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Chad Peterson is the founder and CEO of Peterson Acquisitions and the best-selling author of "Quantum Stack Investing". Widely recognized as the nation’s #1 business broker, he’s known for an industry leading 90% closing rate. Whether you’re looking to sell a business or learn how to acquire one, Chad and his team are committed to helping you maximize value at every step. Peterson Acquisitions serves each client with unwavering integrity, discipline, and accountability. No excuses, just results.
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.)
All right, you all welcome to the episode with Peter Roth. Peter Roth is a good man. I went out to dinner with him last night.
We had a great time, smoked cigars. This guy's been an entrepreneur. He's built businesses.
He's owned cigar distributorships. He's supplied a lot of businesses with their cigars. A lot of people in Vegas, a lot of businesses in Colorado.
He's distributed cigars all around the world. He's switched careers. He's here to tell me about it, and we're going to have a great podcast, so pay attention to this one.
It's going to be a good one. What's going on, Peter? Man, this is a good cigar. I like this a lot.
Hey, man, for a cheap stick. I mean- No, this is really fantastic. Yeah.
Yeah. Yeah. I'm a cheap date, though, when it comes to cigars and booze.
As I told you last night, I have a very undiscerning palate, so I kind of like it all. Yeah, but you've sold cigars that are $200 and $500 and whatever, but- I've had them all. This $10 stick, I mean, you know, to smoke a daily cigar, right? If you swap bands with this and put it onto an expensive cigar, I wouldn't be able to tell the difference.
Yeah. It's great. So you're a man that's been in an industry where taste matters and quality matters, but you actually don't have the taste to discern, which is wild.
That's pretty true. Yeah. That's pretty true.
All right, so take me back. Take me back whenever you started your career, and you got into the cigar business, and you still own a cigar distribution business. Take me back to where that started.
Yeah, man, that was the very first thing I did out of college. As soon as I got out of college, I didn't know what I wanted to do. I had no idea what I wanted to do.
The only thing that I did know, right, when I got out of college, very, very acutely remember that I definitely didn't want to work for someone else, because I had one real job my whole life, and it was pretty much right out of college. It lasted for, like, literally three months. It was my one real office job that I ever had.
Of course, I got fired from it. That didn't last very long, because the whole time I was there, I was already planning what business I was going to start. And I was 23 at the time, so.
Yeah, man, so that's the number one key component is the number one key ingredient of somebody who's self-employed. They'll work 80 hours for themselves. Do not have to work 40 hours for somebody else.
Yeah, yeah, I learned that, but it's funny, like, it's people say that in a negative context, right, like when you say that out loud, I think any normal person would hear that, because I guess it is right. That sounds bad. But the reality of it is, is that, like, the positive side that I think is kind of if you had to read between the lines is that because it's so much more rewarding, I would rather work 80 hours for myself, even for the same amount of money, than work half the amount of hours for someone else.
Yeah, absolutely. Because it's so much more rewarding. Absolutely.
That's the part. So whenever I ask somebody, what made you want to work for yourself? That's usually the answer, even if they don't know it. Yeah, yeah.
They're like, you know, well, I didn't want to work for somebody else. And so then I really like this thing. I'm like, no, no, no, back up.
It's because you didn't want to work for somebody else. That's for me. That's the case.
Yeah, like, I, I've worked 10 times harder working for myself, but I've enjoyed what I'm doing. And if I get, if I fail, it's on me, right? It's not on somebody else. And then I don't have to listen to somebody else's bullshit and, and then run the company in a way that I wouldn't run it.
So I like to live and die on my own sword. And I think you're probably like that, that you want to, you want to do it on your own. Yeah.
But a lot of people aren't like that. And that's OK. Right.
Like, I think I have to have this conversation, like with people, even family sometimes, because, you know, like, I want to start a business and, but I don't know what to do. And I'm like, I don't want to take this risk and I don't want to come out this way. And I'm like, and that's OK.
Like, it's not for everybody. It comes with a lot of potential pitfalls. Like, it's hard enough to run a successful business, even if you love it.
But even if you are wired to be an entrepreneur, it's still hard. Right. Like, it's not easy.
It takes a lot of grit. It takes a lot of passion. You got to be really excited about what you do.
