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Oct. 2, 2024
Ep 9 - How These 3 Things Determine If They Will Buy
Ever wondered how a simple birthday gift can transform a loyal customer into a lifelong advocate? Today, we’re unraveling the secrets to high-impact customer service, sharing a heartwarming tale from the Hays team about turning a potential rescheduling disaster into an emotional victory. Tune in to discover the three essential factors that will make you, your company, and your services shine like a 10 in the eyes of your customers.
This episode also dives into the ethical responsibility of offering top-tier solutions, even when clients initially balk at the price. We recount Ajit's journey from expecting a modest thousand-dollar job to opting for a comprehensive $9,500 package after understanding the full benefits. You’ll learn why presenting a range of options not only enhances customer satisfaction but also builds trust and loyalty, ensuring clients are fully informed about their best possible outcomes.
To wrap up, we emphasize the importance of meticulous attention to detail and transparent communication. From maintaining a spotless job site to the “happy call” process that preemptively addresses issues, discover strategies to turn every customer interaction into a marketing opportunity. With invaluable insights from Joe, this episode is packed with actionable advice to elevate your business. Don't forget to subscribe, leave a review, and share the podcast to help build a stronger community together.
Transcript
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Hello, hello, hello and welcome to the Million Dollar Electrician podcast where we help home service pros like you supercharge your business and spark up those sales.
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I'm Joseph Lucani and, together with my co-host, Clay Neumeier, we're here to share the secrets that have helped electricians sell over a million dollars from a single service van.
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Now.
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It's time for sales, it's time for scale, it's time to become a million dollar electrician.
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Hello, hello, hello and welcome back, joe.
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We've got a great show today.
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I am pumped to get into this, these three things that determine whether they will buy from you or not.
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And, guys, if you're listening to this again, then you've got a couple of reasons you're going to want to stick around today and make sure that you're here till the end, because there's a number of things that go into these three 10s that we're trying to achieve.
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And what these three 10s are is we're trying to be our person show up as a 10 for the customer.
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We're trying to have our company show up as a 10 for the customer, and we're trying to have our product or service show up as a 10.
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And it's at the intersect of these three 10s that people ultimately decide to do business with us.
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And, just like you've said so many times before, I guess so isn't really a full commitment, it's not one that we want to hang on to and it's not one we want you to hang on to.
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So by sticking with us here today, guys, you're going to learn a number of things you can do in your marketing in your sales process, in your presentations, especially in your solutions design, the options presentation that you're doing.
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Joe, how excited are you for this conversation, brother?
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I mean, I'm always pumped, but like that little sprinkle in the back that we're going to help with them options, you know that gets the engine running.
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I'm pumped, I'm ready to rock and roll with this.
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You're like an options fiend man.
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I can't help it.
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You know, I think at the end of the day, what it comes down to is I like puzzles.
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I like challenges.
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So when someone comes to me and says it can't be done, I we just not looking at the full scope.
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It's a good way to like look at that, and I know that so many people like that.
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You're that way because of how much it helps when they get into it with you and literally like hey, are you sure you can build six options for this?
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Let's freaking.
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try me, let's go.
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It's a little bit of find out right.
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If you remember, a while back we did an episode where I think we did three sets of options in like eight and a half minutes on calls, where we were still doing this live in the podcast group and people were making suggestions.
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So it wasn't that we made it up, it was impromptu on the spot and I think that was a world record, even though it might not be recognized by ripley's just yet yeah, not like that.
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I'm pretty sure the fastest option creation is not one of the things that they have listed, but you know it should be, it should be Awesome, brother.
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Well, this all started last week when we started talking about record setting, rapport and some of the early steps in our consistent sales process that help electricians show up as that personal 10 and even have that company begin to resemble that 10 as well.
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Again, there's a number of things here, but what do you say?
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We jump into the wins of the week first to help us drive this chat.
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I'd be so down with that because we had some serious heavy hitting ones this week.
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What's your favorite this week, Joe?
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My favorite has to be from the Hays team and it really blows my mind.
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Can I just dive into it?
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Yeah, please, okay, what happened?
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So what ended up happening was they were in a situation that actually would have cost them the job they had to reschedule the call for a situation, and that never, never puts you in the right foot in front of the customer.
