Written by EGIA Contractor University Faculty & Marketplace Partners
Stop Selling and Start Serving
By Brigham Dickinson
We must move beyond selling to homeowners and transition to serving homeowners. There are two reasons to make this change: the vast amount of knowledge and research homeowners do before purchasing a new HVAC system and the homeowner's contaminated perception of contractors. Our approach must consist of transparency, expertise, and an openness to present options based on the homeowner's needs and wants. This is an emotional purchase that exceeds logic, caused by the expense they are about to incur.
Do you remember Robert Zemeckis’s movie trilogy "Back to the Future" starring Michael J. Fox? The year was 1985. With the help of Dr. Emmett Brown, played perfectly by Christopher Lloyd, Marty McFly is transported back to 1955. When the car pulls up to the gas station and five young men run out to service the car. McFly stares at this odd scene with his mouth open. It’s clear he is some-WHEN else! A time warp. He has been transported back to a different time.
Contractors are frequently asking us where they can find good technicians. Sorry to disappoint you but this article is not about how to find great technicians. The general unemployment rate is 4%. We would guess that the unemployment rate among technicians is close to 0%. There is no easy way to acquire skilled technicians.
The State of the Over-Marketed Consumer and How to Stand Out
By Drew Cameron
Studies show that the average consumer is exposed to up to 10,000 brand messages a day (TV, radio, digital, newspaper, magazine), with 50% of them being advertisements, and switches between computer, tablet, phone, and television screens 21 times an hour with an attention span of just 8 seconds (about the same as a goldfish).
Effective selling requires a mindset of service. You have to be willing to serve your customers better than your competition. I'd like to share a story from my new book, Consistency Selling, that illustrates the service mindset. I learned it from Joe the Concrete Guy.