SunWay: Recent Episodes
Sundek
- 3:40 – Kevin Thiemer on Following Up with Customers “If customers have needs that are above and beyond what we offer, I share information about the network we have to make it easier for them to get things done.”
- 05:45 – Ross Hilz on Analyzing Customer Preferences“There’s a lot of competition out there and a lot of those people are just looking for a quick sale. When I go out and look, I look for those little things that will set me apart from the competition. I think that’s where the value of SUNDEK comes in.”
- 08:19 – Rick Hubbard on Job Costing & Inventory“When reps sell a job, we read the scope of work, the estimate, and what we sold it for. I look at the job and costs. We make sure the crew is getting paid fairly before they even go out, and we pay them on the front-end before they go out there.”
- 11:05 – Tony Hernandez on Building Trust“A lot of times, new reps jump in too quickly into the unknown. They try to become product experts and explain the ins-and-outs of everything. I tell everyone it’s okay to say, ‘I don’t know’ and that you’ll find out.”
- 13:42 – Kimberly Elliott Baldwin on Cold Calling & Being a Great Resource“Every time you go out, you usually take the same path. I like to take a different path sometimes. It opens your eyes to businesses that are opening up that maybe weren’t there before. I’m not afraid to walk in and say hi and pass out my business card.”
- 15:41 – Landon Snider on Being Direct with Customers“Ask questions that help guide your sale. For example, ‘You’ve had this deck for 15 years, why did you decide to do something with it now?’ You might find out they’re selling the house, which may lead you toward choosing a less expensive finish since it’s not a forever home. You can also ask questions to find out if they’re getting competitive bids.”
- 19:25 – Kevin Toczek (on behalf of Beth Toczek) on Setting Aside Money for Your Business“Six to seven years ago, we started saving 25% of a deposit by putting it in a different account. When you get a deposit and put it in the bank, it’s kind of hidden away. You’d be amazed how much wealth you can grow by just putting it somewhere else.”
- 22:52 – Tyler Adrian on Reviews“After we complete a job, we email a customer a prompt for a review. The review comes to us first so we can respond directly.”
- 25:15 – Kevin Toczek on Having Good Rapport with Customers“Just being honest with your customers and employees goes a long way.”
- 00:43 – Time Management“With time management, I can control my time. I feel I’m a lot more productive, and I feel there’s a lot less stress.”
- 04:22 – Pricing Jobs
“I can see the job and forecast it before we start it. I know what labor is required, and with pictures, I can see where the extra labor is going to be. Using a spreadsheet, I can plug in the square footage and come up with material costs.” - 06:50 – The Value of Photos
“When I started, we had a polaroid camera. Now, the guys can be on a job, put a picture on Company Cam, and call in and ask questions about it. What a difference-maker. It saves time and makes money.” - 10:16 – Material Inventory
“We walk the warehouse once to twice a week and verify our minimum and maximum materials are in there. We forecast out about six weeks out to make sure we have the materials when we need them.” - 13:24 – Employee Longevity“They’re good to us and we’re good to them. It’s a work family.”
- 15:33 – Cost of Goods Sold
“Before the job starts, we’re analyzing the job. As the job’s going, we’re analyzing it. We watch our money. We have a budget, and we want to make a certain amount of profit. You have to be on top of it.” - 17:05 – Approaching the “Money-Makers”
“Number one is Classic Texture. Number two is an upgrade. You can do a scoreline or an aggregate. When you go to level three, that’s when we’re doing multi-colors or templates or Roman slate.” - 20:04 – It’s All About the People
“I believe in the FORD method when you meet somebody. It’s about Family, Occupation, Recreation, and Dreams. When you bring that into the conversation, you’ll get them talking and they’re at ease. You’ll learn a lot more about them at that point.” - 23:56 – Then Versus Now
“I don’t get as stressed out as I used to and worry about the little stuff as much. I know it’ll take care of itself and sometimes it just needs some nudging to get there.”
- 00:40 – Taking Care of the Customer“Sometimes the customer isn’t always right, but you try to take care of their concerns and explain things. I think a lot of it is just being honest and making sure that when we leave, they’re happy.”
