June 2026 Mastermind Recap

The most repeated phrase of the meeting was simple:

Let Me Check.

One store recently landed a large Benjamin Moore Aura paint order because an associate resisted the urge to say, “We don’t stock that.”

Instead, they said, “Let me get our B2B team.”

That led to a special order, a satisfied customer, and a significant paint sale.

The lesson applies far beyond paint. Customers often assume stores can’t help them because they hear “no” too quickly. “Let me check” creates opportunities that otherwise disappear.

One Paint B2B Specialist shared that their account base is roughly split into thirds: painters, property managers, and everyone else.

While painters often work project to project, property managers consistently return for the same products over and over again. Once they find a paint, stain, or maintenance product they trust, they tend to stick with it.

That reliability makes them one of the most valuable customer segments in many markets.

Several examples highlighted how small operational issues create customer frustrations and internal team issues.

One customer purchasing multiple STIHL trimmers didn’t have the transaction run through their business account, causing the sale to be missed from B2B reporting.

Another customer trying to purchase a $3,600 Toro mower spent time getting bounced through the phone system before finally reaching the B2B team. The sale was ultimately completed and delivered the same day, but the customer should have reached the right person much sooner.

The discussion reinforced that B2B success often depends on store-wide awareness, not just the B2B department.

Several participants discussed the challenge of keeping track of new accounts after they’re created.

One Innovator described building business accounts all day, only to realize a week later they had forgotten to follow up because the customer had disappeared into the rush of daily operations.

The group discussed CRM automation, task reminders, lead scoring, and email drip campaigns as ways to stay connected without creating even more manual work.

The challenge isn’t generating leads anymore. It’s making sure nobody falls through the cracks afterward.

Several Innovators agreed that locally created content consistently outperforms syndicated corporate content.

The group discussed how employee-created posts, local stories, community events, and behind-the-scenes content tend to outperform highly polished corporate content. Customers want to know what’s happening in their local store, not necessarily what Ace is advertising nationally.

Whether it’s a community event, a staff spotlight, or a customer success story, the consensus was clear: local content feels more authentic and gets more engagement.

Several stores shared examples of community-focused events driving both engagement and foot traffic.

One store continues to see strong participation from pet adoption events, with multiple dogs finding homes during recent activations. Another is hosting a “Home Tweet Home” birdhouse-building event that generated excitement throughout the community before the event even took place.

Meanwhile, another Innovator found themselves unexpectedly preparing for a dinosaur-and-cookie-truck event after customers started calling the store asking questions before staff had even been fully briefed. While the logistics may have been slightly chaotic, the fact that customers were already talking about the event was a good sign.

The takeaway wasn’t necessarily that every store needs dinosaurs (although that would be awesome). It was that memorable, community-centered events continue to create conversations that traditional advertising often can’t.

The Ace app sparked a positive conversation this month.

Several participants reported hearing customers mention app notifications, flyer promotions, and coupon offers. One common example was customers visiting the store after receiving a $5 offer through the app.

Stores are also continuing to use the $10 app coupon during Rewards enrollment conversations, helping drive adoption.

Perhaps most importantly, multiple Innovators noted that customers who previously disliked the app are now reporting that it’s improved significantly compared to earlier versions.

While tracking exact conversions remains difficult, many participants agreed that app engagement appears stronger than it was a year ago.

No marketing discussion would be complete without a little technology venting.

Participants discussed ongoing frustrations with software systems, analytics dashboards, rewards requirements, survey prompts, and outages tied to cloud-based systems.

One recurring concern was the gap between corporate initiatives and local realities. Stores in northern climates described seeing promotions for products that weren’t even available in their region yet, while mountain-town locations discussed how QR-code-heavy marketing often falls flat with their customer base.

The conversation served as a reminder that successful local marketing often means adapting national programs to fit local customers rather than assuming one-size-fits-all.

One Innovator shared that customers in their small market have shown a surprising willingness to pay for same-day delivery.

Rather than viewing delivery as a premium service, many customers simply value convenience and would rather pay a fee than make another trip into town.

As more stores explore delivery options, the group discussed how convenience continues to influence purchasing decisions, even in smaller communities, and even when the store is 3 blocks away.

The conversation around Ace Rewards mailers produced mixed opinions.

Some stores continue to see value from traditional mailers, while others are questioning the return on investment compared to digital alternatives.

What everyone agreed on was that customers are increasingly engaging with coupons and offers through the app, making digital channels harder to ignore moving forward.

The group also discussed task management and communication systems.

Several owners emphasized that the best tools are the ones employees actually adopt. Whether it’s task management software, headsets, or communication dashboards, buy-in from the team remains the determining factor between success and failure.

Technology alone doesn’t solve communication problems. Consistent usage does.