How KangaRoof Got Early Wins Just 5 Weeks Into Endless Customers [Endless Customers Podcast Ep. 147]

This transcript has been generated by AI and not checked for accuracy. 

00:00:00:00 - 00:00:00:21

Stacie Feller

If you're going to do it,

00:00:00:21 - 00:00:03:07

Stacie Feller

jump in with feet first with, with with both feet.

00:00:03:11 - 00:00:04:13

Stacie Feller

because otherwise

00:00:04:13 - 00:00:05:14

Stacie Feller

it's not going to work.

00:00:05:16 - 00:00:25:03

Bob Ruffolo

You're listening to The Endless Customers podcasts, brought to you by the team at IMPACT and Endless Customers, is the proven system to become the most known and trusted brand in your market. You can start to learn the principles of Endless Customers and how you can implement them in your business. Pick up a copy of Endless Customers, a national bestseller wherever books are sold.

00:00:25:05 - 00:00:48:01

Bob Ruffolo

Ready to start implementing Endless Customers in your business? Talk to IMPACT about how our coaching program can help you implement Endless Customers to success. And if you want to experience Endless Customers in person. Do not miss our upcoming conference. Endless Customers Live in Hartford, October 5th through the 7th, 2026. Registration is now open. And now onto the show. Here's your host, Alex Winter.

00:00:48:03 - 00:01:10:17

Alex Winter

Today's episode is about what can happen when leadership creates alignment, removes excuses, and gives a team permission to move fast. A lot of companies assume building trust through Endless Customers takes months before you start to see any traction. But sometimes when the culture is right and the vision is clear, momentum can start almost immediately. Joining us today is Stacie Feller.

00:01:10:17 - 00:01:18:04

Alex Winter

She's the president of KangaRoof, whose team is still early in their Endless Customers journey but is already seeing meaningful wins

00:01:18:09 - 00:01:45:05

Alex Winter

From using 1-to-1 video to reengage opportunities, to publishing multiple videos in just the first couple of weeks. To even finding ways to use AI to remove friction in the sales process. This is a story about what happens when a team rallies quickly around a shared standard. In this conversation, we dig into what alignment date unlock culturally, how leadership accountability accelerated that adoption, and what other CEOs can learn about creating momentum fast.

00:01:45:07 - 00:01:47:13

Alex Winter

Stacie, welcome to the show.

00:01:47:15 - 00:01:48:16

Stacie Feller

Hello. How are you?

00:01:48:17 - 00:01:51:02

Alex Winter

I'm doing excellent. Thank you. How are you.

00:01:51:03 - 00:01:52:02

Stacie Feller

Doing? Great.

00:01:52:04 - 00:02:09:11

Alex Winter

Well, I really appreciate you taking the time to be on the show today and for sharing your story. Your early on in the journey. I can't wait to unpack some of this conversation. We're gonna have a great conversation here, everybody who's watching and listening. But before we do that, can you just set the stage, let people know who you are and a little bit about your company and what and what you guys do?

00:02:09:13 - 00:02:36:10

Stacie Feller

Sure. Absolutely. So as you mentioned, I'm Stacie Feller and my husband and I own a roofing company. We actually have a couple of companies, but the company that is, currently a member, with impact and, are implementing and Endless Customers is a KangaRoof. And so we're a residential roofing, company. So we do roof replacements and, roof repairs, 99% of what we do is residential work.

00:02:36:12 - 00:02:57:14

Stacie Feller

So we're not in the commercial side at all. We do quite a few churches, and that's considered commercial. So that's why I say 99%, because some people consider churches commercial. We consider them just large gods, large houses, that we do. So we do quite a few of those. But, I run and manage and operate the roofing company.

00:02:57:16 - 00:03:16:07

Stacie Feller

My husband, we have also an Hvac and plumbing, soon to be electrical added to that company, koala cooling. And he runs and operate that. So once we get Kanga solid on the analyst customers, we probably will roll over and bring, koala in on the same program also.

00:03:16:09 - 00:03:32:13

Alex Winter

That's excellent. Wow. It sounds like. It sounds like you guys are movers and shakers. I love hearing that. Yeah. Excellent, excellent. Well, I'm really excited to talk to you. We were just talking off camera before we started recording here, that you're very early on in your endless customer's journey. I see you got the book right there and list customers.

00:03:32:13 - 00:03:47:13

Alex Winter

You got. They ask, you answer are right is right on that. Right on the desk I love it. Can we talk a little bit about how did you find out about endless customers and what started you or like, motivated you and your husband to want to implement the system and get on the journey?

00:03:47:15 - 00:03:57:09

Stacie Feller

So, I've known about it for a little while, and that is, thanks to a good friend of mine, Taffy. Taffy Reagan, roofer out of, Tennessee. Yeah.

00:03:57:09 - 00:04:00:00

Alex Winter

So we love Taffy. Bill. Oh my gosh.

00:04:00:00 - 00:04:16:13

Stacie Feller

Yeah, yeah, I've known Taffy for several years. And, and as roofers, we communicate quite a bit. And especially as females in this space, not a lot of us that are females that run the operations. And so, she and I clicked in and would share a lot of stories. And she told me about this several years ago.

