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May 12, 2025 49 mins

Join host Danny Leibrandt on this powerful episode of Local Marketing Secrets as he welcomes Brigham Dickinson, founder of Power Selling Pros, the nation’s leading coaching organization for customer service representatives (CSRs) in the home services industry. Brigham shares his game-changing "Pattern for Excellence" framework, revealing how to transform every incoming call into revenue, drive customer loyalty, and master the art of emotionally intelligent customer service.

With insights gleaned from training over 1,250 CSRs across the US, Canada, and Australia, Brigham unpacks exactly what stellar customer service looks like in the trades, highlighting actionable strategies to effectively handle phone interactions, create deep customer connections, and consistently wow customers.

In this episode, you'll learn:

- The core principles of Brigham's Pattern for Excellence framework

- Real-world examples demonstrating how empathy and emotional connection can drastically improve your call conversion rates

- How storytelling can elevate your sales and communication skills, making your messages unforgettable

- Practical scripts and techniques for handling challenging customer calls

Plus, Brigham opens up about how his personal faith and insights from biblical teachings influence his approach to business and customer relationships, providing profound lessons applicable far beyond the home services industry.

This is a must-listen for home service business owners, CSRs, marketers, and anyone seeking to master the nuances of customer engagement. Tune in and transform the way your business connects with customers.

Brigham Dickinson, Founder of Power Selling Pros:

LinkedIn: https://www.linkedin.com/in/brigham-dickinson/

Facebook: https://www.facebook.com/brigham.dickinson

Text "happy" to 385-247-3714

Danny Leibrandt, Founder of Pest Control SEO:

Facebook: https://facebook.com/DannyLeibrandt  

LinkedIn: https://linkedin.com/in/dannyleibrandt/   

Twitter: https://twitter.com/DannyLeibrandt   

Website: https://dannyleibrandt.com 

Pest Control SEO: https://pestcontrolseo.com/ 

Local Marketing Secrets Platforms:

YouTube: https://www.youtube.com/@LocalMarketingSecrets 

Spotify: https://open.spotify.com/show/1TCL0LhZbsJS6mzanqnnT1?si=224075c9fbda42f5  

Apple Podcasts: https://podcasts.apple.com/us/podcast/local-marketing-secrets/id1741176782 

Amazon Music: https://music.amazon.com/podcasts/e0bb5254-5d6c-4940-8211-085157cc1239/local-marketing-secrets 

Podcast Chapters:

00:00 Introduction to Brigham Dickinson

01:12 Understanding Customer Service Fundamentals

10:27 The Importance of Emotional Connection in Customer Service

12:34 The Power of Storytelling in Communication

22:26 Exploring the Pattern for Excellence Framework

29:06 Overcoming Fear Through Inquiry

32:46 The Balance of Logic and Emotion in Sales

39:10 Transforming Customer Service Approaches

41:23 Lessons from the Bible on Sales and Influence

#brighamdickinson #powersellingpros #csr #customerservice #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business


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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hey there and welcome back to Local Marketing Secrets where we
learned the secrets of the top experts in local marketing.
I'm your host, Danny Lebrand, and today I'm with Brigham
Dickinson. If you don't already know
Brigham, he is the founder of Power Selling Pros, the nation's
top coaching organization for customer service representatives
in the trades. Having trained over 1000 CSR's
across the US, Canada and Australia, he's the visionary

(00:23):
behind the renowned Pattern for Excellence customer service
framework and the Co founder of the successful After Hours
Answering Service booked by PSP,known industry wide for
converting nearly every incomingcall into revenue.
As a best selling author, Brigham's insights have
transformed thousands of local service businesses through his
acclaimed books including Pattern for Excellence and his

(00:45):
newest release Something to Give.
He's also a celebrated keynote speaker at major industry events
like Lennox Live, PCA, PHCC, andEGIA, and regularly shares his
knowledge on top podcasts such as Toolbox for the Trades and
Blue Collar CEO's. So if you want to learn how to
master customer service to drivemore customers for your

(01:06):
business, this episode is for you.
Now, without further ado, thanksfor coming on the show, Brigham.
My pleasure, Danny. Thanks for the opportunity.
For sure, man. So I, I want to get at the root
in the foundation of customer service, maybe someone that
isn't too familiar, just like kind of step into those shoes
for a second. How do you think about customer
service? How would you explain explain it

(01:27):
to someone that doesn't really know about it?
Well, it's funny that you shouldask that question.
I just got back from a training at Woodfin.
Woodfin is a heating and coolingcompany, residential heating and
cooling company in Richmond, VA.I was there for two days.
On day one I worked with the CSRS and on day 2 I worked with
the sales coordinators and it was an incredible experience.

(01:49):
This is one of those companies that is cost driven.
There's a lot of money driven companies out there, especially
with all the PE groups that havegotten involved.
It's, it's, it's changed the waywe look at the industry and you
know, you kind of get what you focus in on.
And when you see all your friends making a ton of money by

(02:12):
being acquired, it's kind of hard not to get sucked up in
that And, and for that to take your focus in that direction.
Woodfin's different when you go to Woodfin, they all want to be
there. They all want the company to
win. And I'm and I'm talking from top
to bottom, everybody that I met,and this is not a small

(02:34):
organization. They've got 100 technicians,
they've got 7 sales coordinators.
Most companies only have two or three and they've got like over
20 people answering the phones. This is a solid organization.
The owner is second generation Jack Woodfin.
It was crazy when I met him. I don't know how to explain it.
Danny. I shook his hand.

(02:56):
He happened to be in, in, in, inin an office there, I think with
Jen and he came in and shook hishand and he and he's like, hi,
I'm Jack Woodfin. I was like, whoa, that's
awesome. You're the guy.
It was so cool. I don't know how to explain it.
His team is so motivated, so emotionally engaged in their
work. It was awesome.

