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July 25, 2024
Replay - Why Demand Calls Are the Most Important Sale
Unlock the secrets to mastering sales, simplifying your pricing strategies, and delivering premium electrical services as we celebrate "hump day" with an energetic and engaging episode of Electricpreneur Secrets! Joe and I share our excitement about our upcoming process improvements and dive deep into the significance of creating and understanding six options in sales. Learn how these strategies can help you close more deals and build stronger client relationships. Join us as we also discuss the importance of being active in our Facebook group for interactive learning, and I share a personal story from my recent appearance on the "Startup Shit Show" podcast, revisiting the early struggles and foundational aspects of my business journey.
Ever wondered how to win over clients who already have a preferred but unreliable service provider? We tackle this challenge head-on, offering practical strategies to address objections early on and prevent them from resurfacing during price discussions. Discover why focusing on authentic service over aggressive sales tactics is key to building trust and maintaining professionalism. We also delve into the emotional toll of leading with heart without a solid process, highlighting the need for a structured approach to ensure resilience and success in your electrical business.
Maximize your demand call opportunities with insights that turn low-value calls into significant revenue boosters. Discover how addressing immediate customer needs can lead to increased customer loyalty and the potential for upselling additional services. We reveal how framing demand calls as a "lotto" can transform your approach and motivate your staff, leading to long-term benefits for your business. Finally, we invite you to actively engage with our community, emphasizing the value our podcast provides and our unwavering commitment to helping you master sales, simplify pricing, and deliver top-notch electrical service. Join us for more actionable insights and support in future episodes!
Transcript
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hello, hello, happy hump day and welcome to another episode of electricpreneur secrets, the electricians podcast.
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If you haven't heard, we come here in this crazy place, live on facebook and then put this whole thing into a podcast for your viewing and listening pleasure.
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To help you master sales, simplify pricing and deliver premium level service.
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Did I get enough energy in that one today, joe?
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I loved it.
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The cadence was on point, the maestro was conducting in the background.
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It was just love it.
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Awesome, man, awesome.
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And how are you feeling today?
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I'm feeling great.
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In all honesty, I love working on on process and I've got some things that are coming on in our process in the next few weeks that are just going to be so awesome.
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So I'm like chomping at the bit to let it release.
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So I'm I'm feeling really good.
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I'm living passionately right now well, here's your segue, because I think a part of my energy today is actually waking up with some da-da-da folders in my cup and going to your class where you guys were working on, or we were working on today that options deep dive.
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Can you give us a couple of nuggets about it?
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What was that?
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class really about.
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So options are a very wide topic but not a lot of people have enough understanding about right.
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So it's one thing for me to tell you you need to do six options, and you know what.
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You might listen and just say, okay, it says, do six options, I'll do six options.
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The point of today's lesson was not only why we're doing six options, but I actually took every current style that is in the industry right now and I compared them side by side.
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I was like this is what you do when it's only a one call and you have only one option.
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Here's with three options.
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Here's with three options in the modified, here's in hybrid six options.
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Here's a massive six options.
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Here's our version of six.
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So the benefit of going through it was that by the end of that class, people knew why they were doing it, and when you know the why, you are that much more capable of modifying and pivoting in the field.
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Wow, that sounds valuable, man, just so people know if you're listening to this and you're wondering God, I wish I could get my hands on that, just to even understand what the hell you guys are talking about.
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With six options all the time.
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It could be valuable and you could get your hands on it.
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All you've got to do is reach out.
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So if you're not already with us in the Facebook group, engaging Live and VIP, you could be there, even if you don't have a Facebook account.
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Maybe you've let that thing slide for a while.
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If you're an electrician, electrical contractor, Facebook could be a big chunk of leverage for you, so I'd encourage you just to grab that account, open it back up, whatever.
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Join our crew on electricpreneur secrets, the electrician's podcast community, if you're still hesitant to do that.
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I actually received an email last night as I was crawling into bed, joe literally said emails as you're getting into bed I know, I know I was trying to put my phone in sleep and man, some nights it doesn't stop till 10, 11 pm uh right, electric burners.
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You guys know the feeling here it happens, but the last email I saw it could have been clickbait.
