February 25, 2025 • 29 mins
Closing high-ticket sales requires more than just a pitch—it’s about understanding your customers' real needs and tailoring your approach to solve their problems. This discussion covers proven sales tactics, like asking the right questions, uncovering the true pain points, and establishing trust through credibility and clear communication. Learn how to present value effectively, handle price objections, and create long-term customer relationships that drive repeat business. Join host Adam Sylvester, with Ben Gonzalez of White Picket Team and Jon Margalit of Happy Home Helpers and Rags to Riches University.
New to Jobber? Masters of Home Service listeners can claim an exclusive discount for Jobber at https://bit.ly/4d0KAEh
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Episode Transcript
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(00:00):
Price is a function of value.It's not just cost, right?
(00:02):
And so I think it's a really importantperspective to have and for you
as a business owner to find all ofthe ways that you can increase the
experience of your customer, notjust in the immediate situation,
but on an ongoing basis.
Welcome to jobbers, masters of HomeService, a podcast for home service pros,
buy Home Service pros.
(00:24):
We're in Las Vegas and today we're talkingabout the best sales tactics for high
paying customers. I'myour host, Adam Sylvester.
Today's guests are John Marlet and BenGonzalez. Guys, welcome to the studio.
Thanks for having us, Ben. Tell ouraudience who you are, what you do,
and how you got here.
Yeah, absolutely. Well, firstly,thank you so much for having me.
It's a huge honor. Hugepleasure to be here.
(00:46):
So I am a Chief OperatingOfficer for Executive Lawn Care
Executive is a lawn landscaping businessin the Dallas for Worth metroplex.
And I also co-own white picket team,
which is a businessmanagement consulting firm.
I actually was reached out to last yearto be a speaker on the Jobber summit,
which was a huge honor. I gotto speak on some training,
developing some training systems,
(01:08):
and then Jobber reached out to meagain to be a guest on the podcast.
And immediately without question, withinfive minutes responded. It was like,
yes, let's do it. Nice.
I'm glad you're here.That's awesome. Thank you.
John. Yeah, I'm the owner ofHappy Home Helpers, Las Vegas,
Nevada based house cleaningservice, junk calling,
and I'm also the founderof Rag Services University,
where I teach people how to start andgrow a six or even seven figure house
(01:31):
cleaning business.
Awesome. I'm glad you guys areboth here. Let's get into it.
So we're talking abouthigh paying customers,
and is there any difference when you'retalking to a high paying customer?
Exactly. What would you guys say to that?
Well, I take the same approach.
I think that whether it's ahigh paying customer or not,
I do the same exact tactic, andthis is the most valuable, I think,
(01:51):
thing that anybody can learn anddo. It's called Spin selling,
and Neil Rackman is the author of thebook Spin Selling. And what it means,
and how you do it exactly,
is you take the prospectthrough a series of discovery
call questions and all thequestions that you ask lead them to
give you all the answers that youneed to sell them and how to sell
(02:15):
them. And then it specifically says,
use their words that they use back tothem so that they realize that you're
really paying attention and that you'reacknowledging every single thing that
they want and how they want it.
And then you just turn around afterthey answer all your questions and
regurgitate it to them so that they'reclear about what they're going to get,
exactly the manner which they told you.
(02:36):
You're getting to the point where you'reactually turning the tables to where
they want your business, which is areally interesting perspective to have.
One of the ways that I look at it is thatwhether it's a high paying customer or
not,
this is an individual who has a problemand they need a solution of some kind.
And so you're there tocommunicate, to curate,
and communicate the bestvalue. I think it's a really,
(02:59):
and this is a little bitoutside of the topic,
but I think it's a bad ideato chase the cheapest price.
It's really about how can you providethe most value so that you're solving a
problem for an individual who might bein a position to where it's actually
cheaper for them to pay ahigher price for something,
as long as you're gettingwhat their problem solved.
(03:19):
I'm a relatively competentindividual. If my grass isn't green,
I have YouTube and I have Home Depot,I could probably figure it out,
but I would much rather pay someonewho is an expert, who's credible,
who can solve my problem and make surethat I don't have to deal with this
again.
And so regardless whether that'sa less expensive service or a more
(03:39):
expensive service, the principle isstill the same. Love what you said.
Yeah, I think that it's really importantthat unless you're asking a question or
answering a question, there's no reasonto talk. The more listening you do,
the better. The best salespeople arethe best listeners. And note takers,
not the fastest, smoothest talkers. Right?I'll give you an example,
and this is a real lifeexample. I needed to buy a tv.
(04:02):
I moved into a new home. Sowhen I went to the store,
I went to Best Buy and I was entering thestore and a sales associate came up to
me, a guy, and he said, whatare you looking for? And I said,
I need to buy a tv. And he said, great.
Let me show you the TVs and whicheverone you think has the best picture,
you let me know and I'll tell youhow much it is and I'll help you out.
So I spent maybe 20,
(04:23):
30 minutes and I was overwhelmed becausethere were so many TVs to look at,
and they all started to look the same.
I ended up leaving andcoming back two weeks later,
but my experience was entirely different,
and it was a real salesperson that cameup and understood how to spin sell. So
when I walked in, it was a woman thatcame up to me and she was brilliant,
immediately said, what are youlooking for? And I said, I need a tv.
(04:45):
And first she said, well, what room isit for in your home? And I said, ah,
it's for the living room.And she said, great.
How far back are you sitting from thetv? And I said, oh, it's about 13 feet.
And she said, great. What kind offloor do you have in that room?
Is it wood tile? Do you havecarpet? And I'm thinking to myself,
why does she want to know this?So I asked her and she said, well,
(05:05):
because if you have a wood floor or tile,
the acoustics echo moreand carpet eats it up.
So if you have carpet, I would recommenda TV that has built-in speakers,
but if you don't,
then I think you're going to need anotherspeaker set to go with the tv. And so
she walked me over, and as I'm tellingher this information, she said,
because your 13 feet back,
(05:27):
you have carpeted floor andit's for your living room,
then I think the optimal sizefor your viewing experience is 72
inches. Let me show you thetwo best 72 inches I have,
and then you could choose theone that you like the best.
And then she asked me one final question,what do you like to watch? And I said,
I love sports. And she said, ah, Ben,
(05:47):
the one on the left is going to be theone you want because it has a higher
refresh rate. And I said, what doesthat even mean? She said, well,
the TVs that have the higher refresh rateswhen the ball travels through the air
or the puck travels across the ice,if the refresh rate isn't high,
you're going to lose it and it'sgoing to get pixelated. So she said,
this TV here is really the only TVfor you, and I ended up buying it.
(06:10):
I love that. That's a genius story.
I also think it matters to say highpaying customers aren't necessarily better
than other people. Theydon't have more value.
It just higher ticketeditems are harder to sell.
It's easy to sell a hundred dollars tv,but a 10,000 TV is a lot harder to sell.
So I want to make sure that our listenersdon't think we're treating people
differently. They have moremoney than other people.