(03:20):
But your question is, is you know what, what does customer
service look like in general? And let me give you an example
of that. While I was there, there was a,
a hiccup, I guess you could callit on day one in the morning.
So I was training half the CSRS in the morning and then taking
the second-half of CSRS, the second group in the afternoon.
That way we can still cover the phones and get everybody

(03:41):
trained. And this is the initial training
before we start coaching one-on-one twice a month over
the phone, which is what we do. And, and we've got over 12150
trainees in our program now. I, I appreciate that you said
1000. That was true about six months
ago. So today we've got, and that's
my fault. I, I, I should have told you,
but we're, we're, we're growing pretty significantly.

(04:03):
But in, in this morning, in, in this first, on this day, one in
the morning, working with this group of CSRS, there's about 12
people in the room, including the general manager.
And the hiccup came when I was talking about the initial part
of the phone call. You see, in the beginning of the
phone call, the customer has some emotional needs.
They want to feel understood, they want to feel cared about,

(04:25):
and they want to feel reassured they've called the right place.
This is why a CSR should never say at the beginning of a call
where you located or what's youraddress or words like
unfortunately, or we can't and we shouldn't or we don't or what
have you. Those are all, it's just the
wrong direction right now. I realize that those things are

(04:47):
important. At some point in the call, for
example, we want to make sure that they're in our service
area. Totally agree with that.
We we certainly want to determine whether or not they've
worked this before because we don't want to duplicate the
customer record in our software.I get all those things, but
those things aren't as importantas giving the customer your
attention, OK, That customer when they get on the phone, what

(05:10):
are they feeling? They're feeling frustrated,
they're not sure how much this is going to cost.
They're planning to go to Disneyand then this happened.
So they're not even sure that they're still going to be able
to go to Disney. Stuff like that, right?
And I realize I'm being, you know, extreme, an extreme
example, but it stuff like that happens.
They're not feeling positive emotions of being in that phone

(05:32):
call. And so you want to meet them
where they are emotionally. You got to show them and show
listening. Tell me more about that.
What's going on? So you've been doing this for
the last couple days. Oh my gosh, that's troubles.
That's me caring, right? Well, look, you've called the
right place. We can definitely help with
that. That's me reassuring.
You see, they're not sure that they've called the right place.
That's why they're explaining their situation.
So you explain, let them explainthat situation.

(05:53):
You simply say, look, you've called the right place.
We can totally help you with that.
You do those three things being the phone call, it's going to
make all the difference in the world because they're going to
like you. And if they like you, you not
being able to come out today as opposed tomorrow doesn't matter
as much. Why?
Because they like you. The dispatch fee, it doesn't
matter as much if they like you.It could be $500.00 for us to
come out. They won't care if they like

(06:14):
you. Now, I know this is true, and
you know it's true because everytime you drive up to a
Chick-fil-A and you've got to wait, you don't care.
And you don't care that Chick-fil-A is twice as much as
McDonald's because because of the experience, they created
Chick-fil-A. So I guess it just depends on
the model that you want to create.
But if you want to follow them, the Chick-fil-A model, this is
where it's at. You got to show them first that

(06:35):
you're listening, that you care and reassure them that they've
called the right place. Well, the interesting thing is,
is that Woodfin had been taught to not say negative words before
I came into the mix, period. So what that means is, is even
when we get to the point where the customer's explaining their
negative situation that that they were taught not to
participate in that negative talk and essentially to avoid

(06:58):
it, to be above it. Now, the downside to that, the
problem with that, you know, forthe sake of professionalism is
that you come across as apathetic towards the customer.
You know, for the sake of professionalism, you're not
meeting them where they are froman emotional standpoint.
So let me give you an example. Let's say that a customer is
explaining their situation and they use the word sucks.

(07:19):
OK, So right over the phone, thecustomer says this sucks.
It would, this is what I'm trying to advocate here.
It would absolutely be appropriate to read to say the
same thing as a you know what? You're right, that does suck.
What did you just do? You met them where they are
emotionally, you meet them wherethey are emotionally, they feel
cared about and you can lift them up.

(07:40):
OK, How do you lift them up? Well, look, you've called the
right place. We, we can do this.
We can help you with this. That's how you lift them up.
OK, so you got to meet them where they are emotionally and
lift them up. Now, if you strive to be
professional instead of meeting them where they are emotionally,
you come across as, like I said before, indifferent, apathetic.
You have the opposite effect that you want to create the

(08:02):
beginning of that phone call. You haven't taken care of their
emotional need, which is for them to feel that you care about
them. Now, let me give you an example
outside of this, and this is exactly what I did at Woodfin.
I said, you guys, let's pause for a moment because I had a
choice there in that training. I could either let the coach
handle it one-on-one with each of them later on, or I could
address it right then and there,Right?

(08:23):
So pivot from my training program to resolve this concern,
no matter how long it took. So essentially, I said, guys,
I'm going to tell you a story, and I want you to tell me how
you feel emotionally when I tellyou the story.
And the story's a real story. My son Isaac was dating a girl,
and they stopped dating. And that girl said to him after
they were done dating that she was OK with him kissing whoever

(08:46):
he wanted to kiss except this girl or that girl.
Well, you know what my son did with that?
He made a little video. Yeah.
He made a little video showing his old girlfriend, one of the
girls that she said not to kiss.He showed a video to her of him
kissing her, right, Kissing one of those girls on the list.
And of course, she met him at anevent and smacked him right

(09:08):
across the face for that. Right?
It was bad. OK, There's a red mark on his
cheek, right? So essentially, essentially she
assaulted him, right? Yeah.
She assaulted him and funny thing, as soon as I shared that
story, everyone in the room was like, where she lives, where
does she live? That was so wrong.
OK, That was a negative responseand it was also the right

(09:32):
response. OK.
Your goal is to be their friend,not necessarily professional,
their friend. And that's what friends do.
Friends meet people where they are emotionally, they meet their
friends where they are emotionally.
And that may include saying negative words to show them that
you know where they're coming from.
So saying things like, wow, that's not good.

