Lighting for Profits - Episode 192

This week on the show we welcome Sam Taggart who has knocked on more doors than most people open in a lifetime. In this high-energy episode, the CEO of D2D Experts and Founder of D2DCON dives into his journey of hustle, heart, and hard-hitting sales lessons. Learn how Sam went from door-to-door rookie to one of the most influential voices in the direct sales industry — sharing stages with legends like John Maxwell, Jordan Peterson, and Eric Thomas. Whether you're in sales or just love a good underdog story, this episode will leave you inspired to knock harder and dream bigger.

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Episode Transcript

Welcome to lighting for profits. All light. All light. All light.

Welcome to lighting for profits.

All light. All light, all light. Powered by Emery Allen.

Here is your host, Ryan Lee.

All, light.

All light.

All light. Let's go, guys. Get me fired up.

Ryan Lee: Tuesday is lighting for profits powered by Emory Allen

It's Tuesday, which means it's time for lighting for profits powered by Emory Allen. I'm Ryan Lee, your host. Guys, we got an epic show lined up for you today. Get to talk about one of my favorite subjects and kind of a different angle, or we're going to be talking all things sales. gosh, guys, I'm really stoked for today's episode. We got Mr. Sam Taggart. he is the founder of the D2D experts. Also just came out with his new book, eat what you kill. And so, many amazing things that we're going to talk about. So, good timing. If you're watching live, say hello in the comments. If you have any questions for Sam, we'll put them in the hot seat. Get him uncomfortable for his first time on the show. but I'm excited. I met him, not too long ago at light it up Expo. And, the stuff that he talks about, teaches, the way he leads, is incredible. So I'm excited to have him on. so, by the way, guys, if you're looking to start or grow a landscape lighting business, guess what? You're in the right place. And today we're going to help you up your sales game. It's going to be a great show. We're here to educate and motivate to help you dominate.

We're inching close to our 200th episode with this show

So, by the way, I just want to thank you guys for your support. We are at. I don't know, what is this? It's like 100, 192nd episode. So we're inching close to our 200th episode, which is pretty dang cool that we could get to, nerd out on landscape lighting and business and sales and. And you guys have stuck with us this long. Thank you guys so much for the reviews. They actually have started to come in now. And, thank you guys for your support. That means a lot. And, also, this is. This is pretty exciting because we are actually trending right now. It's the number one landscape lighting show in Sandy, Utah. Number one landscape modding show in Sandy, Utah. Kind of crazy. but anyways, guys, in just a few minutes, we're gonna have Sam Taggart, with the DDD experts coming on, and we're going to talk. I'm telling you guys, you're going to take notes if you don't Take notes. You're missing out. You're just getting entertained and. And educated, but you're not going to implement. So take notes today.

Now more than ever, it's imperative to close deals on the spot

what I want to talk about real quick, before I have Sam on, is right now more than ever, maybe more than ever. I don't know. Like, we got the tariffs and pricing changing almost on the daily in the landscape lighting industry, in holiday lighting, permanent lighting, all this stuff. Pricing is so volatile that now more than ever, it's pretty much imperative that you close deals on the spot. And so many people struggle with this for a few different reasons. Number one, they get there and they're nervous and they're afraid to tell the client the price because they're afraid that they might screw up. Maybe they didn't put enough materials in there. They didn't. You know, they don't want to charge too high, they don't want to charge too little, so they're afraid to close on the spot. Another reason why people don't close on the spot is because they're afraid of the design. Like, can I really put together a design in 15 minutes? And by the way, I'm talking, like, the average job, which is like 10 to $12,000. Okay? And actually, the principles I'm going to talk about here, you could apply, like, you could. You could close up to, like, a $25,000 job on the spot. Okay? So anything over that, you're going to follow some of the same principles. But it might be two visits. It might be like, hey, the first meeting is discovery. I'm going to take notes, I'm going to take pictures, then I'm going to go back to my office and put together a design, and then I'll come back and meet with you. But you're still closing on the spot. Does that make sense? So there's like the one call close, where you're closing on the spot, and then there's like, the two call close, where you're still closing on the spot. But the point is you're doing it in person. You're doing it in their living room, at their kitchen table, at their counter, like, where they spend time. Okay? You're not doing this via email. You're not sending out a proposal with a number on it that has no emotion attached to it. Okay? So. And I truly believe this, that you are, in fact, doing a disservice to your client, to your teammates, to. To the people that work with you, to your spouse, to your. Your kids. You're doing a disservice to everyone by Letting someone think about it, like, what do they have to think about? Like, when someone says, you know, we got to think about it, like, have you ever asked them, like, what do you. What do you got to think about? Like, do they. If they have to think about it, then maybe you didn't provide enough value, maybe you didn't provide enough information, or maybe you didn't guide them directly to be able to make an educated decision. Okay? Because. And you could ask them. You could literally ask them, like, what. What are you going to think about? Just so I know when we meet back up later on, like, what are some of the things that you guys are going to think about? you could also ask them, like, hey, what value? Like, what value are they looking for that they didn't find after meeting with you? Because again, there's just a gap there. There's just something that it wasn't, uncovered that they expected to be uncovered. And by the way, guys, a lot of times it's as simple as telling them the price. Like, they just want to know how much this stuff costs. In fact, it's the number one thing people want to know when they call for a quote or an estimate or something is like, how much is it? And so many of y'all are waiting, like, days or even weeks to send a proposal with the price. Meanwhile, I've already told, like, 12 people what the price is, okay? So if you truly are the best lighting designer, the best installer, the best lighting installation company, the best lighting professional, then you should also improve your skills with persuasion and closing and these types of skills. Because if you're the best, but then you're not the best at helping them, say yes, then chances are someone in your market who's inferior, maybe they're not as good at design, not as good at customer service, all this, but they're better at closing. They're going to beat you out every single time, okay? And you're doing yourself a disservice. Okay? So the problem with Let them think about it is again, like, people buy an emotion, right? And so they. When you have them emotionally involved, you're showing them before and after pictures, you're showing them what their backyard is going to look like. It's going to go from complete darkness to now a sanctuary where they can go and relax and unwind after a hard day's work. The front yard, when they pull up to their. Their house, it just looks like dark and unsafe right now. But when they pull it now, it's going to look like this how's that going to make them feel? Right? When you're asking feeling questions, how's it going to make them feel? They're going to get involved emotionally. And the problem is when you email a proposal later on, they're not emotionally involved. It's just a number that says $12,000 and no one wants to spend $12,000 on lights. Okay? Doesn't matter how much money they have, no one wants to spend $12,000 on lights. But they will invest 12,000 for a transformational experience that they get to enjoy every single night. They get to have greater mental health, they get to relax and unwind. They have their sanctuary, they have their own paradise. They don't even have to go to Mexico, they don't have to go to the Caribbean. They just have to go home after work. Right? and again, this applies pretty much for any, for any deal pretty much under $25,000. You can go and do like a one call close. If you're worried and you're like, crap, I don't think I have enough time. I, I don't know enough about design, I gotta take pictures, then that's fine, do it in two visits. But here's the key. Here's. I'm just gonna give you four or five keys that you guys can use. Like starting today, right now, if you do these things, then it's just gonna make it a lot easier to close on the spot.

