Jan. 30, 2025

Ep 24 - Dorian Hayes’ Road to Become a Million Dollar Electrician

Dorian Hayes shares his transformative journey from earning 40K part-time to nearing one million dollars in sales within 17 months. He emphasizes the importance of learning, customer service, and maintaining a positive mindset for achieving success in the home service industry.

• Dorian's leap from industrial work to residential services
• The impact of mentorship and structured learning
• Emphasizing the fundamentals of sales for effective results
• Turning diagnostic calls into high-value sales
• Differentiating between concerns and objections in the sales process
• The significance of customer relationships and trust
• Gratitude and a positive attitude as core business values
• Focus on leads, sales, and team culture for business growth

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00:00 - Journey to Million Dollar Electrician

12:13 - Maximizing Sales Through Effective Communication

16:29 - Building Trust Through Effective Communication

20:52 - Clarity Leads to Sales Confidence

35:44 - Portable Generators

WEBVTT

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Hello, hello, hello and welcome to the Million Dollar Electrician podcast where we help home service pros like you supercharge your business and spark up those sales.

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I'm Joseph Lucani and, together with my co-host, Clay Neumeier, we're here to share the secrets that have helped electricians sell over a million dollars from a single service van.

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Now it's time for sales, it's time for scale.

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It's time to become a million dollar electrician.

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All right, and welcome back to another episode.

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Today we've got another two-year anniversary, following Dan Totten's big second year anniversary.

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We got to learn so much about his growth.

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Following Dan Totten's big second year anniversary, we got to learn so much about his growth.

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Today we get to dive back in with Dorian Dorian Hayes.

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Welcome back, brother.

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Nice to have you.

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Absolutely, man.

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It's always a pleasure being with you guys Very cool.

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And how are you doing today, Joe?

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I'm doing awesome, man.

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I got a strong cup of coffee.

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I'm surrounded by friends.

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I love living my passion.

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How can you ask for more?

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Here's how you ask for more by joining us today in this one, because what we're about to unveil is how Dorian's really blown up from going from what was at 40K part-time before August of 2023 to then jumping full in full trust with us, jumping into our silver, our flagship program, going that first year with us and now beyond.

00:01:26.762 --> 00:01:29.227
Uh, you've recently maybe seen a value piece.

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We've been talking about dorian stuff.

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We're going to go deeper on that full history of dorian's journey here today and pick up where we left off about a year ago.

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No, a little over a year ago.

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We did the first episode with you after your first quarter.

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But, man, there's been a ton of lessons, challenges, growth, great moments, high fives, moments where I know you guys, you know maybe you wanted to even throw in the towel and I'd love to jump in a lot of that today and expose it so others can learn from that too.

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What do you say, brother?

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Absolutely, let's do it all right.

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We were talking about some numbers before this since you started.

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Uh, you just broke 900K in.

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About what are we at?

00:02:08.674 --> 00:02:09.889
17 months of business?

00:02:09.908 --> 00:02:11.139
here 17, 18 months, something like that.

00:02:11.158 --> 00:02:15.688
yeah, you hit the seven-figure mark in about 18, 19 months of business.

00:02:15.688 --> 00:02:18.274
At your current sales rate that's exceptional.

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We're talking about right around 330 calls sold, 550 calls ran, 874 leads.

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Right around 330 calls sold, 550 calls ran, 874 leads.

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An average ticket since you started of 2684 and a 60% close rate.

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Man, those are great numbers for an electrician.

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How in the HE I'm bringing the Canadian out how in the HE double hockey sticks did you manage to take on the sales and get a liking for residential service so quick, even with very little experience?

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So, honestly, you know, whenever I was working in the plants, before I jumped ship and decided to go full time with the business, I had no idea that, you know, residential service was you know a thing that I could build my business around?

00:03:04.330 --> 00:03:07.800
Residential service was you know a thing that I could build my business around?

00:03:07.800 --> 00:03:45.389
And, honestly, I think I started seeing you guys' content, probably around June or July, before I quit, and just after consuming all of the podcasts and all the videos and the value pieces you guys were giving out, and also a few calls with Clay, it just, you know, it spoke more, I guess, spoke more to who I am and what I love to do, which is, you know, honestly, just help people, be around people and after, you know, realizing that, hey, the only thing I have to do is take action on the things that you guys provide to us.

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Um, after kind of diving to the numbers and hypotheticals, if you know, we just do X, y, z, we would be able to do this.

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And I think um, that was kind of what led me to just, you know, taking that jump, that leap of faith and just believing in, um, you know, taking the action on the right things man.

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And here we are.

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If I could jump into that for a moment, because I don't feel like we've given it the proper context.

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And the thing is, Dorian, you got to give yourself a little more credit here.

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Like, you started off as an industrial guy, you were not in business, you didn't have any experience.

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Just making any jump from the familiar to the unfamiliar is already a huge bridge to overcome.

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Then getting into a whole new niche trade, completely blind into it and saying we're going to go right off and we're going to follow a process that I've been seeing is working and you put your whole heart into that, that's another bridge you've crossed.

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But then to not only go further and have the full 17, 18 months where you were consistently devoted to the process you're a promoter, you're devoted to pressing over perfect You've crossed three bridges that most people don't cross in their entire life in 18 months.

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That's what I feel you need to deserve credit for.

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So can you give yourself a little bit of love?

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Give a little pat on the back or something.

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Man, I appreciate that man for sure.

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All right sweet.

00:05:07.153 --> 00:05:38.233
Yep, yep, I mean, you know, it's just one of those things where I guess, you know, even now it's like we just we have our blinders on and you know we're just we try to be so focused on, you know, I guess those next steps, you know I guess those next steps and I appreciate you guys, cause that's that is one thing I've learned is, um, you know how important gratitude is and you know, taking that daily, every single day, taking that moment to just, you know, truly step back and appreciate where you're at the things you've overcome, so appreciate that Proud of you, bro.

