Join us on this episode of the Relentless Goal Achievers Podcast as we dive deep with Chris Powers, founder of Southern Values Air, into the journey of building a successful business rooted in integrity and Southern heritage. Chris shares how he and his wife brought Southern Values to life, combining old-school honor with modern business practices. With honest reflections on managing burnout, building a skilled team, and staying true to one's values in the face of industry challenges, Chris’s story is a must-listen for entrepreneurs, sales professionals, and coaches who value authenticity and long-term success.
Eric - @TheGoalGuide (00:01.518)
Man, welcome back to another episode of the relentless goal achievers podcast. We're talking to a good friend of mine today who grew, started from nothing and grew it to $800,000 a year in revenue. Today, my man, Chris Powers is the founder and CEO of Southern Values Cooling and Heating in Lakewood Ranch, Florida. Chris, welcome to the show.
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Chris Powers (00:24.655)
I appreciate you having me. I'm glad to be here.
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Eric - @TheGoalGuide (00:26.67)
Hey, thanks, man. We got a chance to know each other. And I got to tell you, since I've moved to Lakewood Ranch, I've met quite a few people who own AC companies. As you guys can imagine, this is a hot industry to be in if you're in Florida, if you're in Southwest Florida or all over Florida. But you stood out. And one of the things that stood out about you is the name of your company.
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So can we start there? Like, how did you come up? Why Southern values?
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Chris Powers (00:59.206)
Yeah. So, you know, when me and my wife started the company back in 2010, you know, we wanted something that reflected kind of our mindset. And, you know, my kids are eighth generation Floridians. You know, we have a long heritage, you know, in the southern United States and something that we're proud of, you know, kind of the old school honor and work mentality and just kind of doing things the right way.
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And so we were kicking around some different variations of, you know, what would fit that, what would explain it within a couple words. as we were kicking stuff back and forth, and I said something about Southern, and my wife said, what about Southern values? That plays both sides of the fence there where, you know, it's talking about the fact that we have Southern values and we're polite and we, you know, try to do things the right way. And on the other side,
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the value of what we provide as a service and as a company. And it was like a light bulb went off and I said, that's the one. So it was kind of neat that we both got to add a little bit to the name. And we've got a lot of compliments all over the years, at least for the most part.
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Eric - @TheGoalGuide (02:12.098)
man that's really cool Chris. What were some other choices you had?
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Chris Powers (02:17.074)
Let's see. Well, Southern Comfort was one that we really liked. at that time, Southern Comfort was an AC company here locally. it ended up being bought out by a private equity firm, is something that's going on a lot now. But they became One Hour Air, which is a huge conglomerate that most people are probably aware of. That was one that we really liked because, again, it played both sides of the spectrum there.
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Eric - @TheGoalGuide (02:21.848)
Ha
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Chris Powers (02:46.243)
Unfortunately, somebody beat us to that one.
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Eric - @TheGoalGuide (02:48.728)
Southern comfort to whiskey, isn't it?
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Chris Powers (02:50.642)
It is, it is. You know, that would hit the note for other people too, you know.
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Eric - @TheGoalGuide (02:56.876)
that's brilliant, man. That would have been brilliant advertising Southern comfort. And then you show up and for every service call, you give them a Southern comfort bottle.
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Chris Powers (03:04.603)
Yeah, I'd be alright with that. Heck, I might hang around with him.
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Eric - @TheGoalGuide (03:08.054)
Yeah, I can. Yeah, No, that's awesome, man. So when did you start the company?
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Chris Powers (03:14.642)
It would have been May of 2010. And at that time I had been in the industry. Let's see, I graduated in 2002. So I would have been in the industry since about 2003, 2004 at that point. So I had six or seven years in the industry and I was lucky enough to start at the bottom, you know, doing new construction, ductwork and then new construction installation.
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service and change outs. So I got to see every aspect of the business where unfortunately a lot of guys these days, they come into the industry and they're taught how to do maintenance and that's all they do for 15 years or just repair. And the problem with that is when you get into somebody's house, the issue that they're having may really be stemming from the duck work. But if you haven't experienced that part of it, it's going to be really hard for you to do a good job on the diagnostic side things there.
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I was lucky to get into it at an early age and get the years in before I started my own.
