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#5 How much money should I pay my team?

#5 How much money should I pay my team?

Being intentional about your compensation philosophy, overcoming the aversion to "sales" in home services, and the financing programs our customers love.

Christopher Hoffmann
July 31, 2025 • Estimated Reading Time: 17 minutes

In Today’s Newsletter

“I am not a Salesperson” - and why that’s a good thing.
Teaser - what Tommy Mello and I will discuss on-stage at Pantheon
Our compensation philosophy - and how we execute it
Re-aligning our internal teams to manage our AI projects
Two financing programs our customers love
Favorite Tweets from the past week

All of your leadership problems. Solved with the right hire. Uncommon Elite.

My friend and former Army 160th pilot, Christian Ruf, is helping business owners build high-performing teams by placing special operations veterans - think Navy SEALS, Army Rangers, Green Berets - in senior operations roles inside of businesses like yours. Check out his business, Uncommon Elite, and let him know that Chris sent you.

What’s on my mind?

“I’m Not a Salesperson” – And Why That’s a Good Thing

Over the years, I’ve heard this phrase repeatedly from technicians, plumbers, electricians, and roofers:

“I’m not a salesperson.”

At face value, it’s an honest statement. Most of us entered the trades to fix problems, work with our hands, and take pride in doing quality work—not to “sell.”

But here’s what I’ve come to believe: If we’re doing our jobs right, we don’t need to sell—we need to serve. And the best service providers understand that creating value for our customers inevitably shows up as revenue on the books.

So why does “sales” feel like a dirty word to so many in our industry?

Let’s unpack that by looking at two core ideas:

1. We measure our value based on skill, not output

Many of us have invested years—sometimes decades—becoming masters of our trade.

And that technical mastery holds deep personal value. But in a business context, value is ultimately defined by what customers are willing to pay for your expertise.

If I ran service calls all year and customers paid $100,000 for my work, then—regardless of how technically skilled I am—my commercial value was $100,000. Sales isn’t about pushing products; it’s about translating knowledge into results customers willingly pay for.

2. We stay in our comfort zones

Most tradespeople are most comfortable executing the job—using tools, solving problems, making things work. That’s our home field. But listening closely to customers, asking good questions, and educating them on options? That can feel uncomfortable.

Here’s the truth: mastering the technical side is much harder than mastering the interpersonal side. And if you’ve already put in the work to build deep technical skills, you’re more than capable of stepping into conversations that create more value.

So, What Does Sales Actually Look Like?

At HB Solutions Group, it looks like this:

Understanding what our customers care about
Educating them so they can make informed decisions
Offering solutions that improve their lives—not just their HVAC, plumbing, electrical, or roofing systems

When done right, sales is a byproduct of service. It’s not manipulation. It’s not pressure. It’s value creation.

And that value creation drives everything else:

Higher pay and better benefits for our team
Investments in training, tools, and technology
A company culture rooted in purpose, not just profits

The next time you hear “sales,” I hope you hear this instead: “We’re creating value.” And if you’ve mastered your trade, the only thing standing between you and delivering more value is your willingness to lean into discomfort and keep growing.

Because ultimately, the most successful field professionals aren’t just skilled—they’re committed to improving life in every home, including their own.

— Chris H

I’m trying hard to live healthier - which includes a rigorous exercise routine. Here we are at the starting line of the Aspen Valley Marathon!

Fly fishing in Colorado… it’s oddly therapeutic.

Tablerock Lake is a gem in southern Missouri - over 50,000 acres of water to enjoy with your family.

Thank you, Johnny Morris, for giving us Big Cedar Lodge. What an incredible property at the lake. View from our patio this past week.

Our mini horse, Hershey, with her new styled up hair.

My dad and his team back in the early 90s… when your number one marketing lead source was the Yellow Pages.

Penny and I picking up a new car in KY!

Things you should…

Leading a growing company doesn’t mean you become detached from the way in which your company serves customers, you should find ways to remain connected to the work your front-line team members are doing.
If your company isn’t hitting its goals, you should should look in the mirror.
If you are afraid to hire people who are smarter and more capable than you, you should get over this ASAP. Hire them… and get out of their way.

Technology Corner

Break-out Session @ Pantheon with Tommy Mello and Chris Hoffmann.

Pantheon — is shaping up to by an incredible event… the more speakers that are announced, the more my excitement builds.

