"Why Can't I Close Sales On The Spot?"

0:00more in a higher rate. Okay, great question. So, there are two levers to building a sales motion. You have qualification, which is making sure that they are the correct person to talk to. They can afford it. They have the uh they have the authority to spend the money. Now is a good time, and they have a specific need for the product. That's band, budget, authority, need, timing. On the second lever of sales motion is education, which is friction. So, these are the two elements of friction in a sales process, qualification and education.

0:29The education side is typically done in either presentation style that is either live or recorded uh or conversation one-on-one. So, basically, you've got live and recorded on this axis, and then you've got um one-on-one or one-to-many. And so, the idea is we want to build sales assets that are recorded one-to-many, so that we can send them to people in the sales motion. And so, I'm preferencing the answer uh for you for the home services business, which is that if someone it depends on where the lead's coming in, but assuming let's say it's a uh Google PPC lead. All right, so you strung keywords, plumber near me, whatever. So, they go to your page, they should see a video. When they opt in, great. After they opt in, they should see another video, which further sells them, gives them even more proof.

1:11Speed-to-lead, great. We contacted them. Let's book the appointment. Before we show up, we make sure that they saw the thank you page video. We remind them to watch it. When we get on site, we do our tour, we do the education on site, and then when we go out to the truck, we say, "Hey, watch this video while I go do this thing." And then I go pretend to give you, you know, come up with my magic calculation for the quote. And then when I present the quote, what you do not do is email quotes. You always present the quote and go for the close on the spot. And so, if for some reason you're feeling like it is difficult for you to close on the spot, it's because you have not put enough friction or education prior to the sale and and or you did not qualify the prospect enough to make sure that the decision makers are present, so you can actually close.

1:48All right, so whenever you have a sales motion that's less efficient, it's either a qualification issue, an education issue, or both. And qualification issues, if you want the problem solving for this, is am I talking to the correct people? Like, are these people qualified to buy my thing? If I'm talking to the right people and they feel cold, we need more education. If you're talking to the wrong people, but they feel hot, right? Then we need more qualification. Right? So, that's kind of the equal opposite of qualification education. Um and that's how you can know how much you need. But, my rule of thumb is I want to give as much education as I possibly can in a sales motion at the points where you have the lowest cost. So, for example, right before an opt-in, very expensive. Right after an opt-in, very cheap. Right? You already have the opt-in, so you're giving more education, super cheap. There's it's almost zero downside to doing it. Before you have an appointment, making sure they watch that video, very low downside to doing that, more education. If you have them on a call or you have them in person, and you say, "Hey, before I come out, watch this video real quick. It's 7 or 8 minutes, give you more outline of how we do our stuff, and it should let it prove." You go do the thing, you come back, you gave them more education. And so, I want to stick as much education as I can in the lowest cost ways, and if I am going to put it in a high-cost area where I'm going to actually dramatically decrease, potentially, uh my throughput, I want to make sure that that is super worth it, and arguably, is typically there as more of a half qualification, half education. It's kind of accomplishing two objectives.

3:10So, Ron, here I hope If you like this video and you're a business owner who wants to break through your current revenue ceiling, I just sold every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into a completely free scaling roadmap that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so, you can click here and you can check it out. Again, absolutely free, and since you're a business owner, I appreciate you and uh enjoy.