On the mountain I asked Jason Amato about the psychology of the owners he talks to. I told him I present Avoca as value: use this, drive more revenue, if you can finish the rest of the business that comes with more revenue. He said no. It is literally all about trust.
His install story, in my words on the airport tape: the owner hears material and labor. One shop is $75. The guy down the road is $50. If they think the install is the same, they take cheaper. They do not see the premium. They do trust the relationship.
What that does to go-to-market
If owners buy trust, then my job is not a louder economic case. It is to be in rooms where trust already exists, and to leave a public trail so the next owner already knows me. Capture the conversations on video. Chop Friday’s first podcast. Use the Bierstadt footage. Put it on a site.
Dennis added the plate-taking version: tell them you are taking another thing off their plate. Missed calls after hours. That is money. Frame the title from their side, not from Avoca’s org chart.
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