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Eric - @TheGoalGuide (04:19.65)
What made you want to go out on your own? not just, I mean, there's a lot of risk going out on your own.
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Chris Powers (04:23.826)
Yeah, there is. And I'm generally a risk taker. But to be honest with you, after spending six or seven years in the trade, I saw a lot of good things. I learned a lot of good things. I saw a lot of bad things, a lot of really poor workmanship, a lot of really shady sales stuff that went on. And I ultimately looked at it and said, hey,
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we have a skilled trade here and we should be paid well for it, but we shouldn't take advantage of people in order to make that money. I think that there was a version where we could make a good living and still give an honest product and take care of people service wise. So the time came where another company starting to kind of do things the wrong way and things that I wasn't morally okay with. And I said, it's time. I actually...
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came home, my wife was pregnant with our first son. And I came home and I walked in the door and I said, well, babe, don't freak out. But I quit my job. And she's like, have a child being born in a few months. And I'm like, yep, I'm going to get my license. I'm going get my mechanical AC license and I'm going to start my own thing. And luckily she loves me and she trusts me. So she said, okay, I guess this is what we're doing. And that blasted them into, we've been in business 15 years.
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I guess we're doing something right.
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Eric - @TheGoalGuide (05:52.77)
From that moment, like from I quit my job till I need to get a license, like how long did it take for you to get a license and actually start the company?
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Chris Powers (06:00.242)
It took, it probably took about three months for me to get the license. had, I had already purchased the books. The test is extremely hard. I think statistically they say like 80 % of people fail the test at least once before passing it and getting their license. And I was never, you know, some amazing scholar in school. So I thought, I'm going to have to this thing a few times. And, but I, put my head down and studied and man, I tell you, when I went and took that test,
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I got done with it it was an eight-hour test. There was two parts and each part was eight hours, 26 books, open book test. It's grueling. I had played sports in high school and I knew what it was like to be physically exhausted. People have talked about being mentally exhausted or emotionally exhausted. I was, no, that's not real. Man, I took that test and when I got done, they give you your results right then.
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It was all I could do not to cry, literally. And I went and sat in my truck just in disbelief. I can't believe I just passed this thing. First go and life's about to start. So it was about three months from the time that I walked through the door and said I quit to when I had my license. And I had been building a customer base over the years. Again, was born and raised in this town. People would call, hey, my air is broke.
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I'll come take care of it for you as a friend on the side." Word spread over the years that I was doing it. By the time I got my license and actually opened the doors, I had decent amount of work for a low overhead one-man operation. was enough to keep us going until we could get on our feet.
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Eric - @TheGoalGuide (07:47.15)
yeah, you're probably one of four AC companies that I know. I'm pretty close with the CEOs and every single one is just extremely busy these days, especially after the hurricanes. mean, the stuff that just came through here, you guys, mean, what a great trade to be in.
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Chris Powers (08:05.414)
Yeah. Yeah. And, and, you know, the, the, the sad part is, is that we're, we're struggling to find people to get into the trade and even young people to get in the trade. And you know, what people I don't think realizes that, you know, it's not like the old days where, you know, people are just trying to pay minimum wage and get the most out of you. You know, there there's good companies out there like ours that, we want to pay you really well. And, know, we expect you to do a really good job, but you know, we got to get the message out to more of these young guys that
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There's a really good living to be made here on an honest service. And right now it's hard to get those guys to feel as busy as we are.
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Eric - @TheGoalGuide (08:45.966)
Man, that is, I can only imagine. can only imagine. Tell me about how you grew up, man. So you grew up in the area. What was life like?
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Chris Powers (08:55.558)
Yeah, you know, was a little simpler, I think, than it is now. was a lot less people. mean, I remember when parts of State Road 70 was dirt road. you know, my dad actually grew up off 75th Street in West Bradenton. And they used to deer hunt and rattlesnake hunt and all this stuff in town, know, where these nice, expensive, fancy houses are. You know, they grew up running around barefooted, know, animals out there.
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For me, it was kind of same thing, a little simpler, a lot more land. We grew up doing a lot of that stuff, a lot of hunting and fishing and riding four-wheelers and being outdoors. Things are obviously a little bit different now. There's not a lot of room left for that. Like any town, it had its ups and downs and bumps in the road, but it definitely had more of a small town feel back then.
