07 - What Separates Average Sales Reps From Top Performers with Corey Cousins

07 - What Separates Average Sales Reps From Top Performers with Corey Cousins

Corey Cousins of Destination Motivation shares why the most successful professionals in home improvement sales focus on people over products. Drawing from years of experience in sales training and contractor sales, Corey explains why customers buy with emotion and justify their decisions with logic.  From building trust and creating a better customer experience to asking the right questions during the sales process, he breaks down what separates average sales reps from top performers. Rather than relying on product features and scripted presentations, Corey teaches how emotional selling helps homeowners feel confident in their decisions and ultimately leads to more closed deals. The conversation explores sales psychology, buyer's remorse, customer experience, and the importance of helping customers envision life after the project is complete.  Corey shares practical strategies for uncovering a homeowner's true motivation, creating emotional connections throughout the buying journey, and reducing cancellations by focusing on outcomes instead of features. He also explains how Destination Motivation helps contractors improve close rates and customer satisfaction by attaching meaningful experiences to the sales process, creating a win for both the company and the homeowner. A must listen! Lessons for Dwellers * Why people buy with emotion and justify with logic * How to create a customer experience that builds trust * The importance of uncovering a homeowner's true motivation * Why outcomes matter more than product features * How emotional connection reduces buyer's remorse and cancellations Connect with Corey Cousins on LinkedIn: https://www.linkedin.com/in/corey-cousins/ Check out www.Destination Motivation.com Chapters 00:00 Introduction to In-Home Selling and Guest Introduction 01:49 Understanding Destination Motivation's Unique Selling Proposition 06:13 The Emotional Aspect of Selling and Customer Experience 09:49 Sales Process and Training Methodologies 19:25 Current Trends in the Home Improvement Industry and Customer Expectations 24:23 Understanding Buyer Psychology 31:41 Crafting Emotional Connections in Sales 34:10 The Importance of Customer Experience 39:03 Effective Pricing Strategies in Sales 46:45 Leveraging Technology for Sales Success Connect with your host Allan Langer on LinkedIn: @AllanLanger [https://www.linkedin.com/in/allanlanger/] Check out Allan Langer's website: The 7 Secrets Sales Academy [https://allanger.com/] Visit our Title Sponsor: Paradigm Vendo [https://info.paradigmvendo.com/partners/selling-in-the-dwelling-podcast/?utm_source=sellinginthedwelling.com&utm_medium=podcast&utm_campaign=Advertising+-+Selling+in+the+Dwelling+Podcast+Vendo] The Best software for the in-home sales industry! Visit our sponsor for the Ask Allan segment of the show: Destination Motivation [https://www.increaseoursales.com/] Increase your close rate and decrease your cancellations!

