26 years in sales, from the frontline to running a $1.6 billion sales organization.
I'm Dustin Rhoades. I came up selling in home improvement and took one company from $13 million to $37 million in a single year. Now I work with the reps doing the selling, the leaders running them, and the owners signing the checks.
See how to work with me →
Most reps lose the deal in the first 15 minutes, long before the price ever comes up.
If you run in-home sales, windows, bath, siding, or roofs, you already know the feeling of running back-to-back appointments and closing maybe one in three. The buyers who told you they wanted to think about it didn't walk on your number. They walked on something you said, or didn't say, in the first part of the conversation, and the deal was gone before you ever got to price.
The training most reps get misses the moment that actually matters. The old-school playbook still teaches warm-up like it's 1998, the clip-famous guys sell phone tactics that fall apart in a real sales conversation, and generic advice has never closed a deal in its life.
What's really happening in the conversation
Every homeowner runs a short checklist in their head before they decide to buy, and they don't all buy for the same reason. There are four types, and pitching all four the same way, as if every customer is a nail and you have one hammer, is the single biggest reason a close rate stays stuck.
Your top closer can't explain why they win. They're hitting the buyer's brain in the right order without knowing it.
You don't need to know the neuroscience. The brain stuff is the engine, and you just drive. The job is to read which type you're selling to, then run the steps in the order that lands instead of the order that torches the deal.
What I actually do
I help in-home sales teams install that order, the same one I used to run a $1.6 billion sales floor and take a company from $13 million to $37 million in a year. A rep can start with a $17 AI version of my playbook that preps the next appointment. A leader or owner can bring me in to run it across the whole floor. Either way the job doesn't change. You read the homeowner in front of you, you run the steps in the order their brain needs, and you quit driving home without the commission you should have closed.
— Dustin RhoadesWhy operators listen to me.
Most sales trainers stopped selling a decade ago. I'm still carrying a number and in the P&L every week, doing the thing I teach.
What I run and have shipped
Author of Dumb Tax · Atlas Financial, four lending verticals · Top 500 stage with Jocko · 600+ published sales and leadership tips
Whether you sell, lead, or own.
A $17 tool for the individual rep, and direct engagements for the sales leaders and owners thinking about bringing me in.
Close more deals
Start with an AI trained on my playbook that preps your next appointment in 60 seconds. The fastest way to feel the difference for yourself.
See how it works →Bring me in for your team
For the sales leader weighing whether to hire me. I install my system on your floor, write your Monday meeting plan, and coach your managers for 90 days.
See how we'd work together →Work with me directly
For the owner considering bringing me in to fix the whole sales operation. The full system across your shop, plus me personally in the room.
See how we'd work together →Questions, answered.
Who do you actually work with?
Three groups. Individual sales reps who want to close more deals, sales leaders considering bringing me in to level up their team, and business owners thinking about working with me directly to grow the whole operation. All in home improvement, across windows, bath, siding, and roofs.
Are you a coach, or do you still sell?
Both, and that order matters. I'm not a coach who left the floor in 2010. I'm in the P&L every week, which is why what I teach still works on a live sales call today.
I close on instinct. Why would I need any of this?
Your instinct is exactly the thing worth reading. Your best closer can't explain why they win either, because they're hitting the buyer's brain in the right order without knowing it. I help you run that order on purpose instead of by accident.
I run windows. Does this work for bath, siding, or roofs?
The mechanism is the buyer's brain, not the product you're selling. The read works the same across every vertical. The product changes, the brain doesn't.
What's the AI, and is the whole thing just software?
The AI is one way to get my playbook into a rep's pocket before an appointment. It's the bottom rung. Managers and owners work with me and my team directly, with the AI as part of a larger system.
Who is Dustin Rhoades?
26 years in home improvement, SVP of sales at a $1.6 billion enterprise, and the operator who took one company from $13 million to $37 million in a single year. I wrote the book Dumb Tax, run Atlas Financial across four lending verticals, and have published 600+ sales and leadership tips.
You've got an appointment on the calendar tomorrow. Walk in with a plan for it.
Pick the option that fits where you are, whether that's a $17 tool in your pocket or me working alongside your team.
See the ways to work with me →