The Art of One Call Closing: Building Sales Masters

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"Men and women lie, numbers don't." These words from sales expert Shai perfectly capture his data-driven approach to transforming the home services industry. After 16 years mastering the art of in-home sales, Shai has helped over 1,000 sales representatives close more than $300 million in deals and built his own company from zero to $20 million in just 18 months.

What separates Shai's approach from conventional sales wisdom is his emphasis on systems over charisma. While many sales leaders focus on personality and motivation, Shai builds step-by-step processes that can be taught, measured, and replicated. This systematic approach allows companies to scale rapidly without sacrificing quality or consistency.

The foundation of Shai's success lies in how he engineers company culture from the ground up. Before launching Title Remodeling, he and his business partner identified 50 specific traits they wanted in team members—not generic qualities like "hardworking" but specific lifestyle preferences and values. This intentional culture-building creates an environment where people genuinely want to work, strengthening recruitment and retention.

Their setter-closer model exemplifies this systematic approach: 22 door knockers set appointments that 17 closers then convert to sales. Each role has clear metrics (door knockers must set four demonstrations weekly; sales representatives must generate $50,000 quarterly), removing subjectivity from performance evaluations. This clarity creates confidence among team members, who understand exactly what's expected and how to succeed.

Perhaps most fascinating is Shai's focus on velocity—the speed at which leads convert to sales, projects get completed, and teams get paid. This emphasis on momentum explains why his retail door-knocking approach generates approximately $2 million monthly without relying on insurance claims or storm damage work. By knocking today for appointments tomorrow (or even today), his team creates consistent cash flow regardless of weather conditions.

For those struggling with confidence in sales, Shai offers practical wisdom: focus on small wins rather than just closed deals. Getting to the kitchen table for a presentation or convincing a homeowner to let you inspect their roof are victories worth celebrating. This incremental approach builds momentum that eventually leads to greater success.

Ready to transform your sales approach? Check out One Call Close Academy or follow Shai on social media for training opportunities that can help you achieve extraordinary results with ordinary people.

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Episode Transcript

Ty Cobb Backer (00:00):
And we are live.
Welcome back everybody toBehind the Tool Belt, episode
285.
I think it could be 86.
We'll get that determinedthroughout the episode here at
some point in time.
I am your host, tyConner-Backer.
Thank you for joining us onthis Wednesday edition.
Stay tuned.
We'll be back after our shortintro from our sponsors.
Welcome to Behind the Tool Belt, where the stories are bold,

(00:24):
the conversations are real andthe insights come to you live,

(00:44):
raw and uncut.

Speaker 2 (00:47):
Every week, host Ty Cobb-Backer sits down to bring
you the stories, the struggles,the lessons learned and the wins
.
No filters, no scripts, justthe truth.
Please welcome your host ofBehind the Tool Belt, ty
Cobb-Backer.

Ty Cobb Backer (01:02):
Hey, hey, hey, hey, welcome back everybody.
Today's guest is a beast in thesales world, especially if
you're in the roofing,remodeling and home services.
He's helped over a thousandsales reps close over 300
million bucks, and that's withan m 300 million, not thousand,
in deal, scaled companies toeight figures and build an army
of sales killers with his OneCall Clothes Academy.

(01:27):
He's an author of the In-HomeSales and a Five-Minute Door
Knocker is his book, actuallythe name of his book and the
founder of the One Call ClothesAcademy.
My man, what's up?
How are you?

Shai Ades (01:40):
I'm fantastic.
How are you doing?
Thank you for having me on.

Ty Cobb Backer (01:44):
Yes, thank you for coming on the show.
Man, seriously, um, you know,after I did.
You know, of course, I've I'veheard of you and I've heard
about you and, uh, vic Vicreached out.
You were so gracious enough tocome on to the show.
We we sincerely apologize thatI don't know if I've ever got to
listen to you speak on stage ornot, but, like I said, I do.

(02:04):
I am fully well aware of whoyou are, what you've
accomplished and you know it'samazing that you would take the
time out of your day to come onto our show.
So, thank you.

Shai Ades (02:15):
Absolutely.

Ty Cobb Backer (02:17):
Yeah, yeah.
So let's kind of dive rightinto this.
I mean, with all these thingsthat you've done, you're an
author, you have two bestsellersAmazon bestsellers, right and
you've created the one, the onecall close Academy.
What, what would have inspiredyou?
You went from sales rep and andinto you know um, developing a

(02:41):
one call close system andfounding of the One-Call-Close
Academy.
What inspired all of that?
What happened?
Was there a turning point whereyou're like you know what Screw
, this, this industry sucks, Ineed to improve it.
What happened?

Shai Ades (02:54):
Yeah, absolutely.
I've been in the industry 16years.
This April I came in as a salesrep off Craigslist believe it
or not, back in the day whenpeople used to job search on
Craigslist and had success realquick worked at several
companies, went from sales repto assistant manager to manager

(03:15):
to director of sales, worked ata couple other companies there's
not always the best owners inthis industry, as I'm sure you
already know had a businesspartner for a couple years and,
like many relationships, webroke up and that was December
of 22.
My wife, on the other hand, hasbeen in my ear for the last 13,

(03:37):
15 years saying you shouldspeak on stages, you should
coach, you're so good at it.
So when that relationship ended, I had a little time on my
hands and I'm like let's startthe One Call Clothes Academy.
I've been teaching One CallClothes, I've been doing One
Call Clothes and it's more funsometimes to teach the masses
than just the people you workwith, right?

(03:58):
So I do own a company inCarlsbad with a business partner
here called Title Remodelingand we do roofing, windows,
paint and stucco, patios, pavers, turf, everything on the
outside.
But at the same time I get todo One Call Clothes Academy and
consult companies in Ohio andMichigan and Florida and Utah,
like all over the country, andit's a lot more fun to inspire,

(04:20):
you know, instead of your 20sales reps, to inspire thousands
of sales reps.
So I think really that's whatkicked it all off and it's only
been two years since it started.
But man, it's, it's a fast rideand you know I feel old always
saying it, but time flies.

Ty Cobb Backer (04:36):
Isn't that the truth?
Isn't that the truth?
Yeah, you know that's.
What's great about you, too, isthat you actually have
experience and a background inour industry.
I think there's a lot of peoplethat you know that come into
our industry, take advantage ofa lot of our of our people in
this industry and don't havemuch you know experience in.
You know they have experiencein sales, but not what it's

(04:57):
actually like in the day-to-dayoperations of of running an
exterior contracting company andand that's what I find very
unique and inspiring about whatyou have done and the other
thing, too what I like aboutteaching is where I've learned
probably more from teachingother people than than you know

(05:17):
what, then what I'm probablyaspiring them to be.
You know what I mean BecauseI'm studying, I'm working on
myself and and would you saythat's true Like, are you a
different person now than youwere when you started training
and coaching and mentoringpeople two years?