Number one is pre qualification. So, and a lot of times people think pre qualification

Okay? number one is pre qualification. So, and a lot of times people think pre qualification. Like you get a phone call, hey, I need some landscapes, landscape, lighting in my house. A lot of people think that means like, you're trying to weed people out or I'm the opposite. I'm like, no, I'm trying to weed people in. Like, I want to kind of start selling, right? Then I want to set expectations on what my process is like. Alright? And so you can tell them a little bit about your company and stuff like that, but it's important if you just share with them briefly. Like, hey, just so you know, an average project for US is about 8 to $12,000. Does that sound about, like what you're looking for?

You need to educate your clients on your process

Okay, and then the other thing this is so important, guys, is you need to educate your clients on your process. So here's what we're going to do. Do you have a, do you have a. If I, If I take 30 to 60 seconds to share with you what our process is like, would that be helpful? Sure. Right? So then you can explain like, well, we're Going to send a designer out to meet with you. They're going to spend about 20 minutes walking the property with you and then they're going to go ahead and actually be able to put together a proposal in their truck. And then they'll come in and meet with you in your home and they'll be able to show you pictures and go over portfolio. There'll be decisions made on like where you want lights and what, what it's going to look like and how bright and stuff like that. So it's important that, both decision makers are there. It's not quite as involved as building a house, but kind of. So we definitely want to make sure that anyone who's going to have input on the project is present. Is that fair? Right. And so if, when you're educating them on your process, you're explaining like, hey, this is who we need present, this is how we're going to do it. And what's nice about our system is we're actually going to be able to give you a price on the spot so that you guys can decide if it's something that you guys want to get on our calendar. Because right now, one, we're booked out four weeks. So if you have an urgent project, we want to get that done as soon as possible. But also that with the tariffs and everything, the pricing is kind of wonky. You guys can lock in that lower price before any prices go up. Is that helpful? Right. And so when you pre educate them, it's not weird. It's not weird. When you get there and you're like, well, I'm gonna go do this. Like they already expect it because you've already told them how it works. So number one, pre qualification price marinade with that average, you know, price that you've got. So you can throw that out there. Both decision makers are present, educate the client on your process and then when you're there, you need to over deliver. Like you need to do something different than anyone else does. And most lighting companies are going to go in and be like, all right, what, what do you want? And they're going to let them tell them where the lights are going. So, so one, you're going to differentiate yourself by being a guide, by being an advisor, by being a helper. You're there to facilitate this experience. You're not there to close a deal. You're not there to make money. You're there to facilitate this experience and make sure that your clients get m more than what they even knew was possible. Okay? And Then when you actually present your offer, you can do what's called an offer stack. And I'm not going to go into like grave detail because some of this stuff I could go, I could spend a whole hour on, on each one. But if you do an offer stack, which is like saying this, like right now, if you've sold a landscape lighting job for $10,000, it's easy to be like, all, right, you're going to get 25 lights and it's $10,000. And you get a transformer, you get lights and you get labor. Okay, well I'm going to do a little bit different and say you are going to get that transformer. And by the way, that transformer comes with a lifetime warranty. And I'm going to show them how that's a $600 value. I'm going to show them how we give them a two year labor warranty and that's worth $2,000. And I'm going to show them how the fixtures come with a 10 year warranty and how that's worth $1500. So I'm building this stack to show them how this thing is worth like $36,000. Now they're only paying 12, but they can see the value. And you can't just tell them, you have to show them. Okay, so if you do an offer stack, that changes a lot of things. And then finally you gotta ask more, speak less. If you can ask good questions, the most interesting person in the room is the one that actually asks the most questions because they feel heard and they're like, wow, that person's amazing. Like they don't need to know anything about you, they just want to be heard. Okay.

Before you close on a lighting project, ask some important questions

And then, and then it comes down to closing. So before you close you can ask some important questions. Like, hey, aside from price, is there anything that would hold you back? Or is there, Is there? Yeah, I guess that would be one. Is like, aside from price, is there anything that will hold you back from moving forward today? If the investment makes sense, is this something you'd want to move forward with today? So you can do that and then find out if there's something else. Because you don't want to move to the close if they're not ready. And they're like, well, actually I have a question about a timer. You're like, oh, good thing we, didn't go ask for money because you don't even know what a timer is. Right. So you want to kind of help your, your client move along. So all this to say, guys, I'm telling you, like, the prices are changing in the lighting industry almost every day on your costs. So this is important to help your decision, your client make the right decision today. Because the last thing I want for you guys is you go to present something today, then they call you back next month and go, hey, we're good news. We're ready to move forward. And you're like, oh, it's actually $2,000 more like that's why you're doing a disservice. You need to present all the facts, all the information, help your client move forward today. Because if you're in their home, like, they're, they're interested, right? They're not bored, okay? They, they want to move forward. So, if you can just squeeze out one extra deal a month, you guys using this, like, mentality, think about the, the benefits of this. I mean, one extra deal a month at $10,000, that's 120 grand in revenue. But here's what's magical about these additional deals. On the margin is your overhead's already covered on, all the things you're currently doing. So these pay out not at 20, 20 points net, more like 50 to 60 points. So that 120, 000 in revenue could be as high as 50, $60,000 in profit when you get these additional marginal deals. So I want to encourage you guys to get focused, get intentional, and help people make the right decision to move forward with you today. All right? That's all I got to say. oh, I got to do a shout out to Emory Allen. All right. Hey, what's the best way to stand out of the crowd? Well, duh, being different. Set yourself apart from others in the lighting industry and impress your customers by installing Emery Allen bulbs. On your next project, you'll discover a higher level of quality across the board, from the bulbs themselves to the top tier customer support you can expect to get. If you have any issues or questions, right now is a great time to make the switch. So what do you have to lose? Just email tomgmeryallen. com and he will hook you up with that discounted contractor pricing. Just mention that you heard about him. here on Lighting for Profits. I'm telling you guys, don't go to the website. Email Tom gmeryallen. com if you go to the website, you'll pay more. If you email tom g@emerald. com you'll pay less. Go get the hookup. Thanks, tom [email protected] om all right, guys.

Sam Taggart is an expert on door to door sales

Well, now the moment we've all been waiting for. I'm excited. We got Sam, waiting for me. so let's get him coming on. Let's get the music going. You guys ready? I am. What's up? Sam Taggart, welcome to the show.

What is up? How we doing?

Oh, man, it's good to see you, man. How the heck you been?

So good, so good. How are you?

Love it, man. No, I'm rocking. Ah, man, I get. This is my favorite day of the week. Tuesday, 5pm Eastern. We get to, nerd out on lighting and business and sales and all the good stuff. So thanks for being here.

I, appreciate you having me on the show, man.

