Four emails. A text. A phone call he hung up on. The job was done, the product was installed, and my invoice was sitting there getting ignored (again)!

Then I sent one message and had a response in about two minutes.

In this episode I walk through a payment situation that went sideways last month with a dealer I'd already done four installs for. Same pattern every time: he's on top of everything until the bill shows up, then he vanishes. This time I ran out of patience.

But here's the part I didn't expect when I sat down to record — about halfway through telling the story, I had to admit I owned a piece of this.

I never told him our terms. I assumed he remembered from the last four jobs. He assumed net 30. Nobody said it out loud, and that's how a simple invoice turns into a fight.

I also get into how I structure payments now — why I take 75% up front and deliberately leave 25% on the table, even though Lowe's, Amazon, and every online retailer collects 100% before you ever see the product. There's a reason for that 25%, and it's not just goodwill.

If you've ever chased money for work you already delivered, this one's for you.

⏱️ CHAPTERS

0:00 — Ghosted on an invoice (again)

0:35 — My book "Nobody Told Me That" is live on Amazon

1:20 — The dealer who disappears when the bill arrives

2:27 — Four emails, a text, and a phone call

3:40 — The message that got an instant response

4:48 — Where I was actually wrong

6:00 — Net 30 vs. pay on completion: there's no right answer

7:16 — Why I take 75% up front and leave 25% on the table

8:45 — The leverage problem nobody warns you about

9:40 — Your turn — tell me in the comments

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She was driving in on a beautiful, blue-sky Friday morning thinking we survived COVID, we finally made it — and by that afternoon, 90% of her business was gone.

Vita Vygovska built Vitalia Inc. from a shop-at-home business run out of a 1998 Honda Accord into a team of 10 with a 2,500 sq ft workroom north of Philadelphia. In this episode she pulls the curtain all the way back — the corporate job that was quietly killing her, the terrifying decision to scale, the electrical fire that leveled everything, and the one line on her to-do list she kept pushing down until it was too late.

What we get into:

• Why she researched cardboard boxes and gyms before landing on window treatments
• The "God, take it all away" moment — when success became a burden
• The Ukrainian saying that reframes every money decision: "a poor person pays twice"
• Vision boards, faith, and why the universe meets you halfway (but only if you do the work)
• The fire, the 45 minutes that made it worse, and the insurance mistake she owns completely
• Why her ultimate goal is a business that runs without her — where work is optional

Guest - https://vitaliainc.com/

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📩 We Dress Naked Windows — Window Coverings
📩 Trading Secrets — Trade
📩 Stories in Motion — Business & Life

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In this episode I walk you through what happened next — the runaround about "better pricing," the 120 links you scroll past just to find the actual hotel site, and the moment it asked me to create an account before it would take my money. That's where I lost it. I picked up my card, walked out, drove four blocks, and paid more at the next place. Happily.

What we get into:

• Why "we'll give you a better price online" is a lie customers can smell
• The real cost of making people jump through hoops to pay you
• How the check-in-the-mail habit quietly delays projects and kills sales
• Appointment-only, business-hours-only, sign-up-to-leave-a-review — the friction you stopped noticing
• Why you can't spot your own barriers, and the one thing I do first on every consulting job

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📩 Keep It Simple — E-commerce
📩 We Dress Naked Windows — Window Coverings
📩 Trading Secrets — Trade
📩 Stories in Motion — Business & Life

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The VIP Card grants installers, dealers, and anyone in the trenches of the window covering industry direct, flexible access to seasoned guidance for installation questions, troubleshooting, and tips—without fear of judgment or feeling “stupid.”

Roger was inspired by his own experience with a virtual assistant who enabled him to buy time in advance rather than paying per task. He adapted this concept to the window coverings trade, creating a practical, supportive service for the community.

VIP Card - How It Works

• Buy Time in Advance: Choose from packages (1 hour to 25 hours) that can be redeemed for troubleshooting, Q&A, and expert advice throughout a year.
• Regular Updates: Users receive ongoing statements showing hours used and balance remaining.
• No Stupid Questions: The service is a judgment-free space for professionals looking to learn and solve problems efficiently.
• Package Options & Expiry
  Bronze: 1 hour, 9-month expiry
  Silver: 5 hours, 12-month expiry
  Gold: 10 hours, 15-month expiry
  Platinum: 25 hours, 24-month expiry
• The bigger the package, the better the savings. This tiered approach gives flexibility for different business sizes and needs.

Who Should Use It?

Window treatment installers
Dealers and retail owners
Interior designers new to the trade
Anyone who wants on-demand help and professional confidence

Key Benefits

- Affordable, on-demand expert advice from an industry veteran
- Encourages continuous learning and skill development
- Frees pros from hesitation and fear of “stupid” questions
- Strengthens professional confidence and business results

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📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

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Kicking off 2022, Roger Magalhães, founder of Shades In Place and Trading Up Consulting, challenges window treatment installers, dealers, and industry professionals to seriously invest in a fast-growing industry trend: motorization and home automation.

Roger explains how home integration—smart locks, thermostats, and now motorized window coverings—has rapidly expanded since 2006, exploding in popularity and becoming a major force in sales, convenience, and safety.

However, many dealers and decorators remain hesitant to embrace automation due to lack of confidence or knowledge.

