Feb 28, 2020
I think you'll agree with me when I say, it's essential to have a large organization and a ton more employees to be one of the industries included in the Inc 500, or is it?
Well, it turns out that you don't really need to be that massive.
In this episode, learn how Matt Laird changed the entire scope of the oil industry with just a simple step and an overhead of less than 10 to hit the Inc 500.
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Automated Transcript Below:
Dean Soto 0:01
Hey, this is Dean Soto, founder of freedominfiveminutes.com and
prosulum.com, P-R-O-S-U-L-U-M.com and we're here again with another
freedom in five minutes podcast episode. Today's topic is this,
disrupting the oil industry with Matt Laird. That and more coming
up. Cool! So today I have a very, very, very, very special guest.
Someone who is near and dear to me and who is also completely
disrupting a, an industry that is, for lack of a better word,
extremely archaic, but still extremely profitable and brings in a
lot of revenue. I'm here with Matt Laird from Camrock Oil & Supply.
Matt, how are you doing my friend?
Matt Laird 1:02
Man, life is good Dean. Thanks for having me.
Dean Soto 1:04
Oh, no problem. It's, it's a long time coming I've, I've been
wanting to interview Matt for quite some time, but I wanted things
to be like perfect man. Always, I'm always like, okay, well I want
it, I want, I want a lot of people to hear him. I wanted a lot of
people to hear your story and, and what all the stuff that you've
been able to do. And because it really is truly amazing what you're
able to do right now. And but all that being said, how in the heck,
to first tell us a little bit about yourself and what industry
you're in and how did you end up being a part of the whole oil
industry in general?
Matt Laird 1:48
So, to start now with, with who I am. So, I'm a father of three
beautiful daughters, from ages 16 down to five.
Dean Soto 1:55
Nice.
Matt Laird 1:56
Have an amazing wife, who's, who's from this part of the world
which we'll get into why I'm here. But just to start out early so
soon as I graduated out of high school and started looking for, for
things to do, I found that I wasn't near as good at sports as I, as
I had once thought. So I found the next best thing, so I found a
drilling rig. So, basically, over the course of the next 20 years,
I worked my way up into the drilling ranks. So I started at the
bottom, rose about, worked my way all the way up to where I was a
drilling consultant. I actually own the company who had several
drilling consultants. So I was basically, my job was to manage the
people who ran the entire drilling operation well. Really good
money, really fun job. Basically, really hard job to raise a
family. So when you wake up and you realize it for, for 19 years
you've been away from home 300 days a year and nights.
Dean Soto 3:02
Holy moly.
Matt Laird 3:03
Basically, you have to find your way, right? So, about five years
ago, we, we made some, some partners, started a business using Dave
Ramsey's logic. We went to build the boat and get the boat close
enough to the shore to step off and not make a huge jump. So we, we
started a business in the lubrication and filtration business,
industry. So, servicing the oil for was our original goal. We were,
we're basically a full on, lubricant like motor oils and greases,
full line lubricants and then filtrations, just being like your air
filters and oil filters similar to what you would put on your car
but in a little bit bigger scope. So that brings us up. We've had
some really good successes over the last five years. Good enough
that I was able to actually sell my consulting company and come on
full time so that I'm home every night. If, if I'm not home at
night is because I'm on vacation. So, that's where I'm at today so
wherever you want to take it, it's yours.
Dean Soto 4:12
So, for a little bit of background for those listening, I, so I
always pride myself on making very fast decisions like five minutes
decisions and, and doing things that will allow me to have more
time or whatever, whatever it might be. Matt is on a whole another
level. So, that was, that was definitely a, an amazing background.
Now, one thing that people don't realize is that, that you, that
the consulting side of things, you were making a lot of money which
you said and you, like you said you were gone pretty much the
entire year away from your family but you very quickly, given the
data that you had and, and everything, you very quickly made that
decision to let go of that whole entire thing which was bringing in
a lot of revenue for you, you know?
Matt Laird 5:07
It was, yeah, it was. It was a lot of money to walk away from but
at some point, you had to realize what your family's worth. If I
didn't make a decision really quickly, I would have just had a lot
of money in a empty house.
