The AltaVista Angle: Contractor Sales & Marketing Strategies

How can commercial contractors use industry associations, peer groups, and networking to build stronger relationships and support long-term business growth?

In this episode of the AltaVista Angle, we speak with Aaron Moore, president of PPD Painting and co-founder of the Commercial Painting Industry Association. Aaron explains how consistent industry involvement has helped PPD Painting build its reputation, stay visible, and develop lasting relationships with commercial property managers and facility managers.

The conversation covers contractor networking through organizations such as BOMA, IREM, and IFMA. Aaron also shares why contractors should accept small service jobs, how those projects can lead to larger commercial contracts, and why showing up consistently matters more than attending a single event.

Other topics include:

• How industry associations support contractor growth
• The value of peer groups for business owners
• Turning small service calls into major opportunities
• Building authority through speaking, podcasts, and trade publications
• Using contractor marketing to stay top of mind
• How AI is changing contractor research and vendor selection
• Growth opportunities in multifamily, industrial, warehouse, and senior living properties
• Building recurring relationships with commercial clients
• The importance of project quality and clear communication

Listen to learn how commercial contractors can play the long game, build credibility, strengthen customer relationships, and create new business opportunities through active industry involvement.

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

In this episode of The AltaVista Angle, Aaron Hockel, Ray McLaughlin, and Bryan Dunkel explain how contractors can increase revenue from current customers through cross-selling, better communication, and stronger account management.

They discuss why every division must be ready before a company promotes more services, how to educate customers without overwhelming them with sales messages, and why trust should guide every offer. The team also shares practical ways to promote services through email campaigns, invoices, truck graphics, technician conversations, facility reviews, and other customer touchpoints.

You’ll also learn how to identify the customers most likely to buy another service, introduce a new service line with less risk, and measure growth using net revenue retention.

Listen to learn how to build a long-term revenue expansion strategy around the customers who already know your company.

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

What separates an average salesperson from a top performer?

In this episode of The AltaVista Angle, the team discusses how to identify, hire, develop, and retain salespeople who are disciplined, competitive, and ready to work.

Aaron Hockel, Ray McLaughlin, and Bryan Dunkel are joined by AltaVista Sales Manager Jake McLaughlin. Jake explains his approach to cold calling and how consistent effort helped him reach his year-end sales goal by April.

The conversation addresses a common hiring question for contractors: Should you hire a salesperson with years of industry experience, or should you hire someone with the right work habits and teach them your sales process?

The group also discusses interview questions that reveal a candidate’s habits, the role company culture plays in employee development, and why compensation and growth opportunities matter when retaining top salespeople.

In this episode:
• What hiring managers should look for in a sales candidate
• Why discipline matters more than short-term motivation
• Interview questions that reveal drive and work habits
• Why industry experience is not always required
• The value of hiring competitive people
• How company culture can develop stronger employees
• Ways to retain high-performing salespeople

🎧 Thanks for listening to The AltaVista Angle, a podcast featuring industry insights, business trends, and practical strategies for contractors and service-based businesses.

🔗 Connect with AltaVista Strategic Partners:
Website: https://www.altavistasp.com

📩 Have questions or want to discuss how marketing can support your business goals? Email [[email protected]](mailto:[email protected]) or request a free consultation through our website.

👍 Subscribe, like, and share the episode to help more contractors find the show.

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

Winning one job is one thing. Owning the customer relationship is how you build a great business.

In this episode of The AltaVista Angle, Aaron Hockel, Ray McLaughlin, and Bryan Dunkel discuss what it takes to move beyond winning bids and build long-term customer relationships that create lasting value for your business.

The conversation covers every stage of the customer lifecycle, from winning the first opportunity and delivering an exceptional first job to expanding relationships, handling obstacles, navigating turnover, and protecting your accounts from competitors. Ray also shares real-world stories from building a commercial contracting business with more than 900 customers and explains why relationship ownership is one of the biggest competitive advantages a contractor can have.

In this episode:

• Economic update and commercial market outlook
• Why winning the first job is critical
• Turning small projects into long-term customers
• Building trust through communication and follow-up
• Expanding relationships within customer organizations
• Protecting accounts from competitors and turnover
• Lessons learned from decades of commercial sales experience

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

New marketing tools are launching faster than ever.

AI-powered lead generation platforms, buyer intent software, CRM automations, sales agents, data providers, and countless other technologies all promise the same thing: more leads, more sales, and faster growth.
But which tools actually deliver results?

In this episode of The AltaVista Angle, Aaron Hockel, Ray McLaughlin, Bryan Dunkel, and Brian Nichols discuss the rapid growth of marketing technology and share their perspective on how contractors should evaluate new software, data platforms, and AI-powered solutions.

Topics include:

• The rise of AI-powered marketing and sales tools
• Why data quality matters more than data quantity
• Common misconceptions about buyer intent data
• The challenges facing many lead generation platforms
• How CRM providers are evolving
• Practical ways businesses are using automation and AI today
• Why people, processes, and execution still matter

If you're evaluating marketing software, AI tools, CRM platforms, or sales technology, this episode provides a practical look at what's working, what's overhyped, and what businesses should be paying attention to moving forward.

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

In this episode of The AltaVista Angle, Aaron Hockel, Ray McLaughlin, and Bryan Dunkel break down the real challenges contractors face when building and growing a business through different stages of growth.

