Christian Bender took over his parents’ business JCB & Sons that began in 1988. Known province-wide for their dedication to craftsmanship on every job, Christian has continued forging the JCB legacy with their work as licensed carpenters and general contractors. In this episode of the Amplifyr Podcast, host Aidan Hennebry chats with Christian about all the ups, downs, and in betweens of sales, marketing, and running a business as a professional tradesperson.Here’s what we cover in this episode:00:00 Intro04:48 Taking over the family business08:07 Getting deals in writing10:45 Being known as a quality-driven brand13:43 Working within a client’s budget, not charging up to it19:57 How much to invest in a relationship before being paid22:00 Trusting a professional to be integral27:41 Using AI as a marketing & business tool41:05 Pushing technology to CYA43:04 Highest ROI marketing channels for JCB & Sons48:01 Social media usage as a contractor1:01:34 Hiring a professional & letting them do their job1:03:34 How to bargain with your customers (& when not to)1:07:43 Challenging conversations with customers1:11:47 Parting ways with a customer1:16:10 Thinking about legacy & future generation impact1:18:51 Christian’s son Gabriel’s filmmaking career1:20:02 Previous generation impact on us1:24:47 Get out there and start something1:27:30 OutroBe sure to sign up for the Amplifyr Report; a weekly newsletter with links to articles and other Amplifyr Podcast episodes. https://amplifyr.ca/signupIf you’d like to be featured as a guest on the Amplifyr Podcast, reach out to Aidan Hennebry with a brief description of who you are and what your episode might be about! Remote access to the podcast is [email protected]: amplifyr.caInstagram: @amplifyr.caLinkedIn: /in/aidanhennebry