(06:31):
That's what we're talking about.
We're talking about more expensivethings are harder to sell.
And what she demonstrated wasshe had incredible expertise.
She was incredibly attentiveto my needs and my wants,
and then she took me directly to thebest product that I told her that I
wanted based on a series of questions.
She asked to get all the informationshe need to then spin sell me.
(06:54):
Yeah, I think the other thing that shedid inadvertently was she sold you on the
outcome immediately.
So she did a really good job of goingthrough the step-by-step process,
and she knew the details in and out.
If you're an individualwho's just starting out,
you're solopreneur and you dorelatively simple services,
the principle is still the same.
(07:15):
You want to be focused on selling theoutcome as opposed to giving a monologue
of all the different steps.It's really just the outcome.
And can you cast the vision andthen can you execute on that vision?
Yeah. I think credibility and trustis a big thing in all this. Ben,
how have you learned how to develop trustand credibility in a very short amount
of time?
Sometimes you have 20 minutes to buildcredibility with somebody and rapport and
(07:38):
trust. How do you do that?
It's really helpful when on the front end,
your business has establishedcredibility. So generally speaking,
Google is the place that people aregoing to go and find a home service.
Do you have five star Google reviews?
Do you have a plethora ofthem on Facebook, on Yelp?
Do you have that front endwork already set in place?
It goes a long way because theyknow your truck when you pull up
(08:03):
that name. Oh, they've got a goodreputation. So that goes a long way.
But exactly what you werejust talking about, John,
if you're focused on trying toestablish a relationship with them,
which you're not trying to necessarilybe their best friend forever and ever,
but you are trying to ask some probingquestions about what is your past
experience with other home servicesspecific to whatever it is,
(08:24):
what did you like aboutwhat they did for you?
What did you not like aboutwhat they did for you?
You're at a point where you can nowarticulate how you can solve what they
didn't like and continue todo more of what they did.
I also like the question,other than price,
is there any reason that we're not goingto do business together? Well, yeah.
I mean, your van's not very nice.So I did hear one bad thing,
(08:45):
or do you guys even do this?Are you guys even experts?
You'll hear all theirobjections right then,
but they also might sell themselvesa little bit. No, I mean,
my neighbors loved you guys, and mykid plays baseball with your kid.
I think we're going to do businessas long as the price is right. Great.
Now you're only thinking about theprice and that you can overcome that.
And I think you made a really good point.
It's that people aren'tbuying the service.
(09:06):
They're buying the outcome of the serviceor what the outcome of the service,
how it makes them feel, right?
So a specific example when we used tooffer handyman service is that a guy
called in and he said that he was up allnight because he had this trap door on
the second story of hishome on the exterior.
And inside was like wherepeople would fix, I guess,
the ventilation or is itair conditioning system?
(09:28):
And he said it was a really quick fix,
but somebody had to go up ona high ladder to get there,
and the trap door became unhinged,and with the wind blowing,
it would pound against the walland it would keep 'em up all night.
So I came up with the price point of $350,
and the guy thought it was outrageousthat I would charge $350 for a two
minute fix. But I asked him,
(09:51):
how much would you pay to be ableto sleep well every single night?
And then all of a sudden,
it changed the value proposition fromtightening the hinges to getting a great
night's sleep. Yes. How soon canhe come? And immediately he said,
can you come today? And he understoodthe value, and then I backed it up with,
listen, someone's got to get ona high ladder. It's dangerous.
(10:12):
It might take two minutes,
but I guarantee you this will solve yourproblem and you'll sleep like a baby.
I want to pause for a moment to talkabout jobber and how jobber helps you guys
close more sales. So John, how has Jobberhelp you close those big ticket items?
Yeah,
so there's a few things specificallythat Jobber does that helps me close the
high ticket sales. Number one,
(10:33):
it allows you to clearly identifyline items and then assign a price to
those line items so you can break downexactly what you're providing and the
value of each thing that you're providing.
And then the second thing is you canattach PDFs or pictures and visual
representations of something thatyou're going to be selling somebody.
And the third thing that I love, that'sa small thing, but goes a long way,
(10:57):
is that it gives you the abilityto either text or email the quote.
And some people love to get it via email,
and some people hate going in their inbox.
So the key is to send peoplesomething the way they prefer,
and jobber enables that.
I'm a huge fan of the optional line itemsfor upsells, all the optional things,
they can just click and select themselvesfor bundle pricing. I love that.
(11:17):
So you need to up your gamewith pricing on jobber.
You need to be able to send your clientsbeautiful quotes so that they can
instantly, quickly approve easily andsimply. So go to java.com/podcast,
steal an exclusive discount andbeef up your quoting game today.
When people are spending a lot ofmoney on your product or service,
what are some other thingsthat they really care about?
(11:39):
What are some other things you need tocheck off to make sure that you cover
with them before they say yes?
We talked about credibility and trustand making sure that we know what their
true pain point is.
What are some other things wereally need to be cognizant of?
Clear lines of communication.I think it's a really big one.
So I work in the lawn landscapingindustry in our area in Dallas,
fourth metroplex. You've gota lot of chuck and trucks,
(12:00):
and so they'll come at arelatively inexpensive cost,
but you have no idea whenthey're actually coming.
Maybe it's relatively consistent in thatthey come in a certain day per week,
but if there's a delay, rain equipment,malfunction, whatever the case may be,
there's no communication. Hey,we're not going to be here today,
but we'll be here tomorrow.
And so I think that's the other aspectthat a high paying customer is looking
for. Is there a clearexpectation on communication?
(12:25):
And then to piggyback that,
I think the most important aspect ofthat communication is what are your terms
of service and what is your guarantee?
What are you promising themthat you're going to deliver on?
And how do you make sure thatyou deliver on that promise?
And if for any reason they feel thatyou are not delivering on that promise,
what do they do? And so to be specific,
(12:47):
we have a happiness guarantee and weclearly disclose that if anything's missed
when we clean their house,
they have 48 hours to reportthat something was missed.
They can take pictures of it, theycan send it in and no questions asked.
We will return and redo the job entirely.
But something that I think might be anugget for people is that I think we're
(13:08):
always worried about getting a badreview from somebody that's unhappy. So I
actually, in the terms ofservice, and I tell people this,
if you don't follow our guarantee processthat you're agreeing to in writing,
giving us 48 hours torectify the situation,
you waive your right to write a review.
You literally have that inour contracts. That's clever.
And more often than not,
(13:29):
this is not something I tend toenforce by taking somebody to court,
but it is such a great deterrent. Andwhen I bring it up to people, I'm like,
remember when we talked and I told youthat if you don't give me the proper time
to fix this for you, I'll come backtoday. But a lot of people say like, well,
we already cleaned it. We just want torefund or some money back. And I'm like,
no. And then they say, well, no problem.
(13:50):
Then we're going to take this upon Yelp at social media. And I say,
remember clause number three, section 3.2,
you agreed that if you don'tfollow these guarantee rules,
then you waive yourright to write a review.
