In this mini-episode of The Huge Insider Podcast, host Sid Graef introduces a powerful preseason marketing strategy from Daniel Dixon, CEO of SendJim and co-owner of a concrete coatings business in Nashville, Tennessee. Dixon shares how his business uses a preseason promotion to overcome slow-season losses, keep employees working, and increase profitability.
By raising prices during peak season and offering discounts for customers who book jobs during the slow months (December–February), Dixon ensures his business remains profitable year-round. He also uses SendJim to send ringless voicemails and emails to past leads, converting them into paying customers.
SHOW NOTES
Guest: Daniel Dixon
•CEO of SendJim
•Co-owner of a concrete coatings business in Nashville, TN
•Works with thousands of home service contractors across the United States
Key Topics & Takeaways
Preseason Promotion Strategy
•Raise prices during peak season when demand is high.
•Offer customers a discount if they schedule their job during the slow season (December–February).
•Customers pay a deposit upfront to lock in the discounted rate.
Follow-Up to Convert Old Leads
•Send ringless voicemails and emails through SendJim to past customers who received a quote but never booked.
•Example message:
“Hey, this is Daniel with My Garage Floor Guys! You had a quote with us that you never moved forward on. Right now, we’re offering an additional $400 off for work completed before [date]. Let us know if you’re interested.”
Financial Impact
• Before: $40,000–$50,000 per month in lost revenue during the slow season.
•After: $10,000 per month in profit, keeping employees on staff and maintaining business momentum into the busy season.
Actionable Steps
1.Identify your slow season and create a discount offer.
2.Train your sales team to present the preseason promotion when customers hesitate due to price.
3.Use automation (voicemails and emails) to re-engage past customers.
4.Track results and adjust the offer as needed.
RESOURCES
• SendJim – Marketing Automation for Home Service Businesses
• The Huge Insider Podcast Action Guide
• The Huge Convention (August 20–22, 2025 in Nashville, TN)
https://thehugeconvention.com/
Call & Share Your Business Story:
📞 804-600-HUGE (4843) – Call and share your success or lessons learned for a chance to be featured on a future episode.
Special Offer: The first person to call in and share a success story will receive a free ticket to The Huge Convention.
TRANSCRIPT
Sid Graef (Host):
Hello, my friend, and welcome back to The Huge Insider Podcast. This is a mini-episode that’s going between our regular episodes. So you already know this is a brand-new podcast, and you get to see it evolve and grow as we move along. We just jumped in, and we’re adapting and growing and changing as we move.
One of the things we found out is that we have so many great insights from so many great seven- and eight-figure business owners that we’re not just going to be putting out one episode a week. We have an anchor episode that’ll come out every Monday, and then in between, we’ll have a sub-episode or a mini-episode. So in this one, it’s just a deep dive on one single topic, and it’s more tactical and more user-friendly—that’s not even the right word. It’s information you can take and utilize immediately.
So in this episode, you’re going to meet Daniel Dixon. He’s the CEO of SendJim. He also has a concrete coatings business in Tennessee that does very well. And you’re going to get some of his insights on how he manages his early spring, even winter and spring marketing, to maximize his revenue and fill his calendar early. So meet Daniel Dixon.
Daniel Dixon (Guest):
Hey everybody, this is Daniel Dixon. I’m the CEO at SendJim. We have a couple thousand home service contractors across the United States. And I’m also a co-owner of an epoxy floor coating business in Nashville, Tennessee. And I wanted to share my preseason promotion with you that we run at our garage floor coating company, and it looks a lot like this.
So our slow season starts roughly in the beginning of December, and then it ends about the end of February. And so what we do is during our busy season, when we are super slammed, booked out two months, we actually raise our prices so that we can get top dollar for our service. And when we go on a quote, our salesperson goes on a quote, and they get pushback based on price—“Hey, you guys are too expensive,” or “Hey, it’s out of my budget,” or “Someone else is less expensive.” What we come back with is our preseason promotion, which is, “Hey, if I can book you now for our slow season”—so if we say, “As long as you do your job between December and February, we can actually give you better pricing.” And so we might take three or four hundred off that job. They pay the deposit now, and we get them on the schedule for our slow season.
