In this episode of The Site Shed Podcast, Matt Jones and Rai Cornell discuss the psychology behind marketing and why it can often feel uncomfortable or 'icky.' They explore the importance of authenticity, relationship building, and creating valuable content that resonates with audiences. The conversation delves into overcoming fears of content creation, the role of marketing beyond traditional ads, and introduces the 'Four M's' framework for effective marketing. The episode concludes with key takeaways for listeners to implement in their own marketing strategies.

You can watch it on 🎥 YouTube: https://youtu.be/9Nro-yhQTxg

Timestamp:

00:00 - Introduction to the episode and guest Rai Cornell
02:30 - The disconnect between sales and marketing
04:00 - Why "I hate marketing" is a red flag
08:00 - Why content doesn't have to include YOU on camera
11:30 - How to create content without stress or perfection
14:00 - Feel-Good Marketing: The 4 M's Framework
21:00 - Real-world examples of creative mechanisms
26:00 - How to build trust through relevance and consistency
30:00 - Final thoughts and resources

📚 Resources:

• Guest website: https://www.cornellcontentmarketing.com/demandgenkit
• ELITE Method Framework: https://drive.google.com/file/d/1Jjer_vwYii-nAGkAgy78mwof52PDpLns/view?usp=sharing

📓 Read our blog on this podcast here: https://tradie.wiki/452-Why-Your-Marketing-Feels-Icky

Don't let your business fall behind—explore the power of AI with Tradie Hub. Visit tradiehub.net to see the innovative AI tools crafted just for tradies. Discover how you can stay ahead and transform your business with cutting-edge technology! 

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Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

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• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

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We dive into the intricacies of modern marketing. In today's episode, titled "The Psychology of a Savvy Buyer: Appealing to Modern Informed Audiences," hosts Matt Jones and Rai explore the powerful connection between psychology and marketing. Joined by Rai from Cornell Content Marketing, they kick off a fascinating mini series about achieving 90% presold buys using psychology-driven strategies. This first episode unpacks how understanding the psychology of today's informed buyers can transform your marketing approach, and why building authentic relationships with your audience is crucial in standing out amidst the noise. 

Listen to the video version of this podcast at https://youtu.be/MMNwPLMUD1w

Timestamp:
00:00 From Psychology to Content Marketing
05:39 Developing Unique Business Mechanisms
07:30 "Stages of Change in Marketing"
13:36 "Answer FAQs with Content"
16:17 AI-Augmented Sales Qualification Process
19:47 Addressing Sticker Shock Early
21:28 "Lead Conversions: Warm vs. Cold"
27:32 "Effective Sales Conversation Strategies"
29:27 Template-Driven Sales Hilarity
33:54 Respect and Empower Your Buyers
35:28 Customer-Focused Case Study Approach
38:54 Visit SiteShare for Resources

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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We dive into the intricacies of modern marketing. In today's episode, titled "The Psychology of a Savvy Buyer: Appealing to Modern Informed Audiences," hosts Matt Jones and Rai explore the powerful connection between psychology and marketing. Joined by Rai from Cornell Content Marketing, they kick off a fascinating mini series about achieving 90% presold buys using psychology-driven strategies. This first episode unpacks how understanding the psychology of today's informed buyers can transform your marketing approach, and why building authentic relationships with your audience is crucial in standing out amidst the noise. 

Listen to the video version of this podcast at https://youtu.be/MMNwPLMUD1w

Timestamp:
00:00 From Psychology to Content Marketing
05:39 Developing Unique Business Mechanisms
07:30 "Stages of Change in Marketing"
13:36 "Answer FAQs with Content"
16:17 AI-Augmented Sales Qualification Process
19:47 Addressing Sticker Shock Early
21:28 "Lead Conversions: Warm vs. Cold"
27:32 "Effective Sales Conversation Strategies"
29:27 Template-Driven Sales Hilarity
33:54 Respect and Empower Your Buyers
35:28 Customer-Focused Case Study Approach
38:54 Visit SiteShare for Resources

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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Welcome to another episode of The Site Shed! In Episode 456, host Matt Jones sits down with James Hearn of Silver Peak Construction for a powerhouse discussion on scaling a trades business, mastering the sales process, and the surprising role that customer rapport (and even a client’s pet preferences) can play in business success.

