0:38:41.830 would say it's almost a comp oh yeah 0:38:39.520,0:38:44.230 like I'm if you're the news then you're 0:38:41.830,0:38:46.780 in the business you know at the end of 0:38:44.230,0:38:48.790 it if you can control it if you can't 0:38:46.780,0:38:52.090 control it then that zimmer story that's 0:38:48.790,0:38:55.210 not your idea if you had if you open a 0:38:52.090,0:38:58.630 bar and you're not a bartender you got 0:38:55.210,0:39:00.880 problems but if you open a bar and you 0:38:58.630,0:39:03.310 are a bartender then worst case 0:39:00.880,0:39:07.300 scenarios is that you go in bar tetanus 0:39:03.310,0:39:08.740 you know like so I would say as long as 0:39:07.300,0:39:11.530 you're in a business that you can 0:39:08.740,0:39:12.820 control but at the worst case scenario 0:39:11.530,0:39:15.360 you step in and do it 0:39:12.820,0:39:18.490 then you can then just consider two 0:39:15.360,0:39:20.950 consistent education you know like like 0:39:18.490,0:39:23.230 expand that education like continue to 0:39:20.950,0:39:24.790 learn you know what more can I do today 0:39:23.230,0:39:26.440 I'm gonna leave the business in a better 0:39:24.790,0:39:30.850 place than that was yesterday yeah I'm 0:39:26.440,0:39:33.970 gonna learn how to do a new software 0:39:30.850,0:39:36.070 system that can send that see mouse even 0:39:33.970,0:39:38.560 though I only have ten I still if I can 0:39:36.070,0:39:41.710 reach ten not be able to gain you know 0:39:38.560,0:39:44.340 they're more more revenue in that sense 0:39:41.710,0:39:47.710 so I think don't don't underestimate 0:39:44.340,0:39:49.930 yourself as long as you can control it 0:39:47.710,0:39:51.340 you know go for it don't think about 0:39:49.930,0:39:53.640 what you can't do there's a lot of 0:39:51.340,0:39:56.730 resources out there 0:39:53.640,0:39:58.710 YouTube yeah freaking YouTube Hulu you 0:39:56.730,0:40:01.500 could you get you to damn near anything 0:39:58.710,0:40:03.960 you know you can figure anything out 0:40:01.500,0:40:05.369 yeah if you don't have the skill set I 0:40:03.960,0:40:07.589 think that's a totally different 0:40:05.369,0:40:09.210 conversation and if you don't have the 0:40:07.589,0:40:11.549 skill set and you don't have a brother 0:40:09.210,0:40:13.319 then you should go find somebody that 0:40:11.549,0:40:15.299 has that skill set you know and bring 0:40:13.319,0:40:17.970 them into your internal circle find a 0:40:15.299,0:40:21.420 cousin you know just identify 0:40:17.970,0:40:23.819 identifying your your shortcomings or 0:40:21.420,0:40:25.980 weaknesses to find somebody else to 0:40:23.819,0:40:29.039 improve them yeah because you should 0:40:25.980,0:40:30.210 worry about your strengths Oh Carlo 0:40:29.039,0:40:34.559 let's talk about your strengths this 0:40:30.210,0:40:36.450 something right yeah so let so in you 0:40:34.559,0:40:38.849 guys nailed it or you nailed it earlier 0:40:36.450,0:40:41.730 when you said sales cures everything 0:40:38.849,0:40:44.130 you know in our business that is a big 0:40:41.730,0:40:46.349 thing like you know it's it's it's a big 0:40:44.130,0:40:47.970 big win if you win a $5,000 a month 0:40:46.349,0:40:50.670 contract it's a big win when you win 0:40:47.970,0:40:53.880 $1,000 a month contract it's a huge win 0:40:50.670,0:40:56.490 when you know you win a $900,000 a year 0:40:53.880,0:40:59.430 contract but it's all driven by sales 0:40:56.490,0:41:01.890 yeah so talk about you know I wish I had 0:40:59.430,0:41:05.430 a whiteboard talking about the art of 0:41:01.890,0:41:08.700 negotiation well I give us some tidbits 0:41:05.430,0:41:11.299 on you know kind of that direction that 0:41:08.700,0:41:14.279 we've talked about you share my people 0:41:11.299,0:41:16.799 yeah you know she ate a give us someone 0:41:14.279,0:41:18.450 else tips on you know people fall flat 