06 - Fix Your Lead Problem Without Spending More with Megan Beattie

Megan Beattie of Tony Hoty & Associates has built her reputation helping home improvement companies solve one of the biggest challenges in the industry: generating quality leads. From call centers and home shows to retail marketing and lead management, Megan shares why many contractors are struggling today after the post-pandemic boom years and what it takes to create a consistent flow of opportunities without relying solely on expensive digital marketing. She explains why successful companies focus on people and process first, and why the person answering the phone may be one of the most important employees in the entire business.  One of the most valuable parts of the conversation centers around communication. Megan breaks down why great salespeople and call center professionals ask better questions, stay curious, and avoid sounding scripted or demanding. From handling one-party appointments to creating better customer experiences at home shows and events, she shares practical strategies that help lower resistance, build trust, and increase appointment quality. Her philosophy is simple: questions lead to confessions, and the companies that learn how to listen will always have an advantage.  Lessons for Dwellers *  Why questions lead to better sales conversations  *  How to reduce resistance when setting appointments  *  The role call centers play in creating quality leads  *  What separates successful home show programs from unsuccessful ones  *  Why people and process matter more than marketing tactics alone Connect with Megan Beattie on LinkedIn: @MeganBeattie [https://www.linkedin.com/in/meganbeattieattonyhoty/] Chapters 00:00 Introduction to the Podcast and Guest 01:00 The Lead Generation Crisis 04:39 Foundational Steps for New Businesses 07:10 The Importance of Call Center Staff 08:39 Handling One Party Appointments 11:52 Educating Call Center Staff 14:43 Effective Communication Techniques 18:21 The Role of Tone in Sales Conversations 20:25 Creating a Positive Customer Experience 23:06 Navigating Pressure in Sales Conversations 25:35 The Importance of Home Shows 29:28 Maximizing Lead Generation at Events 34:10 Ask Allen: Home Show Strategies 45:01 Consulting and Resources for Sales Success Connect with your host Allan Langer on LinkedIn: @AllanLanger [https://www.linkedin.com/in/allanlanger/] Check out Allan Langer's website: The 7 Secrets Sales Academy [https://allanger.com/] Visit our Title Sponsor: Paradigm Vendo [https://info.paradigmvendo.com/partners/selling-in-the-dwelling-podcast/?utm_source=sellinginthedwelling.com&utm_medium=podcast&utm_campaign=Advertising+-+Selling+in+the+Dwelling+Podcast+Vendo] The Best software for the in-home sales industry! Visit our sponsor for the Ask Allan segment of the show: Destination Motivation [https://www.increaseoursales.com/] Increase your close rate and decrease your cancellations!

05 - How Contractors Can Win in an AI-Driven Marketplace with Greg Cummings

Greg Cummings of Power 100 has spent years studying what separates great home improvement companies from average ones. Through interviews with industry leaders and Power 100's contractor ranking platform, Greg has seen firsthand that long-term success isn't built on flashy marketing or rapid growth alone. The companies that rise to the top consistently invest in leadership, culture, customer experience, and a reputation that stands the test of time. He shares why some contractors get stuck in the dangerous middle stage of growth while others break through to become industry leaders. A major focus of the conversation is the rise of AI and what Greg calls "AI Findability." As homeowners increasingly use AI-powered tools to research contractors, trust, transparency, and third-party validation are becoming more important than ever. Greg explains why customer experience now outweighs product alone, how AI is changing the way consumers make buying decisions, and why companies that focus on doing the right things consistently will be the ones that win in the years ahead. Lessons for Dwellers * Why AI Findability matters for future growth * The leadership traits shared by top-performing companies * How culture impacts customer experience and profitability * What contractors need to know about the changing buyer journey * The difference between growth and sustainable growth Connect with Greg Cummings on LinkedIn: @GregCummings Chapters 00:00 Introduction to Selling in the Dwelling 02:49 Understanding Power 100 and Its Impact 05:39 The Shift in Consumer Behavior 08:27 AI and Its Role in Home Improvement 11:19 The Importance of Company Culture 14:35 Navigating the Danger Zone in Business 17:19 Attributes of a Great Sales Rep 20:36 Defining Great Leadership 23:18 Advice for Young Entrepreneurs Connect with your host Allan Langer on LinkedIn: @AllanLanger [https://www.linkedin.com/in/allanlanger/] Check out Allan Langer's website: The 7 Secrets Sales Academy [https://allanger.com/] Visit our Title Sponsor: Paradigm Vendo [https://info.paradigmvendo.com/partners/selling-in-the-dwelling-podcast/?utm_source=sellinginthedwelling.com&utm_medium=podcast&utm_campaign=Advertising+-+Selling+in+the+Dwelling+Podcast+Vendo] The Best software for the in-home sales industry! Visit our sponsor for the Ask Allan segment of the show: Destination Motivation [https://www.increaseoursales.com/] Increase your close rate and decrease your cancellations!