00:05:39.321 --> 00:05:44.550
Well, I think it's like both of you guys said a lot of this comes down to fundamentals, to just doing the basics.

00:05:44.550 --> 00:05:50.422
Well, I mean or Mosey said this really well actually there's no advanced without a hundred percent basics.

00:05:50.422 --> 00:05:53.610
What does that mean to you, joe, when you hear something like that?

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So really, what I'm hearing in that is that if you understand the core fundamentals of something like and the best, the best example I do is if we were to say, compare it to Marshall training something.

00:06:03.805 --> 00:06:18.060
And the best example I do is if we were to say compare it to martial training, right, if you yourself are going to be in a situation where you don't know what you're doing, it's not going to really work.

00:06:18.060 --> 00:06:21.668
But understanding the basics and the core concepts allows you to be able to implement proper techniques which actually get real results.

00:06:21.668 --> 00:06:29.512
So many people think and they'll come to us and say like, show me how to handle objections, show me how to do this, this one's stumping me.

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But they're not realizing that prior to all of this, there's a fundamental step of let's just be someone they trust, like and respect and let's just serve them.

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And once that core basic is done, those options and over objections you were getting don't really work anymore.

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So you're ready to just overcome it through.

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Master of the basics.

00:06:50.839 --> 00:06:54.511
Speaking of objections, I've got a couple of things I wanted to say on that.

00:06:54.511 --> 00:07:07.641
And, dorian, I'm curious what your opinion is at this point, now that you've been training with us for a while and training in sales in general, doing electrical, do you guys feel like for the most part, people just answer to objections too fast?

00:07:07.641 --> 00:07:10.206
You know what I mean.

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And, joe, I think you even train on this and you may have to correct my language because joe's a sales bot.

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If you guys don't realize that joe's training sales about six to eight classes a week at this point.

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But ultimately there's a difference between a concern and objection.

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Would you agree with that?

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What do you guys?

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think is the difference there?

00:07:30.040 --> 00:07:40.447
So really it's something that we teach when we get into it is that someone may say that is a lot of money, and that's not an objection.

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That's a statement, it's a reaction, it's a natural thing that progresses.

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The problem is, some person might say, oh, they're objecting to it by saying it's too much, when really it's okay.

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Well, I completely acknowledge that.

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So, with that being said, with us being an investment because we're not cutting corner on quality, reliability or customer service, how would you like to proceed?

00:08:01.281 --> 00:08:08.987
Yeah, let's do that one, whereas an objection is you're out of your mind, I'm not paying this.

00:08:08.987 --> 00:08:14.163
Or they say anything along the lines of no, I'm not doing this, that's an objection.

00:08:14.846 --> 00:08:16.108
Okay, dorian, I'm tagging you in.

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Has anyone told you you're out of your mind yet?

00:08:20.341 --> 00:08:22.142
I've gotten that a few times, man.

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But, honestly, and something I'm thankful for is, you know, whenever you have a sales process that's truly designed to serve the customer at the highest level, you know we're able to go into with complete confidence.

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That you know we're not doing anything unethical.

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Even when it comes to the price, although we may be more of an investment to work with the, the services that we do provide we do believe is true, like you know, unlike anything that our industry has to offer, especially in our area.

00:08:53.927 --> 00:09:08.768
So when it comes to that just complete confidence that what we're offering is truly in their best interest and you know, at the end of the day, they have the ability to choose whether or not they want to move forward with it, and we're perfectly fine both ways.

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And even when we do get that, you know, at the end of the day, we're able to part ways as friends and we even help them out additionally by referring them to some of our referral partners in our area.

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So, at the end of the day, the customer always wins and we're just putting our best foot forward to help and serve them at the highest level.

00:09:31.491 --> 00:09:39.206
I love when you get into it and you said really, because you've mentioned so far the word service so many times in just that one statement, and I like that.

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That's a core value that we both represent and that we both emulate, Because if you're not serving, the sale will never follow.

00:09:46.168 --> 00:09:55.432
So many people go in the wrong direction and I feel like this is a major industry issue People will chase the number, thinking that will lead to the success.

00:09:55.432 --> 00:10:02.063
But when you shift your mind to, instead of acquisition, to serving I mean it's a common law in giving we receive right.

00:10:02.063 --> 00:10:11.163
When you serve and you pour it out with your full heart and customers start to see that it stops being apples to apples and, like we say, it's like apples to Corvettes.

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It's a completely different example.

00:10:13.410 --> 00:10:16.621
So I love that you're focused on the service man.

00:10:16.621 --> 00:10:19.609
That shows you're really on that right path.

00:10:20.149 --> 00:10:26.993
For sure, and I mean I feel like the price objection is probably one of the most common things we face.

00:10:26.993 --> 00:10:44.193
But at the same time there's been so many situations where you know we may come in and they may have multiple quotes already and there's been times where we've even been double or maybe triple the other quotes but they still choose us.

00:10:44.193 --> 00:10:48.104
Double or maybe triple the other quotes but they still choose us.

00:10:48.104 --> 00:11:09.107
And then, whenever you pair situations like that with the fact that you know I think we're at 95 or 96 five-star reviews, you know we get, you know so much feedback from our customers and you know Juliet doing happy calls after a project is finished, that kind of just gives me all the proof, in addition to the data, that you know the services we provide truly are exceptional.

00:11:09.107 --> 00:11:15.850
And you know, with that, you know we're, I mean I'm always happy to offer it, you know so.

00:11:17.120 --> 00:11:23.211
I'm sorry, I don't mean to jump into one of them, but just the last thing I'm thinking here is your slogan, like the thing you've always said is we're here to help.

00:11:23.211 --> 00:11:27.428
That's it, and I really feel like that is the circle that comes back to it.

00:11:27.428 --> 00:11:30.301
You really put out the image that you're here to help.

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You show up when it's time to do the service, and then you do the before, after before, during and then after levels of care.

00:11:38.371 --> 00:11:41.164
So you're here to help is really something you should tattoo to your sleeve at this point.

