The Business Fixer Blog by Wes Schaeffer, The Sales Whisperer®

Tommy Mello Shares His $1 Billion Marketing Strategy

Written by Wes Schaeffer | Oct 29, 2020

Offer your best first then work down if you must

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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
It's so fun to hire amazing people."
  • 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
  • Personality assessments
  • 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

Links Mentioned In The Sales Podcast

 
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