Running a stone shop is HARD. I make it easier. I give resources to help you reduce frustration and increase profits in your stone shop. Visit www.AaronCrowley.com and get the first 3 chapters of my book ”Less Chaos More Cash” for free!
Episodes
4 days ago
4 days ago
16 min
Most countertop companies think the sales presentation is about discussing colors, measurements, and price. It's not. A great presentation is about giving customers confidence that they're making the right decision.
In this episode, we cover three essentials of every successful sales presentation:
- Build Trust – Create genuine connection and help customers feel understood.
- Differentiate Yourself – Show why your company is different from every other quote they're collecting.
- Demonstrate Competency – Give customers confidence that your team has the experience and systems to deliver exactly what you promise.
Master these three elements, and you'll close more sales without relying on high-pressure tactics.
Keep grinding!
Aaron
Jul 29, 2026
Jul 29, 2026
7 min
Jul 15, 2026
Jul 15, 2026
21 min
Most fabricators think every lead deserves a quote. I don't.
In this episode, I share why learning to say "no" to the wrong jobs can reduce stress, improve close rates, and create a healthier business.
In this episode:
- The story from a Cosentino event in San Francisco that changed the way I think about qualifying customers.
- Why it's okay to walk away from prospects who aren't a good fit.
- The importance of requiring an in-home or showroom presentation.
- How to identify customers who are fixated on price or square-foot pricing.
- A respectful way to refer those jobs to another fabricator.
- The one exception: when slower seasons justify a different approach.
Next Episode:
We'll walk through the sales presentation itself—how to educate customers, communicate your process, explain why you charge more, and demonstrate the value that separates you from the competition.
Questions or comments? Email me at aaron@aaroncrowley.com
Make sure to support the sponsor of this episode: Noliftsystem.com
Keep Grinding!
Aaron Crowley
Jul 8, 2026
Jul 8, 2026
26 min
How much time is your team spending quoting jobs that were never yours to win?
In this episode, I share a story from 2011 that changed the way we approached retail sales and led to the development of a simple qualifying process that saves time, improves close rates, and helps your team focus on the right customers.
In this episode:
- Why qualifying is about finding highly aligned customers—not turning people away.
- The difference between transactional and relational buyers.
- The two purposes of a qualifying script:
- Identify customers who fit your value proposition.
- Schedule a presentation, not sell over the phone.
- Three of the twelve qualifying questions every countertop shop should ask.
- Why role-playing your script enables anyone on your team to confidently schedule appointments.
Free Resource: Download the complete 12-question qualifying script discussed in this episode.
Make sure to support the sponsors who make the Fab Lab possible:
Keep Grinding!
Aaron Crowley
Jul 2, 2026
Jul 2, 2026
8 min
Friends, enjoy this coming weekend and the 4th of July! We will begin a new series on retail sales next week, and the topic of qualifying customers…
Until then…keep grinding!
Make sure to support the sponsors who make the Fab Lab possible:
Keep Grinding!
Aaron Crowley
Jun 24, 2026
Jun 24, 2026
30 min
Most shops assume the path to more profit is more jobs.
But what if the easier path is increasing the value of the jobs already on your schedule?
In this week's episode of The Fab Lab Podcast, I discuss:
- Why adding capacity is often a major leap
- The difference between growth and profit
- A simple system for introducing upsells
- Five practical ways to increase revenue on existing jobs
If your schedule is already full, this episode may help you grow profit without growing complexity.
Sponsor: No Lift Install System - https://www.noliftsystem.com
Keep Grinding!
Aaron Crowley
Jun 17, 2026
Jun 17, 2026
33 min
In this final episode of the Daily Dollar Demand series, Aaron shares how to move from understanding the concept to actually implementing it in your business.
In This Episode:
- Start with one job — Apply Daily Dollar Demand from quote to schedule and build momentum through small wins.
- Make the number visible — Create a scoreboard by putting Daily Dollar Demand on job files, work orders, and schedules.
- Integrate it into the business — Use Daily Dollar Demand throughout estimating, sales, scheduling, production, and installation.
You'll also hear lessons from Jack Stack's The Great Game of Business and why visible numbers help teams stay focused and engaged.
Coming Next
How to increase throughput and profit without increasing the number of jobs or square feet.
Questions or feedback?
No Lift Install System - https://www.noliftsystem.com
ActionFlow - https://www.actionflowspring.com
Keep Grinding!
Aaron Crowley
Jun 10, 2026
Jun 10, 2026
6 min
Hey friends and fellow fabricators, short episode this week, but important, enjoy and keep grinding!
Sponsors:
- Action Flow Spring CRM - Free 14-day trial available
- Fabricators Friend - Dry = Warm = Productive
Keep Grinding,
Aaron Crowley
Jun 3, 2026
Jun 3, 2026
14 min
Hey there friend… worn out and beat down with too many things to do already?
Well, no worries, just relax and listen to a story of a broken bar top that nearly sent me over the edge…but ended better than I could have expected!
Take a minute or two and breathe, fellow fabricator…you deserve it!
Then…keep grinding!
Aaron Crowley
May 27, 2026
May 27, 2026
43 min
In this episode of The Fab Lab Podcast, Aaron breaks down a simple equation for scheduling profit instead of square feet…
The 3 Core Principles:
- Daily Cost — Understanding the true daily operating cost of your business by calculating overhead, labor, equipment, software, fuel, and recurring expenses.
- Daily Dollar Demand with Profit — Determining the amount your shop must produce each day after materials to not only survive, but generate intentional profit.
- Scheduling with Objectivity — Building schedules based on math, rationale, and planned outcomes instead of reacting emotionally or to the loudest customer.
Bonus Topic:
- Preventing Overcommitment — How understanding your daily demand helps create lead time, reduce chaos, and avoid consuming future work too quickly.
Sponsors:
- Action Flow Spring CRM — Free 14-day trial available
- No Lift Install System
Got questions or feedback?
Email me directly at: aaron@aaroncrowley.com (clickable link)
Keep Grinding,
Aaron Crowley