Why Your $20 Million Contracting Business Is Actually Broke (And How to Fix It)

Ever wonder why a contractor doing $20 million a year can still be flat broke? I did too — until I sat down with Gary Cohen, Executive VP of CCN (Certified Contractors Network), and he laid out exactly why revenue is a vanity metric and net profit is the only number that actually matters. In this episode, Gary and I get into it. We talk about why so many contractors — the ones who came up through sales or production — never learned the "boring" stuff that actually keeps a business alive. We talk about the ADHD-entrepreneur profile that seems to show up in almost every remodeling company owner (myself included, probably). And we get tactical: Gary breaks down the exact three levers he pulls first when a struggling contractor walks through CCN's door, including a deep dive into their "Primal Selling System" — the psychology behind why homeowners actually say yes. If you own a home improvement business — roofing, siding, windows, remodeling, doesn't matter — and you feel like you're working harder every year but not seeing it show up in your bank account, this episode is your wake-up call. 🔗 Resources & Links: Learn more about CCN: contractors.net CCN Elevate 2026 Conference — Sept 28–30, St. Louis (Four Seasons) — use code STLOUIS199 for $199 tickets (regular price $800) Questions for Gary? Email him directly: gary@contractors.net 📖 Chapter Timestamps 00:00 – Welcome Gary Cohen & The CCN Origin Story 02:54 – CCN vs. EOS: What's the Difference? 07:40 – Why Net Profit Beats Revenue Every Time 10:16 – The ADHD Entrepreneur Profile 14:36 – Discipline: The Non-Negotiable Trait 16:19 – What Revenue Level Exposes Profit Problems 19:32 – The 3 Levers That Fix a Contractor's Profit 20:14 – Lever 1: Sales & The Primal Selling System 31:46 – Levers 2 & 3: Production Handoff and Financial Mastery 35:47 – Inside CCN: Membership, Masterminds & Power Hours 41:16 – Elevate 2026 Conference + Discount Code + Final Word This is episode #2516 of the Level 10 Contractor Daily Podcast: Why Your $20 Million Contracting Business Is Actually Broke (And How to Fix It). 🎧 Listen every day on your favorite platform: Apple Podcasts 🍎 | Spotify 🎧 | Deezer 🎵 | RSS 📈 GROW YOUR BUSINESS: 👍 LIKE this video if you're ready to build generational wealth 🔔 SUBSCRIBE for weekly business growth strategies 💬 COMMENT: What's been your biggest marketing challenge? 📈 LEVEL 10 RESOURCES: Level 10 Contractor: https://www.level10contractor.com Rich's Book: "Unlocking Unlimited Lead Flow": https://www.amazon.com/dp/179052914X/.... Rich Harshaw is the founder and CEO of Level 10 Contractor, a marketing agency for remodeling and home services contractors that specializes in generating 200 to 500 quotable leads every month—reliably, like clockwork. Rich has been in the business for over 30 years. He’s the author of Unlocking Unlimited Lead Flow, host of the Level 10 Contractor Daily Podcast, and has helped hundreds of contractors grow their businesses. Join hundreds of contractors who've broken through to $10 million and beyond.