- 04:28 – Lessons from Early On
“When you start in this business, it’s not only about learning product but learning bidding. Bidding is probably one of the hardest things to do, and we learned the hard way. We kept our prices low at first, then in turn you work, work, work and never get ahead.” - 10:00 – Classic Texture
“It changed the trajectory of our business.” - 14:01 – Starting Small
“Don’t go try to do a 5,000 square foot job of a metallic floor if you’ve never done metallic. Start out with baby steps. Try out other products as borders with your Classic Texture. Then gradually work into those bigger jobs.” - 16:40 – Setting Clear Expectations with Customers
“A lot of it is explaining to a customer what an application is from start to finish so their expectations are very clear. Our Sales Reps were installers so they are very good at explaining the process to clients. It’s very rare that we get clients who are unsatisfied.” - 19:23 – Walking Away from Jobs
We have walked away before. I just say, ‘I’m sorry, we simply do not have an application we can install to your standards, but we appreciate the opportunity.’” - 22:01 – Relationships Within SUNDEK
“It’s not only on a company level, but it’s the SUNDEK Nation/SUNDEK Family and the networking. We have relationships that have grown through the years through the conventions or helping out someone in our area.” - 23:35 – Training With SUNDEK
“I try to be a teacher, but I also try to learn something. That’s what it’s all about—helping each other and learning from each other.” - 28:52 – Getting Reviews
“We’ve changed our processes, so our Sales Reps are the last ones to visit the jobsite. They take pictures and ask for a review. They also hand the customer a business card that goes straight to a link for a review.” - 32:30 – Resources: New SUNDEK Portal
“The SUNDEK portal—that’s huge! Not only for the people who have been with SUNDEK forever, but the new businesses that are coming into SUNDEK.” - 34:06 – Helpful Books
“Profit First by Mike Michaelowicz led us to change our billing structure for our customers: If you’re going to get on our books, you’re going to give us 25% deposit. That has changed our overall financial structure.” - 36:25 – Explaining the Deposit to Customers
“When we’re going to start a project in two weeks, I tell them we need the deposit to buy the product. When we’re backed up and won’t be starting for 12 weeks, I tell them we need the deposit to hold their spot. We give leeway depending on the time of year.” - 39:36 – Balancing Commercial & Residential Projects
“We have some GCs and some smaller remodelers and builders who do commercial work, and I would say that’s our niche. We chase some of the big commercial jobs, but it’s not our bread and butter.” - 42:03 – Working In Your Business vs. Working On Your Business
“New companies that really grow fast, the owner isn’t putting product down. Not to say that doesn’t work because we did that for a long time. But our company really didn’t take off until I got out of the field. You need to think, ‘Who can I hire or who can I train to be out in the field so I can work on my business?’”
- 00:30 – Value of Experience “In the Bucket”
“Probably the most important thing that’s boosted me to where I am today. I know what works and what doesn’t.” - 01:52 – Having a Relationship with Your Production Staff
“Establishing a relationship early on with your production staff is pretty much the best way to ensure a good long relationship. Start with a good foundation.” - 03:26 – Dealing with the Challenge of Losing a Sale
Not letting one lost sale get to your head—moving forward with a positive mindset. - 06:32 – Being Direct with Customers
“It’s a good way to open to tell the customer, ‘You’re not going to hurt my feelings if you say no.’” - 10:37 – Providing Detailed Proposals
“I write it so myself, the production team, and the customer are all one. I also like to put job site photos on my proposal to stand out from the 10 to 15 others who bid. I mark up some of the photos to help customers visualize what we’ll be doing.” - 14:04 – Learning from Others
How he talks with others to learn what makes them successful, then takes the best nuggets and applies those to elevate his own approach. - 15:54 – Incorporating Technology
Technology makes it easy to get ahold of people—via text, call, or video call. Integrate that in a way that enhances the customer experience. - 17:25 – Anticipating & Eliminating Questions
“Either the day before or morning of, I text a customer confirming the appointment time and sending a link to our website and a look book. Ultimately, that saves time.” - 23:20 – Daily Habits
“I try to keep myself in a rhythm, plan my day out, and keep my ducks in a row. But when the day is over, I decompress to keep that balance between work and life.” - 25:58 – Continuing to Learn
“The best way I learn is by asking questions of people in the industry—or even other industries. I like to find out what other people do and tailor it.” - 26:52 – Digital Business Card
“I have my digital business card (through Dot) on the back of my phone—essentially I bump my phone together with a client and it gives them all my information. It has my business card, my contact information, my email, a link to our website, the lookbook, and even YouTube and other fun links in there.” - 29:23 – Managing Time
“I’m religious with using Siri to create reminders. It’s one thing that actually works for me. That way I can focus on what I’m doing.” - 30:37 – Benefits of Technology
Being open-minded and learning from the younger generation—for example, how to incorporate technology into workflows.
- 01:44 - Developing People Skills“I try to focus a lot on positive energy. Part of my job is talking on the phone with people. You have to shine through the phone so they feel that from you.”
