Profit & Grit with Tyler

Most home service owners think their systems problem is a software problem. Bernie Ollila will tell you the real issue is messy data, unclear ownership, and buying tools before knowing what you’re trying to fix.

Bernie is Head of Partnerships and a partner at Titan Pro Technologies, a ServiceTitan consulting firm that works with growing HVAC, plumbing, and electrical businesses to clean up operations, pricing, and reporting. He spends his days inside real contractor accounts, seeing exactly where data breaks down and how those breakdowns quietly crush margins.

In this episode, Bernie explains why ServiceTitan isn’t for everyone, and why rushing into it without clarity often makes problems worse. He breaks down the most common onboarding mistakes, why contractors buy features they never use, and how “garbage in, garbage out” data leads to bad pricing, bad decisions, and internal finger-pointing.

A big focus of the conversation is the pricebook. Bernie walks through why the pricebook is the engine of the business, why it must be treated as a living system, and why someone in accounting usually ends up owning it. He also explains why trying to keep pricing “perfect” can be just as damaging as never updating it at all.

This is a practical conversation for owners who feel stuck between growth and tech overwhelm, and want systems that support profit instead of complicating it.

What You Will Learn in This Episode

• Who ServiceTitan is actually built for, and who should wait
• The most common ServiceTitan onboarding mistakes contractors make
• Why buying too many features can be worse than buying too few
• How messy data quietly destroys margins
• Why the pricebook is the engine of the business
• Why the pricebook is never “done”
• Who should own the pricebook and why it’s rarely the owner
• The danger of obsessing over perfect pricing
• How clean data eliminates internal blame and confusion
• Why building systems that can scale matters even if you never plan to sell

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too! To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most home service owners think marketing problems are solved by buying more leads. Kevin LeSage will tell you the real issue is knowing what actually turns into revenue.

Kevin is the founder of SearchLight Digital, a data and attribution platform used by thousands of HVAC, plumbing, and electrical companies to track what marketing really produces. His story starts in a very familiar place, cleaning copper pipes in his dad’s plumbing business. That early exposure shaped how he views marketing today, not as clicks or impressions, but as jobs booked and dollars earned.

Before launching SearchLight, Kevin spent years in the automotive world analyzing massive advertising budgets at companies like Dealer.com and Autotrader. He watched how data could either reveal the truth or be manipulated to tell a comfortable story. When he came back to home services, he saw the same problem everywhere. Contractors were spending heavily on marketing but couldn’t answer a simple question, how much revenue did that money actually produce?

In this conversation, Kevin breaks down where contractors are leaking revenue, why cost per lead is one of the most misleading metrics in the industry, and how booking rate and follow-up matter far more than cheap clicks. He explains how marketing and operations often point fingers at each other, and how clean data ends those arguments fast.

What You Will Learn in This Episode

• How cleaning pipes in his dad’s plumbing business shaped Kevin’s approach to marketing
• Why most contractors can’t tie marketing spend to real revenue
• Where the biggest revenue leaks actually happen in home service businesses
• Why estimate follow-up matters more than buying more leads
• How booking rate became the true north star metric
• Why cost per lead creates bad decisions and false confidence
• The difference between bookable leads and wasted leads
• How data removes emotion and finger-pointing between teams
• Why marketing can work even when the business is still broken
• How small monthly improvements compound into major growth
• What separates five-million-dollar shops from ten-million-dollar shops
• Why building fast and failing fast beats waiting for perfect

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too! To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most home service owners think marketing is about getting more leads. Dave Carroll will tell you it’s really about focus, discipline, and doing fewer things better than everyone else.

Dave is the founder of Dope Marketing, a software and print platform built for home service businesses that want better jobs, not just more volume. His path wasn’t linear. Dave grew up around drugs and crime, went to prison in his early twenties, and came out with no safety net, no resume, and no margin for error.

After prison, Dave started a window cleaning company, then stumbled into software without knowing how to spell it. He sold his first product to 400 customers in 90 days and learned that systems scale faster than hustle. Over the next decade, he built, broke, and rebuilt businesses, learning hard lessons through failed products, lawsuits, and operational chaos.

What he ultimately discovered is simple but uncomfortable for most owners. Growth doesn’t come from going wider. It comes from going deeper.

