The Fire Time Podcast

By Tim ReedBusiness Marketing Careers

The Fire Time Podcast episodes

November 18, 2025What's Best Next? Prioritizing the 4 Critical Tasks of a Salesperson
"How do we make the most of the time that we have, realizing that there are so many things pulling at us for our focus and attention?"
This week, Tim shares one of his courses from the 2025 Digital Fire Time Summit.
In his course, Tim talks about:
Managing the tension of the "whirlwind" and the wildly important work that has to get done.

The axis scale of urgent vs. important and the four quadrants of work.

"The Tim Rethlake Time Ratio" and the benefit of investing the time to understand a customer's problem and advise a solution.

Prioritizing the 4 Critical Tasks of a Sales Person: 1.) Sit down with every customer and complete an Understanding Form. 2.) Write an estimate for every customer before they leave. 3.) Follow up with 15 customers each week. 4.) Send thank-you cards to your customers every month.
Tune in now to experience this live class and learn how to have more capacity on the back end by being diligent on the front end.
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To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠⁠⁠⁠⁠
Read The Fire Time Magazine Reader Edition online: ⁠⁠⁠⁠⁠⁠⁠⁠https://magazine.itsfiretime.com⁠⁠⁠⁠⁠⁠⁠⁠
Download The Fire Time Magazine app to get full access to the magazine (for free): ⁠⁠⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/app⁠⁠
1 hr 7 min
November 11, 2025Kenneth Walker - Showrooms Part 3
"We're treating people the way we want to be treated."
This week, Tim and Kenneth Walker pull a hat trick for a Part 3 of their discussion about the process of building a winning showroom.
In this episode, Tim and Kenneth wrap up the showroom miniseries answering questions and talking about:
What to think about in the early phases of building a showroom: finding a location, venting, staffing, hours, and knowing the difference between "retail" and "showroom."

When and how to determine your product lines while considering your space, product positioning/placement, and variety balance before looking into models or manufacturer availability.

How to maximize a small showroom by thinking about what your area supports, what kid of products you can comfortably sell, and where you can grow down the road.

Items that should be on a Showroom Build Checklist and a Showroom Execution Checklist: 1. Weekly Traffic Counter, 2. Customer Understanding Form, 3. Showroom Basics List, 4. Easy Estimate Solution, and 5. Repeatable Sales Process.
Finish this showroom episode trifecta to hear what should be in place when starting a showroom and how execute a plan with tools and confidence.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠⁠⁠⁠
Read The Fire Time Magazine Reader Edition online: ⁠⁠⁠⁠⁠⁠⁠https://magazine.itsfiretime.com⁠⁠⁠⁠⁠⁠⁠
Download The Fire Time Magazine app to get full access to the magazine (for free): ⁠⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/app⁠⁠
1 hr 28 min
November 04, 2025Sales Lessons from Pat Butson
"Sales is a 30-minute love affair."
This week, Tim shares lessons from Pat Butson, a hearth industry legend who became Tim's sales mentor in his retirement. With four decades of experience at Vermont Castings, Majestic, and Whitfield—plus a legendary handshake as a national arm wrestling champion—Pat combined fierce confidence with gentle compassion that made him unstoppable on the sales floor.
In this episode, Tim shares Pat's wisdom through stories and practical lessons:
The three-step sales hierarchy that changes everything: First sell yourself, second sell your company, third sell your product—in that exact order.

The 30-minute love affair philosophy: Pat fell in love with every customer, giving everything of himself during their time together rather than treating them with jaded indifference.

First person to talk loses: After sliding your quote across the table and stating the price, shut your mouth and let the customer respond—they'll reveal whether you have a sale or need to address objections.
Don't miss this tribute episode honoring a sales master who proved that confidence without compassion means nothing, and that finding ways to give customers a win will always beat protecting margin on every transaction.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠⁠⁠
55 min
October 28, 2025Mark Stoner & Kenneth Walker - Building a Winning Showroom (Part 2)
"Pick the story first, then go find the brands to fit it."
This week, Kenneth Walker returns and is joined by podcast and industry veteran Mark Stoner, President of Ashbusters, to have a practical conversation about the process of building an actual showroom.
In this episode, Tim, Mark, and Kenneth discuss:
Product positioning in your showroom so that they tell a cohesive story and make it easier for customers to understand both what they are and how they can solve their particular problem.

