The Big Squeeze - The "Give Up to Get" Close

Hey, welcome back to the contractor training room and our series on the big squeeze. This is the last episode of the neuro story selling process where we're going to drive revenues up, we're going to increase closing percentages and keep us out of this squeeze of our profit being compromised because we're able to charge a little more, we're able to close more deals, and we're going to be able to offset the those things that are costing us money. In our following episodes, when we talk about the hybrid workforce and how this is going to work to expand that gap for our profit. So today what we're going to be talking about is our give up to get. This is a closing technique that works extremely well, especially when we're converting from insurance to retail and how it actually feels very comfortable for everybody. But I got to catch you up to where we are right now. Right now in the sales process. In our first episode, we talked about the core four things. We talked about authority, we talked about communication, we talked about logistics, and we talked about emotion, storytelling, and how we encapsulate somebody and allow them to see themselves as their future self because of the way others have felt when working with us. And so that's underneath everything else. In our second episode, we talked about the invisible system. These phases that we walk through that are logical, where the homeowner is choosing the things that they want, whether it be a product or the system itself, they're telling you what it is that they want. Now, we know as salespeople that human behavior and personality is going to drive those decisions to normally choose the best or maybe even something better than the best and amazing. And so they're going to always want the best. But we haven't talked anything about price yet. And in our last episode, they've chosen the product, they've walked through our system. They chose all the things in our system that they want. And now we've asked a transition question. That transition question was, other than price and affordability, is there any reason we couldn't put you on our production schedule, why I'm here today? And those words are very important. There's a lot of really important words in there. We teach the psychology of that in our virtual training that we're going to be doing. But I wanted to catch you up to where we are. We just asked that transition question. And the transition was from talking about all the cool stuff and amazing stuff and all the things they want. Are there any things standing in the way other than price and affordability that would prevent us from moving forward. In most cases they'll say no. Some cases they will have something, we'll go ahead and get it answered. Then we'll ask that same question again. Always referring back to where we believe we are in the process, which is we've filled in all the gaps. There isn't anything else to think about. It was all logical where you started, what you did, how you did it. I see myself picking the product and I like that product. I picked all these things and I like all those things and I see a finished project, I'm happy. Everything is great. Now just how much is it? And so think about it like this. The first thing is we have to sell the so we can negotiate the. These are super important. Don't ever forget this. This is going to take you from being a bottom dweller, average low end salesperson that's always fighting on price and having to get into price wars with everybody and cut your profit margins and cut what it is that you do just to make a little commission into selling things that you're excited to sell. Number one, the finished product that you're going to see. Number two and way they're going to feel once it gets installed. So what we have to do is we have to realize that we've accomplished some things. These things that we've accomplished is that they picked a product and so think of it as a little checkbox over here we've got a bunch of them like so and good which is standard builder grade, that type of terminology, better best and amazing. And the one I really sold is this one right here, the best one. And this homeowner really likes it a lot. And they checked that box. They said yeah, that's the one I want. Now they didn't physically check a box but they told you which one. But now they've started to make some selections that are going to determine the price. Done some home care and there were several things on there, on that home care that we do just put five of them there and we asked them is there anything there that you don't want? And they said no, I want them all. So all those boxes are checked. Then we have our safety system and that has a bunch of little check boxes of everything we do in our virtual training that we do. We're going to talk about all these and all the different things that you could do, the things that you're capable of versus what some of else might be capable of. But we've asked this homeowner, is there anything there that you don't want. And they said, no, I want to. I want my job to be safe. And so they wanted everything on our safety system. And then we have our install system. This is unique and different. We've given it a cool name. There's a lot of cool products and stuff on there that they, that we do differently. Maybe some nails, maybe the way we do vents, maybe the way we seal perimeters and penetrations. Maybe a cool accessory, maybe a pest