The Fire Time Podcast
Tim Reed
Are you tired of presentations that are only half relevant to your business? Many speakers are not practitioners of their material, simply teachers—not so with The Fire Time Podcast. This podcast is for the hearth industry and by the hearth industry. Host Tim Reed has over a decade of experience in the hearth industry, making conversations with guests relevant and extremely practical. In Season One, Tim speaks with twelve hearth industry leaders and provides content relevant to any position, whether on the retail or manufacturing side. Hearth companies everywhere are lost because the landscape of business has changed dramatically in the last ten years. They are trying hard, but they just don’t know what to do. The Fire Time Podcast equips hearth companies to win by sharing ideas and innovation from the best minds in our industry. This podcast will give you the tools to move the needle in your company and win in the changing landscape. This podcast is the first of its kind—specific to the business that you work in every day and simple enough to teach you what’s needed to succeed. Do not miss out on The Fire Time Podcast, available for Apple and Droid devices or at www.itsfiretime.com/podcast. The simple and repeatable steps provided will empower you to grow the bottom line of your company and inspire the team that you lead. ABOUT: Tim Reed is the Retail Sales Leader at Fireside Home Solutions in the Pacific Northwest where he helps his team members make it so stupidly easy to buy from them that there is no excuse not to. Starting as individual salesperson in an empty warehouse, he has grown Fireside’s Retail division by millions (after cutting his marketing budget by 90%). Tim has been invited all over the country to teach companies how to market effectively to their customers and sell more than ever before. His YouTube videos, sales blog, and “Fire Time Podcast” have become a resource for the industry and are actively helping thousands of people rethink their paradigms so that they can grow their businesses in the changing landscape. Tim learned “just enough to be dangerous” about sales, marketing, web development, and leadership from years of playing guitar in a failing punk band—which he swears has uniquely qualified him for his job today. Now considered one of the most innovative minds and compelling communicators in the industry, Tim uses his platform to serve others, helping them create clear messages that are wildly compelling to their audiences. Tim lives in Portland, Oregon with his wife, Jessica, two children, Olivia and Luke, and his 90 pound Golden Retriever, Walter. He still plays guitar in a failing punk band. CONTACT: tim@itsfiretime.com | www.itsfiretime.com
Episodes
Mentioned books
Oct 28, 2025 • 1h 34min
Mark Stoner & Kenneth Walker - Building a Winning Showroom (Part 2)
"Pick the story first, then go find the brands to fit it."
This week, Kenneth Walker returns and is joined by podcast and industry veteran Mark Stoner, President of Ashbusters, to have a practical conversation about the process of building an actual showroom.
In this episode, Tim, Mark, and Kenneth discuss:
Product positioning in your showroom so that they tell a cohesive story and make it easier for customers to understand both what they are and how they can solve their particular problem.
The Good/Better/Best display approach: Good - cost effective with a few basic options. Better - "Bang for the buck." Best - Premium look with the most design flexibility.
Showroom elements, layout, and coming up with a plan/sticking to it; displays, digital design centers, music, and how to balance those things effectively.
What are we doing with the opportunities that we have? Using foundational metrics to turn intentional marketing dollars into estimates and sales.
The planned follow-up for showroom visits and "Explaining the Process" to customers, while maintaining the goal of getting into the home.
Don't miss this follow-up to last week's episode to hear why applying the sales and marketing process to a showroom in a new way can make you a better service company.
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To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
Read The Fire Time Magazine Reader Edition online: https://magazine.itsfiretime.com
Download The Fire Time Magazine app to get full access to the magazine (for free): https://www.itsfiretime.com/app
Oct 21, 2025 • 1h 29min
Kenneth Walker - 5 Principles for a Winning Showroom
"The purpose of your showroom is to sell the in-home visit."
This week, Tim welcomes Kenneth Walker, independent sales rep for Fire Walker Sales covering nine states, to break down the five principles every winning fireplace showroom needs. Kenneth has seen hundreds of showrooms—from thriving retail operations to struggling chimney service companies trying to break into retail—and shares exactly what separates success from failure.
In this episode, Tim and Kenneth discuss:
Why marketing your showroom is step one: Most customers don't randomly walk into hearth stores—they're destination shopping, which means if you don't tell them you exist with clear CTAs, QR codes on trucks, and explicit messaging, they'll never find you.
Simple and thoughtful always beats big and fancy: A tight 20x20 showroom with strategic product placement will outsell a massive space with 40 wood stoves and 17 brands where customers get lost and salespeople can't become experts on anything.
Product positioning is your secret weapon: Stop trying to show everything from every brand and instead build a clear price ladder using each vendor's strengths—like the taco truck with beef, chicken, and fish tacos, not 45 varieties of beef.