And I actually state the fine andpenalty and say that it's being
upheld in small claims court.
(14:12):
Have you ever followed through with that?
No, but I've never, ever once gotsomebody that wrote a bad review.
It's always mitigatedany possibility of that.
Even people that posted a bad review,
they took it down because it clearlystates that the maximum that you can
sue somebody for in Nevadain small claims is $10,000.
(14:33):
So it says, this can damageour relationship forever,
and the cost of that damage is the fullamount allowed in small claims court.
And then it says,
if you write a review without allowingus to rectify this in 48 hours,
we're going to sue you for $10,000.
I want to come back to the price thing.
I think a lot of people listeningget hung up on premium pricing
(14:56):
and like, oh, I can't sell anythingin this price. What do you do, Ben?
If someone says, this isjust too expensive, it's just too much. I can't afford.
This. One of my favoritethings to say is, well,
it can always be moreexpensive. Give me a second.
Let me come up with some more thingsthat we could tack onto this. But again,
price is a function ofvalue. It's not just cost.
And so I think it's a reallyimportant perspective to have,
(15:19):
and for you as a business owner,
to find all of the ways that youcan increase the experience of your
customer, not just in the immediatesituation, but on an ongoing basis.
I like to tug at their heartstrings.So when people say, wow,
it's $300 to clean my house, I say,well, let me explain why. Okay?
The thing is, is that we pay ourstaff top dollar because number one,
(15:42):
we want to make sure that they cansupport themselves and their family.
We pay for their gas, and if youwant a really great experience,
it's going to cost more money. Andsometimes they do the takeaway,
and I'll say things like,
if getting really great consistentservice is not your top priority,
we might not be a good fit for you.
Oh, but we are. I care about that.I care about that. Okay. Well, yeah,
(16:05):
that's great. Any other hacks?
Any little techniques on overcoming theprice objection that you guys want to
share?
Well, I talk about it in terms ofthe competition and the experience
overall that they're goingto get. So I ask them,
if you don't want X, Y, Z,I could lower the price,
(16:25):
but if you do want it, thenthis is actually the cost.
And I think what you saidis the most important thing.
When your value propositions areclearly communicated and understood,
price is never an issue.
My dad's one of the best salespeopleI know. And one thing he always,
always talks about is selling.He sold life insurance.
(16:45):
And so one of his tactics washe would go over the education,
the meet and greet, the rapport,the educate, all those steps,
and then he'd get to the priceand he'd show them their options.
And then he only met with him ifit was a husband and wife together.
And then he would leave the table.He would, why? You guys are thinking,
can I use the restroom? And then he'dleave. What's the one thing they said?
(17:06):
They all have a conversationbefore we arrive, honey.
I don't care how good it looks.We're not buying anything today.
And so you're up againstthat team camaraderie that the husband and wife have.
We're not buying anything today.
We're going to think about it and thinkand think and think. And so he would
leave the table. What does that allowthem to do? Talk about it, honey,
I know we said we weren't going to buyanything, but let's just do it. Okay,
(17:26):
let's do that one.
So he come back from the bathroom orhe might go to his car or whatever,
he come back and then say, we'regoing to do that one. Great.
Lemme get an application.
And it took all the armwrestling and all the pressure.
He just standing there waiting forthem to say, yes, that never works.
But when you leave theroom, it just releases,
deflates all the pressure.
(17:47):
When it comes to price, thelast thing you want to be,
and the thing that you want to avoidthe most is the commodity business.
So if somebody sees and comparesyour price to someone else's price,
that means you haven'tdifferentiated enough.
So a little hack for people that aretrying to be different in what they do,
because a lot of customersthink lawn care is lawn care.
(18:08):
So if they compare yourprice to a lower price,
they're going to go with the lowerprice all day, because to them,
it's the same thing.
But the way to get out of thecommodity business is a great way to do
it is everyone says, we'rethe best at lawn care,
or we're the best at house cleaning.
A great way to avoid that andstep out of that is to be the only
(18:30):
of something, because then you'retotally unique and different.
So what I do in my Google ads is I say,
we're the only house cleaning servicethat will take your same day request and
come within a two hour period oftime. Then it's like, okay, yeah,
you're paying more,
but we come right away when you need usto clean up that mess and you don't have
(18:51):
to wait.
Yeah, I think that's good. Oneof the things you just said,
Adam reminded me that one of the thingsI talk about with some of my clients is
just because they may end up saying noright now, doesn't mean it's always a no.
Put automations in place that you canreach back out to these people because
they're still warm, in my opinion. Soif they end up going with someone else,
maybe you put a promotion in place,something to knock it off a little bit,
(19:14):
but you reach back out to them,don't let it go cold completely.
Put automations in place to continue tofollow up with these people after the
fact.
Jobber Summit returns on March 5th, 2025.
Join our annual online learning eventto access proven strategies to build,
run, and grow a best inclass home service business.
(19:35):
Reserve your spot todayat jobber.com/summit.
That's a great point.
I want to hammer this whole pain pointthings because I think the average
salesperson, they hearsomething like, well,
I'm not in a hurry. They say, you'rereally, really eager to get this done,
right? No, I'm not in a hurry.And then they kind like, oh,
(19:56):
what am I going to say now?
Because only arrow in their quiveris time and speed and say, oh.
But the experienced person would say,well, are you in a hurry for this?
What's the timeframe? Well, okay,
so you're not really in a hurryto get this done. Okay, well,
and then they'll start peeling backthe onion, so to speak. Like, well,
(20:17):
what does matter to you? My father-in-lawcomes around every couple months.
He's always bugging us about the lawn.Oh, so when's he coming? A few weeks.
As long as it's done before then.Are we good? Yeah, I think so. Okay.
What does he usually talk about? Theweeds and the beds are always really bad.
If the weeds beds are weedlesswhen your father-in-law comes,
(20:38):
is there anything else we shouldknow about? No, that's usually it.
It's always bugging me about that.Okay, so no more bug, no more weeds.
Are we good to go? Can we stealthis deal today? Yeah, let's do it.
That's peeling back the onion andunderstanding what's really driving this
decision. He doesn't care about thebeds. He walks by him every day.
He doesn't care, but gosh,he hates getting nagged by his father-in-law, right?
(20:58):
That's what really matters.
And so if we can take a listener frombeing an amateur salesperson to an expert,
the difference is usually thelevel of questions that you ask.
Would you guys agreewith that? Absolutely.
Oh, absolutely.
And I know a lot of the listenersin the audience have house cleaning
businesses,
so I'll be real specific about somethingthat you probably encounter all the
time. And you're probably going to nod,
(21:19):
even though you're listening to me rightnow, specifically for a move out clean,
if you ever get a request for that,
the number one thing that mostpeople have as their pain point is
getting their security deposit back,right? Since they're vacating the home,
they're not concerned howclean it is necessarily,
but what they want is to ensure thatthey get the most money back that
(21:43):
was being held the whole timethat they were living there.
