Feb. 20, 2024

Ep 266 - How to NOT Offer 6 Options and When

Ever wonder if bombarding customers with options is just sending them into decision paralysis? Strap in as we dissect the sweet spot between too few and too many choices in the premium service industry. We're building on our last talk, digging into why six options might just be overkill, and when it's smart to pare it down. Our journey takes us through the habits of shopper archetypes to an exploration of how giants like Amazon Prime, Starbucks, and Costco master the art of tailored services. And it's not all talk—we're dishing out real-life stories that show these principles in motion, shaping the way we run our electrician ventures.

Get ready to shake up your sales approach with our latest insights on crafting offers that hit the mark. We're challenging the status quo—debating the merits of a warm, personalized pitch against the cold, distant nature of email quotes. Dive into the tactics that keep you in the driver's seat during a sales call and learn why getting face time with the decision-maker is key. By the end of this session, you'll have actionable steps to connect with various customer types and turn those conversations into successful business outcomes. We're not just talking the talk; we're walking you through the dance of salesmanship with the aim of clearing the path for entrepreneurs like you to thrive.

Join us LIVE 5 days a week on the Facebook Community page:

https://www.facebook.com/groups/electricpreneursecrets

And see us and our stories and wins at:

https://www.serviceloopelectrical.com

00:03 - When to Avoid Six Options

10:55 - Sales Strategies for Premium Service

WEBVTT

00:00:03.005 --> 00:00:09.804
Hello, hello, hello and welcome back to yet another episode of Electricpreneurs Secrets, the Electricians podcast.

00:00:09.804 --> 00:00:17.629
I am your host, clay Neumeyer, and with me, as always, the ever-beautiful, the sexy Joseph Lukini.

00:00:17.629 --> 00:00:25.300
We're the Electricpreneurs just a couple of master electricians with business addictions here and ready to try to make you laugh with corny intros.

00:00:25.300 --> 00:00:29.027
On a serious note, welcome to our daily freemium coach.

00:00:29.027 --> 00:00:30.893
Call the admission costs for this.

00:00:30.893 --> 00:00:35.030
Sit back in the hot seat, take everything we give, just promise to take action.

00:00:35.030 --> 00:00:37.002
I assure you today will not disappoint.

00:00:37.002 --> 00:00:41.792
We're tying right back into yesterday's episode about well, is six options?

00:00:41.792 --> 00:00:43.543
Are six options too much?

00:00:43.543 --> 00:00:49.826
And if that was the case, which we very clearly made a statement yesterday, but when?

00:00:49.826 --> 00:00:55.046
Is it okay to get away from six options, at least the way we see it in this premium service endeavor.

00:00:55.046 --> 00:00:57.000
Joe, how are you doing today, my brother?

00:00:58.064 --> 00:01:08.942
Man, I'm doing really, really good and I wish, I wish people could see what was going on in the background, because you and I are making such developments at such a pace that it's like man, sometimes it makes me go.

00:01:08.942 --> 00:01:21.566
I'm just breathing out heavy sometimes, but I'm feeling really inspired every day and I want to just carry that vitality to everyone that's listening, because big things are happening and I couldn't be happier.

00:01:22.227 --> 00:01:22.769
Love it, man.

00:01:22.769 --> 00:01:25.218
I'm feeling definitely inspired.

00:01:25.218 --> 00:01:27.105
Just a big ball of motivation.

00:01:27.628 --> 00:01:47.180
You can always tell when I've got a little energy, because I say goofy things in the intro that hopefully I never say again right, all good, dude, it is all good In fact, you know what I appreciate the goofiness Because, if anything, it shows we're a goofy bunch of individuals and I would rather show that on our sleeves than hide it until people meet us in person.

00:01:47.180 --> 00:01:49.585
We're goofy, we're nerdy and we love it.

00:01:50.007 --> 00:01:51.850
Yeah, man Like lightsaber style.

00:01:52.731 --> 00:01:54.804
Oh god, yeah, you know, I'm tempted to make another video.

00:01:54.804 --> 00:01:56.911
I'm genuinely tempted to make another video.

00:01:58.620 --> 00:01:59.825
Okay, man, let's dive into this.

00:01:59.825 --> 00:02:13.860
We've got some big value today I want to share with people when it might be okay to get away from six options Now, just tagging on, yesterday we established why and these three buying archetypes and really offering an option for each.

00:02:13.860 --> 00:02:18.459
You know what we see this, and this is a whole other podcast episode, by the way.

00:02:18.459 --> 00:02:25.721
Again, I'm branching out a bit but we see big businesses doing incredible things that leverage these same principles all the time.

00:02:25.721 --> 00:02:28.266
Can I leave an example here here?