Dean Soto 5:22
I love it. Like, see this is, this is, so from here on out now that
you're, you know, while you're listening to this, this, this is the
type of man that Matt is and so just keep that in mind as we move
forward through all of this. So, it's just absolutely amazing what
he, what he and that just quick decision, literally it was like an
overnight decision where he's like, I'm done. So it's, it's
absolutely just inspiring. So all that being said, give me kind of
the day to day with Camrock Oil & Supply and, and we'll talk about
how you've been actually disrupting the industry. Like when you
first built this business, like, like, what, what were some of
likes, kind, kind of what's you in a typical day? Like, what are
you servicing? What are you typically doing?
Matt Laird 6:12
So early on in this business, we were just primarily a filtration
company. So we just had a whole bunch of filters and a whole bunch
of people that needed filters. So we've got really big trucks and
we fill them up with filters. And we, we drove around and, and
realized pretty quickly that those filters are mostly air and there
wasn't enough margin, huge invoices but no margin. So we began to,
to seek out something that was more profitable, that is more needed
in the market that would fit really well with our filter company.
So as we added the bulk lubricants, we were able to definitely get
into a niche. So we're, we're one of our own, so there's not many
small independent lubrication filtration company. So there is some
small independent oil companies. And then there's some parts
houses, there's not really a, a merger between the two of
lubrication filtration. But once we've realized that these two
works so well together, we're able to infiltrate these markets that
the person who's selling just oil couldn't get into with a person
that's just selling filters or truck parts getting into. So
basically what we are is when we walk in the house, walk into a
shop. We've got a full line of outside sales people who do
excellent job at getting us into facilities. But when we walk in
the door, we can pride ourselves to say that we're going to get the
best service, you're going to get the best overall products because
we're able to, to cover needs and niches that no one else can do.
So, as far as Camrock as a business, we're a full outside sales.
Full delivery business that covers all lubrication filtration. But
as far as what I do every day, all I really do is just grow the
business. So I spend approximately two hours a day working in the
business, you know, about eight to ten hours working on the
business. So basically, I pulled myself out of operations so that I
can focus on going forward and moving the needle, disrupting the
industry not just selling more cardboard boxes, actually finding a
way to change the entire scope of the industry.
Dean Soto 8:37
That's it, that, that so, so in this industry, because I remember
you'd went to a conference not too long ago and you're like, holy
crap, like it's, yeah, people tend, in your industry tend to be
doing the exact same thing like what differentiates you from, say,
your closest competitor with, what is like the big key factor that,
that you're doing in this whole filtration and lubrication business
that people, if they were if you know if the old school oil type
were looking at you they'd be basically say, you know, that's
impossible?
Matt Laird 9:17
So basically, the way that this deal works is that I'm an old
industry. I'm in an industry where there's no influx of new people
because the cost and the, just the ability to get into this
industry is so expensive and so time consuming. There's not really
a big welcome party for new distributors in the market. So my
closest competitor in the lubrication side does over a billion a
year. So they're a huge, big company that's not nimble, that
doesn't care about their quality, doesn't care about their personal
services. They're more worried about how many gallons they can sell
all these big accounts so, so with this big company growing bigger,
and essentially just through acquisitions and mergers taking over
all of the small companies, it's just leaving a huge gap for me to
get in with a little better service. Maybe not even as well as good
a price but just a better service of better customer relationship
and a little more technology. Basically, at the point where I'm at
now, if I could do something, you know, maybe I don't put my guys
on a route, maybe me I go and get people their stuff when they need
it coz I'm not worried about every single penny. I could charge a
little more margin. And then on my filter side, in our truck parts
as well. We've figured out ways through the market that we can
offer a product at basically a more competitive price than, than
what your auto parts stores can do because of the sheer volume that
we do. So, in our market, we have two small auto parts stores, and
one decently sized truck parts store. So, I do more in filtration
sales per month than the three of those do combined. So, just in
the sheer volume that I move in my filtration I'm able to use my 10
or 12 x buying power to push down the, the cost of the point where
I'm competitive so that I can cover my entire market with
lubrication filtration. So, for what, I do a little better on my
lubrication side than what the competitor does as far as quality
goes, but my price is slightly higher, but my pricing on the other
filtration covers that gap. So it's basically, if you use me for,
for all of these product lines that I offer, my price is
competitive with what you're paying across the board, yet you're
getting a far superior service.
