Contractor Sales Tips: Market & Sell How You Buy

Contractor Sales Tips: Market & Sell How You Buy

January 25, 2020 0 By Luis Garrison


What’s up everyone welcome back to
Contractor Growth Network. Today is all about selling and marketing the exact
same way that you buy so we’re gonna walk through a couple scenarios of how
you buy products in real life and then how you turn around and try to sell and
market your same products in a very different fashion and that’s why it
fails stay tuned we’ll walk you through everything. Hey everyone welcome back to
Contractor Growth Network I am Logan I’m Alex and today is a sick topic I talk
about it all the time it’s one of my favorites and it’s all
about selling and marketing the exact same way that you buy but Before we jump
into it we’ve been starting to get some reviews in the door and it really drives
us so we want to call out the latest one because I thought was a awesome review
yeah we got a shout out to L2earn on Apple podcasts they say “So much value
here. Selfishly I’m reluctant to promote this podcast so my competitors don’t
implement a fraction of what their check they’re sharing me Logan love it all
guys fantastic content for all contractors so L2earn and I’m
guessing your name is probably Lester Earnest if I had to put a name between
and what other name would it be yeah really appreciate it that stuff like
that like I go through these and we both go through these and check out the
reviews and like just like when you get a review online like the more you see it
the more it fires you up and to keep digging digging digging so yeah
supercooling that and then one other shoutout Nick Hewitt dude you watch
everything really appreciate it still waiting on you to send us a hat to put
up in this studio yeah you send me a hat I will wear that every podcast until
somebody else sends me a hat well trades the the lava-lamp yeah yeah exactly
cool all right guys so today’s topic is selling and marketing the exact same way
that you buy and let me get a bit of a background on this we all humans we all
buy in a very everybody’s a little bit different but for the most part it’s all
about the same same way right you got to see a brand over and over and over and
over and over you got to do like a little commitment meaning like you don’t
just like see one car commercial and walk in and swipe your credit card for a
$35,000 car there’s like micro commitments along the way
and the problem is that as contractors and small business owners we do none of
it what we’re so accustomed to as humans and specially Americans is all the big
dogs the car industry the clothing industry the technology industry we all
buy from them in one manner but then when we try to sell our own services we
completely change up how we’re selling and marketing our services from what the
big dogs do and then we get frustrated when homeowners get mad at us because
you know oh well like you know you’re just too cheap you can’t afford mean
it’s like no dude you’d literally like completely changed what they’re used to
buying yeah and how they’re used to buying because in reality we talked
about this before your true competition is not other contractors it’s all the
other things in the world that they could buy or spend their time doing
instead of dealing with you or hiring you so your competition is a $75,000
kitchen remodeler is a $75,000 car or a $75,000 engagement ring or $75,000 you
fill in the blank or it could be a $35,000 kitchen remodeler that the
homeowner can put 40 grand into a car so now instead of just a kitchen remodel
they’re getting a kitchen remodel in a car what do you think they’re gonna opt
for get your all in a car yeah so this is all about breaking down we’re gonna
break down how you buy certain things as humans we’re gonna go through every step
of the process and then turn around and say this is how you need to actually
apply this to your business so then that way you’re not throwing a
wrench in people’s buying processes you’re literally following the exact
same framework that society says this is how you buy so it’s not like you’re
creating this anxiety and stops people from buying mm-hmm is that too technical
of what I’m saying no I think it’s perfect okay you also work here so you
you understand in a bit more yeah but now I think it’s good I think
I think people overthink it too much so I think simplifying it and going saying
hey you just go back to the basics here that I think that’d be good
so cool so let’s talk about this let’s talk about high-end buying so
let’s go for a car a $75,000 car because this is the same price point as a
$75,000 kitchen remodel bathroom remodel Edition backyard landscape that’s a hell
of a deck things like that mm-hmm so for a car the very first thing with a
car and first of all let me ask you like as far as buying a new car how long do
you think that sale cycle is like how long from the first time you go you know
what I’d like to get a new car till you actually buy it uh my sister just went
