It’s All About Building Trust: Interview with Authority Brands Executive Mark Dawson
I recently went one-on-one with Mark Dawson, Executive Vice President of Service Trade Brands at Authority Brands, the parent company of several leading home service brands.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Mark: Having been in the franchising industry for over 30 years, I have extensive experience both as a franchise owner and as a C-Suite executive. I got my start in the home services industry as a 12-year, multi-unit franchise owner of Glass Doctor, one of the largest chains of full-service glass franchises in the nation. I was recruited to come teach other franchise owners how to be successful and at that time, I sold both my Glass Doctor and Mr. Rooter Plumbing franchises. I served seven years as the company’s president. Afterward, I served as CEO of Home Brand Group for three years. Today, I’m the Executive Vice President of Service Trade Brands at Authority Brands – a two-billion-dollar parent company made up of 16 leading home franchises servicing more than 2,000 territories operated by 1,000+ owners. In my current role, I oversee One Hour Heating and Air Conditioning, Benjamin Franklin Plumbing, Mister Sparky Electric, DRYmedic Restoration Services, and Screenmobile. I’m fortunate that my failures and setbacks have been far and few. Instead, I’d like to focus on what it takes to become a successful entrepreneur. First, it requires a great amount of courage, long days and high stress with a very narrow margin of error. Entrepreneurs who thrive are those who listen to industry veterans to help avoid failures and setbacks. Second, you must be 100% dedicated to running and learning the business for the first two years. If you immerse yourself in all the little things and follow the system, I believe the time invested will prove helpful. Last, I believe growth comes from two quotes I try to live by. The first is “do the right thing (DTRT), which has been the name of my corporation for over 30 years. The second is “if you help enough people get what they want, you will get what you need in the end.”
Adam: In your experience, what are the key steps to growing and scaling your business?
Mark: First, when the phone rings, answer the call live. This sounds simple, but some business owners don’t do the basics. Second, once you book the appointment, out-hustle your competition. When I hear business owners discussing how far out they’re booked, they seem to take pride in that. However, in my opinion, they are missing out on business by not being instantly available to the customer when they need it most. Remember, companies are there for the customers’ convenience, not the other way around. Third, focus on mastering business management operations. I believe businesses with well-managed operations are better positioned to grow and scale than their counterparts. Scalability requires systems that can handle increased demand without sacrificing quality or efficiency. Mastering operations management not only can help businesses expand sustainably, but also reduce costs, enhance customer satisfaction, and mitigate risks. That’s why at Authority Brands we implemented back in 2019 a strategic five-year plan for our business owners. Essentially, it’s a five-year plan aimed to help entrepreneurs grow their top line by a minimum of 10% year over year We also have a department within Authority Brands that has played a big role in this plan called Success Academy. From taking orders to dispatching, Success Academy trains franchise owners on all things they need to know to run a business efficiently. It plays a big role in helping operators follow the franchise system set in place to help them grow – no matter what state they live in.
Adam: What do you believe are the defining qualities of an effective leader?
Mark: Effective management is very important. I believe an effective leader is someone who has the qualities to inspire and guide their teams toward a common goal. Inspirational leaders lead by example and motivate others through their words, actions, and positive attitude. They also recognize the value of collaboration and teamwork, and in return, are open to hearing different perspectives and suggestions that can benefit others and the profitability of the company. Effective leaders also surround themselves with talented individuals who complement their skills and share in their vision. At Authority Brands, we rely on our network of franchise owners to learn from our experienced leaders, fostering a mutually beneficial relationship. This entails asking for advice, exchanging ideas, and collaborating with the greater team. Additionally, an effective leader trusts their team members and delegates authority appropriately. They provide opportunities for growth and development, allowing team members to take ownership of their work and step up when needed.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Mark: I find the most effective leaders are the ones with plans. By setting specific goals for yourself and company, you can put yourself in a position to continue to grow. Should they be available, I also recommend continuing your education and training. At Authority Brands, we’re people helping people – those in our communities and those within our own business. As such, we find value in offering extensive training so our entrepreneurs have the knowledge and skills they need to operate their businesses. A good mix of hands-on field experiences, classroom instruction and time with experienced technicians and existing entrepreneurs will go a long way for new business owners and employees. We also have on-demand access to online training courses and videos so business owners who have completed training still have access to go back and review content. Going a step further, taking advantage of virtual programs or leadership-focused seminars when available can help leaders take their skills to the next level. In the trades industry specifically, there are a myriad of certifications that can be obtained both through online or in-person courses available to both new and industry pros.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Mark: To help grow your business and retain top talent, I recommend:
Keeping a pulse on the operations of your business - As an entrepreneur, keeping a pulse on business operations is crucial. Even if you may not be involved in the day-to-day of the business, especially in the beginning you should be regularly assessing operations, looking for areas for improvement. Ask yourself what’s making us profitable and what’s not. Analyze performance data, including KPIs related to revenue growth, profitability, customer satisfaction, employee engagement, and operational efficiency. It’s also wise to have contingency plans in place to prepare for unexpected challenges. Building up savings and being ready for tough times is essential, as this is a lesson I’ve learned over the years.