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you know, I guess depending on what you like, I miss those days, you know.
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Eric - @TheGoalGuide (09:57.922)
I can imagine. So when you started the company, 15 years now, were you by yourself back then? It was just Chris doing the, you know, keeping the books, running the calls, scheduling meetings, marketing, all of that?
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Chris Powers (10:12.068)
Every bit of it. Yeah. Yeah. And you know, I look back now that I've learned a little bit and go, wow, I wasted a lot of time not getting somebody to help me with that. You know, because yeah, it was, you know, I would, I'd be crawling through an attic, doing a job, answering the phone and writing, you know, writing something down on a two by four up there and then, you know, transferring it downstairs and, you know, getting in the truck sweaty and drive to the next one.
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hey, Ms. Jones, I'll just send you an invoice in the mail if that's okay. I don't have time. I've got to get to the next one. The phone's ringing. It was a hectic time. I guess that's the difference between somebody that comes out of business school or maybe a business setting where they've been taught a little bit of that compared to somebody that's got to figure it out along the way. It eats up lot of years that we could have been more efficient.
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Yeah, it also allowed me to be who I am and it probably made me a little mentally tougher as I went too.
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Eric - @TheGoalGuide (11:14.23)
Yeah, I can imagine knowing every single aspect of your business also is a huge advantage to you, right?
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Chris Powers (11:20.466)
It is. It allows me to kind of keep my eyes on everything and from the bookkeeping side of things to now learning some of the marketing stuff. It allows you to keep a better pulse on the business because you've had to do it yourself before. It allows you to spot things a little easier or get ahead of things before maybe they get out of control. But it definitely took some years of learning the hard way.
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Eric - @TheGoalGuide (11:47.424)
Yeah, man. So I'm seeing right now there's like this big move that these big investment firms are coming in. They're buying up all the trades, you know, name it plumbers. They're buying up AC companies. Have you had offers?
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Chris Powers (12:02.672)
Yeah, yeah, we get pieces in the mail and phone calls all the time. know, whether it's from, well, you know, there's this big movement where these private equity firms are coming in and, you know, they've done the real estate thing for years and they've built huge portfolios in real estate. And now they're basically trying to do the same thing with home service businesses. To your point, plumbers, roofers, AC guys, electricians, you know, they're basically coming in and buying as many AC companies or
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Eric - @TheGoalGuide (12:08.034)
What's that about?
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Chris Powers (12:32.338)
home service companies as they can. you know, the unfortunate part of it is, is that, you know, all the service goes out the window at that point. They basically, these firms, you know, when they come in and buy them, they basically have to come in and jack the prices up and take the customer service and in a lot of the accountability away. And I'm always careful not to talk poorly about other companies. It's not really something I believe in doing, but the PE firms that are coming in and buying all these, all these companies.
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They don't, it's bottom dollar, top line numbers only. And unfortunately, the homeowner is the one that suffers because then the service goes out the window. Some of the integrity probably goes out the window because when you're only hunting the dollar, it's hard to make the right choices all the time. And it's probably the reason that we're not bigger than we are at this point in time, but we sleep well at night. We have a good customer following.
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you're going to start to see the differences between the big private equity firms that have been bought out and the shops like us that are still running things ourselves because the customer service just can't, they just can't stick around once you're bought out by a large company like that.
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Eric - @TheGoalGuide (13:46.83)
Do you find that their clients would leave too? Like how are they getting, is most of what you do, I know there's like annual maintenance, right? But then most of it's gonna be emergency, right? Like my AC broke, I need it now. And in Florida, a hundred degrees plus most AC companies aren't even getting out to you the same day because they're so busy right now. So the first one that's gonna show up, they're probably selling you on a spot.
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Chris Powers (14:15.866)
yeah, yeah. It's called on-demand. you've got your maintenance and then you've got on-demand calls, meaning they need something right now, something's broken. Again, with the larger firm style, they have to sell something at every job, especially because a lot of them say, we'll waive the service call or no service call.
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Listen, it still costs a lot of money to get that guy in a van and pay him a decent wage. That guy might be making $40 an hour, and then they've got to put fuel in the van and insure the van and liability insurance and shirts and up. You can't send a guy to a house for free and, well, we won't charge you a service call. Well, they're going to get it. To your point, it's going to change a little bit.