00:02:28.266 --> 00:02:29.187
Go for it.

00:02:29.393 --> 00:02:32.354
Anyone here ever subscribed to Amazon Prime?

00:02:32.354 --> 00:02:35.758
Never, right, never.

00:02:35.758 --> 00:02:37.838
Oh, no, zoom's at it again.

00:02:37.838 --> 00:02:41.806
I just raised my hand For those of you engaging with us live in Facebook.

00:02:41.806 --> 00:02:44.781
You get to watch if I move around from the Zoom gestures.

00:02:44.781 --> 00:02:56.754
But Amazon Prime is a fine example of where the middle class spends a little bit ahead of time to be prime members, to be celebrated and to what Receive priority service.

00:02:56.754 --> 00:03:10.580
Right, he's solved the last mile problem by just saying, hey, if you pay us upfront, we're going to treat you like gold and make sure you get all these prime option for shipping, to get it even same day sometimes.

00:03:10.580 --> 00:03:11.001
Go ahead.

00:03:11.663 --> 00:03:18.305
And what's wild is, I remember when I was younger, we used to take five to seven business days and that was normal shipping.

00:03:18.305 --> 00:03:22.498
Fast shipping was three to five, Expedited overnight.

00:03:22.498 --> 00:03:24.645
You paid $100 for it and you got it in two to three days.

00:03:24.645 --> 00:03:31.046
Now, Prime, you get it 24 hours to your doorstep and someone's high fobbing you in the drop-off.

00:03:31.046 --> 00:03:31.748
It's insane.

00:03:33.013 --> 00:03:34.217
And again drive it further.

00:03:34.217 --> 00:03:36.466
Who are the majority of prime members?

00:03:36.466 --> 00:03:38.051
Is it just rich people?

00:03:38.051 --> 00:03:40.622
No, it's homeowners, just middle class homeowners.

00:03:40.622 --> 00:03:46.842
Middle class homeowners who sometimes will buy your lowest option and sometimes will take you at your top.

00:03:46.842 --> 00:03:48.366
Would you agree with that?

00:03:49.087 --> 00:03:51.012
I 100% would, because I've also been that guy.

00:03:51.680 --> 00:03:54.789
Me too, man, me too, I yeah, I'm not getting into that.

00:03:54.789 --> 00:03:56.977
Two more examples, just quick.

00:03:56.977 --> 00:04:12.282
Starbucks you download a Starbucks app and you can literally put money on it ahead of time, and the entire reason for this is actually because of time delay, because Starbucks actually competes in a fast food marketplace.

00:04:12.282 --> 00:04:15.469
But what's the problem with Starbucks?

00:04:15.469 --> 00:04:17.615
Anyone just gone to Starbucks in order to coffee?

00:04:18.483 --> 00:04:18.704
Not anymore.

00:04:18.704 --> 00:04:20.939
You're going there, you're waiting online, you're walking out with something.

00:04:22.024 --> 00:04:22.747
Waiting in line.

00:04:22.747 --> 00:04:27.305
If you go to the drive-through, it could sometimes take like 20, 30 minutes, Like that's insane.

00:04:27.305 --> 00:04:38.132
So the answer to that grab their app, pay them in advance and when next time you're thirsty for one of their coffees, you can order it using money that they own.

00:04:38.132 --> 00:04:38.733
That's yours.

00:04:39.997 --> 00:04:53.220
Yep, it's wild, but I've also done that as well, because the funny thing about it is I'd like to cut ahead of the line to get my wife her favorite coffee, because happy wife equals happy life and my wife is an absolute angel, so get her the coffee she wants.

00:04:54.154 --> 00:04:55.339
And finally Costco.

00:04:55.339 --> 00:04:58.822
Who wouldn't have a good life without Costco?

00:04:58.822 --> 00:05:00.901
Or what's the equivalent in America?

00:05:00.901 --> 00:05:02.821
A BJ's, I think it is.

00:05:03.274 --> 00:05:03.677
BJ's?

00:05:03.677 --> 00:05:04.360
Yeah, there's a couple.

00:05:04.360 --> 00:05:09.314
William Jensen is a large Costco-esque kind of thing, but.

00:05:09.314 --> 00:05:10.240
Costco's big here too.

00:05:10.735 --> 00:05:21.721
Buy bulk, get it all there, pay for a membership up front and then go in and spend more than you ever would at your standard grocery store and Jared says love me a Costco pizza.

00:05:21.721 --> 00:05:23.870
Thank you, jared, for that contribution.

00:05:23.870 --> 00:05:24.774
I've had the hot dogs.

00:05:24.774 --> 00:05:26.021
I used to love it as a kid.

