Selling in the Dwelling

Corey Cousins of Destination Motivation shares why the most successful professionals in home improvement sales focus on people over products. Drawing from years of experience in sales training and contractor sales, Corey explains why customers buy with emotion and justify their decisions with logic. From building trust and creating a better customer experience to asking the right questions during the sales process, he breaks down what separates average sales reps from top performers. Rather than relying on product features and scripted presentations, Corey teaches how emotional selling helps homeowners feel confident in their decisions and ultimately leads to more closed deals.The conversation explores sales psychology, buyer's remorse, customer experience, and the importance of helping customers envision life after the project is complete. Corey shares practical strategies for uncovering a homeowner's true motivation, creating emotional connections throughout the buying journey, and reducing cancellations by focusing on outcomes instead of features. He also explains how Destination Motivation helps contractors improve close rates and customer satisfaction by attaching meaningful experiences to the sales process, creating a win for both the company and the homeowner. A must listen!Lessons for DwellersWhy people buy with emotion and justify with logicHow to create a customer experience that builds trustThe importance of uncovering a homeowner's true motivationWhy outcomes matter more than product featuresHow emotional connection reduces buyer's remorse and cancellationsConnect with Corey Cousins on LinkedIn: https://www.linkedin.com/in/corey-cousins/Check out www.Destination Motivation.comChapters00:00 Introduction to In-Home Selling and Guest Introduction01:49 Understanding Destination Motivation's Unique Selling Proposition06:13 The Emotional Aspect of Selling and Customer Experience09:49 Sales Process and Training Methodologies19:25 Current Trends in the Home Improvement Industry and Customer Expectations24:23 Understanding Buyer Psychology31:41 Crafting Emotional Connections in Sales34:10 The Importance of Customer Experience39:03 Effective Pricing Strategies in Sales46:45 Leveraging Technology for Sales SuccessConnect with your host Allan Langer on LinkedIn: @AllanLangerCheck out Allan Langer's website: The 7 Secrets Sales AcademyVisit our Title Sponsor: Paradigm VendoThe Best software for the in-home sales industry!Visit our sponsor for the Ask Allan segment of the show:Destination MotivationIncrease your close rate and decrease your cancellations!

Megan Beattie of Tony Hoty & Associates has built her reputation helping home improvement companies solve one of the biggest challenges in the industry: generating quality leads. From call centers and home shows to retail marketing and lead management, Megan shares why many contractors are struggling today after the post-pandemic boom years and what it takes to create a consistent flow of opportunities without relying solely on expensive digital marketing. She explains why successful companies focus on people and process first, and why the person answering the phone may be one of the most important employees in the entire business. One of the most valuable parts of the conversation centers around communication. Megan breaks down why great salespeople and call center professionals ask better questions, stay curious, and avoid sounding scripted or demanding. From handling one-party appointments to creating better customer experiences at home shows and events, she shares practical strategies that help lower resistance, build trust, and increase appointment quality. Her philosophy is simple: questions lead to confessions, and the companies that learn how to listen will always have an advantage. Lessons for Dwellers Why questions lead to better sales conversations  How to reduce resistance when setting appointments  The role call centers play in creating quality leads  What separates successful home show programs from unsuccessful ones  Why people and process matter more than marketing tactics aloneConnect with Megan Beattie on LinkedIn: @MeganBeattieChapters00:00 Introduction to the Podcast and Guest01:00 The Lead Generation Crisis04:39 Foundational Steps for New Businesses07:10 The Importance of Call Center Staff08:39 Handling One Party Appointments11:52 Educating Call Center Staff14:43 Effective Communication Techniques18:21 The Role of Tone in Sales Conversations20:25 Creating a Positive Customer Experience23:06 Navigating Pressure in Sales Conversations25:35 The Importance of Home Shows29:28 Maximizing Lead Generation at Events34:10 Ask Allen: Home Show Strategies45:01 Consulting and Resources for Sales SuccessConnect with your host Allan Langer on LinkedIn: @AllanLangerCheck out Allan Langer's website: The 7 Secrets Sales AcademyVisit our Title Sponsor: Paradigm VendoThe Best software for the in-home sales industry!Visit our sponsor for the Ask Allan segment of the show:Destination MotivationIncrease your close rate and decrease your cancellations!