Shai Ades (05:29):
ago.
Oh, 100%.
You know, like one of thebiggest things is aware of what
you say and your nuances.
I say the word right a lotCause when I'm teaching and
there's people not responding tolike and this is how you do it,
right, and I, I say things likethat and it drives my wife
crazy.
So, like you just become somuch better of a public speaker

(05:51):
and aware of your language, yourtone, I tried not to swear on
stage as much as I did when Ifirst started.
There's still the F bombs comeout and this and that cause I
feel like you have more emphasisand more tone, um, but I'm
well'm well more aware of it andtry to limit the amount of
swearing that happens on stage.

Ty Cobb Backer (06:09):
That is so hard.
Everything you just said is sohard.
Getting rid of the ands umsright?
You know what I mean.

Shai Ades (06:16):
A hundred percent and more so.
I think the most painful partof the whole thing is listening
to yourself.
You know you talked about like.
You haven't seen me speak.
I've seen myself speak.
I'm like that's what you guyslike.
You guys like this is what Isound like.
So you're going to be your ownworst critic every single time.

(06:36):
So one of my biggest tips forsales reps is to record
themselves.
I tell my reps if I have tosuffer through watching you role
play, you need to sufferthrough it first, because you're
going to be more of a critic ofyourself than I am.
And you have these reps thatthey sit at the kitchen table
and they don't know that theytouch their face when they talk
or they click or they have weirdmannerisms.

(06:56):
It's like you have to watchyourself before I'm going to
watch you.

Ty Cobb Backer (07:02):
Such great advice, such great advice
Speaking of which you know sales, sales, people's issues.
What would you say is one ofthe biggest hurdles they have to
jump as a salesperson?
And not necessarily liketechnique, but but but more
personally like is it havingconfidence in themselves, the
product, the company they workfor?
You know what.
What would you say with workingwith as many sales reps as you

(07:25):
have?
What's the biggest hurdle theyhave to get over?

Shai Ades (07:28):
I mean number one is confidence in yourself.
But to have confidence inyourself you also have to have
confidence in the company youwork for.
No one feels good tellingpeople that X, y, z is going to
happen on the job site and thenfinding out it doesn't happen.
So you really do need to vetthe company that you're going to
represent if you care at allabout who you are, your last
name and what you represent.

(07:49):
So I definitely think peopleneed to vet the company and then
they actually need to haveconfidence in what it is that
they're doing.
Like one of the biggest things Isee in all the coaching I've
done is people think thatcharisma is enough to sell.
Like, oh, people love me, I'm apeople person.
But there's a confidence thatcomes in knowing your steps and
knowing what to do.

(08:10):
And I think that's the biggestthing that I end up going to
companies and teaching is what'syour sales process?
And they're like well, this guydoes it this way and Jimmy
sells a lot because people likehim and Marty's new and he's
starting to figure it out.
But he needs you know it's likeno, I need you guys to have a
step one, a step two, a stepthree, so that you can go from
10 sales reps to 50 sales repsand it's replicatable and you

(08:32):
can actually.
You have a system, because ifyou don't have a system, what
are you doing in the salesmeeting?
You know, half the peoplearen't listening to you because
they don't know what you'retalking about.

Ty Cobb Backer (08:47):
So I think companies lack systems more than
anything.
Yeah, no, no, I agree, and Ithink that also helps with
self-esteem and confidence.
If they can come into a companyand it's very systematic and
it's easily duplicatable, likeyou were mentioning, and it's
easily teachable and trainable,I think that helps encourage
them to pick up quickly on thesystems, the processes, the
products and the techniquesquicker.
But if it's, if it's a, if it'sa confidence thing, because

(09:10):
they just lack self-esteem or orthey're insecure, what would
you say to to a person newgetting into the sales space and
and they just can't get overthemselves, what's, what's the
best techniques that you've havetried or have experienced to
help people kind of just getover that hurdle of like being,
you know, confident in theirabilities?

Shai Ades (09:32):
I mean one thing if it's a people that aren't
comfortable talking to people, Isay you need to go talk to 20
strangers every single day.
When you're in line atStarbucks, turn around and say
oh my God, it's been raining allday, right, what do you think
of this weather?
Aren't you sick of it?
When you're at the bank, gotalk to the bank teller.
You need to just start talkingto people.
But I think a lot of theconfidence that people lack in

(09:55):
themselves they can gain fromknowing the knowledge of the
system and what it is thatthey're selling.
They may not be confident inthemselves, but if they know,
okay, I have to do step one,step two, step three.
Then they can forget aboutthemselves and just focus on
doing that.
And then comes the small wins.
So a lot of salespeople theythink the only win is if I make

(10:17):
the sale.
Well, what about the small winsof like you went to the lead
and the homeowner's?
Like you know what?
Ty thanks so much, but wedecided to cancel the
appointment.
We're not really interestedanymore.
We don't have any money.
If you get yourself to thatkitchen table to make a
presentation, that's a win,regardless if you sell it or not
right.
If the people didn't want youon the roof and you got yourself
on the roof to take picturesand do discovery, that's a win.

(10:39):
And when you start stacking thelittle wins, the confidence
starts to build right.
It's like a little kid on abike, you know.
They start with their trainingwheels and they're excited that
they're moving forward, and thenit's let's take the training
wheels off and I'll hold you,and then it's the riding, but
they fall, and then they'repopping wheelies right.
So it's people want to go fromzero to a hundred too fast, and

(11:03):
a lot of people always focus onwhat's missing and never the gap
.
So one of the favorite books isthe Gap in the Gain right.
Because, everyone, always.
I made 100 grand.
How do I make a million?
How do I make 10?
When are you going to stop andcelebrate the fact that you were
broke and now you have amillion dollars?
When are you going to stop andcelebrate the fact that you have
money in the account right now?
Yes, there's always more, and Ialways believe in moving the

(11:25):
needle forward, but there's gotto be that small win, right when
you give yourself credit andlet the confidence build inside
of you.

Ty Cobb Backer (11:34):
Yeah, no, I totally agree.
How long would you say beforeyou throw a guy out there and he
starts running appointments onhis own?
How long should that timeframebe?
Two days, three days, threeweeks, three months?

Shai Ades (11:46):
I think it really varies on the guy right, but
like we do a two week trainingin the classroom.
So for the first two weeksyou're not going anywhere.
We're going to teach you oursystem, our pitch, our slides,
our inspection, our pricing, ourwork orders, everything like
that.
And then you get guys that atthe end of those two weeks are

(12:07):
like put me in coach, becausethey go home every single night
and they role play and theyinternalize it and they write
out the script.
And I have guys that have soldtheir very first lead, and not
one guy I mean I've been doingthis 16 years I can tell you
eight to 10 guys that went.
They sold their first lead.
They ever ran Right.
And then I have people thatjust went through a training
class two months ago thatthey're still not ready and

(12:28):
they're really on their way outthe door.
So like there's also a part ofyou that's like you got to be
chomping at the bit to go besuccessful.
And the people that are justgoing to wait and wait and wait,
like you, this might not be theright job for you, but I think
the average person to like trulyanswer your question.
I think it's like three to fourweeks, right?
Because personally, what we dois we put them in two weeks of

(12:50):
training, then we make them goon ride alongs, because I call
it like the classroom in the lab.
When you were in science inschool, you had hands on
training and you had classroomtraining.
I'm more of a lab learner, youknow.
If I watch you go in house andI see Ty present four or five
times, I'm like that's what youwant me to say.
I got you.
I'll regurgitate everything yousaid, but if you want me to do
it in the classroom, it's goingto take me a lot longer.

