Show Information
Episode Number: 99
Date: August 4, 2025
Duration: 40:06
Host Contact Information
Host: Justin Deese
Website: JustinDeese.com
Contact: Justin@JustinDeese.com
Guest Contact Information
Guest: McKena Harless
Company: True North Strategies
Guest Website: PickTrueNorth.com
Summary
In this episode of the Freedom Blueprint Podcast, Justin Deese is joined by McKena Harless, founder of True North Strategies. McKena shares her journey of growing up in the trades, learning the family HVAC business from the inside out, and how those experiences shaped her mission to help home service businesses grow through smarter marketing and operational strategies. She dives into the realities of contractor marketing, the importance of building a clear vision for your team, and why every business needs a CMO-style presence—even if they can’t afford one full-time.
Whether you’re a business owner looking to level up your marketing, create stronger operational systems, or simply find more balance in your business, McKena’s story and insights will inspire and equip you for your next stage of growth.
Takeaways
- Why home service companies struggle with marketing and how to fix it
- The six marketing pillars every contractor must focus on
- How to move from reactive to proactive marketing
- Building vision and culture for your team
- Why True North Strategies is designed to be a CMO and COO solution for growing businesses
Chapters
- Growing up in the trades with Daffin Cooling & Heating
- Lessons learned from Service Nation and Lemon Seed Marketing
- The birth of True North Strategies
- Marketing mistakes contractors make
- Diagnosing your business for true growth
- How McKena and her father Tom are helping businesses as a dynamic team
Keywords
#FreedomBlueprintPodcast #HomeServiceBusiness #HVACMarketing #PlumbingBusiness #ElectricalBusiness #TrueNorthStrategies #McKenaHarless #JustinDeese #BusinessGrowth #MarketingStrategy #ContractorSuccess
Transcript
Justin Deese (00:02)
Welcome back to another episode of Freedom Blueprint podcast. I am hanging out today with McKenna Harless, the founder of True North Strategies out
Granbury, Texas. That’s right. I love Granbury. I love the little downtown area. I know you and I have talked about it. We’ve spent a lot of time in complantation. We had some friends that live there. it’s a great area. Hot.
Mckena Harless (00:16)
⁓ that’s right.
Yes, yes. At the time of this recording, I’m pregnant. I’m hoping in a few weeks when you share this, I’m no longer pregnant. But people have asked me if I’m hotter now that I’m pregnant. And I’m like, it’s Texas. I’m always hot.
Justin Deese (00:30)
area yes hot area
share this I’m no longer pregnant but people ask me if I’m hotter now that I’m pregnant and I’m like it’s Texas it’s I’m always hot.
The next level is spontaneously combust and then that’s a whole nother problem. Yes. Good well I appreciate you coming and hanging out a little bit and so
Mckena Harless (00:52)
Yes.
Justin Deese (00:58)
McKenna and I were hanging out at the event my wife put on the Power Profit Workshop and so I really got to learn more about your business and obviously I know I’ve known you for a lot of years I’ve known your dad for a lot of years ⁓ I’m sure most people listening know Tom Peregrino is McKenna’s dad and you guys are kind of becoming this powerhouse father-daughter team which is really exciting to watch and see and ⁓
play a small part in it but um but yeah I wanted you to come on today and let’s talk a little bit about True North and what is it that you guys do to help home service businesses really move the needle and crush it as they get into their uh season of growth so welcome. Thank you thank you for having me it’s been really fun as I got to see Josh Henry at the show and then just getting to talk to more of my contractor vendor friends over
Mckena Harless (01:42)
Thank you. Thank you for having me. It’s been really fun as I got to see Josh Embry at the show and then just getting to talk to more of my contractor vendor friends over the last
couple of weeks as True North has been growing. And it’s just so fun to see like you and Kristen, for example. I mean, I remember when y’all came out with your book and you were just kind of moving into the space of like mentorship and coaching. And then now to see and participate in a whole show.
Justin Deese (01:54)
as True North has been growing. It’s just so fun to see like you and Kristen, for example, I mean, I remember when y’all came out with your book.
You were just kind of moving into this space of like mentorship and coaching and then now to see and participate in a whole show
Mckena Harless (02:12)
that Kristen gets to put on as she’s built her remote CFO empire. And so it’s just so cool. And I’m so grateful to have friends like y’all that are just like helping other contractors and growing. And it’s been really, really fun to see everybody just take this gifts and skills and just go and help other contractors.
Justin Deese (02:12)
that Christine has to put on if she’s built her remote CFO Empire and so it’s just so cool and I’m so grateful to have friends like y’all that are just like helping other contractors and growing and it’s been really really fun to see Everybody just take this gifts and skills and just go and help other contractors it is a lot of
And there’s so many times where we kind of sit down and think about what is something we want to work on and it’s interesting because I always go What did I need in that part of my journey? Because that that’s it. Like I always think about you know for me Finding a best practice group service nation was it was a big was a big win for me But it it took me ten years. I didn’t even know what that was I didn’t even know what a best practice group was and that’s just kind of the start of the foundation of making sure that you’re surrounded
Mckena Harless (02:58)
Mm-hmm.
Justin Deese (03:04)
yourself with people that can help you drive the business and move it forward. ⁓ some things that some people may not know about you is that you’ve grown up in the trades is that right?
Mckena Harless (03:08)
Absolutely.
That is right. So my dad,
my mom had just had my sister and so she and I were 16 months apart. So let’s say I was about two years old and my dad was working at a bank in a Walmart here in Granbury. And he came home to my mom and he said, I quit my job and I’m gonna go 100 % sales commission at an air conditioning company. Keep in mind he…
Justin Deese (03:23)
So let’s say I was about two years old and my dad was working at a bank in a Walmart here in Granbury. And he came home to my mom and he said, I’m gonna my job and I’m gonna go on 100 % sales commission at an air conditioning company. Keep in mind,
Mckena Harless (03:41)
had never done anything like that ever
Justin Deese (03:41)
he had never done anything like
Mckena Harless (03:42)
before in his life. And my mom had transitioned to being a stay at home mom because they had two kids now. And so once she recovered from the shock, he because he’s always been very entrepreneurial and sales minded. he did note to his credit very, very well when he when he went. ⁓
Justin Deese (03:45)
to be at the stay at home mall because they had two kids now. And so once she recovered from the shock, he’s always been very entrepreneurial and sales minded. he did note to his credit very, very well.
Mckena Harless (04:02)
And then as many contractors do, they’re working for somebody else. They’d rather run it differently. So he was approached by another technician at that company and he said, Hey, I’m thinking about starting my own thing. You want to come along with me? And so they started an air conditioning company together here, DAF in cooling and heating. So it’s a family name for them. ⁓ and he came on as the sales manager and then over the years just moved his way up and up.
