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what what have you done specifically in
using specific promotions and financing
in order to generate leads and make more
sales in your business you know the the
leads a lot of times will will run
something you know an ad on the
promotions that do come up with the
bryant but most of it really is just
keeping in contact with our existing
customer base so many so many years went
by where we just did the jobs and we
never really kept in contact with them
so now we hired an inside sales person
and he is he just does nothing but
contacts our customers all day long and
talks to him about our company and what
we do and but you know setting the leads
is so important that's something we did
not do and setting the leads is crucial
to to get that right person because one
of the another thing you you show is a
third third and a third
yeah well I never really believed that
even when you said it had to be proven
to me and the only way it was proven to
me is when we started tracking the leads
I did think that was one of those things
that now he's wrong on that right on you
know but the third third and third and
now when we track our leads like Joe if
he's in that 60% range I know he's
getting all the people he's supposed to
get right which is really nice for me
because you may think 60% so failure but
when you understand that third third and
third right and I was talking to Doug
some of the salesmen out there selling
if they're the third that's the bad
third yeah and they're our salesmen they
probably shouldn't be a salesmen if you
take the market and this is the market
in total you have basically you can
divide it up into 1/3 2/3 1/3 right
you've got your value base guy here
right
you've got your cheap guy here and I'll
talk about these guys in a second but
you've got your your value base these
are people know not necessarily rich
people but they value quality they value
service they want to know everything
that's involved they're willing to pay
five hundred thousand bucks more to have
something done right over here you got
the cheap guy cheat guy doesn't care
about nothing but price right cheap
price cheap price cheap price and what
happens is sometimes we end up trying to
accommodate this guy so much that we end
up alienating this guy because just like
the cheap guy is going to eliminate the
high bid the value based guy
automatically will eliminate the low bid
and so if we end up being trying to get
this guy and this guy thinks for the
cheap company we may get this guy but
we'll actually alienate this guy and
then of course this third right here you
know this is the group we say can go
either way right sometimes they go high
in sometimes they go cheap it just
depends on the product or service this
guy right here is always buying the nice
cars the nice shoes the nice jeans this
person right here is always behind
everything cheap this person here
sometimes cheap sometimes value I say
this person might buy drive their BMW or
their mercedes-benz to Walmart because
the car is important to them but the
shoes are not the key is is that you got
to situate your business like Tim's
talking about for this third right here
and then this third right here you have
to devote your time to demonstrating to
them why it's important to go with value
this heating and air conditioning system
is one of those times they need to go
high-end right so if you get half of
that third right and you get this third
what do you have you have half the pie
and you got the big nice fat you know
high margin part of the pie the best
part is as Tim saying as you get really
good at the sales process you start
getting even more of these right so now
the sudden you've got 60% of the pie and
you've got the 60% of the pie that are
buying the higher end systems eight ten
twelve sixteen thousand something like
that and that's what you really grow
your company but the key is you have to
design your strategy to to target that
value and to convince convince the other
of the bottom half that it's worth
making that decision when you're going
out and you're dropping off bids when
you're dropping off bids listen if the
homeowner gets three bids they're gonna
choose one of those right so that means
you've got a one in three chance to be
in that guy if you get if you drop
enough bids but you also only have a
chance of one and three chance of
getting that getting that if you're the
middle guy the low guy because the
value-based guy automatically what
everybody understands everybody readily
admits I hear guys all the time all we
lose deals two chief competitors we're
always losing deals two chief
competitors well that's true but what
you may not be really to recognize and
this is one of the excuses and
justifications that have to be dealt
with if we're gonna be successful you
may not be willing to admit that you're
losing tons of jobs to a guy who's a
thousand bucks more than you and that's
the real heartbreaking thing I don't
mind losing the job to the cheap guy but
I guarantee you everyone watching us
today is out there and they're losing
business to a guy who's charging 5-under
bucks more why because we went in we
allowed our guys to go in to drop off a
bid and move on and then the only way
you're gonna get that job is if you get
a call back because you're cheap the
bottom line is you are losing business
to competitors who are charging more
than you and you have to you have to you
have to take a good hard look at
yourself you have to be just painfully
honest about your sales process and the
way you're running your business if
you're losing jobs to teach competitors
that's one thing but I promise you
everyone out there from time to time is
losing jobs to higher-end competitors
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