The Ins and Outs of Distributor Partnerships with Ashly Hughes
In the virtual Lemonade Stand, get ready to unlock the transformative power of strategic partnerships as Crystal sits down with Ashly Hughes from Gustave A. Larson to chart a course for your business's exponential growth. They discuss the following:
0:07 - Partnerships for Contractor Success
9:22 - Websites and Business Coaching Importance
14:49 - Building a Successful Business
If you want to get in touch with Ashly and learn what Gustave A. Larson can do for your business, visit their website at https://www.galarson.com/ or email Ashly at ashly.hughes@galarson.com!
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We’ll see you next time, Lemon Heads!
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Speaker 1: 0:07
What's up, Lemonheads? Welcome to another episode of From the Yellow Chair. I'm Crystal and I'm Rodden Solo here in the Lemon Seed Studios of From the Yellow Chair. I'm joined today by an awesome partner. I've actually gotten to meet and hang out with some of this team. They're a great team. It's Ashley Hughes from Gustaf Larsen. We did have to discover, Crystal, what really had to use my Texas to discover how to accurately pronounce that. So I hope I'm doing it justice. We kind of had a little moment about that, so I'm going to introduce you to Ashley and we are going to talk today about partnerships through your distributor that really make you successful and success stories that she has seen. I can't wait to hear more about it. Let's sip some lemonade, All right? Well, welcome Ashley. Thank you for joining me on the call today. Ashley, you are the business development coordinator, I should say, or organizer, for Gustaf Larsen. Rod, tell us a little bit about what you do and your company and things like that.
Speaker 2: 1:11
I am a business development manager. I oversee territories in Minnesota and North Dakota. I work with dealers to expand their business knowledge and grow in strategy. A lot of the businesses that I work with are technicians, turn owners and need to leverage different avenues for growth without necessarily knowing what they're doing.
Speaker 1: 1:41
Well, you know, if you're driving down the road and you're a contractor heck, you own any business and you don't know what you're doing. Let's raise our hand, let us all raise our hand to it is always a challenge to know everything about everything. But just visiting with Ashley before we actually went live with the podcast, and listening to how you guys try to help your contractors have access, so I always say a big thing here is you know, as a contractor, we just want access to resources. Now, contractor, I do not know that you're actually utilizing a lot of the resources that you have at your disposal, number one or actually investing in the partnerships that come from recommendation. So you know, I know, for like Limit Seed specifically, we go through a pretty good vetting process to be recommended from manufacturers, distributors or other vendor partners and so, but a lot of times we will make a warm connection. So someone will say, hey, this is my client, you should meet with Limit Seed, and then the contractor never does it and I know it's because contractors are busy and they're distracted or they're trying to run companies and have some semblance of work life balance. You know if people even know what that is, and so running a business is not for the week. So well, actually, one of the partnership ideas that you talked about, that you shared with me, was trying to help one of your contractors get more Google reviews, and I just want I thought you could just kind of tell us about that scenario and how you approached it and and what the contractor thought.
Speaker 2: 3:07
Yeah, it is so important for Google reviews that nowadays and a lot of the older generation contractors to newer generations like technology savvy, just don't understand the value behind organics and Google reviews. We work with a company called Podium which assists in that process, but also leveraging maybe a process that can be implemented within the organization without subscribing to an additional service when you are managing a younger company, and we've we've worked with contractors on on both in both ways.
Speaker 1: 3:49
Yeah, so speaking on this. So what happens is Google reviews. So for those of you that aren't used to this, maybe you're like she's saying, maybe you're a younger contractor or smaller revenue, or you're new to the game here there are so many integrations that help you automatically request Google reviews. That drive Number one. It drives engagement from your customers, allowing them to leave a review, but it also builds some authority. You know, and listen, I'm going to go on a little tangent for a minute. Trust me, you do not have to have all five star reviews. Now, some of y'all over there like playing around with a three star review average. Now, that's not it either. Right, but at the end of the day, you know it is very important that you maintain your online presence and Google reviews are very important. And then you know there's also a difference between Google local service ad reviews or verified reviews and regular Google reviews, because you know Google just likes to have a good time and like see what we can keep riled up. But with, with these Google reviews working with a program like podium or PulseM or I could probably think, oh, even Service Titan has an integration to help you generate more reviews. The goal here is you see the engagement and you get your clients engaging with you, leaving you a response, and it, as you used earlier, ashley, it affects the algorithm of where you show up and yours was specifically around a dealer locator. Right, correct, yeah, and so just helping that. So was this Partner? Was he already connected with podium or did you have to make that connection as well?