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Eric - @TheGoalGuide (15:08.78)
Yeah, buy now and we'll waive this $125 fee, but they're jacking up whatever.
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Chris Powers (15:14.77)
yeah, add 300 on the back end, you know?
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Eric - @TheGoalGuide (15:19.512)
That's great. So what are people supposed to do? You know, like these guys are probably, they probably have more money to advertise. They probably have more manpower to be everywhere on social. So you Google AC company near me, they're probably ranking higher on Google. What are, what's the, what's the customer supposed to do?
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Chris Powers (15:26.778)
yeah.
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Chris Powers (15:38.578)
Well, unfortunately, you know, it's going to be harder and harder. You know, I would say it sounds weird, but you probably got to find the sweet spot. You know, if you, if you see a company that has, you know, 3000, 4,000, 5,000 reviews, they're, probably one of the large conglomerates that are running so many calls that they can get that many, that many reviews. Those are going to be your bigger PE companies. You know, you, you see guys with
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a couple hundred and maybe a thousand type reviews. Those are probably the more medium sized local shops that you're going to find. Outside of that, if they want to call and say, you a privately owned company or a PE firm style company? We've always been a family owned company and always taken pride in that. we are definitely starting to notice a lot of customers coming from
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these companies that have been bought out. mean, we can pretty much tell which company has been purchased recently by how many customers we start getting from them. When we get call after call, yeah, we used to use this company. Yeah, we used to use this company. they must've got bought out because people are flooding over. People still want that hometown personal service and I don't blame them.
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Eric - @TheGoalGuide (16:59.864)
I love it, man. Hometown personal service. There's nothing better than that. I absolutely love it. Chris, talk to me about being an entrepreneur, man. What has what have been some of the lessons you've learned in your last 15 years? Like if you have to start all over again, right, you're starting but you know everything that you know now, what would you be doing different?
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Chris Powers (17:20.402)
You know, I tell you, a lot of the things that I would do different are things that I've figured out in recent years. And one of them, you know, unfortunately, even though we were doing a good job, we felt like we were doing a good job, I look at it now and think we could have done a better job. And, you know, just being kind of candid and transparent here that, you know, we spent years
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really want to make sure we never sold anybody anything. I mean, we were anti-sale. we went in somebody's house, they'd have to beg us to buy an air conditioner because we did not want to be the typical car salesman. Every time we walk in the door, we tell you, need a new unit. And because of that, we spent a lot of years going into houses and saying, here's your problem. We fixed it. It's this much. Trying to keep your bill as low as possible and see you later. Well, you
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I think the fault that we find in ourselves with that is because we were working so hard to not sell and not be those guys. We look at it a little differently now where we're like, listen, if these people are going to pay us $99 to come out and look at their air conditioner, let's not just fix the part that's wrong. While we're there, let's go ahead and go through the whole system and let them know if there's anything else wrong. They don't have to buy anything. We're not even going to pitch them on a sale. But at least that way we can walk away going...
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We did everything we could and we let you know what was going on. If you guys want to do something, give us a call. If not, no problem. At least we let you know about everything. So that's something that I look back on and have some regret that I wish we had done earlier. But again, we had seen so much of the shistery sales stuff and that every time you step in the house, we're going to sell you something stuff that we were trying so hard to be the opposite. So I would change that.
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I would get help a lot sooner. In other words, I'd let somebody else do the book sooner. I'd let somebody else do some marketing sooner. Try to hand off tasks instead of doing everything myself. I'm the guy that wants everything to be perfect all the time. And so I just say, I'll just do it myself. Well, I should have done a better job of teaching other people to do it so that I didn't have to do every single thing and allow me to be a little freer to work.
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Chris Powers (19:42.382)
on the business and not in the business. That's a huge, I guess I'll call it regret that I have, something I would definitely do different. I definitely have a different overview of things here in the last year and half, call it.
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Eric - @TheGoalGuide (19:44.671)
I love that.
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Eric - @TheGoalGuide (19:58.574)
That's awesome. it took you 13 years or 12 and a half years to come up with that. That's good.
