This month, our innovators reminded each other that innovation isn’t always about technology or new systems; it’s often about relationships. Whether it was B2B teams finding new “ins” with local schools and hospitals, marketers experimenting with ways to celebrate employees (both on social and in-store), or GMs wrestling with the challenges of hiring the right people and paying them what they deserve, the theme was clear: When you focus on people, you build stronger stores. Let’s dig in!
Table of Contents:
B2B Mastermind Takeaways:
Takeaway #1: Ice Melt Could Be Your “In” With Government Agencies
“Where are you getting that?”
“How much are you payin’ right now?”
“Did you know we can deliver that to you?”
Once you win them on one simple product, you’re in a position to compete for bigger opportunities. Innovators also compared notes on certifications (like SWaM in Virginia) that can help small businesses qualify for contracts and highlight their local advantage. To build a list of government agencies in your area, ask ChatGPT for the organizations and then run them through Apollo to get emails and phone numbers. Export that list into your CRM and you’re off and running!
Takeaway #2: Train Your Delivery Driver to Be a Scout - Find 2 New Things They Have that We Sell!
Your delivery drivers might be your most underutilized sales asset. Innovators discussed how drivers can do more than just drop off an order—they can notice what’s missing, spot new opportunities, and report back intel for the sales team. Something as simple as, “Hey, you ordered paint—do you need rollers or drop cloths too?” can lead to incremental sales. Challenge your B2B delivery driver to find 2 new things that the customer has at their workplace that you sell and when they go back for another delivery, have pricing ready to offer on those products!
Takeaway #3: Relational Over Transactional
The group highlighted that real B2B success doesn’t come from pushing products—it comes from making customers’ lives easier. Customer service is the #1 product in your store and the way independents can beat the big boxes.
When you shift the mindset from “selling” to “helping,” every interaction becomes about easing a contractor’s job, solving a problem, or saving them time. That human approach alleviates the stress of your employees feeling like they have to ‘sell’ and builds loyalty in a way low prices never can.
Takeaway #4: Local Rebate Programs Could Have You Saying: “I Can Give You Brand New Stuff for 80% Off!”
One innovator shared success with Colorado’s rebate program, which covers 80% of the cost for mobile business owners and landscapers switching to electric equipment. Stores that help customers navigate programs like this turn rebates into an unbeatable selling point. The opportunity to pitch: “I can give you brand-new stuff for 80% off.”
Takeaway #5: It May Be Worth Dropping Below 20% Margins When You Look at the Lifetime Value of a New Customer
To calculate your customer’s potential Lifetime Value (LTV), use the formula: (Average Purchase Value) x (Purchase Frequency) x (Customer Lifespan).
Takeaway #6: Contractors Prefer Events on Thursday Nights
The main feedback from attendees? They’re ready for the next event, but would prefer Thursday night next time, since it fits better with their schedules.
Helpful Resources for B2B
- https://www.apollo.io/
- Look Up Energy Rebate Programs in Your City/State. Here are a few examples from where some of our innovators are located:
- https://www.nrcs.usda.gov/programs-initiatives/eqip-environmental-quality-incentives/south-dakota/south-dakota-environmental
- https://www.deq.virginia.gov/our-programs/pollution-prevention/virginia-information-source-for-energy/programs-and-financial-incentives
- https://mn.gov/commerce/energy/consumer/energy-programs/
- Electric Rebate Sign Example from Green Mountain Ace Hardware:
Marketing Mastermind Takeaways:
Takeaway #1: Need Employee Participation on Social? Show Them The Outcome and Offer Incentives!
Getting employees engaged in social media isn’t always easy. The challenge isn’t just asking them to appear in content—it can be as simple as getting them to like and share posts.
It was recommended that when you take a photo of an employee and make a post, you follow up and grab a screenshot of that post a few days later to show how many likes it got. Print that screenshot out and put it up in the breakroom, letting them know that THEIR pic got the store some major attention!