Well, heard a lot of good things about you before meeting you. And then, got to hear you speak at, Home Service Work, Home Service Workshop, Light It Up Expo, all that stuff. And definitely, a crowd favorite. you know, we, we pulled it all the people and like, what speaker would you like? Which one? Do you not like all that stuff? So you're definitely crowd favorite. if you would just to, you know, kind of introduce yourself. I know in like, the roofing industry and solar and some of these door knocking industries, you're definitely a legend, but in the lighting industry, you know, you kind of get to, like, hide in the shadows and stuff, so.

I love it. It's so fun. No, and I'm. And I'm honored to be here. And for anybody that's listening, I am a humble door knocker. That's what I am. And, you know, Grassroots grew up, you know, knocking since I was 11 years old. And all I did was, you know, from magazines to curb painting all through high school. I'm 18, I ship out to Dallas, Texas, and I, I go sell alarm systems and I kind of just grew this brand of, you know, I became the top rep at Vivint, which is the largest security provider in the country at a 3,000, you know, multibillion dollar, publicly traded company. So I kind of built this, like, brand internally, kind of in the ecosystem of door to door. Pretty, pretty young and had like 70 guys working for me. And then I became a VP of Sales of a solar company for a few years and was in six states and grew that from zero to 100 guys. And, and then I basically was just like this industry of door to door. We need like a strong. We need to, like, bring it back. You know what I mean? I feel like there's a world of, you know, landscapers and lighters and all these industries that are like door to door sales, people still do that. And I'm like, no, there's like pest control companies and solar companies have thousands of salespeople. All 1099, all eat what you kill. They go out and hustle and all of a sudden it starts to drip into window washing, it starts to drip into pressure washing, lighting. And all these industries we've started to touch. So eight years ago, I started a company called DDD Experts. And we've now consulted over 100,000 people all over the world in door to door sales through our online training, our events, our masterminds, our, you know, you know, we've done our own tech. Like we, we have all sorts of different services at DD experts. We have now 50 employees and a pretty robust consulting division. And what's fun is I speak all over the world now on just how to teach companies how to create a culture of carnivores versus a culture of herbivores. In most traditional businesses, they are dependent on their phone ringing. They're like, as long as my ads work, my SEO, my Google listing, my this and that. And I'm like, yeah, I never had any of that. So what about building a multi billion dollar company on just like straight cold hard knuckles? And I think that's where I've had this weird fit where some people, hate me because they're like, I could never do that. I'm like, yeah, because you're scared to, because you can't handle rejection because you don't want to or you don't want the revenue. Because I don't know many companies that are against eat what you kill. If all your sales reps were like, don't pay me a base, don't give me any more leads, I'm just gonna go find my own business. It's like, where would you be? Like, nobody's listening on that. And that's what we teach companies. So anyway, I'm excited to be here.

One of my friends did it and then he recruited me

That's my quick background.

Great. No, I love it. And I don't know if you know this about me, but I got my door knocking, start selling living scriptures of.

All the g. Yeah.

Oh, man. Ah, this was, I don't know how I was. One of my friends did it and then he recruited me. He was a manager. And I'm like. And I did pretty well with it. And I'm like, damn, if I would have just done like solar or alarms. Alarms was big at the time. I would have made like 10 times the amount of money. I just had the Wrong product. But I learned so much through that process and I learned so much respect. In fact, when I meet a door knocker, it's like, dude, if you can door knock for multiple years, like, you can work. I mean, please just come work for me. I know who you are. Like, you're already qualified to come work.

You know, 100%, 100%.

Talk about like the, you know, because I do want to get into this. Like, there's that negative connotation, like, of people saying, well, you know, I don't want to knock doors. And like, don't you have to have a permit? And they come up with all the excuses why door knocking doesn't work, even though they've never done it. Where does that come from there?

Fear. I mean, 99. I, love Todd Peterson. He was the founder of Vivint. And he said this quote, you know, he's a multi billionaire at this point and he's like, 99% of people don't do what we do because they can't. Like, and they're gonna. Then, you know, anything we're afraid of, we tend to throw rocks at anything we are, you know, and that's just in life. Oh, I don't go to the. Those overachievers that go to the gym all the time. I'm like, oh, okay, like rocks. Cause you don't go to the gym. Like, I'm sorry that they have six packs and they're. They're working on shit. Like, you know, and then you go into, the. You just look at life like, we want to throw rocks at what we don't know are afraid of and could hurt us. When you think of door to door, you think of the, like the old encyclopedia, maybe. You think of Kirby vacuums. You think of high pressure and I'm like, hold on. Your business runs on sales, so don't bash on sales. Because at the end of the day, what are you doing? You're going out and quoting somebody, enclosing them. And you could get the same effing connotation. Just call it a spade. A spade. Like, I'm sorry, you have a different lipstick on, but like, I just have a different channel marketing. The question is, is it more effective or less effective? And it just takes more manpower. It just takes more guts, it takes more grit, it takes more hustle. And I think a lot of people are like, oh, there's enough. There's better efficient ways. And there might be for you, but like, if I'm a small business owner, that's like, you know, I met that. This is the best effing story I spoke at that. What was it called? Sales boost or the lighting conference or whatever we were at. Yeah, I forget. so I go speak.

We don't know. It was home service workshop. It was sales boost. It was lighted up. It was schizophrenic.

Yeah, yeah. Which was great. And a kid walks up to me. He runs a lighting company, and he's like, I can't afford your whatever. And I was like, okay. And I said, so, what are you doing tomorrow? And he's like, well, I got a quote. And I was like, well, what are you doing the rest of the day? He didn't know how to answer. I said, so, what are you doing in two days? Let me see your calendar real quick. And I said, oh, that's why you can't afford shit, is because your calendar is empty. Other than one quote over the next two days. What are you doing for the rest of the day? And he didn't know how to answer my question. And I said, cool. You're whatever Marketing did one appointment for two days. What do you do the rest of the day? You're a small company that's broke. And I think that's where people, if they could shift their mentality a little bit to say, oh, I can fill time with actual prospecting and not afraid of that rejection. What happens to my business? Yeah, my shots on target maybe have a lower conversion percentage than an inbound demo or an inbound appointment, but at least I'm being efficient because I need everything I can get to make this thing work. You know what I mean? So it's just adding another skill set to my arsenal that I'm not afraid of.

Love it. And so how does it work? Like, someone's like, yeah, okay, fine. You're right.

So I had this landscaping company in September come to my recruiting boot camp

Damn it. I don't have anything for the next two days.