James shares his journey from commercial projects and roadwork to mastering bathroom, laundry, and wet area renovations across Melbourne’s western suburbs and rural Victoria. You’ll hear real-world tactics Silver Peak uses—like ultra-fast quoting, rigorous client qualification, streamlined operations manuals, and detailed follow-up—to outpace the competition. Plus, discover why James screens customers based not just on budget, but even on whether they own dogs 🐶 or 🐱 cats! 

🎥 Watch the video version of this podcast at https://youtu.be/xZ7rUaPe0Sk

Timestamp:
[00:00:49] – James’s Background & Silver Peak Construction’s Specialization
[00:03:41] – Competing with Low Quotes & Value Proposition
[00:05:12] – Lead Qualification & Sales Process
[00:07:41] – Unique Client Qualification: Pets and Personality Fit
[00:19:12] – Building & Scaling Through Systems and SOPs
[00:23:23] – Evolution & Continuous Improvement of Processes
[00:24:36] – Major Business Lessons: Screening Clients & Site Management
[00:26:32] – CRM, Job Management, and Technology Adoption
[00:39:57] – Communication, Handover, and Aftercare

👉 In this episode:  (with a BONUS TIP 🐾)
✓Qualifying the Right Clients
✓The Power of Discovery Calls
✓Pricing with Confidence
✓Personal Connection Matters
✓Systematize with Checklists
✓Fast and Transparent Quoting
✓Ongoing Process Improvement
✓Communication Prevents Problems
✓Stand Out Through Education
✓Follow-Up Drives Referrals


If you’re a trades business owner looking to sharpen your sales, streamline your operations, and provide a truly standout customer experience, this episode is rich in practical, actionable strategies that work in 2024 and beyond.

Tune in for fresh insights and inspiration to take your trade business to the next level—don’t forget to like, subscribe, and hit that bell for more Site Shed wisdom!

#SalesProcess
#CustomerQualification
#LeadManagement
#SalesClosing
#CustomerRetention
#T

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

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Join host Matt Jones as he sits down with Josh Coplin, co-founder of Eden, a startup focused on revolutionizing the HVAC industry with innovative tools like the Eden Instant Quote. In this episode, they delve into the evolving dynamics of sales processes, especially in the trades industry, and discuss how implementing on-site quoting can streamline operations and boost close rates. Josh shares insights on the significant changes in consumer behavior, particularly pre and post-COVID, and highlights the importance of adapting to a culture seeking instant gratification and greater control over purchasing processes. 

Check the full episode on this podcast: https://youtu.be/_cc5189USiw

Timestamp:
00:00 "Streamlining CRM in Trade Biz
06:19 "Importance of Persistent Follow-Up
07:32 Maximize Follow-Up for Sales Success
11:48 Instant On-Site Quoting Boosts Conversions
13:37 Improve, Don't Settle
20:24 CRM's Impact on Construction Businesses
23:47 Transforming Knowledge into Scalable Systems
25:39 Embracing and Adopting Technology
30:03 "Team Collaboration Enhances Customer Success


Things you'll Learn in this Video:

• How on-demand/on-site pricing can increase your close rate
• Why modern consumers expect instant, transparent quotes
• The importance of streamlining your sales process for better results
• Key benefits of qualifying leads before site visits
• How online tools and automation save time and boost conversions
• Tips for leveraging content and video to build trust and educate customers
• Why sharing prices up front helps eliminate poor-fit leads
• Simple ways to create a smoother, more effective sales experience

Whether you're in HVAC or another trade, this conversation is packed with relevant strategies for optimizing your sales process by providing transparency, leveraging technology, and respecting your customer’s time. Tune in to discover how your business can benefit from these modern sales techniques and elevate your conversion rates.