through this and she really wanted a new car at her process was much quicker I
felt like it was only like a week I would say a couple weeks I think would
be my process see I’m on the opposite end I’m like I’ve been looking for a new
car for over a year now oh really a very long time because I
don’t need one okay if I needed one it’s different the last time I bought a car I
sold my car out in California because I used to live in San Francisco I saw my
car at 8 o’clock in the morning to Carmack’s hopped on a 10:30 flight got
over to here to watch a food in Maryland mm-hmm
late at night welcome back next morning 9 o’clock went to car max and how to buy
another car because the next day after that I had to drive from Maryland to
Charlotte okay where I was gonna move and without a car I couldn’t do that
yeah so my buying process was super quick mm-hmm but I had been doing a
bunch of research beforehand okay so the idea with your sister it took her a week
why did it only take her a week I think okay so oh it would take her a week from
when she actually went to the first dealership to actually look for a car
but research wise if you want to include that I think it took her like close to a
year because she’s always wanted a car but she didn’t need it necessarily
nothing wrong with her car so I guess that’s misunderstood what you said but
but but that’s a perfect thing because that is exactly what most people go
through and they think well you know it only takes my clients a week to decide
on a new kitchen remodel at 75 grand but in reality just like your sister your
sisters spent a whole year yeah and then let’s back it up what kind of car did
she buy so you end up so she had a Toyota Camry and she ended up buying a
Ford Edge I think the SUV I think it’s the edge okay so your sister that bought
a Ford how what is your sister she’s 28 28
years old how how long do you think she’s been seeing Ford commercials for
Oh probably every time she turns TV on they’re all over for 28 years now yep so
she has known the company of Ford for 28 years and if you had to guess how many
Ford commercials do you think she’s seen thousands probably do you think she
knows who Henry Ford is her probably not but I mean she could recognize it she
could recognize it so that is where it all starts is that the sale and the
marketing everything didn’t start the week that she walked into a dealership
and then it’s game on it’s been 28 years of knowing has she ever bought a Ford
before no okay her first car was that Camry so
so it’s been 28 years of seeing Ford commercials thousands and thousands and
thousands of commercials learning in school about Henry Ford and all the
stuff that he’s done the founder of this company and then seeing all the
different models of Ford and then in 2008 learning about what happened with
you know GM and Ford and all those you know companies out in Detroit
so she’s it’s been a household name for probably I don’t know 20 years yeah so
you got to think about that so when you now as a kitchen remodel or go when will
this come they don’t want to pay my high prices it’s like because they just heard
about you this week and they just really went on like you know one of those
third-party lead gen sites or they got a referral from a friend and this is the
first time they’ve ever heard about your company they have no idea why you do
what you do they’ve seen a couple reviews they’ve seen a couple things of
this but their process in which they buy a car at seventy five grand is they need
to see 28 years of commercials they need to spend a year of doing active research
online and then the final week of visiting dealerships and talking to
salesmen that’s the culmination yeah so that’s
what most people will get wrong is that it’s it’s like you know it’s an
overnight success 20 years in the making this was a week-long sales process 28
years in the making now if you’re trying to sell your stuff and you are a remodel
or landscape or whatever it is we have a really high price point stuff
this is how you build a brain just like what Ford’s doing so people are used to
seeing for the use to learning about for the used to doing all this stuff but
then you turn around and don’t do any of it yeah and then get mad when somebody
doesn’t want to spend $75,000 on a kitchen yeah but why would they cuz they
don’t know who you are well it’s funny cuz oh my sister not buying a Ford but
the year before both me and my dad were looking at Ford trucks to buy so I know
he went to like every single dealership that could sell a truck to look at it
and then eventually went back to four cuz he had a Ford before yeah and that’s
what we settled on and that helped my sister buy cuz he’s my dad’s
mechanically inclined so he knew his knows what a Ford can deal with it’s
good quality truck so it was like gets just get the SUV so it kind of was like
he helped you know bridge that gap because he goes Ford ski I just go with