You have to see something that other people don't see. And you have to be able to reward yourself with minor wins in order to get through the entire journey. More importantly, you have to be able to offset the reward.
You have to be able to delay the gratification for as long as humanly possible. Right. That's what I mean.
Like little bitty things like, oh, great, I got I got my distributor set up. Oh, great. I got it.
I got my real estate set up or, you know, whatever it is. Little wins that you're not even making money yet. No, but they're little wins that get you further ahead.
And a lot of entrepreneurs, they don't understand that because they think, oh, I'm going to get into business and it's just going to be automatic profits. Yeah. No.
But Bezos was famous for not making a single penny for seven years or something like that. And everyone laughed in his face. I look at him now, obviously.
Yeah. So you and I were talking last night. We have kids and they're influenced by all the influencers.
They think that they're going to get online and they're going to do something clever like dropshipping or whatever it is, whatever Andrew Tate is pushing and they're going to become a multimillionaire or whatever. It's like, no, bro, you might work for six, seven, eight years and not make any money. You know, that's the truth of it.
Yeah. And so can you do that? And do you have a job on the side that'll get you through? Because sometimes you've got to do your nine to five so then you can have your second shift, you know, five to midnight. Right.
And a lot of people won't do that because they think it's supposed to be easy. It's just not. Well, like we talked about, it's like, yeah, you want to be an influencer.
That's cool. That's that's actually fine. Like I'm not I don't have a problem with it, but it has to be based off of substance.
It has to be based off of an actual real marketable, sellable skill that you've got. Right. Like I would call you an influencer because you've got a strong following of people.
But it's based off of the fact that you have a very profitable and marketable skill set to back it. Yeah. People try to get social based off of nothing.
Yeah. You've got to get social proof off of your skills. You can't just get social proof without having a skill set.
Yeah. You can't just come out to the world and be like, hey, everyone loved me and adore me just for being awesome. Yeah.
Right now. Right. So you're so you're twenty three.
You know, you're you got in a cigar business. And how'd that happen? Funny story, man. I was just a kid, you know, I was twenty three years old.
I didn't know what the hell. Well, I just literally got married. It was my first marriage and just got married.
And I looked at my wife and I was like at the time, my wife at the time. And I said, hey, you know what? I got a crazy idea. I want to start this business.
Cigars is like the it's like a passion of mine. So how about there's no cigar shop in this neighborhood, this area that we live in? It's an upscale part of the suburbs of Denver. There's no cigar shop in the area.
It doesn't there's a need for it. There's a there's a hole. Why don't we fill it? Why don't we why don't we start something? And I built a kiosk, really, of all things.
It was a kiosk and it was a big one, but it was a kiosk in a mall. And she thought I was crazy. I literally took the only money I had at the time was I had a five thousand dollars and I got a bond that someone gave me as a gift for my bar mitzvah when I was 13.
So five thousand dollars in cigars and whatever your kiosk was, that's all you had. And one credit card, I think, which I maxed out. Yeah.
OK, so I started small, man. I started, you know, I put I think I think all my inventory to get started was like maybe 20 grand or something like that. OK, maybe less.
So you financed your entrepreneurial journey on credit cards and five grand. Wonderful. And then, of course, you grew that and you built a cigar distributorship.
Then you you had to go out and you had to make the sales. You had to go out and contact bar owners and other cigar buyers. Right.
Yeah. Yeah. Well, and actually before.
No, no, that is the correct order of events. So then I started my distributorship about a year into starting the first kiosk. And then four years after that, I decided to leave the mall, scrap that whole thing and build it into a much larger thing.
So and then I built what's called the Robusto room. It was this really upscale cigar bar shut down during covid. But it was there for I had it for 15 years.
I mean, we were featured in Cigar Aficionado. We were in all kinds of publications, news publications, all kinds of stuff. It was a really cool.
It's like like where we were at last night. But I mean, it was actually it was a little bit. Yeah.
Fox Cigar Bar. Yeah. Yeah.
Yeah. Yeah. Cool.
So you're still in the cigar business, but you shifted gears. You're now into helping service companies like HVAC companies, roofing companies, things like that. Things like that build their company.