In this conversation, Dave breaks down why neighborhoods matter more than zip codes, why sending more mail to fewer people works better than blasting thousands of homes, and how clean data changes everything. He also shares how systems, self-awareness, and communication allowed him to step out of the day-to-day while scaling Dope Marketing to over 100 employees.

This episode is part grit story, part marketing reality check, and part leadership lesson for business owners who want predictable growth without chasing shiny tactics.

What You Will Learn in This Episode

• How Dave went from prison to running an eight-figure business
• Why most home service marketing fails before it ever works
• The difference between going wide and going deep in local marketing
• Why neighborhoods outperform zip codes every time
• How sending more mail to fewer people increases trust and conversion
• What clean CRM data unlocks for marketing decisions
• Why branding matters before customers are ready to buy
• How seven to eleven brand touches show up in real life
• Why relying on one platform creates hidden risk
• How systems replace hustle as a company grows
• Why managing by facts instead of feelings changes everything
• What “to have control is to give up all control” really means

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too! To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most home service owners think growth is about getting more leads. Tyler Griffin will tell you growth is really about what breaks next.

Tyler is the founder of SwiftPro, a residential HVAC and plumbing company in Northern Virginia that scaled fast in its first year. He didn’t start with a perfectly built operation, a polished brand, or deep industry roots. He started from scratch after a tough private equity experience, with personal capital on the line, no reputation, and no margin for error.

Within weeks of launching, SwiftPro was shut down by Google and effectively disappeared online. Instead of panicking or cutting corners, Tyler rebuilt with a simple rule, never rely on one platform, one system, or one answer. That decision shaped everything that followed, from marketing diversification and review strategy to hiring philosophy and systems.

In this conversation, Tyler walks through what actually happens when a business grows faster than its infrastructure. Cash gets tight. Systems lag. Hiring gets messy. Marketing channels fail. The work is not about perfection, it is about fixing the next bottleneck and getting incrementally better every day.

This episode is an honest look at scaling a home service business without pretending the chaos is optional.

What You Will Learn in This Episode

• Why fast growth exposes problems instead of solving them
• What happens when Google shuts down your business in the first month
• Why relying on a single lead source is one of the biggest risks for young companies
• How SwiftPro diversified marketing to survive platform volatility
• What it really takes to hire A players when nothing is polished yet
• Why overselling the company to recruits creates long term pain
• How honest expectations attract better people and repel the wrong ones
• The role brand plays in trust, recruiting, and competing against PE backed shops
• How to build a review engine by celebrating wins publicly and consistently
• Why systems like ServiceTitan are painful early but powerful long term
• How incremental improvement beats chasing perfect systems
• What “Go for Wow” actually means in business, leadership, and life

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too! To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most home service owners think they have a “people problem.” Kelly Rowlett Presgrave will tell you most of them have a speed, math, and standards problem.

Kelly is the founder of Work With Your Handz, a recruiting company that hires everyone from apprentices to the C-suite for home and commercial service companies. She didn’t come out of HR. She spent nearly 30 years married to a second-generation owner who grew a plumbing company from 10 techs to 170 employees, added HVAC and electrical, and eventually exited. From that front-row seat she saw what growth really takes, how much vacancies quietly cost, and how the wrong people can wreck trust and culture.

After hearing contractor after contractor at Pantheon say, “I could grow if I could just find the people,” she decided to build the recruiting firm she wished her husband had. With a finance background and a deep feel for the trades, Kelly and her team now help companies tighten time-to-hire, quantify the cost of empty trucks, and find candidates who actually fit their culture, not just the job posting.

This episode is a practical look at recruiting in the trades from someone who has lived both the family-business roller coaster and the day-to-day grind of filling hard-to-hire roles.

What You Will Learn in This Episode

• Why time-to-hire is the “speed to lead” of staffing
• How to calculate the real cost of vacancies, from empty comfort advisor seats to missing plumbers
• Why “there are no techs in my area” is usually a math, effort, and focus problem
• How smaller shops can match private equity hiring speed without blowing up culture
• Kelly’s interview “recipe” for techs, CSRs, and sales roles in home services
• How to spot attitude, humility, and coachability in a 30-minute conversation
• Red flags that tell you a candidate will blame, drain energy, and hurt your team
• How to use intelligence, energy, and integrity as a simple hiring filter
• Where branding, reputation, and community presence really matter in recruiting
• Why a culture of accountability will cost you some people, and why that’s often exactly what you need

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too! To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most home service owners think their revenue problem comes from not enough leads. Ryan Shank has spent years proving it usually comes from the way technicians are paid, motivated, and measured.