00:11:42.087 --> 00:11:42.971
Man, I, I, yeah, yeah.

00:11:42.971 --> 00:11:53.094
I put it at the end of my on all my facebook posts quite often, so that's sticking around dorian, can you tell us about a recent job that you did?

00:11:53.134 --> 00:12:12.594
I've got one in mind and I want to get right into it, if that's right yeah, go ahead there was a job where you recently I think it was your top option was chosen and it was for a landscape lighting package yeah, I remember that one, but the call out was actually a demand call, I believe, where really the fix could have been.

00:12:12.594 --> 00:12:15.203
What was your lowest option on this one in the hundreds?

00:12:16.225 --> 00:12:20.113
um, so my lowest option in that case?

00:12:20.113 --> 00:12:32.669
Um well, it was actually 149, because that is also an option for them to say, hey, we're not going to do any of your solutions, we're just going to pay for the diagnostic and at the very least, they know what's wrong already.

00:12:32.669 --> 00:12:39.296
So you know, they're still paying for that information and that service that they can take to another electrician if they wanted to.

00:12:39.716 --> 00:12:47.620
Good point, yeah yeah, yeah, love that.

00:12:47.620 --> 00:12:48.062
So you get a call out.

00:12:48.062 --> 00:12:49.164
What you found was hey, there's a diagnostic here.

00:12:49.164 --> 00:12:51.070
But what you then did, I mean, could you walk us through the process?

00:12:51.070 --> 00:12:55.149
I mean, don't worry about giving too much away, tell us what happens there.

00:12:55.149 --> 00:12:55.993
What do you do?

00:12:55.993 --> 00:13:02.287
How do you come out with a 24,000 sale from a potential just a 149 diagnostics?

00:13:02.888 --> 00:13:03.427
yeah, man.

00:13:03.427 --> 00:13:12.825
So, um, you know, initially you get calls like that and you're like, okay, you know, in the back of your mind, as electricians you're already thinking like, okay, probably there's connections somewhere.

00:13:12.825 --> 00:13:15.030
Some of the lights are working, some of them not.

00:13:15.030 --> 00:13:16.783
That means that power's still getting there.

00:13:16.783 --> 00:13:25.087
So landscape lighting pretty sure there's just wire nuts underneath the ground, maybe taped something like that, and probably just don't have a good connection.

00:13:25.087 --> 00:13:57.924
After finding that and just having the conversation with the homeowner and saying you know what is this like, you know what is the experience with not having your landscape lights, you know, just having really the conversation about why they wanted this, the conversation about why they wanted this, why they reached out to us, and honestly what I ended up doing is we initially sold it at a lower option on that first visit.

00:13:57.924 --> 00:14:01.212
So it was, I think initially it was around like 2,300 or something like that.

00:14:01.212 --> 00:14:13.028
We were just going to basically rerun all the wires for all new connections and we were even going to pay to have the landscape remotes for her, because she just got it done the week before of that.

00:14:13.028 --> 00:14:15.519
So you know, make it more convenient for her.

00:14:15.519 --> 00:14:16.841
She actually chose that option.

00:14:17.201 --> 00:14:29.870
But then we had another phone call the day after and she was discussing, like you know, since you guys are already going to be, you know, running all new wires, do you think it would make sense to just get brand new lights?

00:14:29.870 --> 00:14:36.005
And then she started asking about, you know, all kinds of questions and talking about just outside lighting in general.

00:14:36.005 --> 00:14:38.476
And I said, well, you know what, why don't we do this?

00:14:38.476 --> 00:14:40.201
Let's just get you back on the schedule.

00:14:40.201 --> 00:14:44.788
We have some availability tomorrow We'll come out and we can just talk about everything that you guys wanted to do.

00:14:44.788 --> 00:14:51.899
So that way, before you decide to make this investment on this option, we can make sure that we have absolutely all the possibilities.

00:14:51.899 --> 00:14:54.163
So that way you can make the best decision.

00:14:55.325 --> 00:15:35.152
And so we go back the next day and we, honestly, we sit down on her couch for, like honestly, about two and a half hours just talking, like just having regular conversations, and you know she's showing me things around the house that she doesn't like, things that she wants to do, and, um, by the end of it, I I had a good understanding of exactly what she was wanting and, honestly, man, I just, you know, following you guys's process, I just offered um six options, ranging from the absolute best possible service that we can provide, all the way down to the bare minimum, and she loved the top option so much that she was like, okay, yes, I want that.

00:15:36.541 --> 00:15:38.426
So there's a few things here to unpack.

00:15:38.426 --> 00:15:40.351
Okay, I love this.

00:15:40.351 --> 00:15:42.390
I love a real good case study, you know.

00:15:42.754 --> 00:15:42.874
Yeah.

00:15:42.960 --> 00:16:07.111
So did you fix the initial problem on the original call yes, so I did a temporary connection, um, that still allowed her lights to work, um, but I just basically told her that, hey, and until we're able to, there's a few of them that that weren't working but I was able to fix fix like the main lights that were shining up.

00:16:07.111 --> 00:16:16.634
So I fixed that and I just explained to her you know why how important good electrical connections are in your electrical system.

00:16:16.634 --> 00:16:18.683
So we left it that.

00:16:18.683 --> 00:16:21.892
You know, she was fine that everything was working at that time.

00:16:21.892 --> 00:16:27.224
So I would say, yes, I did provide a temporary solution, but it wasn't a permanent fix.

00:16:27.947 --> 00:16:28.990
That's exactly what I want to hear.

00:16:28.990 --> 00:16:31.005
Great language, Great language.

00:16:31.005 --> 00:16:33.836
So we've called this anchoring in the past.

00:16:33.836 --> 00:16:35.061
So you get a demand call.

00:16:35.061 --> 00:16:38.270
You've learned more about their experience.

00:16:38.270 --> 00:16:48.476
You've earned trust by listening well and just having great conversation, asking great questions, because real sales leadership happens through questions, not not through statements.

