Kenny Chapman reframes selling for technicians: instead of convincing people to buy, the purpose is enhancing customers' lives through a sequence of experiences that builds long-term relationships and recurring revenue. Profit becomes a byproduct, not the goal.
Hey everybody, Kenny Chapman here coming to you with this week's video version of Freedom Friday Focus, our weekly blog where we cover different topics for contractors, managers, trainers. And this week we're talking about the purpose behind selling. And as you'll see if you read the written blog, this is all about helping technicians or salespeople understand a little deeper of the why behind what we're doing. You know, we do all this training and it's this sequence and this particular strategy and I want you to knock on the door with the left hand with only two fingers out. I mean, you know, seriously, we do some pretty crazy stuff of trying to stack the odds in our favor, as I always talk about with our selling technicians. And this week, you know, it's about purpose number one, it's about process number two and it's about goal number three. And oftentimes I see managers fail miserably when it comes to helping techs understand why we're doing what we're doing. And a little bit bigger picture, a little bit more purpose behind it. Because if I'm doing our CSI two day technician success Academy or one of the certified trainers is guiding through this in our organization, we'll ask the question to the audience, what is the purpose behind selling? What's the point of a process and what's the goal in this whole thing? And what we hear is, well, the purpose is simply to make a sale. The process is simply to convince somebody to buy something from us. And the goal is to make the company more dough. Really? Damn, that sounds boring. That sounds sure. Shallow and short sighted. So what I'm encouraging you this week is to dig in a little bit deeper and help your technicians realize that really the purpose is, is so much bigger. The purpose is to enhance our customers lives. The purpose is to improve their life. The purpose is to leave their life better than it was before they had an interaction with us as a technician or our entire organization. The process isn't about convincing them to buy, it's about creating a sequence of experiences, encouraging them to invest with us in our goods and services and products and whatever we might be offering them in today's situation. Okay, so process is much more than convince them to buy something. And then when it comes to the goal, you know, we're told, oh, the goal is just to make more money. No, making more money is a total byproduct. The goal is to create a connection with a customer for a long term revenue generating relationship to help us, you know, make the world a better place, if you will. And I'm not going to go all soft skill on you here today, but that's really what it's all about. If your technicians can't connect a bigger purpose with going out and working on water heaters and furnaces and electrical panels and lighting upgrades, it's about improving the top techs that we see in the U.S. canada and Australia all enhance their customers lives more than anything else. I'm Kenny Chapman, the blue collar coach, coming to you with this week's video version of Freedom Friday Focus. Have a better than fantastic week and we'll see you next time.