Speaker 2: 5:17
Made that connection with a benefit to our Higher levels dealers that they can add to the the package.
Speaker 1: 5:27
Oh, okay, okay. So is it a part of it's kind of a part of their co-op plan with you? Yes, okay, cool, cool, okay. So I'll say that's another thing. One of the biggest issues that I see contractors is they really do not take advantage of their co-op funds until December the 29th. And then they're like, oh my gosh, I've got to use four thousand dollars. So I'm gonna order a bunch of pins With my company name on it and I'm like, oh my gosh, you could have used this towards digital. You could have used, you could have done so much more than just utilizing that for promotional products. So make sure that you're working closely with your distributor, manufacturer, whoever you're getting your rebates from, and really make the most of those relationships so that actually helps reduce your cost, your actual out-of-pocket costs for marketing. So, or be like I love to see you just add it to the top. So if they're gonna give you four at, it's what you are ready gonna do. That's my favorite place to see that added as someone that loves to see those good marketing budgets on there. And again, we I want to reiterate this point Google reviews are very important. If you're not automating that process, there's there's very few reasons to not automate it and on the AI side of things, I was watching yesterday, a couple of vendor partners are releasing the AI integration to automatically answer your Google reviews with true sentiment Meaning if it was a good review, it gets good, it gets a good response. If it's a bad review, it gets a good response. Uh, I got an appropriate response for that. So, with these Google reviews, if you haven't already connected Um with a partner to help you automate that, you should do that. Let's say, you've been doing this for a minute and you've, you've got this part down and you're like, ah, crystal, give me something deeper than that. Why don't you take it to the next level? Start asking for video testimonials, start asking for Ways that you can utilize these reviews and go to the next step the video testimonials that you then share on social media, that you put on your website, that you do all kinds of cool things with. That's stuck next level stuff, right? Also, making sure that, if you've got multiple locations, that the reviews are going to the correct google business profile and that you're actively answering their reviews with words that are Important for SEO. So thank you for letting us come out to Dallas, texas, and repair your Heating system. We were honored to be a part of it. Like you, can really work on those, so do not sleep on the google reviews, okay, so I know that was one that was really good and then you shared. There was another one that you really like to do and I'm gonna say this um, and you can tell me not to not to say this, I think a lot of what you brought up today is for a newer contractor or a contractor that's been in business for a whole me, like they. They they were in business before the internet, and so adopting to some of these things has really been a challenge, because your second one is going to kind of be a no-brainer for a lot of people, but for the new people, I really think we could spend some time here. So what was that second one that you were telling me about, ashley?
Speaker 2: 8:21
Uh, we have a partnership with online access and it really is a competitive advantage in some of the smaller rule areas. So, not necessarily a younger contractor, but maybe a more rural contractor, uh, or an older generation contractor that has used word of mouth for a very long time, uh, it, it exposes you a little bit further and, with the markets it's experiencing a little bit of a lull or change in the economy, it's so important to have that, even a baseline website. So I feel like online access makes a great partner from small to big. Uh, because they have plans that encompass all of that. Uh, it's, it's been, it's been great for some of my contractors.
Speaker 1: 9:12
Yeah, so I I reiterate some of those same sentiments. Um, online access is great for a lot of contractors. Um, I will say this that I do agree 100 percent. If you do not have a website, let's start there. But those of you that do have a website, to Ashley's point here, it really is a game changer for those of you that really start investing and being intentional with your seo strategy, your website strategy, as far as, like what it looks like, how, who you're using your URLs that you have attached to it. So you know there's lots of opportunity there for the website side of things to be, um, a lot more indicative of success. So I have contractors all the time that'll say Well, I mean, I created five million dollars, eight million dollars, 15 million dollars with very little marketing budget. And you know what my answer to that is man, imagine what you could have done with a marketing budget. So, imagine, so, yeah, so if you, if you did $3 million without even working hard, imagine if we would have thrown a hundred thousand dollars out there and actually ask people for their business.
Speaker 2: 10:12
Right.