00:16:48.476 --> 00:16:49.799
Right 100%?

00:16:49.799 --> 00:16:52.452
Am I getting this right so far, Dorian?

00:16:52.975 --> 00:16:53.759
Yeah, 100%.

00:16:53.759 --> 00:16:56.846
You actually made a post about that that I shared with my team.

00:16:56.846 --> 00:17:01.345
I don't remember exactly how it goes, but it was he who asked the questions.

00:17:01.345 --> 00:17:03.990
I think Controls the call.

00:17:03.990 --> 00:17:09.148
Yes, yes, yes, and he who talks the most loses, mm-hmm.

00:17:09.911 --> 00:17:23.529
Yeah, yeah, statistically right, we had Ciro AI on here recently, the CEO there, joseph number two, who also happened to start a knife company like Joseph, our Joseph number one, which is crazy To us.

00:17:23.549 --> 00:17:24.632
It's like in cutlery man.

00:17:24.632 --> 00:17:26.054
What are you going to do?

00:17:26.680 --> 00:17:34.660
But we know also from we've had Fathom AI for Zoom meetings et cetera but Ciro AI and what they're able to do and what they measure.

00:17:34.660 --> 00:17:44.234
There's literally a statistical balance where the most proven sales leaders speak about 35 to 45% of the time.

00:17:44.234 --> 00:17:58.388
When you start to break through the 50 and become that 65% speaker, it usually means you're falling forward into some traps or you're presenting too much and not allowing them to ask.

00:17:58.388 --> 00:18:01.326
So yeah, absolutely, there's some real, real gravity around that.

00:18:01.326 --> 00:18:03.287
Thanks for calling attention to that.

00:18:03.287 --> 00:18:16.605
So if sales leaderships by questions, you've done that to understand their experience, maybe I sped through that too quick.

00:18:16.605 --> 00:18:17.808
Did anyone listening or watching this just have?

00:18:17.828 --> 00:18:19.294
an epiphany moment like we should have actually continually on this.

00:18:19.294 --> 00:18:20.336
But I dig into it, man.

00:18:20.336 --> 00:18:20.818
We should have.

00:18:21.039 --> 00:18:21.981
We should have right.

00:18:21.981 --> 00:18:43.542
Well, just by, if you think about the pivot to a question and we've actually done an episode on this, so I'll give the exact example when you're at the panel and there's some expression, some size, something that you're doing in your physical body language, your tonality, and it creates a question mark, it's like a visual for them.

00:18:43.542 --> 00:18:50.701
For a lot of people they're just like they can't see anything else but this red question mark in this dark hole and all these wires everywhere in the mess.

00:18:50.701 --> 00:19:12.703
They have to know and if they ask at that point and you start falling forward into describing and answering their question, the sale is lost 100 right there, yeah, and the correct thing to do is actually to pivot there to acknowledge their concern and to pivot and ask another question to take control again.

00:19:12.703 --> 00:19:15.611
You guys agree with that absolutely agree.

00:19:16.010 --> 00:19:19.907
And the cool thing is is like even what you're saying is even more subtle.

00:19:19.907 --> 00:19:24.126
It could be as much as just a noise, like, and that's it.

00:19:24.126 --> 00:19:25.590
And then it's like what wait, well, hold on.

00:19:25.590 --> 00:19:26.753
What's, what's, what's, what do you?

00:19:26.753 --> 00:19:27.381
What's, what's on?

00:19:27.701 --> 00:19:27.982
what do?

00:19:28.002 --> 00:19:31.053
we see like don, what's hot, what do we see?

00:19:33.599 --> 00:19:34.464
Don't worry, we can always get to that later.

00:19:34.464 --> 00:19:35.148
I'm just noticing some things.

00:19:35.148 --> 00:19:37.780
We can always discuss it when the time comes, if you don't mind me asking, and then shift yeah.

00:19:38.843 --> 00:19:40.707
So you anchor this call by doing that?

00:19:40.707 --> 00:19:50.508
But the questions you asked allowed you the trust to be able to have the moments where you're able to then communicate the value of good electrical connections.

00:19:50.508 --> 00:19:56.455
So she's not done with you, but trust is up enough that she calls back.

00:19:56.455 --> 00:20:06.090
She's now having ideas and considers you a partner in her ideation, a trustworthy, dependable partner.

00:20:06.090 --> 00:20:09.654
Yeah, like another pause moment here.

00:20:09.654 --> 00:20:11.317
That's value.

00:20:13.141 --> 00:20:24.813
And, if I can add to that, one of the things that she did mention on the phone to both me and Juliet was she's not from here, so she moves here and she doesn't really know anybody.

00:20:25.400 --> 00:20:31.913
So whenever you know she, one of the things she said was how appreciative that our service was, just by from calling the office.

00:20:31.913 --> 00:20:36.971
And basically she, you know, she told me, you know, she's a very loyal customer.

00:20:36.971 --> 00:20:43.353
Once you find someone that you trust, you know she, just you know she'll stick with them for life, basically, especially not being from here.

00:20:43.353 --> 00:20:48.991
You know, in addition to electrical services, she was needing other things around the home that we were able to provide referrals for.

00:20:48.991 --> 00:20:52.515
Addition to electrical services, she was needing other things around the home that we were able to provide referrals for.

00:20:52.515 --> 00:21:06.883
So I think, just honestly, that was like the I don't know the word I'm looking for, but it's like that is the perfect scenario that we're looking for, and the perfect customer that we're looking for is someone who just wants to be taken care of and that's, you know, what we do best.

00:21:07.484 --> 00:21:08.627
Where's our drum roll button?

00:21:08.627 --> 00:21:11.442
We need you know, we used to say no fancy shit.

00:21:11.483 --> 00:21:23.163
But like I want some fancy shit a little bit sometimes remember I brought a pair of drums on once and you literally couldn't hear it because zoom was case like full bongos and everything couldn't even hear it, zoom was cutting it out.

