Share
))
HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
…
continue reading
Manage episode 513685887 series 3686621
Content provided by Mauricio Cardenal. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mauricio Cardenal or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.
Most contractors struggle with sales — not because homeowners don’t want to buy, but because their reps have been trained the wrong way.
That’s where Chuck Thokey, founder of Top Rep Training, comes in. Chuck is one of the few sales coaches in the home improvement industry with access to millions of sales recordings and AI-driven data, which he uses to separate sales myths from sales truths. His bold belief: sales is easy… if you stop doing it the wrong way.
In this episode, Chuck and Mauricio break down:
- Why most sales training is broken — and how outdated tactics like “mirroring” and “yes trains” actually lower your close rate.
- The difference between selling wants vs. needs — and why aspirational sales (windows, baths, kitchens) are often easier than emergency services.
- How Top Rep uses AI role-play simulators and call analysis tools like Rilla and Ciro to train reps on tonality, body language, and the real conversations happening in homes.
- Why lead aggregators like HomeAdvisor aren’t the enemy — and the exact system Chuck used at Able Roofing to convert those leads into profitable sales.
- The “COVID companies” problem: why so many contractors who grew during the pandemic are now failing, and what separates the companies that survive from those that don’t.
- Why success starts with leadership, not just top reps — and why making your best closer the sales manager is often a big mistake.
- How to use marketing rebates as a powerful sales tool to lower price resistance and generate reviews, photos, and referrals.
- Chuck’s case study of Expert Roofing in Portland — how they went from struggling after 30+ years in business to opening three new locations in just over a year with the right process.
Whether you’re a $2M contractor trying to break through the ceiling, or a $50M operator looking to make your sales team more consistent, Chuck’s insights on sales leadership, training, and AI will give you a clear playbook to improve closing rates and scale smarter.
👉 This is a must-listen if you’ve ever wondered why your sales team underperforms — and what it actually takes to fix it.
11 episodes
