Building Strong Customer Relationships: Part 2
Why do some techs struggle to gain traction with customers, while others using the same process consistently connect and convert?
It often comes down to how they show up in the moment. The most effective techs aren’t just diagnosing, they’re having real conversations. When there’s no pressure to sell, they can focus on sincerely sharing what they know and building trust.
In this episode of Cracking the Code, Russ Horrocks dives into how belief, presence, and passion drive connection. When techs lead with authenticity, they free themselves to engage naturally even when the answer is no. Keep refining your approach, stay positive, and treat people the way they want to be treated. It’s not about forcing a result — it’s about showing up with confidence and letting your passion do the talking.
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Audio Transcription (in beta, please be wary of typos)
00:00:00:00 – 00:00:09:09
On today’s show all about Technician Communication part two.
00:00:09:12 – 00:00:32:07
Now, last week we had Russ Hawkes in the studio to discuss technician communications. Now he will wrap up that conversation. So let’s get started. Take it away Russ. Service mindset is really important. But the operational mindset is just as important to complement that. You can talk about anything in the home if you have the right mindset. That’s the cool thing.
00:00:32:10 – 00:00:59:06
I can bring up any product, any service, anytime to anyone, anywhere because I’m never trying to sell them anything. It’s an incredible, freeing experience when you operate from that. That mindset. I don’t bring things up to sell them. I bring things up to let someone know what exist. Explore if they want to give them additional information of the value it and it compels them to act.
00:00:59:08 – 00:01:34:22
If they choose not to act on the information, I’m fine with that. My intent was never to sell to begin with. It protects me in so many ways and it protects my home owner. I don’t get discouraged. I don’t get frustrated. I don’t stop bringing up products and services because the last person didn’t value it. I continue to go to the next person, give them the benefit of the information and professional skill that I have, and make sure I never feel an ounce of pressure to make sure my customer never feels an ounce of pressure and aligns me with my customers and makes them feel safe and helps and helps me build an environment of
00:01:34:22 – 00:01:55:21
success. They’ll appreciate it and appreciate it so much. The reward you with something really, really special and really important and that is their trust. So this operational mindset is a really important thing to get right. So hopefully all of you out there will think hard about how you go into the home and what you really are there to do.
00:01:55:24 – 00:02:17:21
To sum up, we’ve talked about so far, you’re there to give them an amazing experience to exceed expectations. You’re there to serve them with complete and accurate information of all the things that they could do. Should those things be important to them? You’re not there to bring, in your opinion, your bias, the what would you do? How different are your customers than you?
00:02:17:24 – 00:02:43:04
Vastly. There’s so many variables what people value, how people make decisions, how people communicate, how people, think about, you know, their situation. You can have so many different situations that you’re in. There is an infinite degree of variables in a home. And for you to go in to home and to think that someone thinks exactly like you, that’s a big mistake.
00:02:43:06 – 00:03:04:21
I often say to the classes that I teach, you know, there’s the golden rule that’s often used in religious contexts. Do unto others as you’ve had them do unto you. But in our world, horrible advice and never, ever treat somebody how I want to be treated. I always look to treat them exactly the way they want to be treated, and that’s how you get it, right?
00:03:04:22 – 00:03:29:20
That’s how you connect with people. That’s how you get the best possible outcome on every call. Stop being what you think people want to be and start being what people need you to be. When people call you, they call you with expectations and hope they want to succeed. They want something to come out that’s professional, thorough, informative. That doesn’t pressure them and gives them great information, but they’re afraid you’re going to be something else.
00:03:29:22 – 00:03:53:12
What are they afraid that you’re going to be? They’re afraid you’re going to be pushy, but you’re going to be opinionated, that you’re going to talk about things they don’t want, they don’t need, they don’t care about. They can’t afford. So they’re on edge. And most technicians, unfortunately validate their fears by being with the customers, afraid of. So we got to make sure that we understand the most important thing.
00:03:53:14 – 00:04:16:10
There’s something outer called ero or ero. It’s a relationship between the event, the response, and the outcome. In life, people say life’s 10%. What happens? 90% how you handle it. In business, we say the results we get are 10% the event and 90% the response. So the event would be the call run the homeowner, the situation, the circumstances.
