Ep 309 - Replay - Secrets For Electricians Only (Special Episode)

Transcript

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our guests today are clay newmeyer and joseph sales bot lukini.

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They are two master electricians with a business addiction.

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Too many fail in their small business and they are not going to rest until they change the game.

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So they host a podcast and they do a lot of facebook live videos and coaching as well.

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But we're looking forward to a great conversation with them.

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Welcome to the show, gentlemen.

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Thank you very much.

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I appreciate that.

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Hey, hey, thanks for the intro.

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Yeah, good to talk to you guys, it's.

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We took the opportunity to catch up a little bit before coming on the show as we were figuring out some microphone stuff and we got to know that Clay is in Vancouver, right.

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Way up north, northwest and yeah, way up north, and Joseph is in New York.

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I didn't know what city.

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You said the city, but I didn't know where that was.

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Where's that?

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at Joseph.

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Yeah, I'm actually.

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I'm in New Windsor, new York, so pretty much you can assume that we are Orange County.

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That means we're not in the city.

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Surprisingly, everyone seems to think when you think New York, they think, oh, you're in the city.

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Which borough Like?

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Nope, we're in the cow country part.

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Yeah, a common misconception with New York, it's pretty much just one city.

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Yeah, it's just one city, and everything else is just not city, right?

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That's right.

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Yeah Well, welcome to the show, fellas.

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We're excited to have you on and I know that both of you are well acquainted with the social space and you're doing good things with your groups and everything around them called electricpreneurs.

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So why don't we start there?

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Talk a little bit about that, and then also how you even got into the whole electrical side of the home services business to begin with.

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Awesome, Clay.

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If you mind, we kind of like answer it together.

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I was going to say I'd love to talk about why we're here and then, Clay, do you mind describing what we do?

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Yeah, man, I mean, you want me to get you started here.

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Here we go For electricians by electricians.

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Oh my God, why is there such a shortage on resources for electricians?

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Ok, Joseph, you're in buddy, Awesome.

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Love this guy.

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So the thing is is that when when we started off off I've been an electrician since I was 14 years old I remember I started really trying to get into business and learn a little bit more right around 2011, 2012.

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And at the time there really weren't a lot of resources to learn.

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I remember I was desperate to learn and I've got my own stories and in my interview you guys can hear more about that.

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So the why I struggled learning so much but the problem was there just weren't out there.

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The trainers were not available and the closest I could find was like the generalist HVAC plumbing coaches that also touched on electric, and I invested everything I could into that.

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But what I realized now, years later, is that in order to develop and really really train on good quality electrical training, you have to be able to speak the language.

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So the difference between us and some of the people in the past is that Clay and I are both licensed master electricians.

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We both ran businesses.

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We both had to be out and doing things.

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I know I could put Clay in front of the PLC and he can do amazing jobs.

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I know I could put me in front of any residential situation and I'd be able to clean it up and get it done.

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But because of those reasons, I feel that that qualifies us to speak to that demographic.

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Yeah, for sure.

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There's a great story that, joseph, you told me before, and that was, you know, having being someone you know skip ahead who has done some coaching with plumbing and HVAC models as well.

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When you get multi-trades in the same room and try to support them at the same time, we're always disengaging someone.

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Yeah, and that's unfortunately way too common.

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You know, like one of those situations where some people will say, well, this applies with electric too, and it's like the concept of, well, if you can sell a condenser or if you can communicate why a nanowire needs to be changed, you can communicate why a customer needs to have their aluminum wire taken out.

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But it goes so much more in depth to that.

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There's a lot of subtleties that require someone to understand.

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Like a lot of subtleties that require someone to understand.

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A lot of times you could think to yourself just a basic example Take a call that an electrician would struggle with, where they'd say well, that's great if the customer at home has aluminum wiring, but what if I show up and they just got a tripped GFI?

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It would require an electrician with a deep understanding of home wiring to be able to say you know what?

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Yeah, you could just do this.

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Or why not consider localizing that so that GFI is not tripping multiple things?

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Why not install a quad bot?

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Why not install USB protected points?

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Why not install search protected points?

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Why not diagnose how it's wired based on our knowledge of it?

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So long spiel.

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Trying to wrap short.

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You need to be an electrician, or have a strong understanding, strong, strong understanding of electrical systems and how to communicate those with customers, if you're ever going to be able to rise above your competitors.

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Okay, so you're taking the specialist approach.

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You know you're the nanosurgeon, as opposed to just a general medical Before we get into surgery here, buddy.

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Let me just say, as a guy who stands up Wednesday mornings, and at least every Wednesday morning, and trains plumbers, HVAC techs and electricians at the same time, that, uh, what he said about you're always losing somebody is like dead on, like trying trying to conduct a meeting on presentation selling when you get products specific for all three teams at the same time.

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It can be, it can be tricky, no doubt about it doubt about it.

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I got to say I appreciate that and in every way, looking up to you guys, I think you guys do an amazing job for what I've seen, so I appreciate all your efforts and you guys showing up to help everyone out there listening as well.

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Yeah, thanks, buddy, and we try to make everything as general as possible.

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So let's just talk about selling, but when it's time to talk specific products, you have to talk.

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You have to be trade specific.

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You almost have to A hundred percent there is no there is no.

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You can sell a tankless water heater.

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Therefore you can sell.

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You can sell an upgraded panel Like you have to train each one individually.