- 04:00 – Cultivating and Maintaining Connections
“Always touch base with your clients, even if it’s just a phone call to say, ‘Hey, I heard the weather was bad over there, so I wanted to check in on you.’” I check in with my big clients at least once a month.” - 07:54 – Why Fostering Relationships with Clients is So Important
“I believe that once you have that connection with customers when it comes down to it, they feel comfortable calling you. - 11:39 –Beginning a Relationship with Clients
“I always spend a lot of time with them and always follow up with an email with spec sheets and details the customer would want.” - 15:09 – Listening is Essential
“You have to have the listening skills down pat because you really need to hear what the customer saying.” - 19:41 – Benefits of Having the Product & Doing Installation
“It’s an easier process, and we hear that a lot. It takes the worry and concerns away from them.” - 21:48 – On Working with Michael Mercado
“He is there to assist and always provide a second set of eyes. He’ll jump on a call with me any time. He’s hands-on.” - 25:06 – Getting Call Backs
“Sometimes customers go for the lower price rather than the quality—but 50% of the time they call us back after their flash-and-dash job is done.” - 27:52 – Customer Feedback
“We often hear feedback about our crews from customers: they can’t believe how professional they are. They also like that we stay in contact during a project and give consistent updates at least every two days so they know what’s coming next. They’re just happy.” - 31:35 – Staying Organized
“A lot of organization, a lot of notes, and a lot of lists every morning. I write down everything I have to complete that day. At the end of the day if it’s not checked off, it’s the first thing I’m going to do the following day.” - 32:52 – Why People Love SUNDEK
“Our motto is, ‘You Stand On It, We Stand Behind it.” I’ve been with this company for 21 years, and that’s one of the reasons I have been because they really do stand by their word. And it’s just a great group of people we work with.” - 33:45 – When Customers Have a Bad Experience with Other Companies
“I don’t talk bad about the other companies, even when the customer is. I typically say, ‘Sorry you went through this, but let me tell you what we can do for you.’ I think that’s another reason they feel good when we walk away.” - 35:56 – Tips for Success in the Commercial Market
“Utilize the commercial team as a resource. Let us walk you through it. We would be happy to guide you along.”
- 00:23 - Value of knowing what goes on at the job“Sales school is fine, but product knowledge is more important.”
- 02:25 - Winning traits of successful salespeople
“We have different personalities across the enterprise, but the main thing is being punctual, showing up, and following up.” - 04:01 - Leaning on others
“I wasn’t a good delegator for a long time. And once I learned to delegate, I found that if I wanted to grow or scale, I couldn’t do it on my own.” - 04:57 - Know your cost
“Know your cost. I thought you could outsell your cost and I tried that many times. We could sell all day long, but you have to look at all your material costs, your labor, the deficiencies.” - 06:22 - Leading others
“I’m trying to elevate others so they can be better managers and better leaders in the company by taking obstacles out of their way, being accountable, leading by example, having an open-door policy.” - 07:00 - Profitability
“I look at bottom line first and work my way up. We’re learning to tell people ‘no’ if a job isn’t right for us or the customer. You have to learn to walk away sometimes.” - 07:51 - Working with family
“You need to learn to shut it off.” - 10:21 - Remaining balanced & finding ways to relax
“I live in my backyard. That’s where I hang out and turn SUNDEK off. Those are my weekends, usually.” - 12:32 - Don’s background
“I was in the right place at the right time.” - 13:52 - How will it be better?
“Stay focused on your bottom line. Laser focused.” - 15:19 - Managing all the moving parts
“You have to prioritize at some point in your day.”
Watch the video here: https://youtu.be/CsF2eJoaEt8
- 00:55 – The Basics of Using LinkedIn“I recommend it for brand awareness—also collaboration with existing contractors, customers, people within your industry, and also people you might want to do business with or partner with.”
- 01:53 - Setting up your profile & pictures
“Showcase what Sundek is and what we do from a visual standpoint.” - 03:09 - Keep it Current
“Anything that’s changed, or a broken link, or looks outdated might make it look like you don’t keep your profile updated.” - 04:35 – Building Connections
“I recommend connecting with clients, architects, and new people you meet in the industry. If we get phone calls from people interested in becoming a dealer or contractors, I connect with them.” - 07:30 – Commenting Tips
“Before you post anything or comment, ask yourself, What purpose is this serving? You don’t want to offend anyone or get into politics or anything that’s questionable.” - 09:22 – Posting Ideas
I obviously post stuff about Sundek. I’ve also posted about other things that are interesting and things other companies have spotlighted. I also recommend sending a private message or post in messenger. That’s an area where we can post and share without it going public.” - 15:02 – Sharing Content
“If you have a new interest or a new person you might want to grow in your network, you might want to send someone new content in a private message.” - 17:28 – Frequency
“I like to go on enough so I’m aware of what’s going on with our partners and other people in the industry.”
- 00:37 - Steering Customers in the Right Direction“When a customer wants something we can’t do, I steer them in the direction of: we can’t necessarily do this, but we can do that.”
