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Three Pillars to Build Your Business On

As a customer service coaching company that has had the chance to work with clients all over the world in the home services industry and other industries, we find that those we serve are typically after at least one of three things:

  • A Stronger Culture
  • A Better Customer Experience
  • Growth

One business owner put it this way in terms of company culture: “When we do surveys of all our departments, customer service is always the most dissatisfied with their jobs.  We want to change that.”

Another put it this way regarding customer experience: “I just want my people to sound more pleasant to talk to on the phone.”  Another said

“I listened to our phone calls recently, and something has to change.”

Others have said concerning growth that “we just need to book more calls” and “it makes no sense to keep paying for advertising like this when we are not booking the calls already coming in to our office.”  Most recently, I asked a potential client why they wanted to invest in customer service coaching.  His response was “I need to train my office to sell more maintenance plans.”

These consistent experiences of meeting people who want to elevate their culture, customer experience, and growth has led us to focus our approach more on helping companies achieve these outcomes.

Providing Outcomes – Not Products or Services

While it’s tempting to jump right in to building a strong culture, customer experience, and plan for growth, there is a mentality you first need to adopt.  This mentality should be at the foundation of all three of these elements.

You see, your business, and our business, exists to help people achieve outcomes – not purchase products.

As an HVAC contractor, you are not in business to sell and fix HVAC systems.  Customers do not care about the system itself or all the parts and features!  What they care about is being comfortable and stress-free in their homes.

Your services simply act as the vehicle to get your customers from where they are now to where they want to be.

Consequently, it is the outcome mentality that we need to adopt before jumping in to making plans for our culture, customer experience, and growth.

Likewise, for us, we recognize that people do not sign up for our coaching services because they want to spend time every other week with a coach (though they do enjoy that time).  They sign up for our services so they can get from where they are NOW (poor culture, average customer experience, and frustrated growth) to where they WANT TO BE (empowering culture, WOW customer experience, and consistent, predictable growth).

This outcomes mentality is the foundation of these three pillars on which to build your business.

A New Perspective

There is a plethora of information and coaching out there on the many “pillars” or “foundations” on which you can build a strong company.  Truthfully, we know we are not the first to offer such a solution.  Our hope is to offer a new perspective and vehicle you can use to build your business, and we are eager to see what it does for you.

Over the next four weeks, we will be sharing with you stories and tips you can utilize to achieve these three outcomes (culture of empowerment, WOW customer experience, and growth) and build your business.

In this article, we will be talking about culture.  Next week, we will talk about customer experience.  Then, we will dive into business growth.  Finally, we will conclude with a summary and plan for putting it all together in your business.

Keep your eye out for videos to come on the subjects as well.

So, to kick things off, let’s dive in to creating a culture of empowerment in your company.


Zac Garside believes in giving a voice to the ones that can change people’s lives.  He works as the marketing manager at Power Selling Pros and lives in Logan UT with his beautiful wife and son.  You can get Zac talking for hours if you talk about the Philadelphia Eagles or anything by Simon Sinek.