So if you tell them thatthe goal and mission of
what you're selling them is toget their security deposit back,
then it adds so much more value.And I even take it a step further.
I tell them, or ask them, who istheir property management company?
Because then I can identify a specificchecklist that property manager
(22:07):
has. I can obtain it,
and then I can make sure in detail to hitevery single thing on the list to give
them the best possiblechance to get the most money.
Then there's a concept of being the prize,
not the seller when you're in asituation where you're selling.
Can you explain that a little bit?
Yeah. I mean, it's really goingback to what you said earlier, John,
(22:27):
about you're asking specificquestions about their current
situation and what expectations they haveof what does the best experience look
like?
And you continue to hone in and hone inand hone in to the point where you're
able to fill those gaps of you'regetting to the point where you're
understanding their entire situation andyou're now able to fill those gaps of
(22:49):
the solutions that you can provide.Again, for lawn and landscaping,
maybe it's communication,maybe it's, I dunno,
specific preferences thatthe individual might have.
Yeah, I like to ask specific questionsthat might uncover these pain points.
So similar an analogous to the TV story,which you asked me what I was watching,
how far back I was, the acoustics inthe room, all these types of questions.
(23:11):
I'll ask questions about, doyou have pets? Do you have kids?
Are there any high places that you wantto have cleaned that you just can't
reach or you're afraidto go up high and do it?
What types of activity are in the house?
Do you guys take off yourshoes when you come in?
Or do you guys wear shoes in the house?
All these things are going to clueme in on what to then place value on
because I specifically know thethings that they care about most.
(23:34):
And so when I spin andturn around and sell them,
then I think that that'sthe most effective.
And the bottom line is nobody wantsto be sold anything. Actually,
sales is a bad word at my company.
All we do is customer serviceand act as guidance counselors.
That's it.
If there's somebody listening andthey shaken their boots when they're
(23:56):
presenting a really high priceitem, whatever the case may be,
what would you say would be a good firststep for them to take to become better
at presenting their offer, presentingtheir company in a proper way,
and start closing more ofthese high ticket items?
What would you guys say isa good first step for that?
Well, I think you need to reallyunderstand the nuances of what you do
(24:17):
and how to execute on your servicesyou're providing. One of the things,
it's a very common thing, don'tover promise and under deliver.
And so you need to have a really goodunderstanding of your process and systems
that you put in place so that you canexecute on whatever it is that you're
trying to offer that individual.And so if you don't know that,
I think you get put into a position whereyou get really nervous because you're
(24:41):
starting to tell people,
cast this vision that you may notbe able to actually execute on.
And that's what makes people reallyscared to offer them a specific price,
especially a high one.
Yeah,
I like to talk about all the years ofexperience that I have in my team has
getting to this point to be ableto deliver such excellence and such
(25:01):
consistency.
And then I also like to alludeto how much we spend in support.
So sure, we come and deliver the service,
but 7:00 AM to 7:00 PM Wehave multiple people in the
office at all times to answeryour text, answer your calls,
and be very attentive toyour needs. And so sure,
(25:21):
you're just thinking about the actualservice and what we're physically doing in
your home,
but don't forget there are all theseother things here that enhance your
experience with us and make surethat your needs are met in real time.
One of the things I wasjust thinking about too,
you mentioned an individual who's anexperience in sales and gets really
nervous.
I think another perspective to have isif your intent is to try to sell someone
(25:45):
on a service,
you have to think about the scale andvolume it takes to close something.
So it might take out of 10 triesyou get on the 10th and you need to
do that again 10 more times,
or maybe it's a hundred times ofpitching to someone and you get it once,
and so you need to do it a hundred moretimes and maybe you get it twice on
that.
Don't be afraid to get told no
(26:09):
consistently.
A really great sales individualcan let that slide off of their
shoulder and move on to the next one.
But think of the volume and scale ittakes and focus on how do you improve your
pitch? How do you improvewhat you're trying to sell?
Yeah, it's incremental improvements. Sothere's two things I want to touch on.
One is called trial closing,
and the other one I want totouch on is micro commitments.
(26:31):
So I say this time and time again,
the most valuable thing that you canget from somebody that you want is their
money. You want them to pay you,but if they're not ready to pay you,
the most valuable thing that you can getfrom them is their time. Every second,
every minute they spend talking to youabout the solution to their problems or
what they want and need,that's a second or a minute,
(26:51):
they're not going to want to spendwith somebody else doing the same exact
thing. They're going to get tired ofit. So the longer the discovery call is,
the more time I look at the duration oftime for the customer service calls or
sales calls,
if you want to call them that.And I know every time I see a long call,
I know that that's goingto end up in a sale.
And so I'm trying to get theprospect to make micro commitments a
(27:15):
little bit bit further down my funneland give me more and more of their time
until they're ready togive me their money.
And then the next one is trialclosing. It's my favorite tactic.
I call it the yes game,
but Russell Brunson wrote a book aboutit and it's called Trial closing.
And what it simply means is that you'llask as many questions as you can to the
(27:35):
prospect that you know thatthey're going to say yes to.
So in the beginning of the call,
I try to get as many yeses as I canbecause what it does is it subconsciously
conditions the prospect tokeep wanting to say yes,
and they're on this path that they'revery agreeable to everything that you're
offering and saying to them.
So when it comes down to go aheadand get your credit card out,
(27:59):
they just say, yes.
Guys, this has been a greatconversation. I love sales.
I could talk about it all day.
I'm going to try to break it down tothree actionable items here for our
listeners.
Number one is you need to find outwhat the real reason that they called.
People will say, oh, Ineed this that, but why?
Dig down unpeel the onion and find outwhat the real pain is and then solve
(28:19):
the pain. Number two is ask questions.
Repeat back to them what you hear andmake sure you're using your two ears and
one mouth in proportion. And because themore you talk, the less you're selling.
And number three is get some repsin. This isn't a short-term game.
It is hard to sell bigticket items. Like Ben said,
you got to get a lot of repsin. You got to keep trying,
(28:40):
get some tough skin developed and justkeep pressing forward. Don't get scared.
Don't give up. Keep trying.Guys, it's been great.
Why don't you tell our listeners howthey can find you and all that. Ben,
go ahead.
Yeah, so you can find me onLinkedIn at Ben Gonzalez.
I own a business managementconsulting firm called White Picket
team@whitepicketteam.com. Wespecialize in franchising industries,
(29:02):
so if you want some coachingconsulting interested in that,
please email mebenGonzales@whitepicketteam.com.
Yeah, and you can find me@johnmargo.com,
J-O-N-M-A-R-G-A-L-I-T.
And if you want any information orresources on how to start and grow a six
or even a seven figure house cleaningbusiness, I can help you do that.
(29:23):
Or if you want me to mentor you and helpyou along the way and hold your hand
while you're on this journey,then I can do that as well.