00:04:16:13 - 00:04:35:10

Stacie Feller

And, I've had the book and she's kept going. Stacie, you got to get on this train. You got to get on this train. And and, we are in, a pretty, pretty good storm market where we're at here. We have quite a few hail storms and not like Dallas does, but but we're a pretty heavy storm market, so, and I believed her.

00:04:35:16 - 00:04:52:03

Stacie Feller

It wasn't I to Blake, or I was like, yeah, I know, tacky, but we're we're really good where we're at. I mean, we're growing. We've got a great brand. I've had a brand manager for ten years that has done phenomenal with our brand. And, you know, we're we camp, right? We get our revenue kept growing, our business kept growing, things were going right.

00:04:52:05 - 00:05:17:16

Stacie Feller

And so I was like, yeah, well, you know, maybe, but we're okay. And, and then really kind of the, the, the we really haven't had much weather over the last few years. And so and I've known over the last probably 4 or 5 years I've talked about we've got to get to move out of the storm market mentality and get into a more retail area because, insurance is changing my background.

00:05:17:16 - 00:05:36:06

Stacie Feller

I've only been in the roofing business with my husband for ten years. My husband is a construction engineer, has been doing roofing for over 25 years, but I've only been in with him for ten years. Previous to bitterness, I was in the insurance business, and so, I've been saying all along, insurance is changing, insurance is changing, insurance is changing.

00:05:36:07 - 00:06:06:10

Stacie Feller

And I've really seen it strong in the last 4 to 5 years. So I've known we can't depend on insurance anymore for our business. And so, as the weather patterns have changed, as we're not seeing as much insurance work anymore, it's like, okay, we really have to start doing something to beef up our retail side. And, so my brand manager and I have been talking about different ways to increase market share, increase the thing, and he wants it brought up again.

00:06:06:10 - 00:06:24:20

Stacie Feller

Hey, have you thought any more about the whole they ask, you answer? Marketing strategy. And I was like, you know what I call taffy yarn? And she's like, about Tom Stacy. You know, I've been telling you. And so, and so and when I do something, I, you know, I jump in with both feet. And so if we're going to do it, let's do it.

00:06:24:20 - 00:06:42:08

Stacie Feller

And so, yeah. So that that's how we learned about it. I have, I've heard Taffy sing your praises about it. She shared with me, you know, of what they've done. I've always been impressed with some of the stuff they've done. And, so that's kind of what what started it out.

00:06:42:10 - 00:07:00:03

Alex Winter

That's a great backstory. I, I didn't realize that you had the relationship with Bill Reagan roofing images. And they're long, long standing fans and clients of impact and endless customers. And that you're right, they have had great success. So I love hearing here in that overlap. And also, I love that you're both women running these businesses in a male dominated industry.

00:07:00:03 - 00:07:15:23

Alex Winter

So kudos to you for doing that. Thank you. Now I love I love seeing that. So I also, you had mentioned beforehand, before we started recording that you came to Endless Customers Live recently. What was it like coming to the event? So you have your you have your friend telling you, hey, you got to check this out. You got to do this.

00:07:16:00 - 00:07:32:02

Alex Winter

It seems to be the right timing with what's happening in the insurance industry and just your company in general, and the changing weather and patterns and things like that. When you went to the event, what were you expecting as you went into it or like what was what was the mindset and like, what was that like compared to coming out of the event?

00:07:32:04 - 00:07:54:02

Stacie Feller

Well, so at the event so, with me, I took, my content manager, my videographer, my sales manager, and my brain manager. So there are five of us that that went to it. Wow. And, I was really impressed with the fact that we actually walked out with concrete to do items, things that we actually said, okay, this is what we have to get.

00:07:54:02 - 00:08:09:10

Stacie Feller

I'm a matter of fact, I came back and I wrote out, I just took an Excel sheet and I just started listing out things that that we said we needed to get done and starting a slide on that. And I think I ended up like 46 things. 46. Yeah. Wow. Of things that, that we could, could do.

00:08:09:10 - 00:08:33:04

Stacie Feller

I mean, and it was there were simple things. One of them, I just got approved like ten minutes before we got here, I think Marcus or somebody said on the stages, how many of your customers have your main phone number and have probably tried to text you? And you've missed them. And I remember sitting in the audience going, oh my gosh, I can't believe I haven't thought of that before, but our our phone number is all over billboards and everywhere we say it, everywhere in it.

00:08:33:04 - 00:08:41:04

Stacie Feller

And when I was sitting in in Chicago, I texted our main phone number and never got a response because it went nowhere.

00:08:41:09 - 00:08:43:02

Alex Winter

Right? Where's it go?

00:08:43:03 - 00:08:56:05

Stacie Feller

And so yeah, so I've been working through RingCentral to get it approved because you got to go through all this red tape to get it approved. I finally got it approved 15 minutes ago. So now I've got to get all that process in place. That's so yeah.

00:08:56:05 - 00:08:56:23

Alex Winter

Wow.

00:08:57:01 - 00:09:14:06

Stacie Feller

Those kind of things are the things that we walked away with actual To-Do items. Because, listen, I've gone 54 years old. I have gone to a tremendous amount of conferences in my life. They have a lot of theory. They got a lot of talk, they got all of these. But, I mean, I actually walked out with concrete things of like that.