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And I will say, reason we brought electricians on here onto the show in the first place was like we just found it impossible to get a trainer in here who was electric specific.

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So we brought someone in who said they could do all three and did all three and they did.

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You know, 80% HVAC and 15% plumbing and maybe 5% electrical.

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Maybe it was not, maybe it was not.

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And uh, as as we kind of as I combed through the trades, I found that there are very, very few resources for electricians specific.

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There are very few for plumbing, but there are a lot more for plumbing than there are for electrical, and I think it's a prime market for something like the electric manure podcast and training that you guys do and for anyone who wants to get into a new wing of training.

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That's kind of unexplored right now.

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It's the residential electric aspect.

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There's just not a ton of good resources out there for it yet.

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I mean, there's good presentation training across the trades, but when you get into specific for products and stuff like that, it's not a whole lot.

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And one thing that I love that you said thank you.

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Yeah, we appreciate that as well.

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Hey, you had mentioned something that really stood out and that was in the residential market, and I feel like you're a thousand percent correct on that.

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Because when you're going into home it's operating very, very differently than when you're going into a commercial setting.

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Because when you go into a home as an electrician, we have an obligation as a professional not just to solve the problem.

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We're not repair people where we're just going in to be like, oh, I'm just going to make it keep working.

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We have to look at this and say, not only am I going in to fix the problem, but I'm also, at the same time, trying to solve an emotional pain point the customer has.

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Because with HVAC and plumbing, when something's not working, it's going to be 87 degrees in New York this week.

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I know for a fact that there are going to be people who are going to say I need my AC working.

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This is too uncomfortable, I don't want to deal with it.

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But if you have a countertop outlet go bad, or a room that you never really use doesn't have light, you can delay that for a long period of time.

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So what we specialize in?

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In not only understanding the what and the why, but now learning how can we communicate that so the customer doesn't feel overwhelmed, so that they feel heard and then also that they can understand the value that we're really trying to bring to the table.

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Does that make sense?

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For sure, guys, and before we get too far, I'd like to understand a little bit about how you got into the trades yourself.

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What is your, your personal story of how you started stripping wires?

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Sure, I would say uh sure, Clay, do you want to take it first?

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Do you want me to go first?

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What would you rather do?

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I don't know.

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You know what we just did, uh, my interview, my personal interview on our show, uh, last week, and it aired uh.

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So you know what I'll give you.

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The 10-second tidy journey for me was, honestly, I just I think young age faced a lot of adversity, rather, and then I just wanted things my way, I just wanted to work for myself.

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So as an 18, 19-year-old, I started my first company.

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It wasn't electrical, it was concrete, and I didn't realize at the time the skills I was developing and really the tenacity that we put forth.

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But I was going door to door selling driveways for $5,000 to $10,000 a pop and we just canvassed entire blocks of neighborhoods and we just made it work, me and a buddy of mine and then took on a big project a couple years later, a massive $44 million municipal project, and lost my shirt in so many ways.

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But I paid my staff and absorbed that debt to the government instead of bankruptcy, instead of writing stuff off.

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So I've always had good intentions and I saw this huge gap in my business and project knowledge and experience in ethical boundaries.

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I mean I shouldn't have even been awarded this foundation for this building, this development, but I was and I learned some of my best lessons in life from that failure.

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And so it's just this burning passion to fill that void and, as I did for myself in my second business, more in the project realm because the next good fortune I had was electrical came my way within a year or two after my failure and I just went straight vertical.

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I just haven't stopped, and it was everything I could do to work at the highest level for that company.

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That helped me get into this trade.

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And then it was okay, I'm an electrician, I've been running projects, doing $3 to $10 million projects.

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Then it was I'm going to get my PMT and be a project manager and fill that void.

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And it was okay, I'm going to be a master electrician.

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Then it was hey, I'm starting a company again.

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It just kept going, going, going until realizing you know what, when COVID happened, we all felt the world change.

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I was like man, I'm trading all my time out there for projects and projects are so unforgiving and there's so many people dealing with the same challenges I did with that.

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I just want to help them and so I just went full time into this, into helping other contractors, other electricians, develop their business better, understand their projects and then eventually found home service and that's what eventually attracted Joseph here, and we've been partners now for a few months in this journey eventually attracted Joseph here, and we've been partners now for a few months in this journey?

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Well, fantastic.

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What about you, Joseph?

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So my story is a little bit different.

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It's a little harder to condense, but I'm going to do my absolute best to try and make it as concise as possible.

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I started off in the trades.

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I started off as an electrician when I was 14, 15 years old Pretty much.

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I just knew up to that point in my life that I was different.

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I just knew I was different and I had a very different relationship with my family as well.

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So when I was 14, I literally went to my father and said Sir, what should I do with my life?

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And he looked me up and down and said You're going to be an electrician.

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And I literally said yes, sir, and then went to trade school and luckily, I fell in love with it.

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I absolutely fell in love with it, and the reason why I loved it so much was I thought that it was a way out for me.

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I've always struggled to communicate with people and I've always struggled in a lot of different ways because I'm actually an autistic person and I didn't realize that until I was 27, 28 years old.

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So for me, the trades was like a safe haven to get to and a way that I thought that I was going to be able to know oh, if I do this, I won't have to talk to people.

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The problem was is that I've learned to really grow in this trade.

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You have to learn how to communicate, because you can be the best electrician in the world.

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You can turn better wires than anyone else, you know the code back to your hand, you're really good at install.