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Chris Powers (20:01.938)
Yep, yep, better late than never,
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Eric - @TheGoalGuide (20:07.086)
Did you ever want to quit?
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Chris Powers (20:09.59)
yeah. You know, burnout, burnout is real and burnout happens when you don't learn to let other people help and to delegate a little bit and the trust other people do some of the work. You know, going back to the fact that we never, never really tried to sell anything besides the one single piece that was bad. You know, it also puts you in a position where it's hard to grow beyond a certain point that way.
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And so therefore that was kind of a double-edged sword. looking back, had we done things what I would now call the right way, it probably would have allowed for a little bit more growth to where we could have had some consistent help and still been able to keep our finger on the pulse.
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Better late than never.
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Eric - @TheGoalGuide (21:05.26)
Yeah, why didn't you quit?
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Chris Powers (21:08.342)
cause I'm not a quitter. you know, as, as burned out as I was, I, I kind of got to the point and I said, all right, I've either got to, I've either got to get out of this business, sell it, walk away from it, whatever it is. you know, I'm only 40. I've got two kids, you know, I don't want to die young because I'm stressing myself out. or I need to learn to do things a different way. And you know, ultimately, you know, I'm not a quitter. We've got a good.
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a good customer base that I wouldn't feel right leaving behind, essentially. And so I said, hey, you know what? I just need to get better at business to allow this to go on and for the business to exist with a life. so ultimately, I looked at it and said, I'm not a quitter. There's still life left in this thing. Let's get our cards in order here and do this thing the right way.
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Eric - @TheGoalGuide (22:07.51)
Man, I love that so much. Not a quitter. That's really cool. How do you set your goals?
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Chris Powers (22:17.566)
not often enough. That's, that's how I said, I'm, you know, I guess I try to approach it from a personal standpoint, a business standpoint. I guess a financial standpoint to some extent, you know, I always try to keep a number, in my head at a certain age. And to this point, I've always been able to reach those numbers and I'll continue to do that. but you know, I try to divide them business wise and personally, you know, so.
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Right now, I'd look at it and say, my business goals are to create processes for every inch of the business. mean, if somebody's supposed to hit the enter key, I want to process spelling out how to do it, when to do it, and what to do if the enter key doesn't work. My goal is complete organization and process building. Personally, I'm always trying to get better.
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I've never been a perfect person. Heck, when I was young, I was kind of a turd, you know, but yeah, you know, as you get older, it's funny. You know, my dad was always a pretty rigid guy. And, you know, especially when I was a kid, he was was old school, rough neck. You'd get your butt whipped, you did wrong and that kind of thing. And, you know, as years went on and I had kids and all of sudden, my dad's going, don't be so hard on him. You know, what are you talking about? You remember what you
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And then I realized, yeah, I realized every year I get a little bit older, I just get a little bit more sensible, a little bit softer, a little smarter, whatever it is, better at reflecting. And so I've got that personal goal of, I just want to be a better person each day, 1 % better. I don't think I'm a bad person, but there's always room for improvement. I want to be a little calmer. I want to be a little less judgmental.
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Eric - @TheGoalGuide (23:44.078)
When did you go south?
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Chris Powers (24:11.854)
Every day trying to be a little bit better on all, you know, personal levels is kind of that personal goal that I'm just going to run with until I get it right.
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Eric - @TheGoalGuide (24:22.936)
my gosh, I love that. that's really cool. How big is the company now? Like how many people do you have?
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Chris Powers (24:28.482)
It's really, it's still just, me, one technician and my wife. And we're, we're, trying desperately to hire somebody for the office and a couple guys for the field. But you know, between lack of lack of talent, I guess you'd call it lack of people out there, or maybe even lack of people that are going to meet our requirements. mean, we, at the end of the day, I'll keep doing it myself before I let somebody go into somebody's house that I don't trust and it's not going to do the job right.
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It may mean that I worked the rest of my life, but there's no way I can have somebody call my business and then send somebody to their house that may mess something up or pick something up they're not supposed to. we're working on a more working on something that will, you know, I guess incentivize good people to come people that are above the norm and above the fray and somebody that we can get to join the team. If it means we've got to give a little ownership, whatever it is, you know, we're
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We're looking for superstars and A players that can stick with the company forever. And when we find those guys, we'll really be able to take that next step.