00:09:14:06 - 00:09:18:09

Stacie Feller

Those that you can actually go do to put in action, that can actually put some money in my pocket.

00:09:18:13 - 00:09:36:09

Alex Winter

Wow, that's amazing to hear. I love hearing that. So you brought you brought your team with you. You brought your content manager. You said you brought your videographer as well. And I hear that. Yep, yep. You have this team in place. And and the customer's live was pretty recent. Can we rewind back? So when did you first kick off with endless customers and start working with impact?

00:09:36:11 - 00:09:43:02

Stacie Feller

So my alignment day was March 11th okay. And so we just where we five.

00:09:43:04 - 00:09:44:06

Alex Winter

Five weeks in.

00:09:44:07 - 00:10:01:07

Stacie Feller

Five weeks and from from alignment day. But there's something you should probably know about me, though. I move very fast. It's just the nature and the personality of who I am. And my team has adjusted to that.

00:10:01:12 - 00:10:02:12

Alex Winter

Okay.

00:10:02:14 - 00:10:21:11

Stacie Feller

And, matter of fact, we joke, when I hired my brand manager ten years ago, he coined the phrase, Okay, I see we're moving at the speed of Stacy, and and I'm like, yeah, it. And I do that. But the first thing I always say to is I also give a tremendous amount of grace.

00:10:21:13 - 00:10:35:10

Stacie Feller

Because I know when you're moving that fast, we're going to screw some things up. And that's okay. We're just going to keep moving though. We got to keep going and we got to keep doing some things. So we got to keep you know and yeah we're going to we're going to screw things up, screw them up fast and fix them.

00:10:35:10 - 00:10:36:07

Stacie Feller

And let's keep moving.

00:10:36:07 - 00:10:37:00

Alex Winter

Yeah. And fixing.

00:10:37:00 - 00:10:37:11

Stacie Feller

Sounds.

00:10:37:11 - 00:10:38:07

Alex Winter

And fast too I like.

00:10:38:10 - 00:10:38:21

Stacie Feller

So fast.

00:10:38:22 - 00:10:40:07

Alex Winter

Yeah. Like the totality okay.

00:10:40:08 - 00:11:16:08

Stacie Feller

Yeah. Fix them fast. Let's figure out what it is. And none of this is rocket science. No no, no, this is you know, we just. Let's figure it out. So, So. Yeah. So when I make a decision, we we start acting on it. So even before alignment Day, honestly, before I even signed the contract, I sent my, my team, which is 22 people, is my sales team, my leadership team leader, my superintendents that are my job site folks in my production folks, they all got the audiobook of They Ask you answer.

00:11:16:10 - 00:11:19:15

Stacie Feller

And and I thought I already talked to them about that.

00:11:19:18 - 00:11:36:05

Stacie Feller

But they saw the slowdown in leads coming in and they saw the slowdown in business coming in. And it slowed down so much in February. I think it was I had to in January, I had to lay off two full time employees because we just didn't have enough work. Okay.

00:11:36:08 - 00:11:36:17

Alex Winter

That's tough.

00:11:36:18 - 00:11:43:08

Stacie Feller

And yeah. And then in February I had to take five of my full time employees and move them to part time.

00:11:43:11 - 00:11:44:01

Alex Winter

Oh, wow.

00:11:44:05 - 00:12:05:19

Stacie Feller

Okay. Nobody wants to do that. Okay, I know none of us want to do that at all, but but they are I mean, nobody ever looked at it was like, yeah, we don't have enough to do I mean, in my choices. And I, I told them about choices. Either I can either lay everybody off, I can lay off three of them permanently, or I can afford to keep five of you part time.

00:12:05:21 - 00:12:25:22

Stacie Feller

At least you have some income coming in. Okay. And, and they opted, you know, that's that's what we ended up going with. And so I've been able to bring three of them back, which has been nice. But everybody saw it, so but what they've seen, it is like I'm, I'm doing something to try to get the lead count up.

00:12:25:22 - 00:12:52:11

Stacie Feller

So I talked to him. These are the things that we're doing to try to move that needle. Right. So as part of that, I need you guys brought in on this too. I need you guys to try to help, to be able to close more jobs again, more credibility, gain more trust, get more customers. And so, so I sent everybody again, even even superintendents, production folks, endless customers audiobook.

00:12:52:13 - 00:13:08:14

Stacie Feller

And I said, I want you to listen to it. And after you listen to it, I want you to come back to me and tell me that you finished it. And then I'm going to send you endless customers audiobook. And I want you to listen to that next. And I had them do that before, then came down for alignment day.

00:13:08:20 - 00:13:20:23

Stacie Feller

So when whenever we did Alignment Day, my whole team was already very familiar with what the program was. And the concept was it was just more of kind of putting a bow around the package of it.

00:13:21:01 - 00:13:37:16

Alex Winter

Yeah, absolutely. Yeah. No, it yeah. I appreciate you sharing that. And it sounds like you're in a really tough spot and that that can happen sometimes as business. And I really I really respect that you were very honest and transparent with your team and said like, hey, this is this is where we are. This is what needs to be true, unfortunately.

00:13:37:16 - 00:13:54:11

Alex Winter

And if it's almost like the rising tide lifts all boats, like, help me help you, let's get into this. And I also really respect that you got them involved and you're like, hey, I need you to work with me. Read, listen to this audiobook. Let's start to get all let's start to get all aligned. And we see that time and time again where when it comes from the top down.