forward and if you’re not gonna go back to Toyota so yeah and so it’s now you
have an expert in the field and forward and stuff so it’s just like and this is
why we push all this email marketing long-term stuff because if you think
about how long the actual sales process is with your prospect if you’re you know
a contractor it’s not that week no it is years in the making but if Ford didn’t
have a website and commercials and this and that if it wasn’t for your dad and
telling your sister go buy a Ford cuz they’re good she’d probably have no idea
what a Ford was when she walked up on the lot hmm so if nobody let’s say none
of these car commercials exist for does no marketing really Toyota does no
marketing Hana des no marketing when your sister walks onto the used-car lot
or a new car dealership and she sees all these different how is she gonna know
the difference between a Toyota versus a Ford versus a Honda hmm she’s not all
she’s gonna see his price points she’s gonna see a couple cool features well
that one’s a four-cylinder that one’s a six-cylinder and unless she’s trying to
like get up and go faster like she’s not gonna have the difference yeah one’s
gotta love the seats ones like exactly so you know unless it’s like little
things like that there’s like straight-up like material differences
and like features and widgets and stuff like that she’s just gonna go for the
cheapest one because she has no idea the difference is between two she doesn’t
know what Forge Dan’s 4 vs. Toyota versus Honda
so how can you get mad at a homeowner that they look at you and you’re $30,000
more than somebody else because you’re worth it you’re gonna show up you’re
gonna do this you can do that but they don’t buy from you because they don’t
really know the difference yeah because they’ve only seen you for a week yeah
that’s like it’s like you and you I mean the car example is so easy to just go
for go off of but you show up to a lot you talk to a Salesman mm-hmm and then
you know you’re like all right we’ll be back in a week and if he doesn’t call up
back up in a week you’re like I guess he doesn’t want my sale yeah so it’s like
the same kind of thing if you you know they need to know that you actually care
about them yes so then you need to kind of continue to get back and front them
which is why email is really important with that – its email it’s all the
Facebook ads it’s sending out postcards it’s the long game because nobody just
on a whim goes you know I’m gonna do today I’m gonna hire a landscaper – or
landscape design company to come in here and remodel my backyard yeah so this is
where all the long-term stuff comes in so yeah sorry I know and it was just
saying the on the opposite everyone hates the pushy salesmen the guys
calling you back every hour on the hour for the next three days that’s annoying
and you wouldn’t like that would you buy from that so it’s exactly so you’ve got
to think about the different things that you buy in your life as a contractor you
know whether it’s new equipment and your equipment some of you guys you have some
really expensive equipment or your work truck or your this you hear that stuff
that’s higher end and cost more money and is a long-term investment
how many long-term investments do you make on a whim very few right if you’re
gonna put all your money with a financial planner
you don’t just Google financial planner call that guy and go you know what man I
got about a million bucks I’m looking at you something with what are you up to
this afternoon like he doesn’t work like that so you have to really sell the same
way that you buy so if you’re a higher end which trust me 100% of the
remodeling companies that we talk to they all say I am a high-end remodeler
because I’ve never met a low-end remodeler I’ve never met so how do i you
know what that would be like yeah we do work but it just kind of sucks you don’t
finish it yeah like we’re gonna put in these cabinets but at the end we’re
gonna put some like you know screw holes in it just to like you know knock off
the Pricer but like everybody always talks about how
their high yen but they don’t do the high-end marketing so Apple is a
high-end technology product you see all their marketing and I don’t know if it’s
because I have Apple products and I like believe in the product but like I see
way more Apple commercials mmm then I do Dell commercials yeah 9% I think it’s
because you associate Apple with being high-end that even if you like really
dissect it and it’s like Oh is there commercial as their website where that
high-end you just think that already cuz you know they’re high-end
yeah then it’s and it’s a really good well done commercial so you’re like yeah
that’s that’s like the example you want to use almost use just the overall brand
just really what it comes down yeah but they’re they’re hitting you all over and
apples a technology company there’s billboards around Charlotte that
show Apple mmm-hmm like that’s it which is crazy because
they’re always there they’re always top of mind so when it comes time to hiring