Justin Deese (04:02)
And then as many contractors do, they’re working for somebody else. They’d rather run it differently. So he was approached by another technician at that company and he said, hey, I’m about starting my own thing. You want to come along with me? And so they started an air conditioning company together here, DAF and Cooling and Heating. So it’s a family name for them. ⁓
He came on as the sales manager and then over the years, he was way up and
Mckena Harless (04:32)
to where I would say about after 10 years, he was more like in the jam roll. And that’s when he bought the company. And then for the next 10 years, he just ran it. And when he sold it to his current partner, I always like to specify that because people think private equity, but he sold it to the guy that he was working with at the time as his service manager. And ⁓
Justin Deese (04:32)
up to where I would say about after 10 years, he was more like in the jam roll and that’s when he bought the company and then for the next 10 years, he just ran it and when he sold it to his current partner, I always like to specify that because people think private equity but he sold it to the guy that he was working on at the time as his service manager and ⁓
Mckena Harless (04:56)
at the time they were at 8 million in revenue. And so from there, he went to go work at at service.
Justin Deese (04:56)
that time they were at eight million in revenue and so from there he went to the work at
Mckena Harless (05:02)
nation as their president. ⁓ so yeah, was always
Justin Deese (05:02)
service nation as their president so yeah it was always it’s still humorous you know to see the path that God leads you on because as a kid I just have very vivid memories of going to the office and it smells like gasoline and oil and there’s just these like men there that are tall and
Mckena Harless (05:08)
It’s still humorous to see the path that God leads you on because as a kid, I just have very vivid memories of going to the office and it smells like gasoline and oil. And there’s just these like men there that are tall and kind of scary
Justin Deese (05:26)
scary and some of them are a little rough looking they don’t say the cleanest words but
Mckena Harless (05:26)
and some of them are a little rough looking. They don’t say the cleanest words. ⁓
But I remember my sister and I had a great time cleaning off all the whiteboards
Justin Deese (05:33)
I remember my sister and I had a great time cleaning up all the
Mckena Harless (05:36)
⁓ in their conference room. And then we’d go and cover my dad’s desk in sticky notes and say things like, love you and ⁓ hope you have a good poop. Things that make him laugh and stuff like that. But it was never the intention in my mind as I grew up to go work there because I just perceived it as being this very blue collar.
Justin Deese (05:48)
you know, think that make him laugh and stuff like that. But it was never the intention in my mind as I grew up to go work there because I just perceived it as being this very blue collar,
Mckena Harless (06:00)
rough place. And then you also have your pride and ego as an 18 year old thinking, you know, who wants to move back home and all that? I’m
Justin Deese (06:00)
rough place. And then you also have your pride and ego as an 18 year old thinking, you know, who wants to move back home and all.
Mckena Harless (06:08)
to go work for some really cool company. so lo and behold, I graduated my degrees in marketing and ⁓ he just so happened. And again, it’s all God’s timing in hindsight, but he ⁓ had a position there at the office ⁓ to help out the marketing director.
Justin Deese (06:11)
And so lo and behold.
my degrees in marketing and he just so happened and again, it’s all God’s timing in hindsight but he ⁓ had a position there at the office ⁓ to help out the marketing director
and so I kinda came on as like her assistant and grew as you do this whole business into many different roles ⁓ but yeah, I got to see it from like I say like the perspective growing up with like the dinner table of
Mckena Harless (06:30)
And so I kind of came on as like her assistant and grew as you do with a small business into many different roles. But yeah, I got to see it from like, I say like the perspective growing up of like the dinner table of seeing
Justin Deese (06:45)
seeing him have to get up to go take phone calls. We have a lot of family pictures of summer vacations that he’s not in because he had to go work in the office. Listening to phone calls in the car while we’re driving to church in the morning.
Mckena Harless (06:45)
him have to get up to go take phone calls. We have a lot of family pictures of summer vacations that he’s not in because he had to go work at the office. ⁓ Listening to phone calls in the car while we’re driving to church in the morning, know, putting out fires and then ⁓
getting to go work in the actual trenches with him for four years was just another deeper perspective, right? So yeah, it was just an interesting transition, I would say, from childhood to adulthood.
Justin Deese (07:00)
getting to go work in the actual trenches with him for four years was just another paper perspective, right? So yeah, it was just an interesting transition, would say, from childhood to adulthood. Well, that’s
pretty cool though, because in the trades have changed a lot in the last 15, 20 years. mean, 20 years ago, the marketing space was more about
I’m guessing when I say this, feel free to correct me, but more about how big is your Yellow Page ad and what local event are you going to go to, maybe a mailer or two, but certainly the internet wasn’t a big part, well 20 years ago definitely wasn’t a big part of it, but there’s certainly been a bigger shift and a bigger part that all of that marketing plays now in our business. ⁓
Mckena Harless (07:52)
absolutely,
absolutely. And to see.
I’ll say like, and I try to describe it to my friends who are working here, you know, they’re teachers or they’re working remotely for a bank or something, you know, it’s how do you describe to them the
Justin Deese (07:56)
I’ll say like, I try to describe it to my friends who are working here, know, they’re teachers and they’re working remotely for a bank or something else. How do you describe to them?
Mckena Harless (08:06)
secret hidden world that is the home service industry now? You know, that you have these entire conferences like Service Titan does with Pantheon or Service World Expo. Like how do you describe to them this network that’s now been created of contractors pursuing a higher level?
Justin Deese (08:07)
secret hidden world that is the home service industry now. You that you have these entire conferences like Service Titan does with Pantheon or Service World Expo. How do you describe to them this network that’s now been created of contractors pursuing a higher level
Mckena Harless (08:26)
with their businesses than what was traditional. And so once I got in that, when I started working for my
Justin Deese (08:26)
with their businesses than what was traditional? And so once I got in that, when I started working
Mckena Harless (08:33)
dad, because he would talk about, know, John and Vicki LaPlante from Service Nation, or I got to go to this networking event in Vegas. But I had no concept. Again, I’m just thinking like, it’s silly old dad. And then once I got involved and just saw this whole world, I love it. It’s so much fun.
Justin Deese (08:39)
networking event in Vegas but I have no concept again I’m just thinking like it’s silly old dad and then once I got involved I saw this whole world
So one of the things we did ⁓ in paradise is as we were growing the business This you know this you gotta have the spouse buy-in right like you gotta have the spouse buy-in and so one of the things we did at one of the service worlds is we invited all of our leadership team and all of their spouses and We thought it was more of a camaraderie thing that we would have but man we left that event and so many of the spouses
some of the even leaders in the team, but especially the spouses were like I had no idea this was like an industry, know, like it was just this really cool shift that happened Because you know, sometimes it’s easy to you know, it’s easy to overlook the fact that this is a this is a really really awesome Industry and there’s a lot of smart lot of really smart people that are that are in this space as well
Mckena Harless (09:27)
Yeah.