00:13:54:11 - 00:14:09:03

Alex Winter

So you as the leader, when it comes from you, it trickles through the whole organization. That's when real change actually happens. And it's it sounds like you're starting to get that traction because you said you hired three of them back on and it seems like, yeah, great, you're getting your leads back together, which is great.

00:14:09:05 - 00:14:19:16

Stacie Feller

Yeah. And so and actually even before van came in for alignment, day one of my roofing advisors came in and said, hey, I've read. He had already read through.

00:14:19:19 - 00:14:28:12

Stacie Feller

They ask, you answer, and he was, halfway through list customers and he says, are you okay if I go ahead and start doing these 1 to 1 videos for my customers before I get out there?

00:14:28:12 - 00:14:33:00

Stacie Feller

And I'm like, yeah, duh, not go, go start doing them. Yeah.

00:14:33:00 - 00:14:33:20

Alex Winter

Wait to take the initiative.

00:14:33:20 - 00:14:53:20

Stacie Feller

Yeah, yeah. So he, he started doing the one on one videos before van even came down for, for alignment day. And then after alignment day, I had one of my superintendents started making, videos out on job sites, just on educational things about. Here, let me show you about this. Here, let me show you about this and sending them in.

00:14:53:20 - 00:15:09:20

Stacie Feller

And so it just started getting them more about how how can we educate customers, how can I provide more educational things that the teen can use to be able to help build our credibility and our authority in this marketplace?

00:15:09:20 - 00:15:26:07

Alex Winter

Absolutely. Build build trust. Yeah. And yeah, seeing is believing. So when you have those one on one videos and you have on site videos, which we'll get into more, I want to unpack that. But you mentioned, Vin, who's an old friend of mine. Vin's just amazing Vin guy out of here at impact. He came down for your alignment day.

00:15:26:09 - 00:15:43:14

Alex Winter

What was alignment day like? We don't talk about alignment day enough on the show. And I would love to just kind of bend your ear on like what what was that experience like for you bringing your whole team together, having a coach come down and just really because I know you like to go fast, like really just getting into it and getting rolling up your sleeves and getting your hands dirty.

00:15:43:16 - 00:16:02:17

Stacie Feller

Yeah. So we had everybody on board. And so the entire team was here. So the entire team got to, got to meet him, which was important to me so that they when we're talking about what we're doing and they know he's our coach, that they know who we're talking about, and that that way he has some credibility.

00:16:02:19 - 00:16:25:06

Stacie Feller

He knows who we're talking about. So, yeah, we just we went through kind of why we're doing what we're doing. How the credibility leads to us being, the more trusted source. And for the sales guys, it was more about really how we're just want to make your life easier, how we want to make the sale easier for you, how it in some of other.

00:16:25:06 - 00:16:56:13

Stacie Feller

I look back and I go, oh my gosh, I can't believe I didn't think of some of the stuff earlier, but how can we just make it to where it's a no brainer by the time you get out there? Yeah. Can we not just go ahead and give them this information? You know, I just I recorded a, video this morning talking about why you need to give your insurance company estimate to your roofing company, and it wasn't about why you need to give it to us, but it was just an educational list, because we have a lot of people who who don't want to give you the estimate.

00:16:56:13 - 00:17:12:04

Stacie Feller

It won't. No, no, no, I'll hold the estimate. You give me your your you give me what you think it's going to cost. And I'll tell you if I'm going to hire you or not. But there's so much reading an insurance estimate if you don't know what you're looking at, is like reading a, I don't know, some kind of.

00:17:12:06 - 00:17:12:13

Alex Winter

Like, an.

00:17:12:13 - 00:17:14:03

Stacie Feller

Airplane. Yeah. Alien like.

00:17:14:03 - 00:17:14:18

Alex Winter

Image.

00:17:14:20 - 00:17:35:15

Stacie Feller

Yeah. It's like an engineering report to put an airplane together, right? I mean, yeah. And and so, you know, so I did a video on on here's why. Here's why. You if in your story, if you don't trust your roofer with your insurance estimate, you're hired the wrong roofer. Because here's what here's what we're looking for. Here's what here's what.

00:17:35:15 - 00:17:37:09

Stacie Feller

You know. So,

00:17:37:11 - 00:17:52:05

Alex Winter

That's a great what I love that hook. I mean, that's super relatable. And I'm sure listen, when you're when you're in trouble, your roof is a roof. It's it's not inexpensive here. It's a big ticket item. And you're dealing with your insurance like, you want to make the right decision. You don't want to get, you don't want to get into a bad spot.

00:17:52:05 - 00:17:53:17

Alex Winter

It's it's nerve wracking.

00:17:53:19 - 00:18:15:05

Stacie Feller

Exactly. And like I said, sounds like if I do that video and I attach that to the confirmation we send out whenever we, set that appointment, if I know, especially if Susie's on the phone with the customer, the customer says, oh, yeah, I have the insurance estimate, but I'm not showing it to anybody. If she'll attach that video and send it, it's a lot easier for them to watch that video in the privacy of their home.