0:41:16.799,0:41:19.829 sometimes I don't want a coat collar one 0:41:18.450,0:41:21.630 you know I don't want to set an email 0:41:19.829,0:41:22.170 blast I want to walk in and knock on 0:41:21.630,0:41:25.170 doors 0:41:22.170,0:41:26.220 I got it excuses yeah like how what 0:41:25.170,0:41:28.230 would you recommend you don't know 0:41:26.220,0:41:30.210 cleaning but I know you're not something 0:41:28.230,0:41:32.730 yeah we already showed white guys yeah 0:41:30.210,0:41:34.049 like give us some tips that you that 0:41:32.730,0:41:34.400 people could walk away from right now 0:41:34.049,0:41:35.780 it's 0:41:34.400,0:41:38.930 oh shit you know what let me read that 0:41:35.780,0:41:40.520 one done well one thing that I like to 0:41:38.930,0:41:42.740 talk about with our business and 0:41:40.520,0:41:44.210 sometimes we don't even know what we 0:41:42.740,0:41:46.580 don't even recognize it until we take a 0:41:44.210,0:41:48.020 step back and look at it and banks love 0:41:46.580,0:41:49.340 this when they're like oh how much sales 0:41:48.020,0:41:52.970 dude you were like Oh fifteen million 0:41:49.340,0:41:55.760 and okay well can you do fifteen million 0:41:52.970,0:41:58.040 next year and what I like about our 0:41:55.760,0:42:00.410 business and I believe the cleaning 0:41:58.040,0:42:02.840 tongue cleaning companies are experts is 0:42:00.410,0:42:04.250 that we call our business reoccurring 0:42:02.840,0:42:06.290 revenue they're almost like the tech 0:42:04.250,0:42:09.590 space yes multi-service jauntily 0:42:06.290,0:42:11.870 reoccurring revenue and up until up 0:42:09.590,0:42:14.240 until now recently only tech companies 0:42:11.870,0:42:16.460 say that okay I closed ten subscriptions 0:42:14.240,0:42:18.320 for a hundred dollars and I got $1,000 0:42:16.460,0:42:21.440 in reoccurring revenue right that's a 0:42:18.320,0:42:23.450 technic statement but it also it also 0:42:21.440,0:42:26.000 lives in our industry as well because 0:42:23.450,0:42:28.160 like we close a deal which is 0:42:26.000,0:42:30.680 reoccurring revenue for us and it's a 0:42:28.160,0:42:32.540 lifetime client so it's not just the 15 0:42:30.680,0:42:34.940 million never going to do this year it's 0:42:32.540,0:42:36.530 how much is that your number one client 0:42:34.940,0:42:38.030 going to do every single year for the 0:42:36.530,0:42:39.650 next 50 years as long as you service 0:42:38.030,0:42:41.840 them we gotta come and that's where the 0:42:39.650,0:42:43.190 back of the house comes in only to draw 0:42:41.840,0:42:44.930 you close you should close the deal 0:42:43.190,0:42:46.520 customer service you close the deal that 0:42:44.930,0:42:48.320 you know and we always talk about it 0:42:46.520,0:42:49.700 hunting you go out there you spear the 0:42:48.320,0:42:50.720 next deal throw it over your shoulder 0:42:49.700,0:42:53.540 bring it back to camp 0:42:50.720,0:42:56.450 look at that look at I caught you know 0:42:53.540,0:42:57.860 look at that caught so reoccurring 0:42:56.450,0:42:59.990 revenue is something to always remember 0:42:57.860,0:43:02.120 and reoccurring revenue is customer 0:42:59.990,0:43:06.890 success it's like okay I closed this 0:43:02.120,0:43:08.900 deal for this position company and I 0:43:06.890,0:43:09.320 signed a one-year contract all right 0:43:08.900,0:43:11.000 cool 0:43:09.320,0:43:13.280 sign them on your contract that could be 0:43:11.000,0:43:15.290 ten thousand dollar deal let's put us 0:43:13.280,0:43:17.150 put a clause in there that I have first 0:43:15.290,0:43:19.130 right of refusal let me try to get this 0:43:17.150,0:43:20.870 and if I service you let me sign let me 0:43:19.130,0:43:22.670 get another two-year extension now that 0:43:20.870,0:43:24.350 you know you could predict then you're 0:43:22.670,0:43:26.630 gonna do ten thousand dollars a year 