somebody and Plus this is like the best way where if the more that you can
educate people especially if you’re way more expensive and most the clients that
we work with they’re like easily at least 50 percent higher than their
industry average the more that you can educate people the more likely it is
that they’re gonna wait an extra two years to do that kitchen remodel project
or to paint the entire house or to get that outdoor kitchen you know from a
landscape design company because they’re like you know what we could either get
it today for 50 grand or we get it in two years have done exactly how we want
it with the right company for 75 they’re more likely to wait if they understand
the implications of jumping right now and going with a $50,000 company but
they would only do that or only know the implications if you are putting that out
there in their ecosystem or in their like
world if you will and that is where all this ongoing stuff comes in so how do
you actually do that one content all the stuff that we’re doing right now with
cgn Alex’s whole job is literally just to push this brand and honestly I mean
obviously go back to the why of it all it’s like to help you guys all out but
like what does he actually do it’s all the video all the podcasting all the
pictures all the stuff that just kind of shows like a behind the scenes look of
what we’re doing and so what you can be doing in your world
to make this stuff happen that is the long-term play here so content content
content so let’s just say Alex if you’re a but if you’re a contractor what kind
of videos would make sense for people to put out there I you know about your
process you know what’s the step from when they first contact you to when they
want to close the close the deal then maybe about the team you know if they
like we did one for Todd tribal up in Michigan at painter and all the project
managers got on camera and said a little bit about themselves so when they walk
to your door you don’t think there’s just a strange guy walking to your door
he little bit about them you can make small talk as well yeah and maybe you
know a couple project profiles you know Pass work you’ve done talking through it
kind of again talking about your process but like you know real kind of end time
quirks that come up or red flags that come up during a job that you can solve
right there the red flag thing is perfect and like that’s always a great
one where it’s like stuff happens people know it but as a contractor you’re a
problem solver no job is is always a hundred percent right perfect
so something always comes up and those people that can say this is a project
problem that came up and this is how we fixed it they’re more likely to get
hired because yes you admitted to doing it imperfectly but here’s how your
problem solved that is what people want to see it’s a real fear from people yes
it is like how do they respond off a red flag if something comes up how are you
gonna respond it’s like no relationship is perfect but it’s how you bounce back
mm-hmm so content is the first big one and all this stuff the next step of this
is gonna be you have to stay in front of people somehow you think about that car
your sister has seen commercials a commercials content for Ford mm-hmm and
then now it’s like where they it’s a video for Ford and now it’s how what is
the vehicle no pun intended to get that in front of your sister for 28 years
they used car commercials on television as a contractor commercials I mean they
could still do okay but this is where Facebook ads come in this is where
emails come in because if you can get somebody on your email list you can
quote-unquote send them your commercial once a week yeah twice a month whatever
you want it to be but you’re staying top of mind the same way that forge stay top
of mind with your sister yeah it’s a Ford can
see they have millions and millions of clients or customers so they can afford
to put it on TV as commercial but for contractors you really only work in a
small area so to put them on like online is the easiest way like I’ll be driving
and I hear a contractor ad on the radio and I think why because it’s it’s the
most unusual form of media so how is somebody actually gonna buy or call you
because they see your radio ad I think it’s so stupid and and think about how
many times has somebody called you up and said you know I don’t want to see
any pictures of what the work of you I just want you to tell me what you do
never it doesn’t work yeah that’s why I think it’s so stupid but yeah that’s why
I’m line it literally they could just be scrolling through Facebook and you’re on
the side yeah that’s it and yeah so it’s you guys you got to get you have to have
that vehicle that gets you back in front you have the content now let’s get back
in front of those people and that is the email marketing stuff that is running
branding ads on Facebook and YouTube things like that just to stay top of
