In the latest episode of The Snoball Effect podcast, Todd, Snoball's CMO, welcomed back Jorrel Patterson, CEO of Demand Construction. Jorrel is a returning guest, having captivated listeners with his insights during his first appearance. In this conversation, Jorrel delves into a more personal journey, sharing life lessons and expanding on his philosophies in both life and business. From writing a book on mortality to spearheading a groundbreaking sales contest, Jorrel’s unique blend of practical wisdom and bold vision left us inspired once again.
Key Takeaways
- Embrace Impermanence: Jorrel’s perspective on life, captured in his working title, A Guide for Dying, underscores the temporary nature of everything we do. He believes that accepting this can be a powerful motivational tool.
- The Four Types of Customers: Jorrel outlines how understanding and improving the experience for four key customer groups is critical to business success. His approach ensures that every touchpoint, from homeowners to third parties, aligns with company values.
- Bold Moves in Business: Demand Construction’s latest endeavor is a million-dollar sales contest — the largest ever in the solar industry. This bold initiative reflects Jorrel’s "go big” philosophy.
Life is Temporary – Make the Most of It
Since his last appearance, Jorrel has been working on a book with the intriguing title A Guide for Dying. The concept? Using the inevitable truth of mortality as motivation to live more fully. "Everything we do is temporary," Jorrel explains. "Why not weaponize that as a tool to try, to ask, and to live?"
Jorrel shared that the inspiration for this idea started long ago when he was just 16, and he kept a notebook of life lessons. "I’d jot down anything extraordinary that happened, and now, I’ve got over 20 years’ worth of lessons." Many of these lessons circle around the theme of impermanence, and his book is designed to inspire readers to make the most of their lives by accepting that nothing lasts forever.
One of his earliest lessons came from his mother: You can’t build a castle on sand. At first, it was just a metaphor for his childhood sandcastle-building adventures. But over time, Jorrel realized it held a deeper truth: lasting success requires a strong foundation. This philosophy is something he applies in both life and business.
Understanding the Four Types of Customers
One of the standout moments in this episode was Jorrel’s deep dive into his philosophy on understanding and improving the experiences of four key types of customers: homeowners, sales reps, dealers, and third-party partners. According to Jorrel, mastering these four relationships is essential to creating a thriving business. Each of these groups plays a pivotal role in driving success, and neglecting any one of them can create ripple effects that harm the entire organization.
“There are really four customers that every business in our industry needs to focus on,” Jorrel explained. “You have your homeowners — the end users of your product. Then, you have your sales reps who are out there making things happen. Next, the dealer owners who run the sales organizations, and finally, the third-party partners who supply services or products that help the whole system run.”
The key, Jorrel says, is ensuring each group has an excellent experience. "If the homeowners are unhappy, that affects the sales reps. If the sales reps aren’t supported, that reflects poorly on the dealer owner, and any friction with third-party partners impacts everyone," he explained.
Give Customers What They Really Want
One of Jorrel Patterson’s most insightful stories from his experience in the medical industry revolved around a simple but powerful strategy: buying coffee. As he worked in business development, Jorrel quickly realized that the people who had the most influence over which ambulance service was called were the nurses in hospital emergency rooms.
Rather than focusing on flashy sales tactics or overwhelming these decision-makers with data, he took a more personal approach. Jorrel memorized their favorite coffee orders from Starbucks and made it a point to deliver their preferred drinks every morning. This small, thoughtful gesture not only built rapport but showed the nurses that he genuinely cared about their comfort and needs.
Jorrel’s coffee routine paid off in a big way. Over a few months, his company’s business increased 36 times, all by focusing on what the customer really wanted. "They didn’t care about cool decals or advanced CRM systems," Jorrel explained. "They just wanted someone to recognize them and make their hectic mornings a little easier." This story exemplifies Jorrel’s belief that success is rooted in understanding what your customer values most and delivering it consistently, a lesson he has carried with him into his leadership at Demand Construction.
Never Go with a Hippie to a Second Location: A Story with a Lesson
Jorrel’s knack for storytelling shone through when he recounted a humorous yet terrifying tale from his time hiking the Pacific Crest Trail. While in a small town, his hiking group encountered a man offering a mystical "dragon portal" experience. Intrigued, they followed him — only to realize too late that the encounter was taking a dangerous turn when the man pulled out a club and tried to attack them.
The lesson? "Never go with a hippie to a second location," Jorrel joked, referring to how first impressions may deceive, but deeper interactions might reveal more than you bargained for. This cautionary tale is one of the many life lessons Jorrel includes in his upcoming book. He sees it as a way to connect personal growth with actionable insights.
As Above, So Below – Applying Ancient Wisdom to Business
During the interview, Todd brought up a concept Jorrel had mentioned in their last conversation: As above, so below. Jorrel explained that this ancient idea suggests that the larger, macro elements of life are reflections of the smaller, micro elements, and vice versa.
In business, this means that company-wide values, such as customer satisfaction, should be reflected in every individual interaction, no matter how small. "If your core value is 'customer first,' every touchpoint, from top leadership to front-line employees, should embody that value," he emphasized. "The macro reflects the micro."
Going Big: The Largest Sales Contest in Solar History
Jorrel’s entrepreneurial spirit is undeniable, and his latest initiative at Demand Construction is the biggest proof yet. "We’re giving away $1 million in our sales contest — the largest in the history of solar," he announced excitedly. The top prize is $600,000, with $300,000 and $100,000 going to second and third place, respectively.
This bold move is not just about money; it’s about creating a level playing field. "Even smaller companies can compete. If you register, we’ll tally the volume of unregistered competitors under you, giving everyone a fair shot," Jorrel explained. "It’s not just about being the biggest, it’s about who shows up and pushes hard."
Final Thoughts: Start, Try, Ask
Jorrel ended the interview by sharing some final wisdom for listeners. His motto, "Start, Try, Ask," encapsulates his approach to life and business. Whether it’s embarking on a new business venture, writing a book, or simply living fully, Jorrel believes that taking action — starting something new — puts you ahead of most people. Trying your best sets you apart, and asking for help opens doors you never knew existed.
With these lessons, Jorrel left listeners inspired to take bold actions in their own lives and businesses, making the most of every moment.