04 - Want More Leads? Then Stop Ignoring LinkedIn! | Mandy McEwen

Mandy McEwen of ModGirl Marketing and Luminetics believes the future of sales belongs to the people willing to build real relationships online.  After starting her career in home improvement sales with companies like Sherwin-Williams and Renewal by Andersen, Mandy discovered the power of relationship-driven marketing long before personal branding became a trend. What began as teaching herself online marketing while selling windows eventually evolved into building successful agencies that help professionals grow their visibility, authority, and business through LinkedIn and authentic content creation. One of the biggest takeaways is how overlooked LinkedIn still is within the home improvement industry. While many sales reps rely entirely on company-provided leads, Mandy explains how building a personal brand can create long-term opportunity, referral relationships, and trust within your local market.  From sharing before-and-after projects to posting authentic content and simply showing more personality online, the goal isn’t just more visibility, it’s building real human connection in a world increasingly filled with automation.  Lessons for Dwellers * Why people buy from humans, not polished sales pitches * How LinkedIn can create opportunities for in-home sales reps * Why authenticity outperforms overly polished marketing * How to become the trusted expert in your market * Ways AI can support—not replace—the human side of sales Connect with Mandy McEwen on LinkedIn: @MandyMcEwen [https://www.linkedin.com/in/mandymcewen/] Connect with your host Allan Langer on LinkedIn: @AllanLanger [https://www.linkedin.com/in/allanlanger/] Check out Allan Langer's website: The 7 Secrets Sales Academy [https://allanger.com/] Visit our Title Sponsor: Paradigm Vendo [https://info.paradigmvendo.com/partners/selling-in-the-dwelling-podcast/?utm_source=sellinginthedwelling.com&utm_medium=podcast&utm_campaign=Advertising+-+Selling+in+the+Dwelling+Podcast+Vendo] The Best software for the in-home sales industry! Visit our sponsor for the Ask Allan segment of the show: Destination Motivation [https://www.increaseoursales.com/] Increase your close rate and decrease your cancellations!

03 - From Zero to Millions: The Rilla Story with Sebastian Jimenez

Most sales reps don’t fail because they lack talent—they fail because they have no idea what they’re doing wrong. That’s the gap Sebastian Jimenez set out to solve with Rilla, a platform built around one simple but powerful idea: capture real sales conversations and turn them into coaching opportunities. What started as a rough concept evolved, through years of trial, error, and market pivots, into one of the fastest-growing sales technology companies in the industry. At the core is a completely different approach to growth. Instead of avoiding mistakes, the focus is on learning from them, fast. By reviewing conversations the same way athletes study game film, sales reps can see exactly what worked, what didn’t, and where they lost the deal. That level of visibility, paired with AI-driven feedback, creates what Sebastian calls “human reinforcement learning,” a system where reps improve through constant iteration, not guesswork. The result isn’t just better performance, it’s faster development, stronger teams, and a clear competitive edge. Lessons for Dwellers *  Why most sales reps plateau, and how to break that cycle  *  How reviewing your sales calls like game film accelerates growth  *  The concept of “human reinforcement learning” in real-world sales  *  Why fast failure leads to faster success  *  How AI is transforming sales coaching and development  *  What elite teams do differently to improve faster Connect with Sebstian Jiminez on LinkedIn: @SebastainJiminez [https://www.linkedin.com/in/sebastian-jimenez-690149149/] Check out: Rilla.com [https://www.rilla.com/] Connect with your host Allan Langer on LinkedIn: @AllanLanger [https://www.linkedin.com/in/allanlanger/] Check out Allan Langer's website: The 7 Secrets Sales Academy [https://allanger.com/] Visit our Title Sponsor: Paradigm Vendo [https://info.paradigmvendo.com/partners/selling-in-the-dwelling-podcast/?utm_source=sellinginthedwelling.com&utm_medium=podcast&utm_campaign=Advertising+-+Selling+in+the+Dwelling+Podcast+Vendo] The Best software for the in-home sales industry! Visit our sponsor for the Ask Allan segment of the show: Destination Motivation [https://www.increaseoursales.com/] Increase your close rate and decrease your cancellations!