The Vault Unlocked - Why Most Home Builders Struggle With Cash Flow (And How the Best Fix It)

Episode Date: September 10, 2025

Most home builders don't fail because they can't build homes. They fail because they can't build systems. In this episode of The Vault Unlocked, Kayvon Kay interviews Grant Fuellenbach of Go First Consulting, who helps builders and remodelers integrate AI, CRMs, and practical operations tools to streamline their businesses. Together, they delve into why 90% of contractors go out of business, how to uncover the real 2 a.m. problem (cash flow and payroll), and the three-step process Grant uses to transform chaos into clarity. Kayvon also coaches Grant on refining his elevator pitch and selling to the deeper levels of pain every entrepreneur faces. If you're serious about scaling your business or want to learn how to sell with empathy and clarity, this episode delivers.

You're listening to The Vault Unlocked, where the real secrets of success are revealed. Every episode, one founder, one confession, one strategy that created income, scale, and unstoppable growth. The code is cracked. The vault is open. Today, we have Grant Fullerbach. How are we doing, Grant? Hey, doing well.

Doing well. Can't complain on this. Awesome. Awesome. Where are you located just so we know? Yeah, I'm into Fort Collins, Colorado. Okay. Awesome.

Awesome. Now, as we get into this, we always start off. Tell us a little bit about what you do, the product you have, service you have, and we'll go into it. Yeah, absolutely. So I own and operate a company called GoFers Consulting. We are relatively new, started at the beginning of the year, but we help builders and remoders essentially systematize their ops using like practical AI and different tools. Okay. I love this.

So consulting service, working with builders. So we're talking like home builders and stuff like this or? Bingo. Yep. You name it. I love this. So home services. So where home service is and you're getting them into AI,

helping them with AI operations software? You got it. Yep. Tell me, I get it, but I want to know more because what does that mean, right? Those are all vague. So tell me exactly how you, I love the business because I know that this is a big business. So that's why I'm excited, but let's take a step back. My background's in VDC or like visual design construction and Comptech.

So I've been in tech sales selling construction software for more than over a decade at this point. Okay. I love it. Okay. And so I have pretty extensive familiarity with both residential and commercial construction. And through that experience, my, my role. in the companies I've worked for generally around like revops, director of sales ops. So I'm implementing a lot of tech for sales teams and marketing teams.

And through that, I noticed, well, just in the industry, I noticed that there's this tremendous gap between, you know, builders who are doing amazing work and actually running a solid like P&L or forecast or training their sales team on how to actually use their CRM, right? And so I dove in headfirst into that, just ultimately helping these guys alleviate some of the issues with what's called Leadflow and SalesOps. And then that expanded into basically all challenges.

So everything from Leadflow all the way to like talent and workflow or workforce management, right? Okay. Let's help you out here because this is just what I'm getting here. So the traditional bias, which I believe is to be true, right, these guys that own these building contract companies, they're just builders at heart. They're not actual business owners. They just want to do the job.

They want to get the teams going and that's where their focus kind of is. They don't really know how to build this system. I mean, this build the systems of the business. So when you're talking about the CRM, I was kind of, what's he talking about? and then it got to me. You mean you're helping them actually implement CRMs into their businesses so they can actually take leads, convert those leads and turn those leads into customers that they can actually build for.

So you're talking about business operations, right? You're talking about sales teams. Their sales teams, they don't know how to run sales teams. They're business. They've never learned how to build a, let alone build a business, run actual sales team. So you've come in and you do the tech side of that stuff. You nailed it. Exactly.

Yep. So they can see reporting, they can, it sounds like not just reporting, but making sure the operations, the systems, things are firing, salespeople are supported, lead flows there, understanding from lead from opt-in, let's call it, or for the moment they say, I'm interested all the way down to the sale, that the sale happened, did it not happen? Is that correct? Yeah. And now you've tied this into AI. Yep. Yeah. So a lot of those, the one big, I would say, like hook that I use is, it really doesn't matter what CRM you're using as a builder. We're not asking you to replace your tech stack. All the AI and the practical systems that we implement work alongside the tools you already have. Okay.