Greg Cummings of Power 100 has spent years studying what separates great home improvement companies from average ones. Through interviews with industry leaders and Power 100's contractor ranking platform, Greg has seen firsthand that long-term success isn't built on flashy marketing or rapid growth alone. The companies that rise to the top consistently invest in leadership, culture, customer experience, and a reputation that stands the test of time. He shares why some contractors get stuck in the dangerous middle stage of growth while others break through to become industry leaders.A major focus of the conversation is the rise of AI and what Greg calls "AI Findability." As homeowners increasingly use AI-powered tools to research contractors, trust, transparency, and third-party validation are becoming more important than ever. Greg explains why customer experience now outweighs product alone, how AI is changing the way consumers make buying decisions, and why companies that focus on doing the right things consistently will be the ones that win in the years ahead.Lessons for DwellersWhy AI Findability matters for future growthThe leadership traits shared by top-performing companiesHow culture impacts customer experience and profitabilityWhat contractors need to know about the changing buyer journeyThe difference between growth and sustainable growthConnect with Greg Cummings on LinkedIn: @GregCummingsChapters00:00 Introduction to Selling in the Dwelling02:49 Understanding Power 100 and Its Impact05:39 The Shift in Consumer Behavior08:27 AI and Its Role in Home Improvement11:19 The Importance of Company Culture14:35 Navigating the Danger Zone in Business17:19 Attributes of a Great Sales Rep20:36 Defining Great Leadership23:18 Advice for Young EntrepreneursConnect with your host Allan Langer on LinkedIn: @AllanLangerCheck out Allan Langer's website: The 7 Secrets Sales AcademyVisit our Title Sponsor: Paradigm VendoThe Best software for the in-home sales industry!Visit our sponsor for the Ask Allan segment of the show:Destination MotivationIncrease your close rate and decrease your cancellations!

Mandy McEwen of ModGirl Marketing and Luminetics believes the future of sales belongs to the people willing to build real relationships online. After starting her career in home improvement sales with companies like Sherwin-Williams and Renewal by Andersen, Mandy discovered the power of relationship-driven marketing long before personal branding became a trend. What began as teaching herself online marketing while selling windows eventually evolved into building successful agencies that help professionals grow their visibility, authority, and business through LinkedIn and authentic content creation.One of the biggest takeaways is how overlooked LinkedIn still is within the home improvement industry. While many sales reps rely entirely on company-provided leads, Mandy explains how building a personal brand can create long-term opportunity, referral relationships, and trust within your local market. From sharing before-and-after projects to posting authentic content and simply showing more personality online, the goal isn’t just more visibility, it’s building real human connection in a world increasingly filled with automation. Lessons for DwellersWhy people buy from humans, not polished sales pitchesHow LinkedIn can create opportunities for in-home sales repsWhy authenticity outperforms overly polished marketingHow to become the trusted expert in your marketWays AI can support—not replace—the human side of salesConnect with Mandy McEwen on LinkedIn: @MandyMcEwenConnect with your host Allan Langer on LinkedIn: @AllanLangerCheck out Allan Langer's website: The 7 Secrets Sales AcademyVisit our Title Sponsor: Paradigm VendoThe Best software for the in-home sales industry!Visit our sponsor for the Ask Allan segment of the show:Destination MotivationIncrease your close rate and decrease your cancellations!

Most sales reps don’t fail because they lack talent—they fail because they have no idea what they’re doing wrong.That’s the gap Sebastian Jimenez set out to solve with Rilla, a platform built around one simple but powerful idea: capture real sales conversations and turn them into coaching opportunities. What started as a rough concept evolved, through years of trial, error, and market pivots, into one of the fastest-growing sales technology companies in the industry.At the core is a completely different approach to growth. Instead of avoiding mistakes, the focus is on learning from them, fast. By reviewing conversations the same way athletes study game film, sales reps can see exactly what worked, what didn’t, and where they lost the deal. That level of visibility, paired with AI-driven feedback, creates what Sebastian calls “human reinforcement learning,” a system where reps improve through constant iteration, not guesswork. The result isn’t just better performance, it’s faster development, stronger teams, and a clear competitive edge.Lessons for Dwellers Why most sales reps plateau, and how to break that cycle  How reviewing your sales calls like game film accelerates growth  The concept of “human reinforcement learning” in real-world sales  Why fast failure leads to faster success  How AI is transforming sales coaching and development  What elite teams do differently to improve fasterConnect with Sebstian Jiminez on LinkedIn: @SebastainJiminezCheck out: Rilla.comConnect with your host Allan Langer on LinkedIn: @AllanLangerCheck out Allan Langer's website: The 7 Secrets Sales AcademyVisit our Title Sponsor: Paradigm VendoThe Best software for the in-home sales industry!Visit our sponsor for the Ask Allan segment of the show:Destination MotivationIncrease your close rate and decrease your cancellations!