00:21:24.145 --> 00:21:34.779
I I just I want to snapshot that moment and just like put it on the wall, dorian, because, because, man, the advanced lesson here is and like you said, no advanced without 100% basics.

00:21:34.779 --> 00:21:56.682
So those 100% basics, following a consistent process, lead you to an advanced insight which is, hey guys, this is our perfect customer that well that I'm willing to go back there and sit on the couch for two and a half hours to work with this person on what they desire, to create a list of solutions based on what they desire.

00:21:56.682 --> 00:22:11.713
I don't know if you guys heard that enough, but he said, basically, he was able to collect enough information to create a list of solutions based on what they wanted and and what's possible, yep, absolutely combination of the two.

00:22:11.713 --> 00:22:26.642
If, if you're striking out on present presentations, dare I say, joe, correct me if I'm wrong here, but if you're striking out on presentations, is it possible that you're just too focused on you and the technical shit instead of what they want?

00:22:27.624 --> 00:22:34.346
I can even simplify it even further and say there's a specific part that if you're lacking, the entire presentation falls apart.

00:22:34.346 --> 00:22:50.789
As technicians and Dorian back me up here, because I'm sure you've experienced it as well we as technicians often describe the problem in our understanding of what the problem is electrically, and we'll say, like you have faulted connections, you've got a faulted electrical system, like whatever it is.

00:22:50.789 --> 00:22:55.403
We describe the problem but we don't go into how it affects the customer.

00:22:55.403 --> 00:22:58.271
It's just this is the problem and here's the solution.

00:22:58.271 --> 00:23:11.653
When you create a third bridge, which is here's currently the problem of the four, what's here's what you called me for, here's what's exactly connected to that, here's what's good and here's what's more.

00:23:11.653 --> 00:23:15.448
But this is also how it affects you emotionally and physically.

00:23:15.448 --> 00:23:22.652
That now is a solution that'll sell itself because the customer's invested understands it and relates to it.

00:23:24.059 --> 00:23:24.421
Absolutely.

00:23:24.421 --> 00:23:30.230
I confuse my never buys and that you know, especially to your point earlier.

00:23:30.230 --> 00:23:38.178
You know, sometimes over educating at the wrong times um can lead to that confusion because you're not at the.

00:23:38.178 --> 00:23:53.674
If you're not ready to give the answers or the solutions to the things that you're trying to educate them on, then they become afraid, they start thinking about price and and at that point you know you go to present and they're not in a position to actually make a decision.

00:23:53.674 --> 00:24:14.005
But when you save all of that, like we often say, you know the best position for us to be in is with our tablet at the kitchen table with the presentation ready to go part and making sure that everything is in a language that they understand, based on the words that they use.

00:24:14.005 --> 00:24:20.144
Then you can actually speak to the problem that they're having and the solution that you offer will actually make sense.

00:24:20.144 --> 00:24:21.930
You know customer doesn't need to know that.

00:24:21.930 --> 00:24:27.519
You know you're going to pull a number six wire to their new you know oven circuit, uh, to the new electrical oven.

00:24:27.760 --> 00:24:32.989
You know that part doesn't matter, but they want to know, that hey you know, is my oven going to be working or not?

00:24:33.759 --> 00:24:36.410
This is a turnkey installation of dedicated circuitry.

00:24:36.410 --> 00:24:41.087
We guarantee you won't do a single thing, including the spackling, the painting and the turnkey inspections.

00:24:41.087 --> 00:24:41.911
Yep.

00:24:42.942 --> 00:24:49.872
What do you do personally, dorian, to listen for and recycle their words?

00:24:49.872 --> 00:24:52.826
Do you have a trick?

00:24:52.826 --> 00:24:54.907
Is it something that comes natural to you?

00:24:54.907 --> 00:24:55.741
Is there something?

00:24:55.741 --> 00:24:57.487
Are you listening for keywords?

00:24:57.487 --> 00:25:02.411
Have you ever taken notice, taken stock of what you're doing to utilize that?

00:25:06.119 --> 00:25:14.414
Honestly, I would say it would probably be just a part of the sales process that we have with you guys.

00:25:14.414 --> 00:25:17.208
Just what was that like?

00:25:17.208 --> 00:25:22.467
What made you guys decide to do XYZ, or who found this?

00:25:22.467 --> 00:25:32.645
And even down to just so we're on the same page are you guys looking into this today, not plan on doing this anytime soon.

00:25:33.319 --> 00:25:45.195
So just asking little questions like that, especially if they're like me, when you ask them a question, they're going to want to not only answer the question but then give you all the information after that as well.

00:25:45.195 --> 00:26:01.772
So in asking those questions sometimes it just leads to like all of this information that they're giving me and I'm just looking for you know, I guess specific words and how they describe the problem that they're experiencing that they call us for.

00:26:01.772 --> 00:26:03.675
I love that.

00:26:03.839 --> 00:26:07.509
Their feelings about something or what they saw or heard or smelt.

00:26:07.509 --> 00:26:10.105
Yep yeah, really good stuff.

00:26:10.105 --> 00:26:13.788
Man, I'm going to dig in here a bit.

00:26:13.788 --> 00:26:18.806
Okay, sharp shirt, good looking guy, right, everyone can agree with that.

00:26:18.806 --> 00:26:20.305
Do you think you're special?

00:26:20.305 --> 00:26:22.627
Do you think sales is a gift you were born with?

00:26:23.520 --> 00:26:35.953
Oh, dude, no, Honestly, when I heard the word sales, before I met you guys, I used to immediately just think of car salesmen trying to get me on something.

00:26:35.953 --> 00:26:39.088
There's something hidden that I'm not seeing.

00:26:39.088 --> 00:26:51.596
But after these last 17, 18 months, I've just come to realize that sales truly is just about you know, communicating your ability to solve their problem.

00:26:51.596 --> 00:26:59.151
And personally, I've never I never had any sales training.

