In this episode of Born For The Trades, host Mandeep sits down with Ashlynn Rainaldi, Director of Client Success at Grow Nearby, for a conversation that goes far beyond surface-level marketing tactics. With nearly five years of hands-on experience helping home service businesses scale, Ashlynn brings a rare perspective, one rooted in real client relationships, operational clarity, and what actually drives long-term growth in the trades.

Ashlynn shares how SEO has quietly but significantly evolved over the past couple of years, especially as AI reshapes how homeowners search for service providers. The discussion dives into the rise of Answer Engine Optimization (AEO), what it really means in practice, and why businesses that fail to adapt risk becoming invisible, even if they’re still “doing SEO.” As search behavior changes, Ashlynn explains how smart businesses are shifting their strategies to meet customers earlier, faster, and with more trust.

But one of the most eye-opening parts of the conversation centers on what happens after the lead comes in. Ashlynn breaks down a hard truth many owners overlook: marketing often isn’t the problem; systems are. From missed calls and poor follow-up to weak CRM usage, she explains how breakdowns behind the scenes can make great marketing efforts appear ineffective. The phone ringing is only the beginning, and without the right processes in place, growth stalls quickly

The episode also takes a deep look at Google Business Profiles and why they’re one of the most underestimated assets for local home service companies. Ashlynn explains how small inconsistencies, outdated information, or lack of activity can quietly erode trust and rankings, while companies that treat GBP as a living, breathing channel see outsized returns.

Communication is another major theme throughout the episode. Ashlynn shares what strong, productive communication between a home service business and its marketing agency actually looks like, and how that relationship evolves to drive better results. She also touches on branding, challenging the idea that it’s “just a logo,” and revealing how weak branding can drag down performance across websites, ads, and local search without owners realizing why.

Grounded, insightful, and refreshingly honest, this episode is a must-listen for home service owners who want to understand why growth feels harder than it should, and what really needs to change to unlock the next level.

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The world of home services is changing fast, and today on Born For The Trades, host Mandeep sits down with someone who’s been shaping that change for years. Brigham Dickinson, President of Power Selling Pros and founder of the Power Certification Program, returns to the show to dive deep into one of the hottest topics transforming every industry right now: artificial intelligence.

Since 2009, Brigham has helped contractors across the U.S., Canada, and Australia turn their call centers into customer-experience powerhouses with a bold guarantee that teams will book at least 85% of their calls. But what happens when AI enters the picture? Can technology truly deliver the same “Wow!” moment that Brigham has built his entire philosophy around?

In this episode, Brigham and Mandeep explore the crossroads of automation and authenticity. Brigham shares his candid take on AI chatbots and voice assistants, and whether they can ever match the warmth and empathy of a human voice. He believes technology should enhance human connection, not replace it, and he offers a powerful framework for how contractors can use AI to support their teams rather than distance themselves from their customers.

Listeners will get a behind-the-scenes look at the latest AI tools reshaping customer service, from smart call routing to emotion-recognition technology, and how these innovations can help home service businesses stay ahead of the curve. But Brigham doesn’t just focus on tools; he dives into mindset. He emphasizes accountability, excellence, and the idea that creating unforgettable experiences starts with genuine care for people.

For Brigham, the key to future success isn’t choosing between humans and machines; it’s understanding how both can work together to create something even better. As he puts it, “AI can make us faster, but only empathy makes us memorable.”

If you’re a contractor, business owner, or team leader wondering how to embrace AI without losing your human edge, this episode is a must-listen. You’ll walk away inspired to rethink your customer interactions, reimagine your call-handling process, and reignite that spark that keeps customers coming back again and again.

Tune in to Born For The Trades and hear from one of the industry’s most passionate voices about what it really takes to deliver excellence in the age of AI because the future of home services isn’t just smart… It’s human.

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In this episode of Born For The Trades, Mandeep sits down with one of the most disruptive voices in sales today: Sam Wakefield. An international best-selling author, coach, and host of the Close It Now Podcast, Sam’s mission is to help contractors break out of the price-cutting spiral and start selling with confidence, authority, and real results.

Right out of the gate, Sam tackles a hot take that turns heads: door-to-door sales aren’t dead, they’re evolving. In fact, they're making a bold comeback. He explains how too many contractors rely entirely on digital leads and miss out on the power of real-world connections. The truth? The trades are about trust, and nothing builds it faster than showing up at the door, being human, and being helpful.

But don’t expect scripts and sleazy tactics here. Sam dives deep into his core belief that identity beats scripts every time. He explains what a “sales identity” really is, and why knowing who you are, and how you show up, will always outperform the perfect pitch. If you’ve ever felt like you're "faking it" during a sale, this part is a game-changer.

One of the most practical segments? Sam’s take on the dreaded “three bids” objection. You’ll learn how to shift the narrative so you're not one of three; you’re the only choice that makes sense. Sam shares how contractors can move from competing on price to competing on value by reframing the way they educate and engage homeowners.

He also shares real-world guerrilla marketing wins, including one story where a low-cost, boots-on-the-ground campaign outperformed a digital ad budget 10x its size. His philosophy is clear: don’t wait for leads. Create your own momentum. And he shows you exactly how to do it.

For any contractor trapped in the "discount to win" mindset, Sam lays out a first step that’s simple, but not easy: stop chasing volume and start building authority. He shows how high-ticket sales aren’t about saying more; they’re about saying the right things, to the right people, with total clarity on value.

Whether you’re a business owner, sales lead, or a technician trying to step into selling, this episode offers a fresh, no-fluff roadmap for turning shaky conversations into confident closes.

This one’s for the contractors who are done racing to the bottom and ready to rise to the top.

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