10. Maximizing Profit: Tony and Jayne's Coaching Journey with Steve
Pete O'Keeffe
If you're a Construction Business Owner, I'll help you make even more??????, & have even more ??? off-site. I'm a passionate Kiwi ???????? who loves rugby.????
?
Unlocking the Secrets to Sustainable Success in Your Construction Business
You’ve built a successful construction business, and with that comes the thrill of pushing boundaries, testing your limits, and seeing just how far you can go. There’s immense satisfaction in what you’ve achieved so far—turning your vision into reality, watching your projects take shape, and creating something tangible from your hard work.
But now, as your business grows, so do the demands on your time. Days have become longer, and nights seem shorter. Your personal life and family time are slipping away, buried beneath the weight of daily operations, staffing issues, and constant demands. While revenue might be stable, profit margins are shrinking, and the overwhelming stress of keeping everything afloat is starting to take its toll.
The truth is, the strategies and tools that got you here may no longer be enough to take you where you want to go. The same approaches that fueled your initial success could be costing you more than you realize—in time, in stress, in chaos, and perhaps most importantly, in the strain they place on your relationships.
It’s time for a new approach. You need a system that allows you to grow your business without burning out—a method that ensures sustainable success, greater profitability, and gives you your life back.
That’s where my Leadership Newsletter comes in. Each week, I introduce simple yet powerful tools and strategies designed specifically to help you build your business systematically and profitably—without sacrificing your personal life in the process. You’ll learn how to streamline operations, get off-site more often, reclaim your time, and see more daylight than midnight hours.
Backed by solid research from fields like NLP, neuroscience, psychology, and physiology, my newsletter covers the three pillars of great leadership:
Each edition follows the journey of “Tony,” my fictional construction business owner who faces real-world challenges just like you. Through Tony’s story, I explore the pitfalls, setbacks, and victories that every business owner encounters. His challenges might mirror some of the obstacles you're dealing with right now—and his successes can be yours too.
Ready to transform the way you lead your business? Sign up today and discover the tools that will help you grow with less stress, more profit, and more time for what really matters.
======================
The room was quiet, save for the distant hum of machinery from the nearby construction site. Tony and Jayne sat at the table, focused and ready for their next coaching session. They’d come a long way since they first started working with Steve. As the door creaked open, Steve entered with a friendly grin, holding a packet of chocolate biscuits—as he always did.? A small gesture, but one that set a relaxed, yet purposeful tone for the day ahead.
"Morning," Steve said, placing the biscuits on the table. "I hope you're ready for some breakthroughs today."
Tony and Jayne nodded, eager for what was to come. Tony had been practicing his sales scripts religiously, and it was starting to show. His conversion rate had leaped to an impressive 61%, a significant jump from the 41% when he first started with Steve. Not long before that, he was struggling at a mere 33%. Thanks to Steve’s coaching, Tony’s business was now enjoying a ￡17,000 boost from the 10% Book-keepers challenge, and he was seeing tangible results.
“You’ve both done incredibly well,” Steve began, his voice full of pride. “Jayne, your support in managing the operations has been key, and Tony, your persistence is paying off. This upward trend is no coincidence—smart work and strategy always win.”
Tony couldn’t hide the glow of satisfaction that radiated from him. His business, which had once seemed stagnant, was now starting to thrive, and his confidence was growing by the day. But Steve was far from done.
He pulled out a sheet of paper and laid it on the table. “Tony, Jayne—here are 467 different ways to work the Profit Chain. We don’t need to tackle them all, though. ?We just focus on ?just one or two in each area.”
Tony and Jayne scanned the sheet. It was packed with practical strategies, each designed to improve their profit margins without overhauling their entire operation. Jayne, always the planner, was already making notes.
"This is really comprehensive, Steve," Jayne said. "But it seems simple to implement."
“That’s the beauty of it,” Steve replied, munching on a chocolate biscuit. “You don’t need to reinvent the wheel. We’ve already sorted your profit percentage and conversion rate—now we just need to work on two more key metrics: average spend and average number of purchases.”
Tony leaned forward, intrigued. “So, how do we do that? Where do we start?”
Steve’s eyes gleamed with the enthusiasm of a man who had seen these strategies work time and time again. “It’s all about having courageous conversations. You’re not pushing clients—just offering them opportunities. Think about it: when someone’s putting in a new kitchen, they may not know they can upgrade to a classier finish, or that they can have better-quality decking. You’re simply presenting them with options, allowing them to enhance their investment. And in doing so, you’re increasing your average spend per client.”