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But the customer was like, oh, actually, that works, you're rescheduling, is actually on my birthday and that's the thing.
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They just they could have just ignored it, but they didn't.
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They were customer service focused.
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So what they did is they planned on actually getting him a gift, like they got him a large gift basket and wrote him a really heartfelt thing and hand delivered it from the whole team.
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And the thing was is he at the end was like really getting emotional and saying I just want you to know, no one even called or got me a gift.
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You guys are the only ones who took care of me this this birthday.
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And I can't possibly imagine what that would have done for someone in that kind of dark place.
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So this is just an insane level of customer service and dedication to commitment.
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No one else got him a gift.
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No one, like literally everyone in this person's life, either forgot about him or didn't think his birthday was important enough to get him a gift.
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But the electrician who he mentioned wants to showed up with an entire gift basket and it really blows my mind, because those are the things that separate what actual premium service is.
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Everyone talks about premium service like, oh, you do this and do that, but they don't focus on the character development that comes from it.
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When you've made an impact on someone's life on that personal level, this person is going to refer you, he is going to shout your name to the mountaintops and you would have to massively screw this individual over for him to consider going anywhere else.
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So you've made a customer for life.
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But even beyond that, you improved someone's day when it would have otherwise have gone bad.
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Wow, yeah, that's big man.
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And I heard a few things that stand out from this.
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Right off the bat, we know that they originally had the sale, because this story actually begins with a rescheduling.
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So they make the rescheduling call they'd already earned the sale, which means they'd already had these three tens at least two nines to get the sale.
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They recognize it's his birthday.
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The guy's pleased enough with them to have them there on his birthday.
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They go ahead and give a gift, but then the then the third piece that I heard was that Juliet did a happy call.
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So happy calls, as we know, are important too to maintain this.
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And this all speaks to what we call sales satisfaction.
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It's been a while since we broke this down, but satisfied action, it's a compound word, so it's not just to say that, hey, we met mediocrity and everything was good and no one complained.
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That's not what satisfaction means.
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When you really break it out, it's they were so satisfied that they took an action on our behalf, and that's what we're aiming to cause.
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And so, like you mentioned, to cause referrals, to cause repeat business, to cause our lifetime customer value to rise up and our relationships to deepen, so we never have to worry, like I'm pretty sure I don't know if this guy's a club member with them, but he's going to be treated like, and feel like, a club member or not because I'm not sure exactly which option they took, but as a result, I would 100% agree that this person is going to have such a brand loyalty.
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But even then, despite all the business, if you could think of your customers on that personal level, you are going to create an industry change that no one would have ever seen, changed that no one would have ever seen.
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Instead of the electricians being seen as contractors, we're seen as close personal friends here to really help you in the place where you need it most your home, where your family lives.
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At a time when everyone's going AI and more and more of the path of least resistance, how can I squeeze more in my productive day through less personal efforts, towards actual engagement with a person?
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At a time when they could have sent an email, they sent a gift basket.
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It was the only one.
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I'm with you, joe.
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That's huge, definitely a favorite, but I actually love Raph's win.
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Raph and Nate had a big win this week too.
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Oh my God yeah.
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Yeah, 100%.
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You may know this one better than me, so do you want to take it?
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Yeah, I'd be happy to.
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So anyone who knows Raph, he's a very particular individual.
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He's probably one of the nicest men you'll ever meet and I love him very greatly.
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He's a phenomenal guy.
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What it was was he went out to a call and I believe it was for a larger project.
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It was something to the extent of there was some concerns going on with the home and he recognized that it was going to be.
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There were some concerns going on with the home and he recognized that it was going to end up being a larger scale thing based on the extent of the damage that was found.
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And he ended up going in and connecting with the client.
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And the reason why he connected was they were both able to speak Spanish.
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So what it was was he was addressing her in her primary first language at a time when no one else was really making any of the efforts to do so.
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Secondly, then, now that's great.
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You bond with connection, you build a rapport, she wants to work with you Awesome.
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But then comes the handy engineer type son who has to be negotiated through because he's the one managing the mother's account.
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So immediately, it doesn't matter how good the rapport is, you're like I've now got to go through this logic brain.
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Individual.
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Who's out of state, who's not going to be here, he does the presentation remotely.
