The following is an excerpt from article which features an interview the the good folks at Plumbinginfo.com did with me (America’s Sales Coach Joe Crisara) in the fall of 2012. Author Sean Kavanaugh was researching sales systems for plumbers in attempt to help those struggling in this economy. He was searching for a true “customer focused” system that would benefit clients and contractors when he came across our material.
I invited Sean to audit the training and he actually attended the 6-day training program with 4 weeks of follow up coaching so he could see first hand how it worked in the field. Sean called me back several times to convey how the results were beyond his expectations.
After seeing these results and how it increased his revenue and also how clients were pleased with the process, he requested this interview and I decided to post it here so those who have visited us but needed more info about our services could understand the motives and science behind our program.
HVAC, Plumbing and Electrical service contracting companies are like no other small business out there today. Most small businesses are made up of only 1 person and consist of selling their old lamp shades and shoe laces on Ebay. All they need is a camera and computer.
A contracting business on the other hand, well, they need a brick and mortar building, trucks, inventory, and a whole lot of other things on top of that camera and computer. Not to mention dealing with government regulations, licensing, permits, tech training, software training, driving records, unfathomable workmans comp insurance costs, not to mention all the other insurance costs…should I keep going? You’d probably never even get to see your family if it weren’t that they all work for you. Who has the time to work “on” your business.
“When I first looked into Joe’s services, I was a skeptic. I was a successful salesperson who had gone to all the HVAC sales training available and he was talking a foreign language in contrast to what I had been taught and trained on. Joe has the “ring of truth” in what he says and I am a firm believer in his system.
Not Just a Social Gathering
His training is top notch and isn’t a “social gathering” like so many other trainings in our industry, It’s good old fashioned, roll up your sleeves, and let’s get down to business…about your business. Hands down, best trainer EVER.”
If you were told that the “jargon” or language that your industry uses was hurting your sales, would you believe it? Well, not only is it destroying your closing rate and average sale but it is also making it harder for you to communicate with your customer. In many cases, it is alienating them beyond the point where they can barely understand you.
Using industry jargon is just plain bad service. Why would a customer call you if they really wanted to learn the “inside language” of your trade?
Think of the time that is wasted explaining what this jargon means. Why not just start by explaining what the problem is causing and then by explaining your solutions by saying what you will do? But this time use the “customers” language and explain what the problems are doing to harm the system. Then explain what your solution will DO, not what they are.
Growing up in the northern suburbs of Chicago, I am no stranger to the cold weather. There were many days of shoveling snow in the icy cold and plenty of nights when my mom told me to “throw another blanket on” to keep warm in my bedroom in the basement. That’s when I decided that someday I would move to California.
So last year, on one very cold Saturday afternoon, Julie, my wife, discovered our furnace was not working. If we were living back in Chicago, we probably would have toughed it out through the weekend. Maybe thrown on some extra socks and snuggled up next to a “cozy” fire. But we had been living in California for six years and had become accustomed to the warmer climate. We decided to call our local HVAC contractor instead of “toughing it out.”
How many times have you heard your prospect tell you that they have a “rule” or “policy” when they purchase? You know something like, “We have a rule, we never make a purchase on the first visit from a sales person.” Sometimes the rules that buyers have are dysfunctional and make little sense for you or them.
Also, the rules are often broken when they meet the right sales person with the right solution. So then the rules are only often enforced when they either don’t like the sales person or their solution.