Signage and pricing eliminate customer anxiety: Posting average installed price ranges shows customers the full ladder from $4,000 to $9,500, takes price off the table as an objection, and naturally wins the sit-down estimate without awkward budget conversations.
In-home appointments are where you actually sell fireplaces: The showroom sells the home visit, the home visit sells the fireplace—and charging customers $250 to come measure means you're tripping over hundred dollar bills trying to pick up pennies.
Don't miss this tactical guide to building a showroom that creates buying experiences instead of browsing experiences.
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Become a supporter of The Fire Time Network and get access to awesome rewards: https://itsfiretime.com/join
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
Oct 14, 2025 • 1h 2min
Seth Fultz - Value Over Price: The Long Game in Sales
"The work starts when you make the sale."
This week, Tim does a deep-dive into the intricacies of sales with his friend Seth Fultz, Regional Sales Manages at Bridgewell Resources, who talks about his experience wearing multiple hats within his role - from inventory management and in/outbound logistics, to truck driver manager and even amateur psychologist.
In this episode, Tim and Seth cover:
Selling on price, value, and service when your product is the same as your competitors or you are competing against manufacturers.
Developing a sales process and why sales is ultimately about service.
Behaviors that every salesperson should adopt and pursuing business that hasn't closed yet.
Persistence, sticking with a process, and being comfortable with rejection in order to make it long-term.
Tune in now to hear this unique perspective from a completely different industry and how it relates to your business and sales process.
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Become a supporter of The Fire Time Network and get access to awesome rewards: https://itsfiretime.com/join
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
Oct 7, 2025 • 33min
Bart Ogden - Building a Service-First Business
"Service isn't a necessary evil—it's your most valuable relationship builder."
This week, Tim welcomes Bart Ogden, owner of Home Safe Hearth & Chimney in Wichita, Kansas, to discuss how service work can be the foundation of a thriving hearth business. Starting as a chimney sweep in 1979 in a town of 600 people, Bart built his company on a simple principle: if someone calls needing help, we're going to help them—regardless of brand, age, or who installed it.
In this episode, Tim and Bart discuss:
Why servicing everything—not just what you sell—builds long-term customer relationships that outlast and outperform the initial sale.
The lifetime value of a service customer: How annual or bi-annual maintenance over decades generates more revenue than the original installation, and creates trust when replacement is finally needed.
Profitability through knowing your numbers: Why specialty service businesses need 60% margins to thrive, and how to build a supply chain that supports servicing all brands.
Building a systematic training program: How Bart created a 100-day curriculum using certification paths (CSIA, NFI) that trains every technician to the same standard, regardless of their background.
The power of great inspections: Why every successful service job starts with ensuring customers know the exact condition of their system, then letting them choose what happens next.
Don't miss this episode that reframes service from an afterthought into the strategic foundation of a sustainable hearth business.
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Become a supporter of The Fire Time Network and get access to awesome rewards: https://itsfiretime.com/join
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
To get a copy of the 2025 Fire Time Journal: https://www.itsfiretime.com/journal
Read The Fire Time Magazine Reader Edition online: https://magazine.itsfiretime.com
Sep 30, 2025 • 1h 4min
Adam Spencer and Nate Lammers - Tales From a Real Life Customer
"The customer bought the experience, not just the fireplace."
This week, Tim welcomes Nate Lammers, (Midwest Sales Representative for Kozy Heat), and Adam Spencer, a homeowner who recently completed a major fireplace remodel. After Nate discovered his neighbor Adam had purchased a fireplace from a local dealer, he realized Adam's buying experience validated everything they teach about the sales process—and they needed to get him on the podcast.
In this episode, Tim, Nate, and Adam discuss:
Why speed of response matters: How a 10-minute callback won the sale over competitors who were unresponsive or unmotivated, even though the actual installation was months away.
Being a guide instead of overwhelming customers with technical details: The winning dealer spent hours understanding Adam's needs without making him feel inadequate for not knowing fireplace terminology.
The value of one-stop-shop service: How offering "beginning to end" project management—from demolition to stone work to installation—eliminated customer stress and justified premium pricing.
Brand awareness disconnect: Why Adam can't remember his wood stove brand and what this means for how manufacturers should approach consumer marketing versus dealer support.
Price transparency builds trust: Why showing average installed price ranges online helps customers self-qualify and avoids the feeling of being "duped" by bare product prices that don't reflect real project costs.
Don't miss this unique episode that brings the customer's voice into the conversation and reveals what actually drives purchase decisions.