(09:54):
Negative perhaps, perhaps, and it's accurate, it's appropriate
and it's right. And that's what customer service
is all about. It's about showing the customer
that you're listening, showing them that you care, even to the
point where you might say something negative to meet them
where they are emotionally and then reassure them that you can
help. And you lift them back up.

(10:15):
You raise you, you raise the boats right?
You, you, you bring them up withyou.
And that's what you do in the 1st 30 seconds to 30 seconds of
the call. And that's what customer service
should look like. I love that.
So you have to be a friend to them instead that that really
makes sense. Like so like I told you, some of
my friends are in HVAC. One of my friends is looking to

(10:35):
start his own HVAC company. And when he comes to me for
marketing advice, I'm coming at it as a friend because I
actually am his friend. You know, like, oh, well, you
know, here's what you should do for branding.
You should listen to Dan Antonelli or maybe if it's
customer service, he should listen to you.
All of these different points, but he completely trusts me and
I come at it as a friend becauseI am his friend.
But instead, if you are a customer service representative,

(10:57):
maybe you're not. You're not obviously friends
with everyone that's calling in,But you have to step into that
frame of what would it be like if one of your best friends,
this is in dire need, looking for help with this situation.
They need help with their HVAC or their pest control, whatever
it is you need to step into thatframe.
That's really powerful. Yeah.
Yeah, you mentioned before we started, I don't even know if
you want to mention this, but I'm just going to go for it.

(11:18):
And you tell me if it's a red flag.
But you said your, your your mother's a counselor, right?
Yeah, trust me, she is she is meeting people where they are
emotionally. Oh yeah, on on every visit.
This is this is counseling one O1, right?
It is. Every time you get on the phone
with a customer, guess what? It's cheap therapy.
At least it should be. They need to feel that you care.

(11:41):
They need to feel that connection.
So giving them the opportunity, the space to feel understood, to
feel cared about, to feel reassured that they called the
right place is pivotal in your customer experience.
Interesting. OK, So you also have to come at
it as kind of a therapist that that's that's really
interesting. I've never heard it put that
way. So something I want to make sure
to note or not make sure to note, but I found this really

(12:02):
interesting is that when I askedmy question, the first thing
that you started out with right away is a story.
And I've seen that you're kind of known for this and I've
watched several podcasts of you and you always dive into a story
and it's always super powerful. You're really good at it.
You like, you start with this like low kind of volume and
tone. You get really deep into it.

(12:23):
I feel like I'm there with you. Can you explain the power of
storytelling and maybe how someone else can get better at
storytelling themselves? I.
Don't know how I got good at this.
Yeah, certainly wasn't intentional.
OK, I'm going to tell a story tobring you in.
To bring you in. I just that's I don't know.

(12:44):
That's that's how I like to drive home a point.
Look, we are, how do you put it?We are each other's learning
material. We are each other's.
The real phrase that I'm trying to think of will come to me and
it'll come in the most random moment.
Critical learning material. We are essentially we learn from

(13:07):
our experiences and that's the best way that I learn.
And so I'd like to share the experience, right?
This is the experience. Here's what happened.
Here's what I learned. I feel like I'm learning
everyday and I need to do a better job of, of, of keeping a
journal. This is essentially why I write
books. I write books for two reasons.

(13:29):
Number one, I want to get clear on what I'm learning day in and
day out and, and #2 I want to bevery good at articulating those
things that I've learned. So, so that's why I write books.
That's why I tell stories because that's how I learn.
That's how I am able to retain the information so I don't have

(13:51):
to relearn the nobody wants to have to relearn things.
And so sharing experience is a great way for me to learn.
And so. So in answer to your question,
because I know I'm not very goodat journal writing.
I write books. And that's kind of the way I I
write journals. Oh, and the other reason why I
write books is sometimes, OK, I'm just going to tell you

(14:16):
another story. When I was younger, when I was
younger, I had a mentor. His name is Paul Rogers and he
died when he was 56, very young,a credible guy, national
Internet sales trainer for Toyota.
So he's in the car industry and well, well known at the time in

(14:37):
the industry. And so when he passed away, I
started reaching out to his employer as well as his clients
and just asking, hey, did, did do you have any recordings of
him, his training and so on and so forth?
Because I've, I've been in his training before several times.
And it was incredible. He was, he was extremely good.

(14:58):
And I couldn't find anything. I mean, I, I searched high and
low and I could find nothing, nothing.
And it was such a travesty. And so I promised myself after
that experience that I would make sure that my kids and my

(15:19):
friends knew where I stood, knewwhere I was coming from, not
just by memory, but anytime theywanted to, they could go onto
YouTube and type in Brigham Dickinson and they could hear
where I'm coming from. Anytime they wanted to, they
could grab one of my books, openit up to any page and see who I

(15:43):
am as a person. And so, so that's the reason why
those are the two reasons why I write books.
I like, I like to, I like remembering the things that I've
learned. So I'm to relearn them.
And I want to make sure that after I'm gone, my my loved ones
know where I stood in life. Yeah, wow, that's awesome.