Can you tell us about that? Yeah. So I it's a weird story, but, you know, I've told the story so many times. It's almost kind of entertaining because I want when I started the cigar bar, I was we had issues with smoke.
The smoke was seeping out and getting into some of the neighboring spaces. And so long story short, I had to mitigate that issue. I had to try to cure that problem.
And in the process, Meta, who became my best friend, he's a guy who became my best friend and he was an HVAC expert and he helped. And he came up with some really good creative solutions to help mitigate the smoke issue. And many years later, he ended up asking me, he's like, hey, do you want to start an HVAC company with me? And I was like, sure, let's let's do it.
He's like, I'll I'll be the wrench turner. I'll do all the blue collar stuff. You be the white collar guy.
You do all the marketing and the sales and build up that department. And I was like, all right, man, but I don't know shit about HVAC. I barely even know how to turn up my thermostat.
That's like all I know about HVAC. I've never built a home services company. I don't I mean, I'm sure I can figure it out, but I've never done it.
And sure shit. I figured it out. You know, I met all the right people, got the right coaches, took the right courses.
You know, push the right buttons and pull the right levers. How excited about doing that were you? I wasn't. You weren't.
No, I wasn't until I saw that it was work until I saw how cool the business was. It took me maybe six months to kind of wrap my mind around like how the business was really operating and how it could be made profitable. And once I saw all those profit potential, all the potential areas for profit.
So once the reward center, when the reward center got turned on, then you got excited. Yeah. Because then I started, I was like, oh, shit, this is actually a pretty amazing business.
There's a ton of opportunities here. Like the lifetime value of a particular client in HVAC is pretty damn impressive because there's so many different things that you can sell them in a good way. Right.
Like it sounds kind of bad, but like, no, in a positive things. Well, they're built to break things that can help. Yeah, they're built to break.
I mean, you got to work on them. You know, it's not it's not set it and forget it. Yeah.
Yeah. So there's a lot of stuff, you know, unlike a lot of other home services companies. I mean, even the obvious ones like roofing and solar, a lot of that stuff is a one and done.
You know, I mean, how many roofs are you going to replace for the same person? Well, insurance companies pay for roofs anyway. You know, it depends where you are in the country. Mostly, most of the time, insurance companies do.
Yeah. Yeah. Insurance companies are going to replace more roofs than what individuals are.
But, you know, me personally, I've replaced two roofs in my life. OK, but there you go. Right.
Like that's and that's probably unusual. I think the average person probably one. Yeah.
Right. One point two. So so you switched over your career.
Now you build call centers for people that are self-employed. In the services business, whether it be garage door companies or roofing companies, HVAC, plumbing, things like that. You build out a call center where not only they could handle customer service, but more so they're handling the marketing.
They're given they're doing outreach. Yeah, we can do inbound, too. But the main focus has been on outbound on outbound cold calling to get your salespeople in the home for generating money, for generating sales, period.
Right. Like to me, that's far more interesting than inbound is important, too. Right.
You need to be able to handle your customer service stuff. You need to be able to handle your pipeline. Very important.
I'm not diminishing the importance of that. But I think most people don't suffer from that. Most people suffer from a lack of leads.
Right. Yeah. Yeah.
Yeah. Yeah. Every business owner needs to figure out marketing.
And what I tell people is that I don't care what industry you're in. If you're in HVAC, you're not really an HVAC. You're in the marketing business.
And if you're in the roofing business, you're not in roofing. You're in the marketing business. You're in the marketing of that service because it all starts with marketing.
Now, whenever we go back to your to the HVAC company that you started, he said, hey, I'll do the work, but you go get the business. Yeah. OK.
I mean, you got to do it without that. You can't do the work. So everybody confuses themselves like, oh, I'm a roofer.
I'm a plumber. No, you're not. Yeah.
You're a marketer. You're a marketer. You're in the customer service.
You're a manager. Yeah. Yeah.
All kinds of different things. Yeah. You're the last thing you are is what you do.
Yeah. Yeah. That's one of the lowest things on the other totem poles.
Yeah. And I tell some people that and they're like, what do you mean? Mike, dude, if you want to go be self-employed, you want to do really well. You're going to have to be good at more things than just your widget.