00:18:15:05 - 00:18:33:05

Stacie Feller

With me saying that, then with the sales rep trying to overcome that objection face to face with them, because you don't want that company, it then it becomes a battle and give them time to absorb it in the process. Because basically you're telling on the wrong, right?

00:18:33:05 - 00:18:33:16

Alex Winter

You're telling.

00:18:33:16 - 00:18:34:03

Stacie Feller

Them, look at you.

00:18:34:09 - 00:18:44:14

Alex Winter

Or you're like trying to have a transactional like make them feel almost uncomfortable, like they have to give you something they don't want to give you, and that's that. Never that never really works. When we're talking about building trust, you want people to feel comfortable.

00:18:44:14 - 00:19:07:15

Stacie Feller

At all times. Yeah, yeah. Have them time to go research it and and and take it in and absorb it. So. Right. Anyway. But back to alignment day. It was really good having him here and, being able to answer the questions as to what have other companies done, what should we expect to see? And probably the biggest part of it was just starting to build that relationship.

00:19:07:17 - 00:19:08:20

Alex Winter

Yeah.

00:19:08:22 - 00:19:30:09

Stacie Feller

I mean, we've I've coined it within our team of five of our videographer, our content manager, me, our brain manager, our sales manager. We will start talking about some stuff and I'll go time out. We need to spend and and then we trust. Okay, whatever. What whatever been said is what we're going to do. Hey, that's what we're paying for.

00:19:30:15 - 00:19:41:16

Stacie Feller

That's what we're going in van we trust. Okay. And so, so part of having him here was a good part about starting that relationship and being able to, to to start that trust.

00:19:41:18 - 00:19:59:11

Alex Winter

Yeah. As I have to ask you this, this is a great segue. So we're talking about and who's your who's your head coach. You made a substantial investment to have a coach to invest in implementing the system. What's the value in that for you as an accountability piece? Or like you said in Van We Trust, which I love, I'm definitely going to have to tell him that after this.

00:19:59:11 - 00:20:10:02

Alex Winter

I just thought, that's so cheeky. I love it, but why is that so valuable to you as a as a leader and for your team and just the success of what you're doing within this customers?

00:20:10:04 - 00:20:29:06

Stacie Feller

Well, here's what's different within less customers than other programs I've seen before, okay. Because I've, I've done again, I've been in business a long time. I've seen a lot of different programs. I've bypassed a whole bunch different programs of coaching and stuff. And here's the difference. What I've seen with those customers that I love. And maybe it's just being I don't think it is.

00:20:29:06 - 00:20:48:07

Stacie Feller

I think it's the whole program because I get the same thing at a, at a desk. Okay. Is that, there are and I'm calling in this from my brand manager because he's not afraid to say that there are people and there are. Do people okay. There are people who like to be things and there are do people who like to do things?

00:20:48:13 - 00:21:10:10

Stacie Feller

Okay, these coaches are do people okay, then this doesn't get on here and go, okay, you need to go do this, this, this, this then comes to the table and says, look at this spreadsheet here I put together with all the things that are on your website. And he just sent me a video this morning for Haley and I that she's redoing our website with them.

00:21:10:14 - 00:21:26:17

Stacie Feller

And he had listed all the pages on his website, their website that his team put together, and he says, okay, there's a there's a column here, Haley, that I need you to go through now and tell me what to do on this. This is and then our team will take it from there. So there's actually work that's being done.

00:21:26:19 - 00:21:43:22

Stacie Feller

So yes, I'm investing the investment I'm putting into play that, that I'm paying for is for coaching and consulting. But it's not all theory. It's actually action too, which I appreciate because I'm a new person. Yeah. Well, so.

00:21:43:22 - 00:21:46:11

Alex Winter

We're moving at the speed of Stacy here. We gotta like let's go people.

00:21:46:11 - 00:22:12:05

Stacie Feller

We gotta exactly I, I like working with do people. I get frustrated if I'm working only with the people. Right. And so if they just got on here and said, well, you need to do this, you do this, you need to do this, you need to do this. I'll see you next month. He might be totally right. It is not a good fit for me, but but it even like yes, they come to the table with here's what they've put together.

00:22:12:07 - 00:22:16:21

Stacie Feller

And so they're actually doing some of the work which for what we're paying for, I appreciate.

00:22:16:22 - 00:22:34:08

Alex Winter

Yeah I, I love the way that you just painted that picture because I don't think I've ever thought about it that way. And I know Bob, our CEO is going to love this to where like the difference between theory and theoretical application versus doing it and showing you how to do it and getting really getting in there and doing it, those are two very different things.

00:22:34:08 - 00:22:47:03

Alex Winter

And that's, I think, part of the system, you know, the intention, the books are supposed to be the theory, but the coaching, the coaching program is if you want to pour gas on the fire and really get in there, right, and get after it so that, yeah, that's really cool, I'm going to steal that. I hope that's okay.

00:22:47:05 - 00:23:02:09

Stacie Feller

Absolutely. It's fine. Well, and again, my brain manager Ray is the one who. Yeah. When we've talked about it before, you know if there's more we're looking at hiring people and we're looking for it. And I think that's one of the things that's helped me here is I've had I've surrounded myself here at our company with, with do people.

00:23:02:11 - 00:23:08:07

Stacie Feller

I can't have a whole bunch of people because they would drive me insane. Yeah. So, yeah.