(16:07):
It's actually really timely for me because I guess I'll tell a
story here. I gave, I gave a speech,
whatever, I was publicly speaking at this event about a
week ago. There's a small kind of pest
control conference and you know,I, I had a great speech and
there's a ton of information I covered like the five different,

(16:29):
the five biggest things that arechanging in SEO and everything
you need to know and all these action items.
But I feel like, and I was, I was reflecting with my mentor.
I was actually just on a trip with my mentor after that and I
was reflecting with him and talking him to him about public
speaking. And you know, he's, he's a big
public speaker. He's done like over 8800 events
and I was talking to him about it and he was like, well, the

(16:51):
probably the most important thing is that you have to start
the presentation with the story and you have to end the
presentation with the story because that's how you bring the
audience in that that's how you keep them engaged.
That's how you like to, to put it in your words, meet them at
their level level of like, hey, you know, I here's how, you
know, my dad was really struggling growing his company
or here's here's how whatever sothat you can meet them at that,

(17:12):
that level and that you can connect with them emotionally
instead of just hit them after, hit them with fact after fact
after fact. Like that doesn't work.
People in order for something toreally be internalized, they
need that story that they will actually remember because the
facts don't really hit home. But when you have a story that

(17:33):
kind of wraps it up nicely, thenthey remember it a lot better.
Yeah, exactly. I'm glad that you brought that
up. I was at AI was at an event in
San Diego. Crazy story how I got there too.
I was supposed to be there at 10:00 in the morning in San
Diego. I drove to Vegas the night
before and I was going to jump on a plane that morning to get

(17:56):
to San Diego. And crazy thing, we were stuck
on the on the tarmac for like 2 hours.
And so I'm calling the people who are putting on the event and
just letting them know, hey, I'mstuck on the tarmac.
I don't know if I'm going to getthere.
Crazy thing, flight finally takes off, lands in San Diego.
I jump right into an Uber drive up to the event.

(18:20):
My counterpart, co-owner Barry Gates was there right outside
the hotel. Grabs my luggage as soon as I
come out of the Uber, points me in the right direction.
I run into where they're going to have the event and as soon as
I run into where the event is, Isee somebody on stage beginning
to introduce me. They mic me up.

(18:42):
As soon as I'm miked up, he walks off the stage.
You know, here's Brigham Dickinson.
I walk on the stage and I am rolling.
Wow. Insane, insane.
So and that wasn't even, that was the beginning of this.
And so as I'm going through the PowerPoint right and teaching
and so on and so forth, I pause in a moment because something

(19:04):
came to me and said, hey, you need to share this specific
story. And the story was about my my
son Isaac. His sophomore year, he struggled
with how he handled a loss. So he goes onto the mat wrestles
and this one wrestling match, and he had beaten this kid
before. It was a very close match the

(19:25):
first time they wrestled. And he knew it was going to be a
close match this other time. And he really wanted to beat
this kid again. He was a Delgado.
And, and the Delgados in Las Vegas, they're well, well known
for how well they wrestle. And, and Isaac already beat him
once. And so he's like, I got to beat
this guy again. And so it's Isaac's losing 4-5.

(19:45):
There's 30 seconds to go and thelast second Isaac takes his
shot. He's got a very deep double leg
takedown. And he took this young Delgado
down, but time had run out. So he couldn't, he didn't win in
time. He didn't take the shot in time,
even though it was a perfect shot.
And he did not take that loss very well.

(20:07):
He came off the mat, he took offhis shoes, threw them in the
trash, took off a singlet, threwthat in the trash and walked out
of the tournament. What?
I was so I was so embarrassed. I knew all the other kids
parents were like, man, there, there must be a terrible parrot
there that doesn't know how to handle, you know, his kid or

(20:30):
whatever. Luckily, Isaac came back in and
finished the tournament right, put his shoes back on.
It was after a very stern conversation with the coach,
thank goodness, who intervened. But I shared that story with
them and then I shared how Isaacdecided to stay with it instead
of quitting wrestling. He stuck with it and later on

(20:50):
went to state twice and took took second at state and was
able to compete and perform at ahigh level having overcome that
negative experience. Sometimes we are motivated in a
bad experience to just quit and give it up, hang it up, right.
And luckily he didn't. So I shared that experience and
it obviously was relevant to theto what I was teaching there on
stage. And funny thing, the one thing

(21:13):
that they remembered the audience remembered was that
story they said as soon as you started talking about your son,
I was completely, 100% engaged. I was in it.
I was there with you. And so, yeah, you're totally
right. There is a power in in
storytelling for sure. Yeah, you know, it's crazy how
that works. I mean, even, you know, Alex
Hermosi's book, $100 million offers, at least that that's the

(21:34):
one that I'm thinking of. I'm not sure if you read it, but
it's it's an amazing book and, and marketing for, you know,
creating offers. And the first time that I read
through it, I was like, why doesevery chapter begin with a
story? And why does he keep bringing up
like these random. But it dawned upon me.
It's like, Dang, I I remembered the story that he told.
Like, I don't know what it is, but something about the human

(21:54):
mind, like as soon as there's a story being told and we can
relate with them of Alex or Mozisaying that he was like on his
last dollar and that, oh, well, you know, I had one more day to
launch or, you know, I, I had 30days to make this amount of
money to pay my team. For some reason, we internalize
that and we remember that. So yeah, it's really powerful.
And I, I want to touch on that, so we'll move on.