Dean Soto 12:05
Hmm, hmm. So that's, that's amazing. Because, because, essentially
it's the choice between do, do I go with this big huge company to
service all of the, the things that I need who doesn't care about
me because I, you know, I'm just one of maybe thousands or one of
maybe 10,000 accounts, and they just want to sell me stuff. And
that's about it and take it or leave it. Or, I can get the same or
better discount from you and know that I'm actually being taken
care of. Like that to me is like a huge, huge thing, which has
always been good for at least my business has been that ability to
scale personal attention and the fact that you can with what you're
doing compete with this billion dollar company who's your next
biggest competitor. There's very, you have no other competitors,
because the barriers to entry, and yet you're able to be small
enough to give that, that scale personal attention. That's, that's
huge. And do you see, like with your customers, you see a, do you
see in them, like a, like appreciation of that?
Matt Laird 13:30
So I mean, I would just assume that appreciation or voting is done
with your checkbook. So in the, in the five years we've been in
business, we've lost a few customers to mergers and acquisitions,
but as far as retaining a customer, there's only two customers in
the history of our entire company that have actually gone somewhere
else.
Dean Soto 13:52
Wow.
Matt Laird 13:53
Though, of every customer I've ever sold a product to, I've only
had two of the hundred or probably pretty high in the hundreds that
have ever actually quit working, quit using me and went somewhere
else. So I think that our, our culture and our customer focus in
our pricing structure and everything else is really, once someone
comes to us and learned the way we do things, and learns our
culture and realize that we do care is not just something we sell
from the street. They never leave. Not to this, up to this point,
it's been scalable, so it was scalable at one customer, scalable at
60, scalable at 200. And we just continue to just push that culture
into our salespeople. So everyone that touches my customer knows
the culture, knows that it's our determination that they do right.
And I also have several of my salespeople that, that will follow up
and actually we'll cross pollinate between customers just to make
sure that there's not any issue.
Dean Soto 15:06
Wow.
Dude, people would kill for that churn rate, man. The, I mean, most you know a lot of service businesses that you're looking at, 10 to 25%, you know, churn rate people leaving and, and for you to have you know below, below 2%? I mean, it depends on how many hundreds you have like that's a super low and super high, you know super high retention rate that, that a lot of companies would die for. Oh my gosh, that's, that's, that's absolutely amazing, dude. Like so, with like, without that being said this, so a lot of people would think, okay well yeah, well, it's because Matt is, you know, you know smaller company and, and yeah, you know smaller companies, you're able to have the the more personal attention and yada, yada and but, but one thing that people might not realize is that you actually recently hit the Inc 500, right?
Matt Laird 16:12
We did we, we hit Inc 500. Number three in the state of Oklahoma. I
believe it was 36 in the energy sector.
Dean Soto 16:20
Wow. See, look at that. So, how in the heck man, how do you? I
mean, I know because you, you follow, you know, books and thoughts
like Jason Freed's and David Hannah Meyer Hanson's rework and a
whole bunch of other really, really.
Matt Laird 16:39
That rework is sitting on my desk right now.
Dean Soto 16:40
Yeah, that's why I love you. So, like, you have to grow, right?
These days, you know, contrary to popular belief, you know, or you
know, I shouldn't say contrary to popular belief, but popular
belief is that you have to be this in order to hit the Inc 500 at
all, you have to be this huge organization with you know, hundreds
of employees, you know how many hundreds of employees you have,
man?
Matt Laird 17:06
I have about three.
Dean Soto 17:10
Not 300? Three employees, right?
Matt Laird 17:12
No, no, I have three employees and then I have four outside sales
that are, they're contracts that they have other, other lines that
they sell other than just mine so, and then my wife and I. So
there's essentially less than 10 people in the whole building and
then I'm running two, one part-time and one full-time VSA that do
all my background stuff, everything that nobody, nobody sees, I
have VSAs doing it.
Dean Soto 17:38
So cool, dude. Yeah, so then that's, that's, that's one of the
reasons why I was so excited to have you on is just how, how you
are able to do all of that with such a small amount of overhead
when it comes to at least payroll, you know. So what, so like, what
one, how, how did you go about structuring that to where you know
your next biggest competitor, I'm sure has way more employees than
you do because most Inc 500 companies do have a ton more employees
like, what, what was going through your mind? And how did you
actually make it a reality to have such a small organization
that's, that is able to deliver such value that you're able to hit
the Inc 500?
