Phil Risher warns home-service owners that discounts attract the wrong customers and kill margins. Instead, ask why they need the service, find their real problem, and sell the solution, not the price.
Discounting our way into a sale, I think, is— it can hurt a lot of people, especially if you're just running like meta ads and you're trying to create demand for your product, opposed to where are people going when they actually have an issue for those internal triggers. I think a big shift for a lot of home service businesses is in the dream outcome scenario, which is when someone calls you and they try to diagnose their own problem, like, hey, I need a new toilet. You have to ask them why do they need a new toilet. Is it the thing's leaking? Is it cracked or broken? Because that is truly the internal trigger that creates the dream outcome, which then now you know what you're actually working towards. And I think a lot of people, they They don't know this and they just allow people to diagnose.