- 03:46 - Benefits of Building Trust with Customers
“Our reputation speaks for itself among all the builders around here.” - 04:34 - Seeing Through the Lens of Production
“It’s not just what it takes to get the job sold, it’s what it takes to get the job completed.” - 07:40 - Understand the Product & Process to Sell Better
“The more knowledge you can get about how Sundek is installed and how it’s produced and all the obstacles that come with it, learning all those things in the long run is going to make you a better salesman.” - 10:32 - Selling the Company to the Customer
“I solidify what we do and what we’re about. I share that 4 out of 5 crew leaders have been with us since 2005.” - 11:59 - On His Favorite Job
“Big. Simple. Profitable.” - 13:35 - On His Path to Ownership
“I loved the feeling of sales—the rush of closing the deal.” - 16:09 - Influences of Past Experiences
“Looking back now [on his previous job as a college football coach] I really picked up on things. It’s still managing people.” - 21:32 - Understanding Challenges & Staying Positive
“I’ve got a really good core surrounding.” - 25:24 - Getting New Ideas from Various Industries
Burley shares that he listens to podcasts, audiobooks, and watches shows from a variety of fields: finance, real estates, etc. “I’m not selling real estate, but they’re still managing a team and managing people, and there are still things you can pick up from that.” - 28:19 - Networking & Putting Yourself Out There
“You never know when you’re going to spark a new relationship that could turn into something really beneficial in the future.” - 35:44 - Setting Boundaries
“I definitely try to shut it down as much as possible. When I’m at home, I’m home.”
- 00:50 - What separates a successful SUNDEK professional from the rest“Individuals who maintain or grow in their success stay open. Open minded, open to feedback…open emotionally and mentally as well.”
- 05:46 - Figuring out what’s important to the customer
“You never know what’s important to somebody until you ask. The more we listen and hear what they’re saying, the better we provide them with the best solution possible.” - 06:59 - Preparing for a successful first meeting with customers
“The more info you have ahead of time, the easier the appointment will be. You’re putting more value on their time and on your time.” - 15:03 - Stepping outside of your bubble
“It is a good thing to step outside once in a while and reevaluate and make sure your messaging is still good and the vocabulary you’re using is still relevant. - 16:44 - Teamwork being integral to success
“When you share in the same passion and your curiosities are the same, and your enthusiasm is the same, and everybody’s engagement is there…there’s something very magical that happens with those situations. The team we have is absolutely remarkable.” - 20:19 - Branching out for brainstorming
“Going to somebody who isn’t directly attached or in the day-to-day of it might be able to give some really good feedback and be able to brainstorm with me a little bit differently.” - 22:03 - Learning that mistakes are part of success
“You can’t be successful without having some failures because you have to learn from those. And you’re able to teach others through those.” - 25:36 - It’s all about the people
“The result of the product on the concrete is important to us, but the joy in the souls of the people in this office and in all our other Sundek offices—that’s the most important thing. Because without that, we wouldn’t have those finished projects with Sundek on the concrete.” - 30:59 - Being productive
“On a weekly basis, I sit down Monday morning and write down my top three priorities for the week. If things change and I have to pivot attention to something more important, that’s okay. One of the hardest things for me to learn was to be very flexible.” - 35:13 - Staying open to possibilities
“Regardless of what dept or division I’m in, or what that looks like exactly, as long as I’m here, I’m happy.”
Chapter Highlights
- 00:25 - Figuring out customer wants and needs“Everybody has the things that are important to them.”
- 02:46 - Sharing the SUNDEK difference
“I ask if they’re familiar with SUNDEK as a company. That gives an opening to explain how we separate ourselves from our competition. - 03:50 - Communicating well with customers“You’re not going to go in and talk to every single person the same way. My wife always says, ‘You have to be a chameleon.’”
- 08:23 - Gaining knowledge as a sales representative“I had to go in and work in the bucket for a few weeks…and I learned more in that short time about the process and products than in the entire time I’d been in production.”
- 11:13 - Following up with customers“I try not to come across as pressuring them, but I let them know I’m there should they need anything.”
- 12:19 - Staying motivated“the drive comes from my family. My wife and kids—knowing what I’m doing it for. The support system comes from everybody around me.”
- 15:07 - Asking the right questions“Depending on what the customer says will lead me into another question or series of questions, but that is the core that leads me down that path of where I need to go.”
- 20:27 - Overcoming objections about price“‘Investment’ is a key word to people because it makes people think differently about the money they’re spending.”
- 23:50 - Evaluating customer interactions to improve future conversations“When you don’t have the right response, go back and figure out how you could have said it better. Then move forward with that.”
Paying close attention to the world around him—whether he’s at a client’s home or a brewery—detail-oriented Ross Hiltz is always thinking about how he can bring value to customers. In this episode, you’ll hear Hiltz, Sales representative for SUNDEK of Nashville, share insights into how he approaches his work.
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