Key Discussion Points

• Motorization Boom: Window treatment motorization is no longer a luxury—it’s now a must-have for tech-savvy homeowners. Everything—from locks to lights to shades—is becoming connected.
• Knowledge Is Power: Fear and uncertainty are stopping dealers, fabricators, and installers from embracing these profitable installation jobs. If you avoid the trend, you’re leaving money on the table!
• 2022 Goal: Make a commitment to educate yourself. Join Facebook groups, follow industry leaders, ask your reps about new options, and connect with innovative brands.
• Networking & Support: Build relationships within the industry, share experiences, and unite to conquer the learning curve.
  
  Home automation is the future—embrace it or risk being left behind.
  Ongoing education and networking are game changers. Don’t walk away from lucrative jobs simply because you’re not familiar with the technology.
  Make professional learning a core focus for your business in 2022 and beyond.

  
  2022 is your year to level up. Get comfortable with automation. Invest in learning. Reach out to your peers and industry leaders. The demand for smart, motorized window treatments isn’t going away—will you be prepared to meet it?

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📩 Keep It Simple - E-commerce
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📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

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Send Us Your Questions & Feedback!

Episode Overview:

Welcome back to the Trading Secrets Podcast, now a proud part of “No Strings Attached – Untangling Conversations About Shady Topics.” In this practical and eye-opening episode, Roger Magalhaes explores the often-overlooked subject of insurance for window treatment installers. You'll learn not just why insurance matters, but how it has saved trade professionals in real-world scenarios and how it can give you long-lasting peace of mind.

Key Discussion Points

• Why Insurance Matters: Most of us don’t love paying those premiums, but when the unexpected happens, you’re grateful you’re covered.
• Real-Life Examples: Roger shares stories from his own career where insurance made the difference between a big headache and a quick fix.
• Rest-Easy Mindset: The peace of mind that comes from knowing you and your business are protected is truly priceless.
• Cost Vs. Value: Roger admits that adding up all the money spent on premiums can be shocking, but when trouble hits, you know you made the right choice.

Actionable Takeaways

• Understand what types of insurance every window covering professional should consider.
• Learn how to navigate the most common insurance scenarios in the field.
• Gain practical tips on staying protected and minimizing business risk.
• Special Mentions: This episode is sponsored by WCAA – the Window Coverings Association of America. Their mission: provide education, networking, ethics, and work for the industry’s betterment.

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Blogs:

📩 Keep It Simple - E-commerce
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📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

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In this essential episode of the Trading Secrets series, Roger Magalhães draws on over two decades in the window covering industry to illuminate the most common and costly mistakes window treatment dealers make.

He breaks down a recent installation project that resulted in an unhappy client, installer, and dealer, using it as a real-world case study to deliver actionable lessons.

Roger’s advice is grounded in practical experience, aiming to help industry professionals improve service, avoid frustration, and earn more five-star reviews.

He shares three avoidable mistakes dealers frequently commit and provides direct suggestions for preventing them—ensuring more happy clients, happy installers, and thriving businesses.

• Real installation case study: Hear what went wrong in a job that led to dissatisfaction on all sides.
• Three avoidable mistakes: (1) Miscommunication or lack of communication, (2) Failure to set clear client expectations & (3) Neglecting teamwork and collaboration among client, installer, and dealer
• How to prevent these mistakes: (1) Improve internal and external communication. (2) Clearly outline project expectations with all parties. (3) Foster a culture of teamwork and open feedback
• Industry relevance: These issues affect all window treatment companies striving to provide the best client experience.
• The host’s perspective: Roger’s years as installer, trainer, speaker, and entrepreneur provide insight you won’t find in generic advice.

Who Should Listen

- Window covering dealers and installers
- Interior designers and home improvement professionals
- Anyone seeking inside knowledge to elevate their customer service and business reputation in the window coverings niche

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Blogs:

📩 Keep It Simple - E-commerce
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📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

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In this essential episode, Roger Magalhães, founder of Shades In Place and Trading Up Consulting, discusses the inspiration, purpose, and content of the Installation Start Up Course, tailored specifically for window treatment installers.

Roger shares his personal career journey, highlighting how he was once skeptical about the field but has since witnessed its vast growth and potential for newcomers and career-changers alike.

He invites industry professionals and those looking for an exciting, hands-on career path to learn more about this rarely-discussed yet critical trade.

Key Topics & Takeaways

• Why this course was created: Many people are unfamiliar with window treatment installation as a rewarding, skilled trade and viable career path. Roger’s own skepticism as a newcomer becomes a lesson for those looking for job security and growth.
• Industry growth: The window treatment sector is expanding rapidly, offering more opportunities than ever for installers, dealers, and those new to the field.
• Course content highlights: The Installation Start Up Course covers essential knowledge, fundamental skills, and industry best practices. It’s designed to be affordable and accessible—even for those just entering the market or considering a new trade.
• Learning from an expert: Roger distills 15+ years of in-the-field experience into this masterclass, sharing tips, real-world insights, and must-have strategies for beginning—and excelling—in window treatment installation.
• A community-driven initiative: Supported by WCAA, the course and podcast foster a sense of professionalism, mentorship, and continuing education in the industry.

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

Social Media:

IG * FB * LI * YT * WEB * Email