Is the AI that you have, is it like, is it a system that you guys built or do you guys build the AI for their system? Yeah. So it's actually just me. And I've built all these different. Have you ever heard the term vibe coding? vibe coding. Yeah. Yeah. No, tell us. What is vibe code?

This concept that you could take like an AI model and just talk to it and tell it an idea and it would actually code it out. It would build it out as it was a developer, right? Yeah. And so a lot of these tools that, you know, I've kind of brainstormed that work alongside these CRMs and whatnot, I've just built using vibe coding applications. Okay. Okay. So we now have an idea of just so we're clear here. We know who you go after. You go after home builders. And the problem you solve is business, I guess a business operations, logistics, really all of things that a typical home builder who owns a business doesn't want to deal with. They might not even know the problem even exists because they really have no idea. Is that correct? Yep. So what's your client acquisition strategy? How do you acquire your clients? I, you need to you. builders, how do you sell them? Tell me about the sales process. Great question. So the number one way that I've been able to so far is through lead magnets. And I found a channel on the NIHB or National Association of Home Builders, which is the biggest association in the U.S. And I literally,

every two weeks, I just drop a new lead magnet, which is basically just a new tool, right? This is fascinating. I'm so fascinated already. When you say this association is like, an online community? Yeah. And then there's also in, so every more or less larger county has its own association too. So you're actually in person. No, no, no, no. I mean, I can go to the Larimer County or the Fort Collins and HV.

I think it's called Noco HV. But, but these, but there's like an online community or something like they, they all huddle somewhere online. Yeah. So you're going online. So you're getting free traffic is what I'm hearing here. Oh, yeah, yeah. So you're going online and every two weeks, you're just dropping value with a little authority. Yeah, yeah.

And saying, hey, if you're having issues like this or, hey, did you know X? Get them hooked. Oh, and then what? And then basically I kickstart them onto a discovery call where I walk him through my three-step process. Do you have, this is great, before you get. I got them on a discovery call. Are you sending them into DMs? Are you like DM setting?

Yeah. So I use a lot of like drip campaigns. And then I have, somebody said it. I forget who said it, but I like this idea of like constant gentle pressure. Right. So like through email,

LinkedIn, for different texts even occasionally. Basically, I also have a newsletter that I create through AI and whatnot. but I keep them in the gauge. Yeah. Yeah. Yeah.

For everything that I release. This is called list building, just so we're clear. So you're list building. You're getting their email. You're getting the first name, last name, and then you're putting them onto a list, and you're constantly speaking to them at all different levels of awareness. And you're building a list.

That's what you're doing. You're building your email newsletter list, okay? And then in through that, you give them a helping hand. which says book a call, book a strategy call. That's right. Who's taking those strategy calls? You or salespeople? Me, yeah.

Okay, because you're just started. So that makes sense. And then they get on a call and you say you use a three-step process. So I was like, oh, interesting. What's your three-step process? Yeah. So the discovery call is I basically just get a high level of where they're currently at, you know, and just talk them through this.

And the three-step processes, I do a diagnostic. or actually I don't I invite them to the diagnostic and it's a 70 it takes about 75 minutes it's a pretty extensive calculator form thing but it does a deep deep dive into their business so their tech stack their org chart who are their ICP how are they going about client acquisition how are they finding talent everything right and then through that I mean if they've already filled out this form, I know that they're vested in the process. Yeah. Then the second step is I take that and I run it through an AI model that says,

where are the risks and where's the like issues in order if they're going to continue, you know, growing as they're growing. And then based off of that, I, well, first I, the second step is I enroll them into a, we do, sorry, let me back up. So they do the diagnostic. We do a assessment review. or basically I take the results, walk them through, hey, here's your risk, here's how I can help, yada yada.

Then the second step in that is called a map, and I call it a mutual action program. Basically, it's about a six-week program consists of about six different modules that each have different assets and tools in them. That costs 5,500. And then after that, I enroll them into a builder, Academy, which is kind of like an agile project management phase, if you will. And that's a three.