(22:16):
Something else I want to cover is your pattern for excellence.
So I hear you talking about thisall the time.
I, I see you mentioned on every single podcast.
Can you explain what the patternfor excellence is and how people
can use it? OK, so applications, cell
systems, systems in general, they're taught over and over and

(22:36):
over again. Say this, then say this, then
say this, then say this, right? And that's great.
That's fine. I mean, whatever the problem
with cell systems are steps, right?
Take this step, this step, this step it, it can get convoluted,
it can get confusing. You can forget where you're at
in the process. You could, you could follow the
the process to the T and the customer still doesn't move

(22:58):
forward. There's so many things that
could keep you from following the process or from from you
applying it in in a way that's not effective.
And then you throw out the process and go and go back to
what you were doing before, which could be even worse than
the process itself. And so instead of teaching
process and application, and we do have applications, we have

(23:21):
scripts, but those, that's the launching pad, we want them to
move on from that. At the end of the day, we want
the pattern to be the script, OK, So what's the pattern?
Well, the pattern is a set of principles, OK, A set of truths.
When you apply these truths inside the work environment,
whether it's with a home owner, whether it's with your peers,
whether it's with your boss, when you apply those principles,

(23:44):
you get a correct outcome, you get a good outcome, you have a
good consequence. I've been taught that when you
when you teach correct principles, people tend to
govern themselves really well. We, we could study and and read
every self help book on the planet.

(24:05):
Funny thing about reading self help books is that even though
we may agree with what the self help books are teaching, we
don't necessarily apply what's in the self help books.
Now we know that because we all have a bunch of self help books
on the on the shelf and we don'twe don't follow half of it,
right? Yeah.
So a study of behavior is not very good at changing behavior.

(24:26):
However, a study of truth is incredibly effective at changing
behavior. Why?
Because it also teaches the correct consequence that occurs
when you apply the truth. OK, So when you study truths in
general, for example, by positivity attracts people.
OK, that's a truth, that's a principle.

(24:48):
Everybody knows it. It's common knowledge.
It's just not common practice. Why?
Because life happens. And when life happens, adversity
happens, circumstances occur andwe do what's easy in that moment
as opposed to what's right. And as a result, we, we get the
negative consequence, right. But if we choose to do what's

(25:09):
right in that moment, recognizing that it's a moment
that we can personally affect ina positive way, it's funny how
we can change the outcome just by following that truth.
So positivity attracts people will show this negativity.
Negativity attracts negativity. And so you want to constantly
work on being positive. Whenever I come across somebody

(25:31):
who is super positive, those arethe people that I'm on to hire.
I want to hire those great attitudes because they're
willing to be taught. They're willing to be taught.
Preparation inspires confidence.Yep.
If you are well prepared, you'regoing to be super confident when
you interact with the customer. We are to the point where we use

(25:51):
AI to pile up practice sessions,right?
So you get live coaching, but you also have access to an AI
coach that works you through theprocess that you can practice
over and over and over again. Make your mistakes in practice
in your preparation and that will inspire a lot of confidence

(26:12):
when you talk to the customer over the phone when you're doing
the real thing. Understanding invites
connection. Once again, our goal is to meet
the customer where they are emotionally by showing them that
we understand that we care and reassuring we call the right
place. That's where these principles
below come in. Right, right, right here.
OK, so understanding invites connection.

(26:32):
Empathy validates worth. OK, You're basically saying you
are right to feel that way. Even if it's negative, you're
right to feel that way. It is.
You're worthy, essentially, right?
People want to feel worthy. They want to feel accepted.
It's an emotional need they're driven towards.
So it's important for us to tap into those.
Assurance builds trust. Again, our goal here is to

(26:55):
reassure them they've called theright place.
They don't know that they've called the right place.
So by assuring them, it builds the trust between the two,
right? Asking encourages actions.
See, when we ask when would you like to come out, it's a very
powerful question. The intent there is for is to
get them thinking about us coming out as opposed to I just
want a ballpark price over the phone or I just want to know
what you charge to come out or Ijust want to talk to a

(27:16):
technician over the phone. See those, those don't
necessarily help us achieve our end goal.
Our end goal is to book that call while that customer have
one of our team members come out.
And the way that we do that is we ask the right question.
When would you like us to come out and get thinking about us
coming out? So asking encourages action in
general. So we want to ask the right

(27:36):
questions. This is also true with fear in
general. Yeah.
I had a conversation with my daughter, Faye.
She and I have been doing Spartan races on weekends.
We've done four of them this year.
And every time she approaches the race, she she has to deal
with fear. She has to face her fears.

(27:57):
This is the first time she was running without me.
You see, in her third race she raced in an open heat and she
took first in that open heat. And I said, so sweetheart, if
you go in your age group, it's more competitive, but chances

(28:18):
are with this time that you did in the open heat, you could win
the age group heat as well. So next time you're going to
race in the age group heat. And she said, but dad, you won't
be able to run with me if I go in age group.
I said, but you're ready. We've we've done this three
Times Now you're ready. And she said, well, there's some
obstacles I can't I can't overcome.
Well, then just do the penalty loop.
Who cares? Don't even touch the don't even

(28:40):
touch the obstacle. If you don't feel like you can
handle it, just run right through dependency loop and keep
going right. So, so we built up the strategy
and she did her first race on her own.
She had some trolley horses at the end that made it very
difficult. But she had a really good race,
right? She had a really good race,
Brian and Large and all of her fears, all the things she was

(29:01):
afraid of beforehand, not even half of those came to fruition.
So 80% of what we fear doesn't come to fruition.
So when you consider that, take a look at the principle.
Asking encourages action. So in other words, our goal here
is when we have a fear, we have some sort of anxiety, we need to
ask questions. OK, wait a minute, what are the
chances of this happening? OK, is this even real?

(29:24):
See, I'm asking questions so that I can encourage fear.
Keeps me from acting right. Our goal is to act.
Our goal is to do something. Our goal is to get something
done. And so in general, the
principle, the truth of asking, courage, action, asking
encourages action is a truth, OK.

