How to Win in the Trades: Recruitment, AI, and Trust with Mike Disney

The home services space isn’t just changing; it’s speeding up. From AI shaking up the job market to customers showing up “fully educated” after a chat with Google, success takes more than hustling through your to-do list. You need to rethink your approach, from who you hire to how you build trust (and profit) every step of the way.

In this episode of Catalyst for the Trades, hosts Jennifer Bagley and Chuck Staszkiewicz welcome one of the industry’s most respected voices: Mike Disney, founder of Winding River Recruiting and a true champion for people in the trades. Mike’s career—from auto mechanic to high-level operator and mentor—centers around elevating businesses by focusing on the people, processes, and technologies that separate winners from wannabes.

Why You Should Listen

Mike Disney isn’t here to repeat tired industry catchphrases. He’s candid about what’s working, what’s not, and why small business owners are often overwhelmed (or misled) by the flood of social media tips, drama, and AI buzzwords. If you want clear, actionable strategies to grow your trades business, recruit better, and turn customer skepticism into loyalty, this episode is a must-listen.

What You’ll Learn in This Episode

• What’s Real (and What’s Hype) in Trades Industry Advice
  Mike breaks down why small business owners need to be careful where they get their insights. He’s honest about the “noise” on social media, and how aligning yourself with strong, local mentors changes everything.
• Building Trust Before You Even Knock
  Trust is built long before your tech steps foot in a customer’s home. From website to dispatch, uniforms to neighborhood reputation, Mike shares how every interaction shapes whether a lead turns into a lifelong customer or a missed opportunity.
• AI: Opportunity or Overwhelm?
  AI is transforming every industry, but the key is knowing which tools and information actually help your business. Mike and the hosts dive into how trades businesses can leverage AI without falling for the latest shiny object.
• The Art and Science of Recruiting (and Retaining) Top Talent
  Most shops “do a terrible job recruiting,” Mike says bluntly. He lays out practical steps for building a real process from using your team in interviews to designing onboarding that sticks. Hint: losing employees costs more than you think, and the solution is often better leadership, not just more job ads.
• Why Mindset and Intimacy Matter for Scaling Success
  The best growth isn’t one-size-fits-all. Mike explains why high-trust, small-group “war rooms” deliver faster results than big, generic programs, and how to build the kind of culture thoroughbreds want to stay a part of.
• Handling Tough Sales Scenarios with Confidence
  Three trucks in the driveway? Competing with multiple bids? Mike and Chuck share how to reframe these moments as learning and sales opportunities, not setbacks, using education and confidence to win customers over.
• How to Price and Present Your Value
  If you want to move away from “race to the bottom” pricing, you need consistency, great stories, and real proof. Mike offers examples of using solid processes (like Costco’s model) and testimonials to set your company apart and justify your worth.