As founder of ShareWillow, he’s helped hundreds of HVAC, plumbing, and electrical companies redesign their pay systems so techs think like owners, reduce callbacks, lift average tickets, and stop leaving money on the table.

Ryan built and sold a tech company while getting sober, lived through brutal litigation, and rebuilt himself in a way that made him obsessed with incentives, behavior, and what really moves people.

Today he works with some of the biggest names in the trades, using data from thousands of plans to show companies how to grow revenue without adding more trucks.

In this episode, Ryan breaks down why hourly pay kills performance, why callbacks are the silent profit drain in every shop, and how a simple incentive structure can add an extra ten thousand dollars a month per technician.

He explains how to build pay plans techs actually understand, how to integrate them with ServiceTitan, and why clarity, visibility, and small wins matter more than complex compensation formulas.

It’s a clear, practical look at performance pay, labor efficiency, and the hidden levers that turn a 3 million dollar shop into a 10 million dollar one, delivered by someone who’s lived both the founder grind and the home service trenches.

What You Will Learn in This Episode

• Why hourly pay creates stagnation, confusion, and lost revenue
 • How incentive-based pay gets techs thinking like owners
 • The real cost of callbacks and how reducing them adds huge profit
 • How performance pay can add 10k per month per technician
 • Why visibility and simple dashboards outperform complex comp plans
 • How to build KPI-driven incentives that don’t create sales pressure
 • Why most incentive plans fail and how to fix them
 • How ServiceTitan data powers accurate, real-time payouts
 • When to roll out performance pay across your whole company
 • How small tweaks in pay systems create predictable, scalable growth

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too! To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most contractors think they lose jobs on price. Brigham Dickinson has spent decades proving they lose them on connection, tone, and the first sixty seconds of the call. As founder of Power Selling Pros, he’s trained thousands of CSRs and technicians to book more, charge more, and lose less by doing the simple things owners overlook.

He built his company from the ground up, weathered personal and financial storms, and learned that people don’t want information first, they want to be understood. Brigham turned that insight into a framework that helps service businesses raise conversion, lift average ticket, reduce callbacks, and create the kind of customer experience private equity circles talk about but rarely execute.

In this episode, Brigham breaks down why validation beats persuasion, why most sales problems are actually emotional needs left unmet, and how a few small changes can add hundreds of thousands to a five to ten million dollar shop. He explains the 8 steps that create a wow experience, why trust beats price every time, and how customer centricity becomes the most reliable margin driver in a crowded market.

It’s a clear, practical look at call booking, pricing confidence, and what really drives growth, delivered by someone who’s coached the biggest names in home services and lived every lesson he teaches.

What You Will Learn in This Episode

• Why most companies don’t have a pricing problem, they have a connection problem
 • How validation in the first minute of the call drives booking and trust
 • Brigham’s 8-step framework for wow experiences that lift margins
 • How to increase call conversion without spending more on marketing
 • Why emotional needs matter more than scripts in customer communication
 • How a 10 percent bump in conversion adds massive dollars to a mid-size shop
 • When to raise prices, and how to help CSRs defend them with confidence
 • The hidden cost of callbacks, and how technicians can avoid them
 • Why customer centricity is your strongest moat in a PE-heavy industry
 • How to turn small, repeatable behaviors into predictable profit

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too! To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most contractors think growth just means more trucks, more techs, and more jobs. Steve Carroll knows the real risk is building a big revenue number on a weak foundation. As co-founder and CEO of Kelso Industries, he’s helped turn a near-bankrupt first acquisition into a billion-dollar MEP+ platform by protecting payroll, understanding cash, and building around the right partners instead of quick exits.

He started in a small Oregon town, worked with his hands, then climbed the corporate ladder at Walmart, where he helped scale a division from 15 million to 250 million in three years. That season taught him how urgency, data, and buy-in from thousands of people can move a company faster than anyone thinks possible, and how those same principles translate to a 5–10 million dollar trade business.

In this episode, Steve walks through being “a hundred hours from bankruptcy,” why having cash in the bank can trick you into thinking you’re winning, and how WIP, job costing, and collections are the real dashboard for survival. He shares how he kept his team confident when the numbers were scary, why he’d rather lose sleep than miss payroll, and how that crisis turned into the foundation of a billion-dollar company.