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This person is so convinced that Raph is the right person, he verbally agrees with him and his mother like yes, this is the kind of guy we want to work with.
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You're right, mom, you're a good judge of character.
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They then say we want to do a 50% deposit.
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It's like, I think, a $25,000 job, but obviously she doesn't have that much liquid right now.
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They couldn't get financed.
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She goes I will go to a bank and I will get the money for you.
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They literally drive there together go there, get the bank.
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She comes and meets her at the bank and she physically hands over the money and thanks him emphatically that he was the best person for this project and then went on to compliment his service and talked about how good he was and how confident she was that he was going to be the right fit for everything and even sat down and was giving him like business advice on how he could scale and grow and how he could bring this level of service to more people.
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Wow, it blew my mind.
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Wow, man, that's huge.
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It blew my mind.
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Wow, man, that's huge.
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And it's like you said.
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I want to touch on this, actually, and just say, like, raph is one of the best electricians I know.
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He is absolutely one of these electricians who likes so many, like 90% of us, 95% of us don't have, didn't have, rather, the marketing, the business, the sales, training, and it like robs from our confidence.
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Do you know what I mean?
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And so it's just always good to see someone break through on the confidence side and realize, wow, I am good at talking to people, wow, I am good at developing rapport.
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Wow, people do love me.
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Wow, I can break through this little wall that we set up for ourselves and be, be more, have more, do more than we've ever done before, and that's completely relevant to what we're talking about today.
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Joe, there's one more win but this is your personal anecdote where you had a big takeaway.
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I think it was like a nine to 10 X job that you were talking about before.
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You want to share that one too.
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Yes.
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So this was back when Tesla was really coming out and everyone was all about them.
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So I'm going to say, right about like 2019, 2020, right around there.
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And I remember going to this call and it was out in the boonies and it was a big, beautiful house and the customer's name was Ajit Really really nice guy.
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He met me at the door and pretty much told me that he was under the impression that this job shouldn't cost more than a thousand dollars.
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He knew exactly what he wanted.
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He said I've talked to people, I've talked to the dealerships.
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They insisted when I purchased a car it wouldn't be more than this.
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So I'd like to see some quotes.
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But just once again, it's going to be in this range.
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So I looked at his home and I recognized that it is going to be a more involved installation.
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We had to physically route up a wall and run it physically across an attic and then back down and then through a core.
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It was an extensive thing, but all the quotes he had gotten was just surface mounted conduit and then you'd have to drive along the house and like plug it into a spot.
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That's not ideal.
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We gave him a really top option where he was like everything's recessed in the wall.
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I'm going to cut pretty much three quarters of your walls the side of the house, the rooftop, everything's going to cut and I'm going to paint and spackle.
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Highest end chargers service up for like everything.
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And it ended up being like a $9,500 top option.
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Now, as you know, we create these top options not to sell them, but to create the peak of what an experience would look like.
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And he stopped me on that one.
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He's like okay, we'll do that one.
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And I was really like taken aback because I was like well, why?
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And he's like I know I told you what the price was and that's what the price I'd like to pay, and that is what I was told it was.
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But what I see is you do have options somewhere in that range, which makes me think that you're not trying to take advantage of me.
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I could simply just pick one of those.
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But I do like when things are better and I do like what you have.
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I just needed to see what the floor was.
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But now that I know you can do what I'm asking for, I am willing to give you more than what you're doing.
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So, yes, let's take care of that top option.
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What do you need?
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And he wrote me a 50% deposit right there.
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And we were.
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If I had leaned in and just assumed that the price he was telling me was all he'd be willing to pay and that's all the experience that he's looking for, I would have likely offered him the lowest options, like the typical contract, maybe good, better, best, maybe they would have been up to 5,000.
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I would have given him a worse solution and he would have said no, and my stereotype would have been confirmed rather than broken.
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And it was a really beautiful experience because two things were in there, you know.
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Yep, definitely.
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I love that message so much for a couple of reasons.
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One, congratulations on receiving a deposit for X, what he was looking to pay in the first place, for the entire job, thank you.
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Two, again, this is falling on the sword of doing the right thing, and this speaks perfectly to these three tens and everything we're trying to do in rapport.