Setting expectations for business improvement processes - After assessing business operations, develop and/or implement a strategic plan outlining clear objectives, strategies, and action plans for achieving business growth and improvement. Establish realistic timelines and milestones to track progress and accountability. It may also be worthwhile to communicate expectations effectively to all stakeholders and employees so everyone understands their roles and responsibilities.
Creating a plan for success with the cooperation of your team - Whether you’re creating a business plan as you’re about to launch or revisiting an old idea and pivoting to something else, it’s important that key players within your organization are involved. Assign each person to lead a certain part of the plan or come together to brainstorm or share feedback. Empowering employees to share their expertise and feedback, and even involving them in relevant decision-making processes, may further enhance their motivation and engagement. Additionally, when employees feel valued, they are more likely to want to collaborate with the leaders of the company, support their colleagues, and uphold the organization’s core values. A reputation for valuing employees can also be a key factor in attracting top talent in the industry. Candidates are often drawn to companies that prioritize employee well-being and recognition.
Adam: What is your best advice on building, leading, and managing teams?
Mark: It’s all about building trust. As Executive Vice President of Service Trade Brands, I spent the first 90-120 days in this new role on the road, sitting down with our business owners asking questions, talking to them, and learning. I also communicated to them details of our growth plans, how Authority Brands and each brand was there to help impact owners in a positive manner. I believe once you prove to your team that you can keep your word and do things that are meaningful to them, then you’ll gain their trust. Additionally, aim to recruit individuals who are not only skilled but also passionate about your business’s mission. As a leader, it’s vital to continually demonstrate to your team members how their contributions will shape not only their own futures but also the lives of their families and colleagues in the long term. As I mentioned before, fostering a supportive and inclusive work environment, where team members feel valued and motivated, can significantly enhance overall team performance.
Adam: What are your best tips on the topics of sales, marketing, and branding?
Mark: In the home services industry, prioritizing client relationships and delivering outstanding service are paramount. When entrepreneurs build strong connections with customers in their communities, they gain valuable insights into their needs, paving the way for positive reviews and testimonials. These reviews and testimonials, in turn, bolster brand credibility and trust among potential clients. Drawing from my own experiences, I’ve found this approach particularly beneficial for multi-brand business owners looking to offer hand-in-hand services to one client. When clients of one brand, such as Benjamin Franklin Plumbing, encounter issues extending beyond basic plumbing like extensive water damage, recommending technicians from a sister restoration company like DRYmedic Restoration Services becomes seamless. As a result, these owners can take advantage of potential revenue and reap the benefits of owning sister concepts, including lead generation, cross-promotion, full-service solutions to clients and diverse revenue streams. Aside from strengthening customer relations, your actions must match your words. Delivering exceptional service and exceeding customer expectations is key to generating repeat business and referrals. Lastly, showcase your brand’s expertise by highlighting employees’ certifications and industry awards. Leveraging these credentials can help position your brand as a trusted authority, further reinforcing your brand’s reputation for excellence.
Adam: What is the single best piece of advice you have ever received?
Mark: “Never let them see you sweat.” As a leader, everyone looks to you for vision, strategy and reassurance. Even with a perfectly laid out plan, things still can go wrong. Leaders need to calmly look at the strategy on a regular basis and course correct along the way. If your team sees you panic or if you show doubt, then their confidence could be shaken. No matter what is going on, strive to find something positive. Doom and gloom solve nothing and usually create more challenges.
Adam: Is there anything else you would like to share?
Mark: I’m honored to share Authority Brands had a record-breaking quarter in Q1 2024, adding 58 new owners across more than 100 territories nationwide. This milestone quarter and recent success are fueled by our company’s commitment to growth and dedication to providing strong business models, training, and support to our owners. All concepts within the Authority Brands portfolio, including the trade brands, are looking to expand with passionate business owners. 2024 has been great so far for One Hour Heating and Air Conditioning, Benjamin Franklin Plumbing, Mister Sparky Electric, DRYmedic Restoration Services, and Screenmobile already, so I’m excited to see what the future has in store.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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