Alternative Titles: 
How On-Demand Pricing Boosts Your Sales Conversion RatesStreamline Sales with Real-Time Quotes for Higher Closing Rates
The Power of Instant Pricing in Closing More Deals
Modernizing Your Sales Process with On-Demand Quoting Techniques
From Lead to Sale: The Impact of Fast Quot

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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In this episode, host Matt Jones sits down with Erick Vargas, entrepreneur and co-founder of Followup CRM, for a deep dive into the world of customer relationship management (CRM) in the construction and trade industries. Kicking off the first podcast of 2025, Matt and Erick unpack the evolving role of CRMs—from their origins as lead and sales tools, to their vital importance in streamlining operations, improving communication, and scaling businesses.

Erick shares his journey developing Followup CRM, a platform specifically designed for contractors that emerged out of real-world frustrations with generic software. Together, they explore the critical differences between CRMs, job management, and project management software, and discuss why so many businesses lose sales simply by failing to follow up with leads. With practical anecdotes, industry stats, and insights into integrating new tech, this episode is a must-listen for anyone looking to future-proof their trade business and build company value through smart systems and processes.

Whether you're a business owner, salesperson, or just interested in construction technology, you’ll find plenty of actionable takeaways on maximizing your pipeline, optimizing your team, and driving real growth.

Listen to the video version of this podcast at https://youtu.be/2AChnrdchRs

00:00 "Streamlining CRM in Trade Biz
06:19 "Importance of Persistent Follow-Up
07:32 Maximize Follow-Up for Sales Success
11:48 Instant On-Site Quoting Boosts Conversions
13:37 "Improve, Don't Settle"
20:24 "CRM's Impact on Construction Businesses"
23:47 Transforming Knowledge into Scalable Systems
25:39 Embracing and Adopting Technology
30:03 "Team Collaboration Enhances Customer Success"

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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Matt Jones kicks off by diving deep into the key lessons from the previous year and discussing the game-changing opportunities that lie ahead for trade businesses. Matt explores how the rise of accessible AI tools—like ChatGPT—has revolutionized efficiency, productivity, and marketing within the trades industry, bringing a breath of fresh air to systems that were becoming stale.

He breaks down how businesses can leverage data-driven decision making and AI-powered analytics to gain a competitive edge, emphasizing the vital importance of understanding your numbers: lead costs, cost per acquisition, and customer lifetime value. Matt also delves into the growing influence of voice search and explains why optimizing for more conversational, personalized interactions will set your business apart in 2025 and beyond.

Whether you’re looking to double your revenue or refine your sales process, Matt shares practical frameworks, strategic insights, and real-life examples that show exactly how you can scale yaour trade business systematically and sustainably this year. Get ready for actionable advice and inspiration to help you set—and smash—your business goals!

Listen to the video version of this podcast at https://youtu.be/qd5tqapLyn4

00:00 Optimizing AI for Voice Search
06:46 Bathroom Renovation Follow-Up Strategy
09:54 Revamping Sales for Better Results
10:59 TradieBot AI Streamlines Lead Management
14:16 "Trade Businesses: Boosting Ad Returns"

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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Matt is joined by Brandon White for an engaging discussion on the evolving landscape of AI and its profound impact on modern-day businesses. In this episode, explore the history and expansive future of AI, from its beginnings in the late 20th century to its current revolutionary status with tools like ChatGPT. Brandon, a veteran in the AI space, shares his insights into the development and democratization of AI, drawing parallels with the early days of the internet. Discover how AI is transforming industries, especially within the trades, by reducing overheads, increasing efficiency, and enhancing customer satisfaction. Whether you're a business owner or simply intrigued by the rapid advancement of technology, this episode delves into the real-world applications and potential challenges of leveraging AI in your operations. Tune in now for a fascinating take on how you can harness the power of AI to drive success in your business.