Jayne nodded in agreement, seeing the potential. “So, by cross-selling and up-selling, we can get them to make more purchases overall?”
“Exactly!” Steve exclaimed. “You’d be surprised how often clients say yes when given the chance to improve the quality of their project. It’s about offering value, not being pushy. And in the construction industry, where margins can be razor-thin, this approach can have a huge impact on your bottom line.”
“Wow,” Tony said, taking it all in. “It seems so simple, yet so effective.”
“That’s because it is,” Steve smiled, sipping his coffee. “I’m glad you see it that way.”
But Tony wasn’t done yet. There was something else bothering him—something that had been nagging at him for a while. “Steve, I’ve got an issue with people not paying on time. It’s a real problem in this industry. Can you help with that?”
Steve leaned back in his chair, thoughtful for a moment before replying. “Yes, I’ve got a process for that. It’s called the Debtors Process: be firm, fair, and friendly. You need to keep sending out invoices with seven-day terms, and follow up consistently. You’ll be surprised how quickly it can turn things around.”
领英推荐
Tony raised an eyebrow, sceptical. “Seven days? That sounds optimistic. The construction industry is notorious for late payments.”
“I know,” Steve admitted, “but it’s all about setting clear expectations from the start. And it’s a conversation we’ll have in detail after we’ve got your Profit Chain in order. For now, let’s focus on those two key areas: average spend and number of purchases. Once those are ticking along nicely, we’ll tackle the late payments.”
Tony sighed in relief, knowing that at least there was a plan in place. But he had one more question. “What about new leads? Should we keep trying to bring in more prospects?”
Steve shook his head. “Not right now. You don’t need more leads—you need to convert the ones you already have. It’s about working smarter, not harder. You’re already sitting on a goldmine of potential clients. Focus on maximizing what’s in front of you, and we’ll get to those critters who aren’t paying on time soon enough.”
Tony and Jayne exchanged a look. Steve was right. The path forward wasn’t about scrambling for more leads or trying to force clients to pay faster. It was about being strategic, following a process, and most importantly, offering value every step of the way.
With a newfound sense of purpose, Tony and Jayne smiled at Steve. They were ready for the next phase of their journey, confident that with Steve’s guidance, they were on track to transform their business from good to great.
New Homework, New Goals
This week Tony, work on your ‘average spend’ and your ‘upsell and cross-sell’ to prospective clients.?? With that Steve stood up and saw himself out the door.
?
========================
Success in the construction industry isn’t just about working harder; it’s about working smarter. The road ahead may be challenging, but with the right mindset, a creative approach, and a well-defined strategy, it’s a journey that leads to incredible rewards.
If you recognize yourself in Tony’s story and are ready to transform your business—whether it’s tightening operations, reducing costs, or optimizing project timelines—let’s talk. Book a call with me today, and let’s see how I can help you create a more efficient and profitable future for your construction business.
Contact me:
Together, we can identify your weak links and build a business that not only survives—but thrives for years to come.
==================
An action step you can take today
Work on your ‘average spend’ and your ‘upsell and cross-sell’ to prospective clients.
===================
I’m Pete O’Keeffe – The Peak Performance Business Coaching Specialist.
I’ve run my own businesses and along with my wife Janelle, we coach and mentor Construction Business owners in the UK, USA, and New Zealand.??
We Coach Across Continents.
We are currently driving home – Overland – to NZ.?? Our journey kicked off in April 2024 and we expect to be home possibly the end of 2025.? However, the allure of new places keeps us turning left or right, adding unexpected detours and extending our adventure.??? What makes this odyssey possible? We’ve structured our business in a way that allows us to Coach Across Continents. That’s right—we’re able to coach our clients from wherever we are, whether we’re overlooking mountain ranges, exploring hidden beaches, or navigating bustling city streets
If you’re ready to advance your business please watch this quick video (2:40) on how I can help you and your business….
I’m the creator of the “7 Step Business Growth Roadmap” my system to help you fast-track your business to make even more money, have more time freedom, and have a business that can effectively work without you.
Take my free test to see where your business rates…
I am the author of “Family Matters, So Does Business.? 5 Ways To Keep Your Family & Business Flying.” ? ?It was a #1 best seller on Amazon in March 2020.? Order your copy here.
?
P.S. If you have missed the previous 9 parts of Tony’s story then you can find them in the features section of my LinkedIn profile https://www.dhirubhai.net/feed/
Do subscribe and share!