00:04:16:10 – 00:04:44:29
That’s the event. But the risk, the outcome of that event is 90%. What we do and the response is the sum of our knowledge, our skill, our experience, our attitude and our mindset. And here’s the the hopeful thing about this equation I love so much is that the response be 90% responsible for the outcome is a 100% something that we can grow in and get better at every single day of our lives.
00:04:45:02 – 00:05:22:16
I think about the responses I’m capable of giving now in the home, and the ones that I gave 20 years ago. It’s embarrassing. It’s laughable. I even think a year ago the responses I was giving versus what I do today and I think, wow, look how much I’ve grown and I can’t wait to look at next year, how far I’ve grown from today, and how much more skilled and knowledgeable, and how much more experience I’ll have, and how much more I can work to cultivate that perfect mindset, that operational mindset and attitude to give people an amazing experience where that response spawns, compels, and produces amazing outcomes.
00:05:22:18 – 00:05:40:24
And every call worth the difference. Wasn’t the technician in Arizona, two weeks ago and we go to a home? It’s about a 15 year old house, and, the technician quickly diagnosed we had a bad, really, and he was going to go in and price to really be done. And I said, look, this is a 15 year old system.
00:05:40:27 – 00:05:56:17
We owe that customer more information. Let’s do a deep dive diagnostic on everything, and let’s report back. And we went back to the customer and said, look, you know, your system’s 15 years old. Were you aware of that? They said, yes. And I said, how do you feel about that? And they go, well, we’re a little bit nervous.
00:05:56:20 – 00:06:13:27
I said, I can imagine. So has it been brought to your attention how it was? They said, yes, it is. And I said, what would you like to do? What is your hope? And they said, well, we’d hope to have it last longer, but we also realize it is getting old. And I said, well, I’ll tell you what, today the fix is pretty simple.
00:06:13:29 – 00:06:32:15
If really it’s gone out. Not a super expensive repair. Happy to give you up and running, but what a lot of our customers love to do is know all of their options. We have a group of people that work for us called design technicians, and their job is to come into people’s homes and educate them as to all their options in terms of replacement.
00:06:32:15 – 00:06:55:18
They know codes, clearances, configurations and all the money that’s out there for today’s buyers. They’re incredible people with incredible knowledge. You’re going to absolutely love them. And the best thing it’s a free service. They come out, they just inform you they’re just like us. They don’t have an opinion. They’re not here to sell you anything. And once you know both of your options, you can decide which one makes the most sense for you.
00:06:55:20 – 00:07:13:07
Is that something you’d like us to go ahead and do for you? And she said, yes, we would love that. So we called in, said lead. Actually, the design technician came out later that afternoon, and that customer invested $16,000 in a new system. So after that call, I said of the technician, I said, you know, be honest with me.
00:07:13:07 – 00:07:37:11
How many times do you walk by these opportunities because in your head you’re thinking, you’re doing the customer service. And he said, every single day and that, you know, so yes, there’s a business side to that. There’s missed revenue opportunities. There’s all that. But the thing that affects me the most is how many people are being denied the benefit of that information.
00:07:37:15 – 00:07:56:16
That could have the peace of mind of a better operating system can have the control they want. The advantage of today’s advancements, whether it be dual fuel or heat pump or inverter or modulation, how many people are going to have to spend more now next year or two years from now? Thousands more for what they could have got today.
00:07:56:18 – 00:08:15:20
That’s what I’m talking about here. If we deny people the benefit of all the options that they could consider, we’re not truly being professionals. Now. I didn’t have any opinion on what that person did. If she would have said, no, thank you, we’re good. We’ll get the relay fixed and we’ll, we’ll, we’ll cross our fingers and hope for better, hope for better days.
00:08:15:20 – 00:08:34:08
And we get through another year. I would have said fantastic. Not a problem. At least you’re doing the maintenance. And that’s the best way to get as much life as this system, if that’s what your goals are. And I would have made them feel amazing about that. So my job is never to tell them what to do. My job is to tell them what they can do.