So I'm here at a three step. This is what you're saying is a three step process. On the call, your only job then when I'm hearing is the first call is discovery. Is this the right client? And do they have a problem? If I discover that they have a right problem and they are my right ICP, so let's talk about that. What is your ICP?

So mine is basically builders who are over 1.5 million in ARR. I love it. Like most people, right, don't even know that. Like home builders that are doing at least 1.5 million in ARR, right? What else? We got to have another one. What else? I don't know.

I don't know home builders. So I don't know what else would have been. Yeah. One is if they've invested in a CRM like job tread or builder trend. those are the two bigger ones that are usually pretty pricey. And they're having a good time with it. They're not having a good time with it or they don't even know. It doesn't really matter that much.

Most of the time they're not having a good time because. Yeah, I figured that. But I love this. Like, I love it. And this is why you're probably doing some. I can tell you're probably doing okay right now. Yeah, yeah, I can't complain. Yeah.

The reason why, people, how can't keep on? hotel very simple. You know your ICP so well. You already knew what it was. And if you know your ICP, you know how to speak to them at every level. So your ICP is very clear to me. Are you a home builder? A, do you have A.RR at 1.5, I believe you said, $1.5 million AARR, right? And did you invest into the CRM? If you don't have these three things, I don't help you, I can't help you. I don't want to help you. Amazing. So now we've identified that those three, those three things happen on that discovery call. You then what? You offer them a diagnostic. You say, hey, come fill this form out. Correct? Yep. Exactly. Do you charge for that? No, I don't. Why not?

Because I realize that it's the way that I pitch it or the way that I've presented is basically, whether you want to move forward with me or not, this is basically a resource that you can use to get a better understanding of where your gaps are at. Do you sell anything on that call or is the next step just the diagnostic? Yeah, usually the next step is, yeah, exactly that. I have a channel partner network.

So if they don't have a CRM in place or if they don't have a handful of these other tools, but yeah, usually I don't sell anything. So they go, okay, and then they get out the phone and they got to self do this. Like, you're not doing this for them. They're going to go input this information into the form. You wait for the form. You take the form.

You put it through AI. AI gives it spits out what you need. And you book a second call? Bingo. Yep. Do you book that second call in that first call to confirm? Yeah. Yeah.

So I usually ask them, I walk them through the process. And then I'll ask them how long it will take them to do that. or if they can get it done by the end of the week. And then if they agree to that, then I say, all right, well, I'll tell you what, when we schedule our next follow-up call to review the assessment next Monday. And then you use that second call,

step two call, to give them the outcomes, and then you upsell them into a $5,500 product. Was that product again? The map, so mutual action plan. So, hey, here's your problem. Here's what's going to happen if you keep going down this road, right? Here's a map of what you need to do to fix it.

Is that correct? Yep. And that's done with you, done for you, done do yourself. That one is a little bit of a combination because I jump on one call a week with them to basically walk through the tools that they have available that week and like how to implement them how to get some consistent and it's all i have tutorials on all the tools um so it's a little bit of hand holding but most of it is done for them okay i like that and then at the end of that the ones that actually implement and that you see that are actually doing

the work showing up those are the ones where you offer the next level where what they bring you in to actually do the heavy lifting to do the consulting. What are you doing at level three? Yeah. So from there, basically I have a really strong idea of where their gaps are. You know, the tools are,

the tools are very helpful, but they're not a solve all. And so basically from there, we put together kind of a scope of what the next six months look like. Yeah. And, you know, I even have like a,

if you're familiar with like agile, there's like a thing. Yeah, I know agile. Yeah. print points, you know? And so I kind of even have my own currency on how I dictate, like how much things are going to cost in that currency.

And then we, yeah, we basically just take it from there. And then what's the third offer? Like, what's the? Oh, yeah. I just call it the Builder Academy. And what does that get them? So that gets them basically two meetings a week with me where we go through, you know,

at the beginning, we're talking about what's going to be built out, how they're going to use it, and what they're accountable for, like what I need from them. Yeah. The week, basically a synap or just an assessment of review of what's like a checkpoint of what's. Like a checkpoint of where we at, what's going, what's working the roadblocks. Yeah, yeah, yeah, yeah. So a lot of that part is actually taken from like EOS.