Yeah. Like, I look at him and, like, yeah, you're broke, dude. And what's so crazy is, like, you sell a job. So I had this landscaping company in September come to my recruiting boot camp, and he is averaging about 30 grand in revenue. Small little business, a month. Right, Right. And I just whip him into shape. He goes out the next week and sells 30 grand. The next week, he goes out and sells 50 grand. The next week, he sells 30 grand. And I was like, dude, you did it. Why? Because of the same principle. I just told you. I said, I don't know. You're like, how do you do it? You're like get off your ass and go to a neighborhood and start knocking. It's pretty simple, guys. Like, that's the hardest part is getting off your ass and going to a neighborhood and start knocking. Like there's 13 year old kids that whip like professional 50 year old landscapers asses. I did landscaping when I was in high school and we landed this massive job that was like this multimillion dollar house. And I'm like, I'm kicking ass over these corporate landscapers, but I'm just wanting to go talk to them. Like, hey, can I get your, can I, can I do some landscaping on your house? And it's Sad because a 14 year old kid can figure it out, but yet these sophisticated business owners still are broken. You know what I mean? Like, hold on, it's not as complicated. It needs to be. We know 14 year olds that mow lawns more than some of these business owners. So the simple matter is how do I scale that now? So if it's just you and you're like, okay, Saturday, I better get my ass out there. Because this Jose guy that I trained on landscaping in September, I texted him because he jumped in my mastermind, I've been coaching him. I text him m on Friday. I was like, how many guys you got going out this Saturday? Because I was like, how do we get you to scale? Cause there's just you now. He's like, dude, I got three new guys starting with me on Saturday. This was last week because I've been trying to help him get a team going. Now how do you duplicate, multiply? It's like, okay, now you got five reps. He texted me on Saturday night. He goes, bro, you'd never believe it. The kid landed a $2,000 contract on his first day. And I was like, hell yeah, let's go. And I'm like, so now you've got this dude, maybe one out of three actually survive. But now he's got this kid that it's changing his life. He landed a $2,000 contract his first day and he's making a decent commission on that. And now it does it again and again and again. Now he builds a team of 10 of those and so on. Now it sounds easy, but it's not crazy hard. It's just there's a level of how do you sell? Which is a pitch, the present, the objection, handling that kind of stuff, which is different than if I'm getting a spoon fed lead, that's appointment on my calendar. I don't have to get through that Buying threshold of cold door. You know what I mean? So there's some strategy and sales techniques which I have a book, I have two books, I have ABCs of closing and Eat what yout Kill, both of which could probably help you there. And then the recruitment, how to recruit a team of soldiers. Because some of the people listening to this are like, I'm never gonna knock. I'm like, yeah, but that doesn't mean the 21 year old kid that's excited about life won't. You know what I mean?

Yeah.

And then how do I lead those people and get them motivated on a regular basis and train them and activate them? Because after two days to get your face kicked in, a lot of people are like, ah, this is hard. I don't know if I can keep doing this right. So you gotta like get them back out there. You're like, no, go back to war. No, go back to war. Right. and I think that is where you take those three things. If we can teach you how to one, sell, one recruit and three, get people activated more and more and more and performing at a high level. The last piece would be develop leaders to then replace yourself leading that team. That's the formula. And we've just taught that over and over and over again. We've probably taught it to over 2000 companies now.

70% of business owners have crappy salespeople, Ryan says

Well, and you mentioned it briefly, this idea, of carnivore versus herbivore, that's what you talk about in your book, eat what you kill. explain that a little bit.

Yeah, so I mean there's three dinosaurs, there's the herbivore and the farmer, you know some people call it. And it's like they're great as long as you give them food they will produce. Does that make sense? Yeah, the second you stop giving food. And so what happens to most companies, they get in stagnation because they're like, I can't go get more leads. I spend more money in ads. I'm not getting more appointments. I have tried these SEO things. I'm getting my butt kicked by the big guy. Whatever. The thing is you're going to make an excuse of, is my sales guys only activate once I put something on calendar. And the problem is most people are having the tail wag the dump dog, meaning they're being ran by sales guys. Come on man, these appointments aren't as good. And hey, why aren't you giving me appointments? And it's like they're literally getting bitched at all the time by their sales guys. And then they're trying to run their business because they're navigating their decision making skills solely based off of salespeople's feedback. Which the reality is I'd say 70% of business owners have crappy salespeople and so they're not even getting good feedback from salespeople.

Right?

So the tails wagging the dog by crappy salespeople that are saying the leads are bad. When I'm like, no, your salespeople are bad because nobody's ever really trained them. So now you've got bad conversions. Now cost, your creation costs just went up and now you're spending way too much to go even create a customer.

Why?

Because the conversion's low. So like we can go down that rabbit hole and that's called an herbivore. The second piece is a carnivore. Carnivore is somebody that goes out and says, I don't have a needle lead, don't ever give me a lead. I am going to create business. Whether that's through referrals, social, whether that's them going and knocking, them working their pipeline, like them creating business from no marketing dollars. That is a carnivore. The second they ask for any appointment or lead or touch anything that marketing created or dependent on a setter, then they're an herbivore. So don't confuse the two. Because carnivores don't need any. They just go eat what they kill. They don't need a base, they don't need appointments. They go create business. And to me my question is what kind of culture do I want to be around? And the third dinosaur, which is like, I don't know, it's like seeing a cougar in the, in Utah. How many cougars have you seen in Utah, Ryan?

Never.

Never.

Right?

But they're here, right?

Like they're all on the news.

Yeah, yeah, the news. But I've never seen one in person. But they're here. So they're that rare because everybody's like, I'm an omnivore. I'm like, bull crap. You can't take. Like most people don't do both. They're either one or the other. But there are the rare occasion where when somebody's getting leads, they somehow work their own pipeline, find deals, knock in between, they'll go and self generate in the downtime. But I found once you start giving somebody leads and they're an herbivore and they're dependent on the tit, then they're kind of an herbivore. Like and so on a rare occasion, you'll find one that go and hunt and can handle the farming, but they're rare.

So how do you find a carnivore? I think that's where people are like, yeah, that's.

You can't go find. Like, if you go try to get this dude that was like the furniture sales guy that's always like, yeah, give me. I'm the best closer in the world. I'm like, the second they say I'm the best closer in the world, I'm like, ah, I don't need closers. I need creators and closers. Like, I can create a closer. You're not that valuable. Honestly. They're good herbivores. If you can feed them four appointments a day, great, get the dude like that. But if your business is not feeding them four appointments a day, then that guy's gonna be twiddling the thumbs, bitching about his paycheck every week and needing a draw.

Yeah.

You know what I mean? Just facts. And so you're like, well, I can't. In some businesses, that's great. Have one or two of those guys. Keep them, they're great. Keep them hungry on your inbound. A carnivore is somebody that you can find usually at a young age. Like, you've got to breed them and never let them dip into herbivore. So go find the young. hungry, ambitious, wants to get somewhere with his life. You knock doors for living scriptures. They found you, you know what I mean? But essentially long term, you were like, this isn't what I'm going to do forever. And that's great. Sometimes the turnover is a little higher. Sometimes it only lasts a couple years. And some people do it for 20 years. But I think you have to breed them as a culture. But if your culture doesn't call for carnivores, that's monkey see, monkey do.