Mm-hmm.
No, absolutely.
And that’s something I encourage my clients to is for them to clearly articulate and cast vision for their team for.
Justin Deese (09:52)
to clearly articulate and cast vision for their team for
Mckena Harless (09:58)
what could be, you know, if they start out as an install helper and you’re not talking to them about, hey, if the business grows, then here’s where you can go next. When we hit this amount and when we get this many trucks and, yeah, giving them that larger vision for the potential because you know, we’ve done that in like the corporate world.
Justin Deese (09:58)
what could be. If they start out as an install mover and you’re not talking to them about, if the business grows, then here’s where you can go next, when we hit this amount, when we get this many trucks. And yeah, giving them that larger vision for the potential because we’ve done that in the corporate.
Mckena Harless (10:18)
You can see, you know, I started as like a CSR at a corporation and then I move up to office manager and then I’m see, you know, CFO of something is like the end goal.
Justin Deese (10:18)
see, you know, I started as like a CSR at a corporation, and then I move up to office manager, then I see, you know, CFO, something is like the end goal.
Mckena Harless (10:28)
And you can see that clearly articulated versus in the trades, an install helper might think he’s stuck being an install helper for the rest of his life because he doesn’t know the potential of what could be. so yeah,
Justin Deese (10:28)
And you can see that clearly articulated versus the trades and install helper might think he’s stuck being an install helper for the rest of his life, because he doesn’t know the potential of what could be so
Mckena Harless (10:42)
no, I think that that’s a really good idea. Somebody write that down.
Justin Deese (10:43)
again that’s a really good idea. I think we’ve
read that now. Right that’s fine we have it recorded we’re good. So let’s let’s talk a little bit about True North. So ⁓ what was that what was the inspiration what’s the goal give it give us the skinny give us the scoop. For the most part this last year has just been me just like holding the
Mckena Harless (11:00)
Ha ha ha ha ha ha ha ha ha
For the most part, this last year has just been me just like holding on
to my armchair. It’s just like this whole business has been driven forward very organically. Because after, once my dad sold the business and I had been introduced to this whole secret world of home services, I had gotten to know a lot of contractors through networking. And that’s when Crystal Williams started Lemon Seed Marketing and she and I had become friends just through AB80.
Justin Deese (11:10)
This whole business has been driven forward very early.
Because after once I got sold the business and I’ve been introduced to this whole secret world of home services, I got to know lot of contractors through networking and that’s when Crystal Williams started Lemon Seed marketing and she and had become friends just through ABA, Eagle
Mckena Harless (11:33)
with
Service Nation and so I had reached out to her just to see, know, hey, what’s out there? What are you doing? Tell me more. And she invited me to come along with her at Lemon Seed and so worked with her for a couple years. And then you have a baby which changes, you know, like your whole perspective on life. And so I went to go work for a digital agency. And part of that reasoning in my mind was, you know,
Justin Deese (11:33)
Service Nation. ⁓
And so I had reached out to her just to see, you hey, what’s what’s out there? What are you doing? Tell me more. And she invited me to come along with her and let me see. so worked with her for a couple of years. And then you have a baby which changes your whole perspective on life. And so I like to go work for a digital agency. And part of that reasoning in my mind was, you know,
Mckena Harless (12:02)
I
love the marketing for the home services. love helping contractors up with their business.
Justin Deese (12:04)
Yeah. ⁓
Mckena Harless (12:09)
But the biggest thing, especially in marketing that you get a lot of questions about is the digital side. Like you talked about, you know, this digital growth that we’ve experienced over the last years is totally wild and it’s hard to comprehend, especially as a contractor who’s never had to deal with that before. And so I wanted to go work in the trenches so that when I’m getting questions
Justin Deese (12:34)
as a marketing expert about SEO and PPC and
Mckena Harless (12:34)
as a marketing expert about SEO and PPC and Google,
ads and what’s a GBP and what does this acronym stand for and how do I know I’m getting the
Justin Deese (12:39)
Google Ads and what’s a GBP and what does this acronym stand for? How do I know I’m…
Mckena Harless (12:45)
return that I wanted. I wanted to be able to speak from a place of hey been there done that I get that it sucks but I can help you because I’ve been there and so just kind of took this ⁓ hiatus of
Justin Deese (12:47)
to be able to speak from a place of, hey, been there, done that. I get that it sucks, but I can help you because I’ve been there. And so just kind of took this hiatus of
Mckena Harless (13:00)
being a mom, getting a focus on that, while at the same time just building up my marketing arsenal with this digital information. But what I couldn’t help myself with is I’d be on these calls as an account manager where
Justin Deese (13:01)
being a mom, getting a focus on that, while at the same time just building up my marketing arsenal with digital information. But what I couldn’t help myself with is I’d be on these calls as an account manager.
Mckena Harless (13:14)
technically the lane that I’m supposed to stay in on these calls, these bi-weekly calls is the digital marketing. Let’s talk about SEO, PPC, all the things. But…
Justin Deese (13:15)
Technically the lane that I’m supposed to stay in on these calls, these bi-weekly calls is the digital market. Let’s talk about SEO, PPC, all the things. But
when my contractor said, I’m not getting the conversion rate that I thought that I would. Well, I’ll just do organic conversation. I know that they don’t have any other branding out there. They just invested all of their marketing money into Google and they don’t Just pay in Google. Yep. Yeah.
Mckena Harless (13:27)
when my contractor’s like, well, I’m not getting the conversion rate that I thought that I would. Well, just through organic conversation, I know that they don’t have any other branding out there. They’ve just invested all of their marketing money into Google and they don’t know why it’s not working. Yeah.
I know why it’s not working, but they don’t.
Justin Deese (13:44)
I know why it’s not working, but they don’t.
Mckena Harless (13:47)
And so I just, would just end up talking to them about the larger marketing strategy. Like, Hey, it won’t hurt my feelings. might hurt my boss’s feelings, but it won’t hurt my feelings. If you take some money from PPC and you go put it into a radio ad or a direct mail campaign or even just community involvement. And so I would end up getting calls from my clients, just asking me various questions and
Justin Deese (13:47)
And so I would just end up talking to them about the larger marketing strategy. Like, hey, it won’t hurt my feelings. It might hurt my boss’s feelings. But it won’t hurt my feelings if you take some money from TPC and you go put it into a radio ad or a direct mail campaign or even just community involvement. And so I would end up getting calls from my client. She’s asking me various questions.
Mckena Harless (14:11)
⁓ really just started feeling this like call back to the larger marketing.