Your widget is just, you know, of course, you should be a good roofer. Of course, you should be a good plumber. But how do you get to the market and win that business? So you're you're helping business centers get to the market.
And you have a call center of all places in Mexico. Yeah. And I found that interesting.
So tell us what part of Mexico. All over, man. It's virtual.
So my agents reside anywhere, anywhere in the country of Mexico. We actually have agents in other countries, too, in Latin America. But the vast majority are in Mexico and they're all over.
So they work from home. Everyone works from home. That's that's the beauty of call center work nowadays is that it's not like the old school days where, you know, you had some sweatshop and everyone worked in a dark, dingy basement like that's not.
So when you when you say call centers, it could be 50 different people in 50 different homes working. Yeah. OK.
That's exactly right. All right. Cool.
All right. Yeah. Someone's just got to manage them, right? Someone has to someone has to put all those pieces together.
So you contact a roofing company. You pitch them on. Hey, do you have any outbound dialing in your company? Would you like to see some results of that? I'm Peter.
This is what I do. And then what you do is you have people in Mexico that obviously have to speak good English, right? Yep. And you get them set up out of their house.
And you manage them probably through what? CRM? Well, both. So we've got we've got them set up through software, right? Everyone's on the same software platform so we can monitor that at all times. And then we've got just a really impressive team of managers.
You know, the team of managers I've got right now is is nothing short of really, really impressive. So these are some really high level people who who manage the entire operation, you know. So when you as a client, let's say if you own a roofing company, right.
And and you see the benefit in building this outbound telemarketing call center, we're going to manage the whole thing for you. You can do what you do best and we'll do what we do best. But the whole thing is 100 percent done for you.
We build and we manage the entire operation. But it is yours. It is your call center.
You own it free and clear. The agents work for you. The software is under your name.
The managers work for you. You're the one writing the checks, right? It's everything is under your name. So you own it free and clear.
We're just here to help you run the show to keep it nice and tight. Yeah. So how many calls do you think go outbound for each customer per day? I'm sure it varies depending on their appetite.
But but in general, the average agent can make anywhere from a thousand to fifteen hundred calls, probably fifteen hundred plus calls in a day. And they'll and they'll speak to 250 to 300 people in a day. Not all good, of course.
How many how many people talk to 250 people a day? Each agent. How? There's not enough time in the day. That's what happens when their average when their average wait time is 20 to 30 seconds.
They're they're only waiting 20 to 30 seconds before they're speaking to a live human being. That's how efficient and quick the software is that we're using. It's literally a 20 to 30, 30, 20 to 30 second delay between a real live conference.
Now, it's not always a good one. It could be go after yourself. Oh, yeah.
But it's a real there's there's more fuck yous and telemarketing than there is in anything. You'd be surprised, actually, that I'm kidding. That actually doesn't.
Well, I mean, it doesn't really happen. People are actually much more polite than you think. They're probably thinking it, but people don't actually say that.
Well, I'll tell you what, whenever somebody calls me telemarketing, I have no time for it. And and, you know, coming from from me, that seems a little harsh because I relied on telemarketing. I've done it myself.
I've called more business owners than anybody out there as far as, you know, what I do for a living. So I called business owner and said, hey, would you like to sell your business? And it's usually like, who are you, kid? Right. I was young when I was doing this.
Who are you? And so I got a lot of hang ups and fuck yous and don't call me and whatever. And so you think I'd have more grace for it. But what's happened now with the telemarketing is so out of control.
I mean, it's completely out of control. And I've had it be said to me that there was some law or whatever where they can't control it until a certain day. And last night you were telling me that this last year they tried to stop the telemarketing, but it didn't pass what they were trying to.
So they tried. Number one, they did two different things and then it got and then they corrected. Right.
The first thing they tried doing was completely banned cold calling entirely. And that was through an act that was basically kind of referred to as the one to one consent act. So what it essentially meant was that you can't cold call, period.
That's going to go away. You must have consent from that homeowner in order to call them at all, which simply just bluntly means no cold call. Now that got shot down because it was just no way.
There's way too many huge industries that would have. Well, I would think I would think that at some point it's it's for the effort to reduce the amount of annoying nuisance calls. But at some point, it's also got to be a disruption in the free market.