00:08:34:11 – 00:08:58:22
And when you understand that as a technician, this starts to get so much easier, it starts to get so much funner, and you start to have so much more success. So I love this. I call this an equation of hope. It lets me know that I don’t have to be tomorrow what I was today. I can have different, better outcomes because I can always build different and better responses.
00:08:58:27 – 00:09:20:11
So what are you doing every day to get better at your craft? Pretty important question to ask, isn’t it? I commit to myself even though I’m brought in to every situation. Is the trainer, the coach, the expert? I sit down every night at 9:00 with my journal and the book, and I study. I study my craft and I think about what do these things mean to me?
00:09:20:11 – 00:09:35:26
How can I implement and how can I grow from them? What do I learn today I had a salesman competition, one of the role play, a concept or idea. What did I learn from that? Well, so every night I’m trying to just become a better version of myself. And for me, that just still makes this so much fun.
00:09:35:28 – 00:09:50:20
I still knock on doors every single week, and I can’t wait to see who’s behind the door and how we get to help and serve that individual. It just keeps it fun. If I can grow in what we do, I’d have been bored decades ago. I would have probably left the industry. So I love that we get to keep growing every single day.
00:09:50:20 – 00:10:15:25
So what are most people repeat? They repeat the effort from the day before and they don’t find some way to be better. And so I help encourage each and every one of you to find some way, some small aspect of what you do every day to improve upon. And when you start to see the correlation between training, technique, ability, awareness, knowledge and experience with success, it starts to get really fun.
00:10:15:28 – 00:10:36:07
Anyone that’s mastered anything always goes back to their training. They’re obsessed with it. They saw that correlation. They saw that training get better results, more success. And then for each one of you, what would that mean? More financial security and opportunity, more professional opportunities to grow. If you’re a technician out there listening and watching this, you can do anything you want.
00:10:36:07 – 00:10:53:23
You can be the best technician on your team, in your organization for the rest of your life. You could be the service manager. You could be the operations manager, you could be the general manager. If you’re going to design, you could go into consulting and training. You could go open your own business. You could do anything you want.
00:10:53:25 – 00:11:14:03
But you got to start today. You got to build habits of success. You’ve got to start to build a mindset that will support the course of action and life that you actually want to live. So becoming something different to achieve something different. The key and the name of the game. But why is change so hard? It is hard not going to deny that.
00:11:14:06 – 00:11:37:28
It’s hard. It’s difficult. And the reason is so hard because we’re literally working against our biology as we try to train our brain saying, stop it, you moron. I was comfortable, you were comfortable. Why would you ever change? So you’re working against this part of your biology that doesn’t want you to change? Your brain’s primary, you know, purpose is to protect.
00:11:38:00 – 00:11:59:01
And when you’re uncomfortable, your brain goes, I need to protect you. So if you understand this, it’s half the battle. Just embrace that discomfort, you know, fight against that biology that’s telling you to quit trying to change. I’ve heard all the excuses in the world. I’ve made most of those excuses myself. It’s too hard. It didn’t work. I want to go back.
00:11:59:06 – 00:12:18:03
I tried to change in. My results were worse. I’ve heard every excuse in the world that’s just you telling yourself a story so you can go back to where you’re comfortable and your biology is behind that. Because I’m sure every one of you actually wants to get better. But the problem is the effort it takes. You let the biology determine that, and you listen to your own little lies.
00:12:18:03 – 00:12:39:10
You tell yourself, and you just fall right back into what you’ve always done. So I want to give you some techniques to how to change a little bit my goals to tell. I think there’s, I don’t know, 60, 70 companies on here. My goal is no matter what your process is, to give you the skills, the tools, the information to execute your process better.
00:12:39:13 – 00:12:56:20
I can’t come on here and just outline what to do in the home, because I have no idea who any of you are in your process that you have. But what I can do is show you how to execute your process better often. Quit to golf clubs. The golf clubs matter, but they’re not the most important thing. It’s the golf shot that matters most.