00:26:59.151 --> 00:27:05.191
I always, honestly, small talk, like even doing podcasts and being on video, was something extremely uncomfortable for me.

00:27:05.191 --> 00:27:35.587
I was, you know, pretty good in one-on-one situations, talking with people, but to be in a situation where it's like I'm the expert, I'm the one people are looking for for answers and then trying to navigate through their emotions, the things they're saying, and trying to position them to where they can actually make a great decision, that's something that was definitely not in my wheelhouse and something that, honestly, I never saw myself doing.

00:27:35.607 --> 00:27:43.252
To be honest, Do you get nervous when you write a number like 24,000 on a presentation and present it?

00:27:43.859 --> 00:27:44.744
No, not at all.

00:27:46.042 --> 00:27:49.640
Do you have a memory of, like your biggest sold transaction to date?

00:27:49.640 --> 00:27:51.086
What's do you do you have?

00:27:51.146 --> 00:27:53.920
a memory of like your biggest sold transaction today.

00:27:53.920 --> 00:28:01.243
Biggest sold would probably be.

00:28:01.243 --> 00:28:02.366
I think it was like a 48 K platinum, I mean.

00:28:02.366 --> 00:28:05.596
So it started off as a 32 K and then there were some additions, um, but overall it was a 30.

00:28:05.596 --> 00:28:10.550
Yeah, I think a 32 K platinum, um, that ended up being like a $48,000 job.

00:28:11.421 --> 00:28:13.087
That's what I'm talking about, man, that's no joke.

00:28:13.087 --> 00:28:18.271
So you don't get nervous when you write 40, $50,000 on the page.

00:28:18.800 --> 00:28:19.883
No, absolutely not.

00:28:19.883 --> 00:28:20.503
Um.

00:28:20.503 --> 00:28:29.566
You know, whenever you know we've done the math, we are, our pricing, our service rate is based on um, all of our expenses throughout the year.

00:28:29.566 --> 00:28:38.115
So when I look at the numbers and I truly believe, like hey, this is truly how much it costs for us to provide this level of service.

00:28:39.040 --> 00:28:48.703
And something I'm not willing to do is, you know, cut corners on our service, our customer service, all the quality of our work, and I know that you know this is what it takes for us to do that.

00:28:48.703 --> 00:28:58.736
So whenever we're pricing things out, you know writing the top number, the highest, you know, pack the platinum offer, you know it just is what it is.

00:28:58.736 --> 00:29:07.634
You know we're doing our part by at the very least giving them every single possible solution that you know we get, that we have.

00:29:07.634 --> 00:29:14.490
And then the fact that we also give them a range down to the bottom really just leaves it in their wheelhouse.

00:29:14.490 --> 00:29:23.068
So, although the platinum might be more of an investment, we've also created the range down to the bottom, so you have the ability to choose and control your budget.

00:29:23.931 --> 00:29:24.172
Love it.

00:29:24.172 --> 00:29:29.824
The thing that stood out so much that I just immediately wanted to jump on because I love what you're saying, dorian.

00:29:29.824 --> 00:29:40.902
It's something I frequently say is seek clarity and confidence follows, and that's really what happened here.

00:29:40.902 --> 00:29:44.773
You know your number because, based on our pricing techniques together and our pricing process, it's I know my expenses and I freaking know them.

00:29:44.773 --> 00:29:46.040
They're all in front of me.

00:29:46.040 --> 00:29:54.306
I know what I'm paying my people, I know what the expenses are going to be, I know my growth, I know where I'm trying to go, I know how I'm going to get there.

00:29:54.306 --> 00:30:03.229
And if I take away from this number out of my lack of confidence, it's like I'm cutting myself so that I don't make you upset.

00:30:03.229 --> 00:30:05.527
That doesn't make any sense.

00:30:05.527 --> 00:30:07.502
You already know what the numbers are.

00:30:07.502 --> 00:30:14.794
So because you have clarity of your process, the confidence naturally follows it, because you're like this is what I need to do.

00:30:21.355 --> 00:30:24.559
It says it right here Yep, Do you feel?

00:30:24.559 --> 00:30:25.863
Now I'm going to start digging in, man, I'm going to dig in here.

00:30:25.863 --> 00:30:28.627
I hope you don't mind, but I want people to understand what this is like.

00:30:28.627 --> 00:30:31.913
I mean, in the beginning you wanted sales.

00:30:31.913 --> 00:30:33.116
Did you get sales?

00:30:33.116 --> 00:30:34.759
Yeah, we got them.

00:30:34.759 --> 00:30:37.042
You got your pricing right, you got sales.

00:30:37.042 --> 00:30:40.106
I mean, you basically fast forwarded.

00:30:40.106 --> 00:30:41.910
What would you say?

00:30:41.910 --> 00:30:52.124
Three to five years of business in this first year and a half year and a half, yeah, man, um, for definitely, for sure.

00:30:52.144 --> 00:31:09.346
I mean, there's people that I've talked with, um, even some of you know my other mentors, uh, locally to us, that you know some, sometimes the numbers that we do is just, you know, it's crazy to them, um, and you know there's people, some of my peers, that have even said man, dude, it took us, you know, three years to get to.

00:31:09.346 --> 00:31:16.175
You know the $500,000 mark, um, I mean, I, you know, I still remember to this day our first month.

00:31:16.175 --> 00:31:27.164
I think it was like 63, 65 K Um, and you know that was just one of those moments where it just was like, oh, wow, you know this is, you know this is something that we can, you know we can do.

00:31:28.767 --> 00:31:37.796
Do you think and now I'm going to dig in on on our process a little bit here Do you think if you offered fewer options, you'd be as far down the road as you are?

00:31:46.900 --> 00:31:47.480
Uh, no, not, not whatsoever.

00:31:47.480 --> 00:31:58.791
Um, I mean so I remember early on there were times where, you know, I was still a little bit iffy, didn't really feel super comfortable offering, you know, six options, but the times I didn't want to and I made myself do it anyway.

