Artwork for podcast Fight Club 4 Business
Ep. 135 Tommy Mello
Episode 87 β€’ 14th March 2023 β€’ Fight Club 4 Business β€’ Tay, Meaghan, Michelle & Martha
00:00:00 01:12:47

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Tommy Mello is the owner and operator of A1 Garage Door Service, a leading $200+ million home service business based in Phoenix, Arizona, with over 700 employees in 19 states.

Tommy is also the host of the Home Service Expert, a top 0.1% podcast in the world, and the author of Elevate, a book where he shares his secret to attracting, retaining, and developing A-Players.

Time Stamps:

πŸ“Œ[7:10]Marketing: The value of a strong brand...

πŸ“Œ[7:33]Defining the identity of your "brand"

πŸ“Œ[7:54]Marketing: the importance of consistency

πŸ“Œ[8:15]Book Rec: Wizard of Ads

πŸ“Œ[8:23]Book Rec: Story Brand

πŸ“Œ[8:43]Inspiration of the story behind a brand...

[10:24]Getting help from Dan Antonelli at Kickcharge

πŸ“Œ[10:51]Using your branding to attract to your RAS to help your ideal clients to remember you when they need you

πŸ“Œ[11:18]Getting crystal clear on your ideal client avatar

πŸ“Œ[12:45]23,000 service agreements already

πŸ“Œ[14:16]Tommy is so clear about who he's marketing too.... He's marketing to his internal customers, external, community

πŸ“Œ[14:33]Marketing is a long-term play

πŸ“Œ[15:12]Tommy's fave KPIS, Conversion Rate, Booking Rate, Average Ticket, Cost per Conversion

πŸ“Œ[15:34]Starting with a Budget and setting it up so everyone can win

πŸ“Œ[15:54]Build a budget using those KPIs then build a marketing plan

πŸ“Œ[17:19]Tommy met with a HVAC company that rates their lead calls 1-4.

πŸ“Œ[18:57]Book Rec: The e-myth

πŸ“Œ[19:38]Tommy is a platform company

πŸ“Œ[21:17]They watched the Big Short...

πŸ“Œ[21:55]As interest rates go up costs go down...

πŸ“Œ[22:11]10X multiple on a sale

πŸ“Œ[23:44]1. Do your own quality of earnings (do an actual audit) - what is your company worth?

πŸ“Œ[25:16]2. Find someone you can work with and can speak the same language to

πŸ“Œ[25:54]3 future opportunities for your business.... sell, die, pass it to kids

πŸ“Œ[26:41]Revenue is for vanity; Profits is for sanity

πŸ“Œ[27:19]Prioritizing profitability (15% - 20%)

πŸ“Œ[27:31]Pay yourself as the owner a healthy wage....

πŸ“Œ[27:35]If you were gifted a trip for 8 weeks, what would happen to your business?

πŸ“Œ[27:58]Systematize your business so that it can run without you

πŸ“Œ[28:04]Book Rec: Built to Sell

πŸ“Œ[28:41]After you set up your systems.... You need checks and balances in your company

πŸ“Œ[29:00]Data Integrity is so key

πŸ“Œ[29:36]Every employee in the business have a scorecard that they can do well and have control over...

πŸ“Œ[30:34]How to Tommy has scaled the culture to support 700 coworkers

πŸ“Œ[31:13]Hiring a new EA who will just help him praise his people better...

πŸ“Œ[31:31]Tommy's people dreams are his dreams...

πŸ“Œ[32:01]Book Rec: Traction

πŸ“Œ[33:04]Tommy reads too much and has built a frankenstein version of his favorites

πŸ“Œ[33:30]As the leader - Pick the tech stacks that will work for you and train on them....

πŸ“Œ[34:02]Less meetings - but they need to be epic....

πŸ“Œ[34:33]He stays up at night working on refining systems....

πŸ“Œ[36:21]He likes AI for chatting...

πŸ“Œ[37:15]He looks at Cost per Click, Competition, Average Customer, Average Credit Scores - and is looking for density....

πŸ“Œ[38:28]Get 15% Market Share before moving on to the next location...

πŸ“Œ[38:51]Don't go with the hot dog stand model...

πŸ“Œ[39:45]Tommy shows everything to everyone every week...

πŸ“Œ[40:26]Employees don't care if Tommy hits his goal, he needs to be clear about what's in it for them...

πŸ“Œ[40:39]More one-on-ones - less group therapy

πŸ“Œ[40:55]Know your employee's love languages...

πŸ“Œ[44:41]Love Language in the workplace podcast with Tommy Mello & Dr. Dr. Paul White

πŸ“Œ[44:53]In sports we practice 12 times for 1 game...

πŸ“Œ[45:22]The importance of training...

πŸ“Œ[46:02]Showing people how to win....

πŸ“Œ[46:54]Tommy measures everything...

πŸ“Œ[47:21]1 A player will run circles around 3 B players


πŸ“Œ[49:30]When negotiating - get to know the other teams goals & dreams and figure out how everyone can win....

πŸ“Œ[49:55]Ask yourself relentlessly "What's in it for them?"

πŸ“Œ[50:55]Book Rec: Come for Air

πŸ“Œ[51:22]Tommy's new goal is 10 Billion

πŸ“Œ[53:00]3.5hour orientation and he tells his people we make a lot of money. Business is not easy. I pay myself very very well... and I want to pay you very very well...

πŸ“Œ[53:31]Elevate: Build a Business Where Everybody Wins

πŸ“Œ[54:29]Slow Down to Speed Up....

πŸ“Œ[55:12]Book Rec: 7 Habits of Successful People

πŸ“Œ[55:38]How do your people "feel" about working for your company?

πŸ“Œ[56:13]Do you help them find their vision and give them a path to create that vision...

πŸ“Œ[57:15]Go hang out with some 3-5 times your size...

πŸ“Œ[58:15]Join our Facebook Group for help:

πŸ“Œ[58:37]Marketing Homework - Define your client avatars and get super granular

πŸ“Œ[1:00:42]Finance Homework: How much is your business worth?

πŸ“Œ[1:01:06]Systems Homework: Read Tommy's new book

πŸ“Œ[1:01:24]People Homework: Are you making your team feel like winners?

πŸ“Œ[1:02:14]Tommy Homework: Come up with something affordable to get the other people in your team's family to buy into to you and your company culture....

πŸ“Œ[1:03:16]83% of people stay at work because they made a best friend. That doesn't happen at work. That happens outside of work

πŸ“Œ[1:05:13]Tommy lets people fail....

πŸ“Œ[1:06:47]Tommy says having a shop is 100% important to a company culture

πŸ“Œ[1:09:36]How to reach out to Tommy... @officialtommymello

πŸ“Œ[1:09:47]Home Service Expert Podcast

πŸ“Œ[1:09:59]Home Service Millionaire

⭐Quote of the Week⭐

"When you are making a decision about how best to serve your customers, your own experience is often a better guide than a more sophisticated analysis of the market.” – Richard Branson."

⇩ Resources ⇩

✯ Tommy Mello with

✯Tay Meroni (Marketing) with Pure Pressure Washing

✯Meaghan Likes (Finances) with Bookkeeping Academy OnlineLikes Accounting Company Jeff Likes Clean Windows & Gutters

✯Michelle Myers (Systems) with Pink Callers

✯Martha Woodward (People) with The Pay for Performance ExpertQuality Driven Software & Dusting Divas