00:23:08:09 - 00:23:23:23

Alex Winter

So you had aligned with Dave in, came down, had a great experience with it. It sounds like the team has has read, read the books. They're they're all tracking in the same direction. What was what happened after Alignment Day. So you come out of that and then I was like, what were what were the next steps for you as the leader?

00:23:23:23 - 00:23:30:11

Alex Winter

But then also, how did it help the team? And like get everyone together to start basically like swimming in the same direction?

00:23:30:13 - 00:23:35:07

Stacie Feller

Well, so after like day, it was about a week. The next week is when we were going to Chicago.

00:23:35:11 - 00:23:35:19

Alex Winter

Okay.

00:23:35:21 - 00:23:45:17

Stacie Feller

And so we kind of it was like a weaker week and a half. So it was kind of a really odd time period because it was kind of we couldn't really start too much because we were then going to be going to Chicago.

00:23:45:19 - 00:23:46:13

Alex Winter

For the event and.

00:23:46:15 - 00:24:03:08

Stacie Feller

Yeah, yeah. And we weren't sure if we were going to be moving to HubSpot yet. And so we still had a lot of stuff up in the air. And so, we so at that point, we knew the first thing is we had to get the 1 to 1 videos going. So we had to make sure. Yeah. And then what what tool, where are we going to use for that?

00:24:03:08 - 00:24:21:04

Stacie Feller

How are we going to fit that in our process? Those kind of things. So that's what we started doing. There's the wonder making sure the one on one videos were there and we really focused in and double down on those. Because that was kind of the the low hanging fruit that we could get done quickly. So we got those done.

00:24:21:06 - 00:24:37:02

Stacie Feller

We had already started working on before our, bio videos for our roofing advisors. But they kind of got shelved off some other, some stuff. So we, we dusted those off back to the videographer and said, no, let's finish those up. Let's get those done. They were almost done anyway. So let's go and finish this off.

00:24:37:02 - 00:24:59:07

Stacie Feller

So we can get those implemented and put in place. And so then when we came back from, endless Customers live, then that's when we had, we decided made the decision at that time we needed a move to have spot. We also needed to, redo our website and do I hope so. So now we've got this whole plan in place of other stuff that we've got to get done that we're working on.

00:24:59:09 - 00:25:12:15

Alex Winter

Very nice. Yeah, it sounds like you're it sounds like you're taking all the right steps and, you know, maybe unintentionally, but the timing of an alignment day and then going to the event, I mean, that that's, if you could, if anyone out there watching, listening,

00:25:12:15 - 00:25:24:22

Alex Winter

That's the perfect, perfect storm of like how to get get fully immersed into the endless customer. So I just I love hearing that. I think that's great. I'm curious to have you had any early wins? Can you talk a little bit about some successes that you've had?

00:25:24:23 - 00:25:33:11

Alex Winter

And it sounds like you said you brought some people back on to the team full time, which is great. Yeah. I mean, leads are coming in. Are you starting to see some traction?

00:25:33:12 - 00:25:53:15

Stacie Feller

So, a little bit on leads are starting to increase a little bit. And, and I'm very cautious on where I give credit for some of that because part of that is we're leading into the spring and we've had some rain. So so that happens a little bit because of weather. Sure. Okay. But what has what I've gotten is I've got we've gotten some more sales.

00:25:53:17 - 00:26:25:20

Stacie Feller

But I know of a couple of sales that we've actually gotten that I can attribute to the videos. I had one. One of the things at the very first, the year before we ever even we're talking about they ask you answer is later down times were tough. It was I'm also quite depressing. And, I read a book about, 365 Days of Gratitude, and it was about a guy who was down and, you know, he just started writing thank you notes to he was a lawyer and to better to his clients and things.

00:26:26:02 - 00:26:44:13

Stacie Feller

And I thought, you know what? I need to be thankful for every single customer that sets an appointment with us. And so I started writing thank you cards, handwritten thank you cards to every customer who sets an appointment with us. And, so every afternoon, late afternoon, I sit down here and I start writing out thank you cards.

00:26:44:15 - 00:27:02:18

Stacie Feller

But I'll. I'll look at the job and I'll see if there's any notes in there so that if I need to add anything personal, if they have anything going on or if it's a repeat customer. And I read on one where this guy who set an appointment with us, he had already signed a contract with somebody else, that was a high pressure door to door sales guy, okay?

00:27:02:19 - 00:27:24:09

Stacie Feller

And he was really nervous about it. And he it was very expensive and he just wasn't happy with it. And he was hoping that our sales guy could kind of help him out. And he had mentioned a couple of other of my competitor's names that he was, that he was looking into or something. And so I thought, you know what, I'm just going to shoot him a video and so turn my camera on.

00:27:24:09 - 00:27:40:22

Stacie Feller

I shot him a video. I just told him, I said, hey, I was looking through the notes of the jobs that were set up for today, and I see that Kyle's going to come out and talk to you tomorrow. And, I read in the notes that you've already signed with somebody, but it was high pressure and you were really a little nervous about it, I get it.

00:27:41:00 - 00:27:58:03

Stacie Feller

But here in Texas, we have a three day right of ascension, and I'm going to send you what that looks like. And if they didn't give you one of those, the legally they you don't have to honor that contract. But I'm going to send you what it looks like so that you know what to look for. You know, you mentioned a couple of these other competitors.