(13:11):
So we do two weeks of classroom,we do a couple of shadowed
sales and then it's like dude,do you know your pitch?
Come pitch me in the office.
We make them do a small sectionof the pitch to hear what they
have, because you don't need tohear the whole pitch.
You can see like are theystudying, are they not studying?
How are they talking?
And then we send them out tothe wolves, right?

(13:32):
And then it's always hey, I'mnot going to fire you for not
selling, but what happened?
Let's draw a line down thepiece of paper.
What are five things you didgreat?
What are five things you needto work on?
Let's work on those five things, and that's a constant
evolution, even for reps thathave been doing this for 10
years.
Your weaknesses, once you focuson them, become your strengths.
Your strengths become yourweaknesses, and it's a

(13:52):
never-ending circle.

Ty Cobb Backer (13:54):
Yeah, yeah, now with your OneCallClose Academy,
is that like a learning portalor is that you actually
physically going to someone'sfacility and coaching the teams
up?

Shai Ades (14:05):
So it's a little bit of everything.
So I'm working on the learningportal as of right now.
I've been shooting and will bedone probably in the next two,
three weeks.
So you'll be able to just go onmy website and there'll be
videos on door knocking,there'll be videos on mindset,
there'll be videos on one callclose.
Currently, right now I announceit on my website I do a

(14:28):
six-session door knocking class.
So it's one hour for six days,usually Tuesday, wednesday,
thursday.
The following week Tuesday,wednesday, thursday and it's
one-to-many.
You sign up, we get live onZoom and I teach six days of
door knocking and then I havethe exact same thing for one
call close and I teach you whatthe steps are to the

(14:48):
presentation, how to build yourpresentation.
I handle a lot of questions andfeedback and stuff like that.
I also do live events.
My first live event this yearwill be July 17th in San Diego.
It's a six hour class andthat's not really on one-call
close.
It's made more for owners andmanagers on how to build a

(15:08):
one-call close business thatnets six figures every single
month.
So that's going to be July 17thand then July 18th.
I'm really excited.
I'm just doing a networkingevent for seven and eight-figure
people.
It's at opening day of the DelMar Racetrack, which it's kind
of the equivalent of theKentucky Derby.
It's at opening day of the DelMar racetrack, which it's kind
of the equivalent of theKentucky Derby.
It's horse racing.
I got a fifth floor level suiteand we're going to put 45

(15:31):
entrepreneurs in there just tobuild relationship capital and
talk, chop and watch horseracing.
So I do like you said.
I will have an online portal.
I do online training.
I'm flying out to Minnesotathis next week on the 17th and
18th or 18th and 19th to train awindow company.
So I do all kinds of training.

(15:52):
I do one-on-one on zoom.
I fly out to companies.
I like to go out to thecompanies because then the you
can't hide behind what youreally have and what you don't
have, like I get to sit thereand it's all exposed what you
really have and what you don'thave.

Ty Cobb Backer (16:05):
Like I get to sit there and it's all exposed.
Yeah, no, that's great.
When, when you talk in terms ofof door knocking, is it?

Shai Ades (16:17):
is it more for storm damage or is it retail?
So we are in San Diego, it's,even though it's cloudy, it's 70
degrees every single day and wehave no weather.
So we're a hundred percentretail shop.
We do approximately $2 milliona month in just retail business.

Ty Cobb Backer (16:27):
Okay, so you train other companies how to
knock doors for retail.

Shai Ades (16:30):
Yeah yeah, there's a lot of companies, there's a lot
of people that train how to doinsurance and not to take
anything away from those people,but that's an easy sale.
It's like, hey, how about a freeroof for $1,000 deductible?
And now more than ever, I haveso many insurance sales people
reaching out to me asking how todo retail because the insurance
companies aren't accepting theclaims anymore.

(16:52):
The owners want to know how todo retail because the cashflow
is becoming a problem because ittakes so long to get paid.
So yeah, I focus a hundredpercent on retail.

Ty Cobb Backer (17:01):
Yeah, and that's kind of an anomaly because and
I say that because usually when,when in our space or industry,
a lot of door knockers, you know, are in that insurance
restoration space.
But, I think it's very unique toto actually knock doors for for
retail, and I think a lot ofpeople don't even think of that,
especially here up North.
I mean, we have Andersonwindows that that you know, goes

(17:24):
around and they canvas and theydo the hard cells.
They're in your home for threehours and they kind of got a bad
name for that, but it works.
And why do you think?
What separates that from, likeyou know, running SEOs,
pay-per-click ads, billboardsand stuff like that?
Why, why did I guess what?
What makes door knocking sospecial?

Shai Ades (17:46):
Speed to lead right.
If you're going to go SEO rightnow, you're going to call a
company.
You're going to have a one hourzoom call.
They're going to have to buildsomething for you for the next
week.
Then you're going to give them$10,000.
They're going to post it online.
You're like where's my leads?
They're going to tell you oh,the algorithm has to learn.
The algorithm has to learn.
We have to figure out yourkeywords.

(18:10):
Meanwhile, in all that time, Ican go take door knockers out
and you can be at a kitchentable tomorrow afternoon.
I mean, we literally ourbusiness is next day business.
We knock today for tomorrow,today for tomorrow and
oftentimes today for today.
I'll have my door knockers at11 am.
Hey, you guys gonna be homelater this afternoon.
Ty, how about we swing by atfour o'clock and at 6.30, we
have a contract, a deposit, andthree days later we're tearing

(18:31):
off your roof.
So I think it's the speed tolead.
Also, I'll tell you the otherdifference between retail door
knocking and storm knocking iswhen a storm hits, you have
thousands of door knockers comein right.

(18:51):
So the homeowners are irritated.
In one day they've had 12 doorknocks right.
And when there is no storm.
These companies are starvingright Versus.
We go all the every day,doesn't matter the day of the
year there is.
There's's some competition, butthe competition is much less so
and you don't have to worryabout, like, what to do if
there's no storm.
And that's also why people callme is they're like we haven't
had a storm.
How are we going to generatebusiness?

(19:12):
We need to survive.