In this episode of Selling in the Dwelling, Allan Langer sits down with Dean Curtis, CEO of Ingage, the incredible software presentation platform that is transforming the industry. They both break down how modern in-home sales is shifting—and why the traditional “flip book” or linear presentation is quietly killing your close rate. Dean shares how Ingage was built to solve a real problem: sales reps need to be able to think, move, and respond in real time. From his background in tech with Apple and Oracle to leading a platform used across the home improvement industry, he explains why the future of selling isn’t about better scripts - it’s about better experiences. One of the biggest shifts? Sales reps can now review exactly how they presented - what they showed, when they showed it, and how long they stayed there - just like a football team reviews game film. That level of visibility turns every appointment into a coaching opportunity, helping reps refine their approach and improve faster than ever. You're not going to want to miss this very "Ingaging" episode!Lessons for Dwellers Why a rigid sales process is costing you deals  The power of a non-linear, customer-led presentation  How reviewing your “sales film” makes you better, faster  Why better experiences are beating better products  How technology can elevate (not replace) great salespeople  The role of curiosity and coaching in building stronger teamsConnect with Curtis Dean on LinkedIn: https://www.linkedin.com/in/deanc23/Check out Ingage.ioChapters00:00 Introduction to Selling in the Dwelling01:55 The Origin Story of Ingage05:40 Dean Curtis' Career Journey09:38 The Evolution of Ingage's Focus13:26 The Nonlinear Sales Process17:08 The Importance of Customer Experience20:56 Ingage's Role in Sales Training24:53 Leadership Style and Company Culture28:37 Future Trends in In-Home Selling32:26 Hiring for Curiosity and Ownership36:13 Advice for Young EntrepreneursConnect with your host Allan Langer on LinkedIn: @AllanLangerCheck out Allan Langer's website: The 7 Secrets Sales AcademyVisit our Title Sponsor: Paradigm VendoThe Best software for the in-home sales industry!Visit our sponsor for the Ask Allan segment of the show:Destination MotivationIncrease your close rate and decrease your cancellations!

What does it really take to build a billion-dollar business in the home improvement space and still sleep at night? In this kickoff episode of Selling in the Dwelling, Allan Langer sits down with Matt Esler, owner of one of THE largest Renewal by Andersen affiliates in the United States, to unpack what separates high-volume sales from true, sustainable success.This conversation goes beyond scripts and closes. Matt shares how shifting from transactional selling to a customer-first experience completely changed the trajectory of his business, and why the best sales professionals today aren’t just closers, they’re problem solvers. From building a culture that values teammates as much as customers, to redefining what it means to be a “top producer,” this episode is a masterclass in doing business the right way (and still winning big).Lessons for Dwellers Why customer experience matters even when they don’t buy The difference between high volume and high-quality sales  How to build a sales culture people actually want to be part of  Why referrals and repeat business should be your focus  The mindset shift that separates average reps from top performers  What it really takes to grow, and sustain, a massive business If you’re in sales, leadership, or building something of your own, this episode will challenge how you think about success, and how you show up to earn it.Connect with Matt Esler on LinkedIn: @MattEslerChapters00:00 Introduction to Selling in the Dwelling Podcast00:57 The Journey of Matt Esler04:35 Growth and Success of Esler Companies09:08 Customer Experience Focus in Home Improvement14:48 Building a Positive Company Culture22:20 Entrepreneurial Beginnings and Lessons Learned31:31 Advice for Young EntrepreneursConnect with your host Allan Langer on LinkedIn: @AllanLangerCheck out Allan Langer's website: The 7 Secrets Sales AcademyVisit our Title Sponsor: Paradigm VendoThe Best software for the in-home sales industry!Visit our sponsor for the Ask Allan segment of the show:Destination MotivationIncrease your close rate and decrease your cancellations!