00:05:26.021 --> 00:05:40.536
As kids love Costco, it's their favorite family place to shop because you get so much stuff there, you get so much convenient, until you get home or the Mrs gets home with a $700 receipt and you're like what happened Again?

00:05:40.536 --> 00:05:41.944
Is it the rich people in there, joe?

00:05:42.810 --> 00:05:43.595
No, it's not.

00:05:43.595 --> 00:05:52.887
I mean, it's not that they're not there, but the bulk of us are in the same buying class, anywhere from upper economy to lower premium.

00:05:53.410 --> 00:05:54.694
Absolutely.

00:05:54.694 --> 00:06:00.483
And Austin just pointed something out great, the hot dogs are a loss leader with us live in the Facebook session.

00:06:00.483 --> 00:06:02.139
Thank you for that, Austin.

00:06:02.139 --> 00:06:04.040
Sure, it's a loss leader.

00:06:04.040 --> 00:06:09.776
It helps with that client experience, the same picture we're trying to paint, Joe.

00:06:09.776 --> 00:06:27.661
I'm sorry I've completely hijacked this episode to talk about other businesses succeeding with the very same methodologies, though of not underestimating the power of the middle class in your market and the power of having options to serve them at an even greater level.

00:06:28.735 --> 00:06:34.821
So that's our reasons, why we feel that six options is so helpful in so many different markets, because clearly other people are doing them.

00:06:34.821 --> 00:06:48.273
The main question comes down to is when not to do six options, and I feel like we can say it very, very simply you want, in every opportunity, to be face to face with your customer.

00:06:48.273 --> 00:06:57.399
When you're presenting six choices, now that means I'm not giving you guys a pass of saying, well, they couldn't make it, so therefore I'm sending them the email.

00:06:57.399 --> 00:07:00.997
No, no, no, I'm not giving you a hard pass, I'm saying they.

00:07:00.997 --> 00:07:02.040
Physically.

00:07:02.040 --> 00:07:07.314
It is impossible to make such a request such as okay.

00:07:07.334 --> 00:07:10.122
The first example was the landlord that was out of state.

00:07:10.122 --> 00:07:17.040
He's not traveling six hours downstate or out of new provinces in order to come get a quote for their outlet change.

00:07:17.040 --> 00:07:18.220
It's not going to happen.

00:07:18.220 --> 00:07:25.480
So therefore, if you gave that person six options, you would be overloading them and you would obviously expect the email it over.

00:07:25.480 --> 00:07:36.346
But there's other capacities where that happens to and it's where you're in a position to where you would never realistically meet the owner or the person who makes the decision.

00:07:36.346 --> 00:07:39.783
So let's take a space that we normally don't like to go into.

00:07:39.783 --> 00:07:41.860
Let's talk about commercial spaces.

00:07:41.860 --> 00:07:54.644
A lot of times the way that that's set up is like we would go to like different warehouses and there were different contracts that we had in the commercial space where we would never actually meet the person who would write the check.

00:07:54.644 --> 00:07:57.622
So imagine how this interaction happens.

00:07:57.622 --> 00:07:59.680
We're called in on a work order.

00:07:59.680 --> 00:08:16.725
We then arrive on site and we meet the property manager not the owner of said property, but the property manager or whoever the desk person is who lets us in and says I've gotten my work order to tell you the things that you now need to do on this project.

00:08:16.725 --> 00:08:19.161
So you've got a middleman introducing to us.

00:08:19.161 --> 00:08:30.375
Now we do have processes in place that allows us to escalate, bond with this individual and then shift to them, allowing us an opportunity to present to the person he does write the check.

00:08:30.375 --> 00:08:34.081
For sake of time, we're not going to go into those exercises here.

00:08:35.335 --> 00:08:37.481
But let's say that our efforts fail.

00:08:37.481 --> 00:08:48.322
We genuinely cannot, or it is unreasonable from a logistical standpoint, to get that property manager to let you see the next person in.

00:08:48.322 --> 00:08:50.541
They won't let you to see the board.

00:08:50.541 --> 00:08:52.139
They won't let you meet corporate.

00:08:52.139 --> 00:09:06.480
Well, if you gave them six choices, what is the obvious thing they're going to probably request for at that point, usually going to be either I want it emailed because there's too much to be taken over, and can you break it down?

00:09:06.480 --> 00:09:15.274
No one wants to do that for six choices and, additionally, you have to imagine that this is not an email over option.

00:09:15.274 --> 00:09:18.032
At the very minimum, it's okay.

00:09:18.032 --> 00:09:20.230
I'd love to help you with this situation.

00:09:20.230 --> 00:09:24.816
At the very least, I would like an opportunity to explain what the person is paying for.

