Price Book Overhaul and Counterintuitive Pricing

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Join us for a deep-dive conversation between Ken Goodrich, the visionary who rescued the legendary Goettl brand from the brink of bankruptcy, and Jake Gress, the current CEO tasked with leading the company into its next era of growth.

In this episode, Ken and Jake discuss the rich 89-year history of Goettl—the company that pioneered residential air conditioning in the Southwest—and explore the transition from "brute force" entrepreneurial growth to a sophisticated, data-driven enterprise. Whether you are a home services professional or a business leader, this episode offers invaluable insights into technical craftsmanship, operational excellence, and the psychological journey of selling a "business baby"

NEW Episodes Every Tuesday!

00:01:03 – The Invention of Habitability: How Goettl’s founders patented residential AC and made Phoenix livable

00:02:26 – The $500,000 Turnaround: Ken Goodrich recounts buying the company days away from bankruptcy in 2013.

00:03:30 – New Leadership, New Perspective: Jake Gress discusses transitioning from multi-billion dollar distribution to home services.

00:06:58 – The 100-Person Relay Race: Managing the complexity of daily handoffs in a dynamic service business.

00:09:03 – Operational "Leaks": Finding the blind spots and why Goettl returned to the "ServiceTitan" fundamentals

00:10:44 – The Data Unlock: How a "Data Lake" and measuring "on-time" arrivals transformed the customer experience

00:13:16 – Counterintuitive Growth: How Jake lowered prices while simultaneously increasing gross profit margins

00:15:46 – The Five Stages of Grief: Ken shares the psychological impact of selling a business that has become your identity.

00:22:05 – Freedom in a Framework: Designing systems that allow employees to act like entrepreneurs

00:29:18 – Refining Culture: Moving from brute force to servant leadership and the Gallup Q12.

00:33:55 – The Future of Goettl: Growth plans for the Southwest and expanding into colder "seasonality" markets

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We are the PREMIER home services podcast! To The Point Home Services Podcast exists to help everyone in the trades learn how to grow and succeed with their business. 

Every Tuesday, host Chris Yano (CEO of RYNO Strategic Solutions) joins a special guest to talk about what's hot in the industry, give FREE takeaways that you can implement in your business, chat about current industry trends and topics, and so much more! Featuring high-profile guests ranging from Ken Goodrich and Terry Nicholson to names like Mike Tyson, Roy Williams, and Jim Abrams, we have a lot of fun and deliver simple, clear advice that will help you grow. 

Whether you're a new technician just starting their career or a veteran owner of a trades company, there's something here for everyone! We discuss marketing strategies, new technology, financial planning advice, organizational excellence, and touch on many basic and advanced principles of business success that we hope will push you to the next level. From plumbing and HVAC to electrical, roofing, and more, we invite you to join us each week to hear from industry experts, laugh, and learn.

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