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I swear it said gosh, you're hard to find.
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I was like what me really?
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And when I noticed it was from LinkedIn, I was like what?
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And so I actually clicked on it and it's one of our followers who doesn't use Facebook.
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It's like man, I just want to talk to you, I want some help.
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We got this little business going, everything's going great, but we could use more help with that and growing that sales process, and so it was kind of a reminder that hey, hey, man, you really got to make sure all these links are open, you got to make sure that you can be easy to find, and also a reminder to you guys that Facebook can be leveraged and you could find us right here and be with us every day of the week, chatting as Jason is, and he says, hey, I'm working on becoming my small town authority on electrical solutions is a full-time job, jason.
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Freaking man, jason.
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Amen to that man.
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All right, so, transitioning, transitioning Joe, I want to tell you something personal, very personal, that you have not heard before.
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Okay, I'm listening.
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I had to leave the sales class early.
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I noticed that, but I never asked why I did a podcast interview.
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It was finally time on the startup shit show and if you've heard my interview, guys, way back like we were in the 30s or 40s, we did our interviews.
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Um episode.
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That is not the decades we're not that old but way back then we did our interviews.
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If you've heard me there, then you know that my professional career did not start strong, started in business, had a big fail and today I got to talk about that.
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But I also got to talk about the first floor of business.
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Do you know what I'm saying when I say the first floor of business?
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Do you know what I'm talking about?
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So whenever I hear the first floor of business.
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What I'm saying when I say the first floor of business?
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Do you know what I'm talking about?
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So, whenever I hear the first floor of business, what I understand is the needs of business, like where business needs to start and where it, like where the door opens and you walk right into it.
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Yeah, yeah, I love that, and so, referencing even Mike Michalowicz and his book, I need to fix this.
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Next first floor would be sales, but sales actually includes that customer value proposition, in other words, your offer, the price of that offer, how you market that offer and how you conduct that exchange.
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So marketing, sales, pricing, they're all part of the bottom floor.
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But, joe, imagine an electrical company that had those three things figured out.
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What could you be working on then so realistically?
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if you had all your sales processes in place, I mean, then that's actually a huge superpower, because even if you had nothing else in place, you know that money can still come in and money is oxygen to a business.
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So really what you're doing is it doesn't matter what you need to work on.
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You have the time and the capital to make that happen 100%.
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I love that and often I'll actually do this exercise with people.
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When we get on calls, I'll just ask them what is your worst case scenario?
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I've got great news for electricians.
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Your worst case scenario is shutting the doors, reopening them tomorrow and grabbing a demand call.
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Because, as we've been talking about on the group in our facebook pages and posts, this week is all about demand calls and today we're talking about why demand calls may be the most important sale that you can make and that you have locked down in your company, and it's for this reason we've been calling it demand call lotto.
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Why would we call it demand call lotto?
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Like it's a lottery Joe.
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Well, the thing is, when you present six options, we have a complete range of two premium, two mid range and two economy.
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It's meant to establish the widest range, from the finest the customer could buy to the most bare bones, economical they can take.
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Now the lotto is that really the only people that take the top option are in the top 15%.
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But when they take that option it is absolutely massive.
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So, like a personal experience was, I went on a call once to change a light bulb on a demand call.
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The customer took my top option and invested in a generator system.
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That's hitting the lotto.
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So these situations happen, but they would never happen if you can't run the play and at least put it in their corner.
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Absolutely no-transcript sale in the bag.
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But it's not often a big sale in the bag, and that's the point.
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We should really have that figured out.
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Well, congratulations to Alan and his guy, because they cranked out, you know, turned maybe a couple hundred dollar ticket into a $5,300 gold sale.
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Do you remember Alan talking about that?
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Yeah, no, I was really proud of him about that and Alan never ceases to impress me and if you're listening to it, man got nothing but love for you.
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But the main reason why that success is happening is it's a commitment to the process.
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It's saying we're going to take the play.
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We know the play to run.
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The coaches said here's a play, get on the field and do it.
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And they do it and because they have good leadership and they have the right direction and they're moving the ball in the right area of the field, they're able to get more wins than if they were just free ball on it.