Justin Deese (14:12)
really just started feeling this call back to the larger marketing
Mckena Harless (14:17)
strategy side of the business. But you know, at the same time, I’m just nervous because I still feel young. I’m only 30. And so I’m like, Can I really help you know, struggling with imposter syndrome and ⁓ just
Justin Deese (14:17)
strategy side of the business. But at the same time, I’m just nervous because I still feel young. I’m only 30. And so I’m like, can I really help struggling with imposter syndrome? Which by the way, and I’m sure you know this, everybody has that. Everybody has that at some point. ⁓
Mckena Harless (14:37)
Okay, this is a better. ⁓
Justin Deese (14:41)
So you’re definitely not alone. can remember starting the podcast that being a big hang up like that that held me up for six months to get started was that whole thing is like, do I have enough to talk about? I? You know, so imposter syndrome is a thing and I don’t I would say if somebody doesn’t have it, there might be some narcissism they might want to work on.
Mckena Harless (14:52)
Yes.
Yeah, you may need to work on something else. ⁓
Justin Deese (15:06)
⁓ Well, and just to carry on with that for just a second is, know, everybody,
Mckena Harless (15:06)
Well, and just to carry on with that for just a second is, you know, everybody.
Justin Deese (15:13)
everybody jokes about everybody starting a podcast now.
Mckena Harless (15:13)
Everybody jokes about everybody starting a podcast now. And I’m like, well, do I need to start
a podcast? Why do we have so many podcasts? And I think the reality is that we’ve all been given a circle of influence to some degree, whether it’s just locally in your town, whether it’s in your family. ⁓ but to y’all, you know, for those that are networking and in these larger best practice groups and stuff like that, your circle of influence is larger, but it might be different than another podcast.
Justin Deese (15:18)
podcast. Why do we have so many podcasts? And I think the reality is that we’ve all been given a circle of influence to some degree, whether it’s just locally in your town, whether it’s in your family. But to y’all, you know, for those that are networking in these larger best practice groups and stuff like that, your circle of influence is larger, but it might be different than another podcast.
Mckena Harless (15:43)
that maybe is going to speak on the same topic, but they’ve just connected with people differently because of their personality. And so that’s just what I had to tell myself at some point is my circle of influence is going to be different than another marketing agency’s because maybe they’re in a different best practice group or they just have a different personality. So they’re meshing with different types of people. They have a larger business goals. So they’re going after a different demographic. So there’s a circle of influence that we all have to some degree.
Justin Deese (15:44)
that maybe is gonna speak on the same topic, but they just connected with people differently because of their personality. And so that’s just what I had to tell myself at some point is my circle of influence is gonna be different than another marketing agency’s because maybe they’re in a different best practice group or they just have a different personality so they’re meshing with different types of people. They have a larger business goals, they’re going after a different type
So there’s a circle of influence that we all have to some
Mckena Harless (16:13)
that I think we can speak to. And so just being confident with that ⁓ is I think what gives people a platform to speak to. So yeah, just prayed, going back to kind of my journey with True North, prayed about it. One of my clients at the time at the digital agency said, I would really love to work with you on a larger scale.
Justin Deese (16:13)
degree that we can speak to. And so just being confident with that ⁓ is I think what gives people a platform to speak to. So ⁓ yeah, just prayed going back to kind of my journey with True Earth, prayed about it. ⁓ One of my clients at the time at the digital agency said, hey, I would really love to work with you on a large.
bring it ⁓
Mckena Harless (16:35)
And so I put together a contract.
presented it to him over the phone while I was driving and I thought, you know, I’ll price this higher so that, you know, it’s worth my time because I’ll be doing this in my off time. He’s probably going to say no. And I didn’t get but halfway through the proposal. He was like, let’s do it. When, when can you come on? And so from then it just, it really was crazy. Once I got the word out there about what
I was doing and why I was doing it.
just the immediate organic clients that I was getting. Because really my heart for True North is, like I said, I know that those contractors are in the same place that my dad was in, ⁓ where they’re taking phone calls after hours, they’re putting out fires all day long, they’re taking time away from their family or their passions.
Justin Deese (17:07)
just the immediate organic clients that I was getting. Because really my heart for True North is, like I said, I know that those contractors are in the same place that my dad was in, ⁓ they’re taking phone calls after hours.
Mckena Harless (17:32)
to run this business and then at night maybe they’re listening to a podcast about marketing, you’re like, shoot, I should be doing this, I should be doing that, but who has the time? And so they’re just racked with guilt and anxiety because they don’t know where they’re gonna fit that on their plate. And so I like to say, it’s my honor and my purpose is to take that off your plate so that you can have ⁓ a little less anxiety ideally, because you’re in good hands.
Justin Deese (18:00)
because you’re in a good hands.
Mckena Harless (18:02)
So.
Justin Deese (18:02)
Well, and it’s easy to get that analysis paralysis kind of thing where you get on and you start reading some things you should do or somebody makes a post about this thing they’re doing that’s working so great and they immediately go to just duplicating that which is fine to do that in some cases. Yeah. But sometimes you have to know the whole story. There’s a whole journey that happened besides that one tiny piece and if you just jump on that one tiny piece you might have missed the 90 steps that
Mckena Harless (18:20)
Yeah.
Justin Deese (18:30)
in order to have the success as well. No, absolutely. I wish there was like an AI feature. There will be.
Mckena Harless (18:34)
No, absolutely. I wish there was like an AI feature that a contractor, if a contractor
shares advice on marketing beforehand, it needs to have like a brief summary about the demographics of their city and the demographics of their office and
Justin Deese (18:42)
shares advice on marketing beforehand needs to have like a brief summary about the demographics of their city, demographics of their office, and
Mckena Harless (18:53)
what revenue they’re at and what CRM they, you know, just all these like basic information that to your point really does play a huge factor in what’s work, why what they’re doing is working for them. And so, ⁓ cause like I know I have one client
Justin Deese (18:53)
what revenue they’re at and what CRM they, you know, just all these like basic information that to your point really does play a huge factor in what’s work, why what they’re doing is working for them. Right. And so, because I know I have one
Mckena Harless (19:09)
in Minnesota that we joke their service area is like a best practice virgin because he got his trucks wrapped and his revenue just skyrocketed because ⁓
Justin Deese (19:10)
I know exactly who you’re talking about.
Mckena Harless (19:20)
Shout out to my boy Ryan at Grove.