Matt Laird 18:28
Ok, so there's a lot of pivots along the way. But when we
originally started the company with myself and two other partners,
we started the company as an investment that we would oversee not
as a business we would run day to day. Basically everything was put
in place from day one that basically we started with The E-Myth
Revisited, right? So the first employee was day one and that
employee had to do this, this and this. And then as we grew, we're
going to add another, we're gonna add another, we're gonna add
another, that didn't work. So it didn't work at all. Basically,
this was about three and a half to four years of me working my
other job, and then putting in 40 to 50 hours a week on this job
plus my business partners as well. I had three different times. I
hired someone who was Six Sigma, or what's this? Had all the
abbreviations in front of their name and basically, I hired three
different people at three different times to try to grow the
company. And I had zero success with any of them. So, every single
time I would grow up to 8,10, 12 people, then I would go back and
realize that this isn't working, that we're, we're losing money,
that we're failing that, you know that this is not the path we need
to be on. So there was three times In the growth of the five years
that we actually ended up back with one employee.
Dean Soto 20:04
Wow, wow.
Matt Laird 20:06
And one sales person, other than myself.
Dean Soto 20:09
Yeah.
Matt Laird 20:11
But over the course, so what I finally realized was that, it's not
the people, right? So the people that I hire aren't bad people.
What I realized was that there's no way I can increase the,
increase the ability of my company if I cannot get beyond two to
three people, and my culture shift. So basically, that's where I
realized that everything had to be documented. Everything has to be
written down, checklist. Everything has to be repeated. So how do
we, how do we go to a customer today? And we drop off their
products and we throw them in the middle of the floor, and they're
super upset and then the next day we go back and we put them all on
the shelf. Well, that was happening at some point, right? So, maybe
not that dramatic but there was, at one point there was no system.
There was no follow up, there was no, there was no way that anybody
other than my one delivery guy that's always been with me.
Dean Soto 21:15
Yeah.
Matt Laird 21:16
And my one employee that's always been with me in the office. So if
those two people weren't doing it. If anybody else was doing it,
they would get sloppy?
Dean Soto 21:24
Yeah.
Matt Laird 21:24
Well, I just realized that those people aren't training because
they don't have any guidelines to train off of.
Dean Soto 21:30
Yeah.
Matt Laird 21:30
So I've trained them so they know. But it's just the carbon copy
effect. And every time I get to the next person, it's lesser of a
solid line.
Dean Soto 21:39
Yeah.
Matt Laird 21:39
And then I get to the next person, then it's a dotted line, and
then I get to the next person, and the next person is costing me
more money than they're making. So it's, it's basically, I went
through this transition three different times and realize that in
each of those times, I could have been well-rounded. I think the
people would have probably done, done an excellent job, had my
training been better. So basically, I was able to come in at that
point using first I tried to do it myself, PowerPoint. Tried to
build these processes. I spent hundred hours and got three
processes documented maybe. It was a, it was definitely a terrible,
terrible thing, but.
Dean Soto 22:23
I know the feeling, dude.
Matt Laird 22:25
Yeah, so then. So then after, Dean and I were talking and he was
able to bring his guys in. Basically, it was pay-per-click on these
processes and I would spend my day from 4pm until 5pm every day
working on the one thing that I never wanted to do again. So
whatever I did today between 4pm and 5pm, I didn't ever want to
have to do it again and I wanted it to be done correct. So all I
would do is, is follow Dean's programs. So basically jumped in,
jump on Loom, record that process exactly like you would want it
done. Because you, you have a system, your system may suck, but you
have a system. So record your system exactly like it is on Loom
every day, whatever that process is and I would email it to, to
Dean and Dean finally got tired of me emailing him and then he gave
me somebody else's email.
