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A live weekly conversation for payroll bureau owners who want more clients, a stronger brand, and a business that’s worth something when it’s time to sell.
Payrollin' Podcast
Be part of the community and conversations moving the payroll industry forward.
Payrollin' Podcast
Be part of the community and conversations moving the payroll industry forward.
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Latest Episodes
Payrollin’
The nationals are coming for your clients. Consolidation is crushing margins. And if you’re not keeping up with the latest in the payroll and HR industry, you’re going to get left behind.
Welcome to Payrollin’. The no-BS podcast for independent payroll bureau owners and leaders who are done getting squeezed by ADP, Paychex, and the private equity machines swallowing up the industry.
Hosted by Matt Vaadi, founder of guHRoo (a PEO) and Outsourced Scale (offshore staffing for payroll providers), this show delivers the strategies you need to survive — and thrive — while the middle collapses around you.
Every week, you’ll get:
→ Industry intel on the billion-dollar deals reshaping payroll
→ Proven tactics to scale past the 7-figure barrier
→ Real talk on margins, pricing, and profitability
→ Strategies to compete without killing your bottom line
→ Guests who’ve sold, scaled, or disrupted the status quo
Whether you’re fighting margin compression, exploring industry partnerships, or figuring out how to scale without sacrificing service, this podcast cuts through the corporate speak and gives you actionable pathways forward.
Because if you’re not specializing in a niche or adding serious value beyond commoditized payroll, you’re racing to the bottom.
Subscribe to Payrollin’ and join 1,000+ payroll industry professionals who get the Wednesday newsletter breaking down what’s happening in the industry — and what it means for your business.
I’ve Sold Payroll for 20 Years. Here’s What I’d Change.
Join the show live every Thursday for a conversation you can’t find anywhere else: https://grow.payrollinpodcast.com/
If you’re still selling payroll the same way you did years ago, this episode might completely change your approach.
After nearly 20 years of leading with the highest-priced solution and working backward, Matt challenges one of his longest-held sales habits and explains why the better strategy isn’t starting high or low. It’s about changing the game entirely.
In this episode, you’ll learn:
Why selling season starts in August, not January
The biggest mistake payroll and PEO sales teams make
How to stop competing on features and price
Why narrowing 50,000 prospects to just 400 can produce better results
The 7-touch rule that helps buyers make a decision
The ELF Framework for choosing your ideal clients
Why profiling calls outperform traditional cold calls
How to prepare your sales pipeline before the January buying season
Whether you’re in payroll, PEO, HR, HCM, ASO, or B2B sales, these practical strategies will help you build a more focused pipeline, create better conversations, and win more business during the selling season.
⏰ *TIMESTAMPS:*
00:00 The Payroll Sales Habit I Finally Broke
01:13 Why Selling Season Starts Now
02:04 Don’t Sell Everything to Everyone
02:50 The “Big Domino” That Closes More Deals
05:10 Stop Fighting ADP on Their Terms
05:50 The ELF Framework Explained
07:43 Why We Ignore Most Prospects
07:46 How We Narrow 50,000 Contacts to 400
09:00 My Favorite Low-Pressure Sales Call
10:40 Warm Prospects Before You Pitch
11:45 August Is When January Deals Are Won
12:23 Engineer Your Selling Season
12:48 Final Thoughts
Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed)
→ https://www.payrollinpodcast.com/
🎯 THIS WEEK’S RESOURCE:💡Take your payroll company to the next level. Get expert strategies for rapid growth!
https://go.guhroo.co/payroll-company-growth
💡 SCALE YOUR BUREAU WITH OUR HELP:
1️⃣ Add PEO Services – New revenue stream without new clients
→ Learn more: https://www.guhroo.co/partners/
2️⃣ Hire Virtual Assistants – Scale operations at 70% less cost
→ https://www.outsourcedscale.com/
3️⃣ Marketing That Works – Get the system we use
→ https://underdogdigital.co/
🔔 SUBSCRIBE for weekly payroll growth strategies:
→ Hit the bell to never miss an episode
💬 CONNECT WITH MATT:
LinkedIn: https://www.linkedin.com/in/mattvaadi
Facebook Group: https://www.facebook.com/groups/payrollinnovation
information
#payroll #payrollservices #bureauowner
When does the payroll selling season start?
How do payroll companies get clients?
How do you sell HR services?
How do you get payroll clients?
How do you prospect for payroll?
How do you build a payroll sales pipeline?
How do you sell payroll without competing on price?
Should you lead with payroll or PEO?
How do you prepare for January payroll sales?
How do you find payroll prospects?
What is a profiling call?
How do you qualify payroll prospects?
How do you niche your payroll business?
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About Payrollin'
Welcome to the Payrollin’ Podcast – the podcast for payroll owners and CPAs who aren’t afraid to talk shop, drop some knowledge, and have a little fun along the way. Hosted by Matt Vaadi, the man behind guHRoo, this show is all about delivering straight talk and no-nonsense insights from a community of payroll pros. Get ready for candid conversations with industry game-changers, where we tackle everything from compliance headaches to the latest payroll trends that could change the game for your business. If you’re tired of the same old boring payroll advice, you’re in the right place. Tune in for the kind of expert tips and real talk that’ll leave you smarter, faster, and maybe even laughing along the way. Let’s get real about payroll – it’s time to Payrollin’.
Sponsors
guHRoo
guHRoo is a South Carolina-based Professional Employer Organization (PEO) that empowers small businesses with Fortune 500-level benefits, streamlined HR, and payroll solutions—all backed by real humans who answer the phone. Their “high-tech, high-touch” approach combines intuitive software with personalized support, helping businesses save time, reduce costs, and stay compliant.
