How do we build trust and integrity in business when so many in power seem to lack it? On the Coach Yu Show, I interviewed Greg Beebe, founder of Excel Concrete Coatings, to hear his thoughts on maintaining integrity while navigating the challenges of entrepreneurship.
Greg shared his belief in respecting leaders who follow through on their promises. He argued that uncovering corruption and holding people accountable benefits everyone, and he applies that same principle to his business.
At Excel Concrete Coatings, running a “clean” operation means using the best products, treating customers with respect, and sticking to ethical practices, even when it’s tough.
Greg switched suppliers after encountering quality issues, even though it meant losing long-term business connections.
His current supplier, Simiron, not only provided higher-quality materials but also demonstrated true partnership by offering hands-on support for major projects. Greg’s decision reflected his commitment to doing what’s right for his customers.
The Importance of Transparency
Customers often struggle to find honest businesses, especially in industries where everyone seems reputable at first glance. Greg recounted exposing a competitor whose flashy marketing belied a lack of integrity.
To further build trust, Greg believes in sharing authentic, behind-the-scenes content. Short, simple videos of his team at work. whether recorded by Greg, his wife, or his son, show the company’s genuine efforts and results. By letting real moments speak for themselves, Excel Concrete Coatings creates transparency that resonates with customers.
Even with today’s AI-generated content, Greg remains focused on the real value of personal stories and hands-on experience. His team captures candid videos, stores them in a central location, and uses them to create blog posts, articles, and social media clips. It keeps their message grounded and honest, allowing their unique voice to shine through.
Focusing on Relationships, Not Just Sales
Most customers don’t know the technical details of concrete coatings. They don’t need to be experts in urethane or polyaspartic materials. What they do care about is trust.
Greg’s ultimate goal is to leave his son a solid, trustworthy business. By staying authentic and adapting to new technologies, Greg’s business stands out in an industry flooded with generic content and quick fixes. His strategy is simple: honest connections and transparency always win.
Even short clips of the team applying a coating or capturing a happy customer’s reaction can help build trust. While Greg admits he’s been slow to produce content recently, he understands how valuable it is to share his company’s story. These small, unpolished moments remind people that there are real, dedicated professionals behind the work.
When business slows in the winter in Waukesha, Greg sees an opportunity. He plans to visit past clients to check in on their floors, share their experiences, and give their businesses a boost.
For instance, he could stop by a local business that’s been around for 25 years, chat about their history, and share that experience online. It’s not just about revisiting a project; it’s about honoring the client and highlighting what they contribute to the community.
By focusing on quality work, building long-term relationships, and staying true to their values, Greg and his team demonstrate that trust and integrity are the keys to lasting success.
Documenting and Building a Legacy
When building long-term trust, actions speak louder than promises. Greg Beebe’s decision to switch to Simiron’s more reliable concrete coatings reinforces his focus on quality. Not only does Simiron supply top-notch materials, but they also sent a representative to help Greg on a large commercial job. This level of partnership gives him plenty of opportunities to capture videos of work in progress and highlight the expertise behind his services.
Whether hefilms himself mixing materials or checks in with a client about their floor, each clip adds authenticity. By storing these videos in one central Google Drive and letting professionals like Zayn handle the editing, Greg ensures a steady stream of genuine, polished content. This allows him to focus on running a solid, family-centered business.
Greg understands that anyone can claim to be the best, but showing the proof is what really matters. By documenting every step of the process, he’s not just offering a service, he’s building a legacy.
As his son gradually takes on more responsibilities, these stories and videos will help distinguish Excel Concrete Coatings from the competition. Through honest work, simple storytelling, and strong relationships, Greg is ensuring that the business thrives year-round, even in slower seasons.
Using ChatGPT to Sharpen Understanding
I’ve been showing others how to use ChatGPT because it’s a game-changer for answering complex questions. It breaks things down clearly, making information easy to understand. I rely on it frequently when studying the Bible, using my phone to clarify difficult passages.
Being a Silicon Valley product, it sometimes leans “woke” depending on the questions you ask. Still, it’s an incredibly helpful tool. For example, I’ve used it to explore the young Earth creationism perspective that traces the Earth’s age back to Adam’s genealogy, about 6,000 years, while also considering archaeological evidence, like 15,000-year-old pottery or ancient cave drawings.
I also use ChatGPT to role-play debates. I’ll ask it to argue one side of a theological issue while I take the other. This practice sharpens my understanding, hones my responses, and prepares me for real-world conversations. From explaining the Trinity to addressing challenges about the Earth’s age, ChatGPT helps me refine my views and deepen my faith.
Lately, I’ve been learning a lot from using ChatGPT. It’s humbling to realize how much more there is to know, especially after talking to true experts in their fields. But that humility drives me to keep digging deeper. I see ChatGPT as a kind of coach, helping me prepare answers, sharpen my understanding, and get ready for meaningful conversations.
I use my digital tools and marketing skills to shine a light on others’ good work, helping them thrive. As I keep learning and adapting, I truly believe tools like ChatGPT will help us connect even better. They’ve made complex technology so simple. You don’t need to write code or learn intricate systems, you just ask the right questions and engage in meaningful conversations. With these tools, we can spread our message more effectively and build deeper, more authentic relationships.
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.