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But if you can't communicate what you're doing to yourself and your team members and your clients, you're just going to continue being a very unemployed electrician.

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So I remember I started getting out at 14, 15.

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And then I ended up getting into a multi-trade company right around 2011, which was right around when Hurricane Sandy was going around and I ended up getting into generator maintenance at this company and they found that they had a knack for them.

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But I just couldn't sell.

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I could not sell for the life of me.

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I was the worst salesperson I personally have ever met.

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I couldn't close a job that was physically you could have had no power and I'd walk out without being able to sell it.

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So this company they believed in me enough that they were like hey, we'll invest in you.

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But the problem was that I was so unhappy with my life and where I was at, because I didn't know that I was autistic and I didn't know why I was so different at the time that when I found out that they were pretty much going to fire me if I didn't succeed with the sales training that they sent me to, my thought was I'm going to kill myself when I come home.

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So, to transition this into a slightly less dark conversation, clearly I'm here with you guys right now, which means that I didn't go through with it, which means that I didn't fail at it.

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I took the training that was provided to me and I dedicated my entire life to it and I perfected that process and modified that process and shifted it, grew it and made it my own until 7-8 years later I was able to consistently do $1.3 million out of my service van and I was consistently hitting an 80% close ratio on residential service calls.

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So it's like this story where I started off being the worst, worst, worst possible salesperson but through personal development, learning about who I am, learning about how to communicate, starting my own company at the age of 22, developing and correcting the process it went from, I felt comfortable to really take on and educate others on how to do it.

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Does that make sense?

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Yeah, and it's interesting that both of you have such adversity in your backgrounds I mean from different angles, but certainly overcoming a lot of odds that were stacked against you and I'm sure that that creates a good dynamic between the two of you.

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And the trades is no stranger to adverse backgrounds or upbringings and it seems to recruit, so to speak, those who have poor relationships with family and, you know, have made some poor choices in life and, so to speak, those who have poor relationships with family and you know have made some poor choices in life and so, hey, I'll go to the trades, I'll do some stuff like this.

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So as you look into, you know, the electrical side of the home services business and you consider all the people that you've done coaching with or training that you've talked to over the years, what do you see as like commonalities with that adverse background and where the trades is today?

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Is that something to to grab a hold of and say like, hey, this is going to push me farther, or is that something to have sympathy on?

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Or where do you find the adversity in the trades in terms of the current status and is where we could go with it?

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I think I have an interest in this.

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Clay, do you mind if I take a swing at it?

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Do it man, go for it.

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Awesome.

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I think I have an answer to this.

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Clay, do you mind if I take a swing at it?

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Do it man, go for it Awesome.

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So the main answer to that is 100% why Clay and I are here?

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Because, as we talked about earlier, remember, the main problem that we focused on was there are so many HVAC trainers and there are so many plumbing trainers and there are so many people who say this will work for electric, but there are very, very, very few actual electricians that are training electricians.

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I remember when I started my company, I was desperate.

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I was desperate to get advice, I was desperate to learn, because I knew that if I didn't succeed, there was nothing but an oncoming train for my future, and I mean that in a very literal sense.

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So the problem was, if you don't have people that can speak our language, we're always just going to keep feeling as the redheaded step child, and it's gotten better over time, but only in a marginable amount.

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So the reason why Clay and I are so dedicated to helping this industry is because we feel like we've almost been called to do it.

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There's no one else stepping up to the plate to specifically work with electricians, like we will literally turn down HVAC and plumbing contracts specifically to work with electricians more, and I feel like that's the direction this industry is going to be shifting to.

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And guys, can I kick a little bit of knowledge on this one, because it's something I'm, you know we're so passionate about this.

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Have you guys ever heard of Maslow's hierarchy of needs?

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Oh, yeah, right.

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So I mean we don't have a visual, but we can talk through it a little bit and I just want to say, like, what is adversity?

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What is that right Kind of the challenges we face at the bottom of Maslow's triangle, which first is your physiological needs Air, water, shelter, food, reproductive right Right.

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Then it goes safety and security is your next level, then love and connection.

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Can we all agree that adversity is likely a deficiency in those three levels of Maslow's hierarchy of needs?

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Sure, that makes sense, right?

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So then the fourth and fifth level are self-esteem and self-actualization.

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So one of the most important things to note about adversity is that people shouldn't be discounted for where they are in their value journey.

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If they're just not getting the air, water, food, shelter that they require to focus on work, that doesn't necessarily mean they're not going to be an all-star right.

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If they're not getting that safety and security, they don't have the pricing figured out yet to be able to afford a mortgage and be able to have kids, etc.

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It doesn't mean they're not going to be an all-star.

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And if they're not getting that love and connection, the stuff they need so they can go to work and feel appreciated and confident in themselves, it doesn't mean they're not going to be an all-star.

00:18:00.770 --> 00:18:16.233
So something we talked about just last week is how these all-stars and your roles and adversity in the background, I mean it's timeable If we help people with those bottom three, the basement of the hierarchy of needs we find all-stars just aren't ready in a lot of times.

00:18:16.233 --> 00:18:17.556
Does that make sense.

00:18:28.160 --> 00:18:28.961
Yeah, man, and I appreciate that perspective.

00:18:28.961 --> 00:18:32.440
You know, essentially you're saying like hey, we're willing to draft single-A, double-a, triple-a players in hopes and belief that one day they will make the pro team.