prevention device. Is there anything there you don't want? And they say, no, I want all of those. Because human behavior tells us that everybody wants the best. And then we have one final one here that's really important, which is the cleanup. And that one has a few boxes on it as well. And the homeowner says, yep, I want all those too. Now if you think about that they picked a high end product and all of these things that cost us time and extra money, lost opportunity. Because to do something better than somebody else normally takes more cost and more time, which is okay. I don't have any problem doing that as long as I get rewarded for it. And so think each one of these things has created value in my sale. And so my competition out there, we'll just pick a number there. I'm going to scroll up a little bit. Don't forget all this good stuff. Let's move up a little bit, see if I can move it over. I like it a little bit. Normally it would be out to the right, but I want to be able to see you guys too. And so what this tells us is based off all of that is we have a number and that number is determined by everything they picked. And let's call it $25,000. And ideally, if you're selling it right, you're also showing a price per month. We're going to talk about this in our virtual sales workshop to how to sell financing and stuff like that. But this might be $299 a month somewhere in there. Now, based on everything that you picked, Mr. Junk, because I went from transitioning, any reason keeping us from moving forward? Nope. Great. Let's go over everything you picked. And based on all the things you picked, that says Your roof is $25,000 or $299 a month, which way would you prefer to go? Would you rather write a check for half down and half upon completion or would you prefer to pay for this monthly and make it affordable? And the homeowner on the other side is like, whoa, man, that's way more than I thought it was going to be. I thought it was going to be $10,000. You know, they have a misconception of what these things cost. They might have thought it was 15,000, but I'm way higher. I have gone way above where they thought they were going to be. So I'm now asking them, hey, I completely get it. These were the things that you wanted, right? Yes, they're the things I wanted. Well, tell me in here what portions of this that you would like to give up. And what this is called is a give up to get close. I'm going to give up something to get the thing I want. And so we have some choices here. We could choose a different product and that would affect the price, or we could compromise some of the things that you really liked to affect the price as well. And what most people will do is they'll say, well, show me a different product. And so instead of doing this product, they'll come over and choose this one. And that makes a difference. They can literally see it right away. That makes a difference and brings the price down to $22,500 and now $219 a month. And no, I'm not sure if those are exact numbers. I'm just giving you the representation for it. And they say, wow, you know, that's still probably more than I want to spend. I go, well, we don't want to go any further down a product, right? No, I don't. Not at all. So what else could we give up? And so I'm looking at these things as costing me time, money and opportunity. So what of it could we give up? You know, that pest control, that pest prevention thing, was that something that we really needed? No. And that knocks 500 off. Well, okay, in the cleanup thing, do we really need to flush out all the gutters and do all that? Yeah, I don't want. And so they see themselves as owning this thing and they don't want to give up anything. That's the crazy thing about the way we buy. You think about going on a car lot. You walked over to that amazing vehicle, it was $150,000. You went, Whoa, that's way outrageous. But you didn't go and run over to the one with roll up windows and AM FM radio. You took a step down. And when you took a step down and it was a hundred thousand dollars, you went, okay, that's still not what I can afford, but it feels better. And that's exactly what's happening to these homeowners. Still not what I can afford, but it feels better. I'm getting a discount each and every time. And ultimately what ends up happening is this person usually ends up moving maybe one of these, losing one or two of those, but not willing to give up anything else, and decides that this is the right thing for the right price for me. And so this is called a give up to get close. I have sold the best and I'm simply just negotiating the rest. And remember, I gave him a price assurance guarantee. If anybody else can do a roof like the one we do, then we'll not only match that price, but we'll give you your money back. So there's no reason for them not to sign up with us. This is the best price you're going to get for the roof they want. Now, at certain times you will get people that say, hey, I've got a better deal from somebody else. For example, that same roof from somebody else, or what they believe to be the same is $19,000 and you're sitting here at 22,500. But Mr. Jones, we want to compare apples to apples. So let's take a look at what they have to offer. Do they have these grip tight nails? No, they don't. Do they have this type of underlayment? Do they have this type perimeter penetration system? Do they, do they have all these things? And do you want to give those things up to get