(29:44):
Value creates commitment. So our goal here is to be
valuable, right? The way that we are valuable is
working with the customer and creating value.
It's funny because some people go, wait, I have to have all
these tangible items that I needto give the customer for free in
order to create value inside thesale, right?
Or inside the surface so that they move forward with it.

(30:06):
That's not necessarily true. You're the value, the, the
energy you bring to the conversation, the energy you
bring to that environment, similar to the way they do it at
Chick-fil-A. Let me give you an example.
So I drove up to a Chick-fil-A once and I always thought, you
know what? The lemonade's really good.
Do they really freshly squeeze all that lemonade?
I just had a hard time believingthat with all this line of cars

(30:27):
and they, they're freshly squeezing all that lemonade.
There's no frigging way. Well, I drive up to the window
and I say, hey, do you really freshly squeeze all that
lemonade? And, and the gal, she was great.
She was quick. She said, we absolutely do.
Would you like to try some? Yeah, as if I have never tried.
And I and I and I felt really silly, but I was like, oh, I I

(30:48):
wonder how it tastes, right. Yeah, I've been there 1000
times. I know how it tastes.
But she offered it to me and I like free and everything free
I'll take. And so she let me try and I was
like, wow, that tastes really good.
I'll take an extra large. Right.
So that experience right there, she created value.
She created it, right. She gave me a little taste of

(31:10):
lemonade, but it wasn't just thelemonade that she let me try for
free. It was the experience she
created. She said we absolutely do what
you'd like to try some so powerful, so amazing and, and,
and, and that's value, right? Lastly, gratitude reinforces
unity. Amazing thing about gratitude

(31:30):
is, is when you say thank you, what you're saying is, is you,
you're saying that that you madea difference, right?
When you say thank you to someone, you're saying you, you
right there, that thing that youdid, you letting me serve you,
you moving forward, this offer, all right, or this service that
we're going to do, you giving methe opportunity to provide
service to you. Thank you for that.
You're saying you made a difference.

(31:50):
And when people feel like they've made a difference, they
feel important. And when they feel important,
they become loyal, loyal to you,loyal to your company.
And the price doesn't matter that much.
And you not be able to get it out today as opposed to
tomorrow. It doesn't matter that much.
Why? Because of that unity and that
loyalty that you've created, because of gratitude, because of
the way you make them feel. That's the pattern for

(32:10):
excellence. That's how you create Wow
experience after wow experience after Wow experience.
Love that as as I was listening to you there with with the 8
patterns or that I guess the eight elements within the the
pattern. Yeah, I'm, I feel like I'm
noticing A discrepancy between logic and emotion.

(32:31):
Can you, can you touch on that of like, do you need, do you
need both? I've heard most people say in
sales that, you know, people buywith emotion and then they
justify with logic. Is that true?
Or like where do logic and emotion play into this?
I'm glad you asked. From a marketing standpoint, is
it mostly science or is it mostly art?

(32:56):
Art, I'd say. Interesting.
What if you needed both? What if some science?
Yeah, that's, yeah. It's hard to pick 1.
So I think it's both for both scenarios.
And my answer's the same. You need both.
You need both, you need common sense.
But it's also an art because you're working with people and,

(33:18):
and your ability, your, let's call it EQ, right?
Your emotional intelligence. There's a ton of science there
for sure, but there's also a tonof art.
There's a lot of just a natural ability to be able to connect
with people. And, and it doesn't necessarily
have to be natural. It can be taught.

(33:40):
That's why we use the pattern for excellence to teach that, to
teach that emotional intelligence.
So I would say it requires both logic as well as emotion.
OK, sweet. Let's see.
OK, so, yeah, something else I want to get into, I, I want to
make this more practical. So we, we've gone into this a
little bit. You, you touched on the 1st 30

(34:01):
seconds of the call earlier in this podcast, but let's let's
dive into it. Like what does a successful call
call answer look like? You know, let's say someone's
calling for HVAC or pest controlor, you know, garage door,
whatever they're, they're all basically the same.
Let's say someone calls in. How should you pick up the

(34:21):
phone? What does that call look like?
How can you make sure that they become a customer?
I'm glad you asked that question.
So in the beginning, we want to make sure that we're listening,
show them that we're listening, show them that we care, reassure
them they've called the right place.
If we do that in the beginning, everything else is going to be
easier. The relationships going to be

(34:41):
there. Now let's say that for whatever
reason, customer gets on the phone, they say, hey, I want a
ballpark price. So how do we handle that?
With the same way we handle every call.
I'm looking for a ballpark price.
Great. Tell me more about your
situation. What's going on?
That's me listening. Right.
Well, I've got this air conditioner, and it's blowing
hot air. My gosh, that's terrible.
How long has it been doing that?Oh, last couple of days.

(35:01):
Wow. So you've been doing this for
two days now? Yeah.
I really need to get it fixed. My wife is really getting
frustrated. I've got a son.
He's four months old. He cannot go without AC.
Totally understand. And look, we want to make
things. We want to make sure things go
really well at home. So if you've called the right
place, we can help you. When would you like us out?

(35:24):
Now they're going to say one of two things they're going to say
this afternoon. Why?
Because they like me. It's emotional.
It's not logical, right? Even though there's a methodical
way that I go about taking care of those emotions, right?
Logic and emotion both there. Let's say they push back.

