In this episode of Marketing Without Rules, Lewis Vandervalk sits down with Kevin Wiley, a relationship broker and founder of Demolition Group of America, who has built a multi-million dollar consulting business by mastering the art of face-to-face networking in the construction industry.
Kevin shares the legendary "donut strategy" passed down from his father, known as "the donut man," who never made appointments but simply showed up at client offices with donuts, leading to deals worth millions of dollars. Kevin reveals how he scaled this approach to build relationships across the country, from walking into Arco Murray's Chicago office with premium donuts to flying to Baltimore just for dinner meetings that resulted in major contracts. He explains his systematic approach to relationship building, including sending 2,000 monthly emails globally, using custom sports jerseys as memorable gifts, and leveraging sticky notes with company logos to stay top-of-mind with decision makers.
The conversation covers Kevin's transition from ironworker to relationship broker during COVID, how he formed Demolition Group of America by connecting his 35 years of industry relationships with top demolition companies nationwide, and his philosophy of collaboration over competition. Kevin emphasizes the power of consistency, transparency, and old-school values in an increasingly digital world, sharing specific tactics like lunch-and-learns, sporting events, and personalized swag that have generated millions in revenue.
He also discusses the importance of safety in demolition work, emerging opportunities in data centers and renewable energy infrastructure, and his company's expansion into global markets including Europe and disaster relief areas.
Connect with Kevin here: https://www.linkedin.com/in/kevin-wiley-9b84b6134/
Timestamps:
00:00 Introduction to Marketing Without Rules
02:04 The donut strategy: How Kevin's father built relationships without appointments
04:05 Building Demolition Group of America during COVID with 35 years of relationships
06:09 Walking into Arco Murray: Turning donuts into million-dollar deals
07:32 The systematic approach: 2,000 monthly emails and consistent follow-up
11:35 Face-to-face connections: Why personal meetings beat digital outreach
13:47 Collaboration over competition: How to profit from jobs outside your scope
17:51 Public vs. private sector: Why relationships matter more in private work
20:45 The power of swag: Custom jerseys, sticky notes, and memorable gifts
21:28 Turning consistency into a systematic process
22:35 Rapid fire insights: Communication, bidding mistakes, and starting over
25:43 Global expansion: From Chicago to Europe and disaster relief
27:48 Tunnel to Towers fundraiser: Giving back to veterans and community
30:21 Old school values vs. digital generation in construction
33:32 Safety first: Why demolition requires constant vigilance
35:52 Coolest projects and final advice: Love what you do
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