Yeah. Like 90. And we have us, we actually built like kind of a replica. of 90 and that I can track all the KPIs off of. Yeah. And you have like rocks and stuff like that? Yeah. Yeah. Yeah. Okay.

And it's and I'm assuming it's working well. Like the people that are going through it, loving it. It's going great. Yeah. How much is that third product? You have 5500 and then how much? So generally we're looking at like an average of maybe like 7,500 per month.

Okay. Oh, a month. Mm-hmm. Nice. Okay. There we go. Okay. So I built out four levels in the Builder Academy. Yeah. And it's basically a roadmap. It says, you know, you're here at phase two. In order to get to phase three, you need to do boom, boom, boom. Here's how long you take. Here's all the things that you need to do. And so I already have my task list in front of me.

Yeah, I love it. So you're in an elevator. someone says what is it you do grant what do you do what do you say yeah i help builders build better systems for their business i help builders build better systems for their business how's that work out so like um so i actually did a little bit of a role play um can i just kind of start over instead of doing an elevator pitch can i uh just say like yeah um hey kvon i uh thanks for taking this call. I really appreciate it. So prior to this, I had a chance to actually look at your portfolio, look at

your Instagram, and you make some kick ass houses. I can absolutely tell you are a world-class, if not best-in-class, builder, at least in your area. But I have to ask you,

and this is just a hunch, but I'm going to assume that your backend systems might not be as buttoned up as the projects and the builds that you deliver on. Yeah, I can say that. What do you mean my back-in system? Sorry.

Yeah, yeah, no problem. So basically, like, your sales process, how you're getting leads, how you're tracking all of that and your forecasts, and also, like, how you're finding your subs and your talent. Yeah, yeah, yeah, yeah. Okay, yeah, yeah, yeah, it's quite a bit of a mess for sure, yeah. Is that like, so obviously you're doing something right or you're doing a handful of things, many things right, because of the quality of projects that you're working on.

But, you know, apart from me just having this random conversation with you, has that been something that you focused on in the past or that people have helped you kind of identify? No, it's not really a big, I don't find like a big deal for me anyways. I mean, we got so many projects on the go. I can't even keep up. Yeah, absolutely. How are you finding those projects? Is it like word of mouth or are you spending?

I'd stop you right there. Stopping you right there. Because now we're doing some sales training here. I love it. You're asking about the project, but I just gave you something. I can't keep up. Yeah.

I did that on purpose. They gave you gold. Gave you, whoa. What do you mean? And don't assume this is where a lot of salespeople go wrong. they assume they just think even if you know you know because you're an expert you can't tell them where things are going wrong because of golden rule when you say something it means something

when they say something it means everything so the only way to get them to say it is by asking the question whoa what do you mean by can't keep up what does that mean to you oh well it means this and that and go how long's that been going on for good if that wasn't an issue could you build more homes? Nice. Yep. Do you see the difference there? Now, I want to go back to the elevator pitch.

Yeah. Because you didn't like that, but the reality is you're going to be around places. People are going, what is it you do? And I help builders build better systems. Like, I wish I had the button. It doesn't work. But let's figure out what does work. What about AI?

So this is the other thing. It's like I help builders use AI to. No, we're going to change it. This is one of my biggest, biggest things. It's either as a result of, meaning as a result of what I do, here's what I do,

or did you know? And I love the did you know or do you know. So how do you relate to them? Do you know how most builders are building? I don't know your industry. So you're going to have to help me out here, but do this work with me?

Do you know how most builders build like, I'm going to say the best quality homes, whatever the word of verbiage is, right? You know, a million dollar homes, but the back end is a mess. or what's the pain they're in? Do you know how most business owners, builder business owners, right?