The Good/Better/Best display approach: Good - cost effective with a few basic options. Better - "Bang for the buck." Best - Premium look with the most design flexibility.

Showroom elements, layout, and coming up with a plan/sticking to it; displays, digital design centers, music, and how to balance those things effectively.

What are we doing with the opportunities that we have? Using foundational metrics to turn intentional marketing dollars into estimates and sales.

The planned follow-up for showroom visits and "Explaining the Process" to customers, while maintaining the goal of getting into the home.
Don't miss this follow-up to last week's episode to hear why applying the sales and marketing process to a showroom in a new way can make you a better service company.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠⁠⁠
Read The Fire Time Magazine Reader Edition online: ⁠⁠⁠⁠⁠⁠https://magazine.itsfiretime.com⁠⁠⁠⁠⁠⁠
Download The Fire Time Magazine app to get full access to the magazine (for free): ⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/app⁠⁠
1 hr 35 min
October 21, 2025Kenneth Walker - 5 Principles for a Winning Showroom
"The purpose of your showroom is to sell the in-home visit."
This week, Tim welcomes Kenneth Walker, independent sales rep for Fire Walker Sales covering nine states, to break down the five principles every winning fireplace showroom needs. Kenneth has seen hundreds of showrooms—from thriving retail operations to struggling chimney service companies trying to break into retail—and shares exactly what separates success from failure.
In this episode, Tim and Kenneth discuss:
Why marketing your showroom is step one: Most customers don't randomly walk into hearth stores—they're destination shopping, which means if you don't tell them you exist with clear CTAs, QR codes on trucks, and explicit messaging, they'll never find you.

Simple and thoughtful always beats big and fancy: A tight 20x20 showroom with strategic product placement will outsell a massive space with 40 wood stoves and 17 brands where customers get lost and salespeople can't become experts on anything.

Product positioning is your secret weapon: Stop trying to show everything from every brand and instead build a clear price ladder using each vendor's strengths—like the taco truck with beef, chicken, and fish tacos, not 45 varieties of beef.

Signage and pricing eliminate customer anxiety: Posting average installed price ranges shows customers the full ladder from $4,000 to $9,500, takes price off the table as an objection, and naturally wins the sit-down estimate without awkward budget conversations.

In-home appointments are where you actually sell fireplaces: The showroom sells the home visit, the home visit sells the fireplace—and charging customers $250 to come measure means you're tripping over hundred dollar bills trying to pick up pennies.
Don't miss this tactical guide to building a showroom that creates buying experiences instead of browsing experiences.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠⁠⁠
1 hr 29 min
October 14, 2025Seth Fultz - Value Over Price: The Long Game in Sales
"The work starts when you make the sale."
This week, Tim does a deep-dive into the intricacies of sales with his friend Seth Fultz, Regional Sales Manages at Bridgewell Resources, who talks about his experience wearing multiple hats within his role - from inventory management and in/outbound logistics, to truck driver manager and even amateur psychologist.
In this episode, Tim and Seth cover:
Selling on price, value, and service when your product is the same as your competitors or you are competing against manufacturers.

Developing a sales process and why sales is ultimately about service.

Behaviors that every salesperson should adopt and pursuing business that hasn't closed yet.

