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Join us for an insightful conversation with Carl Utter, founder of Contractor Growth Strategy.
Carl's story is both fascinating and inspiring; from a thriving musician to a starving salesman,
and eventually becoming a successful sales trainer with a specialty in the painting industry. He
shares his invaluable lessons from his early days of selling insurance door-to-door and his
unique approach to reframing objections. Carl also provides valuable advice for commercial
painters looking to develop new accounts.
We don't just stop at Carl's journey. Together, we explore the philosophy of sales and emphasize
the importance of sales training in the residential and commercial trades. You'll learn why a
structured sales system is vital in today's competitive market, how to build rapport and trust with
customers, and why focusing on doing more things right rather than dwelling on mistakes is the
way forward. You'll also get a peek into the traditional sales system used by many contractors -
referred to as "show up, throw up, screw up, and follow up" - and understand why it's not as
effective anymore.
Listen in as we go deeper into the sales strategies and techniques specifically designed for
painting contractors. Carl reveals the best-selling system for painting contractors and the key
elements that make it work, such as setting am agenda, taking control of the sale, and
presenting the offer persuasively. We also discuss the concept of pre-engineered agreements
and getting something in return for providing a free estimate. This episode is packed with
insights and actionable advice, whether you're a painting contractor who sells, employs
estimators or sales employees, or simply looking to improve your sales strategy. Don't miss out!
--------- EPISODE CHAPTERS WITH SHORT KEY POINTS ---------
(0:00:00) - Sales Trainer's Journey and Successes
Carl Utter shares his journey from musician to sales trainer, discussing the importance of
reframing objections and advice for commercial painters.
(0:09:22) - The Importance of Sales Training
Sales philosophy, training, and structured system are crucial for effectively communicating value
and closing sales in the residential and commercial trades.
(0:21:00) - Painting Contractors' Selling Strategies and Techniques
Traditional sales system flaws, better alternative, conviction in what you sell, mutually agreed
agenda, taking control, persuasive offer, pre-engineered agreements, tapping into emotions,
positive customer experience.
(0:35:33) - Sales Training and Business Growth
Invest in a solid sales system for increased closing ratios and job sizes. Role-play and repetition
bring value. Carl shares his successful sales training program.
(0:40:48) - Don't Go It Alone: Get A Coach On Your Side
Scott and Carl offer valuable insights and support to help you reach your goals. Check out the
show notes for a Discovery Call to take your business to the next level.
----Links from this Episode----
• Watch Carl's Webinar with C4C on Client-Centric Selling here
• Open invitation for a free discovery call with Scott Lollar
• Consulting4Contractors’ Website
• Consulting4Contractors on YouTube
• Contractor Growth Strategy's Website
• Contractor Growth Strategy on Facebook
• Contractor Growth Strategy on LinkedIn
• Contractor Growth Strategy on Twitter
• Email Carl at [email protected]

• Check out this video of Consulting4Contractors' Operations Module, one of our flagship
Done-For-You tech offerings.
• Click here and enter the code "ASSESSMENT50" at checkout to receive 50% off one
platinum assessment from InnerView Advisors, C4C's trusted hiring and HR resourcing
partner (limit 1 per company)
• Connect with C4C on Instagram
• Join the C4C community on Facebook
• Connect on LinkedIn
• Submit to be a guest on our podcast
Credits:
• Scott Lollar: Host of the Beyond $1,000,000 Podcast & Founder of Consulting4Contractors
• Carl Utter: Founder, Contractor Growth Strategy
• Justin Hange/Siren Mastering: Original music, artwork, transcripts, show notes, audio
engineering