But I, every day at the end of the day, between four and five, I would email my whatever that process was over to Dean and he would send to his guys. The next morning when I got back to the office. The next morning sometime, I would have a full process document that was just prim and proper. I would look through it very few times that I even have to correct anything on there which is perfect. And then I was able to use that as training. So I would basically start training my staff as I was growing. And then I lost the girl that was working for me, that was my bookkeeper/ receptionist. When I lost her, I decided to give the VSAs a try. And I was able to not only would have the VSAs do what I had primarily been doing, but also what she was doing. And then a few weeks later I lost another employee. And then, so now I have one and, essentially a full-time and a part-time VSA that do the work of the three people that I lost, including myself, which pulled me completely out of the business.
Dean Soto 24:39
So cool.
Matt Laird 24:40
So that I can just spend a couple hours in the morning checking on
things and then off to disrupt the industry.
Dean Soto 24:49
That's awesome, dude. I love it. I love it. So like what, like what
that's so cool that you won, that you felt the pain of documenting
a processes is that like is the worst, man. I mean, because, but
it's what was necessary, obviously, you know, any, any real
business has to have those documented processes. Like, with, like
with, with all of those the, the one of the things that you just
what you, you said that we had talked about in private before is
that you said that you had systems. Like the systems could have
sucked, but you had systems and you document it in any way. Like,
that seemed like it was a pretty big game changer, right? Like
rather than trying to create a new system that you don't know is
proven.
Matt Laird 25:34
Yes. So I mean, just one system I use, right? So instead of having
some fancy software for my inventory, I use QuickBooks, alright?
And I mean, I could use something else and I may at some point use
something else but right now I just use QuickBooks. QuickBooks
Platinum has an inventory feature. And I have Bernadette, who's my
full time VSA. She creates an Excel spreadsheet that I basically I
recorded one afternoon when I never wanted to do it again. She
jumps onto my QuickBooks. She has full access to my inventory on my
QuickBooks. She builds this spreadsheet. She runs through the
spreadsheet and, and knows exactly when how long it takes to order
something. She knows how long it takes to come in, and then minimum
order amounts. And then she will actually take that spreadsheet
that I generated, that I taught her how to do on a Loom video. She
actually takes that, creates purchase orders in my QuickBooks then
puts the, a suffix on the end that, that has the purchase order
number with the "-INC". So when I get to the office in the
mornings, it's already ready. I open up my open purchase orders
folder on QuickBooks. Anything that says "INC" suffix after that,
that part. It means that, that has not been ordered. So all I have
to do instead of the 45 minutes to an hour it takes me to run
through that spreadsheet every Monday, Wednesday and Friday. Now I
get to the office, open up my QuickBooks, and I can look and see
that oh, this particular vendor, I know I need to get to 1500
dollars to get free freight. It's at 1411, I can either throw on
one or two, one or two items or I can just wait and then the
following when Tuesday or Monday, Wednesday or Friday, I know it'll
get over 1500 bucks. So, and then, so I never had this system
before. This is something new that just happened to come up.
Whenever I was making the videos, once I started making a video, I
felt more comfortable and then I was able to, to be more creative
as I was doing it. And, and one real big thing that just the
straight game changer was that I know that I'm not gonna have to do
this process. I may add steps that make it easier for me to go back
later. Because I know I'm not the one doing it every day. So
there's been several times where I'm, I'm just generating a new
process or a process that I'm already doing. And there's stuff that
I've always known that I needed to be doing, but I've just been
kind of skipping.
Dean Soto 25:36
Yeah.
Matt Laird 26:21
When you make that process document, you add all that stuff in.
Dean Soto 28:33
Yeah.
Matt Laird 28:33
And now that stuff that you always wish you would have done is now
being done.
Dean Soto 28:37
That is so cool. Yeah, I love it. I love it. So I want to ask the,
the big question, which is the question I asked everyone during
this. So if you had five minutes and it was like a life or death
situation so to speak, what's what's this, what is something,
strategically if somebody were to implement whatever it might be?
What would be something that, that you could strategically give
someone or that would absolutely change their life in five minutes
if they made the decision to actually do it?
Matt Laird 29:25
So if, if I had five minutes to explain it or if they had five
minutes to do it?
Dean Soto 29:28
That's it, both, five minutes to explain it, five minutes to
explain it.
Matt Laird 29:32
Oh man, Russell Brunson gave people 30 days for his, at five
minutes?
Dean Soto 29:38
That's how we roll here man, we're lazy. We need to do something
fast.