Guys, that was a greatconversation. Thanks for being here.
Thank you so much. Thanks for having us.
And thank you for listening.
I hope you heard something today thatwill help you become a better salesperson,
especially for those big ticketitems. I'm your host, Adam Sylvester.
(29:43):
You can always find me@adamsylvester.com.
Your team and your clients deserveyour very best, so go give it to him.
Price is a function of value.It's not just cost, right?
(00:02):
And so I think it's a really importantperspective to have and for you
as a business owner to find all ofthe ways that you can increase the
experience of your customer, notjust in the immediate situation,
but on an ongoing basis.
Welcome to jobbers, masters of HomeService, a podcast for home service pros,
buy Home Service pros.
(00:24):
We're in Las Vegas and today we're talkingabout the best sales tactics for high
paying customers. I'myour host, Adam Sylvester.
Today's guests are John Marlet and BenGonzalez. Guys, welcome to the studio.
Thanks for having us, Ben. Tell ouraudience who you are, what you do,
and how you got here.
Yeah, absolutely. Well, firstly,thank you so much for having me.
It's a huge honor. Hugepleasure to be here.
(00:46):
So I am a Chief OperatingOfficer for Executive Lawn Care
Executive is a lawn landscaping businessin the Dallas for Worth metroplex.
And I also co-own white picket team,
which is a businessmanagement consulting firm.
I actually was reached out to last yearto be a speaker on the Jobber summit,
which was a huge honor. I gotto speak on some training,
developing some training systems,
(01:08):
and then Jobber reached out to meagain to be a guest on the podcast.
And immediately without question, withinfive minutes responded. It was like,
yes, let's do it. Nice.
I'm glad you're here.That's awesome. Thank you.
John. Yeah, I'm the owner ofHappy Home Helpers, Las Vegas,
Nevada based house cleaningservice, junk calling,
and I'm also the founderof Rag Services University,
where I teach people how to start andgrow a six or even seven figure house
(01:31):
cleaning business.
Awesome. I'm glad you guys areboth here. Let's get into it.
So we're talking abouthigh paying customers,
and is there any difference when you'retalking to a high paying customer?
Exactly. What would you guys say to that?
Well, I take the same approach.
I think that whether it's ahigh paying customer or not,
I do the same exact tactic, andthis is the most valuable, I think,
(01:51):
thing that anybody can learn anddo. It's called Spin selling,
and Neil Rackman is the author of thebook Spin Selling. And what it means,
and how you do it exactly,
is you take the prospectthrough a series of discovery
call questions and all thequestions that you ask lead them to
give you all the answers that youneed to sell them and how to sell
(02:15):
them. And then it specifically says,
use their words that they use back tothem so that they realize that you're
really paying attention and that you'reacknowledging every single thing that
they want and how they want it.
And then you just turn around afterthey answer all your questions and
regurgitate it to them so that they'reclear about what they're going to get,
exactly the manner which they told you.
(02:36):
You're getting to the point where you'reactually turning the tables to where
they want your business, which is areally interesting perspective to have.
One of the ways that I look at it is thatwhether it's a high paying customer or
not,
this is an individual who has a problemand they need a solution of some kind.
And so you're there tocommunicate, to curate,
and communicate the bestvalue. I think it's a really,
(02:59):
and this is a little bitoutside of the topic,
but I think it's a bad ideato chase the cheapest price.
It's really about how can you providethe most value so that you're solving a
problem for an individual who might bein a position to where it's actually
cheaper for them to pay ahigher price for something,
as long as you're gettingwhat their problem solved.
(03:19):
I'm a relatively competentindividual. If my grass isn't green,
I have YouTube and I have Home Depot,I could probably figure it out,
but I would much rather pay someonewho is an expert, who's credible,
who can solve my problem and make surethat I don't have to deal with this
again.
And so regardless whether that'sa less expensive service or a more
(03:39):
expensive service, the principle isstill the same. Love what you said.
Yeah, I think that it's really importantthat unless you're asking a question or
answering a question, there's no reasonto talk. The more listening you do,
the better. The best salespeople arethe best listeners. And note takers,
not the fastest, smoothest talkers. Right?I'll give you an example,
and this is a real lifeexample. I needed to buy a tv.
(04:02):
I moved into a new home. Sowhen I went to the store,
I went to Best Buy and I was entering thestore and a sales associate came up to
me, a guy, and he said, whatare you looking for? And I said,
I need to buy a tv. And he said, great.
Let me show you the TVs and whicheverone you think has the best picture,
you let me know and I'll tell youhow much it is and I'll help you out.
So I spent maybe 20,
(04:23):
30 minutes and I was overwhelmed becausethere were so many TVs to look at,
and they all started to look the same.
I ended up leaving andcoming back two weeks later,
but my experience was entirely different,
and it was a real salesperson that cameup and understood how to spin sell. So
when I walked in, it was a woman thatcame up to me and she was brilliant,
immediately said, what are youlooking for? And I said, I need a tv.
(04:45):
And first she said, well, what room isit for in your home? And I said, ah,
it's for the living room.And she said, great.
How far back are you sitting from thetv? And I said, oh, it's about 13 feet.
And she said, great. What kind offloor do you have in that room?
Is it wood tile? Do you havecarpet? And I'm thinking to myself,
why does she want to know this?So I asked her and she said, well,
(05:05):
because if you have a wood floor or tile,
the acoustics echo moreand carpet eats it up.
So if you have carpet, I would recommenda TV that has built-in speakers,
but if you don't,
then I think you're going to need anotherspeaker set to go with the tv. And so
she walked me over, and as I'm tellingher this information, she said,
because your 13 feet back,
(05:27):
you have carpeted floor andit's for your living room,
then I think the optimal sizefor your viewing experience is 72
inches. Let me show you thetwo best 72 inches I have,
and then you could choose theone that you like the best.
And then she asked me one final question,what do you like to watch? And I said,
I love sports. And she said, ah, Ben,
(05:47):
the one on the left is going to be theone you want because it has a higher
refresh rate. And I said, what doesthat even mean? She said, well,
the TVs that have the higher refresh rateswhen the ball travels through the air
or the puck travels across the ice,if the refresh rate isn't high,
you're going to lose it and it'sgoing to get pixelated. So she said,
this TV here is really the only TVfor you, and I ended up buying it.
(06:10):
I love that. That's a genius story.
I also think it matters to say highpaying customers aren't necessarily better
than other people. Theydon't have more value.
It just higher ticketeditems are harder to sell.
It's easy to sell a hundred dollars tv,but a 10,000 TV is a lot harder to sell.
So I want to make sure that our listenersdon't think we're treating people
differently. They have moremoney than other people.
(06:31):
That's what we're talking about.
We're talking about more expensivethings are harder to sell.
And what she demonstrated wasshe had incredible expertise.
She was incredibly attentiveto my needs and my wants,
and then she took me directly to thebest product that I told her that I
wanted based on a series of questions.
She asked to get all the informationshe need to then spin sell me.