⁓ But nobody had ever done truck wraps before. And so for him to just do a truck wrap was enough. So if he got on some Service Nation or some marketing mastermind Facebook group and was like, get your truck wrap, everybody’s…
Justin Deese (19:29)
to a truck wrap was enough. So if he got on some Service Nation or you know some marketing mastermind and Facebook group and was like get your truck wrap everybody’s
Mckena Harless (19:39)
that might not necessarily
Justin Deese (19:39)
that much
Mckena Harless (19:40)
work for everybody to just be the one solution for them to pursue. ⁓ And then I have, you know, I have a guy in Shreveport who’s just fighting for his life because it’s a more metro market. And so he’s got a beautiful truck wrap, but he’s having to do a lot more work at a lot higher cost than my buddy in rural Minnesota. So, so yeah.
Justin Deese (19:48)
for his life because it’s a more metro market. so he’s got a beautiful sharp graph, but he’s having to do a little…
Yep.
time in business obviously plays a big part of that.
who your customer is. I think that’s one thing that I know you guys help with your clients with is everybody’s not your customer. And I think a lot of times business owners get wrapped up and, yeah, everybody’s my customer. No, man, everybody’s not your customer. And it’s okay to say no to them, just like it’s okay for them to say no to you. But I think that’s cool that you guys helped them get to that point. Yes, I asked a contractor who was interested in working with us.
Mckena Harless (20:32)
Yes, I asked a contractor who was interested in working with us because
Justin Deese (20:38)
because he said that his major pain point for marketing was he felt like he maxed out on his service area. That he didn’t reach max market share. So I sit down with him and I’m like, okay, tell me more about this because where you are located
Mckena Harless (20:38)
he said that his major pain point for marketing was he felt like he’d maxed out on his service area, that he’d reached max market share. So I sit down with him and I’m like, okay, tell me more about this because where you are located,
you and what your revenue size is, you should have more opportunities. So I’m like, what’s your target demographic? And he said, well, I heard this one time from my dad actually, that it’s
Justin Deese (20:55)
and what your revenue size is, you should have more opportunities. So I’m like, what’s your target demographic? And he said, well, I heard this one time from my dad actually that ⁓
it’s really good to go after those that have pools in their house. And I’m like, okay, anything else? And so like, okay, okay, have you calculated the market share
Mckena Harless (21:06)
really good to go after those that have pools at their house. And I’m like, okay, anything else? No, we’re just going after houses with pools. And so I’m like, okay, okay, have you calculated the market share?
Justin Deese (21:22)
formula that you can do to calculate if you’ve reached your maximum market share? No, but
Mckena Harless (21:23)
formula that you can do to calculate if you’ve reached your maximum market share? No, but I
can just feel that we’ve maxed out. So that’s what we do, we do want to have is that laser focus because I remember
Justin Deese (21:30)
I can just feel that we’ve maxed out. So that’s what we do want to have is that laser focus because I remember even
Mckena Harless (21:41)
even as a kid, you’d have a competitor’s truck pass and we’d jokingly like, heck, we’d be like, he’s like, he’s hexing them. And I’d get so mad if we lost somebody to a competitor and
Justin Deese (21:42)
as a kid, we’d have a competitor’s truck pass and we’d joke and we’d be heck, we’d like, shh. We’d bark at them. And I’d get so mad if we lost somebody to a competitor.
Mckena Harless (21:53)
I’d go in my dad’s office just raging, especially when I started working for them. And he said, you know, there’s somebody for everybody. You’ve got your Whole Foods, which is like top tier. ⁓
Justin Deese (21:56)
especially when I started working for them. And he said, you know, there’s, somebody for everybody. You’ve got your whole foods, which is like top tier, ⁓
Mckena Harless (22:05)
top tier clients and then you’ve got your, let’s say like your Walmart and then you’ve got your
Justin Deese (22:06)
top tier clients. And then you’ve got your, your, let’s say like your Walmart and then you’ve got.
Mckena Harless (22:12)
local, like we have Brookshires here, Albertsons, Kings Supers and then you’ve got like your Dollar General people. Like there’s somebody for everybody but to your point you just have to figure out who your somebody is and make sure that your marketing is aligning with that.
Justin Deese (22:12)
local like we have brochures here Albert’s Hymns, King’s Super’s and then you’ve got like your Dollar General people like there’s somebody for everybody but to your point you just have to figure out who your somebody is and and make sure that your marketing is aligning with that so
Yeah, very good. So from a chief marketing officer space, it’s my belief that every business needs someone playing that role. Would you, I’m assuming you would agree with me on that?
Mckena Harless (22:43)
Absolutely.
Justin Deese (22:43)
And
Kristen I talk about this a lot we talked about on the podcast It’s the same with ⁓ you know with a chief financial officer you have to have one in every business The trick is every business can’t afford an expert in that space and I think you guys do a pretty good job of Filling that that void of allowing the expertise But not you know costing a fraction of what it would cost to hire someone full-time So what is it? What does it look like to work with true north?
Mckena Harless (23:12)
Yeah,
so.
Justin Deese (23:14)
So.
Mckena Harless (23:17)
would say two things. So we recently here, and I’ll give a little context, changed our strategy for True North Strategies. Initially when I started it, my goal was let me just manage all of your marketing services. So when you look at your marketing load, you’re gonna think of things like we talked about your digital vendors, your direct mail, your billboards, your printed collateral, all of those little tasks and to-dos.
Justin Deese (23:18)
two things. So we recently here and I’ll give a little context changed our strategy for True North Strategies. Initially when I started it my goal was let me just manage all of your marketing services. So when you look at your marketing load it’s going to
pretty collateral, all those little tasks and to do.
Mckena Harless (23:47)
And so that’s largely what I focused on when I started is let me just take all those services and those tasks off of your plate of managing all of your vendor partners and managing all these marketing to-dos because a lot of a lot of contractors have a lot of ideas They know what they want to do for their marketing or maybe they have like a general vision for it, but it’s the actual doing of
Justin Deese (23:48)
And so that’s largely what I focused on when I started is let me just take all those services and those tasks off of your plate of managing all of your vendor partners and managing all these marketing to do. Because a lot of contractors have a lot of ideas. They know what they want to do for their marketing. Or maybe they have like a general vision for it. But it’s the actual doing of.
Mckena Harless (24:13)
the marketing tasks so that I would say, would tell somebody, think of your marketing to-do list that keeps you up at night.
Justin Deese (24:13)
the marketing task. The execution. would say I would tell somebody think of your marketing to-do list that keeps you up at night
give it to me and I will get it all done. just like you would envision with her with an in-office marketing director anything that you would hand to her or him anything that you ask them or give tasks out to them delegate to them that’s what I’ll do.
Mckena Harless (24:20)
give it to me and I will get it all done. So just like you would envision with an in-office marketing director, anything that you would hand to her or him, anything that you would ask them or give task out to them, delegate to them, that’s what I’ll do.