00:31:58.791 --> 00:32:06.339
I remember clearly, like some of those times that I did, that actually resulted in some of my highest sales.

00:32:06.339 --> 00:32:14.555
And I remember thinking after the fact, like you know, if I wouldn't have offered that this would have resulted in just another, you know, $300 call out.

00:32:14.555 --> 00:32:36.753
But because I decided to push forward and do the thing, that was uncomfortable, you know, it resulted in a win and honestly, not just a win for us, but it resulted in a win for the customer because they're getting even more of an exceptional service rather than just a temporary basic fix that might, you know, not hold up for the next year or two, you know.

00:32:37.540 --> 00:32:46.071
So you're telling me if I'm hearing you correct, you're telling us rather everyone listening that there were literally moments where you didn't want to run the play.

00:32:46.071 --> 00:33:06.874
You stuck to your offer and afterwards it paid out in a way that you recognized what you wanted to do intuitively was not going to get you to this great result that you saw from doing it, especially when you didn't want to 100 man, just um, you know it's.

00:33:07.035 --> 00:33:09.263
uh, I use those examples.

00:33:09.263 --> 00:33:20.967
I'm often, you know, whenever I I'm talking to our techs and just telling them, like you know, because for them sometimes it is still uncomfortable for them sometimes, but I just always give them these examples.

00:33:20.967 --> 00:33:25.781
You know, everyone has that I'm losing the word.

00:33:25.781 --> 00:33:29.848
But you know, imagine, you know, imagine showing up to a trailer park.

00:33:29.848 --> 00:33:31.090
Electricians talk about that.

00:33:31.090 --> 00:33:39.721
Often no one wants to go to the trailer parks and dude, I've sold, I mean, in trailer parks.

00:33:39.721 --> 00:33:48.555
I've had actually some of my highest tickets in trailer parks and if I were to get out the truck and judge just by the appearance of the surroundings and I didn't make the offer, I mean we definitely wouldn't be where we're at right now.

00:33:50.362 --> 00:33:51.125
Really good stuff.

00:33:51.125 --> 00:33:52.147
Really good stuff.

00:33:52.147 --> 00:33:59.310
You've already fast forwarded a few years, at least by your comparison.

00:33:59.310 --> 00:34:10.769
Do you think that you're facing challenges now that are kind of third year business challenges, or tell us about some of the harder stuff that you're up against now?

00:34:11.860 --> 00:34:25.231
So I would say the harder things that we're being challenged with is really lead generation to support you know, I guess, our targets.

00:34:25.231 --> 00:34:43.934
So you know we know our average ticket, we know how many leads we're averaging per month and in order for us to truly get to the position to where we can just continue to scale, we kind of hit a bottleneck as far as leads go.

00:34:43.934 --> 00:34:48.016
So I would say that would be one of the struggles.

00:34:49.101 --> 00:34:50.628
By the way, I can hear your phone ringing.

00:34:50.628 --> 00:34:53.088
I think 30 marketers are calling you right now.

00:34:54.721 --> 00:34:55.987
Don't worry, we can solve your problems.

00:34:55.987 --> 00:34:57.425
Please give me our money.

00:34:57.679 --> 00:35:00.548
They're all going to be in a race to the bottom to help you, yeah.

00:35:03.061 --> 00:35:23.414
But yeah, man, that, and also for me I would say definitely managing, you know, because we did grow pretty fast I've never made five hundred thousand dollars in the year before but also learning how to manage and see the cash flow make projections based on the data.

00:35:23.414 --> 00:35:28.652
Those are some learning curves that we went through that I think you know.

00:35:28.652 --> 00:35:41.784
Now, looking back, now that we've gone through that experience, I think I guess we're definitely more equipped to, you know, handle things like that for sure.

00:35:43.567 --> 00:35:44.367
Yeah, absolutely.

00:35:44.367 --> 00:35:52.380
When you look at 2684 as an average ticket, overall 60% close rate is a average close rate overall.

00:35:52.380 --> 00:35:56.626
Do you see yourself improving that as you continue down this path?

00:35:57.568 --> 00:35:58.391
oh, 100 percent.

00:35:58.391 --> 00:36:00.574
Um, so I know that.

00:36:00.574 --> 00:36:04.650
You know it's just like a muscle the more reps you get, the stronger it'll be.

00:36:04.650 --> 00:36:10.681
Um, but what's crazy is like when you make projections just based on where we're at right now.

00:36:10.681 --> 00:36:14.509
Um, we know we've done this exercise multiple times.

00:36:14.509 --> 00:36:32.625
But if you know if we can increase our leads, obviously there's a direct correlation to increasing our, our sales numbers, Um, but whenever you pair that with increasing the average ticket and, uh, increasing the conversion rate, I mean it's just astronomical.

00:36:32.625 --> 00:36:43.788
You know, completely day and night, and it doesn't even have to be like a huge 30, 50% jump, Like even a 5% or 10% jump could be 100%.

00:36:43.788 --> 00:36:46.414
You know difference in our results.

00:36:48.079 --> 00:36:49.567
Really big, really big stuff.

00:36:49.567 --> 00:37:09.126
Yeah, I think when we broke it down you were right around two average calls a day on average overall, and so even from you know, even overall, like two average calls a day since you started and be at over 900 K what would happen if we just got one more call a day on average average?

00:37:09.126 --> 00:37:17.028
You'd be at 1.35 without changing anything else, without any of the reps or the growth that you talked about.

00:37:17.028 --> 00:37:20.021
What else are you guys doing currently?

00:37:20.021 --> 00:37:25.360
Do you mind asking about me, asking about where are you also trying to grow your offer?

00:37:25.360 --> 00:37:30.552
What else are you focusing on to get bigger tickets and and more market saturation right now?

00:37:31.282 --> 00:37:31.643
yeah.

00:37:31.643 --> 00:37:35.030
So, um, right now, our big thing is generators.