(06:54):
Yeah, I think the other thing that shedid inadvertently was she sold you on the
outcome immediately.
So she did a really good job of goingthrough the step-by-step process,
and she knew the details in and out.
If you're an individualwho's just starting out,
you're solopreneur and you dorelatively simple services,
the principle is still the same.
(07:15):
You want to be focused on selling theoutcome as opposed to giving a monologue
of all the different steps.It's really just the outcome.
And can you cast the vision andthen can you execute on that vision?
Yeah. I think credibility and trustis a big thing in all this. Ben,
how have you learned how to develop trustand credibility in a very short amount
of time?
Sometimes you have 20 minutes to buildcredibility with somebody and rapport and
(07:38):
trust. How do you do that?
It's really helpful when on the front end,
your business has establishedcredibility. So generally speaking,
Google is the place that people aregoing to go and find a home service.
Do you have five star Google reviews?
Do you have a plethora ofthem on Facebook, on Yelp?
Do you have that front endwork already set in place?
It goes a long way because theyknow your truck when you pull up
(08:03):
that name. Oh, they've got a goodreputation. So that goes a long way.
But exactly what you werejust talking about, John,
if you're focused on trying toestablish a relationship with them,
which you're not trying to necessarilybe their best friend forever and ever,
but you are trying to ask some probingquestions about what is your past
experience with other home servicesspecific to whatever it is,
(08:24):
what did you like aboutwhat they did for you?
What did you not like aboutwhat they did for you?
You're at a point where you can nowarticulate how you can solve what they
didn't like and continue todo more of what they did.
I also like the question,other than price,
is there any reason that we're not goingto do business together? Well, yeah.
I mean, your van's not very nice.So I did hear one bad thing,
(08:45):
or do you guys even do this?Are you guys even experts?
You'll hear all theirobjections right then,
but they also might sell themselvesa little bit. No, I mean,
my neighbors loved you guys, and mykid plays baseball with your kid.
I think we're going to do businessas long as the price is right. Great.
Now you're only thinking about theprice and that you can overcome that.
And I think you made a really good point.
It's that people aren'tbuying the service.
(09:06):
They're buying the outcome of the serviceor what the outcome of the service,
how it makes them feel, right?
So a specific example when we used tooffer handyman service is that a guy
called in and he said that he was up allnight because he had this trap door on
the second story of hishome on the exterior.
And inside was like wherepeople would fix, I guess,
the ventilation or is itair conditioning system?
(09:28):
And he said it was a really quick fix,
but somebody had to go up ona high ladder to get there,
and the trap door became unhinged,and with the wind blowing,
it would pound against the walland it would keep 'em up all night.
So I came up with the price point of $350,
and the guy thought it was outrageousthat I would charge $350 for a two
minute fix. But I asked him,
(09:51):
how much would you pay to be ableto sleep well every single night?
And then all of a sudden,
it changed the value proposition fromtightening the hinges to getting a great
night's sleep. Yes. How soon canhe come? And immediately he said,
can you come today? And he understoodthe value, and then I backed it up with,
listen, someone's got to get ona high ladder. It's dangerous.
(10:12):
It might take two minutes,
but I guarantee you this will solve yourproblem and you'll sleep like a baby.
I want to pause for a moment to talkabout jobber and how jobber helps you guys
close more sales. So John, how has Jobberhelp you close those big ticket items?
Yeah,
so there's a few things specificallythat Jobber does that helps me close the
high ticket sales. Number one,
(10:33):
it allows you to clearly identifyline items and then assign a price to
those line items so you can break downexactly what you're providing and the
value of each thing that you're providing.
And then the second thing is you canattach PDFs or pictures and visual
representations of something thatyou're going to be selling somebody.
And the third thing that I love, that'sa small thing, but goes a long way,
(10:57):
is that it gives you the abilityto either text or email the quote.
And some people love to get it via email,
and some people hate going in their inbox.
So the key is to send peoplesomething the way they prefer,
and jobber enables that.
I'm a huge fan of the optional line itemsfor upsells, all the optional things,
they can just click and select themselvesfor bundle pricing. I love that.
(11:17):
So you need to up your gamewith pricing on jobber.
You need to be able to send your clientsbeautiful quotes so that they can
instantly, quickly approve easily andsimply. So go to java.com/podcast,
steal an exclusive discount andbeef up your quoting game today.
When people are spending a lot ofmoney on your product or service,
what are some other thingsthat they really care about?
(11:39):
What are some other things you need tocheck off to make sure that you cover
with them before they say yes?
We talked about credibility and trustand making sure that we know what their
true pain point is.
What are some other things wereally need to be cognizant of?
Clear lines of communication.I think it's a really big one.
So I work in the lawn landscapingindustry in our area in Dallas,
fourth metroplex. You've gota lot of chuck and trucks,
(12:00):
and so they'll come at arelatively inexpensive cost,
but you have no idea whenthey're actually coming.
Maybe it's relatively consistent in thatthey come in a certain day per week,
but if there's a delay, rain equipment,malfunction, whatever the case may be,
there's no communication. Hey,we're not going to be here today,
but we'll be here tomorrow.
And so I think that's the other aspectthat a high paying customer is looking
for. Is there a clearexpectation on communication?
(12:25):
And then to piggyback that,
I think the most important aspect ofthat communication is what are your terms
of service and what is your guarantee?
What are you promising themthat you're going to deliver on?
And how do you make sure thatyou deliver on that promise?
And if for any reason they feel thatyou are not delivering on that promise,
what do they do? And so to be specific,
(12:47):
we have a happiness guarantee and weclearly disclose that if anything's missed
when we clean their house,
they have 48 hours to reportthat something was missed.
They can take pictures of it, theycan send it in and no questions asked.
We will return and redo the job entirely.
But something that I think might be anugget for people is that I think we're
(13:08):
always worried about getting a badreview from somebody that's unhappy. So I
actually, in the terms ofservice, and I tell people this,
if you don't follow our guarantee processthat you're agreeing to in writing,
giving us 48 hours torectify the situation,
you waive your right to write a review.
You literally have that inour contracts. That's clever.
And more often than not,
(13:29):
this is not something I tend toenforce by taking somebody to court,
but it is such a great deterrent. Andwhen I bring it up to people, I'm like,
remember when we talked and I told youthat if you don't give me the proper time
to fix this for you, I'll come backtoday. But a lot of people say like, well,
we already cleaned it. We just want torefund or some money back. And I'm like,
no. And then they say, well, no problem.
(13:50):
Then we're going to take this upon Yelp at social media. And I say,
remember clause number three, section 3.2,
you agreed that if you don'tfollow these guarantee rules,
then you waive yourright to write a review.
And I actually state the fine andpenalty and say that it's being
upheld in small claims court.
(14:12):
Have you ever followed through with that?
No, but I've never, ever once gotsomebody that wrote a bad review.
It's always mitigatedany possibility of that.