0:43:24.350,0:43:28.640 with this client predictable revenue is 0:43:26.630,0:43:31.340 incredible so when you have predictable 0:43:28.640,0:43:33.800 revenue with being able to forecast a 0:43:31.340,0:43:35.000 little bit that's huge so how was 0:43:33.800,0:43:36.470 looking negative business is a little 0:43:35.000,0:43:38.690 bit of reoccurring revenue is awesome 0:43:36.470,0:43:41.510 actually if you asked rich and I every 0:43:38.690,0:43:42.910 single year for the last 12 years what 0:43:41.510,0:43:45.880 we're going to do the next year 0:43:42.910,0:43:46.690 revenue we've always been with a 96% of 0:43:45.880,0:43:48.400 the forecast 0:43:46.690,0:43:51.460 that's how predictable our revenue is 0:43:48.400,0:43:52.750 well so our biggest client might be you 0:43:51.460,0:43:53.680 know I'm just gonna throw numbers out 0:43:52.750,0:43:56.650 there let's say it's a million dollar 0:43:53.680,0:43:58.390 client if the markets the same depending 0:43:56.650,0:44:00.460 on if Travis Scott goes on tour this 0:43:58.390,0:44:02.770 year and then Kanye West goes on tour 0:44:00.460,0:44:04.210 and drink goes on tour the same year 0:44:02.770,0:44:06.190 it's gonna be a hell of a fucking here 0:44:04.210,0:44:08.920 you know but sometimes they take some 0:44:06.190,0:44:10.780 years off so Travis Scott's out here but 0:44:08.920,0:44:13.030 then Guns and Roses goes on Rolling 0:44:10.780,0:44:14.559 Stones goes out it still usually equals 0:44:13.030,0:44:16.240 out the same revenue for that one client 0:44:14.559,0:44:19.089 yeah so we've always been able to 0:44:16.240,0:44:21.220 predict 96% of our revenue because of 0:44:19.089,0:44:22.809 the recurring feature so how does that 0:44:21.220,0:44:24.520 play in your world you know what kind of 0:44:22.809,0:44:26.140 contracts do you have that you could 0:44:24.520,0:44:28.180 look out into them into the heat met the 0:44:26.140,0:44:31.000 future maybe not fine here yeah that's 0:44:28.180,0:44:34.030 the goofiest question I think what's 0:44:31.000,0:44:36.579 your five-year dead talk about at least 0:44:34.030,0:44:38.020 one year one year than I do of five 0:44:36.579,0:44:41.710 years looks like I'm gonna lobby alive 0:44:38.020,0:44:44.890 but in one year you gotta give them the 0:44:41.710,0:44:46.180 the back of the house if who can build a 0:44:44.890,0:44:47.589 house fucking tear it down 0:44:46.180,0:44:51.520 oh that's one of my best qualities yeah 0:44:47.589,0:44:53.529 I don't know any jackass can't kick down 0:44:51.520,0:44:57.039 learn but it takes a skilled carpenter 0:44:53.529,0:45:00.039 to build on and what that means is you 0:44:57.039,0:45:01.990 can bring anybody in and they can mess 0:45:00.039,0:45:03.309 up your entire process they can say oh I 0:45:01.990,0:45:04.839 know I want to be this better you can 0:45:03.309,0:45:07.299 bring an employee in it and they and 0:45:04.839,0:45:08.859 they they completely respond to one of 0:45:07.299,0:45:09.880 your clients the wrong way they do you 0:45:08.859,0:45:11.619 know how long it took me to get this 0:45:09.880,0:45:14.170 client to this point you can kick down 0:45:11.619,0:45:15.549 this barn there's one jackass kick but 0:45:14.170,0:45:17.260 it took a skilled carpenter to build it 0:45:15.549,0:45:18.579 don't let anyone kick it down your bar 0:45:17.260,0:45:20.589 laughs you gotta have some boots and 0:45:18.579,0:45:23.349 shoes and shoe insight on that and 0:45:20.589,0:45:25.390 that's I think the the backup of account 0:45:23.349,0:45:27.730 management you know like it's one thing 0:45:25.390,0:45:30.400 to be a skilled carpenter to go get a 0:45:27.730,0:45:33.250 sale but it's enough it's a completely 0:45:30.400,0:45:36.590 different beast to the maintain 0:45:33.250,0:45:39.020 maintain exactly alright cool so for 0:45:36.590,0:45:40.520 members of negotiation