00:27:58:03 - 00:28:14:17

Stacie Feller

I know their leadership. If it's any of those competitors, I guarantee you they wouldn't be happy with that kind of sales pressure. You know, kind of walked him through that and just, you know, was like, hey, let Carla answer any of your questions, but if you need anything, this is coming from my personal cell phone number. If you need anything, I'm the owner of the company.

00:28:14:17 - 00:28:29:03

Stacie Feller

Call me. Just send me back this long text about how nice this was that you took the time to send this, and, oh, my gosh, this was just so pleasant. This makes me feel so much better about it. And, when my roofing advisor went out there, he's like, he just went on and on and on about it.

00:28:29:07 - 00:28:47:07

Stacie Feller

Wow. And, and then so then he he didn't say to Kyle, talked to him about it. He had a few other questions, and, one of the other. Yeah, he was talking to another roofer also that was offering him something a little bit more than what we had offered him. And so I just saw him another video.

00:28:47:07 - 00:29:02:21

Stacie Feller

I was like, hey, I hear that this other roofers offer you this. I'm willing to match that. Let me explain why. Because what he was willing to offer him was the other roofer was offered a 50 year warranty. Okay, okay. Roofs don't last 50 years in Texas.

00:29:02:21 - 00:29:10:01

Alex Winter

I was I was going to ask that because I'm not a roofing expert by any means. But I was like, I thought the shelf life was 20 to 30 ish.

00:29:10:03 - 00:29:26:05

Stacie Feller

Dumbest thing ever. Okay, okay, okay, dumbest thing ever. And so and that's why I told you that on the video, I'm like, I'm like, listen, I'll match it. I'll do it because they were offering it through the manufacturer and I was like, the manufacturer's going to offer you 50 year warranty and that's fine. Okay. And I said, but hey, well, I'll match it.

00:29:26:05 - 00:29:41:22

Stacie Feller

And Stacy will offer you a 50 year warranty on your roof and said, ultimately, while there's an off year, they're going to offer to you because the roof is not going to last 50 years. Okay. It's just not. And here's, here's what you get. Here's the win for you. If you have a claim on that roof you got to deal with the claims department.

00:29:41:22 - 00:29:57:08

Stacie Feller

That's probably in California or somewhere like that. If you have a claim on that roof now you got to deal with me. Who's right here in round Rock, Texas. You come down to my office, you can talk to me about it. And I'm willing to offer that to you because I believe in the product. I believe in my install.

00:29:57:10 - 00:30:05:21

Stacie Feller

I've been doing this long enough to tell you I never have any issues with them. Well, I'm willing to put my name. I'm willing to put my name behind it. And you've got this video to prove it.

00:30:06:02 - 00:30:06:22

Alex Winter

Yeah, well.

00:30:06:22 - 00:30:07:19

Stacie Feller

I sold the job.

00:30:07:19 - 00:30:11:12

Alex Winter

I was gonna say, I'm so with you. It's not even my roof. And I would have signed up for that.

00:30:11:14 - 00:30:24:03

Stacie Feller

Yeah, and we sold the job, so we. I mean, you and I had it. We had a church job, a big church job that we got. I just sent the pastor a video just saying, hey, you know, we're looking forward to working with you guys. And if there's anything that we can do, just, you know, little things like that.

00:30:24:03 - 00:30:35:20

Stacie Feller

So, it has helped with me sending some of those videos that it it sends a message to my team that we're serious about this, and, and I'm willing to put my name behind this. And so.

00:30:35:22 - 00:30:36:04

Alex Winter

Yeah.

00:30:36:08 - 00:30:37:19

Stacie Feller

So we've gotten some wins. Yeah.

00:30:37:19 - 00:30:53:22

Alex Winter

And you're starting to see it work too, which I think is the best part. And listen, it doesn't matter what business or industry you're in. In my opinion, if the owner of a company reaches out to you directly with a video and is that humble, that honest, that direct, I mean, what's not to love? That's that's wonderful. That's the best way to build trust, in my opinion.

00:30:53:22 - 00:31:09:12

Alex Winter

So that's. Yeah. Good on you and I, I think too, it trickles down. So if you're, if you're, you're the owner of the company, if you're setting the tone that this is how we're going to communicate, everyone else will follow suit. And it's only going to create a bigger groundswell as you keep moving forward. That's exciting.

00:31:09:14 - 00:31:25:13

Stacie Feller

Yeah. And I will share these videos. When I send them. I send them from my personal cell phone. Because we still haven't figured out how we're going to because, again, we're new in the US. And so I send them from my personal cell phone, but then I drop them in our, our CRM system and, link to them in our CRM system.

00:31:25:13 - 00:31:43:11

Stacie Feller

And then I send it to the roofing advisor and the sales manager so that they can watch them, because I want them to hear what I'm saying. I want the my, my sales guys know that I back them on all this kind of stuff, but I want them to hear the way that I'm telling customers, right, hey, we're going to do it so that they know they can say those kind of things.