Tommy Mello - the Founder & CEO of A1 Garage - a $250 million residential garage door service + replacement business, and I sat on a panel earlier this year… and we had an awesome discussion about different kinds of ownership and how your ownership structure can effect decisions you make in your business.

Tommy runs a $250 million business and has a private equity partner. I lead a $165 million business and remain 100% family owned. Different paths… neither is “right” or “wrong” - and we share our perspective on why each of our decisions are “right” for us.

It was so much fun - and the feedback we got was very positive - and therefore we decided to do something similar at Pantheon, but this time moderated by Connor Thielman - ServiceTitan’s Chief Business Officer.

Here’s what we will discuss:

Board of Directors vs Board of Advisors - what are the differences, and when might you put a board together
Long-term incentives to reward key leaders - how do you accomplish this in a private equity ownership structure vs how do you accomplish this in a private / family-business ownership structure
Access to growth capital - when you have a private equity partner… and when you don’t
What are good reasons (and bad reasons) to accept an investment from private equity. And what are good reasons to remain independent
… and much more. We will also leave plenty of time for a Q&A

I hope to see you there - and if you do come - come say “Hi” at Tommy and my breakout session.

#grateful to have ServiceTitan sponsoring this section of TPLT; Pantheon 2025 will be held Sept 17-19 in Anaheim, CA.

People + Talent

Paying for Excellence - Our Compensation Philosophy at HB Solutions Group

At HB Solutions Group, we believe compensation should reflect more than just a paycheck. It should represent the full value we place on our team — the people who make our mission of Improving Life in Every Home possible.

Total Compensation, Not Just Paychecks

When we talk about compensation, we include everything: hourly or salaried pay, performance bonuses, health benefits, retirement contributions, paid time off, disability insurance, and fringe benefits like virtual healthcare access and wellness programs. Every part of this package matters. Together, these elements define how we support our people — financially, physically, and emotionally.

Start with the Market — Then Aim Higher

Compensation decisions begin with one simple question: What does the market pay for this role in this geography?

Once we understand the going rate, we decide where we want to be relative to that benchmark. Because we’re a premium service provider, we don’t aim to match the market — we aim to lead it.

That’s why for some roles, we target compensation at the 90th percentile of the market. For others, we aim for the 60th or 70th percentile. The key is alignment — matching pay with our expectation for performance, quality, and customer experience.

Why We Invest in People

The quality of our service is a direct reflection of the quality of our people. And attracting top talent requires more than just competitive pay. It requires creating a workplace where people are valued, supported, and inspired to be their best.

That’s why we’re committed to paying better than market. Because we expect better than market. And because we believe our customers deserve the best service experience available.

Questions for Every Business Owner

How does your current compensation compare to market compensation for each role?
Is your compensation aligned with your intended compensation philosophy?
Are you a premium service provider — or are you competing on price?
On the compensation and benefit spectrum, what do your team members value most? Least?

If you haven’t answered these questions recently, now’s the time. Compensation isn’t just an expense — it’s a strategic lever. Used wisely, it’s one of the most powerful tools you have to attract great people, build a great culture, and deliver an exceptional customer experience.

Let’s keep building — smart, sustainable, and with purpose.

CyberNetic Labs - bringing powerful Agentic AI tools to the trades

Adapting to Innovation: How we’ve organized our team to support transformative AI implementation

At HB Solutions Group, we've always believed that innovation isn't just about technology — it's about how people organize, communicate, and lead change.

Over the last year, our work with CyberNetic Labs has reinforced that belief in powerful ways.

What began as a straightforward product roadmap centered on AI voice intake has grown into something much more ambitious. CyberNetic Labs is now building a comprehensive solution for home service companies, with three interconnected pillars:

Omni-Channel Intake & Enterprise Capacity Management – moving beyond voice to include chat, SMS, and online booking while intelligently managing tech availability across the organization.
Dispatching Optimization – ensuring the right field professional is matched with the right call at the right time.
Autonomous Outbound Marketing – using real-time customer data to proactively re-engage and convert dormant customers.

This evolution didn’t just impact our tech stack—it required a full rethinking of how we organize our teams.

To meet the demands of this expanded vision, we had to reconfigure our internal working groups. Rather than a siloed approach, we’ve brought together cross-functional teams—operations, marketing, CX, dispatch, IT, and leadership—so that the best minds and most relevant perspectives can shape our planning and execution. This isn’t about tech for tech’s sake. It’s about designing tools that actually solve operational challenges.