00:12:56:22 – 00:13:23:07
So while your process does matter, it’s not the most important thing. It’s what you do with it that matters the most. Some of you out there on a team with ten, 15, 20, 30 other technicians, you all have the same process. Why do you perform differently? That illustrates the you know, how important the process is. It’s important to have a process, but the execution, the skill of the individual is that determiner of what’s going to happen.
00:13:23:09 – 00:13:41:18
I’ve got I’ve seen guys in teams where the top guy does ten times what the bottom guy does. The bottom guy isn’t denied the same process. Knowledge and information. The top guy just has so much more skill and technique. And that’s really what I’m hoping to help you over the next couple of days is what is that skill and technique?
00:13:41:18 – 00:13:59:15
What is that knowledge that you can bring to your process to allow you to be better at what you do? So let’s talk a little about how you can overcome some of those, difficulties and change ones. You gotta learn how to control your inner voice. The most important voice in your life is going to be your inner voice.
00:13:59:17 – 00:14:19:21
It speaks 24 over seven to you and it has the most influence on what you do. A lot of people think they can entertain negative thoughts and they’re not hurting anybody. But you are. You’re hurting the most important person in your life. And that’s you. Hi, I’m Darryl, you shensky. Hey, I’m Bob Larkin. Many of our contractors meet with us monthly.
00:14:19:23 – 00:14:45:09
And you. Chances are I’ve met with us monthly. We found that members have deeper and greater needs. So we came up with next level coaching, which is we meet a lot more often. And there is accountability to deal with some of the issues of money growth, finding employees, having an exit strategy to get off this roller coaster. These are the issues the contractors want answers to, and we can provide those answers.
00:14:45:09 – 00:15:08:01
The next level coaching. When you join next level coaching, you’re going to find solutions that are easy to implement and logical. Most importantly, we hold you accountable to specifics. We’re going to meet twice a month and have specific to do’s. And with those specific to do’s, we’re going to discuss and dive into your financials in a very granular way.
00:15:08:07 – 00:15:34:12
You’re going to have a clear budget. We’ll be able to establish pricing. We’re going to help you create leadership programs to build your people. We’re going to help you find people. You may think of differing ways to engage employees that will keep them more involved by joining next level coaching. So if you’re interested in making more money, growing your company, finding good employees, and developing an ethic strategy, you have Dell on our call.
00:15:34:17 – 00:15:50:08
We’d be happy to talk to you about next level coaching, and we’re going to see you on the next level. Now that I’m getting older and that kids are mostly raised and have grandkids now, I think back to my younger self and I wish I would have taken better care of myself. I gave up a lot for my family.
00:15:50:08 – 00:16:11:22
I gave up a lot of things I loved and cared about for my family, and I think it threw me out of balance because if I’m not the best version of me, how can I be the best for the people in my life that I love and that I care about, and that I support? So you’ve got to now listen to that inner voice that that can tear you down because you are the most important person in your life.
00:16:11:25 – 00:16:39:08
There’s consequences. You can’t just sit here and entertain negative thoughts about your company. Expect to go out and perform at the best, highest level. It’s not possible. You know, I know because you’re a human. So if you’re sitting in your truck and you’re entertaining, why your company’s so awful and how they limit your success and how you can’t succeed because of the weather, the market, because of inflation, because of the cutthroat competitors, because of on and on and on it goes.
00:16:39:10 – 00:17:01:24
If you’re sitting there, entertain those thoughts. You’re right. You’ll never overcome them. You’ll never get better. There’s serious consequences to that way of thinking. One of the best statements I’ve ever heard, about this, is simply for the man who says he can. Nothing on earth can stop them from the man that says he can’t. Nothing on earth can help him.
00:17:01:26 – 00:17:19:08
And that’s true. I’ve seen evidence of that every single day of my entire professional life. I love to ride with salespeople that say, you can’t sell in the zip code, you can’t sell house flippers, you can’t sell market leads, you can’t sell home advisors, you can’t sell Angie’s List. You buy on and on it goes. That said, hey, can I go do it?