00:31:43:11 - 00:32:01:07

Alex Winter

Absolutely, absolutely. Well, it sounds like you're taking all the right steps. Your website's getting dialed in now, and it also sounds like you were talking earlier about how you're getting into HubSpot and you're starting your HubSpot training. You're in incredibly good hands, Jess, in the HubSpot team here at impact are some of the best HubSpot or I've. You're going to be crushing it.

00:32:01:07 - 00:32:05:08

Alex Winter

So if you're if you're, that you're using your CRM, well, now wait until.

00:32:05:12 - 00:32:10:06

Alex Winter

Wait until you get into it. It's going to. Yeah. It's going to yield some great results for you, I have no doubt.

00:32:10:08 - 00:32:15:13

Stacie Feller

Well, I'm a data person, so I'm excited to be able to to see what's what I can gleam out of that.

00:32:15:16 - 00:32:31:01

Alex Winter

Well, for being so early on in the journey, I think you're, you're you're just in the right headspace. You're driven by data. You want to you want to build trust. You want to disrupt in your in your geographic region. I just I love hearing the story and I just appreciate you sharing it and I can't wait. We're gonna have to have you back on the show.

00:32:31:01 - 00:32:53:03

Alex Winter

I want to hear this is this is only like a month in a little over a month, and I can't wait to see six months from now what's going to be happening with you guys? So it's just very exciting. But one last question before we go. Sure. For other business leaders out there that be on a small business that may be in a similar spot to you that are maybe struggling, trying to find leads, are having a having a tough spot in the in the year in their business cycle.

00:32:53:05 - 00:32:59:00

Alex Winter

What would you tell them about endless customers and and maybe why they should consider it?

00:32:59:02 - 00:33:19:13

Stacie Feller

I think one they got to be like first they got to look at the is it a fit for the type of business, culture that they are? Okay, I will tell you, that's one of the first things that I, that, that drew me to it is it fits our culture. We, we have roofing advisors, first of all, because we're not looking to sell anything to somebody that they don't need.

00:33:19:17 - 00:33:36:04

Stacie Feller

I mean, my guys actually know that if they go put on a, if they go if they go sell something to somebody that they don't need, they're liable to lose their job. It just isn't that because that's just not who we are. And it's just not that we're just not that kind of company. And so that's what I liked about endless customers.

00:33:36:04 - 00:33:59:09

Stacie Feller

It's building trust and education in the right way, okay. Because we're going to be here for the long term. And I want to make sure. So you got to make sure if you're looking for a sleazy sales job, this is not the program for you, okay? And they're not going to teach you how to how to how to be sleazy to people and how to how to get tons of leads in like a lot of other marketing companies that are out there.

00:33:59:11 - 00:34:13:10

Stacie Feller

And believe me, I get marketed to them all the time. And so, so one, make sure that that's going to be the kind of culture that you have or you're trying to build. And two, I think you have to

00:34:13:12 - 00:34:19:18

Stacie Feller

go in. If you're going to do it, you get to dive in or jump in with feet first with, with with both feet.

00:34:19:20 - 00:34:22:05

Stacie Feller

Okay. Because

00:34:22:07 - 00:34:40:08

Stacie Feller

if you kind of do it half way, you're probably not going to see a lot of results. And then you're gonna get frustrated and you say it's not going to work, and then you're going to, you know, and so if you just kind of halfway do it and have what, you know, it's going to be one of the things you're going to have to just say, you know what, we're all doing this and this is this is the direction we're going.

00:34:40:10 - 00:35:01:11

Stacie Feller

You know, I've said it for a long time here. I don't have to say it anymore because my team, like I said, I've been in this role for ten years. The team I've had with me now is I six years at least. And so I've got a solid team. It's going nowhere. And, but I said for a long time, this is not a prison, but.

00:35:01:13 - 00:35:14:08

Stacie Feller

You can get off anytime you want if you don't like it. I want everybody here to want to be here. Right? I love getting up and come to work every morning. I want everybody to love getting up and come to work every morning. And if you don't love getting up, come to work every morning, let me help you find somewhere.

00:35:14:13 - 00:35:32:02

Stacie Feller

And I literally mean that. I have helped people go find other places to work. Not because I mean, not because I mean because I want you to love getting up, not work every morning. Okay? And so, so, so get up and so jump in with both feet because otherwise it's, it's it's not going to work.

00:35:32:07 - 00:35:54:08

Alex Winter

Right, right. That's. Yeah. That's sounded nice. And I have to tell you, your energy is palpable I love it. You got me fired up and I hope thank you for watching and listening or feeling the same way because, yeah. You just have such a great spark. And I wish you and the whole Kanga team nothing but the best as you go forward into the rest of the Q2 and the rest of the year, I think you're going to that you're going to do great stuff, I really do.

00:35:54:09 - 00:35:57:17

Stacie Feller

Thank you, thank you, thank you. Well, we're moving right along, that's for sure.

00:35:57:18 - 00:36:04:23

Alex Winter

Excellent. Well, we're going to have to have you back on the show because I want to hear how things progress. But for now, thanks for your time and thanks for sharing your story.

00:36:05:01 - 00:36:06:09

Stacie Feller

Absolutely sounds great.

00:36:06:09 - 00:36:13:10

Alex Winter

All right, Stacie, well, for everybody out there watching, listening. You heard it here. This is Endless Customers. I'm your host, Alex Winter, and we will catch you on the next episode.