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Yeah, 100%.
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I love that.
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So we know what the demand call is, we know that it can be powerful.
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Relating it now to what we're saying demand call lotto.
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I just it.
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It can be powerful.
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Relating it now to what we're saying demand call lotto.
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I just love this expression.
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Hashtag demand call lotto.
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By the way, guys, if you have a demand call that turns up a bit bigger, we'd love to hear it too.
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So please, uh, hashtag that one and we'll get to see it as well.
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Post it in our group, post it in the chat right here, right now, if you're with us.
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But what would you say?
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You know what?
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Let's really crank into these main advantages, and I want to start with conversions.
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Okay, do demand calls convert more than opportunity calls, where someone's just shopping for a quote?
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Significantly yes, okay.
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Now then, if we can get more demand calls, we're going to feel that there's a guarantee around a higher conversion, because it really needs to be done today.
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Ideally, yes, most times right, but if most of your competition, other electricians in the area are also maybe getting tired, fatigued by the 189 diagnostics or or worse, maybe it's under 100, maybe they're doing an $89 diagnostic, they go there, run the 15 minute play and they're like uh, insert value where, pay, pay for what?
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And you end up in this awkward situation of the client feeling they overpaid and you feeling you underserved.
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Yep, have you ever seen that with contractors?
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Joe?
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Yeah, a lot of times.
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One specific example comes up where we would get calls because customers would say hey, I had my HVAC company come out and they said that I have no power to my furnace and I need to take a look at it.
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And I show up and my first thought is naturally, run the play.
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We're going to look at the panel.
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So I get ready to go down the basement stairs and I noticed there's a switch that's off at the top of the stairs and it says furnace.
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And my first thought is well, I know that, but I'm going to keep moving forward and I'm still going to run the play.
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And we'll circle back to this when we get a chance.
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Interesting I got to know why had a chance?
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Interesting I got to know why Is that not now with bad interest in your client that you did that.
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Not necessarily.
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It's actually the exact opposite.
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I'd like to explain why.
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So we know let's take the facts that we have right An HVAC company came out.
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They were technically out there, so we can assume, at least for the most part, that they had someone competent.
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That's an easy thing to miss.
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Where you're looking and you're saying like, all right, the switch is off, that's what's in power of the furnace.
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As an electrician, what would happen if I connected that, just turned it back on and I hear the furnace come on?
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I didn't go downstairs, I didn't see anything.
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I didn't do anything.
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And I've personally solved that problem in 30 seconds myself before and walked right out with no cash, nothing.
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But there's some serious danger here, because a lot of times, especially in New York, what we would find is that you would have the new furnace installed, but they wouldn't want to run the new line to the panel.
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So what they would do is they would run the line to the closest disconnect that was originally dedicated for the furnace.
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A lot of times that's an old two pole fuse.
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They literally still have fuse boxes in panels that are still active where I am.
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So we would go downstairs and I would feel uncomfortable leaving them with a fuse.
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Because my logic always was well, where would you even buy fuses If it blew?
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Unless you had more, you'd be without power to your heat.
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If this was winter and you're in the middle of a storm, you need to drive to Home Depot to buy a fuse.
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What is this 1970?
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What are we talking about?
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So the logic would be I want to serve the client at a better level, not just by solving today's problem, but by ensuring that they don't have a problem tomorrow that I could have prevented today.
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Would I be wrong to want to do that?
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None at all.
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I don't believe so.
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I think you've completely flipped that and the ideas that I was having before.
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I think it's justified, it makes sense and by following up with the rest of that process, you're also getting to know more about their current experience and other needs, desires, problems that they have as well.
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Is that right?
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Yeah.
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So what we're doing is, as we go through it, we learn about.
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Well, what else happened.
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Why did you call us in particular?
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Have you worked with someone else?
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And if you haven't, if you have worked with someone else, why am I here, If you like their level of service?
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I mean, how many times have we heard that, hey, have you ever worked with someone before?
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Yeah, I got my neighbor.
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He comes by, he's a retired electrician, he helps me with this all the time.
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My neighbor, he comes by, he's a retired electrician, he helps me with this all the time.