Ty Cobb Backer (19:12):
I'm like dude, go retail doorknock yeah, no, I,
I agree with you.
Instead of sitting around withyour thumb up your butt waiting
for the phone to ring, like youneed to actually go out and get
it.
And a lot of times when youshow up at these people's house
houses they know they need tocall somebody, but they just
haven't had the time, theyhaven't worked up the courage or
whatever.
So, realistically, you'reshowing up as I guess, for lack

(19:35):
of better terms the hero likeyeah, I'm, I'm here, let's,
let's do it now.
So when you train somebody,like, are you sending out like a
canvasser to set theappointment?
And then we do.

Shai Ades (19:45):
We do a setter closer model.
So, like at title, here we have22 door knockers.
They go out every single day.
They set up leads for tomorrow.
I have 17 closers.
They get assigned theappointments that the knockers
create.

Ty Cobb Backer (19:59):
Okay, Okay, cool .
Let's I guess let's dive intothe title remodeling case here,
you know, tell us about how youwere able to scale it from zero
to $20 million in such a shortperiod of time, like 17, 18
months, Like how do you do that?
Yeah, absolutely, I mean one.

Shai Ades (20:18):
It comes with 16 years of experience, so we
already know what we're doing.
Right, it's just a new companyand it really I think some of
the biggest things that separateus is the culture, you know and
culture is a word that everyonethrows out there but I'll tell
you, the culture was intentionalbefore the company started.
A lot of companies start andthen they look around, they're

(20:39):
like so what is our culture?
And they all just figure it outfrom what's there, versus we
reversed, engineered it and wesaid you know, myself, Tyler, my
business partner we like tosurf, he likes to scuba dive,
we're environmentally friendly,we're active people.
He's just turned 35.
I'm a little older, right, butwe wanted a young crew.

(20:59):
So, like I really recommend topeople and I learned this from
William Lamb, who's he practicesNLP, Neuro Linguistic
Programming it's like write 50traits down of your ideal
candidate, of your idealsalespeople, right, and not the
bullshit of he works hard andhe's motivated.
No, they like to work out, theylike tennis, they like scuba

(21:23):
diving, they like to give back,they like team atmosphere,
they're competitive.
There's never enough money forthem, stuff like that.
And then you start buildingavatars of who these people are
and I'll tell you, we havepeople from our Indeed ads
because it talks about ourculture so much that they show
up to the door.
They're like, hey, I reallywant to work here.

(21:45):
We're like, why didn't you sendyour resume?
And they're like because Ireally wanted you to meet me and
I really want to work here,Right.
And then we have a gorgeousoffice with roll up garage doors
and polished concrete floorsand we have a whole turf wall.
And people come in here andthey're like what is this place
Like?
It does not look like aconstruction company, so I think

(22:05):
that helps attract a lot oftalent.
People come in for interviewand they automatically want to
work here.
We have the music going at alltimes.
There's some dogs in the office, Like it's just a really
friendly place to be.
And then, on top of that, we addthe swag to it.
Right, we have an amazing swagshop that tyler created.
Every time you get a sale atour company, you get five

(22:26):
dollars to the swag shop and atthe end of the month we give you
a gift card.
And we have golf jackets and wehave hoodies and we have shoes
and wallets and shot glasses,and I mean the.
Every day we're adding to theswag shop and people are like
why does that matter?
Well, because because theseguys are so proud of working
here that when they're out atSaturday night they're still

(22:47):
wearing title gear.
When they're out at the beach,they're wearing title gear.
We also do things like beachcleanups.
First Saturday of every monthwe go down south and clean up a
beach.
You have 18 dudes head to toetitle remodeling.
People are like who are thesepeople?
What is it?
Dudes head to toe titleremodeling.
People are like who, who are?
Who are these people?
What is it?
I want part of the movement.
So you create the culture, youcreate the success.

(23:08):
Right?
We have bonuses every singlemonth.
Um, just like I'm doing themeetup at opening day, we have
tables for our guys.
Top six reps this month go toopening day.
We do once a year.
We do actually twice a year.
We do a mindfulness retreat forour guys where we take them out
to like joshua tree and they dojournaling and meditation and

(23:28):
breath work and people thinkit's a little you know woo, woo,
but like these guys outconnected like a unit and you
have men grow like crying arounda fire where they really make
connection, and then we do funstuff, we do yacht parties and
stuff like that.
But on top of it all, we trainand we train and we train.
And, like what I was sayingabout being replicatable, you

(23:51):
can take a sales rep here andhave them start pitching you and
stop him and have another repgo and say finish his sentence,
and then another one, andanother one, and you're going to
get a coherent pitch out ofthem.
So, because they all know thepitch, our sales meetings are
very effective and then we dowhat's called power results.
We look at our results and wetrain based on results.

(24:13):
We don't just train.
Hey, what do you feel liketraining on today?
It's like well, we had a lot ofno demos this week.
Well, let's train on mindsetand let's train on how to get in
the house.
Well, we had a lot of no demosthis week.
Well, let's train on mindsetand let's train on how to get in
the house.
Well, we had a lot of pitchmisses and the main objection
this week was need to thinkabout it.
So what does need to thinkabout it?
They either didn't trust you,you didn't kill the competition,
you didn't create enough needand urgency, or you just didn't

(24:39):
close it with the negotiationtactics that we teach.
So let's focus on those things.
And we do that with thesalesman and we also do it with
the door knockers.
So if the door knockers createa bunch of leads today and
there's a bunch of no-shows,they didn't create enough need
and urgency for the homeowner tobe there.
So today I'm going to go inthere from 10 to 1030 and give a
meeting on need and urgency.
Or if they had one legs meaningthe homeowner was, the wife was

(25:00):
home, but the husband wasn'twe're going to teach them how to
make sure both homeowners arethere, because we are one call
close, we need want to go onetime.
So we need to make sure bothhomeowners are there so we can
do our presentation and walk outwith the sale.
So I'm sorry that was winded,but I mean there's so much that
added to us doing 18 milliondollars in our first year of
business and we're still workingon it.

(25:24):
And now we're like we have thewhiteboard up here and it's like
how do we get to $5 million amonth?
And we know that it's just anequation.
Men and women lie, numbersdon't.
So right now we average around120 leads a week.
We know that if we get 333leads a week, we'll be cruising
over $5 million net businessevery single month.
So now that's our number onegoal is more knockers, more

(25:46):
leads and get to 5 million amonth.

Ty Cobb Backer (25:50):
How many doors is that a month that somebody
actually has to knock to get 320leads?

Shai Ades (25:56):
So it would be somewhere around.

Ty Cobb Backer (26:02):
Would you say that's 10%, like, like, is it?

Shai Ades (26:08):
So the average door knocker is going to knock 200
doors a day and they're going tocome back with two to three
leads, right so you got tomultiply it by three, yeah, so
if we want it.
If that's that's 1300 leads amonth that we want.
So we need to knock closer to3,600 doors to get to 1,300.