00:17:19:10 – 00:17:33:26
Let me try. I don’t know if I’m going to sell it or not, but I’m going to learn. I’m going to go in there feeling that there’s got to be a way to be successful. And more often than not, am successful. The salesman is like, how did you do this? Well, I thought it was possible to begin with.
00:17:33:28 – 00:17:49:03
That’s where it all starts. It’s all starts here. I’m where I live in life. The more I realize the whole game is played right here, the six inches between your ear is where the whole game of life is played. So I bring this up because you need to learn thought, discipline. If you don’t have it now, get it.
00:17:49:06 – 00:18:12:29
Make it a goal of yours. Tell yourself the right stories. Tell yourself the right narratives. Discipline your thoughts. Minimize the consequences, and inspire you to do the right things. And you start to see the results. Many psychologists have published theories on relationships of thought, feelings, actions, and results. There’s a doctor, Michelle me. She calls it TFR, which is what I want to share with you.
00:18:13:06 – 00:18:33:23
We’ve got doctor Carol DeWitt’s book, The Mindset. She talks about the fixed mindset versus the growth mindset. Both great reads and good information. So I want to kind of share with you Doctor May’s version of this, she says, is the relationships and what you think, because what you think determines how you feel. How you feel determines what you do, and what you do determines what you get.
00:18:33:25 – 00:19:00:01
So thoughts, feelings, actions, results. That’s why it’s called TFR. So I remember early in my career I thought I hate landlord calls. They never appreciate quality. I can’t teach them how to buy. I can’t teach them I’m different than my competition and they just don’t buy it from me. So when I got a landlord call on my my lead sheet, guess what my thoughts produced really awful feelings.
00:19:00:03 – 00:19:23:07
Tons of being victimized, being picked on the other guys get the no heat, no cool tech lead. I got to run this crap and all this, and I’m discouraged and frustrated and I walk into that home and guess how I behave? I behave exactly how I feel. You can’t hide that from any human being. And then when they don’t buy it for me, because I don’t give a very compelling reason to, the results reinforce the original thoughts.
00:19:23:07 – 00:19:39:18
And it’s just called a behavioral loop. And I create a habit. And one day I realized, you know what I’m going to keep getting landlord leads. It better figure out how to do it. They got to buy it from somebody. So an awareness came into my thought pattern and I said, what if I change the way of thought?
00:19:39:20 – 00:19:59:02
Let’s change the way I behave. Let’s see if I can get different results. So I adopted a new thought pattern, and I went to the next landlord call. And I said to myself, the entire way there, I love landlords. I changed my identity by just changing the way I spoke. I am no longer a person that hates landlords.
00:19:59:02 – 00:20:18:03
I now love landlords and I just changed my thoughts. It’s incredible the power of your thoughts. And I said to myself, landlords love us. They seek us out. We’re the best value. We give them the most they could possibly get for the least amount of money. And I just kind of built my own new identity in my head as I head into that call.
00:20:18:09 – 00:20:36:05
And I felt good when I got that call, I said, the homeowner, let me guess, as a landlord, you want to get the most you possibly can for the least amount of money. Is that a safe way to put in the guy who goes yet? You nailed it. I don’t live here. I don’t give a crap, I said, I totally understand and that’s why landlords love us.
00:20:36:07 – 00:20:50:23
And I went on to explain, we get that, well, you don’t want to overspend. You also don’t want pushback. You don’t want to call on Christmas Eve a tenant saying there’s no heat. You got to leave your family to go to try to figure that thing out. We understand that and we know how to make sure that never happens.
00:20:50:23 – 00:21:15:14
So I just asked and started behaving differently. And I remember I sold that job and I remember thinking, wow, that’s all it took. It was always about me. It was never really about the event. It was just about my response. So if you want to leave, in the next couple of days with some information that you think might be worth changing train, you know, this is how you create new habits.
00:21:15:14 – 00:21:35:01
You got to create new behavioral loops. Awareness. Change your thoughts, change your actions. Senior results reinforce his thoughts. And pretty soon you have new habits. So I bring that up because I think it’s important not just to tell you what you can change, but give you a little information on how to change. So what is our professional responsibility when we go into the home?