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The first thought is why the hell am I here If you already have someone that you like that gives you great service?
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Am I stepping on their toes by being here?
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And the answer is usually, well, no, he's 78 years old and this is not something he messes with.
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Or, yeah, he does smaller things, but I don't want to mess with my panel, or it could be anything.
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But the fact is is that if you don't solve that problem in the beginning, it comes back to bite you during the presentation, when you give them their number and they go oof.
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Well, I got to see what Ricky Bobby would have charged.
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I mean, he never did anything like that.
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And now you have someone where you could have eliminated it earlier by just simply saying well, I can understand where you're coming from and it makes sense that he'd be cheaper, but can I ask you a question?
00:14:28.743 --> 00:14:32.822
When I asked why you chose not to use him in the first place, what did you tell me?
00:14:32.822 --> 00:14:35.732
Yeah, he's unreliable and doesn't ever show up.
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Okay, so with that being said, how would you like to proceed?
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And now we have the objection handle already done 100%.
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I love that that.
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I want to transition here a little bit in just saying that, in the deficit of process, what have, uh, what a lot of electricians are doing that we see is then try to leverage their 10 point or their critical visual home inspection at this point to make up that gap correct.
00:15:01.067 --> 00:15:03.030
Can you see the problems with that, joe?
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Can we talk a bit around?
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Because, guys don't get me wrong, those are important inspections to do, but even myself I've had a shift in mindset around them.
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For this reason, when we use it as a crutch here, it can cause some problems and I think that this really speaks to the line and the two of us them and us, you- know what I'm talking about, correct?
00:15:25.900 --> 00:15:29.830
So I'm going to speak outside of our trade just for perspective, right?
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Because I'm sure electrician to electrician it's a little harder to sink in.
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So let's go outside our trade.
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Let's say that I'm your plumber, right?
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And you call me over because your kitchen sink has a clog in it.
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And then I look at your sink for two minutes and then I say you know, I got to make sure I look at everything else.
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We actually do a 10 point inspection.
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So I'm going to check your water heater, I'm going to check your main drains, I'm going to check the attic water flow, I'm going to check the bathrooms.
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You can check the pressures, and the whole time I'm thinking like I've got kitchen sink chowder floating around here.
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Get that shit out, I don't want to deal with this anymore.
00:16:03.615 --> 00:16:10.788
You seeing if my water heater has an anode rod does not mean that this is going to fix this problem.
00:16:10.788 --> 00:16:28.514
So what it usually causes is the customer feeling like you're not doing it to serve them, you're doing it so they serve you, and no one likes being in that situation, because it feels like you're in a house with someone who's trying to sell you something exactly that's all I was going to say.
00:16:28.580 --> 00:16:30.927
Or dare I say, sell them, not serve them.
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How important.
00:16:32.653 --> 00:16:36.629
And, by the way, like again, this line problem when you first arrive.
00:16:36.629 --> 00:16:38.879
I mean that's a part of how they're making their decision.
00:16:38.879 --> 00:16:43.355
Yes, they need someone competent, but they don't want to be sold correct.
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In some cases, an educated market.
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This might be the difference why they might not want to call the bigger franchise electrician or plumber in this example.
00:16:51.744 --> 00:17:03.230
They may actually already perceive that and and um assume that, presume that that's going to happen in this case, just from being a bigger company.
00:17:03.230 --> 00:17:24.794
And the reason why is that everyone watches, everyone's heard, everyone's seen that the contractor ripoff shows stories, the dramas around this right, the lawsuits around this that fall flat, and contractor closes the door and walks away with 250k large in their pocket, essentially that that no one could hold them accountable for.
00:17:24.794 --> 00:17:35.707
That is in the back of everyone's mind until they have a proven, trustworthy relationship with an electrician that they trust, agree.
00:17:35.728 --> 00:17:39.980
So this line problem is you arrive, the problems in the middle.
00:17:39.980 --> 00:17:41.343
That's what they called for.
00:17:41.343 --> 00:17:47.653
They're on the other side of the line looking at you, thinking please don't fucking sell me, don't fucking try to sell me shit.
00:17:47.653 --> 00:17:51.227
Just fix my problem, do it fair and get out.