Steve also breaks down Kelso’s partnership model, why they’d rather keep great owners in the game than buy them out and watch them disappear, and what makes a business repeatable and scalable in the eyes of a serious buyer. From childhood friendship as a partnership test case, to building a national MEP+ flywheel across the full life cycle of a building, he shows what it really takes to grow without burning everything down along the way.

What You Will Learn in This Episode

• How Steve grew a Walmart division from 15M to 250M in three years using urgency, data, and clear goals
• Why thinking bigger starts with a 1-year and 3-year vision that still fits your current reality
• What really happened when his first HVAC acquisition was “a hundred hours from bankruptcy”
• The practical playbook for surviving a cash crunch: AR, vendors, inventory, and your bank
• Why missing payroll is the line you can’t cross if you want to keep your best people
• How WIP and job costing quietly make or break 5–10M trade businesses
• How Steve and his childhood friend built a durable partnership with clear lanes and mutual respect
• Why Kelso prefers partnerships over buyouts, and how they structure deals to keep owners invested
• What makes a company “repeatable and scalable” and more valuable to serious buyers
• How Kelso’s MEP+ flywheel uses construction, service, and retrofit to create long-term, national growth

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too!
 To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most contractors think they have a marketing problem. James Hatfield knows it’s usually a speed and trust problem. As president of LiveSwitch, he helps service companies win more jobs by getting face to face faster, qualifying on video, and turning “free estimates” into efficient, high-confidence closes.

He grew up blue collar, built a painting and power-washing company, then went to business school to make the numbers plain English. That path, ladders to tech, led him to build tools that help owners sell quicker, train better, and keep more margin.

In this episode, James breaks down race to the face, why you often lose on speed only, and how virtual estimates can match or beat in-person close rates while cutting the cost of truck rolls [think a few hundred to six hundred dollars per visit]. He shows how QR codes on equipment claim the next call before Google does, how recording your work becomes training and process, and why the real AI race is the race for your data.

It’s a candid look at how speed, clarity, and captured knowledge create predictable profit, and why confidence in your numbers, in plain English, is the edge that scales.

What You Will Learn in This Episode

• Why speed wins more jobs than reputation, and how to race to the face
 • How virtual estimates close at the same rate as in-person while saving truck roll costs
 • The real cost of “free estimates,” and when to pre-qualify on video first
 • How QR codes on installed equipment lock in repeat calls to you, not Google
 • How to turn recorded walkthroughs into training, SOPs, and higher exit value
 • Simple ways to make your financials plain English so you can act fast
 • The 5 percent rule James uses to create room for retention and hospitality
 • When to augment staff globally for sales and back office without hurting service
 • How to integrate live video with your current CRM for one-click workflows
 • Why building a personal board helps you grow beyond day-to-day firefighting

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too!
 To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Most contractors think they have a sales problem. Danielle Putnam knows it’s usually a pricing problem. As the CEO of The New Flat Rate, Danielle has helped service companies across the U.S., Canada, and Australia add billions in revenue by turning guesswork into systems that sell for you.

She grew up in the trades, handing out flyers for her dad’s company at seven years old, and later built a business that changed how contractors price, present, and profit. Her five-option menu system replaces pressure with psychology, helping technicians sell more without ever “selling.”

In this episode, Danielle breaks down why most pricing models quietly kill profit, how to fix your billable hour, and what happens when you finally charge what your work is worth. She also shares lessons from running a family business, introducing EOS, and turning chaos into confidence through structure and accountability.

It’s a candid look at how clear pricing creates predictable profit—and why confidence in your numbers is the real competitive edge.

What You Will Learn in This Episode

• Why most contractors price themselves broke without realizing it
 • How the five-option menu system increases close rates and ticket size
 • The psychology behind why customers buy the middle option
 • How to fix your billable hour and stop bleeding margin
 • Why technicians don’t hate selling—they hate pressure
 • How to align pricing with process for predictable profit
 • The EOS tools Danielle used to fix communication and accountability
 • How to turn a family business into a scalable, transferable company
 • Why clarity in pricing is the foundation for confidence and growth

More From Profit & Grit

Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:

http://cfointrocall.com

Learn more at http://cfomadeeasy.com

Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.

If you listen to any of the following shows, we’re sure you’ll love ours too!
 To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting