The Home Service Expert Podcast
Transforming Data into More Calls and Better Conversions
Fri, 08 Nov 2024
Chris Yano is the CEO of RYNO Strategic Solutions and has been leading the company since 2008. He is an experienced business owner, investor, and philanthropist with a heart for the trades and a successful history working in the home services digital marketing and advertising industry. Chris is also the host of the popular “To The Point Home Services Podcast,” which offers marketing solutions to help more companies grow. In this episode, we talked about data-driven business decision-making, digital marketing, private equity…
Chapter 1: What motivated Chris Yano to start his business?
When I got into business, I didn't get into the business thinking about selling it. I was just trying to make a decent living. But then as I got smarter in business, I thought, okay, maybe I can build something really meaningful here that I could sell someday or bring my kids into if they wanted to. None of them want to be in my business. That's okay.
But then it was like, hey, I had a number in mind. I thought...
man if i can get this company to 20 million dollars i'm gonna feel really successful and we hit that and passed it and by the way that was a like an empty number for me it was just a goal but i thought okay i'm not doing this again because i typically want to say if i say i want to be a hundred million dollar company tommy it's not because i want to be a hundred it's not the hundred million dollar you should focus on it's to what i've built to get to the hundred million and the impact that we're having in a hundred million dollar company
because what you know and everybody at my company knows is giving back is one of my like core like one of our core values welcome to the home service expert where each week tommy chats with world-class entrepreneurs and experts in various fields like marketing sales hiring and leadership to find out what's really behind their success in business now your host the home service millionaire tommy mellow
Before we get started, I wanted to share two important things with you. First, I want you to implement what you learned today. To do that, you'll have to take a lot of notes, but I also want you to fully concentrate on the interview. So I asked the team to take notes for you. Just text NOTES to 888-526-1299. That's 888-526-1299.
And you'll receive a link to download the notes from today's episode. Also, if you haven't got your copy of my newest book, Elevate, please go check it out. I'll share with you how I attracted and developed a winning team that helped me build a $200 million company in 22 states. Just go to elevateandwin.com forward slash podcast to get your copy. Now let's go back into the interview. All right.
Welcome back to the Home Service Expert. It's kind of cool because I was just with Chris all weekend in Vegas. So we got a lot to chat about. Not about Vegas. Not about Vegas.
We'll leave that one alone.
But that was super fun, man. I had a blast. Shit's just popping, man. You got a lot of stuff on your plate. You know, right now, marketing's in a really tough spot. Everyone's complaining about marketing. It's what we've been talking about the last two years. It's kind of COVID's come down, but you are the co-founder and CMO at Rhino Strategic Solutions.
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Chapter 2: How has Chris's company evolved over the years?
Chapter 3: What are the core values that drive Chris's business?
Yeah. Well, the good news about on my end is thankfully with the API integrations, it's just pulling the end result of the sale to and attaching it to the lead by customer name, customer name address. The piece that's been missing is I wanted to be able to attach pending revenue, like proposed revenue that didn't close should also be something that you're giving credit to your market.
So that's revenue.
That's sales versus revenue. That's sales. And if you're on accrual accounting, that's going to come in. Sometimes if it's six weeks for a door to get ordered, that should come in. If they don't cancel, they got our three-day rights are canceled, but we let people still cancel a lot of the time because I don't want that one-star review if we screwed up.
We misordered something, something went wrong. Sure. But is that a marketing? It's nothing to do with you.
That's right. Or is it now? with this new era of digital marketing. Like, and yes, I can't, I'm not responsible for making your sales for you, but I should be responsible for helping. You're a little bit more sophisticated. There's some that aren't sophisticated or have as many people to go and pull that data. I know that. That's why we've been doing it for a lot of the contractors is,
If I could help give them that info, hey, of all this, the book stuff that came in, yes, you only closed X, but you still have Y that's impending proposals. If you attach that in, what would we look like as a marketing company for you? Will we look better to you?
Because that's how you maintain this trust with everyone is I'll bring in the lead, I'll track the lead, I'll listen to your CSRs, and then I'll track it all the way through your CRM to see how are you actually performing on it too.
It's hard, man, because like I kind of am envious of like a food chain that you can just they have four walls and everything that goes on with are within those four walls. Like we can get an accident. We get a speeding ticket. We can get in a traffic jam. I mean, there's a lot more to it. And then plus recognizing the correct avatar in that market. It's not always the same.
I think about Dale still a lot. And, you know, Dale really well. Dale told me the day that they signed up with the right logo and they got the right story brand behind it. Dude, it was like lay down customers. He's like, dude, I couldn't believe it. We bring our little Sadie dog in a flashlight with us.
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