Ty Cobb Backer (26:30):
Right on, right on, and that was just a random
question.
I was sitting there thinkingabout it because I kind of know
that from just our experiencetoo.
I've been doing this a longtime myself.
But I love the topic on cultureand getting the team engaged
and swag.
I mean we are a huge swagcompany.
Every event that we host, wehave plenty of swag there and we

(26:51):
get involved with our communityon a lot of different levels
Fundraising, we create our ownevents, we help other companies
with their events, we win awardsfor, you know, our charitable
events.
Not that we set out to do that,and I was kind of the company
that didn't reverse, reverseengineer.
It was kind of like I don'tknow three, four or five years

(27:12):
into it was kind of like, allright, what culture are we?
You know what I mean and and,but but I I envy you in terms of
you know, being able to set outand know what your goal was and
vetting those people.
So my question, going back tohow walk us through, how do you
find these people?

(27:32):
And then what is your vettingprocess to make sure that you're
bringing the right people onthe team to not ruin the culture
?

Shai Ades (27:39):
Yeah, and I'll tell you real quick before that.
Why the culture is so important, that you have a congruent team
, is because of things likebonuses.
Right, if you have a bunch of18 year olds and a bunch of 60
year olds and you say the bonusthis month is to go to a concert
, you know, like I don't know,they all go to a concert.
Like the 18 year olds want togo to the concert, the six year

(28:00):
old doesn't want to do that, soit doesn't align for him.
So if you have all this groupand they like the same stuff,
then the bonuses and everythingworks for them as well.
Right, but we do.
Indeed, that's where most ofour people come from right now,
and we spend a lot of timewriting those ads because, if
you go on, indeed right now,every single company's ad looks

(28:22):
identical.
The only thing that's differentis the company name.
So ours talks a lot more aboutthe culture, and my business
partner is a guru on chat GBTand he writes prompts and we
talk about the pain points thatthe people we're looking for
would have not belonging to acompany, not making enough money

(28:42):
, not finding success quicklyand then we put the 50 traits
that we want to find and then wewrite ads that way.
So once we do have Indeed, wehave a woman that does Zoom
interviews for us and she's thefirst screening and then after
that they come in for in-personinterviews and Tyler will

(29:05):
interview and I will interviewsometimes, and then we'll set up
another interview for the otherperson.
So they have to go throughthree interviews to go through
it.
And that's for our salesmen,our door knockers.
They go through a Zoominterview, they do an in-person
interview and then we actuallymake them go to work for a day.
Because what we found is, whenpeople are interviewing even

(29:28):
though, like I tell you how hardthe job is and you're going to
get rejected and kicked in theface all day long when people
are in interview mode, all theywant to do is get the job.
They don't even know whatthey're saying yes to.
They're like yes, yes.
And then you put them throughtwo days of training, paid
training, right Cause we're inCalifornia, it's W2.
I can't 10 99 them.
Then they go out to a day inthe field.

(29:48):
They're like Holy shit, this ishard, I quit.
So now we reverse engineered,we flip the script.
We're like go see how hard itis.
If you still want to do it,then we're going to train you
and the door knocking.
Training is quick.
It's two days, four hours eachday in the classroom, teaching
you how to identify damage, howour pitch and how to give some

(30:09):
rebuttals to objections.
And then it's shadowing in thefield.
You know I'm going to walk withyou, listen to what you say.

Ty Cobb Backer (30:15):
Then you're going to walk to me, listen to
what I say, and then we trainthem every day for 30 minutes
wow, no, this is great, this isall good stuff, such great
information and that you'refreely open to sharing those
things with us.
Yeah, so, and I love how you dothe interviewing process.
We do the same thing too,because you figure, if they make

(30:35):
it to the third one, it'susually, you know, because that
that's one way to to kind ofsift s sift them now, because
most people show up to the zoommeeting call Cause we'll do a
group call and I'm imaginingthat's why, probably what you
guys do you'll get you knowthree, four, five, six,
sometimes 10 people on the zoomcall that applied for the ad and

(30:56):
then set up a second one.
Some start to drop off and then, by the third interview, more
start to drop off by that timebecause they got to put in the
work right, they got to put inthe time, they got to put into
work and right away it's anopportunity for you to see.

Shai Ades (31:09):
Can this guy show up three times on time?

Ty Cobb Backer (31:12):
Yes, right, exactly, I think we froze a
little bit here I think we'rethere, we go there you are yeah,
yeah so I was saying it's anopportunity, they can show up on
time yeah, exactly so I lovethat piece.
You know, basically, hire slow,let go quickly.
So let's talk about, like thethe letting go process, like

(31:34):
after you've realized that youyou've done everything, because
I'm a firm believer that youknow if you're pointing a finger
, you got three pointing back atyou and our team knows like we
need to pour into this personbecause some people, like you
said, might take two weeks, somepeople might take four weeks.
It doesn't mean they're goingto be a bad salesperson, but if
they're not meeting us halfway,you know when, how do you

(31:55):
determine, like if they're notmeeting us halfway?

Shai Ades (32:02):
they're not going to cut it.
How do you determine that?
And then, what's your processof letting them go?
So everybody knows, after threemonths on the team, if you
don't hit 50 K in sales, you'refired.
So I'm not firing you, you'refiring yourself.

Ty Cobb Backer (32:10):
So you're setting that expectation up
front.
50.

Shai Ades (32:14):
K, you don't hit that .
Thanks for playing.
We give them one week toself-generate, a sale of $10,000
or more if they really want tokeep the job, but usually once
they've gone three monthswithout hitting 50K, they're
gone.
Canvassers, on the other handand this is also depending on

(32:34):
attitude and if they're notputting in the work, there's
times where we let go day four,like I asked you to do homework,
you didn't do it.
I asked you to do homeworkagain, you didn't do it.
I asked you to come 30 minutesearly for some training, you
didn't do it.
Dude, we're just not a good fitfor each other.
Get out, right.
And there's the people that arereally trying, really trying,
really trying and just nothitting it.
So we have minimal acceptableperformance, which is four demos

(32:55):
a week, right?
If you don't hit four demos aweek, we're going to talk about
it next week.
If you don't hit four demos aweek, we're going to talk about
it.
See what's going on.
You'll be suspended for twodays.
You come back from that and youdon't hit four demos a week,
again, we're going to part asfriends, right?
Um, there has to be like amatrix and KPIs that people know

(33:16):
, because if not.
Then it becomes too emotional,like well, this person didn't
hit it and you kept them on andbecause what I'm Brown, you
didn't, you know, like whateverit might be.
So it's just gotta be like menand women lie, numbers don't.
And I really try to run, uh thebusiness on numbers.
A lot of times when we look atsales stats you know you have
all their information in thenames.

(33:37):
I put a piece of paper acrossthe names and I just look at
numbers and then, after I'm donelooking at the numbers, then
I'll look at the names, right,so that there's no emotion tied
to it.