mind because again you’ve got a very long sales cycle super long so you need
to stay top of mind and then let’s talk about the car thing again
did your sister just buy the car online or did she go somewhere and experience
the car no she went there test drove it she went there and test drove it but
then yet we want to turn around and say well we’ll just buy they buy the kitchen
by the landscape without test driving anything this is why like if you have a
showroom like so my dad in the pawn world right they have a competitor he’s
actually pretty there’s a friendly competitor and a friendly competitor has
a pond like a like a pond set like a garden center if you will and their
business has taken off hand over fist because people can go there they can
experience it the same way that we’ve talked about like you know like I’m
gonna show up in my dad’s house they sit there for the pond yeah they experience
it they walk away the big ass check but this is their version of test driving a
pond mm-hmm my dad doesn’t have that unless he invites people to his house
yeah so how are they going to quote-unquote test drive a pond it’s so
much harder but with your sister when she gets in it she sees the buttons she
can drive it she knows what she’s gonna feel like what she’s gonna look like in
that car it’s a hell of a lot easier to sell somebody when they test-drive it
yeah so if you are a contractor people especially if you’re a high-end you sell
high-end stuff people need to somehow test-drive your stuff hmm let’s say you
put it in you know a a backyard patio like a really nice upscale one with a
fire pit and an outdoor kitchen what emotion if you’re a homeowner and you
have that in your backyard what emotion do you think you want to feel if you do
that serenity serenity and happiness so you need to somehow as a contractor let
somebody get into a backyard that’s gonna be kind of similar to theirs and
experience serenity and happiness because once they felt that it’s kind of
like heroin mm-hmm once you feel it once you want to feel it again all right next
thing you know you’re putting on pink floyd– and you’re jamming out but you
need to experience that serenity and that happiness in a backyard because
once you have it and it gets taken away because they go hey you know like it’s
time to go as a homeowner you want that same reason why Bose has at their store
if you’ve been to a post or a mall yes and they put on the headphones where
they put in the surround sound and you watch some like sahari video that has
nothing to do with anything in my life but it’s so cool because you can never
watch TV the same way again now change your whole experience yeah that’s like
that’s why like at least like I know like your dad’s competitor has a
showroom and that’s not realistic for I think a lot of contractors but you know
it is but I mean it’s okay to not have one that’s why video is very important
because you can still kind of get the same feel that’s not as you’re there
because I know what I’m there it’s a little bit different but even watching
poun videos on YouTube I’m like I’ve become now if like I want a big house
and I want a pond that’s what I want because I they they portray it so well
and if you do it right you can actually make that your showroom your YouTube
channel yes and that’ll be it’s a good little hack for it all mm-hmm I’m still
I’m still sold on the idea that like if somebody is so used to go and I mean
this is another thing as somebody brought up but they were like well app
will never run sales and Apple never does Apple has a showroom they’ve a
showroom in every single mall mm-hmm that you can go there and test drive
that $2,000 computer or that $1,200 phone and you can go
there and play with all the features and stuff but then we turn around and we say
by this $75,000 thing but nobody there’s there’s no way for them to open the
drawers like you have like all these remodelers these days that we’re doing
websites for like what’s the cool featuring like oh people love the slow
closing drawers which is like they don’t slam mm-hmm but unless you’ve been in
somebody’s house that has that how are you gonna show somebody that which is
why these seminars are really big seminar that’s a whole topic actually
that’s coming out next I think no it’s at this point yeah so now this last one
youth listen the last week’s party yeah this is last week’s podcast from this
with Brian Sebring talks all about the seminars but that stuff works so to go
back just wrap up the high end stuff the you got a really reverse engineer how
you do things if people are used to test driving your stuff if you don’t have a
showroom make your house a showroom or if you’re finishing up a house for
somebody like a kitchen for some of your backyard renovation ask that client hey
would you mind if I brought bring a couple prospects and just kind of show
them a behind-the-scenes look mmm that’s what Neal Christensen used to do mmm he
used to show behind that is called like behind the wall and he would just kind
