E713. Breaking Down Our Sales & Tech Workflow.

E719. Get More Revenue from Your Revenue: The Metrics Every Small Business Must Track

Caleb speaks with Kevin Dorsey [https://www.linkedin.com/in/kddorsey3/], the Chief Revenue Officer at Leanscaper [https://leanscaper.com/], regarding business growth and leadership within the green industry. Dorsey explains the distinction between sales and total revenue, highlighting the necessity of tracking specific performance metrics to ensure long-term stability. The discussion emphasizes the importance of hiring for character rather than just technical skills, while also advocating for rigorous training to build employee competence. Dorsey introduces psychological concepts such as growth mindset and visualization, suggesting that true resilience is built through preparation rather than simply enduring hardship. Finally, the episode warns against "shiny object syndrome," advising business owners to use clear long-term goals as filters to avoid burnout and maintain progress. Key Takeaways: * Implement the GERMS methodology by prioritizing gratitude, exercise, reading, meditation, and sleep to prevent burnout and maintain peak performance. * Define a Keystone Goal for a one-to-three-year horizon to serve as a filter for new projects and help you avoid the trap of shiny object syndrome. * Practice dual-visualization by mentally rehearsing both your successful outcomes and the specific obstacles you may encounter to build a more resilient mindset. * Focus on hiring for characteristics like discipline and motivation while leaving technical skills for the training phase, as core traits are much harder to develop than job competence. * Track micro-progress through specific daily or weekly metrics to maintain momentum and stay motivated during challenging periods in your business or personal life. Connect with Auman Landscape 📺 YouTube https://www.youtube.com/@AumanLandscape [https://www.youtube.com/@AumanLandscape] 🌐 All Links https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 📸 Instagram https://www.instagram.com/aumanlandscapellc/ [https://www.instagram.com/aumanlandscapellc/] 👷 👷‍♂️ 👷‍♀️ The Hardsacpe Academy https://www.thehardscapeacademy.com/ [https://www.thehardscapeacademy.com/] 👫 👩‍❤️‍👨 Together In The Trades https://www.togetherinthetrades.com/ [https://www.togetherinthetrades.com/] Episode Sponsors 📸 CompanyCam – Get 50% off for 2 months https://companycam.com/auman [https://companycam.com/auman] 💰 Cycle CPA – Save $200 https://cyclecpa.com [https://cyclecpa.com/] Use code: AUMAN 🛠 LMN Software – Save on onboarding https://golmn.com [https://golmn.com/] Use code: AUMAN 🚜⚙️🛠️ Steelwrist https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 🛠 Leanscaperhttps://leanscaper.com/ 🚜 Equip https://www.equipexposition.com/ [https://www.equipexposition.com/]Use code: AUMAN 💰 John Pajakhttps://johnpajak.com [https://www.johnpajak.com/] 🧠 🎯 💡 FRWRD Coachinghttps://www.frwrdcoaching.com/ [https://www.frwrdcoaching.com/]

E718. The Leader as Learner: Why You Don't Need All the Answers to Lead

Caleb interviews leadership expert Eric Termuende [https://erictermuende.com/?shem=isphe%2C] and the discussion centers on the intentional construction of company culture, specifically focusing on how small business owners can foster trust and open communication within their teams. Termuende emphasizes that leaders do not need to possess all the answers but should instead empower their employees to help navigate uncertainty. He highlights the importance of genuine personal relationships and clarity of vision over transactional management styles. Key Takeaways: * Deepen the sense of trust within your team and actively work to remove friction to better handle future uncertainty. * Clearly define and communicate your company's end goal so every team member understands exactly what they are working toward. * Foster stronger team connectivity by getting to know your colleagues on a personal level and building genuine relationships beyond work tasks. * Embrace a leadership style that prioritizes asking insightful questions and learning over always feeling the need to have the right answers. * Empower your team to contribute their unique perspectives by crowdsourcing the best practices for reaching your established goals. Connect with Eric: https://erictermuende.com/?shem=isphe%2C [https://erictermuende.com/?shem=isphe%2C] Connect with Auman Landscape 📺 YouTube https://www.youtube.com/@AumanLandscape [https://www.youtube.com/@AumanLandscape] 🌐 All Links https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 📸 Instagram https://www.instagram.com/aumanlandscapellc/ [https://www.instagram.com/aumanlandscapellc/] 👷 👷‍♂️ 👷‍♀️ The Hardsacpe Academy https://www.thehardscapeacademy.com/ [https://www.thehardscapeacademy.com/] 👫 👩‍❤️‍👨 Together In The Trades https://www.togetherinthetrades.com/ [https://www.togetherinthetrades.com/] Episode Sponsors 📸 CompanyCam – Get 50% off for 2 months https://companycam.com/auman [https://companycam.com/auman] 💰 Cycle CPA – Save $200 https://cyclecpa.com [https://cyclecpa.com/] Use code: AUMAN 🛠 LMN Software – Save on onboarding https://golmn.com [https://golmn.com/] Use code: AUMAN 🚜⚙️🛠️ Steelwrist https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 🛠 Leanscaperhttps://leanscaper.com/ 🚜 Equip https://www.equipexposition.com/ [https://www.equipexposition.com/]Use code: AUMAN 💰 John Pajakhttps://johnpajak.com [https://www.johnpajak.com/] 🧠 🎯 💡 FRWRD Coachinghttps://www.frwrdcoaching.com/ [https://www.frwrdcoaching.com/]