Ty Cobb Backer (33:48):
Yeah, no, that's great, that's a great idea.
That is actually an amazingidea.
No, I love that, I love, I lovethat.
So let's change gears here alittle bit.
Let's talk about you personally, and so you know, you've been
in the industry for 16, 17 yearsnow, or in the sales industry
space.
I guess what has been some ofthe biggest hurdles that you've

(34:09):
had to go through to get whereyou're at today and this can be
like a timeline, like the firsthurdle was this I had to get
through that and into whereyou're at now, Like what's your
biggest struggle today?
So give us, give us thattimeline.

Shai Ades (34:22):
So I mean, my first hurdle was my first 30 days in
the industry.
I showed up, like I said,craigslist ad home improvement
company, looked at the salesboard.
I'm like man, this is a cooljob.
Prior to that I was in anoffice banging out cold calls
for software.
You know I would have hungmyself from the?
Uh the phone a couple more daysthere, um, and the first 30
days, uh, I went throughtraining.

(34:43):
Back then it was a one weektraining.
I actually ran a lead the first.
I trained Monday through Friday.
I ran a lead that Friday Um,cause I just took it so
professionally.
I sold my second day for $17,000to a woman in Long Beach,
california.
She canceled Boom.
She went to church that night,told them that she got a coding
system on her house for $17,000.

(35:04):
The church canceled the job.
The next day there was peoplefrom her church painting her
house for free.
And then it took me a month tosell again and that was a really
long month because I always saysalesmen without sales are just
men, right, and when you'redoing a sales job you need to be
selling.
And it was Tracy, my wife.
We've been together 16 years.

(35:25):
She was with me at the time shejust got to keep going, keep
going, I'm like I'm going toquit.
She's like, keep going, I'mgoing to quit, keep going.
And it was like I would believethe homeowners you know it made
sense.
Like the homeowners would tellyou we're not really in the in
the market right now.
You just knocked on my dooryesterday.
I'm like that makes sense.
No sale, or we need to thinkabout it, or we need to get
other bids.
And then day 30, it just clickedand I sold.

(35:48):
And then I sold day 31 and day32 and day 34 and day 36.
And then it was off to theraces.
And then it was off to theraces.
But it was that self-belief inthe system, because everyone
goes through the same process.
One, they got to believe it'spossible.
Then they got to believe it'spossible for them.
So, yes, I work at the company.
I see other people making sales, cool, well, can I make the

(36:09):
sales?
So that was like my biggesthurdle, number one.
Number two was I stayed at thefirst company for too long.
It was an owner that cutpeople's commissions too much.
He was an alcoholic.
He was nice during the day,horrible to work for at night
and I just believed that thiswas the only place that it

(36:31):
happens.
I was so narrow-minded so ittook me three years to leave.
And then I'm like, oh my God,god, there's a hundred home
improvement companies that dowhat we do.
Right?
And my next biggest hurdle washaving a toxic business partner.
Um, and you know, he was a lotwealthier than I was and you
know I was.
Everything was in my name, Iwas the worker bee and he was

(36:53):
just the owner, even though wewere both owners, and I stayed
in that toxic relationship fortoo long.
And now my biggest hurdle isreally just, I know what needs
to get done and getting it donefaster.
Right, I know what we need todo to get to $5 million a month.
And it's just, things don'thappen as fast as you want, and

(37:13):
I think that happens for allbusiness owners, and that's why
a lot of people fail for a lackof patience and persistence.
Right, won't call close Academy.
I have a Facebook group calledwon't call close Academy.
It only has 1200, 1300followers and it's exhausting to
post every day and not get thelikes and not get you know,

(37:34):
because you see, we're in asocial media world where these
kids have a million followers.
It's like, why doesn't won CallClose Academy have a million
followers?
But I talk to people likeyourself and other people that
are doing it and just keep going, just keep going and one day
it'll pay off.
One day it'll pay off, I'lltell you.
The first hundred took a lotlonger than the first thousand,
you know, and it's just nowgoing to be compound effect.

(37:56):
And getting on your firstpodcast A year and a half ago
was my first podcast, and thenthis is my third one this month.
The persistence is somethingthat I think people have a hard
time with everything.
It's why I don't have a sixpack.
I go to the gym for a day.
I look in the mirror.
I don't see any results.
Gym doesn't fucking work.

(38:16):
Everyone's lying.
You got to go for months.
You got to watch what you eatLike.
There's so much that goes withit and that's why one I think
another thing that attributes toour success is we just don't
train sales.
We train a lot of mindset.
We make our reps journal right.
That's why I like my new book,the five minute Journal.
It's like 300, some pages, butthe book is only 68 pages and

(38:40):
the rest of it's all journal.
It's all journal journaljournal, journal for door
knockers.
It's got a daily journal, aweekly journal, a monthly
journal.
Because I don't think adult menand women spend enough time
writing down their ideas and agoal or a thought that's not
written down as a fleetingmoment.
And if you're really gonnacommit to something you gotta

(39:00):
write it down.
And that's also why a lot ofpeople fail is they don't have a
strong enough why.
Or they think, oh why, becauseI want a Bentley but you didn't
write it down so you didn'treally commit to it.
So you're not really workingevery day, especially on the
days you don't feel like doingit, because everyone's got the
days they don't feel like doingit.
But if your why is strongenough, you're going to get up
and do it even the time youdon't want to do it.

Ty Cobb Backer (39:23):
Yeah, amen to that.
Yeah, delayed gratification Ithink we've become such an
instant gratification world.
You know, even myself, you know, in in just with the little bit
of followers that I have I mean, that's taken years to get.
Just I think I might have 6,500personally.
I don't even know what ourcompany has like all together is

(39:45):
probably 12 to 15,000 followers, right, and and what's sad
about that is that you know,once you've identified, there's
more people watching you thanthan you think, just because
they're not following youdoesn't mean they haven't seen
your content.
And, honestly, I think some ofthese people that have a million
followers, I think they boughtthem 100 percent.

Shai Ades (40:05):
Yeah, people that just relate to the space and
that's what other people tell me.
It's like I'd rather have 1500followers that actually follow
me and do what I like and getadvice from me than a million,
and you know, half of them arein Asia that aren't even real.
Like I actually want to haveinfluence on the people.
I mean testament to you.

(40:25):
You're on episode 285, right,every single week, you told me
you haven't missed a single week.
That's exhausting.
There's times when you'reprobably man.
Should we keep doing it?
Should we not keep doing it?
You know, like, but here youare at 285 and in a hundred
episodes you'll be at 385.

Ty Cobb Backer (40:41):
Like you know, yeah, yeah, it is exhausting,
you're right, and it's just yougotta be, you gotta stay
consistent with it and it'sgotten easier over time and,
like you said, it's it's been sobeneficial because I'm getting
better, I'm getting better atspeaking, I'm I'm creating and
galvanizing relationships withpeople that have come on that
I've never met before, butbecause of social commerce,

(41:04):
right, I've got to meet you.
Um, you know, and like you youwere talking about earlier, I
think, uh, how how did you sayit?
Like the I always your networkis your net worth right and you,
you called it something elserelationship capital right.
That's what you know.
It's not just about the viewsor the followers.
It's the relationships thatI've been able to galvanize over

(41:26):
the years of doing this is whathas made me more wealthier, not
in terms of monetarily, but butknowledge, and and you know
those relationships that haveturned me on to other products
or people that have helped us insituations where I need Just.
The list is endless of what youknow social media.