00:18:32.440 --> 00:18:35.771
And we're going to train them and coach them where they're at right now, with a desire and an emphasis to get them where they need to go 100% right.

00:18:35.832 --> 00:18:37.681
You miss 100% of the shots you don't take.

00:18:37.681 --> 00:18:38.343
Is that what they say?

00:18:38.523 --> 00:18:41.061
Wayne Gretzky, michael Scott, nice, nice.

00:18:41.502 --> 00:18:42.486
Does that answer your question?

00:18:42.486 --> 00:18:44.089
Did we round that one up?

00:18:44.290 --> 00:18:53.712
adversity- yeah, and in terms of that I agree with you totally that there is a Brian and I talked about this before but there's a significant lacking on the electrical side of things.

00:18:53.712 --> 00:19:01.423
And you know, I think for the for the most part, electrical has a lot of one man bands out there kind of rolling around, where HVAC probably has a lot more Titans.

00:19:01.423 --> 00:19:07.284
You know massive companies and things, and plumbers are somewhere in between, and so there's just a lot of um.

00:19:07.284 --> 00:19:26.949
You know smaller operations that I don't think I've quite called up to things, and so it's great to have a set of guys like you who are not only knowledgeable in the background but have a desire to see that side of the industry grow, putting your emphasis, your efforts and your concentration into podcasts and training and everything that goes with it.

00:19:26.989 --> 00:19:30.404
So kudos to you guys, I really appreciate you.

00:19:30.404 --> 00:19:34.913
Transparently, it's 100% an Ascension model, it's a value ladder.

00:19:34.913 --> 00:19:42.540
We show up live five days a week and we give action items every day an action and an all-star action.

00:19:42.540 --> 00:20:00.903
And all we ask is we're trying to get behind every windshield, every office, every headset in the gym, any electrician that can hear it can take away and take action and see a rise, see an improvement, see a benefit to it and then rise up through the ranks so those all-stars can just surface.

00:20:00.903 --> 00:20:03.551
It just comes down to that activity really For sure.

00:20:03.571 --> 00:20:14.808
So while we're talking about that, I mean, since you guys are putting yourselves out there, specific for the electricians, what are some of those things that you're looking to see people overcome?

00:20:14.808 --> 00:20:24.102
You know, maybe let's start at the bottom, like what are some of the most common problems that you see, whether it's between the ears or between you know the hands and the tools.

00:20:24.102 --> 00:20:29.063
You know what are the things that you see the electrical side of home services is struggling with right now.

00:20:29.304 --> 00:20:29.664
You know what?

00:20:29.664 --> 00:20:31.451
I'll get it started, joe, if that's all right.

00:20:31.451 --> 00:20:37.199
Yeah, yeah, We've got this diagram we use and it's this mountain that we're all trying to climb.

00:20:37.199 --> 00:20:46.826
Right, everyone's got these milestones they're looking up at, but then we've got these dark clouds overhead, and one of the first ones, and the most prevalent ones, is really what we call self-objection.

00:20:46.826 --> 00:21:05.747
And this begins to answer kind of the race to the bottom thing that happens where people come in with pricing and there's really not a lot of forethought into it, so they're underpriced, so they're not able to grow with the amount they're charging, but then when they learn the price that they should be at for a healthy service growth company, you meet a lot of self-objection.

00:21:05.747 --> 00:21:15.576
So there's a lot of change that has to happen for a lot of these contractors to really take hold and build something sustainable and great that's going to be able to create jobs and give back to a community.

00:21:17.664 --> 00:21:18.628
And that's hard to say.

00:21:18.628 --> 00:21:23.605
That's actually really really well said, clay.

00:21:23.605 --> 00:21:24.768
And can I add to that Is that all right?

00:21:24.768 --> 00:21:26.171
Please, let's go, awesome.

00:21:32.680 --> 00:21:35.169
So when I first started off, I want to say that Clay's story is literally one that I had to experience.

00:21:35.169 --> 00:21:43.842
When I started off, it was just me, a partner and a van and we were under the impression that, okay, well, I'll make $50 an hour, and you'll make $50 an hour, and the company makes $50 an hour.

00:21:43.842 --> 00:21:59.489
So we were stuck at this $150 to $165 an hour rate, thinking that that's what electricians are supposed to charge, and, as a result, we were often quoting things as we thought this is how long it should take an electrician to do these jobs, not how long it was going to take us or what our expenses were.

00:21:59.489 --> 00:22:02.400
We were just living through the thought of what someone else should be doing.

00:22:02.400 --> 00:22:07.205
But when we actually invested in training and we were like, let's try and figure this out, what are we going to do?

00:22:07.205 --> 00:22:08.509
How can we get our company right?

00:22:12.599 --> 00:22:14.766
It turned out that we needed to be somewhere around like 300, 380.

00:22:14.766 --> 00:22:27.528
And it just completely blew my mind because I was told I needed to get there, but the ways of getting there wasn't clear because it was through the lens and through the means of an HVAC and a plumbing company and we were electricians.

00:22:27.528 --> 00:22:33.289
So we could listen and we could try to extrapolate that information, but it wouldn't translate fully.

00:22:33.289 --> 00:22:47.294
So that's why it took so long to actually see success, and where our focus is going to be is we've had to walk there and because we've had to walk those paths, we shouldn't let our clients take 7, 8, 10 years to figure it out.

00:22:47.294 --> 00:22:50.670
We want them to figure it out within the first year, not the first few months.

