- Fixer Wes
- Posts
- Tommy Mello Shares His $1 Billion Marketing Strategy
Tommy Mello Shares His $1 Billion Marketing Strategy
Wes Schaeffer
October 29, 2020
Offer your best first then work down if you must
Click here to download the episode.
Marketing Strategies you’ll learn today on The Sales Podcast…
Big fan of traditional marketing
Wizard of Ads
“Google is God”
PPC
Google Guarantee (LSA)
Google My Business
Straight-up organic (He does $2.6 million/mo from here)
Still does ValPak, direct mail, etc
Differentiate
Use a local number for the neighborhood
Get a 1,000% ROI from ValPak
He doesn’t want to be the “Wal-Mart” and the “Quality Brand”
Right
Fast
Cheap
Have good books
P&L
Direct and fixed costs
Add in your profit
If you can’t get to 15% margins you’re failing
If you can’t get to 15% margins you’re failing.”
He doesn’t sell on price
Effective sales training is fundamental
He went to his distributor and got something nobody had
Start with “best” and go down to “better” but never “good”
Sell what you’d sell to your mom
Used his sales and marketing skills to get great people
8 Steps to a 5-Star Customer Program
Go over and above
What else can we do for you?”
Have a price book
Look at all your numbers
Call center conversions
Usually, your average ticket is too low
Look at your conversion rate
What are your acquisition costs
You need to be doing 15-18% marketing when you’re entering a new market and 10% on average
He has manuals for everything
Ask great questions
Sell like a doctor
Do a needs analysis
Your prospects must like and trust you
Be known as the best quality
Has his core values
Already in 14 states
He doubled his marketing during the pandemic
Take the people with you
He loves taking care of his people
He trains his people like crazy and he retains his people like crazy
He drives a used Nissan Titan with a salvaged title
He lives in an apartment he owns
He drinks a beer with his guys
“Leaders Eat Last: Why Some Teams Pull Together and Others Don’t“
He’s building leaders
Had a landscaping company
His friend recruited him over to the garage door business
Started it in 2007 not knowing what they were doing
Got into debt
Mom and step-dad moved from Michigan to help him
He learned about CRMs and learning
Leaders are readers
He likes to be a master/rifle shot so he expands horizontally
He focuses on after-market repairs and upgrades
He grows organically
He’s a platform company so he is worth 12x even when he buys at 4x earnings
He’d show up to his master’s program greasy
He built it all up from the ground up
He did it all himself
He didn’t get out of the field completely until 2014/2015
The dream needs to become a vision.
The vision needs to become a dream.
The dream needs to become a plan.
Get organized.
Hire around your weaknesses.
The KPIs in the CRM is the scoreboard
It’s fun
Teach it to your people
He pays $1,500 to his people for new hire referrals
He has tracking numbers for his staff to get commissions
He has a recruiting process to hire for good fits
Ride alongs
Three-week apprenticeship is to weed them out
He’s always recruiting while eating out, getting his hair cut, etc.
His average employee is 23 and wants to be cared for
Find out what your people want and help them get it
He buys $2,400 worth of tools for each of his guys
Systems, Procedures, Checks, and Balances
He runs warranty calls first
1% of customers will always be mad. They’re victims and it’s sad. “Creative justification.”
You don’t “need” a new car, etc. You “want” it.
Compound interest. Save your money and grow smartly.
Buy appreciating assets.
SACRIFICE!
A lot of people don’t have what it takes. Discipline. Accountability. Work ethic.
Order the book, “Willpower: Rediscovering the Greatest Human Strength“
Accept responsibility for everything in your life
Most businesses fail
“The Augusta Law”
He has a team dedicated to the trolls
He understands that mistakes are made and he listens and lets them vent and offers a solution
A 1-star review costs money so address it
Consumers have a lot of power now
Tommy Mello’s Info
Sales Growth Tools Mentioned In The Sales Podcast
PODCAST INFO:
CONNECT: