Marketing Mix: Take Marketing vs. Make Marketing

When a $100 million company can't hit its sales goals for 18 months, what do you do?

You call Charlie Gindele.

In this episode, Charlie walks us through a real-world sales department turnaround that increased close rates by 35% in just 30 days—and kept the momentum going month after month.

But here's what makes this episode so valuable: Charlie uses this case study to break down the exact fundamentals every contractor needs to master, regardless of size.

Whether you're doing $400K a month or $30 million, the principles are the same. The one-call-close process works. Pricing strategy matters more than you think. Sales manager accountability is non-negotiable. And when you get these and other fundamentals right, the results are predictable.

Charlie doesn't just tell the turnaround story—he shows you how to apply these strategies in your own business. From the three questions that force customer commitment before talking price, to why a 40% close rate might actually be a red flag, to how he exited weak sales managers and built a winning culture.

This is a masterclass in sales fundamentals from the wisest man in home improvement.

Key Highlights: 

(0:00) Introduction

(1:07) Welcome to Episode 252 with Charlie Gindele

(2:56) The $100M Company That Couldn't Hit Its Sales Goals for 18 Months

(6:03) The "Finance Savings Plan" That Killed Urgency

(11:43) The One-Call-Close Process: 3 Questions That Changed Everything

(16:19) How Integrity & Accountability Increased Close Rates by 35%

(20:36) Changing the Culture from "Stuck" to "Winning"

(23:20) The Fundamentals Work—No Matter Your Company Size

(26:02) The One-Call-Close vs. "Professional Visitor" Sales Models

(30:20) Stop Throwing Leads at the Wall and Hoping They Stick

(31:44) Why Charlie Never Misses Accelerate LIVE!

(33:19) Charlie's Shelby Story: The 2009 GT500KR with 76 Miles

(37:09) Closing Thoughts

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Additional Resources:

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