Persistence, sticking with a process, and being comfortable with rejection in order to make it long-term.
Tune in now to hear this unique perspective from a completely different industry and how it relates to your business and sales process.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠⁠
1 hr 2 min
October 07, 2025Bart Ogden - Building a Service-First Business
"Service isn't a necessary evil—it's your most valuable relationship builder."
This week, Tim welcomes Bart Ogden, owner of Home Safe Hearth & Chimney in Wichita, Kansas, to discuss how service work can be the foundation of a thriving hearth business. Starting as a chimney sweep in 1979 in a town of 600 people, Bart built his company on a simple principle: if someone calls needing help, we're going to help them—regardless of brand, age, or who installed it.
In this episode, Tim and Bart discuss:
Why servicing everything—not just what you sell—builds long-term customer relationships that outlast and outperform the initial sale.

The lifetime value of a service customer: How annual or bi-annual maintenance over decades generates more revenue than the original installation, and creates trust when replacement is finally needed.

Profitability through knowing your numbers: Why specialty service businesses need 60% margins to thrive, and how to build a supply chain that supports servicing all brands.

Building a systematic training program: How Bart created a 100-day curriculum using certification paths (CSIA, NFI) that trains every technician to the same standard, regardless of their background.

The power of great inspections: Why every successful service job starts with ensuring customers know the exact condition of their system, then letting them choose what happens next.
Don't miss this episode that reframes service from an afterthought into the strategic foundation of a sustainable hearth business.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠
To get a copy of the 2025 Fire Time Journal: ⁠⁠⁠⁠https://www.itsfiretime.com/journal⁠⁠⁠⁠
Read The Fire Time Magazine Reader Edition online: ⁠⁠⁠⁠https://magazine.itsfiretime.com⁠⁠⁠⁠
34 min
September 30, 2025Adam Spencer and Nate Lammers - Tales From a Real Life Customer
"The customer bought the experience, not just the fireplace."
This week, Tim welcomes Nate Lammers, (Midwest Sales Representative for Kozy Heat), and Adam Spencer, a homeowner who recently completed a major fireplace remodel. After Nate discovered his neighbor Adam had purchased a fireplace from a local dealer, he realized Adam's buying experience validated everything they teach about the sales process—and they needed to get him on the podcast.
In this episode, Tim, Nate, and Adam discuss:
Why speed of response matters: How a 10-minute callback won the sale over competitors who were unresponsive or unmotivated, even though the actual installation was months away.

Being a guide instead of overwhelming customers with technical details: The winning dealer spent hours understanding Adam's needs without making him feel inadequate for not knowing fireplace terminology.

The value of one-stop-shop service: How offering "beginning to end" project management—from demolition to stone work to installation—eliminated customer stress and justified premium pricing.

Brand awareness disconnect: Why Adam can't remember his wood stove brand and what this means for how manufacturers should approach consumer marketing versus dealer support.

Price transparency builds trust: Why showing average installed price ranges online helps customers self-qualify and avoids the feeling of being "duped" by bare product prices that don't reflect real project costs.
Don't miss this unique episode that brings the customer's voice into the conversation and reveals what actually drives purchase decisions.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠
Read The Fire Time Magazine Reader Edition online: ⁠⁠⁠⁠https://magazine.itsfiretime.com⁠⁠⁠⁠
1 hr 5 min
September 23, 2025Jerry Isenhour - Never Stop Learning
"A mentor or a coach is someone that you can discuss your innermost fears with."
In this episode, Tim welcome Jerry Isenhour, President of the CVC Success Group, back to the podcast to talk about intentional mentorship and learning in the current landscape of the industry.
Tim and Jerry cover:
How to approach mentoring relationships while endeavoring to learn and grow, yourself.

Seeking guidance and avoiding the temptation to "go it alone" in an independent industry.

The SWOT assessment of a business: Strengths, Weaknesses, Opportunities, and Threats.

