Since 2016, Morgan Exteriors has exploded from less than $10 million in 2016 to a projected $27 million in 2018. Ask Kirk Morgan how he accomplished this rapid growth and he’ll have no hesitation answering.
“We’re really systems, systems, systems,” says Morgan, the company’s president. “Since we’ve learned that, we’ve grown by leaps and bounds.”
Systems allow Morgan to train his salespeople in a repeatable way that keeps everyone on the same page—and yielding the same success. “I’ve got 25-year-old kids making six-figure incomes,” Morgan says.
Another success is his MarketSharp predictive dialer, which Morgan calls the first of its kind. The new dialer allows Morgan Exteriors to respond to new leads within seconds rather than minutes. And it has already improved the close rate by 75%.
Systems also enable Morgan to track all aspects of business and ensure everything is running according to plan. For example, his product-ordering-system checklist has a built-in triple-check for every order. “It’s management by the numbers instead of management by Maalox,” he laughs.
How does he maintain and attract the talent those systems require in an increasingly tight labor market? Simply by taking care of them better than anyone else. That’s why he’s still has some of the same people he started with 23 years ago. “If you’ve got good people and you don’t take good care of them, someone else will,” he says.
And while Morgan is all about technology, his biggest lead generator is distinctly old fashioned: home shows. Some weekends he has four going at once.
“Face-to-face interaction with your clientele is important,” he says. “People get to know us there.”