So then what we will do is, as our slow season actually arrives, we will send ringless voicemails through SendJim and emails to all the open quotes that we have, or archived quotes even, and just say, “Hey, this is Daniel with My Garage Floor Guys. We’re just calling because you had a quote that you never moved forward with. I want to let you know we’re running a discount, a heavy discount during this time of the year. If you get your job done before [XYZ date], we can take an extra four hundred off your quote. Let us know if you’re interested in that.” And then that will convert a bunch of different, or a bunch more people as well.
So before this promotion, we were losing forty to fifty thousand dollars a month in the slow season. After the promotion, we are making ten thousand a month in our slow season. So it’s a huge swing, and we’re able to keep our employees, we’re not laying people off. So our employees are staying happy, we’re more equipped and ready and trained for when our busy season starts. So there’s tons of benefits, even if it’s not just financial. And then, of course, at the end of the year, our company is way more profitable because we’re not starting with a January, February very large deficit. So it’s a great program. One of the best things that we’ve figured out in our business, and I hope it’s helpful to you.
Sid Graef (Host):
That’s a wrap. What did you learn from Daniel Dixon? What did you learn that you can use right now and take to the bank? There’s an old phrase that I heard: they said, “Action takers are money makers.” That’s the reason we’re putting out these mini-episodes, so you can take something from it and take action immediately. So it will impact your business positively.
We want to help you add to your bottom line. So please don’t get overwhelmed. Like, if somebody gives you five tactics on how to market, you don’t have to do all five. Take one, and then put it into operation and press the gas pedal and get some results. Test it, tweak it, and do it some more. We want you to win. Learn in business. We want you to profit and win.
So with that, that’s the end of this episode. We have set up—and I mentioned it last episode—two things that you can get your hands on right away. One is, once a week, we publish an action guide, and that matches and goes along with the primary episode for the week. So the action guide is now available at its new permanent home, thehugeinsider.com/action. You can download the action guide. It’s got more resources on it, but it’s got a summary of the primary episode, and it gives you step-by-step instructions on how to put it into action.
And the next thing—we set this up, and I’m looking for the first person to call in and leave us a message and tell us a success story or a lessons-learned story. I would love to hear a success story of somebody taking information from an episode or from the action guide, putting it into action, and then getting a result from it. It doesn’t even have to be big. You could just be like, “I tried Daniel Dixon’s thing. I did one thing. I got two new customers. I wanted to share the story.” I would love to hear that. We’d love to feature you on the show for doing that.
And then lessons learned is a hell of a way to learn from other people’s mistakes because, thankfully, we don’t have time to make all the mistakes ourselves. Sometimes I feel like I have made them all. But if you can see where the mines are buried and avoid them by learning from the mistakes that other people have made—and then just don’t do those things—you’re going to be way, way ahead.
The last thing I’m going to wrap up with is, thank you very much. Oh, I should give you the phone number to call in. We want to feature you. By hearing from you, please call in to 804-600-HUGE. So 804-600-HUGE, that’s 804-600-4843. You can call in, leave a message, and tell us your story. And then, if it’s great, if the audio quality is good, we’ll put it on a future mini-episode.
So call in. And I’m going to throw in—to sweeten the pot—the first person that calls in, since this show is brand new, and nobody’s called yet (there’s only been one episode where this has been available), the first person to call in and actually share a story of a win or lessons learned, we’re going to give you a free ticket to The Huge Convention. So how cool is that?
That’s all for now. Remember, our mission is to help our blue-collar brothers and sisters build a better business—a business that brings you time and money freedom. We want to see you win and prosper. And we do that with our free newsletter, The Huge Insider. We do it with this podcast. We do it with The Huge Transformations Podcast. We do it with The Huge Convention every August. And this year, it’s in Nashville, Tennessee. Links to everything that’s talked about, all the resources, are in the show notes. Go get them. We’ll see you in a few days.