How do you create a culture that activates carnivores daily

So if you're like, you guys are chilling in the office, air conditioning, taking appointments all day, and then you recruit these two guys, you're like, yeah, but you guys go knock, they're gonna be like, what? Yeah, what do you mean? Where? I don't know, just go find a neighborhood. You know what I mean? They're gonna go for an hour or two and they'll be like, you know what I mean? And that's why you're failing. That's why it doesn't work. It doesn't work. And I'm like, no, no, you don't know how to build a system that creates carnivores and you don't have a culture that we've cultivated that calls for carnivores. And we can fix that. We can fix that. We've done this thousands of times. So it's just, how do you go create a culture that activates carnivores daily and create a separation between herbivores and carnivores because they don't mix. They don't mix well, and, we off to the races.

Dude, this is so awesome. I'm. I'm fired up. I don't even have a lighting business right now. But then I, like, I have these discussions. I'm like, damn, I'm gonna go start a lighting business.

Hey, and if you're listening to this, I hope you're feeling the exact same way. That's why you can find us@, theddexperts. com like, I'm not trying to be an infomercial here, but I'm just simply saying, guess what? There's hundreds of thousands of door knockers that get paid 1099, and they don't make a base, and they make six figures plus, and they love life. And they've been either created or you can find those guys.

You have this concept called sales math. Talk to us about this concept

Let's talk about some of the. I'm actually kind of weaving in some of these concepts, and you are brilliantly of your book, but you have this concept called sales math. And I think this is important because when you are developing these, leaders and these people, it's not like, okay, you got to go out and sell, you know, two $20,000 lighting jobs today or you're fired. you're not even really focused on the outcome. You're more focused on the inputs. Talk to us about this principle of sales math.

Yeah, so it's like, a lot of people, A lot of people struggle because they don't understand. They get paid for no's. And when you come from an herbivore kind of background or concept, you're like, man, I closed at 60%. I'm like, well, I don't knock doors at 60%. Like, and I'm just trying to go find a nugget, right? I'm like. I'm like more of a, I'm out there sifting for gold in the. In the river and finding my nugget. And so every time you go cast your, you know, Rod, you can't be like, damn it, I didn't catch a fish. Like, I. I'm so mad. No, you cast again. You know what I mean? You just stay there and you keep casting, maybe you tweak the bait a little bit and. And then you cast again. And eventually you probably will catch a fish. You know what I mean?

Different spot. Y.

Different spot. You kind of move around, you're like, okay, but if you just only casted twice and then you're like, piss off this socks. It's like you watch a fisherman two cast, they're like, I'm out. Congrats, bro. you know what I mean? And so it's like, people have to realize, like, there's an economics of. I now know my numbers. And my numbers are really good because my skill set went up where some people when they start, they don't realize they have a low skill set. So they need to put high volume of inputs, right? So it's like, okay, you've got to talk to 100 people before you get one job. And that's just the simple math. Now go talk to 200 people and get two jobs. Where some people. For me, it's like I talk to. In most products, I can talk to four people and get one job. Like, I'll convert one out of four people I talk to. As long as they're a qualified person, it doesn't matter if I'm selling a $30,000 solar system, a roof at 20,000, whatever it is. Water filtration. I've done so many different industries. So for me it's how do I increase my skill set so that it I don't have to talk to 100 people to go get one job? Or how do I increase my inputs? So it's just like, go talk to more people. And I can play with those numbers over time. But if I start to track the math, it's like, okay, now if it takes 100 people to talk to one to get one job, well, if I talk, let's say my people can talk to 100 people a day and I want 10 jobs a week, okay? That means I need two people. And as long as they talk to 100 people, okay, they're lacking. They're not really aggressive. They're only talking to 20 people. Okay? it takes them four days to get a sale. Now I just need 10 people. Or you know what I mean? Like, I can simply do some math.

Now. I think it's so important. I did, I did that in my door when I was doing doors and I also did it when I had a sales job selling software. And I was the top rep only because of this thing that you're talking about. I was the one willing to call 100 people. And I knew if I called 100, I would talk to four and close one. Like, it was just some. And sometimes you get lucky and you close two or whatever, but then the next time you don't close any. Like. But on average, it's like 104 and 1. And I just helped this.

I just helped this roofing company grow from 120 million to 40 million in EBITDA they'll do this year. and we broke it down and I said, how much is your average rep selling per year? And they were like, about 600,000. So I said, okay, if your average roofing rep sells 600,000, how many roofing reps do we need to get to? Their target was 50 million in EBITDA and they're going to sell again. And so I said, okay, let's just get this many reps. And so now they're at 600 reps, average 600,000. And I just said, let's just get more reps. And they're like, oh, yeah. I never looked at it like that. Because, like, the private equity group's like, okay, we could buy all these companies. We could do this, we could that. I'm like, or we could just go get more bodies selling more. Like, just averaging what we're averaging and just reverse engineer this. It's math.

And they're doing door to door.

Yeah. And they're all door to door.

Yeah.

What are some ways that you found to help people deal with rejection

So I would imagine rejection is maybe. I don't know, it's. I, feel like it's the number one killer of, like, an amateur that's getting started. You're trying to, like you said, create these assassins out there. What. What are some ways that you found that will help people deal with rejection, with mental habits and things like that?

I think the first one is just setting a good expectation. It's like, if I were to go be a doctor today and say, you gave me a scalpel, and Ryan, I give you the scalpel, M. Me and you were in class. We're like, all right, let's just start ripping into this dude's knee real quick as we replace it. You know what I mean? It's like we would just get torn apart. It's like, it's our first day. We hope we don't F up your knee, but I'm just going to start drilling shit in it and hope it works. Works out. It's like, no, no.

We would have YouTube up. We'd have YouTube.

We would definitely, like, I think that's the thing you know, it's like, that looks important. Cut it. Oh shit, I already cut it. My bad. You know what I mean? Like, how embarrassing would that be? And yet the guy would look at us and be like, hey, how long you two been doing this? You're like, oh, it's our first day. He'd yell at us and be like, f that. Get somebody that's been doing this for a long time, right?

Just simple.

