Phil Risher says home service businesses lose sales by listing tasks instead of emotions. Customers decide subconsciously. Replace "we'll clean your gutters" with "come home and relax knowing everything is handled." Swap task language for the feeling it delivers.
The reason why you're not closing is you're selling the result, but people buy the feeling behind it. Your customer's brain skipped the outcome. It locks onto the emotion. 95% of buying decisions happen subconsciously. So, we'll clean your gutters doesn't move anyone, but come home and actually relax knowing that everything is handled, that one is different. And you're not selling the service, you're selling the outcome, how their house makes them feel. So, think about if you're running landscaping and you're going to do ads and you say weekly mowing, trimming, and leaf removal, you're going to scroll right past it. You're selling the result, but people buy the feeling behind it. Your customer brain skips the outcome and they go to the feeling behind the outcome. It's all the emotional piece. So, instead of like, we'll clean your gutters, but come home and actually relax knowing that everything is handled. That one is different. And the reason is because you're not selling the service, you're selling how their house makes them feel. So, here's what you should do right now. When you're creating content for your business, you need to look at it from a lens of how do I make my customer feel something? It's not we do HVAC inspections or we do gutter cleaning. It's Prepare your home for this heat this summer so that way you can sleep good knowing that your AC is going to be running all summer long. Or on the next rain, you don't have to worry about your gutters falling off of the house or leaks happening in your foundation because you have your gutters clean. That's the whole thing here. Swap the task for the feeling every single time.
The companies that win the next five years won't be the ones gaming the system.
