Why are your deals falling apart after a great sales visit? Rich reveals the real culprit — it's not bad timing or budget, it's expectation gaps. When homeowners are blindsided by a price they never saw coming, they're mentally checked out before you finish the pitch. Rich breaks down seven proven strategies to precondition price, build identity, and eliminate sticker shock before your salesperson ever knocks on the door.

Really great stuff… the Psychology or Marketing, Part 2. If you missed LAST Thursday, by all means, go back and look it up… it was the Psychology of Marketing, Part 1. This time around, Rich covers the topics of Accelerated Discontentment… which is 100% an absolute must listen. Then he'll talk about frame of reference conditioning, logic vs. emotion, something he calls "don't talk to strangers," and finally "Anticipated reaction." Five principles in all… you're going to love this episode!

Rich is going to talk about credibility–not how to get it, but how to project it to the marketplace at large, and to your prospects in particular. He'll cover things like writing a book, hosting a podcast, participating on radio and TV shows–and more. If you're ready to LEVEL UP, this will be good information for you!

Thanks for joining us for the Sunday podcast, where RIch turns his attention to topics of personal development and spirituality… and today, we're staying in the territory of personal development. Rich is going to share a fun story about a time when he lost a 6-mile footrace against a teenager… and learned a lesson that your conscious brain is not nearly in charge of things as you think it is. Nope--that subconscious has quite a bit to say when it comes to how well you actually perform… and just realizing this fact can be very helpful.

Every Saturday, we showcase a topic important to you by rounding up the greatest highlights and clips from Level 10 Contractor's ENTIRE podcast run. Marketing is like building a case in court. Your product or service is on trial… your customers are the jury… and you're the attorney in charge… and it's a life or death sentence on the line. You can't just throw out a bunch of platitudes, you have to build the case. And that's what this week's showcase is all about.

Friday's topic is one of those things that seems little and unimportant… but can have a major impact on your business depending on how well you execute. I'm talking about how you handle prospects on the phone when the first call in… and specifically how you handle their objections. Rich talks with person-to-person marketing expert Tony Hoty about how to overcome lazy phone habits and set more appointments.

It's Throwback Thursday. You know how Rich is always talking about communicating with Power, Precision, and Passion? Well this episode is called "100 Power Statements" and it's pretty much exactly what the title would suggest. Rich has written 100 headlines that are, well, powerful… and he's going to read through them and give some commentary on HOW and WHY they are powerful. If you're a serious student of writing copy… creating an identity… or just killer marketing, this one's going to be a lot of fun for you!

Okay, so you know your website is an important part of your marketing plan. A really, really important part. And you want to make sure you do EVERYTHING right, so that it makes your prospects want to do business with you. So you listen to all the "experts" out there and do what they say… because, you know, they're, well… experts. Right? Well on this podcast you're going to hear Rich talk about a company who gave an enormous amount of money to one of those "expert" companies… and saw their search engine rankings go UP… Yay!... but their lead flow went DOWN. What? How's that possible? Oh… it's possible alright. In fact, it's likely--if you do some things on your site that people HATE. And yes, some of the things that people HATE are the exact things that the experts are telling you to do. Confused? You should be--but don't worry, Rich is going to sort it all out for you.

Tuesday's podcast episode is all about the MIND… and the psychology of marketing. Just about every marketing principle that matters can be traced to a principle of psychology; in other words, if you can find out how the mind works, you can crack the code of marketing. In this episode, Rich is going to talk about SEVEN different principles: thin slicing, trusted advisor, confirmation bias, scarcity, authority, low risk, and something for nothing.

If your contracting business is generating $5M–$15M a year but netting 10% or less, you don't have a lead problem — you have a math problem. In this episode, Rich breaks down 6 proven strategies to engineer your net profit to 15% or better: raise prices, pursue higher-end work, cut wasteful expenses, build a repeat and referral system, invest in brand farming, and leverage financing as a price support tool.