Still being able to learn things during disagreements or in difficult situations.
Listen now to hear how leaning into coaching or mentorship can help you progress through fear and open the door of opportunity.
Jerry's podcast referenced in this episode: https://www.facebook.com/share/v/1FSix7LKho/
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠⁠
Read The Fire Time Magazine Reader Edition online: ⁠⁠⁠⁠https://magazine.itsfiretime.com⁠⁠⁠⁠
Download The Fire Time Magazine app to get full access to the magazine (for free): ⁠⁠⁠⁠https://www.itsfiretime.com/app⁠
46 min
September 16, 2025Kristin Ratzlaff - Sales is a Game of Persistence
"Customers need more than what you want to sell them."
This week, Tim has a long-awaited conversation with his sister-In-law Kristin Ratzlaff, a global team leader at a software as a service (SaaS) company, with decades of experience, who travels the world doing high-level sales. After years of discussing everything from business and sales to fear and opportunity, they finally sits down with Kristin to talk about growing up in the fireplace industry and how that impacted her career in sales.
In this episode, Tim and Kristin discuss:
How early experiences in sales can teach valuable lessons that stay with you throughout your career.

Building credibility through being authentic and allowing customers to talk about themselves to see where you fit.

Approaching difficult conversations with team members and balancing coaching and encouragement while being sensitive to the individual.

The sales process and building a framework that sets people up for success.

Pursuing opportunities so that momentum doesn't stall without being too pushy or aggressive.
Don't miss this unique episode to hear how a sales leader can create an environment that sets their team up for success.
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Become a supporter of The Fire Time Network and get access to awesome rewards: ⁠⁠⁠https://itsfiretime.com/join⁠⁠⁠
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: ⁠⁠⁠https://www.itsfiretime.com/magazine⁠⁠⁠
Read The Fire Time Magazine Reader Edition online: ⁠⁠⁠https://magazine.itsfiretime.com⁠⁠⁠
Download The Fire Time Magazine app to get full access to the magazine (for free): ⁠⁠⁠https://www.itsfiretime.com/app
1 hr 12 min

About The Fire Time Podcast

From the publisher's feed

Are you tired of presentations that are only half relevant to your business? Many speakers are not practitioners of their material, simply teachers—not so with The Fire Time Podcast. This podcast is…

for the hearth industry and by the hearth industry. Host Tim Reed has over a decade of experience in the hearth industry, making conversations with guests relevant and extremely practical. In Season One, Tim speaks with twelve hearth industry leaders and provides content relevant to any position, whether on the retail or manufacturing side. Hearth companies everywhere are lost because the landscape of business has changed dramatically in the last ten years. They are trying hard, but they just don’t know what to do. The Fire Time Podcast equips hearth companies to win by sharing ideas and innovation from the best minds in our industry. This podcast will give you the tools to move the needle in your company and win in the changing landscape. This podcast is the first of its kind—specific to the business that you work in every day and simple enough to teach you what’s needed to succeed. Do not miss out on The Fire Time Podcast, available for Apple and Droid devices or at www.itsfiretime.com/podcast. The simple and repeatable steps provided will empower you to grow the bottom line of your company and inspire the team that you lead. ABOUT: Tim Reed is the Retail Sales Leader at Fireside Home Solutions in the Pacific Northwest where he helps his team members make it so stupidly easy to buy from them that there is no excuse not to. Starting as individual salesperson in an empty warehouse, he has grown Fireside’s Retail division by millions (after cutting his marketing budget by 90%). Tim has been invited all over the country to teach companies how to market effectively to their customers and sell more than ever before. His YouTube videos, sales blog, and “Fire Time Podcast” have become a resource for the industry and are actively helping thousands of people rethink their paradigms so that they can grow their businesses in the changing landscape. Tim learned “just enough to be dangerous” about sales, marketing, web development, and leadership from years of playing guitar in a failing punk band—which he swears has uniquely qualified him for his job today. Now considered one of the most innovative minds and compelling communicators in the industry, Tim uses his platform to serve others, helping them create clear messages that are wildly compelling to their audiences. Tim lives in Portland, Oregon with his wife, Jessica, two children, Olivia and Luke, and his 90 pound Golden Retriever, Walter. He still plays guitar in a failing punk band. CONTACT: [email protected] | www.itsfiretime.com