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So often, joe, we're met with hesitance in this, presenting solutions above and beyond what anyone's asked for, but we miss this huge piece that's like is it ethical not to you?
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You're the electrician, you're the subject matter expert that knows what can be done.
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Think about how many people out there really have no idea even what an electrician can do or does Like.
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How many people are searching for a bathroom fan replacement having no idea that an electrician is the person to do that job for them?
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Yeah, I mean a lot of times yeah, a lot of times in like in my area.
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People call hvac companies for that because they assume that most electricians and like some people will say, oh, I don't do the ducting, I'll cut in the unit, but you're gonna have to call someone to cut in the ducting.
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I don't do any cuts like that.
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So they call an hvc company and they're the ones who do it, or a dryer repair company and they're the ones who do it.
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Why don't we just provide a turnkey solution and they pay only one bill and they get a better experience and a lifetime guarantee that comes with it?
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that's huge and that's like.
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The first piece is the ethical question, and I always enjoy watching people's wheels turn and then have this realization with us on these calls where it's like, oh my, my gosh, you're right, I've been underserving for years.
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They see it as if I offered more, I'd be seen as salesy, and that would take away from my character, from my rapport here, from my company and even from my product or service, which is clearly pushy In this case.
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This story that you just shared is a prime example of how that's actually completely counterintuitive and it's not actually what's happening at all.
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They don't know what's possible half the time with your help.
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The second piece that I love about what you said is turnkey.
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That I love about what you said is turnkey, and we've touched on this so many times.
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But if you really want to get your product or service to a 10, it can't be just about the quality of work because you haven't done work yet.
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Exactly Like, if you think about it.
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So many electricians are like my lines are straight.
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You open my panel.
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It's clean, 90 degree angles on everything.
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They got a level in there that makes sure they're good.
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But then the panel is a quarter inch crooked or the screws are not all vertical or horizontal and the customer comes by and is like it looks a little off here and they're complaining because that's the only thing a customer can see.
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Focus on what they can see and appreciate and enjoy and don't neglect those experiences.
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I love this example of what you're just saying.
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Remember you were here visiting.
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We did a podcast together and we were actually talking about taking photos, the right photos to set you up, and this little rule of thumb really helps here If you took a picture of your finished work and there's still a hole in the wall, If you took a picture of your finished work and there's still a hole in the wall, bead of caulking or silicone missing right, there's even dust or particle matter on the things you haven't cleaned up yet.
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It doesn't matter what trade it is.
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The picture is incomplete because in a homeowner's eyes, that's not what I want to pay for.
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Exactly you can't take this and actually market with it.
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That's the thing Like if you look at your pictures when you were done and it also describes as a training manual to your technicians.
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This is what a finished product should look like.
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When we finish a panel, we should know three feet left, three feet right, three feet in front of it.
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Cleared space, clean floor, new light ahead of it, service outlet, check's, marked, looks good.
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That's what we want to see.
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Sticker on the front, because then when I take a picture, the customer can appreciate it, I could market it and then I could also put it into our training manuals as a standard for an item.
00:17:25.674 --> 00:17:26.115
I love that.
00:17:26.115 --> 00:17:26.778
I love that.
00:17:26.778 --> 00:17:48.939
Speaking of marketing, let's just go front to back, quick bit of rapid fire back and forth on how we're building these three tens up with each of our little uh process components and the flow of how everything's meant to work and how it's meant to support this, so that people really have no other choice, because no one's as prepared as you are, no one's invested as much as you have into the process.
00:17:48.939 --> 00:17:51.651
Again, going against ai and all the shortcuts.
00:17:51.651 --> 00:17:56.803
Guys, we're a bit old-fashioned, but look at the wins that we continue to bring here.
00:17:56.803 --> 00:18:10.145
We're at an interesting time in history where old-fashioned is coming back around and just having the skill sets of basic human communication and care and thoughtfulness are going to pay dividends for you and your business.
00:18:10.145 --> 00:18:16.423
So call us old-fashioned, but we're going to keep cashing checks in the name of old-fashioned, if you know what I mean.
00:18:16.970 --> 00:18:24.644
So, starting with marketing, you've probably heard us if you've been following for a while talk about things like our Facebook cheat sheet and how important organic marketing is.