And we would feel like idiots as we just messed up this dude's life because we ripped into his knee and we didn't know the we were doing yet. We, we recruit a dude off the streets and we say, hey, we want you to make professional money. We want you to make six figures, seven figure, you know what I mean? Like in our industry, I know guys making seven figures a selling right? And we're like, you should make six figures. And it's like day one, like, I don't know, like how trained of a professional assassin is this guy? He's never been trained yet. We asked the guys like, why did you suck? Why did you fail? Why are you getting rejected all the time? It's like, because, I don't know, did he put in a year of training and then start the job or did he just start the job yet? We're wondering why these guys get rejected and can't deal with rejection is because it's their first sales job. Most of the time it's like they don't know what they're doing. These guys, just because they speak English and are personable doesn't make them sales assassins. And so I think recognizing the fact that there is a learning curve to sales just in general, then you add door to door element where it's high volume, high rejection, low conversion. And you're like, okay, let's just like set good expectations. But then it's also, can I sell them on the long term vision of this number two is you've got to be able to put mental skills into place and as far as like awareness of like, how do you reset your state? How do you find consciousness? So when you're dealing with like it's seven o'clock, you've got no all day, zero dollars in the bank. And how do you have systems in place to reactivate them, motivate them, reactivate their self, train them. And then the last one is confidence comes from training. So we built DDD University that has, I don't know, probably 12 different industries in it, from window washing to solar fiber, pest alarms, windows like I mean, all these different industries, roofing, and then just general door to door, right? So we were like, if we can train the industry on a higher level to know how to pitch. Objection. Handle all the things, the confidence goes up. Why people have, like, they don't want to get out of their cars. They're like, man, whatever I said yesterday didn't seem to work. So if I just say the same thing again today, then I'm just wasting my time and look like the idiot because I haven't had any results. Right. But if you at least knew the tools, you said the same thing that the top people are doing. Therefore, vicariously, you should increase confidence. Therefore, you know, your mindset's a little bit more like, there is hope. But when you don't have an environment where people are performing and you're the only one on a lone island being like, I hope this will one day work. And two, you have no training. And three, it's demotivating. Going two, three days with your face get kicked in and no money. It's kind of a recipe to fail. So we tried to build things and systems and help companies implement that to kind of build the recipe success.

Well, I like that what you guys have, too, is you have, like, different offerings. So if you meet someone like me who's like, actually, like, I've done. I've been there, done that, like, throw me out there. If you can provide me the scripts, the strategies, the tonality, the body positioning, like, tell me all that stuff, like, I can learn that. Like, let's go.

New product. Yeah, it's like widget. It's. It's not about. Is it lighting? It's so funny. Like, people are like, yeah, but you've never done landscape door. And I sent my lane. I sent my guy out to do sprinkler repairs. So I have a team of experts. And he'd never done sprinkler repairs. I'd never even know. Like, he signed up for my mastermind. We're like, oh, a sprinkler repair guy. That's a new one. You know, Pest Solar Roofing. Those are big ones for us, right? So he ships out to Virginia, and they'd never knocked. And so he asked the guys, like, how many have you done in a week? Like, what's your best week? And he's like, oh, we've gotten four jobs in a week before. And within the first four hours, they got four jobs and eight bids. And the guy was like, oh.

Utah is the DIY state, so if someone can DIY permanent lighting, they're gonna

And he goes, oh, man, it's the same pitch as my fiber. Oh, it's the same pitch as my alarm pitch. I just plugged in f in sprinkler repair.

Can you sell a, $12,000 landscape.

Lighting job door to door, like within 30 minutes?

That's awesome.

So knock it close. 12 grand. Walk out 30 minutes later with a check in, a deposit and schedule for install.

Dude, I love this.

I have this kid. This kid had sold two jobs in a month. He came to my sales boot camp. He's here in Utah. and he's like, I'm in permanent lighting. It was kind of like a year, maybe a year or so ago. His name's Alex. And he was like, I saw the car that he parked in our driveway or in our. On our event slot. So you could tell he was not balling out, you know, I mean, like, he had like a 1985 Chevy truck. You know what I mean? Like, I was like, this dude's. I don't think that's a classic. I think it's just a. You're.

You're always older. Then you might be like, oh, exactly.

Like, he's like, in that, like, it's like the old. It's like the middle tier Mustangs. You're like, those aren't that cool. Like, you could have old school Mustang. You have new Mustang. You have like a 90s Mustang. It's like, dude, you're struggling. Yeah, it was that moment. You know what I mean? So I'm looking at this kid, Alex. You could tell he's not that sharp. He's by himself, permanent lighting company. And he's like, yeah, man, I have this passion because I think this is a great product. I was like, so you started a permanent lighting business? What's your background in sales? He's like, I'm more of the install guy. I'm like, oh, okay. So I teach him at our sales boot camp. He calls me a week later. He goes, I've gotten six jobs in the last week, averaging $6,000 lighting jobs. And I'm like, Bro, you should charge 12. No way. There's no way I can. I go. I go, you realize you are selling them for too cheap because you didn't know how to sell, but now let's like sell more and sell it for more and make hella money. And he goes, oh, my gosh.

that's awesome.

But it was what he learned in those two days of just like how to sell and being in an environment where he's around multiple six figure earners. He was like, all right, I think I can do this. And it was the best phone call a week later, you know what I mean? Right here in Utah.

So rewarding. Yeah. And Utah, by the way, guys, I'm just telling you, like, this is, like. I call it the DIY state, because if. If someone can figure out how to DIY permanent lighting, they're gonna.

Oh, yeah, they're YouTube experts, dude.

Yeah. Of all the states, like, we are the Mecca. So that's the thing. Like, if you can prove something here, I feel like, name a state that it wouldn't work in, you know?

Oh, yeah, Yeah. I had a guy open up one in Dallas for lighting, and he was a big solar dude, and his buddy recruited him over, and he was like, I'll try it for a week. And he was like, bro, this is so much easier than solar. And he's like. Converts his whole team over to freaking light. And he's like, what the hell is this? Because no one does it. Like, think if you knock on somebody's door for pest control, they're like, you're the sixth guy that's come by. You knock on the door for solar. You're like, not another solar guy. I've talked to 20 of you in the last year. You knock on somebody's door about like, let me make your yard and lighting landscape and all of your yardscape, like, so much sexier. They're like, oh, yeah, nobody's ever knocked my door for that. Like, what's up? you know, I mean, like, there's.

You mentioned one where you guys can actually send an expert out to someone to. So talk about the different options

So talk about the different options, because you've. You mentioned one where you guys can actually send an expert out to someone to. To, like, not only prove. Not only prove. And, like, give them confidence.

That's why we do that. We're like, and you told us it's never going to work.

Yeah, shut up. And you get. And then they. Then they see firsthand. They see the script. They see. They get evidence. So now they don't have to even believe anymore. It's like, no, it's a fact. This isn't like, yeah, yeah.

And that's why we do it. Because nine times out of 10, they'll go hire some dude off. Indeed. And then they, like, send that guy out on his own with no training. He's like a level one sales guy. And then they're like, door to door sucks. It's just. We tried that. I'm like, well, that's like.

That's like, top. Like, if someone's serious and they just want it to work, they do that, right?

Yeah, yeah, yeah.

Plug in.

We have our online education or they come to one of our events and we teach them the business model. We have a business boot camp, a sales boot camp, a recruiting boot camp, a sales manager boot camp where you just teach different plays, right? Depending on what they need, right? So some people are like, how do I find those guys? We're like, come to our recruiting boot camp, get our recruiting university, you know, get in a recruiting masterclass, like whatever the thing is, right? And then they're like, well, how do I train those guys? I don't know, get our training platform, you know what I mean? So each component of your business we've kind of built lanes for to help either support you and do it with you, teach you how to do it. But I'm not gonna like, you can't hire one of my guys for next six months, you know what I mean? It's like they don't have six months of their life. They want to move to some no name company and just like uproot their life. No, sorry. But we can teach you how to recruit those guys, train those guys, you know what I mean? We're going to show you what to do and how to do it, you know what I mean?