Speaker 1: 10:12
So a lot of that is just, you know, being intentional and I say this all the time to what got you here won't get you there All of a sudden when you're trying to hurdle $10 million and $15 million a year. So remember, in 2023 you got to do that. If you did 10 million in 2023 to grow in 2024, you've got to do that same 10 million plus. So it's not just you got to make up the incremental right. Sometimes I have to say that out loud like you got to do that whole 10 again. You know to get over it and so a Lot of important things here's. I feel like websites are the most controversial soap opera, like Areas of our business in the marketing side. People think Livingsea does websites too. They think we do them and we do not. We actually are like you know. We help, come alongside the contractor and help them choose the right vendor partner and then make the most of their marketing budgets. But Websites I don't sleep on websites. You have got to get one. You have got to hold your vendor accountable. You've got to work with great people like online access that help you get in there, own your content. They're constantly working on search engine optimization for your city and your weather, and your equipment and your offerings, and so please do not rest that oh well, I got a website partner. Start really holding them accountable and giving them information. So if you are doing something cool, give them the information. If you're a 20 million dollar company and you need to go to the next level, then start going to the next level by working alongside those digital partners. They're not your enemy, they're not trying to take your money, it's just they probably don't have enough information a lot of times to pivot when you need them to pivot. So, and listen, I've come across some, some Shady, shady pants, people, and so websites are so true, so cringy, so don't. It's one of those things like don't be afraid of websites, but, at the same time, be cognizant that you're not a web developer, so let them do what they do. It's always a tricky situation. Do you have a specific example? Actually, like someone that didn't have one and then they, and then they got a website.
Speaker 2: 12:16
Yeah, I had top tier out of Blaine, minnesota and they are. They had their website go down and the company wasn't willing to get it up immediately and they have a really strong, growing presence in the metro area. Online access headed up within I think it was a day and a half and a new partnership that has been highly successful awesome, awesome.
Speaker 1: 12:43
So a lot of you value things in a website company. Here's what I value transparency. I Value the ownership of my assets. I value the them being able to pivot quickly, so I don't need them. I do not have a 24-hour expectation, but I don't have a two-week expectation either. So you know setting realistic and clear explanations. When we interview client digital companies for our clients, I always like to ask, like what is your turnaround time? What is your contractual agreement? Do I own all of my assets? How often do we meet for reporting? How quick can you make changes? Like those are good things that you can ask that help you make a decision, because those are good differentiators for you. If you really like two companies that you've been interviewing for your new, your whole digital presence, just those questions alone will probably help you make a decision there. So, okay, and you told me another interesting thing about Gustaf Larson that I want you to expand on and tell me a little bit about. And it's this internal business coach that you guys provide. Tell me about that a little bit.
Speaker 2: 13:45
We have a gentleman named Bob Miller and he's worked in HVAC for a very long time working with our contractors to understand their financial situation. Like I said earlier, we Often have technicians become owners or just owners that don't have strengths in their financials and maybe didn't choose the right financial professionals To manage their books or maybe internally didn't hire effectively, and we bring Bob in to support them on their journey to become successful in working with Larson and in their business.
Speaker 1: 14:25
So, yeah, so you know, I know a lot of you that are driving and listening right now. You know, probably have a business coach, or maybe you've been thinking about a business coach. I will tell you, business coaches or just just a good business advisor Will change the trajectory of your business, especially if you kind of knock yourself down a little bit. This is gonna sound so contradictory to what you want to do, naturally. Okay, and another thing that I think these financial I'm sorry that these internal business coaches are good for is operations. A lot of times there's just holes in places that you don't see it. But you start off like who cares about age of equipment? Who cares about the model and serial number? Or when I installed all this, like eh, and then all of a sudden you're a $10 million company. You're like dang, I wish we could track age of equipment, I wish we could track people with their warranties or that who has this particular style of equipment, and you'll wish that you started off better. My sister and I are starting a pest control company right now and we're trying to build this business as if we're a $10 million company, because we know, in the grand scheme of things, when we start really spilling over into growing larger. We'll be glad that we went through the torture that we feel like we're going through right now. So, actually, what are some other things that you think make people a good contractor partners with good stuff, larson? Like what are some of the characteristics of those contractors that you think really separate them from everyone else?
Speaker 2: 15:49
I think we're coming into an era with Larson that we can really offer the business support. We have came in and out of that. But the team that's being brought in right now is really dynamic in their backgrounds as far as HVAC and business and marketing and being able to leverage internally what we not only do well as a distributor but as business owners, can come side by side with us and utilize our resources really as a territory manager or a business development manager. Supporting and leveraging your co-op and marketing funds and your additional benefits that you get from the organization is a hand holding for some of the contractors to make sure that it is utilized. Some of the bigger organizations already have that in place. To add to what you said earlier is I think some of the most successful guys that walk into the business are the guys that already have the business foundation created. They have the P3, they have the field edge. They have the you know the FSM software established. They have a website built. They have a marketing plan in place. They've maybe done a business plan already. There was a gentleman I met with earlier last year that became an American Standard Dealer with us and when I met with him he already had his logo on a hat, a logo on a jacket. I said how long have you been doing this? He said oh well, I start on Monday. And I said oh, my goodness, I am so proud of you.
