Most HVAC companies are paying six figures for software and barely scratching the surface of what it can do. In this episode, Wes sits down with Sheena Palacios, founder of NIFT and a 21-year trades veteran, to talk about what it actually means to optimize a field service operation — from ServiceTitan setup and price book configuration to the silent revenue leaks most owners never see coming. Sheena breaks down why technician communication is the real silent killer in field ops, what separates average contractors from elite ones, and why the gap between what you think is happening in the field and what's actually happening is costing you more than you realize. If you're running a field service business and you want to get more out of your software, your team, and your membership program, this one's worth the full watch.