Right. And that's that's exactly what happened. Yeah, that's exactly what happened.
So what they ended up adjusting, they adjusted it to say that, hey, we want to ban basically what's called a it's essentially a robo dialer. It's a it's a it's a referred to as an R.O.S. NG, random or sequential number generator. And it's exactly like that name implies.
It's literally a piece of software that generates whatever your area code is. Mine's 303 in Denver. It says, hey, pick this area code 303.
Don't make up a go make up a bunch of seven digit phone numbers that we think are probably accurate and just start calling like a maniac. And that's what and that's what they do during political cycles. Well, yeah, I was going to call you to bug.
Yeah. So if the same people were going to outlaw cold calling and telemarketing, you know, the politicians. Yeah.
Well, they they're the worst. Yeah. I mean, and by the way, they know who you're voting for.
Like they knew who I was voting for. And so I got hit nonstop. I didn't get I didn't vote for Kamala.
I voted for Trump and I got nonstop calls from Trump. I mean, it was, I mean, what, four or five a day and and and probably a text message or two a day, which is funny. And you can't stop them.
Oh, I already voted for you. Like you can. Yeah, you can't stop them.
So you reply, stop. They still don't stop. Yeah, no.
You know, just. Yeah. And so that's that's what they are trying to ban now, which I think we can all get behind that.
Right. Like I don't think anyone particularly loves that sort of thing, you know? Yeah. So that's really what they're trying to ban now.
And that that very well, it hasn't happened yet. That's supposed to come up here at the I think at the end of the year. So that might happen in January.
Yeah. I was thinking, man, how the hell can this government fight a war in some other country or they can't stop telemarketers? And then a buddy of mine was like, no, it's not that. It's just that there's a law that says that people can use the phone to contact people for a lot of comments.
Super common question that I get is which makes sense in theory, which is that, hey, Peter, why on earth would I hire humans when I can just when I exist? Right. Super common question. Let me answer.
Glad you asked. Right. So super common question.
And here's you know, thankfully, the FCC has banned that, too. And for very good reason. And, you know, any business owner should be thankful that they did, because what if if they would have allowed a calling called a cold calling specifically, that's what they've banned.
They have banned a cold calling. I can call everything else, but not cold calls. So if you've got proof of consent, if someone has opted in, I can call them all day long.
That's fine, which I agree. But it cannot be used to make cold calls. Why? Because then it would be completely unchecked.
Right. Because then you don't need humans anymore. Right.
It's just someone sitting on a laptop hitting the go button and you can just unleash rain of hell across the entire country's phone systems and just debilitate our phone towers. I always say, Mike, there would be smoke coming off of cell phone towers. No.
Yeah. Thank God they stopped that. That'd be a mess.
There'd be flames coming out of your cell phone right now because it would just be ringing off the hook nonstop because, you know, any teenager in Pakistan could just hit the go button. And so bottom line is, if you if you want to call and you want to prospect, you can, but you got to be a human. Got to be human.
Yeah. Because that you can't abuse at least. Right.
There's a limited number of humans and you can't. Yeah. If you want it, you got to work for it.
I'm going to have to work for you. And so it's a good thing, right, that it's protected that form of marketing. It's saying, hey, because, you know what, if you are using humans, at least you can't really abuse the system all that much.
Right. Right. It stays within a you know, you can keep it within reason.
So that's a good thing for business owners, because it is a highly effective form of marketing. It works. You know, it's hard.
And people always ask me, they're like, do people like cold calls, do people pick up the phone? And my blunt answer is I look at my face, I go, no. Like, well, how does it work? I'm like, because I don't need a lot of people to answer the phone for it to be profitable for you. I need like a half of a percent.
Yeah. So get into that. So let's just say I wonder and we talked last night.
I might have you work for me for nine days and, you know, get a call center around to do some outbound for me and my team. But let's talk about that. So somebody comes in and gives you, let's just say, a minor fee up front and then pays you whatever the costs are for the 90 days.
Right. Let's just say you do a 90 day run like you and I were talking. What kind of results do you expect from that? You expect to get two leads, five leads a day, ten? Yeah, that's a good question.
So, I mean, it obviously depends on your industry. I don't pretend to have done every single industry. I don't know.