of during a project bring people out and show them what what the project is all
about so it gets people in there lets them quote-unquote test drive your stuff
you know that’s good idea switching on over to short term I’m
gonna stay with the car commercial stuff short term and what I mean by this is or
salon short term um lower price point if you don’t sell a $75,000 thing but you
sell something that’s let’s say a thousand dollars or less
whether it’s one window install it’s a pond cleaning it’s you know like
touching up like the garden at someone’s house it’s a bit of a different sales
process but you still have to reverse engineer the exact same way that you do
for a high M so let’s talk about something it’s cheaper let’s do like a
car thing oil changes mm-hmm what is an average oil change cost like 60 bucks
maybe 60 bucks if you get synthetic exactly so when it’s something that’s
super cheap like that and you look at it in that manner because I mean who do you
go for here and Charlotte forward to do I just go straight to the Ford
dealership cuz they do a great job but I used to go to uh I think it was like
grease monkey or something see you don’t even know the name of it yeah exactly
cuz it doesn’t matter because you don’t look at for the most part like you don’t
look at the oil like you’re not looking at an oil change place as like man I
can’t wait to go there and get the greatest experience you just want your
oil changed she didn’t get out screw it out that’s yeah two things yes like and
that’s really what it comes down to so when you sell stuff that people look at
you as a commodity and it’s not because of who you are it’s because of the fact
that I mean I just unless I’ve had like a really bad experience or a really
amazing experience I’m just probably always gonna look at oil changes as like
just something that just has to get done yeah I’m not I’m not waking up on a
Saturday morning excited cuz like I can’t wait to go there and talk to Rick
yeah and have fun there it’s not fun to nuisance well I’ve I’ll tell a quick
story in New York the mechanic we always used to go to I just need an inspection
on my car it’s a it’s a four-minute plug-in $37.00 thing and I had to go
back five times because they just yelled at me every time cuz I parked in the
wrong spot because there’s nowhere to park there but like and then I come down
here and I want to go get an oil change I go to Ford and it’s like I sit in the
waiting room they give me free coffee free candy whatever I wanted and and in
ten minutes it’s done and I’m like that’s a great experience I’m gonna go
back there every time so with that you just have to understand that like unless
somebody’s been through in New York City five iterations of getting yelled at mhm
they’re gonna I mean they’re gonna look at you as like a commodity because of
just what you do so like that’s the big problem with the pawn world where what
happens is somebody moves into a new house and this is like every industry
deals with this but especially with pawns something moves into a new house
and they have a pond in the backyard they have no idea what to do with it and
they got to do something about it because it’s a cesspool that collects
mosquito eggs and what happens with mosquito eggs they hatch mosquitos
mosquitos you know bite your kids your kids die of West Nile Oh God
you gotta do something about it it’s kind of like the oil but nobody’s
looking at it as you know what I cannot wait for the pond guy to get out here
and and services pond like you I’m just it’s gonna be the best satyr in my life
yeah it’s just a thing that you have to get done so when somebody comes in and
says yes this is gonna be a thousand dollars as a homeowner you’re like no
way because as a homeowner this is an oil
change but for your house mm-hmm when they look at it as a commodity
unless they’ve had a terrible experience with somebody else
or maybe they came out they cleaned it and when they cleaned the pond they
punctured a hole in it and it was just a whole fiasco but for most people this is
their first pond mm-hmm if you if you deal with a lot of first-time homebuyers
they are going to hire cheaper people because they have never hired a
contractor and gotten screwed before so you can’t get mad at people for being
cheap because they don’t know the downside yeah I think everything’s comes
it starts off as like a negative mindset I feel like you know they don’t really
want the pond then they want to get it serviced so it’s like you kind of don’t
you already starting behind the 8 ball so why can’t I keep going down that path
so you have to like so and that’s when like either a promotion comes in and
goes look use use a thousand bucks we’ll do it for $600 or you know what hire
somebody else hire somebody for $400 I’ll see you next year that’s yeah and
you can’t say that but it’s one of those where it’s like when you go and you let
them go for the cheap guy they’re gonna call you back the next year and go hey I