Even people that posted a bad review,
they took it down because it clearlystates that the maximum that you can
sue somebody for in Nevadain small claims is $10,000.
(14:33):
So it says, this can damageour relationship forever,
and the cost of that damage is the fullamount allowed in small claims court.
And then it says,
if you write a review without allowingus to rectify this in 48 hours,
we're going to sue you for $10,000.
I want to come back to the price thing.
I think a lot of people listeningget hung up on premium pricing
(14:56):
and like, oh, I can't sell anythingin this price. What do you do, Ben?
If someone says, this isjust too expensive, it's just too much. I can't afford.
This. One of my favoritethings to say is, well,
it can always be moreexpensive. Give me a second.
Let me come up with some more thingsthat we could tack onto this. But again,
price is a function ofvalue. It's not just cost.
And so I think it's a reallyimportant perspective to have,
(15:19):
and for you as a business owner,
to find all of the ways that youcan increase the experience of your
customer, not just in the immediatesituation, but on an ongoing basis.
I like to tug at their heartstrings.So when people say, wow,
it's $300 to clean my house, I say,well, let me explain why. Okay?
The thing is, is that we pay ourstaff top dollar because number one,
(15:42):
we want to make sure that they cansupport themselves and their family.
We pay for their gas, and if youwant a really great experience,
it's going to cost more money. Andsometimes they do the takeaway,
and I'll say things like,
if getting really great consistentservice is not your top priority,
we might not be a good fit for you.
Oh, but we are. I care about that.I care about that. Okay. Well, yeah,
(16:05):
that's great. Any other hacks?
Any little techniques on overcoming theprice objection that you guys want to
share?
Well, I talk about it in terms ofthe competition and the experience
overall that they're goingto get. So I ask them,
if you don't want X, Y, Z,I could lower the price,
(16:25):
but if you do want it, thenthis is actually the cost.
And I think what you saidis the most important thing.
When your value propositions areclearly communicated and understood,
price is never an issue.
My dad's one of the best salespeopleI know. And one thing he always,
always talks about is selling.He sold life insurance.
(16:45):
And so one of his tactics washe would go over the education,
the meet and greet, the rapport,the educate, all those steps,
and then he'd get to the priceand he'd show them their options.
And then he only met with him ifit was a husband and wife together.
And then he would leave the table.He would, why? You guys are thinking,
can I use the restroom? And then he'dleave. What's the one thing they said?
(17:06):
They all have a conversationbefore we arrive, honey.
I don't care how good it looks.We're not buying anything today.
And so you're up againstthat team camaraderie that the husband and wife have.
We're not buying anything today.
We're going to think about it and thinkand think and think. And so he would
leave the table. What does that allowthem to do? Talk about it, honey,
I know we said we weren't going to buyanything, but let's just do it. Okay,
(17:26):
let's do that one.
So he come back from the bathroom orhe might go to his car or whatever,
he come back and then say, we'regoing to do that one. Great.
Lemme get an application.
And it took all the armwrestling and all the pressure.
He just standing there waiting forthem to say, yes, that never works.
But when you leave theroom, it just releases,
deflates all the pressure.
(17:47):
When it comes to price, thelast thing you want to be,
and the thing that you want to avoidthe most is the commodity business.
So if somebody sees and comparesyour price to someone else's price,
that means you haven'tdifferentiated enough.
So a little hack for people that aretrying to be different in what they do,
because a lot of customersthink lawn care is lawn care.
(18:08):
So if they compare yourprice to a lower price,
they're going to go with the lowerprice all day, because to them,
it's the same thing.
But the way to get out of thecommodity business is a great way to do
it is everyone says, we'rethe best at lawn care,
or we're the best at house cleaning.
A great way to avoid that andstep out of that is to be the only
(18:30):
of something, because then you'retotally unique and different.
So what I do in my Google ads is I say,
we're the only house cleaning servicethat will take your same day request and
come within a two hour period oftime. Then it's like, okay, yeah,
you're paying more,
but we come right away when you need usto clean up that mess and you don't have
(18:51):
to wait.
Yeah, I think that's good. Oneof the things you just said,
Adam reminded me that one of the thingsI talk about with some of my clients is
just because they may end up saying noright now, doesn't mean it's always a no.
Put automations in place that you canreach back out to these people because
they're still warm, in my opinion. Soif they end up going with someone else,
maybe you put a promotion in place,something to knock it off a little bit,
(19:14):
but you reach back out to them,don't let it go cold completely.
Put automations in place to continue tofollow up with these people after the
fact.
Jobber Summit returns on March 5th, 2025.
Join our annual online learning eventto access proven strategies to build,
run, and grow a best inclass home service business.
(19:35):
Reserve your spot todayat jobber.com/summit.
That's a great point.
I want to hammer this whole pain pointthings because I think the average
salesperson, they hearsomething like, well,
I'm not in a hurry. They say, you'rereally, really eager to get this done,
right? No, I'm not in a hurry.And then they kind like, oh,
(19:56):
what am I going to say now?
Because only arrow in their quiveris time and speed and say, oh.
But the experienced person would say,well, are you in a hurry for this?
What's the timeframe? Well, okay,
so you're not really in a hurryto get this done. Okay, well,
and then they'll start peeling backthe onion, so to speak. Like, well,
(20:17):
what does matter to you? My father-in-lawcomes around every couple months.
He's always bugging us about the lawn.Oh, so when's he coming? A few weeks.
As long as it's done before then.Are we good? Yeah, I think so. Okay.
What does he usually talk about? Theweeds and the beds are always really bad.
If the weeds beds are weedlesswhen your father-in-law comes,
(20:38):
is there anything else we shouldknow about? No, that's usually it.
It's always bugging me about that.Okay, so no more bug, no more weeds.
Are we good to go? Can we stealthis deal today? Yeah, let's do it.
That's peeling back the onion andunderstanding what's really driving this
decision. He doesn't care about thebeds. He walks by him every day.
He doesn't care, but gosh,he hates getting nagged by his father-in-law, right?
(20:58):
That's what really matters.
And so if we can take a listener frombeing an amateur salesperson to an expert,
the difference is usually thelevel of questions that you ask.
Would you guys agreewith that? Absolutely.
Oh, absolutely.
And I know a lot of the listenersin the audience have house cleaning
businesses,
so I'll be real specific about somethingthat you probably encounter all the
time. And you're probably going to nod,
(21:19):
even though you're listening to me rightnow, specifically for a move out clean,
if you ever get a request for that,
the number one thing that mostpeople have as their pain point is
getting their security deposit back,right? Since they're vacating the home,
they're not concerned howclean it is necessarily,
but what they want is to ensure thatthey get the most money back that
(21:43):
was being held the whole timethat they were living there.
So if you tell them thatthe goal and mission of
what you're selling them is toget their security deposit back,
then it adds so much more value.And I even take it a step further.
I tell them, or ask them, who istheir property management company?