00:22:50.670 --> 00:22:53.670
So that's why it's so important that we have to talk about these kind of things.

00:22:53.980 --> 00:22:54.943
Yeah, and there's actually.

00:22:54.943 --> 00:22:56.169
There's really a couple answers.

00:22:56.169 --> 00:22:57.645
A great question, by the way, right.

00:22:57.645 --> 00:22:58.522
The next one.

00:22:58.522 --> 00:23:01.846
I would say we hear this often Well, I saw that script.

00:23:01.846 --> 00:23:14.484
You guys gave me the front door script, right, I know what you want me to say when I take that call, but that won't work down here in Texas.

00:23:14.484 --> 00:23:19.144
That won't work here because and so there's this I think we tend to generalize and look at serving a community instead of embracing that.

00:23:19.144 --> 00:23:21.971
It's human psychology and this stuff's not brand new guys.

00:23:21.971 --> 00:23:30.323
There's going to be a lot of crossover content between our process and your process, and so the same applies to human psychology.

00:23:30.323 --> 00:23:34.310
We've got to recognize that we're serving the person, not the community, in that sense.

00:23:35.071 --> 00:23:44.778
That's a good perspective, and certainly it plays into your pricing as well, because your pricing shouldn't necessarily be reflective of what the market can bear, so to speak.

00:23:44.778 --> 00:23:52.482
It should be reflective of what it takes to operate your business, and you know that needs to be, whatever it is, wherever you live in the country 100% agree.

00:23:52.644 --> 00:23:53.287
Couldn't agree more.

00:23:53.287 --> 00:23:57.807
And lastly, I would say for electricians, honestly, we're all a little.

00:23:57.807 --> 00:24:01.013
I could say this I'm an electrician, we're all a little socially inept, right?

00:24:01.013 --> 00:24:09.464
We all love that codebook so much, we all love our tech so much and we love our tech terminology so much that we can lose our customers in that.

00:24:09.464 --> 00:24:12.107
And that's probably one of the other biggest takeaways Clay.

00:24:12.127 --> 00:24:13.128
Can I add to that for a moment?

00:24:13.128 --> 00:24:16.913
I think you'd better Thank you Literally in that circumstance.

00:24:16.913 --> 00:24:21.221
That sums up electricians to a T and Brian and Nate.

00:24:21.240 --> 00:24:26.007
I'd like to add that so many electricians use a dangerous word, and that word is to code.

00:24:26.007 --> 00:24:40.090
We describe things as code when we're describing things to people who have no idea what that even means and the code isn't in place to make sure that the customer is getting a system perfectly designed for them.

00:24:40.090 --> 00:24:42.642
The code just means that at a bare minimum level, it's not going to burn their house to the ground.

00:24:42.642 --> 00:24:50.691
So instead of saying things to code, we always reflect it as to safety standard or to modern safety standards.

00:24:50.691 --> 00:25:07.345
So getting the electrician to shift their focus away from what does this book tell me that I have to do and instead, translating it to how does my knowledge of this book allow me to serve the client's emotional and physical needs at the highest and most professional level?

00:25:07.345 --> 00:25:16.223
If you were going to sum up what we do, I'd say that is a very good way of describing it Interesting that you bring that up because earlier one of you had mentioned the idea of self-objection, right?

00:25:16.263 --> 00:25:31.367
So the concept of not believing in yourself, of having a very low self-esteem, you know, being beat down by, whether it's you know, somebody in your family and your upbringing, or by its customers, day after day after day, or just a generic like hey, you know, oh, you're an electrician, okay, cool.

00:25:31.848 --> 00:25:37.075
So moving on, you know it's this reputation that there is no value there or very little.

00:25:37.194 --> 00:25:55.711
And I think you know people like you guys and in our podcast and a lot of the industry is trying to turn that around and instill the inherent belief that there is value in what is done in the field by people with their hands and the knowledge and, in addition, the communication that goes with it, like you guys had to learn and overcome in your own stories.

00:25:55.711 --> 00:25:57.601
But that's a long journey.

00:25:57.601 --> 00:26:05.968
It doesn't take, you know, just a few days for an entire industry to shift their mindset to believing that there is worth and value in what we do, right.

00:26:05.968 --> 00:26:15.808
And so, as you guys like, look into that and whether it's, you know, I'm a code book junkie, or whether you know you're autistic, or whether you're just like an introvert type of thing.

00:26:15.808 --> 00:26:33.133
What are some of the strategies or encouragements that you can give out there to the electricians or anybody really, to say, guys, you're worth it, there's value in what you do, there's value in what you know, and you need to bring yourself and act yourself accordingly when it comes to dealing with homes and homeowners.

00:26:34.102 --> 00:26:34.945
I got a great story.

00:26:34.945 --> 00:26:36.463
Okay, we both got it.

00:26:36.463 --> 00:26:39.785
Take it away, all right, put it on the tee.

00:26:39.785 --> 00:26:46.471
I'm going to crush it, okay, One of the best stories I've had for this, because what you focus on grows, right.

00:26:46.519 --> 00:26:49.967
We learned that when we're driving a car, you ever learn to pee or snowboard.

00:26:49.967 --> 00:26:51.681
They don't look at the trees, why?

00:26:51.681 --> 00:26:53.284
Because that's where you end up, right?

00:26:53.284 --> 00:26:55.087
So that's self-objection.