E717. Stop Selling Products, Start Selling Experiences: Hooking Your Ideal Client

Caleb talks with branding expert John Dalton [https://www.johntdalton.com/] about how contractors can move beyond basic advertising and build a brand that actually connects. Dalton explains why strong branding starts with the customer's emotional experience, not just a list of services. He shares the importance of "Clarity plus Consistency," the value of vehicle wraps for tradespeople, and why simple, direct messaging beats clever marketing every time. Key Takeaways: * Sell the emotional experience and the "feeling" your work provides rather than just the technical features of your service. * Prioritize your vehicle wraps as your most valuable marketing asset by ensuring they are clear, clean, and legible from a distance. * Adopt a "less is more" philosophy by removing at least one unnecessary element from every design to improve clarity and reduce cognitive overload. * Ensure absolute consistency across your brand by using the exact same fonts and color tones for every customer-facing piece of media. * Embrace humility by admitting when you lack expertise in areas like marketing and proactively seeking guidance from professionals to grow. Connect with Auman Landscape 📺 YouTube https://www.youtube.com/@AumanLandscape [https://www.youtube.com/@AumanLandscape] 🌐 All Links https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 📸 Instagram https://www.instagram.com/aumanlandscapellc/ [https://www.instagram.com/aumanlandscapellc/] 👷 👷‍♂️ 👷‍♀️ The Hardsacpe Academy https://www.thehardscapeacademy.com/ [https://www.thehardscapeacademy.com/] 👫 👩‍❤️‍👨 Together In The Trades https://www.togetherinthetrades.com/ [https://www.togetherinthetrades.com/] Episode Sponsors 📸 CompanyCam – Get 50% off for 2 months https://companycam.com/auman [https://companycam.com/auman] 💰 Cycle CPA – Save $200 https://cyclecpa.com [https://cyclecpa.com/] Use code: AUMAN 🛠 LMN Software – Save on onboarding https://golmn.com [https://golmn.com/] Use code: AUMAN 🚜⚙️🛠️ Steelwrist https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 🛠 Leanscaperhttps://leanscaper.com/ 🚜 Equip https://www.equipexposition.com/ [https://www.equipexposition.com/]Use code: AUMAN 💰 John Pajakhttps://johnpajak.com [https://www.johnpajak.com/] 🧠 🎯 💡 FRWRD Coachinghttps://www.frwrdcoaching.com/ [https://www.frwrdcoaching.com/]