Cool. I like it. I mean you've got this proven path because we know that if they just try it and they hire the random guy or tell their brother in law to knock doors, it's just not going to work. So you got the all in, like hire the expert. You got to like, I'm going to kind of dip my toe in a little bit, I'm going to come to the boot camp, I'm going to learn it myself. Then if they go back, how do you recommend them? Just starting in a random neighborhood or do you recommend like, oh, we just closed a job in this neighborhood.

Yeah, start, I guess the lowest hanging fruit. Where are most of your customers? Can I knock the sixth or 12 homes right around it? Like start there. Like I taught this H vac, I spoke at this big H Vac conference and like I'm thinking like, oh, I'm about to teach them all these like wizard moves. And the like dumbest thing I taught him was just this. And everybody's mind melted and I'm like, whoa, let's just go back to like grade level one. You having a job going, installed, all of a sudden they're putting, lighting up around the house. That's cool. You have a truck out front, you got signs, their house Looks different because now it's blue. And you put on these frickin dancing light shit, I don't know, whatever you want to do. And you go to the houses right next to it while that's happening and you say, hey, I don't want to blind you. This is my pitch. Hey, sorry, there may be some crazy lights coming through your windows all of a sudden. And this light, this house just looks so sexy because of all the things we did. And you're probably like, what the fu happened? That was us. I just want to come and let you know what we've been doing with your neighbor. Because everybody's going to get fomo. And everybody's like, wow. Because the increased perception of that house just went to a whole nother level and nobody wants to get left out. So I figured I'd let you know what's going on because you're going to be seeing a lot of your other neighbors around here starting to do the same thing. Because everybody cares about the aesthetics of the neighborhood, not just their own house. So what I've been doing, blah, blah, blah, and going to your effing pitch. If you did that, they're going to be like, yeah, you're right. And they're going to at least listen to whatever the next thing it is.

You say, Yeah, I love it. If everyone today will just start there. Like just knock the nearest 10 to 15 houses and make that part of your daily process. It is a numbers game and it might take you 12 days to get your first one. If you're only knocking so many, it might take you two days. We don't know what your formula is for your level of education and your skill, ability and all that, but it is a numbers game and it pays off.

How important is it to tailor your approach based on who you're talking to

talk about when, when you, when you do knock on someone's door and, and let's say they. Well, yeah, let's say they'll let you. They're like, yeah, that's. That sounds good. What do we do? Right? how is, how important is it to tailor your approach based on who you're talking to as opposed to like a memorized script?

So, not important. Too important. Let me explain. So in my book, eat, what you kill, you know, there's this concept of memorize it, internalize it, and then personalize it. The problem is, like, when somebody goes and makes their own script, nine times out of ten, they don't know the sales psychology that actually makes up a good pitch. Does that make sense? Like they don't know conceptually the Language patterns that creates interest, creates urgency, creates desire. Right? Like those concepts and word choices that don't shoot themselves in the foot. So what ends up happening is they'll say something like, yeah, I mean, we're just stopping by, seeing who's interested and if you're interested. And I'm like, bro, you just had like seven buzzwords that just get you right off their doorstep. Right? Like, and they thought, oh, I was doing it good. And I'm like, no, no, no. That's why you're getting rejected all the time. On. So if you don't even know why you're getting rejected all the time, or you don't understand the psychology behind your pitch, then just like memorize the one that's working, which will help you do that. I have like guys that literally strategically craft people's pitch for industry, interesting industries. So I mean we've done from anything Peptides door to door, from, you know, watermelons, door to door to. I mean I could go through the list, probably 50 different industries painting to. It's all the same shit. So we craft it, memorize it, and then you pers. You internalize it. So you start to understand why the script is a script and then you personalize it. And once you've getting good at sales, then it's like, you better effing personalize every door based on the five S's. What state are they in? Like, how do they open the door? Are they energetic? Are they responsive? What's the situation? Are they holding a baby, crying? Are they, you know, running out the door? They're just getting home. Like all those things kind of factor, right? What's the sex? Are they old, young, black, white, Mexican, Indian? Like, selling an Indian is very different than selling a young new white chick that's 25 years old and first time home buyer, right? Like, those are very different buying profiles. what's their status? Am I selling in the hood? Am I selling in the super rich stuff? and so you've kind of got to cater. And then there's the four archetypes. And I talk about this in my book where you have the bull, the owl, the lamb, the tiger, where if I'm selling to a bull, they're pretty, they're high assertive, high decision maker, you know, they want business first, social second. If I'm selling to an owl, I just got off the phone with this attorney dude I'm selling this thing to and I'm like, I, hate selling owls. Literally, I get off the call and I'M like, ah, such an owl. You know, they're asking all these technical questions. They're like diving into the data. They're low assertive, low decision making. They're always going to say, yeah, let me like talk it over with everybody and run all these reports. And I'm like, I'm going to pitch that guy different. I'm going to use buzzwords in his language that are going to be like, yeah, no, no pressure. We're going to get you all the facts, the figures. I'm going to let you sit and run over everything so that you can answer all your questions. I'll let you in the driver's seat. You know what I mean? Like, don't come off sales, a tiger. You're going to be a much more just personal. So it's crafting as you get good at. Sales psychology, which I've studied for, you know, close to 15 years now and taught for 88 years now and spoke on many stages all over the world almost sales, it's like it's its own language. People think just because they speak English, it's like you have to understand what questions. When to stop, when to pause, when to press, when to not press, when to, you know, kind of like, hey, what do you think? Like all of that is a dance. And there is so many layers deep to the subliminal conscious communication that you can get down into. But many people, I'm just like, let's just start with your script. It's like, can I get you a good script? And let's just start with your first 20 doors and then we can start like moving the needle down the sales skills. You know what I mean?

Yeah, I think it makes sense. I mean even in like if you do like a sports analogy, like you're good enough to make the pro team, but you might not be a starter. And even if you are a starter, you're not the All Star. Like those people are doing those extra things. Just get the script, just make it to the NBA. Like just make it to the pro team and, and you'll be fine. You, you could just keep doing that the rest of your life and you could make a million dollars a year. If you want to really study the psychology and do all this other stuff and you make $3 million a year, that's fine too.

But yeah, it's the micro difference between how Steph Curry can extend the three point line somehow four feet and still have the same shooting percentage. You know, you're just like, how did he do that. You know what I mean? Like, what has he done in his training that has created that efficiency versus somebody that hasn't? You know what I mean? Like, and that's sales. And I love the word professional sales, because I think what's cool is as a business owner or a sales professional, the word professional means you're making professional, like, income. Professionals, in my opinion, aren't making 100,000. They're not making even 200,000. Like, professional athletes, professional doctors, professional lawyers. Like, they're making real man money. And you're like, in door to door sales. That's the thing.