Matt Laird 29:41
Yeah, I really think in, obviously, I'm, I'm kind of biased right
now because I've been going through so much of this, this new
training to get to mass market. But today I would say if you want
to do something to get your life in order or, or would it, would
you want it to be life or is it just something that someone could
do that?
Dean Soto 30:07
Maybe any, it could be, it could be business, it could be life, it
could be absolutely anything. Something that's just like that, that
is super impactful. It's not like, it's something that, that that
you know, you know, would or has made a big difference in your
life.
Matt Laird 30:24
So, I'm gonna have to go with, with more than one thing. So the
most impactful thing that I've ever had in my life is getting my
morning routine dialed in. So without my morning routine my days
are, are essentially garbage, right? So I'm just chasing that
sanity that I would have had with, with my morning routine. So I
spend an extra hour a day getting ready to play, you know, getting
ready to to win.
Dean Soto 30:53
Yeah.
Matt Laird 30:53
If, if I don't spend that hour, hour and how long it takes getting
ready in the morning , I might as well just stay in bed. That's my
number one life hack of today.
Dean Soto 31:09
I love that, like go, so and then you can tell me the, the number
two after this but so what is your morning, normal morning routine
like, like what do you do personally?
Matt Laird 31:19
So, so I think you know it personally but, but I'll go through it.
So the first thing I do is I get up. Use the bathroom, wet myself,
brush my teeth, make a coffee with one teaspoon of either grass-fed
Kerrygold butter, unsalted or ghee, whichever I have there. One
tablespoon of MCT oil. I use the Brain Octane which is, I've been
using it for years, I love it. And while that's brew and I take a
scoop of the either Organifi or green smoothie. I use the, I've
been using the Oreo brand lately just because it, it tastes so much
better. Crush the green smoothie that's still in my, you know, I'm
still in my pantry, pop a couple of Nootropics, Alpha Brain or, or
whatever I'm on that. I cycle through them a lot. So whichever
Nootropics I'm gonna popped that.
Dean Soto 32:25
Dude, yeah, you, you got me back on to that, by the way, and it's
made a huge difference.
Matt Laird 32:30
I mean, I'm 100% it gets the brain impulse.
Dean Soto 32:34
Oh my gosh, it's, it's the way I like, so I mean, I was doing the
Qualia for a while and that, that would just make me really anxious
for whatever reason, but I've been using, I know you've used the,
the Thrivous, whole stack that they have. That's what I've been
using too and oh my gosh, they had the difference, man.
Matt Laird 32:51
It's good thing. Then I, and I come into my office. So in my
office, I have four by six index cards, random assortment of
colors. So I have my three daughters and one wife. So I'll write
them a note to each of them every day. On my note, I'll say
something like, had a great time at the movies, can't wait to go,
we're going to go to the movies this week, wherever my daddy
daughter date or my wife and I date is for the week. Sometimes I'll
bring up a unique memory that we share together. You know, I put
something on a card, not a whole bunch coz I write with a permanent
marker. So it's big, takes up the whole card, boom, kinda in your
face. And then I take those into, my oldest daughter charges her
phone in the living room, so I will have it in that room. I put her
card under there. My two youngest kids, I put them where they eat
their breakfast and then my wife I put about the coffee pot. So
that's done. Got all my family stuff out of the way just so that
when they wake up they know even though I'm not here, I do love
them. And then I have, come back into my office, I'll throw on, hit
record, I am blogging a book. So I'll do five, seven minutes, 5 AM
on my book then I'm dressing out the door, jump in my truck, turn
on the Through The Word App, TTW. Right now, coz actually tomorrow
I'm finishing up the In Times, which was 70, 70 days worth or
something.
Dean Soto 34:29
Wow.
Matt Laird 34:30
Soon as I pull up at the office. My office isn't very far. So
usually I can go through that five to six minutes on the way to the
office, go to the office, all ready to kick all the heaters on in
the office coz it's cheap. So I turn all the heaters off at night.
My staff is in, in the Philippines anyway, so they don't need it at
night. So and then I'll jump back in my truck. And so as soon as I
get back in my truck, I'll, I'll go through what's called the
Stack, which is an app put down by the Warrior, which is Garrett J.