00:17:51.227 --> 00:17:53.854
And you're on the other side going.
00:17:53.854 --> 00:17:56.542
Please don't see me as a fucking salesperson.
00:17:56.542 --> 00:17:59.432
I want to do the right thing for you.
00:17:59.432 --> 00:18:00.936
It's for everyone's safety.
00:18:00.936 --> 00:18:04.443
Yes, it costs a little more, but I'm not a salesperson, i'm'm an electrician.
00:18:04.443 --> 00:18:08.089
Isn't everyone experiencing this, joe?
00:18:09.112 --> 00:18:17.361
It would make sense because the thing is, without having a process to run, you are forced to do one thing and that one thing is very volatile.
00:18:17.361 --> 00:18:20.586
If you don't have a process, you have to lead with heart.
00:18:20.586 --> 00:18:39.284
The problem with leading with heart is that when you get shot down, it is very hard to recover from Because you can say here's my process, this is not me, this is the process I'm running, and they say no to the process and there's almost a shield up, like okay, that part of the process didn't work.
00:18:39.284 --> 00:18:52.123
But if you say I'm telling you that I personally believe in this and this is me and I am directly and emotionally connected to this solution, and they tell you to F off, don't sell me nothing.
00:18:52.123 --> 00:19:00.300
Now I'm sitting there licking my wounds as I walk out to the van and that's going to affect me on every call I go forward 100%.
00:19:00.582 --> 00:19:28.686
I liken this to especially if you're a leader of other electricians you're trying to build up again, we're going to reference back to that bottom floor right the sales, marketing and pricing having these things correct so that we know how to speak to our target audience and create interest in our services, so that we know how to conduct an exchange consistently right, so that our pricing supports that being a profitable exchange as frequently as possible, as consistent as possible.
00:19:28.686 --> 00:19:35.085
Another way to look at this I like to liken it to the factory, the conveyor belt.
00:19:35.085 --> 00:19:44.550
How can we make this as consistent a quality production as what would be on a conveyor belt with gold wrapping and a nice red bow on it?
00:19:46.221 --> 00:19:54.210
You know, the funny thing is is that when you say conveyor belts, anyone who's ever had to work in a maintenance technician role we're looking at, I think of the conveyor belts.
00:19:54.210 --> 00:19:54.791
I'm like man.
00:19:54.791 --> 00:19:58.651
These things run until they're torture tested and they never take them down for PMs.
00:19:59.279 --> 00:20:00.423
Yeah, yeah, a hundred percent.
00:20:00.423 --> 00:20:00.844
Okay.
00:20:00.844 --> 00:20:04.332
So pulling out of the maintenance brain and thinking about the production brain.
00:20:04.332 --> 00:20:07.429
So what's the difference between our business model and theirs?
00:20:07.429 --> 00:20:20.892
Well, they're going to use a bunch of robotics, automation, to create a consistent product with the same price tag on every one, so that the consumers know exactly what they're purchasing by the time it's on the shelf.
00:20:20.892 --> 00:20:28.173
Well, our environment's a little more volatile, a little more diverse, right than that, a little more dynamic.
00:20:28.173 --> 00:20:39.930
So it's our job to create as consistent of a quality deliverable as possible for as consistent of a price, given the environment of the deliverable.
00:20:39.930 --> 00:20:46.633
Now, maybe I'm in business science jargon mode, but did that make sense, joe?
00:20:47.721 --> 00:20:49.384
I think you should explain a little bit more.
00:20:49.384 --> 00:20:56.827
The reason being is that I can see some eyes getting a little wide and being like uh, what?
00:20:57.469 --> 00:20:58.430
Okay, fair enough.
00:20:58.430 --> 00:21:03.121
So back to our usual lingo around this.
00:21:03.121 --> 00:21:19.752
That process is what serves us to be able to train our staff so that staff A does the same thing as staff B does the same thing as staff C does the same thing as staff D, given the situations that we need them to act in for us.
00:21:19.752 --> 00:21:35.344
In other words, we're trying to productize our service, and the only difference between them should not be the approach that they take, but the skill levels that they're at, with the strengths and vulnerabilities that they have.
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