Shai Ades (41:48):
How many people can you call right now?
Hey, I'm in this situation,what should I do?
And people that have done itand are successful, like there's
so much to do it.
And that's also another reasonwhy title has grown so fast,
because it's I've been doing itfor so long.
I already knew the suppliers.
People already knew who I was.
It was easy.
Versus if you're brand new, howlong does it take you to open

(42:09):
an account at abc?

Ty Cobb Backer (42:10):
you know I did it in a day, like so stuff like
that changes too, for sure,because of your relationships,
your past relationships withpeople too, you know I, I a
hundred percent agree with you.
Now, what, what would you say?
Cause you know having a bookyou know called, uh, you know,
uh, one call close what, what,what do you think the biggest

(42:32):
misconception of that?
Because somebody might look atthat and hear that and say, oh
God, that's grimy, but like what, what, what's the biggest
misconception?

Shai Ades (42:40):
Just, that, just that that people are grimy, right?
Um, we are very ethical in whatwe do and I teach people you
know how.
To close with the definitionreally of the sale.
I teach it's an emotional salesupported by logic.
There's nothing logical aboutdoing business with a door
knocker.
There's nothing logical aboutsigning a contract with the

(43:01):
first bid.
Everyone's responsible andwants to get three bids Right.
But when you teach people howto actually do it, it changes
companies.
So I think that the peoplethink it's sleazy salesmanship
right, kind of like the carsalesman.
But you read the book andyou'll be surprised.

Ty Cobb Backer (43:19):
But just salesperson in general gets a
bad rap just because of the wordsales in front of person, you
know, and we don't go ahead.

Shai Ades (43:27):
I'm sorry, it's not even a word used today and I
wrote about it in the book backin the day.
Our grandparents they were.
They were salesmen.
They wore suits and Cadillacsand it was a thing of pride.
And you go on Indeed Today andcompanies are looking for
business development reps andyou buy your Apple computer from
a genius, not a salesman.

(43:49):
They're called genius.
And you go to Lululemon andthey're called facilitators or
educators or something like that.
Right, every single job that isa sales position.
They don't even use the wordsales position anymore because
it's so frowned upon.

Ty Cobb Backer (44:05):
For sure, for sure.
No, I agree, we talked aboutthat last week and I should have
looked it up between last weekand this week.
But the word sales itself Idon't know if it's old English
or old Spanish, I believe itactually means help.
You know, to help someone, notto necessarily sell something to
somebody.
And I think the world hasbecome so uneducated, even

(44:27):
though we're in the mosteducated world.
You know that.
You know the knowledge is soreadily available to us.
I think we've become so narrowminded and have been burnt so
many times by used carsalespeople.
People are afraid to use theword sales.
But when you can, you know, andthis is the thing that I think

(44:48):
you've mastered the most, and Idon't think you can find this in
any book, you know you getbooks on sales, you get books on
business, you get books onbusiness, you get books on
leadership, but nobody talksabout velocity.
Okay, and what can keep abusiness sustainable is the
velocity in which it moves.
Okay, and with that reoccurringrevenue.
You know, because a lot of it'slike and I think that's where a

(45:10):
lot of business centers gethemmed up and you do a lot.
So do we?
We, we do roofing, siding woodhas got her solar right and we
did we still do landscaping.
Now we kind of morphed it allinto one business and and and,
and I even contemplated timeslike you know, decks and pulling
permits and doing all thesethings, man, like there's no
velocity to it unless you aredoing some form of volume with

(45:33):
it.
You know what I mean, whereyou're selling 12 decks a week
and you got that monetary volumeclicking.
But I love how you've mastered,you know, velocity, which to me
one call close or manager orsales manager or whatever.
Listening to this right now,this is very important.
The velocity in which you closethe sale right and the velocity

(46:07):
in which you get it on theschedule, the velocity in which
you move to keep the homeownerhappy, get the job completed on
time and then get paid.
That's what's going to sustainit and keep your business
relevant.

Shai Ades (46:18):
And pay your rep, don't forget the rep, right,
like, that's so important forthese guys too and that's what
keeps them going too.
And the other thing like yousaid, you do a bunch of products
.
I do a bunch of products.
Like, the average homeownerbuys two and a half products
from us, right?
I teach our guys to only sellone product at a time because
you don't want to overwhelm thehomeowner.

(46:39):
It's easier to make a buyingdecision at 25 K than 60 K.
There's less buyer's remorse.
But three days later, once westart tearing off your roof,
like, believe me, we're goingback to sell you insulation.
We're going back to sell yougutters.
We're going back to sell youpaint for the facial boards we
just replaced.
So anyone listening that's notdoing complimentary projects or

(47:00):
products, like, if you'reselling roofing and you're not
doing attic insulation andgutters, you're leaving money on
the table.
Right.
If you're selling paint andyou're not doing the patio cover
, like, instead of painting thepatio cover, sell them a
replacement patio cover.
Right.
If you're doing like and it allrolls one into the other, and if
you find a customer that likesyou and trusts you, they want to

(47:24):
and they're also excitedbecause a lot of times,
especially with the doorknocking, we're taking people
that are not in a homeimprovement state of mind and
putting them in a homeimprovement state of mind and
there's a lot of excitement andemotion that goes into it and
one project rolls into the next.
When you buy a new car, youtint the windows and you add
sound.
When the car's old, you don'tdo anything to it.
You think about getting rid ofit.

(47:44):
So it's like, how quickly canyou capitalize on this emotion?
And I tell people you need togo, capitalize on the emotion
and we call it a reload, reloadmore projects before the bill
comes, because once the billcomes the emotion's gone.
Now it's this bill, right?
So we sell a lot of projects ina week, two weeks, to the

(48:05):
homeowner and it comes down tomaking sure your salesmen are
going and visiting theircustomer.
How often does the guy thatsigned the contract go visit
their job?
Never, they're on to the nextone.
But you've got to build thatrelationship.
And then we teach our salesmenhow to knock on the neighbor's
doors and make sure theneighbors want to keep up with
the Joneses, right?

(48:26):
And then it just builds andbuilds, and builds and we pay
them more money.
We pay 20% of profit share toour sales reps for leads that we
give them.
If they generate the leadthemselves, we pay them 35%.
We almost double theircommission to incentivize them
to knock doors and ask forreferrals on their free time.