00:00 AI Transformations in Trade Industries
03:17 AI Development: From ELIZA to PERI
09:13 Self-Driving Tech: Waymo vs. Tesla
10:40 Wearables Revolutionizing Construction Planning
16:27 Quantum Computing: Future Technological Revolution
18:37 Artificial Consciousness and Human Integration
20:41 AI's Historical Bias Impact
26:32 Streamlined Sales Boost Efficiency
28:25 AI in Customer Service Emergencies
32:27 AI Streamlines Manual Financial Tasks
34:51 Podcast Wrap-up and Contact Info

Connect with Brandon here:

Website: https://www.3rdbrain.co/ 

IG: https://www.instagram.com/brandoncwhite/ 

LinkedIn: https://www.linkedin.com/in/brandonwhite/ 

X: https://twitter.com/BrandonCWhite 

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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We kick off a fascinating two-part conversation with Brandon White on the theme of constructing a digital operations team from scratch. Join hosts Matt Jones and Brandon as they explore what's behind the concept of digital operations, particularly for trade-based businesses like plumbers, electricians, and builders. Discover why having a digital operations team is crucial in today's rapidly evolving marketplace, especially following the challenges and lessons learned from the COVID-19 pandemic. In this episode, we hone in on the importance of documenting workflows and processes, engaging with the role of AI and machine learning, and how these elements can transform business operations into a well-oiled machine. Prepare to gain insights that will help you streamline your business processes, drive efficiency, and ultimately, impact your bottom line. Stay tuned for a captivating journey into the digital transformation of operations!

00:00 Digital Operations & AI Evolution

04:54 Early Web Customization and Tech Ventures

07:49 "COVID's Impact on Trade Businesses"

11:26 Third Grade Lesson on Clarity

15:35 Streamlining Client Onboarding Workflows

19:44 Collaborative Strategy Building

22:50 Balancing Automation with Human Touch

25:57 Balancing Automation and Customer Satisfaction

27:54 Integrating Business Systems for Automation

32:11 Streamlining Business Processes

35:41 Incorporating Feedback for Workflow Optimization

39:12 Understanding Business Metrics for Success

43:24 Data-Driven Marketing Strategy Shift

44:21 Operational Strategy for Success

Connect with Brandon here:

Website: https://www.3rdbrain.co/ 

IG: https://www.instagram.com/brandoncwhite/ 

LinkedIn: https://www.linkedin.com/in/brandonwhite/ 

X: https://twitter.com/BrandonCWhite 

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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In today's episode, we're diving into the transformative realm of AEO, or Answer Engine Optimization, a significant evolution in marketing for trade businesses. We'll explore what AEO is, why it's becoming crucial for trade-based businesses, and how it diverges from traditional SEO practices. Join us as we discuss strategies for implementing AEO in your marketing approach, and forecast how it will shape the future of search engine dynamics. From understanding user intent to leveraging AI for enhancing customer interactions, this episode is packed with insights for anyone looking to stay ahead in the digital marketing landscape. So, tune in and learn how to make AEO work for you and your business!


Watch the video version of this podcast at https://youtu.be/rox2mAHv1QQ

00:00 Boosting Trade Business with AEO Strategies

03:47 Voice Search Revolution in SEO

08:27 "Embracing Local SEO Evolution"

10:23 Understanding User Intent in Queries

13:47 Focus on Creating Useful Content

17:24 Embracing AI and Augmented Reality

21:22 "Streamlining Business Operations"

24:55 AI-Driven Customer Engagement

28:25 SEO & Marketing Strategy Session

Enjoyed the podcast? Take your trade business to the next level by incorporating AI! Don’t get left behind—explore Tradie Hub at tradiehub.net. Discover game-changing AI solutions designed to boost efficiency and growth for trade businesses worldwide. Check it out today! 

🧰 Want Access To Tools & Training from Industry Leaders?

Join Tradie Academy, our free community packed with templates, checklists, and resources shared by podcast guests, coaches, and successful tradies.

👉 Join free and grab your next growth tool.

📲 Stay Connected:

• Facebook: The Site Shed
• Instagram: @thesiteshed
• LinkedIn: The Site Shed
• Website: thesiteshed.com
• Join a global community of 6000+ trade professionals https://www.facebook.com/groups/TheSiteShed

⭐ Enjoyed This Episode? Leave us a review here!

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• Spotify/Apple