Page 7 - The Compass 2017 | Volume 12 | Issue 4

PEOPLE dON’t mINd thAt YOU’LL bE IN thEIR the guys show up to do the job. Finally, I hand it off to a proj-
hOmES fOR hOURS? ect manager. I stay involved with the design because it’s what
No, they love it. I tell my clients right away: My primary job I sold.
being here today is to inform and educate you, so you can make
the best decision for yourself. And that’s my goal on every sin- whEN YOU cOmE bAck ON A fOLLOw-UP AP-
gle call. And people are so thankful that we take the time to POINtmENt, bEfORE cONtRActS ARE SIGNEd,
explain to them why they need an arc fault, why does this panel wILL YOU RUN INtO OthER bIdS At thAt POINt?
and grounding matter, how does that affect the house, and so on. That’s happened a couple of times, but very rarely. One thing
That’s exactly how we go from being called out for a bad outlet about rewires is almost nobody is doing them. It’s an untapped
to talking about an entire house rewire—because I was able to market really. There are plenty of guys who will run around
educate them and show them all the incredible things a rewire town in a pickup truck and say they can install a panel. That’s
can do for them. where we get our competition. I’ll come back to customers’
homes where they have that bid on a panel for half of what
whAt cOmmON ObjEctIONS YOU hEAR? we’re charging, but I’ll still get that job. Here’s why: I explain
First of all, I love objections. They’re my favorite. If there are to the client that 75 percent of everything I do as an electrician
not objections, it’s kind of boring. I love the dance, that’s what I is fixing what someone else has done wrong. Of all the places
call it. You’re dancing with the client. I love that whole process. in the world, where do you want to feel safe? Your home. When
So, when a client gives you an objection, what they’re really it comes to this type of work, you get what you pay for when
doing is telling you what you have to overcome to serve them. it comes to an electrician. You’re not buying a product; you’re
There is no objection that can’t be overcome. Most involve mon- buying the skill and talent of the individual. When I lay it out
ey, timing, or value. You need to solve it, and close the deal. like that, those other bids usually disappear.

dO YOU OftEN hAVE tO GO bAck tO thE hOmE wE’VE tALkEd AbOUt A LOt hERE, bUt IN jUSt A
tO GEt thE bUSINESS If YOU dON’t cLOSE thEm fEw wORdS, cAN YOU ULtImAtELY EXPLAIN whY
ON thE fIRSt VISIt? PEOPLE bUY fROm YOU?
Yes. I’m not a high-pressure closer. I’m not big on, “you have to Because they trust and believe that I can do what I said, that I
sign now before I leave,” because I rely heavily on relationships. can meet the set of expectations that I’ve created.
This is something I try and teach the guys: You don’t have a
true client until you’ve built trust. You may show up, do service, If YOU’RE tALkING tO cONtRActORS OR ELEctRI-
and leave; but will that be a repeat client? You have to build cIANS NEw tO thE IdEA Of SELLING, whAt Ad-
trust. I spend the time to build that trust. VIcE wOULd YOU hAVE fOR thEm tO hELP thEm
Most of my jobs, especially those big rewire jobs, I will be bE SUccESSfUL?
going back to the home two or even three times. It’s an invest- I’d say, first of all, get the idea that what you’re doing is sales
ment. Remember, I’m spending the first couple of hours con- out of your head. This is service. We are providing a service. I
vincing them of this idea of doing a rewire. Then, I set an ap- tell this to my techs all the time—when we go out and sell a job,
pointment before I leave. You don’t want to do too much at one yes, I talk about product. I’m talking about panels. But I spent
time because people get burnt out. I’ve overwhelmed them with a lot more time talking about the quality of guys who will be
so much information and excitement. doing the work for them. They’re clean, and they’ll be wearing
When I come back in a few days, I’ll come with my blue tape. the booties. They’re courteous while in your home. How well
We’re going to walk along every wall in their house and talk they’re trained. And then our guys come in and meet that high
about all the great things we’re going to do for them. We put standard. When our guys are going to someone’s house, that
the tape on the wall and tell them what’s going to be there, homeowner is buying them. You are there to serve that person.
and we walk them through the entire job. Then, they’re getting They’re putting their trust in you. If you can’t go to their home
even more excited. After the walk through, I come back when and convince them that you can perform the job, you have to
look in the mirror and
Dave celebratinG with the Pacific coast team anD loveD ones at the sGi awarDs Gala in las veGas. Dave ask yourself, “Why
is in the back. from left to riGht in front of him: GirlfrienD lacey heustess, son James, anD Pacific coast would that homeowner
owner’s tricia anD kim hancock.
not allow me to serve
them?” It’s not about
price. It’s not about the
job or the task. This is
a people business. It’s
all about people.

THE COMPASS | Issue 4 | 2017 7