From startup struggles to scaling a mature company, the conversation covers what separates contractors that continue growing from those that get stuck. The team also discusses today’s economic climate, how interest rates and market conditions are impacting contractors, and why process, cash flow, and leadership matter more as businesses scale.

They discuss how strong systems and recurring revenue create stability, why many contractors stall around the $1 million mark, and what it takes to continue growing through uncertain market cycles.

You’ll also hear practical insights on:

• Why systems and process matter more than most contractors realize
• The biggest mistakes business owners make during growth phases
• How cash flow impacts your ability to scale
• The difference between working in the business vs. on the business
• Why customer diversification and service work create long-term stability
• How to identify when it’s time to invest in growth or preserve capital
• The role leadership and hiring play in building a scalable company

Whether you're launching a new contracting business or leading a larger operation through the next stage of growth, this episode shares practical lessons and real-world experiences from entrepreneurs who have built and scaled businesses firsthand.

Tune in to learn what it really takes to grow a contracting business through every stage.

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

In this episode of The AltaVista Angle, the team sits down with Mike Henderson, President & CEO of Associated Builders and Contractors (ABC) Greater Baltimore, to break down what’s really happening across the construction industry today.

From shifting market conditions to workforce challenges, this conversation covers what contractors are facing right now, and what separates companies that are growing from those that are struggling.

They discuss how diversification and service work are helping contractors stay steady, why relationships still drive major project opportunities, and how technology like AI is starting to change estimating, scheduling, and operations. 

You’ll also hear practical insights on:

• Why taking the wrong job can set a company back
• What it takes to build long-term relationships with general contractors
• How contractors can stand out beyond just price
• The role industry groups play in training, networking, and staying competitive

Whether you’re a small trade contractor or running a large operation, this episode offers a clear look at what’s working right now, and where the industry is headed.

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

Are your marketing mistakes slowing down your growth?

In this episode of The AltaVista Angle, Aaron Hockel, Ray McLaughlin, and Bryan Dunkel break down the most common contractor marketing mistakes and how they directly impact your ability to win work in today’s market. From missed opportunities to inconsistent strategy, they cover what separates growing companies from those falling behind.

You'll discover:

• How poor follow-up and lack of process hurt closing rates
• The role of CRM systems in building long-term growth
• Why your website still makes or breaks first impressions
• How AI and search are influencing who gets selected
• The importance of reviews, even for commercial contractors
• Why inconsistent marketing leads to stalled momentum
• The risks of relying on one customer or lead source

Whether you're trying to grow, stabilize, or take more market share, this episode shares practical insights you can apply right away.

Tune in to learn how to avoid these common pitfalls and position your business to win more work. Don’t forget to like and subscribe to stay updated with the latest from The AltaVista Angle!

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

Many companies overlook the power of cold calling in today’s digital world, but the truth is, it remains one of the most effective lead generation strategies.

In this episode, AltaVista sales veterans Aaron Hockel, Ray McLaughlin, and Bryan Dunkel sit down with sales manager Ben Hollingsworth to discuss why cold calling continues to be one of the most effective lead generation strategies for B2B sales.

The team shares real experiences from years in the field and explains how preparation, mindset, and consistent outreach can turn cold calls into real business opportunities. If you're a sales professional, business owner, or anyone responsible for generating leads, this episode breaks down practical strategies you can start using right away.

In this episode we cover:

• How top sales reps turn rejection into useful feedback
• Ways to increase connection rates when calling prospects
• Why the human element still matters in modern sales
• Sales frameworks like micro-commitments and personalized questions
• Real examples of cold calls turning into long-term business relationships
• How research and preparation improve call performance
• Why daily routines and consistent activity drive long-term sales success

Cold calling remains one of the fastest ways to create new opportunities, start conversations with decision makers, and build a reliable sales pipeline.

If you're working in B2B sales, lead generation, outbound sales, or business development, this episode shares practical insights that can help improve your results.

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.

Is AI finding your business? 

In this episode of The AltaVista Angle, host Aaron Hockel and Managing Partner Ray McLaughlin dive into the transformative impact of AI-driven search on SEO, specifically for contractors. Joined by SEO expert Kent VanderWoude, they explore how AI is reshaping traditional search methods and the pivotal role your website plays in this new landscape.

You'll discover:

• How AI platforms like ChatGPT are changing the SEO game
• The decline in click-through rates and what it means for your strategy 
• Why clear, direct content is more important than ever 
• The critical role of online reviews in boosting visibility 
• How a well-structured website can enhance your online presence and credibility

Whether you're a contractor looking to enhance your online presence or a business leader eager to stay ahead of the curve, this episode offers practical insights and strategies to navigate the evolving search landscape. 

Tune in to learn how to position your brand for success in the AI era. Don't forget to like and subscribe to stay updated with the latest from The AltaVista Angle!

🎧 Thanks for listening to The AltaVista Angle
Your go-to source for industry insights, trends, and strategies built for contractors and service-based businesses.

🔗 Connect with us:
Website: www.altavistasp.com
LinkedIn: AltaVista Strategic Partners

📩 Have questions or want to explore how digital marketing can work for your business?
 Reach out at [email protected] or request a free consultation on our site.

👍 Don’t forget to follow, rate, and share the show — it helps more business owners like you discover the tools they need to grow.