00:37:35.030 --> 00:37:40.686
Um, you know, we live, we live in, uh, southwest louisiana hurricane alley.

00:37:40.686 --> 00:37:42.652
There's hurricanes every single year.

00:37:42.652 --> 00:37:48.327
Power outages um are quite common, um, there's a few.

00:37:48.347 --> 00:37:59.322
I mean, I don't know if you guys have ever heard of Generator Superstore or GoGen or anything like that, but they have a location out here.

00:37:59.322 --> 00:38:09.115
But the feedback that I get from some of our customers is like, you know, we don't, basically they don't, I guess, really like their service.

00:38:09.115 --> 00:38:12.172
So I don't, I don't really see the market.

00:38:12.172 --> 00:38:14.670
I don't see there, I don't see them posting anything.

00:38:14.670 --> 00:38:16.536
Really I don't see them anywhere.

00:38:17.204 --> 00:38:24.186
So, in my opinion, I feel like it's a huge opportunity for us to come in and just be the go-to for everything generators.

00:38:24.186 --> 00:38:30.239
It's been a pretty you know in 2024, we became dealers with Generac.

00:38:30.239 --> 00:38:48.809
We just recently became service dealers, so now we can also perform the service work and the warranty repairs, and we've also gotten on with Kohler to do the same thing as well, and we're also the champion, gotten on with Kohler to do the same thing as well, and we're also with Champion.

00:38:48.809 --> 00:39:17.253
So, basically, our goal is to just you know if whether it's portable generator or a whole home standby if you need the installation, if you need you know repairs, if you need maintenance, we can absolutely cover that and provide even an even better service than you know, I guess, in addition to the actual work, giving you that additional guarantee of our service, especially since power outages are so common, the cool thing here and obviously you know I love generators.

00:39:17.664 --> 00:39:21.789
But you said one word that stood out more than anything else, and that's portable systems.

00:39:21.789 --> 00:39:33.179
And the reason being is because when people think generator, they think the big automatic system that you plug in, that's 16,000 up, but really no one's focusing on the portables.

00:39:33.179 --> 00:39:36.795
So what kind of demand have you seen in that particular department?

00:39:37.885 --> 00:39:51.275
So we get generator inlet calls all year and, honestly, one of my favorite things to do when someone calls for a whole home standby is to give them the option of you know, especially if you have natural gas.

00:39:51.275 --> 00:39:55.755
And a lot of people say, you know, man, I just want to be able to keep my lights on my outlets.

00:39:55.755 --> 00:39:58.047
You know, they're not.

00:39:58.047 --> 00:40:04.436
A lot of people aren't really worried about you know cooking and they, you know, if they have natural gas, they probably have gas stove.

00:40:06.724 --> 00:40:09.346
And light for the furnace, things like that, yeah exactly.

00:40:09.405 --> 00:40:20.356
So I love being able to show them the alternate route, because in their minds, you know, they're already preparing for such a large investment that when I come in I'm like, hey, you know, this also could get you guys.

00:40:20.356 --> 00:40:29.606
You know pretty much the same thing with additional, I guess with less of a convenience factor, you know it just.

00:40:29.606 --> 00:40:42.916
I mean, people really love that and I think it just gives us, where we might not have made a sale, it still gives us that extra option for us to secure it and give the customer what they were looking for.

00:40:42.916 --> 00:40:46.425
And give the customer what they were looking for.

00:40:46.425 --> 00:40:51.090
As far as demand, honestly, we definitely get.

00:40:51.090 --> 00:41:00.652
I want to say in last hurricane season we probably got about, I would say, about 45 generator inlet calls.

00:41:00.652 --> 00:41:02.536
Nice yeah.

00:41:03.628 --> 00:41:07.786
You know the cool thing about that and forgive me for digging into this, it's just.

00:41:07.786 --> 00:41:09.733
You also mentioned something there that is a huge win.

00:41:09.733 --> 00:41:16.233
So automatic generators are a hyper-competitive field, right, Like everyone's trying to get into it, Everyone's trying to offer.

00:41:16.233 --> 00:41:24.715
So when you think your typical standby installation like you've got someone who's going to put 12 KW in, there's someone out there who's going to hack it in for $1,000.

00:41:24.715 --> 00:41:26.358
Someone is going to do it.

00:41:26.358 --> 00:41:30.152
So you're competing in a very saturated market.

00:41:30.152 --> 00:41:37.170
But with portables, no one's doing them, no one's offering the enhancements, no one's maintaining them.

00:41:37.170 --> 00:41:40.885
So the customer thinks they're in for about $16,000.

00:41:40.885 --> 00:41:45.528
And the profit margin of that $16,000 is like this.

00:41:45.528 --> 00:41:54.315
But then you offer a platinum portable which does everything they want, has all the communices, has all the enhancements.

00:41:54.315 --> 00:42:01.280
It's substantially less money than what they were going to plan on paying anyway and the profit margin is huge in that standard.

00:42:01.780 --> 00:42:05.643
So, they win, you win, and there's no competition in it.

00:42:05.643 --> 00:42:10.106
Absolutely, that's huge.

00:42:10.106 --> 00:42:10.807
We we gotta speak to that there.

00:42:10.829 --> 00:42:21.916
that's a huge win for you, oh for sure, man and um, you know, especially whenever you can add things like, um, emergency lighting, um, you know, with the battery backup.

00:42:21.936 --> 00:42:37.902
So that way you know, as they're trying to plug into the home, you know they don't have to worry about you know, getting a flashlight or a headlamp, just, you know, the portable system with all the convenience factors, um, I guess, a convenience options at the very least.

00:42:37.902 --> 00:42:41.670
Um, I mean, it just gives us so much room to still secure the cell.

00:42:41.670 --> 00:43:04.019
And um, honestly, like you said, in that case, because automatic generators are a higher ticket but less of a profit margin because it's such a high ticket but the materials are the bulk of it, we get to come in, provide a great service and, like you said, everybody wins.

00:43:05.206 --> 00:43:07.829