so and this goes 0:45:39.020,0:45:42.260 to any business now if you're selling 0:45:40.520,0:45:44.630 t-shirts or your cell and hand sanitizer 0:45:42.260,0:45:48.200 or whatever the hell is this plays into 0:45:44.630,0:45:50.180 a roll so how many times in any of our 0:45:48.200,0:45:51.860 careers where we're so happy to get a 0:45:50.180,0:45:53.930 sale we'll do whatever the hell it takes 0:45:51.860,0:45:56.390 right and someone oh well someone says 0:45:53.930,0:45:58.850 hey I want a thousand shirts or in your 0:45:56.390,0:46:01.340 instance yeah you can clean my office 0:45:58.850,0:46:02.900 for a week and you're like okay here's 0:46:01.340,0:46:05.240 my price a thousand bucks they come back 0:46:02.900,0:46:07.330 no I only have eight hundred dollar 0:46:05.240,0:46:11.540 budget can you say okay I'll take it 0:46:07.330,0:46:14.120 that's been the source of money this is 0:46:11.540,0:46:16.550 the scientist I not we can take them 0:46:14.120,0:46:17.750 okay I think that's what every every 0:46:16.550,0:46:20.210 person especially in the beginning 0:46:17.750,0:46:22.970 stages like you give them you just gave 0:46:20.210,0:46:24.740 them 200 bucks off you got the deal but 0:46:22.970,0:46:26.660 what else did you get from nothing you 0:46:24.740,0:46:28.940 got the deal so the former lovers of 0:46:26.660,0:46:30.890 negotiation is pretty much putting you 0:46:28.940,0:46:32.540 in a spot to get something more for that 0:46:30.890,0:46:34.820 discount that you're giving okay that's 0:46:32.540,0:46:36.920 the basis of it let's say I'm on the 0:46:34.820,0:46:38.210 negotiation team for Rosa Votto and you 0:46:36.920,0:46:40.250 called me in because you've got a huge 0:46:38.210,0:46:42.350 uber economy or about to close its 0:46:40.250,0:46:43.580 massive let me bring Carla win okay 0:46:42.350,0:46:44.510 we're gonna close the deal so here I 0:46:43.580,0:46:47.030 come in I say okay 0:46:44.510,0:46:48.890 uber you got you know 100 offices and 0:46:47.030,0:46:50.600 there's gonna be a big deal for us can 0:46:48.890,0:46:52.640 we start by me writing down on the board 0:46:50.600,0:46:54.140 what's important for me that rolls a lot 0:46:52.640,0:46:54.890 of this is what's been important for our 0:46:54.140,0:46:59.060 organization 0:46:54.890,0:47:00.310 number one is bottling okay number two 0:46:59.060,0:47:03.470 is cash 0:47:00.310,0:47:07.100 number three is length of commitment and 0:47:03.470,0:47:08.690 four is timing of the deal these four 0:47:07.100,0:47:11.030 things are what means the most to my 0:47:08.690,0:47:13.570 organization and probably the most sad 0:47:11.030,0:47:16.010 ones organization right volume cache 0:47:13.570,0:47:18.020 length of commitment and timing of the 0:47:16.010,0:47:21.350 deal those four things mean so much to 0:47:18.020,0:47:23.570 all of us so you go okay I gave you a 0:47:21.350,0:47:24.680 quote for a hundred thousand dollars and 0:47:23.570,0:47:26.930 they want a discount they want an eighty 0:47:24.680,0:47:28.200 thousand that's pretty budget usually we 0:47:26.930,0:47:29.940 say okay let's do it take 0:47:28.200,0:47:31.500 we're gonna get there I'm gonna take the 0:47:29.940,0:47:32.090 80,000 I hope I'm gonna get something 0:47:31.500,0:47:35.520 out of it 0:47:32.090,0:47:37.530 volleying you know what you I know you 0:47:35.520,0:47:39.780 got 200 offices Hoover and you're only 0:47:37.530,0:47:41.640 giving me a hundred you want $20,000 0:47:39.780,0:47:44.340 discount how about you give me a hundred 0:47:41.640,0:47:47.550 and fifty offices for the same room at 0:47:44.340,0:47:49.260 the same rate I'm gonna give I want to 0:47:47.550,0:47:51.180 get you to that discount your 20% 0:47:49.260,0:47:53.010 discount but I want fifty more offices 0:47:51.180,0:47:55.650 is that how's that sound 0:47:53.010,0:47:57.360 and