00:21:35:03 – 00:21:55:05
What are we there to do? I guess we’re there to diagnose. That’s kind of why we exist as technicians, and we have to diagnose the system as to why it’s not working and maybe why it’s not performing. I understand that, but if you look at your professional responsibility as first and foremost to serve the customer, we start to get in that alignment mode.
00:21:55:07 – 00:22:13:28
Being on the customer’s team, we’re not on opposite teams. They hope to have success. I hope to have success. So let’s get in the frame of mind where we can have success. So I like to think I’m not there to do something to them. I’m there to do something for them. And so I always prepare for every call I run.
00:22:13:29 – 00:22:31:17
To this day, I prepare for every call I run, and I mentally prepare myself to get in the game. If you’ve seen the movie For Love of the game, Kevin Costner calls it clearing the mechanism. Get your head in the game. And so I have a little kind of mental prep. I do before I go on this call.
00:22:31:24 – 00:22:49:25
Yeah, a little card I kept in my visor, and I just kind of read through it, remind myself, what am I there to do? And I and then the world kind of, you know, goes out of focus. And what I’m there to do becomes in focus. And that’s when I can be at my best. And so, the customers, you know, expect you to be able to diagnose.
00:22:49:25 – 00:23:15:18
We’ve talked about that, but they don’t expect you to be able to convey your findings in an impactful way. Most people don’t have a high opinion of contractors. I mean, we all know that, you know, people that, you know, have a relationship to the contracting world might think you’re the salt of the earth and love you and appreciate you, but the average consumer doesn’t have the highest opinion of contractors, and unfortunately, it’s because of events from their life.
00:23:15:21 – 00:23:41:15
You know, they I have guys come to my home, and I thought the second the guy on the truck, I thought, oh heck no, I’m not going to give this guy a penny. I could just tell before I even got to my front door. So most of us have had experiences where we are very leery of contractors. And so when a contractor can actually be professional, act professional, start to give you an amazing experience and deliver information with skill without pressure.
00:23:41:17 – 00:24:09:20
Be informative. It’s something impressive to behold and that’s something that compels people to act. So when you start to look at the information that you possess as a professional and start to think about, how do I deliver it, you got to understand the information you have, the absolute observations you make can only impact the consumer one of two ways it can pressure them or it can impact them and lets you guess which one we want.
00:24:09:23 – 00:24:40:24
I take a quick drink of water. And I hope. You all said you want to impact them with information. Because what do people do when they feel pressure? They got to get out of the pressure. They want to get away. They want to distance themselves from that pressure. So one of the terms that I’ve been using for my entire career, which is kind of a, honest realization, not fun to hear, but it happens every day when a customer looks at you and says, you were terrific.
00:24:40:27 – 00:25:02:00
Thank you for your time. Wow. So much good information. Got a lot to think about. Do you have a card? We’ll call you back. That’s called being professional fired. They felt the pressure of your information, not the impact of it, and the pressure one of them to politely get rid of you. And quite often they do it in a complimentary way.
00:25:02:02 – 00:25:18:05
But when you try to follow up with that customer with nowhere to be found, they won’t pick up the phone. They won’t let us back in games over. So think about how many times a customers professionally fired you and maybe think about why. So we want to find how do we deliver information with impact. What are the keys to doing that.
00:25:18:11 – 00:25:39:03
So let me give a quick example of how information sounds. So I’ll do it one way. Talking about deck cleaning where it pressures them. And I’ll do it another way talking about cleaning where it might impact them. So, I’ll tell you a story, kind of a customer and I use, I use them for a good example, but a bad example, which I hear all the time.
00:25:39:06 – 00:26:05:28
A customer might say to you, hey, I’m looking for deck cleaning. And right off the bat, the technician jumps in with what? Awesome. We recommend it to all of our customers. Should be done once every seven years and make sure you’re going to breathe better air, blah blah blah, but jumping straight into it and starting to benefit from it, customers start to feel something, start to feel like there’s nothing about me.