00:18:24.644 --> 00:18:37.073
Well, that's because we're giving value and we're sharing character experiences and we're doing something called affinity posts that actually relate to people in their lives, like hey, you're a dad, I'm a dad.
00:18:37.073 --> 00:18:39.258
Dad, stuff's easy to talk about.
00:18:39.258 --> 00:18:41.282
We could share that with so many people.
00:18:41.282 --> 00:18:43.955
You're a neurodivergent, I'm a neurodivergent.
00:18:43.955 --> 00:18:46.550
We share that and have that in common with so many people.
00:18:47.252 --> 00:18:52.511
Right, I know that you did different walks and runs and different charitable things in your business.
00:18:52.511 --> 00:18:58.842
I'm on the board of directors for youth in adverse conditions on my side, and we talk about it.
00:18:58.842 --> 00:19:06.419
Sometimes All these things are like things that other people have similarities with, and so it's like a beacon in a dark room.
00:19:06.419 --> 00:19:08.015
Who are they attracted to?
00:19:08.015 --> 00:19:16.959
The company that doesn't talk about it, doesn't actually put themselves out there at all, doesn't communicate with their audience regularly, consistently?
00:19:16.959 --> 00:19:25.659
Or the company that does, hands down marketing, helps us achieve this, gets our person, our company and our product and service to attend.
00:19:25.659 --> 00:19:27.103
Joe, what do you say to that?
00:19:27.971 --> 00:19:37.782
I feel like something just came to mind and it's almost like a digital billboard in a way, where imagine driving past something on the highway and I see the signs like oh, service, service, service.
00:19:37.782 --> 00:19:41.560
That may remind me of the company, but it wouldn't remind me of your character.
00:19:41.560 --> 00:19:42.270
But if.
00:19:42.351 --> 00:19:51.136
I'm on Facebook and every day I see something where it's like this is who you are, this is what you do, this is who you help, this is who you are, this is what you do, this is who you help.
00:19:51.136 --> 00:20:03.133
Eventually, there's going to be a post that sticks, and now I'm going to remember you better, while also having already a pre-connection to you, so when we meet, I might have things I want to talk to you about.
00:20:03.153 --> 00:20:03.753
100%, man.
00:20:03.753 --> 00:20:05.678
So that's what gets us the calls in the first place.
00:20:05.678 --> 00:20:07.580
Calls coming in.
00:20:07.580 --> 00:20:08.482
You're up, man.
00:20:08.482 --> 00:20:12.452
What's the next part of our?
00:20:12.472 --> 00:20:13.336
play here that helps build these three tens.
00:20:13.336 --> 00:20:19.700
So just so I understand, you're saying after we've gone at what point Calls coming in CSR answers the phone.
00:20:20.079 --> 00:20:20.682
Yeah, right.
00:20:20.701 --> 00:20:21.663
Yeah, right off the top.
00:20:21.663 --> 00:20:23.242
Yeah, I wanted to make sure I understood where you're going.
00:20:23.242 --> 00:20:25.055
But, yeah, you're going to want to do the brighter day process.
00:20:25.055 --> 00:20:27.767
Just starting off, hey, this is Joseph at Service Electrical.
00:20:27.767 --> 00:20:29.051
How can I help you today?
00:20:29.051 --> 00:20:30.015
How can I brighten your day?
00:20:30.576 --> 00:20:32.701
Coming off with high energy, high intention.
00:20:32.701 --> 00:20:40.667
But day coming off with high energy, high intention, but also putting in certain qualifications in place, such as, before I look you up on file, are you a first-class customer?
00:20:40.667 --> 00:20:43.038
Don't worry about that, we can always get to that later.
00:20:43.038 --> 00:20:47.513
And dropping little pieces of marketing in, while also focusing on the relationship.
00:20:47.513 --> 00:20:51.582
Like, hey, what are you hoping to accomplish today?
00:20:51.582 --> 00:20:52.150
How can I help you?
00:20:52.150 --> 00:20:53.894
Oh, well, I had a service.
00:20:53.974 --> 00:20:56.561
Actually, something came down, a tree came down, took out my power lines.
00:20:56.561 --> 00:20:58.856
Well, instead of going all right, well, what's your address?
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