E716. From Bartender to $30M: Jason Cromley's Hidden Creek Success Story

Caleb interviews Jason Cromley [https://www.instagram.com/hiddencreeklandscaping/], the co-founder of Hidden Creek Landscaping [https://www.hiddencreeklandscaping.com/]. Based in Columbus, Ohio, Cromley recounts how he and his partner scaled their business from a $30,000 startup to a $30 million enterprise over nearly three decades. The discussion highlights the transition from manual labor to strategic business management, emphasizing the importance of financial literacy, budgeting through software like LMN, and implementing the Entrepreneurial Operating System (EOS). Cromley shares leadership insights on reading client expectations, navigating high-stakes growth, and the necessity of tenacity in the green industry. Additionally, the conversation explores the unique culture of open sharing among landscaping professionals and the challenges of integrating company acquisitions. Key Takeaways: * Embrace tenacity and grit as the foundational drivers for long-term success, regardless of where you start. * Master the skill of reading people and setting clear expectations early to build stronger professional and personal relationships. * Implement structured business systems and budgets to gain a clear understanding of your finances and scale your operations effectively. * Create hard boundaries for work-life balance by committing to external activities, such as coaching or family events, that force you to leave the office on time. * Focus on delegating tasks to specialized experts and building a strong leadership team to overcome growth plateaus and elevate your role within your organization. Connect with Auman Landscape 📺 YouTube https://www.youtube.com/@AumanLandscape [https://www.youtube.com/@AumanLandscape] 🌐 All Links https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 📸 Instagram https://www.instagram.com/aumanlandscapellc/ [https://www.instagram.com/aumanlandscapellc/] 👷 👷‍♂️ 👷‍♀️ The Hardsacpe Academy https://www.thehardscapeacademy.com/ [https://www.thehardscapeacademy.com/] 👫 👩‍❤️‍👨 Together In The Trades https://www.togetherinthetrades.com/ [https://www.togetherinthetrades.com/] Episode Sponsors 📸 CompanyCam – Get 50% off for 2 months https://companycam.com/auman [https://companycam.com/auman] 💰 Cycle CPA – Save $200 https://cyclecpa.com [https://cyclecpa.com/] Use code: AUMAN 🛠 LMN Software – Save on onboarding https://golmn.com [https://golmn.com/] Use code: AUMAN 🚜⚙️🛠️ Steelwrist https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 🛠 Leanscaperhttps://leanscaper.com/ 🚜 Equip https://www.equipexposition.com/ [https://www.equipexposition.com/]Use code: AUMAN 💰 John Pajakhttps://johnpajak.com [https://www.johnpajak.com/] 🧠 🎯 💡 FRWRD Coachinghttps://www.frwrdcoaching.com/ [https://www.frwrdcoaching.com/]

E715. How to Scale Your Green Industry Business with Paid Ads

Caleb's guest is Doug Sirkoch from UpRoute [https://www.uproute.com/], a marketing agency specializing in the green industry. The conversation focuses on digital advertising strategies for landscaping and hardscaping businesses, specifically highlighting the importance of tracking metrics like customer acquisition cost (CAC) and lifetime value (LTV). Doug explains the mechanics of Google Ads and the auction-based system that determines search rankings, while emphasizing that fundamental business practices like high-quality reviews remain essential. He also touch upon Facebook retargeting and the necessity of having a professional website to convert leads effectively. The episode provides a roadmap for contractors to use paid media as a scalable lever for business growth and diagnostic improvement. Key Takeaways: * Calculate your customer acquisition cost and lifetime value to ensure your marketing spend is actually driving long-term profitability. * Maintain high-quality website content and professional imagery to establish authority and attract premium, high-paying clients. * Differentiate your business from large corporations by prioritizing personal communication and responding to leads as quickly as possible. * Commit to a consistent, long-term advertising strategy rather than turning ads on and off to allow search algorithms to optimize your results over time. * Implement retargeting campaigns on social media to stay in front of potential customers who have already shown interest in your high-ticket services. Connect with Auman Landscape 📺 YouTube https://www.youtube.com/@AumanLandscape [https://www.youtube.com/@AumanLandscape] 🌐 All Links https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 📸 Instagram https://www.instagram.com/aumanlandscapellc/ [https://www.instagram.com/aumanlandscapellc/] 👷 👷‍♂️ 👷‍♀️ The Hardsacpe Academy https://www.thehardscapeacademy.com/ [https://www.thehardscapeacademy.com/] 👫 👩‍❤️‍👨 Together In The Trades https://www.togetherinthetrades.com/ [https://www.togetherinthetrades.com/] 🎓 LeanScaper's People Intensive 📍 Chicago, IL 📅 June 15–16, 2026 Learn more and register here: https://leanscaper.com/events/people-intensive?utm_medium=affiliate&utm_campaign=28288176-affiliate_referrals&utm_source=Caleb%20Auman&affiliate_id=54124943503 [https://leanscaper.com/events/people-intensive?utm_medium=affiliate&utm_campaign=28288176-affiliate_referrals&utm_source=Caleb%20Auman&affiliate_id=54124943503] Episode Sponsors 📸 CompanyCam – Get 50% off for 2 months https://companycam.com/auman [https://companycam.com/auman] 💰 Cycle CPA – Save $200 https://cyclecpa.com [https://cyclecpa.com/] Use code: AUMAN 🛠 LMN Software – Save on onboarding https://golmn.com [https://golmn.com/] Use code: AUMAN 🚜⚙️🛠️ Steelwrist https://linktr.ee/AumanLandscape [https://linktr.ee/AumanLandscape] 🛠 Leanscaperhttps://leanscaper.com/ 🚜 Equip https://www.equipexposition.com/ [https://www.equipexposition.com/]Use code: AUMAN 💰 John Pajakhttps://johnpajak.com [https://www.johnpajak.com/] 🧠 🎯 💡 FRWRD Coachinghttps://www.frwrdcoaching.com/ [https://www.frwrdcoaching.com/]