Ty Cobb Backer (48:57):
I'm thinking of LTV, you know, lifetime value,
you know, and reoccurring,reoccurring clients, because
that's one of our biggest.
You know, we I call it athree-legged stool.
We have a couple ofthree-legged stools, but one of
them is is repeat customerreferrals and shit.
What's the other one, review,we, we, we ask for reviews and
stuff like that.
So I, yeah, so I don't know ifI've ever thought about sending

(49:20):
the guys back out during theproject and, you know, bringing
things to the homeowner'sattention, like, hey, you know
why we're here, we can do thisand do that, I mean, I think Hi,
I feel like I'm so sorry.

Shai Ades (49:32):
I can't.
I was so focused on your roofthat.
I didn't notice the peeling,chipping and cracking on your
siding.
I didn't notice this.
I'm so sorry.
Let me go outside and show yousomething.
And then you walk out with asale and then the other one is
take that homeowner.
Do you know the neighbor?
Awesome, ty, can you do me afavor?
Will you just introduce me tothe neighbor?

(49:53):
Now you're not even cold anddoor knocking anymore.
You're having John go take youto Dave's house.
All he has to say is hey Dave,this is shy.
He's the guy that's doing ourroof.
Hey, dave, how are you doing?
I'll take it from there.
Who came first, you or John?
Oh, we've been here before.
Then how old's your roof?
You know I'm going to be hereall week.
How about I just hop up there,give you a free inspection, no
obligation?
Next thing, you know there'syour sale and then you're

(50:15):
selling him insulation and thengutters.
And, by the way, who do youknow?
Because we also give ourcustomers $500 referral credits,
right, yeah, you want me to payfor the deposit, or do you want
to pay for the deposit?
If you want me to pay thedeposit, give me two referrals
that buy from me.
We'll waive the thousand bucks.
I'll give you a thousand bucks,awesome.
So it's all these little thingsthat we teach our reps that

(50:37):
keep the momentum going.

Ty Cobb Backer (50:39):
Yeah, I love it.
I love it.
It's all about velocity and themomentum, man, and when you got
the momentum you got to keep itgoing too.
Great, great, great, great.
So before we get off here,let's dip into a little bit on
the personal side here.
What keeps you motivated, bothprofessionally and personally?

Shai Ades (50:57):
So I have huge goals right.
I have an incredible wife, loveof my life.
I have three beautifuldaughters and I just want to
give them a life that you knowwe all dream of.
We travel a ton, so we love totravel.
That's big for us.
We're about to build our house.
We've been in the city for overthree years to build our house.

(51:20):
The girls like what my girlsthink is normal and what I grew
up with was normal.
You know, eating out fivenights a week is normal to these
girls.
To me, eating out was a specialoccasion right Going to New
York for Thanksgiving, going toMexico, going to Tulum, going,
you know, to Italy, going here,going there To them.
They really treasure it andthey remember this and the

(51:43):
culture they're getting isamazing.
My parents traveled with us alot and one of the things that
Tracy, my wife and I said whenwe had kids is we're never going
to let our kids stop us fromtraveling.
We're just going to travel withour kids.
And I really like nice thingstoo.
I like nice cars and I want ayacht and we want houses.
And my wife wants to do a monthin Spain and a month in Italy,

(52:05):
and you know I want to be ableto give them all these things.
And then the other thing thatkeeps me going is the reward I
get from watching my reps.
You know, tyler, my businesspartner at Tidal, used to be a
manager for me.
He was a sales rep for me first, then he was a manager for me
and then we did this together.
He bought his first housebecause of what we did together.

(52:27):
I have sales reps that boughttheir first house together.
I have sales reps that move outof living with their parents to
renting their houses.
I have multiple reps right nowthat are getting pre-approved to
buy their first home.
I have reps that were driving,you know, hoopties, that are
driving BMWs and Mercedes rightLike, and that to me, sometimes
that's a more of a win for methan my paycheck right Is

(52:49):
watching other people level up.
When I started One Call ClothesAcademy, you know you think of
what are your core values andwhat's your motto and everything
I came up with, you know, withempowering ordinary people to
achieve extraordinary results,and that's what I want to do.
I just want people to achieveextraordinary results and to me
it's just a little feather in myhat and it's a win, and your

(53:10):
wins become my wins, and thatalso creates a stronger bond and
relationship.
I have people that have workedfor me that have their own
companies now and, yeah, theycompete with me, but I don't
look at it as competitionbecause I think there's enough
sunshine for everyone.
And every now and then you getthese text messages like thank
you so much, I wouldn't be whereI'm at without you, and like to
them that's a simple text, tome that's like dude, that's,

(53:33):
that's a heart stopper, you know, and that's what keeps me
motivated every single day.
And my three little girls Imean, they are my world.

Ty Cobb Backer (53:40):
Yeah, amazing, amazing, great order.
I love the order that you putthem in.
You know, and you should befamily first, but the impact
that you're having on on yourteam and your local community is
definitely, you know, great,great motivators and and
watching.
You know, and and I've said itbefore we've had people come, a

(54:03):
lot of people stay, um, butunfortunately, or fortunately,
we have people go and, and mostrecently I just experienced
somebody now it wasn't a textmessage, but it was a comment on
a post on Tik TOK that you know, a guy that used to work for us
had made a really nice commentin in the in the post, and and I
just they kind of just you know, and this is the strange thing
about legacy is is that that's apart of your legacy, whether
they want to admit it or not,it's because of the tools and

(54:25):
resources that you educated themon right.
They've been able to apply thatinto their own lives and create
their own businesses, and theonly thing that we can hope for
is is that they impact.
Hopefully, they make a hundredmillion dollars and can impact
another hundred million people.
You know, with the tools andresources that you've, you've
given them Right and that's.
That's the thing aboutleadership.
Like we, we can't, we won't beable to take credit for

(54:46):
everything, but but to watchother people groom, you know, to
groom them and watch them growto me that's probably definitely
up on the top five of my highlymotivators.
Of course, number one is myfamily and watching them grow
and and and and, blossom andflourish and help them achieve
their goals and their dreams andgive them the life that you

(55:06):
know, we, that we want.
And I say we emphasize thatbecause it is without them I'm
nothing.
And what I can't do alone, wecan do together.
And and when I say that I'm,I'm thinking of my family, and
then, of course, my work familytoo.
So great, great, frickingepisode, man, like you crushed
it and and thank you, we're justabout out of one hour.

Shai Ades (55:27):
That was incredible.
Thank you so much.

Ty Cobb Backer (55:29):
Yeah, no, this was good, Thank you.
So you know that's a wrap fortoday's episode of Behind the
Tool Belt.
Huge thanks to Shai fordropping some serious knowledge
on what it really takes to closedeals with confidence and
integrity.
If you're in the field, in thehome, or just looking to level
up your sales game, make sureyou check out the One Call Close
Academy.
Grab his books, follow him onsocial.

(55:50):
This guy's the real deal.
If you guys got value fromtoday's episode, do us a favor
like, share, subscribe, whateverto anybody that you feel might
get something out of this.
Leave us a review until nexttime.
Keep grinding, keep buildingand we'll catch you on the next
episode.