(35:44):
Let's say, you know, really I just want a ballpark price,
right At that point, we want to create some value.
We've been talking about value. How do we do that?
Well, it's a great question. Here's what we do.
What we do is we send out a comfort advisor.
He comes out, he takes a look atthe situation, he determines
exactly what you need. He'll do a heat low calculation,
make sure the system size is right, and he'll give you a

(36:05):
price while he's there. When would you like us out?
That doesn't. Yeah.
So let's say he pushes back again.
You know, really I, I just want to get an idea.
Just give me a ballpark price on, on what it would charge.
Right on. On what it would be.
Now, if he wants to know what wecharged to come out, I'll take

(36:26):
it One Direction. If he just wants a ballpark
price on a new system, I'll takehim another direction.
So let's say first that he wantsa ballpark price on, on a new
system. So what I'd do there is I'd say,
hey, Mr. Jones, if if I were to give you a price over the phone
right now, and I understand thatyou're looking for a price, but
if I gave you a price over the phone right now and we come out
and give you a different price, are you going to be happy with
that? And of course, he's going to

(36:48):
say, no, I'm not going to be outof that.
Well, see, that's just it. It would be absolutely
irresponsible for me to give youa price over the phone.
We're not going to do that. What we want to do is give you
an accurate price. And in order to give you an
accurate price, we've got to do a heat load calculation, make
sure the system size is right, make sure it's meeting your
needs, and then give you the price that you're looking for.
And I promise it'll be fair. When would you like to come out

(37:11):
and give you that price? OK, so there's ABC there.
There's a, there's a logical pathway, but at the same time,
I'm tapping into their emotions as well.
You see how we have both there. And then I just want to know
what you charge to come out. OK, same thing.
We'll go over Plan B first. This is after we listen, care,
reassure, right? Tell me more.

(37:32):
That's not good. I can help.
When would you like us out? And they say, you know, really,
I just want to get an idea of what you guys charged to come
out. It's a great question.
Here's what we do. What we do is we send out a
technician. He comes out, he takes a look at
the situation, he determines exactly what needs to be fixed.
And he gives you a price before he starts.
Now there is a fee of extra to come out and do that.
When would you like us out? OK, so I give him his answer.

(37:53):
Then I ask a question of my own.When would you like us out?
So he says 0 that much. Let's say it's a buck, right?
For us to come out, it's a dollar.
I don't want to spend a dollar. That's ridiculous.
And then the truth is, is the price doesn't really matter.
Mr. Jones, is it just the fee that you're concerned about?
Yeah, I don't want to pay it. So if it weren't for the fee,
would you move forward with the appointment?
Yeah, that's right. OK, Well, there's one thing we
can do. We've got a service agreement.

(38:13):
It's awesome. We come out in the spring.
We come out in the fall and makesure it's running at peak
efficiency. The best part about it is it
prevents things like this, the thing that you're dealing with
right now, from happening. Now, if you wanted, I can get
you on the service agreement as opposed to having to pay the
dispatch fee if I do that, is that enough?
You move forward the appointmenttoday and we're rolling right
One way or the other, they're going to move forward with us.
Our goal is not just to book thecall, Danny.

(38:35):
Our goal is to book the call andwow that customer to the point
where we are 911, we're 911, there's no 912.
Help us on the way. We want to be the only one that
goes out to that customer's home.
And that's what the pattern for excellence to do once you've
applied it in a proper way. Saying I can tell you're good at
this. I was still there myself.
And I'd like you to also talk about how does that differ from

(38:58):
what most companies are doing? So you've come in personally to
a lot of different home service companies and I'm sure you've
seen it's like a nightmare. How are How are most companies
answering the phone? They asked for an address.
They try to figure out where you're located.
They use the word unfortunately,a lot.
They say no, a lot. We can't.
We don't. There's no way.

(39:20):
And they do it naturally. Funny thing when people say the
word, unfortunately what they'resaying is, is you're not
fortunate. Essentially we're saying you're
not lucky. Don't go to Vegas anytime soon
because you're not going to win.OK.
There's just, there's just a lotof not to say's that people are
using and they don't even realize they're using.

(39:40):
And so our goal is to replace with what not to say, with what
to say in accordance with the pattern for excellence.
Initially, we'll give them some scripts to start out with.
But our goal, our goal is to ultimately get them to the point
where they're mastering the pattern, the principles, the
truths that we teach. And if we've done it right,
they'll start doing it not just with the homeowner over the

(40:01):
phone, but with their peers, with their boss, with their kids
at home. You can't spank your kids
anymore. You've got to sell them.
So the biggest, most important sell you ever make is the sell
that you make with your spouse and with your kids on a regular
basis. There is no success that can

(40:24):
compensate for failure in the home.
And so be able to use these principles at home to influence
your kids and your spouse is pretty important for you and for
your for fulfillment in your life.
So that's where we know that's kind of the key indicator for us
to know that we've done a good job.
Awesome, love that. I also wanted to touch on

(40:46):
something interesting that I heard from a podcast that I was
listening to, listening to of you last night, which was that
you actually, I've seen this myself as well, that there is a
good amount of correlation between business skills and
sales skills and such in the Bible.
And I know that you're a fairly big Christian that you know

(41:08):
Christ and God has a lot to do in your life.
Can you talk about kind of what you're pulling from the Bible
and what you've learned from that and how how that translates
to sales and business and other things like that?
Well, I I feel like I've been had.