they say no okay cool you want a 0:47:55.650,0:47:58.890 discount still right but let me mark off 0:47:57.360,0:48:00.840 the bubbly you won't give me another 0:47:58.890,0:48:02.310 favor all right so you're not gonna come 0:48:00.840,0:48:03.990 my way in this week so I just got right 0:48:02.310,0:48:08.700 okay cool let's keep moving on down the 0:48:03.990,0:48:13.230 line cash what are your normal terms now 0:48:08.700,0:48:15.810 30 okay how about we do net 15 instead 0:48:13.230,0:48:19.200 or better yet let's do 50 50 percent 0:48:15.810,0:48:21.750 credit card upfront and 50% after that's 0:48:19.200,0:48:24.030 better cash payment is faster but it's 0:48:21.750,0:48:25.680 not money faster like and the like re 0:48:24.030,0:48:26.880 shit it's a million that that's a 0:48:25.680,0:48:28.230 million dollar deal and I'm gonna pay 0:48:26.880,0:48:30.030 the money anyway that's doing that 15 0:48:28.230,0:48:32.310 done I'm gonna give you five percent 0:48:30.030,0:48:34.950 this down we do it I'm the pain week at 0:48:32.310,0:48:36.780 a discount will pay or they pay if we 0:48:34.950,0:48:39.360 get this so I'm already giving up thirty 0:48:36.780,0:48:41.340 terms but let's do a student at fifteen 0:48:39.360,0:48:42.840 or let's do 50 percent deposit all right 0:48:41.340,0:48:44.220 cool I'm gonna pay you back for that and 0:48:42.840,0:48:45.720 a form of a discount here's five percent 0:48:44.220,0:48:46.110 off because I'm getting something I'll 0:48:45.720,0:48:48.660 take it 0:48:46.110,0:48:50.700 shit if I'm get fifteen fifteen you know 0:48:48.660,0:48:53.220 at fifteen fifteen days fast or two 0:48:50.700,0:48:54.810 weeks quicker yeah that's when I'm 0:48:53.220,0:48:57.270 getting something I was gonna give them 0:48:54.810,0:48:59.910 that that that discount anyway but now 0:48:57.270,0:49:02.430 I'm getting faster cash I'm paid back in 0:48:59.910,0:49:04.740 form of discount hmm right and then now 0:49:02.430,0:49:07.310 we've got a length of commitment usually 0:49:04.740,0:49:10.020 we just close that vo move on with no 0:49:07.310,0:49:12.240 shaking hands no commitment saying you 0:49:10.020,0:49:15.240 know what let's Lock this let's Lock 0:49:12.240,0:49:16.620 this rate in for a year you know let's 0:49:15.240,0:49:18.090 lock this in I don't have to I don't 0:49:16.620,0:49:18.780 have to continue this dog at this dog 0:49:18.090,0:49:20.400 and pony show 0:49:18.780,0:49:22.590 I'm trying to continue to do this let's 0:49:20.400,0:49:24.030 lock this rate in for a year now I got 0:49:22.590,0:49:25.920 that predictable revenue we just talked 0:49:24.030,0:49:27.330 about and let's lock me free or better 0:49:25.920,0:49:29.580 yet I was due for two because in our 0:49:27.330,0:49:32.240 case usually it's a one-year contract we 0:49:29.580,0:49:34.520 would say let's do two years 0:49:32.240,0:49:35.599 so now I got not what my sales team 0:49:34.520,0:49:37.099 comes to me say hey what do you think 0:49:35.599,0:49:38.480 we're going to forecast for next year 0:49:37.099,0:49:40.220 well I closed two deals where I planned 0:49:38.480,0:49:44.140 a two-year contract I already know we do 0:49:40.220,0:49:49.309 20,000 this account in mind you the bank 0:49:44.140,0:49:51.800 love contract service every time we say 0:49:49.309,0:49:54.290 we're close with our clients we know 0:49:51.800,0:49:56.750 they're kids they completely exactly 0:49:54.290,0:49:58.819 regard the conversation so timing of the 0:49:56.750,0:50:00.589 contract they come back to you and say 0:49:58.819,0:50:02.119 all right cool let's do two years you 0:50:00.589,0:50:03.290 guys are awesome I like your product and 0:50:02.119,0:50:05.510 I don't want to do this again with 0:50:03.290,0:50:07.250 another company was due two years now I 0:50:05.510,0:50:08.690 still give him the damn disco Jose to 