One innovator with 140 employees noted they struggle to get even 20 likes on a post. Incentives like gift cards, shoutouts, or fun internal competitions can encourage participation, while also helping to build a culture where employees feel invested in the store’s story online.
Takeaway #2: Appreciate Customers, Employees, & Leadership from Different Angles
Appreciation was a recurring thread. Innovators swapped examples: recognizing employees with peer-voted awards, highlighting five-star customer reviews on social, and celebrating leadership efforts with “Beyond Bucks”.
One innovator shared the idea to set up a corkboard in the breakroom to highlight employees mentioned in Google reviews. Another shared their Employee of the Year program, where the award is peer-voted—and the more impressions someone generates on social, the better their chances of winning. The prize? An extra holiday and $1,000.
Each “angle” of appreciation strengthens a different part of the culture.
Takeaway #3: Treat Every Customer Like They Are Your Grandparent and It’s Their Birthday
This phrase captured the spirit of service that innovators strive for. It’s a reminder that warm, personalized treatment turns every interaction into a loyalty-building moment.
Also mentioned was that this quote does not work with ‘parents’ in it because teenage employees did not have a great reaction to that! 
Takeaway #4: There Is Value in Boosting Organic Social Posts
While some were skeptical, others shared that boosting organic content—especially posts that are already performing—extended reach far beyond their usual following and built brand awareness in the community.
One innovator boosted a post for $20 and reached over 5,000 people locally. Another found that boosted employee spotlight posts consistently drove 2–3x more engagement compared to unboosted content.
Helpful Resources for Marketers
- Mobile SOCI App for social media management
- Meta AI Glasses for capturing content on the fly
- BigVU App for making social videos
- Youtube Short Example from Youngs Ace Hardware
General Managers Mastermind Takeaways:
Takeaway #1: “Hiring Is Only Guessing. Firing Is Knowing.”
One innovator quoted this blunt truth from Gary Vaynerchuk. Hiring is always an educated guess, but it becomes clear later whether someone truly fits. With enough experience, a leader can typically tell within 5 minutes if you want to hire someone.
When it comes to firing, innovators agreed that once you know someone isn’t the right fit, waiting too long to make the call can hurt culture more than the lost time and duties.
Takeaway #2: You Can Teach a New Hire A Lot, But You Can’t Teach Core Values
Product knowledge and technical skills are teachable. Integrity, teamwork, and work ethic are not. Innovators shared that focusing interviews on cultural fit pays off more than chasing long resumes with lots of experience.
Takeaway #3: You Aren’t Alone — Your Peers Are Here Every Month
Perhaps the strongest moment came when two GMs realized how similar their challenges were despite being in different stores and locations. They were able to troubleshoot side by side, making sense of staffing, ownership dynamics, the daunting task of raising prices, and profitability pressures together.
These leaders acknowledged that it can be lonely at the top and that these GM/Owner Masterminds remain a confidential, safe space to dig into the nitty-gritty with peers who truly get it and feel one another’s pain.
Join Us On September 17th for Our Next Mastermind
For September, we’ll have three groups that meet: B2B, Marketing, and GMs.
B2B leaders will discuss contractor events that build loyalty—sharing how breakfasts, demos, and appreciation days can turn into stronger B2B accounts.
Marketers will focus on promoting fall events, exploring best practices for getting customers to show up and creating buzz before the big day.
GMs will look back at lessons from last year’s Ladies Nights and other fall events/workshops, unpacking what worked, what didn’t, and how to make this year’s events even more successful.
Need help signing up? Join here!
Are You On Board?
Does the idea of a monthly meet-up with other retail hardware stores sound valuable? Would you like to share resources, ask questions, and participate with your peers on-demand through an exclusive Slack channel?
Email us at hello@hardwareinnovators.com to get access to the Slack Channel! The best part? It’s 100% free and puts you in touch with hardware store general managers and marketers to ask questions and get immediate feedback from what worked at other hardware stores!