📪 HH #69: Focusing only on the work will kill your business
- Justin Hubbard
- Feb 23
- 5 min read
Let's jump head first into today's topic.
You’re a Marketer First, Salesperson Second, Technician Last 👉 Most small business owners get this backward.
They think being the best at their job is what will move the needle. They believe if they do the best work, customers will naturally come, and the business will grow.
But the job is the easy part. Doing the work is the easy part.
💬 “Being good at a job and being good at running a business are two entirely different skill sets.” Michael Gerber, The E-Myth
I also did a short Instagram clip on this topic—check it out here: Watch Now
Why This Order Matters
Most haulers, junk removal owners, and home service entrepreneurs start as technicians. You’re the one doing the jobs, driving the truck, and lifting the furniture. That’s fine—we all start somewhere. But if you stay stuck in the technician role, your business will always rely on you.
The people who scale their businesses quickly are the ones that spend as much time as possible marketing and selling, not hauling and doing the grunt work.
1. You Are a Marketer First
If your business is slow, it’s not a service problem—it’s a marketing problem. Marketing is what gains your business attention. You market for attention. Without it, you rely solely on word-of-mouth and referrals.
And while those are valuable, they are just pieces of your business flywheel—not a full system that can grow and sustain your business long-term.
Marketing is what brings in leads. Sales is what converts them into paying customers. If you don’t market, you don’t get leads. If you don’t sell, nothing happens.
And the foundation of good marketing? Copywriting.
Everything you put out—your ads, social media, website, emails—is salesmanship in print.
If your messaging isn’t attracting leads, your business won’t grow.
✅ Your website should be written to convert.
✅ Your ads should be written to hook attention.
✅ Your social media should build trust and authority.
You don’t need to be a professional writer, but you do need to clearly communicate why someone should choose you by framing the customer benefits.
2. You Are a Salesperson Second
Marketing brings leads in, but sales turns them into paying customers.
Nothing happens in business without there first being a sale.
Do you answer the phone with confidence?
Do you sell your service with conviction?
If you’re not confident, the person on the other end won’t be either. And if they’re not confident, they won’t say yes—they’ll say, “Let me think it over.”
Sales isn’t about being pushy—it’s about understanding the customer’s pain points and showing them how your service solves their problem. Always think from the customer’s perspective. People see the world through their own lens, so you need to position your service as a direct benefit to them.
If they can’t see how it makes their life easier, they won’t buy.
3. You Are a Technician Last
If you master marketing and sales, you’ll never have to be the technician. You’ll be too busy booking jobs, expanding your team, and running your business.
The people who never get off the truck? They’re stuck because they never built a system for generating leads and closing sales.
Your #1 priority should be working on your business, not just in it.
How to Start Thinking Like a Business Owner
If you’re still on the job site daily, it’s time to start thinking beyond the work itself. Every decision you make should move you closer to running the business rather than working inside it.
Here’s how to start:
1️⃣ Shift your focus from tasks to strategy.👉 Instead of just getting the next job done, ask: How am I bringing in my next 100 customers?
2️⃣ Dedicate specific time to marketing and sales daily.👉 Even if you’re busy, block at least one hour per day (could be at night when you get home) to work on lead generation, follow-ups, and ad strategy.
3️⃣ Make hiring a priority.👉 If you’re the only one who can do the work, you don’t own a business—you own a job. The goal should be to build a team so you can focus on growing the business instead of just operating it.
4️⃣ Start tracking metrics that actually matter.👉 Stop guessing and start tracking:
How many leads are you getting?
What’s your close rate on those leads?
How much does it cost to acquire a customer?
How many jobs are coming from repeat customers?
5️⃣ Invest in learning sales and marketing.👉 The more you understand how to get attention and close deals, the less you’ll need to be in the truck doing the work.
Every hour you spend on marketing and sales is an hour that brings you closer to getting out of the truck and building a long-term, sustainable business that’s bigger than you. It becomes its own ecosystem—one that operates without you pulling every lever.
Eventually, it frees you up to do whatever you want with your time. Work on the business, launch a new division, spend more time with family, or even join that country club and golf as much as you want. That’s the beauty of a well-run, highly profitable business—it gives you options.
The Fastest Path to Growth
The haulers and service businesses that scale fast aren’t the ones doing the most jobs themselves. They’re the ones getting the most calls.
The sooner you start treating yourself as a marketer and salesperson first, the sooner you’ll be able to hire others to do the technician work for you.
If you want to break out of the truck, start by mastering marketing and sales. Everything else follows.
Keep building, keep growing.✌️
Justin Hubbard
Whenever you're ready, here are three ways I can help you grow your business:
Adimize: Grow Your Business with Our Proven Google Ads System
Maximize your ad spend with a FREE Google Ads review from Adimize—my own business born out of numerous requests from fellow haulers looking to improve their marketing. With over a decade of experience in the hauling industry, we optimize campaigns to drive leads and boost bookings—using intent-driven, results-focused strategies. No contracts, no risk. Schedule your free review HERE.
2. Get Personal Help with a FREE Strategy Call
You've invested in experts for your golf game and finances—now let's do the same for your business. I’ve been in your shoes, and I know what it takes to break through the grind. Together, we’ll identify the moves that will make your business thrive and set you on the path to significant growth. Book your strategy call HERE.
3. Order My New eBook: Beyond Breaking Even | Unlocking Profit Potential In Hauling Businesses
Discover how to drive sustainable revenue and growth in the hauling industry. This book provides targeted strategies to scale your business, optimize operations, and enhance profits while mitigating risks. With real-world examples and proven methods, you'll gain actionable insights to help businesses like yours succeed and realize their full potential. Purchase your copy HERE.
4. Financing for Trucks and Equipment
Are you planning to grow your fleet or upgrade your equipment? I can connect you with flexible financing options tailored for service businesses. Reach out, and I'll guide you through the next steps.
5. Looking to Buy a Truck?
If you’re looking for a new truck, I can connect you with a trusted dealership that specializes in our industry. Just let me know, and I’ll help you get started.
6. Simplify Payroll, Payments, and Operations
Whether it’s payroll, payment processing, or software to streamline operations, I collaborate with providers who can enhance your backend efficiency. Contact me directly, and I’ll help you find the right solution.
Comentarios