that price or would you prefer to have them sleep easy, have peace of mind that you have the best roof on your house, highest quality products with the best installation system available, and knowing that you are not going to experience stress or pain as you go through this. Because these guys have to compromise something somewhere because this is the best price that this can be offered at, considering what it is that we're doing. And so your homeowner says, hey, let me take a little bit more of a look at that financing. Or they say, hey, yeah, let's go this way. And we want to always bring it back to that. Now, hey, Mr. Jones, which one of these is a better option for you? Would you rather go monthly or would you rather pay half down and half whenever we get done? Or it could have sounded like, hey, would you like to go monthly or would you prefer to pay a small down payment so we can order materials, half upon delivery of materials and then the other half upon completion. So we're always asking which way? But none of those ways is no. So this is a give up to get close that we have allowed them to choose all the things they want based on human behavior, knowing they're Going to choose the best stuff and then allowing them to feel good by taking the things off that might have been a want more than a need until they get to the price that makes sense for them. This becomes such an easy way to sell. You don't feel any pressure, they don't feel any pressure. It's just a way of getting negotiated out exactly what it is that they want. If you want to learn more about how to do this, how to literally make it a system that comes so naturally and so easily to everybody that we teach, they start closing at 50, 55, 60% because they put the homeowner in control. Because they let the homeowner have what they want and then let them pull off the things that get them to their need. If you want to learn how to do this and do this in a way unlike anybody else on the planet and learn this neuro story selling methodology so that you can increase your sales, which means you're going to increase your commissions. And you want your salespeople, those of you that are owners and leaders out there to do that. Send your sales guys to us. Send those sales guys to us. We're going to be doing something on March 5th. You can find out more information just click that QR code right there. And we're making this super affordable. To go and get training like this and to have a three hour intensive would cost thousands of dollars for each person. And we want to make things affordable because we truthfully want to help people out. And this thing is only $249. That's it, $49. We're just gonna get you three hours of intensive training scripts that you need to use, the talk tracks that you need to use, the objections flashcards that you need to defeat and practice with. It's also gonna get you the 150 page field guide. You're gonna get all of that for $249 literally. You're gonna make it all back in one sale. And I have no doubt that it's gonna lead to dozens and dozens of more sales for you as a salesperson and hundreds of more sales for you as a sales manager or owner. So get your guys to our neuro story selling virtual workshop. It's going to be an intensive. We're going to take three hours on March 5 from 9 to 12. Couple little breaks in there, but we're going to be intense. We're going to really get this fine tuned for each and every person that's there so they can go out and execute immediately. And, and we can convert the insurance stuff to retail, but also take what we've learned and go sell retail if we want. And here's another great thing about all of this. If all of it doesn't work, this is the thing, this is the beautiful part. If all of this doesn't work, you can always fall back to the insurance thing. If you're an insurance restoration contractor. Well, it looks like none of that works for you, Mr. Jones. Let's just do it for what your insurance company said. According to what the way they said to do it. So we're going to do that $15,600 roof instead of this $25,000 one. But it's going to be builder grade. None of the special stuff, regular nails, regular, all the stuff. And they'll do it if that's the only and last resort that they have. Because they trust you. They believe that you have their best interests at heart. They've tried to get the thing they want and they can't. Here's another beautiful thing. If they know that they can finance and they've got, let's say 17,000 from their insurance company and the roof they want is 22,500, that's a $5,500 difference. They could finance just that part and be paying like $79 a month super cheap. Maybe that works. Or maybe they want to stick with this number of $249 a month or $249 to attend the event to get the $22,500 roof and keep this, pay off on a high interest loan, set money aside for the kids, college, buy a car, go to Aruba, I don't know. But we put them in charge of that decision as well. So that's our Nero story. Selling. Hope you guys participate. Can't wait to have you in there. And that's it for this episode. Those of you that are leaders, owners, operations, technical people, watch the next few episodes. We're going to talk about this idea of hybrid ops and hybrid workforce and how we might do that to reduce the other thing. Those costs that are eating into our profit. How do we reduce those? We're going to talk about that in our next episode, so don't miss it and I'll see you in there.