You know, I know the industries that I've worked in. So let's let's keep it within home services just for fun, because that's because I know those numbers. Let's say you're a roofing company, right? Those are the majority of my clients are roofing companies and HVAC companies.
If you're a roofing company, I can tell you right now, assuming you're not in some really crazy, weird part of the country, assuming you're there's nothing too unusual about your state, which is 99% of them, your average each agent is going to be booking you approximately two to two point five appointments per day. Let's just call it two for fun. But is that in a hail area? I mean, if you check the swath reports and you see the hail hitting, I mean that now you can zone into a certain area, right? What they call a cat area.
Now you get more. So insurance claims, storm related stuff that you get. We get higher results.
I'm talking I'm talking about retail. OK. Retail roofing.
And we do both. That's amazing. You guys are if you guys are getting results off a retail roof, and that's amazing because I mean, who the hell would want to answer the phone to a telemarketer and say, yeah, sure.
And you're like, my roof on my house would probably be. God, I don't know. I bet it'd be 70 grand, you know, like.
So you're getting that kind of business from. Yeah. Well, you know, I mean, to be honest with you, we we I always tell my clients, let's ignore the bottom 20th percentile of income earners.
Let's ignore the top 20 percent. So I may not be calling you right in the middle. I may not be calling you.
We want right in the middle, because those are the type of people that are more likely. Well, obviously they could qualify for a roof replacement, but also the top 20 percent of people are very unlikely to pick up a cold call and even more unlikely to book an appointment from said cold call. So that's why we generally shave off the top 20 percentile, the bottom 20 percentile.
I think everyone knows why that gets cut out. But top 20 percentile for that reason. Well, I think the future, a big part of the future is going to be in blue collar services.
I really do. I know that you have an event coming up with Bradley and who else is going to be there? Is it Coach Michael Burt? Maybe. No, I don't know.
Bradley. I don't think he signed down. Lance Bachman will be talking at that one.
Bradley will be talking. Those are the two main. Those are the two big speakers who will be there and I'll be I'll be talking.
And this is a service business conference. Yeah, it's called Services Summit. Everyone should check it out.
It's November. I'm 99 percent sure it's November 4th and 5th. Proceeds are all going to charity.
OK, the person who runs this organization is an amazing guy named J.D. De La Rosa, owns an amazing company called Rufio. Hi, J.D. J.D. is an amazing guy. His daughter had cancer.
She survived and he's devoted his just everything to help kids with cancer. And so he's donating all the proceeds. And so you guys are going to guys like Brad and Lance.
They're not taking a single penny to talk at this event. They're donating everything to come and speak. Oh, that's cool.
That's great. So you guys come together. You talk about what, how to become successful in the service industry and different different trades are talking.
Right. So you're going to be talking about prospecting for the blue collar trades. Yeah, I'm going to be talking about how to grow your business.
And, you know, do it very, very affordably. Yeah. So like I said, I think that the I think the future is in blue collar.
And, you know, I was just telling a friend, I can't fuck with it. Right. There's another thing that I can't fuck.
Right. It's AI. It's AI proof.
It's absolutely bingo. Yes. Yeah.
So I tell people to buy a blue collar business. And I don't know if you know this, but I wrote the book From Blue to White. It's out there.
It's out there. But you can take a look at it on the way out. But it's called From Blue to White, and it teaches people how to get the hammer out of their hand and become the contractor and win the business.
Right. Because that's how I started off when I was really young. I didn't know shit about shit.
So I went out there. I was like, well, you know what, I can go make 30 bucks an hour doing this. I was, you know, 14 years old, you know, mowing grass.
You know, I didn't know anything. But eventually I started hiring people to do that work. And then I started doing the prospecting and handling the contracting part.
That's how I started off. Yeah. So I wrote that book out of a passion to teach other people how to go from blue collar to white collar, but stay in the blue collar industry.
OK, and that's what you have. You have white collar skill sets and a blue collar world. And that, I think, is when you're really lethal in the blue collar world, when you have white collar skills.
So everybody at that at that service summit, they're going to be bringing more skills than just what the actual trade is. In fact, that'll probably be the least part of it. Right.