Stay up at night wondering when the next project's going to come and or if they can even complete the project on time. But what I do is I eliminate. I've created. What I do is I help implement AI so their projects not only are on time, they get completed actually 80% faster than most builders. in the space. Now do I have your attention? You're not telling me everything you do. What you're telling me is, I know your problem. I have the solution because then the next question is, how do you do that?

Yeah. Well, how I do that exactly this. I work with builders and then you get into it. I love that. That's the pitch. Yeah. So do you start? Do you know or did you know? Yeah, it's either do you know or did you know. Or you can say as a result. So what does he do? Well, as a result of, right? As a result of business owners always being frustrated, you know, business, um, home builders, you know,

not knowing when the next job is coming. You got to figure out what that pain is. Or as a result of the business of, uh, home builders, right, uh, not being able.

I almost think job completion is probably one. I don't know anything about this industry, but I'm thinking most likely job completion is probably one of the biggest issues they have. Oh yeah. Right. So as a result of job completions not being done in business owners, you know,

suffocating or being, drowned by, you know, the bombarding of that as a result of I've implemented an AI system that helps and get the job done faster, cleaner, more effective 90% of the time. That's it. Get that, get that out. Like, whatever that is, now that, because the only thing your job is there is not to sell yourself. There's where a lot of people think, I got to sell them on the pitch on the other bit. You really think you're going to sell someone on a $50,000 or $5,000, $2,000 and 30 seconds? No, what your only job is to get the second question that comes out of their mouth. after what is it you do is how do you do that yeah I love that that's super and then you have them

hooked then you can take them to what you were trying to do with me ask them about questions yeah right but you'll tell you what you're doing I know we're on that podcast we're trying to jump into it coming you know coming to the end here you were already trying to dictate where it should go yeah which is the wrong thing to do you should just be present and ask the questions and let them dictate where they where it should go in the terms of what their problems are. So you were trying to force the problems onto me instead of just asking their right questions to discover what are the real problems this person has because here's what we do know. You know the problem they have is they have broken systems.

They don't know how to hire. They don't have metrics. They don't have the thing working. They don't know when a lead comes in. They don't know when the project's coming complete. They're running around with their head cut off. But again, if you tell them that, it doesn't mean anything. And now here's the thing.

They don't think that's the problem. They guarantee you, they think I can't find the right people. Or they think, oh, my clients are a pain in my ass. So if you sell them systems and AI, they're not asking for it. They don't know about AI. They don't know about this. They don't want to pay for it. I don't want more headaches, not knowing that that very thing is the thing that's going

and get them to where they want to go. So the whole golden rule in sales, you sell them what they want. You give them what they need. Sell the vacation. That's, sure. That's an old way of saying it,

but like for me, it's actually sell them what they actually want because they might not want the fucking vacation. Yeah. They might not want a vacation. So why am I selling my vacation? Right? I want to sell them what they want.

So in my industry, 90% of the people I speak to think, if I have a closer and a setter in my business, my life will change. So there's everyone selling. I'll place a closer and a setter in your business and your business will change. That's not what they actually need. They actually need what you're talking about. They need the right systems. They need the right process.

Because they don't even realize getting the right closer in is not going to solve their problem because the closer is going to leave because they don't want to be hanging around with the broken down systems. Yeah. But if we go to the market and I said, I'm going to help you find the right. system so you can find the right no i'm not interested i don't think that's my problem it's the same thing here and i can only imagine again now i'm projecting never project your own bullshit but i'm not you're not my prospect and not i'm selling you so i'm a lot of project whatever i want i can only imagine the stubborn kind of pig-headed type of guys you're dealing with the business owners and i'm not saying that in a bad way i'm just saying that's their mindset is like they know what they want nothing's changing

AI, what's AI? I don't need AI. So why are you selling them that? I think because they, even though they are stubborn, like it's such a hot term nowadays. 100%. They're familiar with like chatGBT or 100%. So you're not going to sell them AI, but you're going to give them AI. Yeah.

Yeah. So sell them as a result of AI, though, as a result. So what at so let me ask you this. What is the number one? because we didn't even ask that. What is the number one pain that these most, on average that these builders are in? What's their number one?