So really honing in on those managed marketing services pieces and the vendor management. So that’s what I started at. But…
Justin Deese (24:37)
So really honing in on those managed marketing services pieces and the vendor management. So that’s what I started at. But
as my dad’s working with Service Nation, he’s working with contractors on the consulting, operational, coaching side. I’m working
Mckena Harless (24:47)
As my dad’s working with Service Nation, he’s working with contractors on the consulting, operational, coaching side. I’m working more
in the managed marketing services side. We’d come together for dinner at night. And I would just vocalize, know, man, it’s so hard because these contractors are coming to me and I have got a killer.
Justin Deese (24:56)
managed marketing services side. come together for dinner at night and I would just vocalize, you know, man, it’s so hard because these contractors are coming to me and I’ve got a killer
Mckena Harless (25:08)
marketing strategy built out for them. We started with a budget. We’re making sure that we’re meeting that budget every month. I’m monitoring their revenue, doing all sorts of data analytics to make sure that they’re growing month over month. So I’m, I’m fully
Justin Deese (25:09)
marketing strategy built out for them. We started with a budget. making sure that we’re meeting that budget every month. I’m monitoring, you revenue, doing all sorts of data analytics to make sure that they’re growing month over month. So, I’m,
fully CMO rocking it out. But there’s only so much that I can control, especially because
Mckena Harless (25:24)
CMO rocking it out, but there’s only so much that I can control, especially because
there’s really only in the contractor’s mind so much control that they have given me, which is like, you McKenna, your lane that you stay in is marketing. So when
Justin Deese (25:32)
there’s really only in the content there’s not so much control that they have given me, which is like you McKenna, your way that you stay in is marketing. So.
Mckena Harless (25:43)
they come to me and they’re like, hey, my PPC is not working. Well, we’ve been on these weekly, bi-weekly, monthly calls and I know that the real problem is not the PPC.
Justin Deese (25:44)
When they come to me and they’re like, hey, my PPC is not working. Well, we’ve been on these weekly, bi-weekly, monthly calls, and I know that the real problem is not the PPC.
Mckena Harless (25:56)
So I’ll tell them, hey, I did a diagnosis, met with your digital vendor to see if they could pinpoint any problems.
Justin Deese (25:56)
So I’ll tell them, hey, I did a diagnosis, met with your digital records, see if they could pinpoint any problems.
Mckena Harless (26:05)
It’s really not your PPC. What it is is when your CSR answers the phone, she doesn’t know when to book your equipment specialist to come out. So she’s calling them back 24 hours later and they’ve already gone with somebody else. So you really should probably work on that. And then that’s.
Justin Deese (26:05)
It’s really not your PC. What it is is when your CSR answers the phone, she doesn’t know when to book your equipment specialist to come out. So she’s calling them back 24
Yep. ⁓
Mckena Harless (26:23)
That’s where I would leave it because that’s really all they wanted. They just wanted to complain to me that they weren’t getting the lead volume or the revenue
that they wanted. They wanted me to fix it. I did the best that I could to fix it, but I can only control so much. Yeah. And then I would give them the advice, but I really didn’t have any authority with how I presented myself in the beginning to do any more to push them any further. So.
Justin Deese (26:32)
They wanted me to fix it. did the best that I could to fix it, but I can only control some You’re not answering the phone. Yeah. Yep. And then I would give them the advice, but I really didn’t have any authority with how I presented myself in the beginning to do any more, to push them any further. Right. So
Mckena Harless (26:52)
As I became pregnant with my second child, my dad is helping more and more contractors on the operational
Justin Deese (26:52)
as I became pregnant with my second child, my dad is helping more and more contractors on the
Mckena Harless (26:59)
coaching side. He really started to evaluate like, he loves, he loves, it’s humorous how much he loves being a grandpa. We call him pops. ⁓ my daughter eats an endless amount of Welch’s fruit snacks and watches all the shows that she could ever dream about watching. And they go do all the fun things. So he’s like, man, you’re making really great kids. I’m having
Justin Deese (26:59)
coaching side. He really started to evaluate like he loves he loves it’s humorous how much he loves being a grandpa. We call him pops. my daughter eats an endless amount of Welch’s fruit snacks and watches all the shows that she could ever dream about watching and they go
do all these other things. So he’s like, man, you’re making really great kids.
I’m having a really fun time helping these contractors. How can I free up some more time to go do what I love doing best? So he started talking about transitioning out of service nation. I’m vocalizing all these frustrations about really wanting to get my hands on the operational side of my clients business, but really not having the ability to.
Mckena Harless (27:22)
really fun time helping these contractors, how can I free up some more time to go do what I love doing best?” So he started talking about transitioning out of Service Nation. I’m vocalizing all these frustrations about really wanting to get my hands in the operational side of my client’s business but really not having the ability to.
So that’s
Justin Deese (27:43)
So that’s where I’ll say TrueNorth 2.0 has now given birth is we’ve continued, we’re still specializing in the managed marketing services, but now we’re adding a layer. So when my potential clients come to me and they say, hey, I need marketing help.
Mckena Harless (27:43)
where I’ll say TrueNorth 2.0 has now given birth is we’ve continued, we’re still specializing in the managed marketing services, but now we’re adding a layer. So when my potential clients come to me and they say, hey, I need marketing help, what we do first and foremost is it’s almost like a ⁓ blood work exam.
Justin Deese (28:01)
What we do first and foremost is it’s almost like a ⁓ blood work exam.
So we’re gonna do a diagnosis. We’re gonna take all your blood. We’re gonna test it against what we know are like the six basic marketing pillars of best practices. So we’re looking at your digital, because that’s what everybody wants to look at first. Where’s your traditional marketing at? Your guerrilla.
Mckena Harless (28:06)
So we’re gonna do a diagnosis. We’re gonna take all your blood. We’re gonna test it against what we know are like the six basic marketing pillars of best practices. So we’re looking at your digital, because that’s what everybody wants to look at first. Where’s your traditional marketing at? Your guerrilla marketing,
your customer. When was the last time you spoke to your existing customers?
Justin Deese (28:27)
your customer, know, have you, when was the last time you spoke to your existing customers?
Mckena Harless (28:31)
What’s the client like with your team, the climate like with your team? Where’s your branding at? So we’re gonna run an analysis of all six of those assessments that we’ll send to our contractors.
Justin Deese (28:32)
What’s the client like with your team? The climate like with your team? Where’s your branding at? So we’re going to run an analysis of all six of those assessments that we’ll send to our contractor.
Mckena Harless (28:44)
And then we come to them with like a very comprehensive assessment that says, hey, here’s how you’re scoring on all six of these things. And it may not necessarily lead to…
Justin Deese (28:44)
And then we come to them with a very comprehensive assessment that says, hey, here’s how you’re scoring on all six of these things. And it may not necessarily lead to
they have a big marketing problem that they need to solve. There might be some things that we can help out with. Like I need to obviously get their digital vendor to hold them more accountable.