0:50:07.250,0:50:11.119 give to him anyway but I just walk a 0:50:08.690,0:50:13.160 little better terms and a two-year 0:50:11.119,0:50:14.569 contract which before I would just walk 0:50:13.160,0:50:16.550 with nothing because I was so happy that 0:50:14.569,0:50:20.240 was just to get to do and then finally 0:50:16.550,0:50:21.410 is timing of the deal and how many times 0:50:20.240,0:50:23.839 have you gone and pitched these big 0:50:21.410,0:50:25.069 accounts and they're like okay yeah yeah 0:50:23.839,0:50:26.690 we got it we got to use off the guy 0:50:25.069,0:50:28.970 we're using right now in four months 0:50:26.690,0:50:31.220 check back in all right we'll check this 0:50:28.970,0:50:32.720 out you want this really good price I 0:50:31.220,0:50:35.540 can lock you when you sign the deal 0:50:32.720,0:50:37.040 today sign it today we can start three 0:50:35.540,0:50:39.859 months from now well let's get this deal 0:50:37.040,0:50:42.170 signed today or within a week I'll lock 0:50:39.859,0:50:43.910 you in and we'll move forward so now 0:50:42.170,0:50:45.589 you're putting the time constraint on 0:50:43.910,0:50:47.210 them it's kind of contributing a 0:50:45.589,0:50:49.160 commitment but we also put some timing 0:50:47.210,0:50:51.109 to it so now you've got all the things 0:50:49.160,0:50:53.450 that you wanted and you're gonna lock 0:50:51.109,0:50:55.880 the sin within a week so many of us 0:50:53.450,0:50:57.500 salespeople have done it many time just 0:50:55.880,0:50:58.790 like yes that was awesome check back 0:50:57.500,0:51:04.549 with it in with me fine once your mouth 0:50:58.790,0:51:06.619 like damaged it all bad oh shit I got a 0:51:04.549,0:51:10.700 check back in no let's do this within a 0:51:06.619,0:51:11.720 week let's lock this in and now if you 0:51:10.700,0:51:13.099 never would have done that you would 0:51:11.720,0:51:15.530 have done the same thing and walk they 0:51:13.099,0:51:16.910 did it dinner for the 20% discount got 0:51:15.530,0:51:19.099 nothing for it but now I'm walking with 0:51:16.910,0:51:20.630 a better cash stance I'm walking in and 0:51:19.099,0:51:21.500 maybe if you're really good at what 0:51:20.630,0:51:25.609 you're doing you wouldn't got the volume 0:51:21.500,0:51:28.130 deal - yeah yeah I like work Oh turn my 0:51:25.609,0:51:29.869 bam bam bam so in my in my in my 0:51:28.130,0:51:30.930 instance I know thank you for the 0:51:29.869,0:51:32.760 $500,000 0:51:30.930,0:51:34.710 the annual business I know you give a 0:51:32.760,0:51:36.260 million away give me another two hundred 0:51:34.710,0:51:38.790 thousand what I need to do to get know 0:51:36.260,0:51:41.069 20% discount signing it unless you lock 0:51:38.790,0:51:42.930 it in for lovers of negotiation you 0:51:41.069,0:51:45.390 could use this in and everything that 0:51:42.930,0:51:46.890 you do from buying a car it's a you know 0:51:45.390,0:51:48.599 landing more deals anything that 0:51:46.890,0:51:49.710 involves negotiation you use one of 0:51:48.599,0:51:50.190 these levers and you can walk away with 0:51:49.710,0:51:51.599 something 0:51:50.190,0:51:53.960 what are you already were going to give 0:51:51.599,0:51:57.230 it anyway you know I do feel that to the 0:51:53.960,0:52:02.069 clients have a newfound respect for a 0:51:57.230,0:52:05.880 vendor when they go at this yeah because 0:52:02.069,0:52:09.150 this is a very low factionalism that 0:52:05.880,0:52:12.059 they're third on they're not used to you 0:52:09.150,0:52:14.400 know most clients at the end of this 0:52:12.059,0:52:16.920 conversation don't aren't taken back 0:52:14.400,0:52:18.839 they're actually quite drawn in they 0:52:16.920,0:52:21.119 almost feel like they're they're part of 0:52:18.839,0:52:23.640 the negotiations yeah and then if it's a 0:52:21.119,0:52:27.119 larger organization they're sharing it 