had it done last year but I can’t get ahold of the person or hey I had it done
but they punctured a hole in the liner and you’re gonna go greates $1,000 they
go well the other guys for 100 you’re gonna go okay what happened when you
hired the $400 guy they’re gonna go okay you’re right I’ll pay the thousand
mm-hmm so you sometimes just have to let them go and let them experience the
negative because that’s I mean think about every movie out there there’s
always what what does success look like but there’s always failure because if
you don’t talk about failure then what’s like what’s the whole point of winning
so if I don’t know give me a movie stylet ignites Talladega
I don’t know movie well you know I know kind of steady receipts that brothers
then sure set brothers so stepbrothers here’s what’s gonna happen here is the
whole point of step brothers at the end is the two brothers have to come
together work together to get their parents back together and you know that
as the audience because you know that the parents you know they want to get
the parents back together but if the brothers fail at that then they’re never
gonna see each other again because the parents got divorced but if they don’t
talk about the fact that I’ll never see you again then you don’t know what the
downside then the upsides not that big of a deal
so the same thing with this where if people if homeowners know what the
downside of going to somebody cheaper is then they’re way more likely to go with
somebody nicer and somebody more expensive but unless they’ve never
experienced that it’s gonna be a tough sell because they don’t know the
downside so you either have to pull that out of them and go alright let’s talk
about the worst-case scenario here then they’re just not going to know but as
far as your marketing and all your sales stuff it sometimes you just gotta oil
change and for an oil change the way that somebody buys like this for me I
literally Google oil change company near me mm-hmm and then I look at when
they’re open what’s the availability because for me speeds everything yeah
I’d much others get in get out and be done with it I’m okay with paying and
extra like 40 bucks more if it’s not gonna take up my whole Saturday and I
can actually schedule an appointment yeah so if you want something that’s if
you offer a cheaper project or a cheaper service maybe you have a scheduler on
your website where it says hey I will come out and I’ll spend two hours do an
XY and Z schedule your time on my website but you again guys like you have
to really take the way that you buy things and reverse engineer that and
apply that to your own stuff yeah no exactly
it’s like like fast food of things like killed a lot of like restaurant like I
don’t know like customer service a little bit because you’re so used to
getting it like in five minutes within five minutes that at a restaurant you’re
like how wide they got my water yet it’s been about 10 minutes and it’s like
that’s so true I mean that’s why any like it’s it’s a restaurant like you’re
supposed to just have a conversation you know what I mean so you you just really
like for all this stuff whatever price point you’re at I mean it’s just car
stuff seventy-five thousand dollars but if you’re if you offer a seventy-five
thousand dollar project but you don’t offer financing what percentage of
people buy a car outright with cash hardly anybody what percentage of people
buy a house outright with cash nobody and in both of those scenarios you can
negotiate mmm-hmm but then we turn around and when
somebody says can you do something about the price we go no way Wow you’re too
cheap I don’t negotiate but they’re used to negotiating and then I see this all
the time I see thing where people are like whoa you know what
you walk into McDonald’s and ask them if you can get a cheeseburger for four
dollars instead of five and it’s like yes bro you were selling a $75,000 thing
not a five dollar cheeseburger and they’re used to it those price points
there are used to negotiating so so when somebody wants to negotiate you can take
that snarky tone and go no way would you walk into McDonald’s it’s like dude like
I’m sorry they’re also not talking to the owner
yeah like they’re not talking to do you know found in McDonald’s I’m not the
Atomics that was one Ds I think yeah Ray Kroc Ray Kroc no Ray Kroc yeah good
movie was the founder but either way like you’re not talking to him you’re
not going hey man I know you founded this stuff you set the prices like
you’re literally as the home owner you’re talking to the person who sets
the prices mm-hmm you’re the one who came up with it and it’s that’s a
subjective price hmm plus they’re already they’re already margin down so
thin that they almost like trust McDonald’s at this point that yeah
that’s actually yes yeah and it just it costs what it costs and they have all
the leverage because if you walk in there and you say look I will only pay