Mckena Harless (28:55)
They have a big marketing problem that they need to solve. There might be some things that we can help out with. Like I need to, you know, obviously get their digital vendor to hold them more accountable. They
don’t have any yard signs. They don’t have any systems and processes for how they’re going to get their technicians to hang door hangers. They don’t have a community involvement strategy. So I’ll work on, again, those marketing managed services, building a strong brand, managing their vendor partners, but also.
Justin Deese (29:06)
They don’t have any yard signs. They don’t have any systems and processes for how they’re getting their technicians to hang door hangers. They don’t have a community involvement strategy. So all work on, again, there’s marketing managed services, building a strong brand, managing their vendor partners.
Also,
Mckena Harless (29:24)
We’re going to ask questions like, how frequently are you meeting with your team throughout the week? What’s their average ticket? What’s your sales closing rate? And I mean, you could easily go on and on about the operational higher up pieces of marketing that we very frequently ignore because
Justin Deese (29:24)
we’re gonna ask questions like how frequently are you meeting with your team throughout the week? What’s their average ticket? What’s your sales closing rate? And I mean, you can easily go on and Yeah, yeah, yeah, for sure. The operational higher up pieces of marketing that we very frequently ignore.
because as a contractor, you’re just trying to take off the boxes and really
Mckena Harless (29:49)
as a contractor, you’re just trying to tick off the boxes and really.
Justin Deese (29:52)
the only like mental energy and focus that you can give it is at a very basic level. But to your point, if you hire a true North, we can take it up a couple of notches because you’re not hiring an in office person who has.
Mckena Harless (29:53)
the only like mental energy and focus that you can give it is at a very basic level. But to your point, if you hire True North, we can take it up a couple notches because you’re not hiring an in office person who has.
background
Justin Deese (30:10)
background in maybe marketing but it’s for like a boutique or it’s for a hotel and now you’re gonna have to spend I mean sometimes like a whole year just training them on the nuances of the home service industry so how to work your CRM what is a condenser what is the dispatcher doing when they’re booking calls and what does this mean this lead call volume goal that we’re
Mckena Harless (30:10)
in maybe marketing, but it’s for like a boutique or it’s for a hotel. And now you’re going to have to spend, I mean, sometimes like a whole year just training them on the nuances of the home service industry. So how to work your CRM. What is a condenser? What is the dispatcher doing when they’re booking calls? And what does this mean? This lead call volume goal that we’re trying to reach and
So instead you call me and within like a month I’m in your CRM at an admin level looking at all of your reporting.
Justin Deese (30:38)
So instead you call me and within like a month I’m in your CRM at an
Mckena Harless (30:49)
And you hire for me, my experience, I can do marketing, I can do public relations, we can do community involvement. You want a cultural like ambassador that’s going to help you build a whole company community involvement plan. So you hire all those people just on the managed marketing services side. And now you’re going to hire my dad who is my COO now. And he has all, you know, over 20 years of experience in
Justin Deese (30:49)
And you hire for me my experience. can do marketing. can do public relations. We can do community involvement. You want cultural like ambassador that’s going to help you build a whole company community involvement plan. So you hire all those people just on the managed marketing services side and now you’re going to hire my dad who is my COO now and he has all.
over 20 years of experience
in all the things. So do you want an operational coach, a sales coach, you want a service manager coach, you know, any coaching, you want just like a life coach, Tom will do it. And so just being able to say, hey, we want to take ownership of not just the to do list, but also the strategy and the operational, holistic side, and just get that frickin rock
Mckena Harless (31:19)
all the things. So do you want an operational coach? You want a sales coach? You want a service manager coach? You know, any coaching, you want just like a life coach? Tom will do it. And so just being able to say, hey, we want to take ownership of not just the to-do list, but also the strategy and the operational holistic side and just get that fricking rocking and
Justin Deese (31:46)
⁓
Mckena Harless (31:46)
rolling. ⁓
in all those basic marketing pillars. So that’s like the first time I’ve articulated this like on a podcast. Like I said, this is very new. I joke.
Justin Deese (31:52)
That is fantastic, that’s great Yeah, you guys have it well I guess at the time we air this it’ll be officially announced but you guys haven’t really Officially officially announced this yet. So well, this could be your official announcement ⁓
Mckena Harless (32:06)
Well, in very Tom, that’s true. Well, yeah, you let me know when this is gonna air and we can come up with a whole launch plan
around it. ⁓ Because I joke, because my dad and I really haven’t gotten to work together in probably in another, in four years. And so I forget that when he gets an idea.
Justin Deese (32:16)
because I joke because my dad and I really haven’t gotten to work together in probably another four years and so I forget that when you get some idea
Mckena Harless (32:29)
he’s ready to go. So, so we started talking about this at dinner one night. And then he’s like, okay, now we got to do this. Now I got to do this. And so I’ve said, I’m giving birth to a baby July 17th. But in the meantime, I’m giving birth to this next level of my business. So it’s been it’s been busy, but it’s also been super, super exciting, because as we’ve shared it with my clients and with other contractor friends,
Justin Deese (32:30)
He’s ready to go. Yeah. So we started talking about this at dinner one night and then he’s like, okay, now we got to do this. Now we got to do this. And so I’ve said, I’m giving birth to a baby July 17th, but in the meantime, I’m giving birth to this next level of my business. So it’s been, it’s been busy, but it’s also been super, super exciting because as we’ve shared it with my clients and with other contractor friends.
Mckena Harless (32:59)
You
can see how perfectly it’s filling this need that’s very much there that contractors haven’t been able to fill because to your point, they know they need to do marketing but to hire an in-office person really grows the overhead. And what ends up happening is the same thing that we did at Daffin. So you hire an in-office marketing person.
Justin Deese (32:59)
You can see how perfectly it’s filling this need that’s very much there that contractors haven’t been able to fill because to your point, they know they need to do marketing, but to hire an in-office person really grows the overhead. And what ends up happening is the same thing that we did at Daffin. So you hire an in-office marketing person,
but there’s not necessarily enough marketing to keep them busy for
Mckena Harless (33:22)
But there’s not necessarily enough marketing to keep them busy for 40
Justin Deese (33:26)
And quickly that falls to the ⁓ back. ⁓
Mckena Harless (33:26)
hours a week. And so then they end up being the office manager or they end up being ⁓ the CSR manager or they’re doing like the service type and technical stuff. so they’re trying to fill. Exactly. That’s, that’s exactly what happens. And that’s why they had to hire me at daffodil is because the office, the office managerial stuff ended up taking higher priority than the marketing.
