“The biggest bottleneck is usually the owner. If you want it done right—write it down, shoot a video, and delegate.” — Sal Hernandez

Resources Mentioned in This Episode:

GroXmart – Sal’s business coaching company for contractors

Pacific Breeze Building Solutions – Sal’s former design-build landscaping company

E-Myth Revisited by Michael Gerber – A must-read for entrepreneurs stuck working in their business

Traction by Gino Wickman – EOS guide to gaining clarity and control

QuickBooks – Recommended tool for tracking job costs and profit margins

CLCA (California Landscape Contractors Association) – Association that connected Sal to mentors and scaled his business

HGTV Appearances – Sal appeared in episodes with other contractors, gaining credibility and reach

Facebook Community Groups & Nextdoor – Sal’s early marketing platforms to build trust and local visibility

Topics Discussed:

[00:00] Meet Sal Hernandez
Veteran, entrepreneur, and systems-driven coach helping contractors grow and get out of their own way.

[02:30] From Lawn Care to $3M Design-Build Firm
Sal shares how he scaled Pacific Breeze by listening to market demand and layering in design and hardscape services.

[07:30] Residential to Commercial Shift
Why Pacific Breeze pivoted to commercial jobs: fewer emotions, better margins.

[11:00] Birth of GrowXmart
How Sal turned his experience into a coaching company—without even planning to.

[14:00] Why Owners Are the Bottleneck
Most inefficiencies stem from owners refusing to delegate or document processes.

[17:30] Leading Former Peers with Respect
How Sal created separation from field to office while maintaining team trust.

[20:30] The Power of “We” in Leadership
Military lessons on team ownership that built buy-in and loyalty.

[23:00] Training > Perfection
Mistakes are learning expenses—as long as your team actually learns from them.

[27:30] Your Leads Aren’t the Problem
Why slow lead response is costing businesses more than they think.

[30:00] Real-World Job Costing Systems
How Sal used QuickBooks and a great bookkeeper to fix margin mistakes in real time.

[32:00] Plugging Time Leaks
From delivery inefficiencies to underutilized crews, Sal breaks down where time (and profit) is lost.

[34:00] Military Discipline in Business
How folder structure, admin systems, and showing up on time builds trust and profit.

[36:00] Building a Brand Through Community and Consistency
From Facebook groups to HGTV appearances—Sal’s slow and steady marketing playbook.

Actionable Key Takeaways:

Write it down, then delegate. If you’re still explaining things in person, you’re not scaling—you're babysitting.

Time is your most expensive line item. Don’t waste labor on runs to Home Depot or unclear next steps.

Use “we” to lead better. Inclusive language builds stronger crews and makes transitions smoother.

Emergency service = emergency response. If you’re not first, you’re forgotten.

Systems aren’t optional. If it’s not documented, it’s not repeatable—and it’s costing you money.

Mistakes are training expenses. Let your team learn (with limits) and gain compounding returns.

Marketing doesn't have to be flashy. Show up, serve well, and tell your story—you’ll grow through trust.