Speaker 1: 17:35
Yeah, we're working with a client right now that has not even opened his business yet, but we're already doing branding and setting up social media channels and email platforms and I mean I'm like he is gonna start off 10 miles ahead of anyone else. Probably that's ever started at this point.
Speaker 2: 17:52
You know the guys in the market are like where did he come from anyway? Where, I mean, you know, because he came so established feeling and that really adds a competitive advantage when he goes in with his clients or potential clients.
Speaker 1: 18:08
Yes, absolutely Well. Another thing that you kind of mentioned is you know I've been to a Larson event and you know you're all sitting in a room and I wanna encourage contractors like look around, you wanna be, you want to be the odd man out of your group? I am always looking for the group at those events that are, if I'm five million, they're 10 million. That's the group I wanna be in. I rarely wanna be the big shot. So, like everyone's, like let me just get a little gossipy here. Like you'll walk around and you're like this dude is doing $7 million and he's sitting over here with all these $2 million dudes touting how good he is, instead of spending his time with people that are doing it better than him and figuring it out. Like, let me go over there, don't? You don't have to be the big shot in the room, cause number one. I promise you there's somebody else, probably close to that room that's doing what you're doing and doing it better. But also, yeah.
Speaker 2: 18:56
There's a thing called. It was years ago I heard a speaker called Life as a Theater. It was by Brian Parsley had presented it in a staff development group. And Life as a Theater, meaning you close your eyes and you imagine this theater and think who's in your front row, who's in your back row, who is up in the higher level of the theater, and the people that you surround yourself with is what you become.
Speaker 1: 19:26
You know you're the sum of the closest five people to you, or something along those lines, and you know I cannot express this to people enough. I partner with contractors every single day that start with me at one million and today they're at four and five, six, eight million dollars. I partner with contractors on the same date that are at one million, that today are at one million dollars. So, and it's because it's a mindset like marketing can only do so much, operations can only do so much. You know social media, a mascot, a rap truck, a rap band, even heck, even your distributor, your manufacturer, those people can only do so much. It's gotta be your mindset, your work ethic, your energy level to move forward. And you know you partner with great people and so, no matter who you're partnering with, utilize their resources, go to their events, participate in their trainings, better yourself, grow yourself and therefore your business will grow. And it's just, it's not rocket science. More than anything, you gotta have a little umbil pi and sit back and be like I don't know everything. I can learn from others. Also, many of you have good things to share. Many of you have learned out of pain comes progress. So many of you have access. Like, hey, let me tell you, I made the mistake of not updating my pricing for two years and then, when I went up, or I made the mistake of my maintenance program being this and I should have done this, you know, I made the mistake of going with this vendor and I should have gone with this one. Those are all I call it. I say this when you go to conferences or shows or anything like that, you know where most the learning comes from Around a dinner table or a bar high table, the conversations, the networking. So LimitSeat has a conference coming up. We're recording this a little bit before our conference comes up, but you know, at that conference, yes, I strive really hard to have good content, but really, do you know where the majority of the relationship building and the ideas come from? Is those networking opportunities? So well actually. Thank you so much for joining us and just chatting with me. And if someone wanted to reach out to you about more information about Larson or anything like that, what is the best way for them to reach out to you?
Speaker 2: 21:33
Email me, ashley, without any a-s-h-l-y dot. Hues h-u-g-h-s at g-a-larsoncom.
Speaker 1: 21:42
Perfect and we'll have that all in the show notes for you guys. Ashley has been an absolute doll. The Larson is Larson partnership is a great thing. Limitseat really enjoyed paying a small part of some of those activities. That mainly thanks to Colleen at Online Access. She connects us. She's quite the connector in the trades there. Online Access is a great company as well. We'll also list a link to their website in our show notes. Rachel will make sure to do that for me. But, most importantly, thank you so much, listeners, for listening to another episode. If you really loved this, because actually we're great, we're very entertaining for these 20 minutes. Now we would love to get a review from you, whether it's on Facebook or on wherever you're listening to podcasts right now. Please let us know what you love. If you don't love something, just send us an email, but we would love to get some reviews. Go like us on all of our social media channels. Guys, we hope you have a great West of your week. Here's to growing a great business in 2024. We appreciate you, guys. Thanks for sipping some lemonade. We'll see you soon.