Because then I can identify a specificchecklist that property manager
(22:07):
has. I can obtain it,
and then I can make sure in detail to hitevery single thing on the list to give
them the best possiblechance to get the most money.
Then there's a concept of being the prize,
not the seller when you're in asituation where you're selling.
Can you explain that a little bit?
Yeah. I mean, it's really goingback to what you said earlier, John,
(22:27):
about you're asking specificquestions about their current
situation and what expectations they haveof what does the best experience look
like?
And you continue to hone in and hone inand hone in to the point where you're
able to fill those gaps of you'regetting to the point where you're
understanding their entire situation andyou're now able to fill those gaps of
(22:49):
the solutions that you can provide.Again, for lawn and landscaping,
maybe it's communication,maybe it's, I dunno,
specific preferences thatthe individual might have.
Yeah, I like to ask specific questionsthat might uncover these pain points.
So similar an analogous to the TV story,which you asked me what I was watching,
how far back I was, the acoustics inthe room, all these types of questions.
(23:11):
I'll ask questions about, doyou have pets? Do you have kids?
Are there any high places that you wantto have cleaned that you just can't
reach or you're afraidto go up high and do it?
What types of activity are in the house?
Do you guys take off yourshoes when you come in?
Or do you guys wear shoes in the house?
All these things are going to clueme in on what to then place value on
because I specifically know thethings that they care about most.
(23:34):
And so when I spin andturn around and sell them,
then I think that that'sthe most effective.
And the bottom line is nobody wantsto be sold anything. Actually,
sales is a bad word at my company.
All we do is customer serviceand act as guidance counselors.
That's it.
If there's somebody listening andthey shaken their boots when they're
(23:56):
presenting a really high priceitem, whatever the case may be,
what would you say would be a good firststep for them to take to become better
at presenting their offer, presentingtheir company in a proper way,
and start closing more ofthese high ticket items?
What would you guys say isa good first step for that?
Well, I think you need to reallyunderstand the nuances of what you do
(24:17):
and how to execute on your servicesyou're providing. One of the things,
it's a very common thing, don'tover promise and under deliver.
And so you need to have a really goodunderstanding of your process and systems
that you put in place so that you canexecute on whatever it is that you're
trying to offer that individual.And so if you don't know that,
I think you get put into a position whereyou get really nervous because you're
(24:41):
starting to tell people,
cast this vision that you may notbe able to actually execute on.
And that's what makes people reallyscared to offer them a specific price,
especially a high one.
Yeah,
I like to talk about all the years ofexperience that I have in my team has
getting to this point to be ableto deliver such excellence and such
(25:01):
consistency.
And then I also like to alludeto how much we spend in support.
So sure, we come and deliver the service,
but 7:00 AM to 7:00 PM Wehave multiple people in the
office at all times to answeryour text, answer your calls,
and be very attentive toyour needs. And so sure,
(25:21):
you're just thinking about the actualservice and what we're physically doing in
your home,
but don't forget there are all theseother things here that enhance your
experience with us and make surethat your needs are met in real time.
One of the things I wasjust thinking about too,
you mentioned an individual who's anexperience in sales and gets really
nervous.
I think another perspective to have isif your intent is to try to sell someone
(25:45):
on a service,
you have to think about the scale andvolume it takes to close something.
So it might take out of 10 triesyou get on the 10th and you need to
do that again 10 more times,
or maybe it's a hundred times ofpitching to someone and you get it once,
and so you need to do it a hundred moretimes and maybe you get it twice on
that.
Don't be afraid to get told no
(26:09):
consistently.
A really great sales individualcan let that slide off of their
shoulder and move on to the next one.
But think of the volume and scale ittakes and focus on how do you improve your
pitch? How do you improvewhat you're trying to sell?
Yeah, it's incremental improvements. Sothere's two things I want to touch on.
One is called trial closing,
and the other one I want totouch on is micro commitments.
(26:31):
So I say this time and time again,
the most valuable thing that you canget from somebody that you want is their
money. You want them to pay you,but if they're not ready to pay you,
the most valuable thing that you can getfrom them is their time. Every second,
every minute they spend talking to youabout the solution to their problems or
what they want and need,that's a second or a minute,
(26:51):
they're not going to want to spendwith somebody else doing the same exact
thing. They're going to get tired ofit. So the longer the discovery call is,
the more time I look at the duration oftime for the customer service calls or
sales calls,
if you want to call them that.And I know every time I see a long call,
I know that that's goingto end up in a sale.
And so I'm trying to get theprospect to make micro commitments a
(27:15):
little bit bit further down my funneland give me more and more of their time
until they're ready togive me their money.
And then the next one is trialclosing. It's my favorite tactic.
I call it the yes game,
but Russell Brunson wrote a book aboutit and it's called Trial closing.
And what it simply means is that you'llask as many questions as you can to the
(27:35):
prospect that you know thatthey're going to say yes to.
So in the beginning of the call,
I try to get as many yeses as I canbecause what it does is it subconsciously
conditions the prospect tokeep wanting to say yes,
and they're on this path that they'revery agreeable to everything that you're
offering and saying to them.
So when it comes down to go aheadand get your credit card out,
(27:59):
they just say, yes.
Guys, this has been a greatconversation. I love sales.
I could talk about it all day.
I'm going to try to break it down tothree actionable items here for our
listeners.
Number one is you need to find outwhat the real reason that they called.
People will say, oh, Ineed this that, but why?
Dig down unpeel the onion and find outwhat the real pain is and then solve
(28:19):
the pain. Number two is ask questions.
Repeat back to them what you hear andmake sure you're using your two ears and
one mouth in proportion. And because themore you talk, the less you're selling.
And number three is get some repsin. This isn't a short-term game.
It is hard to sell bigticket items. Like Ben said,
you got to get a lot of repsin. You got to keep trying,
(28:40):
get some tough skin developed and justkeep pressing forward. Don't get scared.
Don't give up. Keep trying.Guys, it's been great.
Why don't you tell our listeners howthey can find you and all that. Ben,
go ahead.
Yeah, so you can find me onLinkedIn at Ben Gonzalez.
I own a business managementconsulting firm called White Picket
team@whitepicketteam.com. Wespecialize in franchising industries,
(29:02):
so if you want some coachingconsulting interested in that,
please email mebenGonzales@whitepicketteam.com.
Yeah, and you can find me@johnmargo.com,
J-O-N-M-A-R-G-A-L-I-T.
And if you want any information orresources on how to start and grow a six
or even a seven figure house cleaningbusiness, I can help you do that.
(29:23):
Or if you want me to mentor you and helpyou along the way and hold your hand
while you're on this journey,then I can do that as well.
Guys, that was a greatconversation. Thanks for being here.
Thank you so much. Thanks for having us.
And thank you for listening.
I hope you heard something today thatwill help you become a better salesperson,
especially for those big ticketitems. I'm your host, Adam Sylvester.
(29:43):
You can always find me@adamsylvester.com.
Your team and your clients deserveyour very best, so go give it to him.
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