The 2 a.m. problem, the thing that keeps them up at night. Yeah. Let's see. Let me see if I can reframe or like a thing. No, no, no,

no, I'm asking the question. Yeah. What is it? It's distrust in marketing. It's distrust in an agency or a lead flow, if you want to call it that. It's these guys are.

Hold on. Hold on. Hold on. I love this. Grant, I love this. I just don't want you to go down the wrongy rabbit hole here. Yeah.

Because this is gold here. Okay. Their number one pain, their 2 a.m. pain. Yeah. Is they don't trust marketing companies? Their 2 a.m. pain is that they, they think they're losing money in their,

by, uh, in a, in a marketing company. They think that they're getting the right leads. They think that they aren't getting the right type of projects. Okay, hold on. Now we're getting somewhere.

Because I'll tell you right now, their 2 a.m. problem isn't that they don't have the right marketing company. I can tell you that. Their 2 a.m. problem could be, or hey, I'm not getting the right projects. Okay, I might believe that. But what is there? This is back to your ICP.

what is our actual The root problem, I guess, is that they can't pay their people. Oh my God. Okay. We're getting somewhere here. We're not cutting this off, by the way, even though we're supposed to, we ain't cutting this. We are bringing this on because this is gold. This is the real deal here.

You've just said it. They wake up, they stay up at night, wondering how they're going to pay the bills. Okay. So what's the stat? I guarantee you. If you did enough research, there is a stat that says somewhere. Do you know how 90% of home builders go out of business because they can't pay the bills for the next day? Well, what I do is that's what you're selling.

How do you do that? How I do that very simple. I implement AI in sales process and tools. So we know exactly where the projects are, how they hand, how they get completed on time, how to pay your people, making sure you're not overpaying for all that stuff that they want to hear. But you don't have their attention yet. You got to get my attention by like, whoa, you're right. 90% of home builders, just like we know this, what do they call it, developers, developers,

people think, oh, you make billions. They make billions, but they don't realize they're also worth negative billions to any given day. Right? And that is scary as hell. So these builders, you know how builders want to keep getting jobs and no matter how many jobs they keep getting? They still feel like they can't be the bills.

But what I do is I make them X. But what I do is I make sure that they never feel that pain again as a result of putting in the right people, tool, structure, and processes. So they know exactly where every dollar is going and every dollar is coming out. Yep.

In fact, business owners who work with me, not only end up having three months cashful, they actually end up six months cashful advance, knowing they have six months to survive on the current cash they have that doesn't even include the new business I generate for them.

Amazing. Do I have your attention now? Yeah. Oh, hell. Is that a little bit better than I help business owner build better systems? Absolutely. Yeah.

Grant, you've been great. That made my, You've been great. This has been great. But do you, but here's, here's where I got you wrong. I thought you knew your ICP. You do now, but you missed the one biggest thing. You know who you wanted to work with. That's one, but you also need to know what's the deepest, not the one deepest thing that keeps them up on night. That is their biggest problem, the thorn on their side, the thing that makes them like just crawl, their skin crawl. And from what we gathered here today, which I would see it because we're talking big dollars,

a lot of contractors, blah, blah, blah, blah, blah, blah, is they don't know if they can pay the bills the next day. And you solve that problem. And to me, that's a massive problem. And that's a massive solve. Because I know if I was a business builder and you're telling me that I get to go to bed at night, not having to worry. If I can pay the bills, I'll know exactly where I'm at,

a cash flow sheet. I know how many days I have to do be exist. I'll tell you this why I said cash flow. See, I was in business for six years without a cash, like an actual real cash flow. I had P&Ls and all that, but I had no idea when in my head I had an idea of when I would go out of business, but actually on paper. And what I thought was six months and ended up being 12 months. 12 months. I used to operate like I only had six months.

And I were like, I have a year at that time. Do you get what I'm saying? Do you change my life? Changed everything. You changed the way I slept. Change the way I made decisions. Change the way how I hired. It changed the business.