00:26:55.087 --> 00:27:04.482
To give you a real example, when you're at the door with your new rate going okay, on one hand, I know this is my sustainable growth rate, but on the other hand, how are they actually going to buy this?

00:27:04.482 --> 00:27:06.546
How are they going to perceive this when I present?

00:27:06.546 --> 00:27:08.689
Oh my God, I hope they don't think it's too much.

00:27:08.689 --> 00:27:09.951
Will they think it's too much?

00:27:09.951 --> 00:27:13.576
All those thoughts are clouding your best service, right?

00:27:13.576 --> 00:27:21.048
So filling your head with the good stuff is what's needed here, that you are worth it and we add value to those situations, right.

00:27:21.048 --> 00:27:26.732
By understanding people, we can be very specific in what we're offering them and their needs at the time.

00:27:26.920 --> 00:27:31.592
So let me give you an example of this little story from a past client that we worked with last year a bit.

00:27:31.592 --> 00:27:39.505
He said to me one day Clay, this makes me feel stealthy.

00:27:39.505 --> 00:27:43.039
And we were talking about options and inspecting other things while you're in the house basic inspections and I said, okay, let's go to the whiteboard.

00:27:43.039 --> 00:27:50.586
And so what we did is we did a count of all his hours in electrical and it worked out to like 45,000 hours invested in the trade.

00:27:50.586 --> 00:28:00.645
Guy is a guru Friends call him for code advice Yet he's being defeated by his own dark cloud when he gets to the door trying to do the right thing with all this knowledge and experience.

00:28:00.645 --> 00:28:03.586
So on the flip side, I said okay, now we're still on the whiteboard here.

00:28:03.586 --> 00:28:05.046
I drew a line across the whiteboard.

00:28:05.046 --> 00:28:07.347
Now let's count all your sales experience.

00:28:07.347 --> 00:28:09.364
And he goes what sales experience?

00:28:09.364 --> 00:28:11.388
What sales training, what sales schooling?

00:28:11.388 --> 00:28:12.632
It was a big fat zero.

00:28:18.700 --> 00:28:23.611
So it's interesting that we show up feeling salesy and having these self-objections while never actually having any sales training in the background anyway.

00:28:23.611 --> 00:28:35.387
And so the idea becomes you're a master electrician and you're falling short of the right thing to do because of this fear, false evidence appearing real, the acronym that you're going to come off salesy.

00:28:35.387 --> 00:28:48.864
So here's what I say is salesy If a customer calls you to replace a bathroom exhaust fan and that's all that you do, knowing damn well that an electrician hasn't been in that house for years and won't be again for years.

00:28:48.864 --> 00:28:50.490
That's freaking salesy man.

00:28:50.490 --> 00:28:54.430
Get in, solve one problem, get the money get out.

00:28:54.430 --> 00:28:56.964
I've never heard anything more salesy in my life.

00:28:56.964 --> 00:28:59.290
So that's the big problem here.

00:28:59.290 --> 00:29:00.843
Joseph, can I tee you back up?

00:29:00.843 --> 00:29:01.525
You're jumping in.

00:29:01.525 --> 00:29:02.708
I love it.

00:29:02.708 --> 00:29:02.969
No.

00:29:02.989 --> 00:29:08.971
I was going to say, literally, it's hilarious how parallel you and I run at times, because I wanted to touch on that.

00:29:08.971 --> 00:29:13.321
So I'm now going to change my things and now talk about something a little bit different.

00:29:13.321 --> 00:29:22.068
But realistically, the one thing that I also see that comes into play is that the technician doesn't value their own time.

00:29:22.068 --> 00:29:35.593
They have this mental understanding, like, okay, I have all this code knowledge, but they're so worried that the customer that they're going to meet is going to shoot them down with the knowledge that there are some electrical inspectors in their own right.

00:29:35.593 --> 00:29:43.505
The thing is is that the value in which we communicate, what we're doing, needs to also always be in the customer's best interest.

00:29:43.505 --> 00:30:04.161
So what I mean by that is this you can be the best and the smartest electrician in the world, you could be this code guru, you could know everything about any kind of electrical design, but if you haven't been trained on how to communicate that value to your customer, the customer will always end up reverting to the value they originally suspected you were going to be at.

00:30:04.161 --> 00:30:17.170
So what that means is that if you go to a customer's home and they get a call, they find out there's an arc fault that's broken right, faulted arc fault circuit, and then you go to the customer and you say, yeah, you just got a bad breaker.

00:30:17.471 --> 00:30:21.955
They've got this mindset of saying, well, I don't know what an arc fault is, so that's useless.

00:30:21.955 --> 00:30:27.991
I know breaker that should be about $10 to $15 and should take about 20 minutes to change out.

00:30:27.991 --> 00:30:30.486
So what are we talking here about $75?

00:30:30.486 --> 00:30:32.791
And how many of us are charging $75 for that?

00:30:33.000 --> 00:30:42.253
But at the same time, if you can say what this thing is doing, this is a spark arresting system, or this is a spark sensing system, or this is an anti-fire system.

00:30:42.253 --> 00:30:53.491
This is a part of your system that detects whether or not you're going to have the conditions required for a spark big enough to start a fire, and it's automatically sensing to shut off prior to that happening.

00:30:53.491 --> 00:30:55.847
Would your customer not see that as more valuable?

00:30:55.847 --> 00:31:01.086
Would they not want that, especially if it was ensuring things are to modern safety standards?