I married into an orthopedic surgeon. I'd come home and I'd look at my professor

I'm like, I was a millionaire by the time I was 23. I'm working four months of the year, not eight. eight months. I go to Bali, I go travel, I'm in school. I'd come home and I'd look at my professor and I'm like, what does he make? I married into an orthopedic surgeon. I Google, what's an orthopedic surgeon make? I'm like, shit, I made more than an average orthopedic surgeon. Holy crap. I'm still in college.

That's awesome. That's so cool. I love sales.

You were top 10 at Vivint then you hired a coach

so along this process, you're getting better. I mean, obviously someone taught you the process, I guess. Was it Vivint or where did you get your first formal training other than when you were knocking doors as a kid?

Yeah, I mean, I started Platinum, which was just a different alarm company. 2008, they went out of business. So then I migrated over to Vivint, and I think my real training started at Vivint. but it wasn't until I hired a coach, I was the, you know, on my way. I was always top 10 at Vivint. And so it was my second year, Vivint, and I hired a coach to help kind of work through limiting beliefs. And everybody's like, you're already, like, really, really good. Like, why do you need a coach?

And I hired a. So you were top 10 then you hired a coach and still worked? It wasn't your own business yet?

No, no, I was at Vivint and nobody coached. Everybody was like, drinking the Vivint Kool Aid. And I'm over here like, yeah, I'll drink that Kool Aid, but I want to have a competitive edge. And it wasn't until I saw an espn. Tiger woods was like, they're like, he's in the. In the sand with his chipping coach. And I was like, did they just say, tiger woods is Chipping coach. I was like, who coaches F in Tiger Woods? And I was like, oh, most of the competitive people, if they want an edge, they have a practice, private, hidden, like secret coach people training them. And I was like, if I want to be the best, like, I'm willing to pay money, like I make good money. And then I became number one. And then I got bored and I was like, f that I want to learn like a new skill set. So I was a VP of sales. I left and started as like a new venture and basically like burnt myself down and said, I want a challenge. And then, I joined a mastermind that was kind of a salesy mastermind out of San Francisco. Nothing to do with door to door. Most of them were in tech sales. Sales and all these other things. But then I started like, ah, man, the last eight years of actually teaching sales, when you become the teacher of it, you're like, oh, I have to consciously be competent. So there I had to then build frameworks, systems, playbooks, duplicatable structures. And I started inventing like. So I wrote the book ABCs of Closing in 2017. And that was like the start of like, oh, I need to like understand. And I had to give every Close. I used a name. I'm like, what do I want to call this? Let's call it the, just do it close. And let's call this one the knocked on your door close. They had no names. I was like, how do I give this a name? I was like overcoming objections before they happen. Eight Mile. And I gave it a name, eight Mile. And I started like building ways that I could teach this. And so for the last eight years, it's been creating framework structures and understandable digestible systems that I could teach in 1990 year old kid do an 8 mile. And they're like, oh, I get it. Because I understand what you're meaning by that. And I wanted to see real results in my people. And if I can get them results, then they'll keep paying me. Because it's like one of my mantras is, I like people, gladly give me money because I provide so much value. Like, if I can help you double your company, quadruple your company, you're like, gladly. Here, take my money.

Take more.

There's more. Yeah, yeah, exactly. Like, nobody's bitching about that. I'm not talking about like lose 10 pounds. I'm talking about triple your income. Like, give me a little piece of that.

That's, that's what I love about sales. Is like, you said, like, of course it feels good to lose weight, but, like, what. What if this didn't cost you anything?

Like, what if I'm trying to make you more money? Like, that's it. Like, spend a little to make a lot. Like. Like. Like, that's a very simple coaching sale versus I'm, a fitness coach. Feel better?

Yeah.

That's the roi.

No, I love it. And in the Tiger woods thing. Yeah, I remember finding that out, too. I'm like, wait, he has a putting coach and a wedge coach? Like, because, ah, you. I thought you just needed one coach. Like, your coach.

Yeah, he had, like, a chipping coaching coach.

Yeah. And that's different than the putting coach, by the way. Yeah. Well, that's cool, man. gosh, I really appreciate you coming on here. if people want to reach out, I know you've got, one one coming up next week. I don't know if that's full or not. but how do they get a hold of you? How do they get a hold of your products, your book, all the, you know, D2, decon, all that stuff?

Yeah, the DDD experts. com that you can kind of browse around and get lost for days on, at the Samtaggart on Instagram or DDD Experts on Instagram. You can always send me a dm. I'm pretty responsive on there. My team is.

Next week, we have our business boot camp. I'm encouraging everyone to reach out

but I. I would just say book a call with us and just figure out where you want to get started. You know, whether you're doing 30 million right now and you want to go to 100 or you're doing 1 million. It's just you. And you're like, I can't get past this barrier of a solopreneur that seems to call himself a business owner. You know what I mean? Like, next week, we have our business boot camp. You know what I mean? So it's like, we teach business owners how to scale and duplicate themselves and delegate and put systems in place and if that's where you want to go. Or you're like, I just suck at selling because I'm more of an operator. I'm like, your one dude that was kind of the nerdy living out of his truck or whatever. Like, I need to get better at sales. Like, we have a sales boot camp May. May 6th and 7th, and you just, like, want to learn the psychology of how to do what you're doing better. And some people are like, well, door to door is different than my sale. I'm like, bullshit. If we could sell door to door. Don't you think we could sell a preset appointment? It's like, if I can knock your door from nothing and close you, you hand me a lead that is, like, warmed up and interested. You don't think we could sell that? Yeah, like, so some people are like, oh, but our sale is different. I'm like, bullshit. I'll run circles around most your dudes you call closers. I wrote a book called ABCs of Closing, so it's like, maybe we just need to increase the sales ability, and that's where we can help you out. You know what I mean?

Dude, I love it. I'm encouraging everyone to reach out. listen, the Carnivore is the way, you look at ad costs and all sorts of stuff. And I still. I'm not saying don't do advertising and stuff, but, like, how long are you going to wait for the phone to ring?

I watch People spend 50 grand before they even see their first deal. I'm the opposite. I'm like, don't even get a website.

Go get the deal first.

10 jobs without a website.

Yeah, I, love it, man.

Sam: If you're struggling right now, there's hope. So anybody listening

All right, so, guys, reach out. Thanks for coming on, Sam. Really appreciate you, man.

No, thank you, Ryan. And I'm here to support wherever I can to see you guys and your people win. So anybody listening? It's like, there's hope. If you're struggling right now, there's hope. And we're in the season right now. I'm over here. The summer is upon us. Like, let's go to Ham. Like, there's daylights ticking. This is the selling season.

Well, it's my goal to be the facilitator. I'm trying to bring door to door to the lighting industry more than ever. So.

It's in the blood, bro.

It is in the blood. I know. All right, man. Well, I appreciate you coming on here, Sam. Have a great day.

Okay? Thank you.

All right, everyone, now the hard part. Go implement. Stay in touch. Reach out to Sam. Follow him on all the socials

All right, everyone, now the hard part. Go implement. Reach out to Sam. Stay in touch. Follow him on all the socials and reach out, to his, boot camps. Good luck, everybody.