White.
Dean Soto 35:04
Yep.
Matt Laird 35:05
Basically it, it ask yourself a lot of open-ended questions.
Dean Soto 35:08
Yep.
Matt Laird 35:10
Steady, so there's like 15 different questions it asks you and then
it asks you the question, how you feel about what you just said and
it was really good app, Warrior brotherhood, Garrett J. White.
Dean Soto 35:20
Yeah.
Matt Laird 35:21
And then, kick on Headspace. So right there in my truck in the
parking lot at work, 10 minutes today, I actually stepped it up to
20 minutes of Headspace.
Dean Soto 35:31
Wow.
Matt Laird 35:34
Basically do a bunch of, right now I'm doing one of their programs
that go through right, so it's like a 10 day challenges or
something. And then I'm good enough. It's about 6:10, office is
already warmed up. I'm already at the office. I've already had my
first coffee and then I'm ready to go. So I skip, I don't do any
fitness in the morning. Which to someone who doesn't work out a
lot, I would recommend fitness in the morning but for me it just
doesn't work with my schedule because I have a hundred plus minute
workout regimen that I have to do all together. I would have to get
up at three o'clock in the morning so we don't do that so but
that's it. I mean, I'm in the office and I'm usually sitting at my
desk at 6:15, levelled, centered, I've already pre planned my
entire week on Sunday. So I have my schedule lined out in 30 to 45
minute increments and I'm ready to go.
Dean Soto 36:37
I love that. Oh man, the and that, that that is why, that is
definitely why it's super important as far as the the five minute
strategic thing that is, that is awesome. All the stuff that you're
able to pack in to an hour and a half. You know obviously a lot of
that comes from the, the Warrior stuff that's, that's actually how
Matt and I had, had met. We actually did warrior week with, through
Garrett J. White's program.
Matt Laird 37:07
We're Week 57 man.
Dean Soto 37:08
57.
Matt Laird 37:09
Most uncomfortable the human body could do without dying.
Dean Soto 37:12
I know it was crazy, man. And it wasn't just the physical as all
the, all the emotional stuff too man, like it's crazy. The, so
yeah, dude. So that, that, that was one you were, you said that
you, there was two things. So there's one was the getting your
morning routine down, which you out of everybody, you definitely
are so structured with that, with that morning routine and actually
doing it on a regular basis. I have a morning routine that, that
relatively mimics what you're doing. But sometimes it's at six,
sometimes it's at eight. Sometimes it's at seven, sometimes it's at
nine. My dream is to, to just make it six o'clock from here on out,
but we'll see if we can make that happen so.
Matt Laird 37:57
Oh, you know, I've been chasing a morning routine for years.
Dean Soto 38:00
Really.
Matt Laird 38:01
Funny enough, it doesn't, that you wouldn't think that you would.
But so like I've heard people talk about their meditation practices
and their morning routines. I read Elrod, Miracle Morning, like
three or four years ago. And I've always been trying to get it
primed and get it right. I just didn't have all the pieces of the
puzzle. But it is super important at this point to have all of that
correct.
Dean Soto 38:26
You know, you know, I love it, man. I love it. It definitely makes
a huge difference. Like I got every Monday we have our little, our
group that we, that we talked about, that we meet that you're a
part of and every time because I have to be on at around, wake up
at 4:45 and be on at five. Like, I've gotten so much done today.
Like way more than I normally do during the week and I'm like, oh I
gotta do this everyday but then Tuesday comes around, and it's kind
of harder, harder to wake up. But yeah, so what's this? What's the
second thing, man? You mentioned two, you got me all.
Matt Laird 39:01
Yes, so, so the second, second thing is where I'm going right now,
man. It is, it's the niches. I mean, it's not mass market. I mean,
it's obviously mass market. You don't want to be in a, you know the
small area. But it's just to get into that niche, right? So you
want to find your customer in the niche, in the niche, in the
niche. So you want to know, basically, your customer, you want to
be able to draw that avatar on a piece of paper. You want to know
how many kids they have, you want to know how many trucks they
have, or you want to know how many rakes they have or whatever it
is that you do, you need to find out what your current customer is.