00:31:01.086 --> 00:31:07.929
So to wrap up my long-winded statement and forgive me for going a little bit on it it's to say we know what we're doing.

00:31:07.929 --> 00:31:16.574
In a practical sense, our role is to communicate it in a way that a customer can easily digest it and that they can see the value as for what we're actually doing.

00:31:17.582 --> 00:31:34.893
That's so good, joseph, and we're totally in agreement with you here, man, because there's so much of whatever it is in the home services industry that is weekend warrior type stuff the flapper, the replacing one receptacle type of stuff.

00:31:34.953 --> 00:31:44.867
Like you know, lots of people can or try to do those types of things, and so it creates this perception that, oh, what you're doing isn't really all that much harder.

00:31:44.867 --> 00:32:06.484
It might just be one additional thing I could probably YouTube it or something like that and figure my way through it and so what you're trying to bring in is all your experience and tailor make it with communication to help the client understand that this is far and above beyond what the normal weekend warrior Harry homeowner should be worrying about, focused on capable of doing.

00:32:06.484 --> 00:32:10.481
In addition to the fact that, have you considered this, have you considered that?

00:32:10.481 --> 00:32:11.705
Have you thought about this?

00:32:11.705 --> 00:32:13.951
Were you thinking about this or that?

00:32:13.951 --> 00:32:28.381
And all these other things that make your value proposition as a master, electrician or journeyman or wherever you are, a professional makes your value proposition so much more worthwhile in the home, and that's what the communication element of it is right.

00:32:28.381 --> 00:32:33.409
Otherwise, you are just this guy in a corner that has tons of knowledge but no way of applying it.

00:32:33.729 --> 00:32:54.048
Exactly and, if we can, if I can dig into this a little bit more, it's one of those circumstances where we find that the average electrician, when they come to us and say, well, I don't know how you can create value for this, it often is on these quote, unquote small calls Like they'll say well, I've got a ceiling fan and the ceiling fan is just in the box.

00:32:54.048 --> 00:32:58.887
They got it from Home Depot, it's right there, it's waiting for me, and they've already got an existing ceiling fan.

00:32:58.887 --> 00:33:01.429
How can I possibly create value for this?

00:33:01.429 --> 00:33:03.488
They're going to expect it to be done for $300.

00:33:03.488 --> 00:33:08.210
But then you look at the installation and say, okay, now is it truly perfect, right?

00:33:13.140 --> 00:33:16.320
I see a remote that's on the wall, which means that right now that fan has to usually be controlled If there's no switch and there's just a remote.

00:33:16.244 --> 00:33:17.640
You're talking about a constant hot situation.

00:33:17.901 --> 00:33:22.561
And does that mean that if that relay that's controlling the remote were to fail?

00:33:22.983 --> 00:33:31.886
Now this customer is stuck walking through their room in the dark trying to find the remote If for some reason they forgot to put it by the front door or by the door that leads to the room.

00:33:31.886 --> 00:33:47.781
So would it not be more valuable to the customer to be able to say I recognize that you want me to do this and I have options to do it the way that you originally suggested, but would it be wrong of me to suggest other ways that can make you safer, more comfortable and get more enjoyment out of this?

00:33:47.781 --> 00:34:03.847
Would I be wrong to do so and simply just opening that form of the conversation, you'll find that customers are going to say oh, I, actually I can't blame you and yeah, you know what it does suck when I know one of my kids takes the remote or the remote battery dies or I forget to move it somewhere else.

00:34:03.847 --> 00:34:05.556
Yeah, I would want to hear about that.

00:34:05.556 --> 00:34:12.653
And now you have the opportunity to explain that in a way that's not only professional, ethical, but effectively in your way of communication.

00:34:12.980 --> 00:34:13.420
I love that.

00:34:13.420 --> 00:34:24.802
And, clay, a minute ago you had talked about one of the worst examples of salesiness is somebody going in and fixing a singular problem without considering anything else.

00:34:24.802 --> 00:34:26.867
So let's get down to brass tacks on this thing.

00:34:26.867 --> 00:34:36.153
Okay, so it's not uncommon for an electrician to be called out because a singular receptacle isn't working somewhere in the house or a single switch isn't working somewhere in the house.

00:34:36.153 --> 00:34:49.030
How exactly am I supposed to connect with a client about this one receptacle that's not working and somehow get the whole way through the rest of the house to have a more holistic conversation without tripping all over myself?

00:34:49.030 --> 00:34:50.867
What does that look like or sound like?

00:34:51.159 --> 00:34:53.574
Yeah for sure, and this one's going to be a team answer too.

00:34:53.574 --> 00:35:07.322
We're going right down a really important corridor here and just to add to what I said before too, with that fear, that false evidence appearing real, that self-objection cloud, it's so important to visualize this correctly, as you're going to it right.

00:35:07.322 --> 00:35:11.824
Don't look for the objection, just eliminate objections by being a friend.

00:35:11.824 --> 00:35:27.697
Get your expertise out front by being a friend, and if you picture, instead of this being a new client that you've never met before, but an old friend who I'm going to serve at the highest level I've heard Joseph use this example before and I absolutely love it If you're going to your best friend's house, are you not going to show them all the potential?

00:35:56.139 --> 00:36:06.943
no-transcript, you know, because they don't want to have that conversation with their friend about extra money and extra this, that and whatever.

00:36:06.943 --> 00:36:13.831
And then other parts of the industry are all about like hey, man, like before we do this, let's consider three other points before we got there.