Justin Deese (33:49)
ended up taking higher priority in the marketing
because you know it’s a lot different when you have a CSR coming to you crying because the girl sitting next to her or her feelings or a customer yelled at her or whatever versus the postcard that’s sitting in your inbox that you’re supposed to be approving at the time and so so yeah so it’s my job to come in and help help her because these other jobs are taking priority
Mckena Harless (33:51)
because it’s a lot different when you have a CSR coming to you crying because the girl sitting next to her heard her feelings or a customer yelled at her or whatever versus the postcard that’s sitting in your inbox that you’re supposed to be approving at the time. so, yeah, so was my job to come in and help her because these other jobs were taking priority
just out of a sense of urgency. So.
Justin Deese (34:15)
just out of a sense of urgency. Yeah, that’s
part of the challenge is being proactive, right? So as a small business owner, that is the challenge is we tend to live in this world of reactiveness versus proactive, and marketing is a… A lot of times it is a reactive… It’s the same as recruiting, right? It’s like this reactive thing that we do versus this proactive. So the postcard is not a fire they gotta put out now.
man, that’s gonna be three weeks till I see an ROI on that. So that can wait. And it’s like, well, every day you wait, that’s three more weeks versus being proactive about it and going, hey, this has got to get done and we got to get going. Well, in a contractor’s credit as a business owner, they have a set of skills. And again, like some of them are the more creative. So they have the ideas. They just need somebody to do that. But a lot of them are very technical. They’re very black.
Mckena Harless (34:53)
Yes. Well, and to contractors credit as a business owner, they have a set of skills. And again, like some of them are the more creative, so they have the ideas. They just need somebody to do them. But a lot of them are very technical. They’re very black and white.
⁓ I speak in disc, disc profile language. So like they’re high C’s, high D’s where they’re just very technically minded. And so
Justin Deese (35:13)
speak in this profile like they’re high Cs, Ds, where they’re just very technically minded and so they
Mckena Harless (35:22)
they can’t exercise those capabilities of being able to do more training with the technicians or being able to look at more of the numbers of the rep, you know, their PNL
Justin Deese (35:23)
can’t exercise those capabilities of being able to do more training with the technicians or being able to look at more of the numbers of the
PNL statements because they’re too busy managing either the people or the marketing. And so again, that’s where I say, hey, like, want you to have more bandwidth to be able to manage what you’re good at. Right. Versus having to
Mckena Harless (35:32)
statements because they’re too busy managing either the people or the marketing. And so again, that’s where I say, hey, like I want you to have more bandwidth to be able to manage what you’re good at versus having to.
do what you’re not good at and what you hate, which is usually why it also ends up getting pushed to the wayside, because they’re like, I really don’t want to have to
Justin Deese (35:48)
do what you’re not good at and what you hate, which is usually why it also ends up getting pushed to the wayside because they’re like, I really don’t want
Mckena Harless (35:55)
hop on a meeting with, or meet with the billboard salesman that wants to stop by the office. So I’ll just keep pushing that. But then they look up and they’re midway through the summer and they’re slow and they’re wondering why.
Justin Deese (35:55)
or meet with the billboard salesman that wants to stop by the office. So I’ll just keep pushing that. But then they look up and they’re midway through the summer and they’re slow and they’re wondering
why. how would somebody go about connecting with you if they want to find out more and hopefully work with you?
Mckena Harless (36:16)
I know,
I know, I want to help so many people. That’s it’s, I’ll say this too, because I was thinking about this this morning is the value of viewing your business as a ministry just really changes your whole perspective. ⁓ Even if you’re not a, even if you’re not a believer, right? For me, like this is what I feel like God has called me to is to use these skills he’s giving me to help contractors but
Justin Deese (36:19)
I’ll say this too because I was thinking about this this morning is the value of you and your business as a ministry just really changed your whole perspective. Even if you’re not a believer, right? me,
Yeah ⁓
Mckena Harless (36:38)
As a contractor, like your business or even a business owner, you don’t have to necessarily be in the home services. Like you are positioned to help other people and whether it’s reach a career goal that they never thought they could reach. Those are my favorite stories where that’s what when contractors shift their mindsets to this is just a place that I can facilitate.
dreams being achieved for these people that never thought possible before.
Justin Deese (37:02)
before, like when ⁓ their technician sets a goal that he’s going to sell certain amounts that he can buy his dream truck, or the CSR sets a goal that she’s gonna sell enough maintenance over ships over the phone to pay off her house payment. So she’s like, man, when you see that like this is the opportunity for you to help and love on people, you just happen to do it through in this case,
Mckena Harless (37:02)
Like when ⁓ their technician sets a goal that he’s going to sell a certain amount so that he can buy his dream truck ⁓ or the CSR sets a goal that she’s going to sell enough maintenance memberships over the phone to pay off her house payment. So it’s just like, man, when you see that like this is the opportunity for you to help and love on people, you just happen to do it through in this case.
like HVAC or plumbing, you know,
Justin Deese (37:29)
like HVAC or plumbing.
Mckena Harless (37:32)
for me it’s through marketing. So I really love getting to help my contractors. They’re all friends, which is super, super fun. So if I get the opportunity to make more friends, that’s really just what I’m looking for. So if somebody wants to get in touch, my website, PickTrueNorth.com has my contact information, but I’m also not shy. So if you want to email me, McKenna, M-C-K-E-N-A at PickTrueNorth.com.
Justin Deese (37:32)
through marketing. so I really love getting to help my contractors. They’re all friends, which is super super fun. if I get the opportunity to make more friends, that’s really just what I’m looking for. So, so somebody wants to get in touch. My website, pick true north dot com has my contact information, but I’m also not shy. So, if you want to email me, McKenna, MCK, ENA at picture north dot com.
Mckena Harless (37:58)
then I’ll be here ready to help however I can.
Justin Deese (37:59)
then I’ll be here ready to help out wherever I can. And
I will make sure to include all that stuff in the show notes. So anybody listening, ⁓ if you click on the, well, depending on if you’re on YouTube or on one of the podcast platforms, it will be in either the description of the YouTube or down in the show notes. So it will be very easy to get her information. McKenna, thank you so much for coming and hanging out. Thanks for having me.
Mckena Harless (38:22)
Thanks for having me. It’s, I need
Justin Deese (38:25)
I need to, again, men have posture syndrome. When I get asked to do podcasts, I’m like, me? So thank you for having me, thank you for asking. Absolutely,
Mckena Harless (38:25)
to, again, that imposter syndrome, when I get asked to do podcasts, I’m like, me? Little old me? So, thank you for having me. Thank you for asking.
Justin Deese (38:35)
thank you for being awesome and amazing and really helping contractors. It’s so great. But thank you so much and congrats on the baby. Thank you, thank you. I appreciate it.
Mckena Harless (38:45)
Thank you, thank you, I appreciate it.