And I have done some soul searching lately and I realized that a
majority of the customers that I work with now don't fit into my
perfect customer bubble. Not to say that it doesn't work but I do
know that the ones that do fit into my customer bubble feel better
with my service. They feel better with me as a person, and I like
being around them. So you can't force yourself to go to work when
you're actually going and it's people you like to be around, it's
people you like to serve. But I really think that finding that
niche the people you want to work with and finding where they're at
inside of their niche is super important.
Dean Soto 40:28
That's awesome man. And I, when, so you recently put out a, a
funnel and, and a video and when I, even when I heard the video
that you did, it was so specific to problems that you face that,
that you, that you know, others face those exact same problems that
it got me interested and hooked like right away. And, I definitely
don't have those problems, but it was, it was as if I was in the
room and you were speaking to a friend of mine that was in the oil
or, or had a, you know, fleet of trucks, but wasn't big enough to,
to be you know, to get the discounts that a lot of these big
distributors and so on are able to get. And you, the way that you
talked on this video, it was so narrow and specific in the pain
that the person's feeling that it, that it was contagious. And I
just thought that, like I, I've, the, the fact that you're able to
go that deep definitely tells, tells the person listening that you
know. You know if they are going to, you know if they are actually
going to be a customer, you know, the pain that they're going
through and then you have the path and the, the possibility of
helping them to get past that pain that they're currently in right
now. It's, it was pretty amazing.
Matt Laird 42:02
Well, we're hoping to actually launch today, funnel launches today,
I'm just finishing up but this would be my first, funny enough, Inc
500 going on probably two years in a row, and I've only spent $250
my entire career in advertising. So, my first funnel launches today
and sad to say that as soon as I hit click, it's gonna double my ad
spend for my life.
Dean Soto 42:31
Oh poor guy, poor guy, dang, dude, so, so all that being said,
like, how, how can people reach you? How can people connect with
you, whether they're customers or strategic partners? Any? How can,
how can people work with you?
Matt Laird 42:48
Yeah, so basically, I'm available email or LinkedIn. I see only two
platforms that I use. I, I don't do social media. I don't have any
of the Instagram, Tick Tock, whatever the newest thing is. LinkedIn
or email. So my email is matt.laird@camrocksupply.com and my, my
name is Matt Laird on, in LinkedIn.
Dean Soto 43:15
Oh, I love it. Let me, I'm going to grab your LinkedIn profile link
real quick, hold on one second so, so when my guys are doing the,
the blog post for this, they can link to you. You heard that guys,
thank you so much for doing my blog posts for me by the way as
you're hearing this. So linkedin.com/in/matt-laird-77540b59, okay?
Cool, so you can go there and then you can actually go to, what was
your website, it was Camrock?
Matt Laird 43:54
Camrock Supply.com
Dean Soto 43:57
Camrocksupply.com as well. So go check that, C A M R O C K
supply.com. Dude, you're amazing. And I would love to have you on
again and talk specific things, operations wise and things like
that later, but I really wanted to get, get you on just to
introduce you and show people that you're able. You're, I mean if
you're able to hit Inc 500 with the overhead that you have, and
with the flexibility that you have in an industry that is
absolutely archaic and old. It, it shows what you're able to do,
that you, that you don't have to go with the flow and stuff like
that. So it's just amazing to have you on man and see all the
things that you're doing.
Matt Laird 44:43
Oh man, I appreciate it. Yep, let me know whenever you're ready. I
do know that. After the 21st, when I go live with my new project, I
would definitely like to talk on how that things go and we're going
to disrupt the industry.
Dean Soto 44:59
I love it man.
Matt Laird 45:00
Wanna keep up with 2020.
Dean Soto 45:02
I love it. Well how, how can people get to your, to your
funnel?
Matt Laird 45:07
It's not launched at the time but the regular email address for
that will be fleet, F L E E T E X.net.
Dean Soto 45:20
Cool, perfect, fleetex.net, cool. So by that, yeah, by the time
this is on, it should be up and running man. That's great. Cool.
Well, it's great having you on brother. I appreciate it. And guys,
go check out Matt Laird. If, if, and he is just an absolutely
amazing, amazing person and then go check out camrocksupply.com and
also fleetex.net. Until then, guys, this has been the freedom in
five minutes podcast and we will check you out in the next freedom
in five minutes podcast episode.