00:36:14.092 --> 00:36:16.556
A hundred percent, and I can appreciate that side too.

00:36:16.556 --> 00:36:18.143
So let me give this a little more context.

00:36:18.143 --> 00:36:39.130
For me, I think that the value in this exercise is saying blinders on, I'm going to serve this person 110% If this is my best friend and they're a carpenter and an electrician or they're a dentist or any other profession and they just don't know what they don't know, and we're going to transition to our process and give you guys some goods with this too.

00:36:39.130 --> 00:36:43.711
But, given that context, I personally love educating people.

00:36:43.711 --> 00:36:47.331
I love being a part of that and getting to be the hero of the day.

00:36:47.331 --> 00:36:51.447
And so if I'm going to serve 110% this person, no one else.

00:36:51.447 --> 00:36:52.550
Phone on vibrate.

00:36:52.550 --> 00:37:00.572
This is the only client in front of me and I want to show them all the gifts that I have to give and let them make the choices on what sits and what doesn't.

00:37:00.572 --> 00:37:08.835
But I'll tag Joseph in a bit on this too, because as we go in as part of our process, we're not going to the location of that fault first, are we Joseph?

00:37:09.440 --> 00:37:10.762
No, we are not.

00:37:10.762 --> 00:37:11.523
And Clay talk about a setup.

00:37:11.523 --> 00:37:11.724
I love it.

00:37:11.724 --> 00:37:12.244
Fault first, are we, joe?

00:37:12.244 --> 00:37:12.545
No, we are not.

00:37:12.545 --> 00:37:14.307
And Clay talk about a setup.

00:37:14.307 --> 00:37:14.568
I love it.

00:37:14.568 --> 00:37:24.762
So we designed the sales process not as a sales process but as a service process To serve the customer at the highest level.

00:37:24.782 --> 00:37:27.309
We need to bypass the objections that they're going to try to give and solve them before they even come up.

00:37:27.309 --> 00:37:32.771
So sometimes what people will say is well, I go to the area of the fault and I see it's one bad outlet.

00:37:32.771 --> 00:37:41.913
And then I reset the outlet and the microwave come back on and everyone's happy now, like, ok, well, did you take the time to check and see what's feeding that counterpoint?

00:37:41.913 --> 00:37:45.811
So the first area that we go to is we actually are going to see the panel.

00:37:45.811 --> 00:37:57.224
The very first thing we're going to see is that and the justification isn't that we're going to try and sell them things, the justification is for our safety and for theirs.

00:37:57.224 --> 00:38:03.027
The first point we're going to have to look at is to ensure that we have to make sure all your emergency shutoffs and safety disconnects are in place and they're functional Before we can touch anything electrical.

00:38:03.027 --> 00:38:07.864
I've got to make sure that if there is an emergency, I at least know which direction to run to to turn something off.

00:38:07.864 --> 00:38:10.367
Can you blame me for wanting to do that for you and your family?

00:38:10.367 --> 00:38:11.829
Very rarely will they say no.

00:38:12.090 --> 00:38:18.925
Now, while you're walking to the panel, we're going to be asking the customer questions like why is it that you feel it needs to be done?

00:38:18.925 --> 00:38:20.188
Who found the problem?

00:38:20.188 --> 00:38:21.391
What did they say?

00:38:21.391 --> 00:38:25.942
What are the conditions that were present that made you even decide to call an electrician in the first place?

00:38:25.942 --> 00:38:27.786
Why not just avoid doing it at all?

00:38:27.786 --> 00:38:29.010
Why not just leave it broken?

00:38:32.900 --> 00:38:41.610
We're asking questions for the customer to come to us and start coming to their own revelation of why they need it done, so that by the time we're actually in the panel with the cover off, they have a vested interest in standing over our shoulders.

00:38:41.610 --> 00:38:47.583
And now, when they see the cover off, they're going to be saying things like well, no one else has to look at that, why do you have to look at it?

00:38:47.583 --> 00:39:02.353
And just like as Clay was saying, where he wants to educate people, I can be able to go to someone and say well, as a professional, we have an obligation to ensure that your safety is being taken care of, and the only way to ensure that these safety shutoffs are actually functional and working is to open up an inspector wiring that's connecting it.

00:39:02.353 --> 00:39:06.090
Once again, can you blame me for wanting to ensure you and your family had all those things in place?

00:39:06.090 --> 00:39:08.164
A lot of times you'll hear well, no one else had to do that.

00:39:08.164 --> 00:39:17.913
So every interaction when you follow our process, it allows you to not only further investigate things, but it also lets you communicate why you're looking for these things.

00:39:17.913 --> 00:39:23.422
We're not looking because we're trying to sell, but as a result of looking, you'll find things to sell.

00:39:23.422 --> 00:39:31.405
We're not trying to make the customer say things they don't want to say, but we're asking questions that allow us to get the truth of the answer.

00:39:31.405 --> 00:39:35.793
So, as a result of all these things, we truly can service them at the highest level.

00:39:35.793 --> 00:39:46.146
Lastly, when you had said you know, one side of the industry is saying tell them everything and the other side of the industry is saying, well, just tell them the bare minimum, I want to say they're both right.

00:39:46.146 --> 00:39:50.144
Both sides of the industry are correct, and that's what makes our method so much more effective.

00:39:50.306 --> 00:40:01.112

Ep 309 - Replay - Secrets For Electricians Only (Special Episode)

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