And that process has surfaced broader lessons for any organization navigating a big technology shift:

How should we organize our team to best support this work? Traditional departmental structures don’t always cut it. We needed flexible, cross-functional groups empowered to make decisions and own outcomes.
Which perspectives are missing from the conversation? Our best insights didn’t come from the top down—they came from the frontline. The people managing dispatch boards or taking customer calls are critical to building tools that work.
How are we prioritizing changes? With so many possible improvements, clear prioritization—based on business value and team capacity—has been essential.
How do we create line-of-sight for our operators? We’ve invested in better communication so our operations leaders know what’s coming, why it matters, and how they can prepare their teams for success.

This journey hasn’t been perfect. But by being intentional about how we communicate, collaborate, and lead change, we’re positioning ourselves to not just implement AI—but to lead the industry in using it to improve team performance, customer satisfaction, and business outcomes.

The companies that thrive in the next decade won’t just be those that adopt new technology—they’ll be the ones that organize themselves to make that technology matter.

#grateful to have Cybernetic Labs sponsor this section of TPLT

Consumer Financing¹

Unlocking Opportunity — How Strategic Financing Helps Customers Say “Yes”

In the home service business, trust and transparency are everything. But even with strong relationships and top-notch solutions, one thing can still kill the deal: sticker shock.

That’s where consumer financing comes in — not as an afterthought, but as a vital tool in helping our customers move forward with confidence.

Among our offerings at HB Solutions Group, we have two standout programs that solve very real problems for our customers:

1. 0% Interest Financing – The “Smart Money” Option

The customer who chooses 0% interest financing isn’t usually cash-strapped. In fact, they often have the means to pay in full. But what they see in this program is value—the time value of money, to be exact. Instead of draining their savings, they view the zero-interest offer as an additional discount over time. It gives them flexibility and financial confidence.

For our team, this becomes an incredibly effective closing tool. It removes the friction of a large lump sum payment and gives the customer a compelling reason to say “yes” today—not months down the road. Especially for those who can handle a slightly higher monthly payment, this program delivers both peace of mind and a smart financial play.

2. Long-Term Financing – Minimizing the Monthly Impact

Then there’s the customer who cares about one thing above all else: monthly cash flow. This is often someone on a fixed income, or someone whose budget simply has no room for big new payments. Our 10- to 15-year amortization programs are tailor-made for them.

With extended terms, we can get their monthly payments to a place that feels manageable—and in many cases, surprisingly low. The result? We transform what might have felt like an overwhelming investment into a practical, affordable improvement to their home.

Whether it’s the savvy investor who sees 0% interest as a discount, or the budget-conscious homeowner who needs to stretch payments over time, our job remains the same: to understand their needs and guide them to the option that’s right for their family.

This isn’t just about closing more sales. It’s about creating win-win scenarios that lead to happier customers, stronger relationships, and a better reputation in every market we serve.

Let’s keep meeting people where they are—and giving them the tools to move forward.

#grateful to have GreenSky® Home Improvement sponsor this section of TPLT

¹ The views and opinions expressed here are owned by The Path Less Traveled and its author and may not reflect the views of GreenSky®

This Week’s Favorite Tweets

Friends of The Path Less Traveled

Who are the VENDORS that fuel our success?

MARKETING

Choosing a marketing agency that is both (1) competent and (2) CARES about your specific business is hard. Over the last 5 years, I have become great friends with the founder of RYNO Strategic Solutions, Chris Yano, and can say with confidence that his agency is among the few that I would trust with my own brands. If you are searching for a partner, put them on your list to evaluate. Send a note to Jeff Bowab at [email protected] and tell him that I sent you.

PAYROLL & HR

Inova Payroll & HR has been a partner to our companies for over 10 years. They have provided us with a payroll technology platform that has been able to keep pace with the demands of our fast-growing organization (now serving team members across 4 states). Inova’s platform works seamlessly with our CRM, ServiceTitan, and with our accounting back-end, Sage Intacct.

COACHING & TRAINING

If there is one organization - perhaps more than any other - that has fueled our growth over the last 10 years… that organization would be Nexstar Network. I like to say that Nexstar Network has built & refined a “process playbook” that touches on so many facets of our business. From dispatching, to call taking, to in-home customer service, to pricing methodologies and more. Don’t try and re-create the wheel… come and learn from the best. Becoming a member is a life changing opportunity.

#grateful for the “Friends of TPLT” sponsors in this section

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