0:52:23.640,0:52:29.460 you know it's a week yeah I guess what 0:52:27.119,0:52:31.619 like we just beat the shit out of fire 0:52:29.460,0:52:34.170 the new company and they they gave us 0:52:31.619,0:52:36.660 one two three and four things that we 0:52:34.170,0:52:38.700 had wanted and like really yeah you know 0:52:36.660,0:52:42.000 really yours bull you're winning you 0:52:38.700,0:52:43.980 know win-win yeah they have the cash so 0:52:42.000,0:52:45.809 they can pay it out early they want the 0:52:43.980,0:52:48.660 discount so they're willing to give more 0:52:45.809,0:52:51.030 volume it's totally a win-win in it I 0:52:48.660,0:52:54.240 want to end with but then get those 0:52:51.030,0:52:56.670 terms in a quick contract yeah one thing 0:52:54.240,0:52:58.079 and I don't even have a little contract 0:52:56.670,0:52:59.490 I don't even call it a contract the sale 0:52:58.079,0:53:02.160 are scared then you got to go through 0:52:59.490,0:53:03.420 legal associate agreement like she's 0:53:02.160,0:53:05.670 serving a service agreement 0:53:03.420,0:53:07.440 hey you don't mind if I write this down 0:53:05.670,0:53:08.670 so we know that we can revisit this year 0:53:07.440,0:53:10.079 from now there's no lawyers involved 0:53:08.670,0:53:12.000 let's not go through the red tape and 0:53:10.079,0:53:13.079 everything once she is so so you check 0:53:12.000,0:53:15.809 and then we could check each other's 0:53:13.079,0:53:17.490 performance you know like did we did we 0:53:15.809,0:53:18.990 do the performance that we said we're 0:53:17.490,0:53:20.670 gonna do did we clean this fast if you 0:53:18.990,0:53:22.200 had the right response rate did you pay 0:53:20.670,0:53:23.609 us in time did you give me the more 0:53:22.200,0:53:25.470 violence accountability accountability 0:53:23.609,0:53:27.329 have both parts did not give up to what 0:53:25.470,0:53:28.619 I when I said and did you live up to it 0:53:27.329,0:53:30.450 and let's check back in a year from now 0:53:28.619,0:53:31.770 and maybe the terms get better or maybe 0:53:30.450,0:53:34.200 we lock it in for another year whatever 0:53:31.770,0:53:35.849 it is get it right and then when you go 0:53:34.200,0:53:36.670 to the bank and say hey I got ten 0:53:35.849,0:53:38.920 contract 0:53:36.670,0:53:42.609 and commitments with cash with volume 0:53:38.920,0:53:43.530 everything how's that look so totally a 0:53:42.609,0:53:45.910 better position 0:53:43.530,0:53:49.720 definitely a totally different so I 0:53:45.910,0:53:51.010 could keep going yes this is I'm sorry 0:53:49.720,0:53:54.670 for the surprise the longest episode 0:53:51.010,0:53:56.799 we've had but tango you guys can you 0:53:54.670,0:53:59.109 guys let the audience though how do you 0:53:56.799,0:54:00.910 find contra studio well what's your 0:53:59.109,0:54:04.210 social media what's your email with your 0:54:00.910,0:54:06.400 culture studio yeah Studio dot next is 0:54:04.210,0:54:09.490 the website you can find us on LinkedIn 0:54:06.400,0:54:12.520 Instagram all the socials is culture 0:54:09.490,0:54:14.829 street or net we're very active so you 0:54:12.520,0:54:16.630 know whatever you guys can service 0:54:14.829,0:54:18.700 anybody in the country anyone in the 0:54:16.630,0:54:21.369 country yeah we're Chicago local Chicago 0:54:18.700,0:54:22.900 people but yeah we have national 0:54:21.369,0:54:24.790 distribution anywhere in the country so 0:54:22.900,0:54:27.910 yeah if you guys need any services you 0:54:24.790,0:54:29.380 give us a holler cool well I hope you 0:54:27.910,0:54:31.780 guys enjoyed this one this was a good 0:54:29.380,0:54:34.359 one that you guys can see the passion is 0:54:31.780,0:54:37.299 here the passion just is gonna ooze 0:54:34.359,0:54:43.650 through this episode but you guys Cheers 0:54:37.299,0:54:43.650 so guys I appreciate all right