00:26:05:28 – 00:26:25:20
There’s no way I want to do it. Doesn’t know anything about my situation. He’s telling me why I should do it. He’s recommending it. And for a lot of people, that translates to them as pressure. Like, I just had a question. I was just curious. And now I’m being pressured and they start to dismiss the information because they don’t want to feel that way.
00:26:25:23 – 00:26:52:26
And the easiest way not to feel that way is dismiss the information as not valid or not important. And so when I get the question, you know, hey Russ, what about duckling? I always start with the follow up question. What? You know, what brings you this and why? Now, you know, why are you looking into it? Because if I don’t have context as to why they’re asking the question, how in the world can I help them if I don’t know what’s important to them, what they care about, why they’re doing it, what they helped accomplish?
00:26:53:02 – 00:27:10:14
How can I present any information of value and all the information will come across as pressure? So if someone says, I look at a duckling and I always start with why, tell me what’s going on and we’ll hear anything, won’t we? Well, it’s never been done. We’ve heard it’s a good thing to do. Well, we’ve moved in, we have health concerns.
00:27:10:14 – 00:27:26:11
We don’t think the last homework ever did, or we just had a new system put in a year ago. We didn’t clean the ducks. We want to protect the system. Whatever it is, find out why and keep going deeper. Well, tell me why. How does it impact? What do you hope to accomplish? You know, what do you know about ducklings?
00:27:26:13 – 00:27:47:15
Have you looked in your ducks before? Has anyone ever talked to you before? Do you know what it takes to clean the ducks correctly? So there’s a big difference between giving information in an impactful, responsive way versus a pressure salesy way. And every time I’ve gone the pressure salesy way, it’s hit or miss, it’s kind of a crapshoot 5050.
00:27:47:21 – 00:28:11:02
But when I go the educational way, the impactful way, it’s almost a guarantee. The customer connects. They adopt the information they believe the information, they internalize the information, and they appreciate the way the information is delivered. And then they’re compelled by the information. So when you pressure people, it sounds a very distinct way. When you don’t pressure people, it sounds a very distinct way as well.
00:28:11:08 – 00:28:28:29
On that side, I even start to warn them, hey, look, be careful that clinging is the most fraudulent part of our industry. There’s nobody out there inspecting it. There’s no codes. Since we’re not dealing with gas or electricity, most people don’t feel they have to write codes and standards for it. So there’s a lot of fraud out there.
00:28:29:01 – 00:28:49:05
You’ve probably seen those advertisements $89 duct cleaning. There’s not a single good company on the planet would advertise that, because they know the second they get to your home and set up shop, they’re going to come back and say, oh, that was for three supplies. You have 12. Would you like to clean the other nine? And now it’s going to be an $800 price tag.
00:28:49:05 – 00:29:05:22
Oh, that didn’t include the return. Would you like to claim that that’s another $300. Oh, that include the blower, the vacuum next to, you know, the $89 duct cleaning cost $1,500. I tell homeowners this is said, hey, look, if you’re going to do it, do it right or don’t do it at all, and there’s a way to do it right.
00:29:05:22 – 00:29:33:13
There are good organizations out there. The National Debt Cleaning Association, there’s now standards, a certification of equipment that qualifies as people doing the right thing the right way. It’s a very labor intensive job. It should take 4 or 5 or six hours. It should be up for price, and they should never come back for a single penny. So I’m educating people with purity of intent so the information can have the most impact it possibly can.
00:29:33:16 – 00:29:59:10
So that’s what it sounds like to talk with impact. So what is your craft? Lab technicians struggle with this question. They think to know a lot about equipment, how to diagnose, how to troubleshoot low voltage wiring, which is a blast isn’t it? I think it’s all about the equipment and what they learn once they get into this, that the equipment.
00:29:59:10 – 00:30:20:10
Well, you have to know your stuff. And I completely want you to be the best technically sound technician in your marketplace, which you realize is as important as it is to be technically sound. It’s completely unimportant. What determines how good you become at this? How good you are become at this is how good you are with the people.
00:30:20:13 – 00:30:34:20
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