four dollars for this five-dollar thing we’re also I’m walking out of here yeah
what’s McDonald’s work you’re gonna say okay yeah there’s 15 people alive yeah
like could you hurry it up yes exactly because they have the leverage yeah
exactly yeah I would love someone just be like
oh you’re not McDonald’s buddy I’m sorry yeah yeah like you know that’s fine like
if I’m if I’m look like I if if this is McDonald’s like I won’t negotiate but
you are so expensive hmm so that’s one of those things that like you just have
to really reverse engineer everything think about all the stuff that you buy
think about all the marketing that goes into it and I know it sounds
overwhelming but ignorance is bliss where you go oh and you can blame the
customers I see that all day long you know the worst thing I ever see and
we’ll wrap it up with this because otherwise I’m just gonna theater I get
so frustrated when I see stuff that when somebody says yes this is gonna cost X
amount of money in the homeowner goes wow that’s a lot of money and the
contractor goes yeah not everybody can afford us and what they did is they just
won the battle mm-hmm they just won the battle by putting the homeowner down by
saying you’re too poor to hire me and don’t worry about it a lot of people are
too poor and you’re doing it to prop their own ego up but they lose the war
because a they definitely just lost that customer and
that customers can tell all their friends oh yeah I talked to Logan he’s a
dick mm-hmm like not only did I tell him I didn’t want to hire him he then put me
– he threw salt into the wound so it’s just like it’s this whole thing you
really have to like with us here like at sea Gianna Full Sail like I’m like
looking through it I’m like okay this is what this cost as a business owner if
somebody asked me ten thousand dollars for a website how would I want to do the
payments but I want to just do upfront because we have the cash when I save up
for it what I asked to space it out over a two-year period so it’s only a few
hundred bucks a month what does that look like so it’s all just what you
yourself would do is how you need to sell your services and yes you’re not
your ideal client because most people most contractors cannot afford their own
services but you got to think of the other things in life that are kind of at
that price point that your home owner buys and that is really what you need to
emulate off of because there’s a set template of how people buy things and if
you deviate from that it causes chaos and homeowners Minds and you’re Sol yeah
like I said any better perfect why rehearse – yeah good all right guys
if you’re watching this on YouTube this is how would you categorize this well
this be more like a sales thing a marketing thing like a sales mindset
marketing mindset uh it’s like a little hybrid of everything I think it’s more
sales but it’s also kind of mark it goes into marketing because that kind of goes
with sales so I don’t know I’ll go with sales mindset I think start over a
reverse engineer your sales mindset that’s it all right let’s do this
what keyword we want to go for on this do sales mindset SEOs mindset so do us a
favor guys if you like this kind of stuff for its reverse engineering the
whole sales mindset comment below sales more sales mindset because that will cuz
I mean trust me as you can see from my enthusiasm I can keep going on this
stuff and the more that you truly understand why people buy and how people
buy it’s way easier to sell them stuff southern whatever it is that you do
because you can tap into that versus trying to sell widgets and then getting
mad at them when they say no bus we’re more of passionate about topics that you
guys actually want to talk about yes like exactly like you know
we we see it we go okay great the last podcast was on scarcity mm-hmm we got a
lot of downloads a lot of YouTube videos a lot of likes and comments let’s do
more on that stuff because clearly you guys like that so we can take the
general idea of scarcity and now is create a couple subcategories on it and
dive even deeper into more actionable things so the more that you guys
interact with us the more that will give out to you and we do it all on metrics
there’s certain videos that we’ll never do again because it did not work
whatsoever but you gotta test it just to see yep so if you tell us it’s way
easier if you like this stuff put in more sales mindset in the comments below
if you were on podcast just do us a favor just send this out to one person
that needs to hear it every so often I’ll find a podcast I don’t ever ever
I don’t always send like a podcast that I listen to out to somebody but if I do
hear one that I really like I usually set it out to like two dozen people yeah
so if you’re in that kind of boat that’d be sick but if this wasn’t a good enough
one just do his favor move on to the next one yeah yeah watch
the last week’s much last last we’re just killin ya cool we good yeah I’m
good bye guys thank you very much