It'll be marketing and scaling and hiring and managing and and all that and CRMs and, you know, monitoring your progress and KPIs and all that stuff. So it's like I said in the beginning of this conversation, it's very seldom about what you actually do for a living. That's what you're doing to get that business and to manage that business.
But I tell people to buy blue collar businesses because they're AI proof and because it's a needed service. It's never going out of style. And you've got the last 30 years that college has been pushed upon kids.
So where are the working men today? Right. I mean, they're working men are making more now than ever. I mean, if you're a plumber and you're if you're getting off your ass, you're going to work every day.
If you're a plumber, you're making two hundred thousand dollars a year right now, you know, easily. Yeah. And so and more people should be looking into the trades.
Absolutely. Well, there's plumbers. Yep.
HVAC companies. Not everyone's cut out to run a business. That's OK.
There's nothing wrong with that. But there's so many jobs available right now in the trades. And there's a lot of big money going out there.
And eventually you never know, like even if that's, you know, if you're a young person and you're watching this right now and and maybe you're wondering, well, geez, you know, is that something I should do? Am I really cut out to run my own business? That's fine. Start off by learning the thing. And then you never know.
As you get older, you may very well love. Sure. I love that transition going.
Yeah. You know, turning the wrench, putting on that, like you said, going from blue to white, you may really enjoy that process. Yeah.
I just I really do think that that there's more money to be made there than going to college. Go to college. You got the debt and you don't have a job.
Like I said, I was telling a friend the other day, she's like, I think my daughter is going to go to school for graphic design. I said, no, you're going to waste your money. Graphic design with a push of a button.
AI's got it done. It's already that's smoked completely. I can talk into my phone right now and say design, blah, blah, blah.
I'm talking to my phone right now, say, write me a whole movie. Right. We're we're minutes away from a I literally generally movies for absolutely.
In fact, I've written graphic designers. I've written six books and my which you know, what does that say about me? I don't know that I'm crazy enough to sit down and write six books, I guess. You know, I'm not John Grisham.
I haven't sold a million copies of them. But what I can say is I wrote my books before I was here. Yeah.
You know? Yeah. That says a lot. I sat there and typed the fucking thing out.
At least no one can doubt your authenticity. Yeah. Yeah.
Yeah. You see the date on that book? Anyone nowadays who writes a book? I'm like, sure. Sure.
Yeah. Yeah. Sure.
You did. Sure. You did.
Little buddy. Yeah. Yeah.
Anyone that writes a book. Yeah. Yeah.
I mean, it takes a lot of work, a lot of dedication to sit there and craft together a book and and have a point and really provide value to somebody. But now A.I. is taken over. And so all that being said, somebody says, oh, shit, I need a new driveway.
Well, I can't do that, man. And I need a new roof. I can't do it.
Plumber, I can't do it. Now, eventually, can they do you know, can they get robots and shit like that? Sure. Maybe.
Yeah. Well, but I don't think it's. No, no.
Yeah, I don't think it's. No, I don't think it's going to get to that. And you're still going to need humans to operate those robots.
And you're still going to. Yeah, it's nothing is going to be 100 percent autonomous. Yeah, right.
Let's just forget that idea. Yeah. Very unlikely.
Yeah, I know. So you're a good you're in a good industry. And so you're helping people become successful in the blue collar world.
Yeah, man. Look, here's what I always tell people, right? Like if I if I was in a room full of 100 roofer roofing companies and 100 HVAC companies and I said, all right, here's a question for you. How many of you here need more leads? My hunch is that 100 out of 100 hands would go up in the air.
I need more. 100 out of 100. And if their hand doesn't raise, they're lying to you.
And they're asleep on their phone. Yeah. You're arguing with them.
They don't give a fuck. Yeah. They're just distracted.
You know, 100 out of 100 hands should go up in the air. Right. So clearly that's that need is never going to go away.
And what I'm finding is, is that, you know, every industry, if you if you're astute at your industry, you should know what your CPA is or your CAC, your customer acquisition cost. Pick whatever acronym is that you like these days. But you need to know what your CPA is, right? You need to know, like, what does it cost me to get one signed deal? Whatever that, you know, whatever it is that you do.
How much does it cost me to acquire a fully signed closed deal? Right. And that number varies across industries. But in roofing.
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