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Eric - @TheGoalGuide (25:36.386)
That is really cool. How do you know when the right person shows up? What type of qualities are you looking for?
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Chris Powers (25:41.87)
Yeah, you know, I'm looking for somebody that's hungry to succeed, somebody that wants more for themselves in life. You know, I'm not looking for somebody that just wants to come and squeeze through their eight hour day and, you know, kill as much time as they can. You know, I'm looking for somebody that's coming in saying, hey, you know, here's what I can do. And I'm willing to learn to do more. And I want to make more money. You know, I want to, you know, I want to do what's right for the company so that in turn
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I can benefit from it. I'm looking for a team guy that wants to be part of the company and not just an employee of the company or girl. I know that there's probably not a lot of those people out there, but I think we can find them. if we do and we treat them right, our goal is to make people enjoy coming to work. I don't want guys that, I got to go to work and they are, geez, I don't get off till four.
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I want guys that are excited to come to work because we're, you know, we're getting fun training and we're doing activities as a group and we're taking the team out to dinner and going on trips together. And, you know, that's the type of stuff I want to be able to do for guys, but I'm only going to do it if they're the right ones. know, so if we can find that set, we will have something that no other AC company here has. And that's team that's truly out for the customer all the time.
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Eric - @TheGoalGuide (27:08.694)
That's so cool. Are you recruiting out of state?
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Chris Powers (27:12.498)
I have not yet. It's something that I would be open to. And to be honest with you, I guess the only reason that I haven't is because I want to make sure that I have all those processes dialed in place before I ask somebody to relocate. I would hate to ask somebody to move their life and get down here and me go, okay, I'm not exactly sure what to do with you yet because I'm still building these. So, I'm getting really close to having all that stuff done. I'd say in the next...
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you know, month max, you know, I should have all processes, all trainings, you know, because I would like to, I'd like to be able to hire a guy or girl on whether it's for an office position or field position or whatever it is and say, come on in, we have all the training set up so that you know exactly how we want every piece of the day done. Here's what your 12 week training is going to look like. And after that, you'll know the Southern values way. And it should never, there should never be a question as to what to do and when to do it.
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And really when I can get those final pieces put in place, hiring out of state is probably something I really need to look into because the pool here is only so big.
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Eric - @TheGoalGuide (28:21.036)
Yeah, I remember during COVID, maybe it was COVID, maybe it was like, you know, when all the BLM marches were going on around the country and Florida incentivized police officers to move down because they really needed police officers and they were paying like $5,000 plus moving expenses and I mean, just recruiting left and right and they would be running ads on TVs in other states. Just hey, sometimes you got to do what you got to do. Yeah.
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Chris Powers (28:37.095)
Yeah.
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Chris Powers (28:47.538)
smart. Yeah.
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Eric - @TheGoalGuide (28:51.502)
Chris, absolutely enjoyed our conversation, man. I love what you're doing. I'm gonna be rooting for you hardcore. Is there anything I didn't ask you that you were hoping I would?
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Chris Powers (29:01.298)
no, I don't, I don't think so. You know, the only thing that comes to mind is, you know, would let, you know, I'd, I'd be remiss if I didn't kind of mentioned to everybody that there's a, there's a big change in the industry coming that a lot of people don't know about. And that's the fact that, the refrigerant is changing again. And, the, the problem with more people not knowing about it is that, a, they're gonna, they're gonna move to a flammable refrigerant that, you know, we're all still kind of trying to figure out, but
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They're also saying that cost on new air conditioners are going to go up 30 % plus after the first of the year. know, not a sales pitch. Yeah, not a sales pitch, just kind of a public announcement there because a lot of people don't know it and they won't know it until it's time to get a new unit. And they go, why is this so expensive? well, there was a change. I wish I had known about that. You know, so we're kind of trying to make everybody as aware as possible, at least that way they have the...
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the chance to research it and get educated on it before it happens.
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Eric - @TheGoalGuide (30:03.438)
Really cool that you're doing that. Hey man, thanks so much for being here. Congrats on all the success. Wishing you double, triple, quadruple success, whatever you want, man. And thank you guys for tuning in. We'll see you on the next episode.
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Chris Powers (30:12.401)
you
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Chris Powers (30:18.866)
Thanks, Eric.
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