(41:41):
The greatest salesman on the planet is Jesus Christ.
Dang that is so good. If you want to be good at
selling, influential selling. And this isn't, this isn't about

(42:01):
manipulation. This isn't about control.
It's the opposite. And the more you study his words
and apply them in your own life,the more effective it's
something you'll become. It's interesting because you
know, Danny, this is your fault.I'm, I'm going to go, I'm going

(42:24):
to jump in there. I'm going to jump into this deep
pool. Yeah, let's do it.
We just had Easter and I'm of the belief that Christ was born
in April, not necessarily Christmas.
OK, so for me Easter is not necessarily about eggs and

(42:47):
Easter bunnies. No, more importantly it's about
the birth as well as the resurrection of Jesus Christ.
I mean, basically he's the only man that supposedly died and

(43:08):
came back to life, right? But before he did that, he went
through Gethsemane, right? And in Gethsemane, he, he began
to take upon himself our, our sins and our transgressions and
our sicknesses and our pains. And in that moment, the pain was
so overwhelming that he asked his father, he asked God to let

(43:34):
the cup pass. In other words, I don't want to
feel this way anymore. It hurts too much.
Please stop this. Right.
And but then he finished the sentence with But not my will,
but thine be done. Now, what did God do in answer
to that prayer? Well, he sent an Angel to kind

(43:55):
of talk, you know, Jesus a little bit.
And interesting that there was no other way.
That was his way. That was God's way, the Father's
way of saying to Jesus, his son,his beloved son, that there is
no other way. And what did that teach us?

(44:16):
Well, what that teaches us is that in our own adversities, our
own difficulties, where we have to hug a cactus, so to speak, or
suck a lemon or embrace the suck, right, Whatever metaphor
you want to use, that is how we learn.
That is how we grow. And sometimes there is no other

(44:38):
way. There is no other way.
That's why we're here. We're here to learn from each
other. We are each other's clinical
material. And that's the thing that I
wanted to talk about. That was the thing I was trying
to think of in the beginning of,of of this podcast.
We are each other's clinical material.
We learn from another for bad, for good, for I'll circumstances

(45:00):
occur and it's those obstacles. It's that opposition.
It's the same thing with my son in that wrestling match the
sophomore year against Delgado. Those are the moments where we
learn and there is no other way.There is no other way.
And that's what I learned from the scriptures.

(45:21):
From. Christ and that's.
That's that's the beauty of the Bible.
So, so awesome. Absolutely love that Brigham and
as most people know, I have it pretty clear in my BIOS.
It's it's hard to miss, but I'm a follower of Christ as well.
So just just so awesome to see that I know that you've pulled a
lot from the Bible and just evenlike those, those stories that

(45:42):
you're pulling, you know, I'm sure most people haven't read
the Bible like you have. So that was, that was some
pretty good insight there. And yeah, I guess we can end
there. I think that was that was a good
podcast already. I mean, I feel like that's a
that's a good place to end. So where can people find you,
learn more about you, and you know, maybe sign up for your
company? Oursellingpros.com So

(46:06):
POWERSELLING pros.com. In fact, Danny, if you wanted, I
can give you guys, I can give the listeners a freeway to get a
happy call script. Yeah, that's very good.
A happy call script. It basically helps when calls
aren't coming in. Let me see if I can pull it up

(46:29):
real quick here. Shouldn't take me too long.
And you? Happy call script.
Yeah, so let's say calls aren't coming in, instead of your CSR
reading their favorite novel or doing collections calls, which
in my opinion they should never do, get somebody else to be
dedicated to collecting. That's it.

(46:50):
But customer service and collections are completely two
different birds. Don't don't have your team to do
both. Have them focus just on customer
service. So if calls aren't coming in,
have them call out to your customers and you do that with a
happy call script. And I would compensate them for
every appointment they they book.
So a customer, you get a customer on the phone, you say,

(47:11):
hey, we were out to your home six months ago.
How's it going? Make sure they're happy, right?
As long as they're happy, you say, hey, I'm glad that you're
having a great experience, that things are still working the way
that they should. The reason why I ask is because
we we don't have you on our clubmembership.
And I'm wondering why not? Because it prevents things like
the thing that you were doing with six months ago from

(47:31):
happening. If you wanted, I can get you
going on one right now. OK, so you should do that when
calls aren't coming in. So here's access to that happy
call script. Just text, so text the word
happy to the following number and that number is 385-247-3714

(47:51):
and that'll just feel free to put it in the show notes if you
want. Danny 385-247-3714 text happy to
that number and you'll get a a free happy call script just for
listening to the podcast. Also, well, great.
That's a great piece of value. So yeah, that will be put in the
description of this video, whether you're watching it on
YouTube or Spotify or whatever. And then where can people

(48:14):
connect with you personally? Brigham, are you on LinkedIn,
Facebook? Where you at and where?
Can, yeah, I'm on LinkedIn, I'm on Facebook.
Definitely reach out to me. Would love to hear from you.
Awesome. And just to be clear on your
target market, are you looking to connect with home service
companies or just the CSRS like who are you?
Yeah, so. Any business owner from the home

(48:36):
service industry. So whether it's heating and
cooling, that's our bread and butter.
Plumbing. Also a ton of companies that do
plumbing, electrical, roofing, pest control, Molly maids, you
name it. Where chances are we're, we're
working with them in in some former fashion.
Oh, and just when you go to powerslingpros.com, you can
click on the demo link and you can get a free demo from from

(49:00):
one of the representatives here at Power Sling Pros.
And we can customize a program just for you and your team to
train your CSRS as well as your sales staff to book calls and,
well, customers make sure you'rethe only one coming out to the
customer's home. Awesome.
Well, thank you so much for coming on the show, Brigham.
And is there anything else you'dlike to plug, promote or
mention? Nope, That's it.

(49:21):
Thanks so much, Danny. Awesome, man.
Yeah, of course, man. It was an honor having you on
the show. And yeah, I look forward to
watching it back and just staying in touch with you, man.
It's it's really incredible whatyou're doing in the space.
Actually. I didn't mention how long you've
been in the game, but you've been in it for a while.
You're crushing it. So just just love what you're
doing in the space, man. Just keep being you.
Thanks, Danny. I appreciate.
It for sure, man, yeah.
Advertise With Us

Host

Danny Leibrandt

Danny Leibrandt

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