The Surprising Benefit of Putting Clients First

In this video, I'm going to reveal how I transformed my sales approach and dramatically increased my closing rate in home services.

Here's a quick overview of what you're about to learn:

First, I'll show you how I discovered the "Full-Story Selling" technique and why it's crucial for your success. These insights helped my business grow rapidly in the early stages.

Next, you'll learn how to increase your closing rate... without changing your core services or pricing.

Then I'll teach you about an advanced sales concept called "Clarity Converts". It's no secret that clear communication is key to winning clients. And this approach significantly improves the chances of turning prospects into customers.

Speaking of communication, you'll also learn about the most effective way to structure your sales presentation (based on real-world experience).

Finally, I'll show you how addressing common objections proactively can help you get more business from the leads you're already generating.

By the end, you'll have a set of actionable strategies to immediately improve your sales process and grow your contracting business.

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Episode Transcript

Jim Johnson (00:00):
One of the other experiences that, um, was a
massive mind shift for me wasthe actual sales process itself.
Um, so I started getting lotsmore inspections, uh, more
people being receptive to me andI would get my opportunity to
give a presentation.
And I did like most other peopledid.
I said, Hey, I've got thisvaluable stuff.

(00:20):
Here's everything that's wrong.
You would want me to do yourwork for you.
This is how we do your work, uh,sign here type of thing.
And what I realized I was stillfocused more on me.
I was focused on me getting anagreement signed versus, uh,
really truthfully serving them.
And I kept getting the samething over and over.

(00:41):
And anytime I start getting thesame thing over and over again,
I really start thinking like,why am I getting that?
And I was getting a very commonobjection.
The one that was, I need tothink about it.
And I have an extensive salestraining background.
I've been through like all thedifferent sales stuff that you
can imagine.
And one of those things iswhenever you start getting that,
you need to assess what yourpresentation looks like.

(01:04):
And what I realized is I wasonly giving part of the story
and that part of the story wasthe part of the story focused on
me.
I need to get this agreementsigned.
So let's get to there, get thisagreement signed.
And what I was actually leavingout was the rest of the story
for the homeowner.
So I can remember thisspecifically.
Um, I had been signing at abouta 30 to 40 percent clip of

(01:27):
people that I met and I wantedto increase that.
I was like, come on.
In what we did, it was literallya free roof for the price of a
deductible, but this applieswhether it's insurance work or
retail work, it doesn't matter.
It's giving the whole storyinstead of just your story.
And so, uh, I sat down with thishomeowner, I went through

(01:47):
everything and we got to the endof it.
And I'm like, hey, with yourapproval right here, I'll get to
work with your insurancecompany.
And I said, you know what, weneed to think about it.
And I went through my objectionstuff.
OK, great.
I completely understand thatit's a big decision.
Uh, exactly.
What is it that you need tothink about?
Is it the working with yourinsurance company?
Is it me or is it my company?

(02:08):
So giving them three choices,all of them things that I could
actually walk further on withthe objection.
And they said, Well, to behonest with you, we're not sure
exactly what's going on.
I said, well, you have damage toyour property.
You need somebody to help youwith it.
I'm that guy.
That's what's going on.
Yeah.
But what happens after that?

(02:30):
And I would never forget thatwhen they said that it clicked,
like why I'd been missing allthe other stuff.
I didn't tell him what happensafter we meet with the insurance
company.
What it actually looks like towork with us, how we were going
to get an order put together.
Really, their only job was topick out a color for their home
makeover, how we were going toprotect their home, how we were

(02:51):
going to keep the job safe, howwe were going to install it, how
we were going to clean up, howwe were going to do a final
inspection, how they were goingto get everything paid for, like
all these pieces that need to beput together in order so that
you had the full story fromstart.
Me knocking on your door todayto finish paid for and

(03:12):
everything smooth and stressfree so that there is nothing to
think about.
We have to really consider whatthat means when somebody says
they need to think about us.
Is it that they need to thinkabout you because they don't
like you?
That's a possibility, but veryrare, maybe less than 10 percent
of the cases.
Then you have this other groupof people that the money's
either too much or they're, ifyou're in retail and they just

(03:34):
truly can't afford you, or.
If you're an insurance, they'retrying to take advantage of the
situation with their insurancecompany.
And then finally, the third oneis you just haven't given them
the whole story so they can'ttell you what's missing.
These people were wise enough totell me like something's
missing.
I don't know what it is, but Ijust don't get it.
Thankfully, they said theydidn't get it.

(03:56):
I'd asked that question beforeand nobody had ever told me that
back.
Once I understood that, Iquickly adjusted while I was
there.
I said, Oh, let me, let me tellyou exactly what's going to
happen after we meet with yourinsurance company.
So those of you in retail outthere, like what's going to
happen after they sign thatcontract today?
What's it going to look like forthem to truly work with you?

(04:18):
How is it going to go withproduction?
How are orders going to behappening?
How's material going to getdelivered?
How is the entire process goingto go from A to Z so that at the
end of the story, it says theend and everything is super
clear.
Once you have that down and youcan process that, the objection
of needing to think about itgoes away.

(04:38):
So now I have why I need to givea presentation in a way that
makes it clear for everybody.
Again, this is thing of notunderstanding why we're doing
something.
So it takes the purpose out ofit and we start just repeating
what it is that we've beentaught without any reason for
it.
No purpose behind it.
Once we understand purpose, wehave understanding which allows

(05:00):
us to act with wisdom in thechoices that we make out there.
It changed radically.
My, my closing percentage wentfrom 30 to 40 percent in the
insurance world to 85 percentovernight.
Like literally 85 percent of thepeople, if they had damage on
it, they were my customer.
That's the difference betweenhaving a great presentation that

(05:22):
truly serves your client, makingthe picture clear for them
versus the short version thatserves you of trying to get an
agreement done as fast as youpossibly can.