Oh, I love that. Do you recall, this is just out of curiosity, what the like trigger was for you to say, like, I got to get this. I got to actually like put some time into this. I can't just rely on P&Ls anymore. When I was telling someone on a private call, look, I don't know what I'm going to do.

I'm going to go out of business. I only have 30 days and I'm going to business. They go, how do you only have 30 days? I'm like, because I have this expense and this, they're like, how much cash you have? Like, what do you mean cash flow? I go, I know what my expenses. I know what my income is. It's only 30 days.

They're like, you don't actually have a cash flow sheet. I'm like, what are you talking about? You don't actually know how long you can actually really go before your own? I'm like, no, I just know in my head. They're like, no, and they said this, no wonder why you're stressed out. No wonder why you don't sleep. And no wonder why you're acting erratic. now. And then right away, you go, well, if I'm acting like that on a call with a stranger,

how am I acting like that with my team as a leader with my people? Probably not great. So what does that result get? And then it was just like, oh, my God, let's build it out. We built it out and it's game changer. I live by. I actually live by it. It's the only thing. I don't actually look at my PML. I look, the only thing I look is my cash flow, because I just want to know how long I have to exist. And my goal now is make that day, day farther and farther away. I'll let my account deal with the P&L. I deal with the P&L on the monthly basis.

I deal with my cash flow every single day. And every day I sleep and I know where I'm at. I don't have to make hard decisions or have to wonder, can I afford or not I know exactly if I can afford it. I was just working on it today because I'm bringing on an extra 20 grand a month and expenses and I went right to the can I afford it? If I don't make an extra dollar, How much do I have this runs out before?

How much does that kill my advancement of my cash flow? I know it all. Well, what happens if this also in six months does it start producing even X dollars? What, okay, and that produces X dollars. So I have it all right there. I can make way more effective decisions. I don't have to hum and on anymore. And that clarity makes me a better business owner allows me to have the energy.

Is where people don't understand. The clarity allows me to have the energy to put it in the right decision making to make more strategic decisions instead of foggy decisions that don't know if they work with me. And these builders keep making these decisions. They don't even know. They're making decisions from their gut,

which is not always a bad thing, but without actual facts, data and stats to show if it's the right decision or not. And you're coming in, and I can tell you're an analytical guy, you're coming in and giving them the exact same thing they need

so they can rest that night, sleep that night, and not worry about if they can pay their employees. Worse, if we go deeper, it's not, here we go. last one we're going to end it here three levels of pain the first level is what we call surface level most salespeople most business owners marketing the way they talk they they they they they do not make sales on surface level surface level pain here is i stay up at night because i can't i don't know if i can pay

my people second level this is deeper level this is business financial level okay as a result of me not being able to know if I can pay my people, I'm not making enough money, or I don't know if I can get what contracts I need to get to actually pay the bills. And now my business is suffering. And if I can't pay my bills, I can't afford my lifestyle.

Oh, no, how am I going to pay little Johnny and little Susie and my wife? Okay. Ooh, we got somewhere here. But what about the third level? Personal level. As a result, of me not knowing if I can pay the bills and being stressed out and staying up by night and knowing that I won't be able to pay my bills and maybe actually have to go out of business

and I don't know what I'm going to do for Susie and I can't afford the bills and you know I told my wife we'd go on the trip and now we can't do that. Ooh, how does that make me feel as a man? Oh yeah. Did I ever think at 30, at 40, at 50, whatever my life would be like this? How am I showing up to be the man for my wife? if I can't even take care of the bills. Do we have your attention?

Tell them that I failed. Do we have the attention now? Oh, that's great. That's super helpful. Most people, salespeople, business owners, will won't go to level three. You want to know why? Because they're too scared to go there themselves.

They're not even willing to face their own demons. So how could they ever hold space to hold the conversation to allow it to go to that level on a sales call in their marketing, in their newsletters, in their emails, they're not willing to go there themselves. Oh, that's great. Yeah. And that was another episode of the Vault Unlocked, where Proven Builders' Real Strategies and Unstoppable Growth happens.

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