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Become a supporter of The Fire Time Network and get access to awesome rewards: https://itsfiretime.com/join
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
Read The Fire Time Magazine Reader Edition online: https://magazine.itsfiretime.com
Sep 23, 2025 • 46min
Jerry Isenhour - Never Stop Learning
"A mentor or a coach is someone that you can discuss your innermost fears with."
In this episode, Tim welcome Jerry Isenhour, President of the CVC Success Group, back to the podcast to talk about intentional mentorship and learning in the current landscape of the industry.
Tim and Jerry cover:
How to approach mentoring relationships while endeavoring to learn and grow, yourself.
Seeking guidance and avoiding the temptation to "go it alone" in an independent industry.
The SWOT assessment of a business: Strengths, Weaknesses, Opportunities, and Threats.
Still being able to learn things during disagreements or in difficult situations.
Listen now to hear how leaning into coaching or mentorship can help you progress through fear and open the door of opportunity.
Jerry's podcast referenced in this episode: https://www.facebook.com/share/v/1FSix7LKho/
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Become a supporter of The Fire Time Network and get access to awesome rewards: https://itsfiretime.com/join
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
Read The Fire Time Magazine Reader Edition online: https://magazine.itsfiretime.com
Download The Fire Time Magazine app to get full access to the magazine (for free): https://www.itsfiretime.com/app
Sep 16, 2025 • 1h 11min
Kristin Ratzlaff - Sales is a Game of Persistence
"Customers need more than what you want to sell them."
This week, Tim has a long-awaited conversation with his sister-In-law Kristin Ratzlaff, a global team leader at a software as a service (SaaS) company, with decades of experience, who travels the world doing high-level sales. After years of discussing everything from business and sales to fear and opportunity, they finally sits down with Kristin to talk about growing up in the fireplace industry and how that impacted her career in sales.
In this episode, Tim and Kristin discuss:
How early experiences in sales can teach valuable lessons that stay with you throughout your career.
Building credibility through being authentic and allowing customers to talk about themselves to see where you fit.
Approaching difficult conversations with team members and balancing coaching and encouragement while being sensitive to the individual.
The sales process and building a framework that sets people up for success.
Pursuing opportunities so that momentum doesn't stall without being too pushy or aggressive.
Don't miss this unique episode to hear how a sales leader can create an environment that sets their team up for success.
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Become a supporter of The Fire Time Network and get access to awesome rewards: https://itsfiretime.com/join
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
Read The Fire Time Magazine Reader Edition online: https://magazine.itsfiretime.com
Download The Fire Time Magazine app to get full access to the magazine (for free): https://www.itsfiretime.com/app
Sep 9, 2025 • 54min
Dave Anderson - Small Dollars Add Up to Big Sales
In the second episode of Season 15, Tim sits down with "Montana" Dave Anderson from AES to follow up on last week's conversation with Clay Dennis about how intentional small dollar sales can lead to big time growth in your business.
Tim and Dave Discuss:
Dealers and manufactures feeling sales pressure in the coming season, years after the post-pandemic boom.
Listening well to customer's problems in order to offer effective solutions.
Not letting opinions or assumptions about products or customers keep you from making a sale.
Following a checklist of items to maximize small dollars that add up to big sales.
Don't miss this great conversation to hear how the steps that increase small sales can also lead to building an impactful business.
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Become a supporter of The Fire Time Network and get access to awesome rewards: https://itsfiretime.com/join
To hear more audio articles from our magazine, subscribe to the Fire Time Magazine Podcast: https://www.itsfiretime.com/magazine
Read The Fire Time Magazine Reader Edition online: https://magazine.itsfiretime.com
Download The Fire Time Magazine app to get full access to the magazine (for free): https://www.itsfiretime.com/app
Sep 2, 2025 • 46min
Clay Dennis - Decide What You Stand For
In this thought-provoking discussion, Clay Dennis, a seasoned podcast guest and author of "Building Better Businesses," shares his insights on creating impactful enterprises. He emphasizes that successful businesses focus on nurturing their people over mere profit. Clay highlights the importance of core values as decision-making tools that shape company culture and foster long-term relationships with customers. They also delve into crafting a community-centric culture that prioritizes mentorship and integrity for lasting success.
4 snips
Aug 26, 2025 • 22min
"Exceptions Create Chaos, Standards Create Clarity" by Zack Estes (FTM Rapid Reaction)
Zack Estes, an expert in standardization and lean thinking, discusses the transformative power of establishing clear standards in the workplace. He highlights how standardization reduces chaos and enhances efficiency, pointing to practical tools like Gimba Docs and laminated checklists. Zack shares insights from his experiences, such as using a pricing spreadsheet to improve team accountability. The conversation emphasizes that visible standards foster clarity and engagement, making teams more effective and less frustrated in their daily operations.