00:09:24.816 --> 00:09:29.607
Is it wrong of me to at least make sure that, if they're right in the check, they have an understanding of what they're getting?

00:09:30.110 --> 00:09:30.350
No.

00:09:31.452 --> 00:09:31.914
Not wrong.

00:09:31.914 --> 00:09:33.825
It's not a wrong thing to do.

00:09:33.825 --> 00:09:39.229
But can I realistically expect to someone to give me an ear to six options and not expect it to be emailed over?

00:09:39.229 --> 00:09:42.350
It's not really reasonable.

00:09:42.350 --> 00:10:03.727
So, on the opportunities where and I'm going to make this very clear there's no gray area here where it is either physically impossible or completely unreasonable to request someone to come and see you and you are either forced to do a phone presentation or it is the only viable way of presenting information.

00:10:04.544 --> 00:10:19.994
I will accept three options to be presented, because in that format you can deliver it over the phone, you can narrow down the choices and you can also present the information as a permanent fix, a trade standard fix and an economy or temporary fix.

00:10:19.994 --> 00:10:23.030
So you can appeal to your three archetypes.

00:10:23.030 --> 00:10:33.328
You can still build value over the phone and you still have a control over it, because if they ask you to email it over, you still have the ability of saying which of these would you like emailed over?

00:10:33.328 --> 00:10:36.471
What do you like about these choices that you're asking for so far?

00:10:36.471 --> 00:10:50.535
So if I got to put a little blue bow around this, it would be if you're going to do this, you have your three choices, which you expected to do verbal packaging for and verbal descriptions.

00:10:50.535 --> 00:10:55.067
You plan on handling the process in a way where you're designing it and doing it over the phone.

00:10:55.067 --> 00:11:00.496
I am not authorizing you to do three options, so you can email it over to someone.

00:11:00.496 --> 00:11:05.934
I'm saying three options with a phone presentation, right, right.

00:11:05.955 --> 00:11:07.278
It sounds absolutely.

00:11:07.278 --> 00:11:09.630
And the obvious question that follows with.

00:11:09.630 --> 00:11:11.635
I mean, it's the same with any amount of options?

00:11:11.635 --> 00:11:15.720
But these people also are the ones that often just want a price.

00:11:15.720 --> 00:11:18.931
Ah, true, and they try to compare you to someone else anyway.

00:11:20.024 --> 00:11:20.607
And that's the point.

00:11:20.607 --> 00:11:26.996
So if we know that's what they want to do, does that actually benefit both us or them?

00:11:26.996 --> 00:11:29.909
Well, let's take a argument you want to do.

00:11:29.909 --> 00:11:33.778
Price comparison requires an apples to apples comparison.

00:11:33.778 --> 00:11:40.327
There has to be two similar producing individuals or companies for that price comparison to be legitimate.

00:11:40.327 --> 00:11:47.067
So do we believe that we're doing the same level of service as your typical commercial in and out contractor?

00:11:47.067 --> 00:11:56.830
No, so the only other way of making that sale is to have such an email that sells your services in advance.

00:11:56.830 --> 00:12:02.429
But if I were to send you a long worded email, it'd be no different than me sending a long worded Facebook post.

00:12:02.429 --> 00:12:04.490
People will just scroll to the bottom and see where the meat is.

00:12:05.004 --> 00:12:06.495
My eyes are glazing over already.

00:12:07.722 --> 00:12:09.471
Yeah, that's going to end up happening.

00:12:09.471 --> 00:12:12.073
I'm going to give you this long, long text, long form text.

00:12:12.073 --> 00:12:14.061
You're not going to read it, you're not going to see the value.

00:12:14.061 --> 00:12:16.018
You're going to be like what's he doing?

00:12:16.018 --> 00:12:17.024
$4,000.

00:12:17.024 --> 00:12:18.169
I got a quote for 600 bucks.

00:12:18.264 --> 00:12:22.878
Now he's out, but at least, if I can describe it and be like Clay.

00:12:22.878 --> 00:12:29.096
I know that you and I haven't had the opportunity to talk before, but let me compliment you on the front manager that you have.

00:12:29.096 --> 00:12:43.750
I think he was a great person so far and I've also learned about your situation and I can solve the specific problem that you and your team are having, which wasn't communicated to anyone else, but we learned it because we questioned your front guy, and then I'm presenting it as Clay.

00:12:43.750 --> 00:12:55.558
We can solve this in numerous ways and I just want to explain the range from permanency and quality that you're getting, so that you're in control of your budget, and if you have any questions, please stop me and I'll support you every avenue.

00:12:55.558 --> 00:12:57.065
I can Love it.

00:12:57.065 --> 00:13:03.850
I have a better chance of closing that, even at a higher price, than I would emailing a lower price.

00:13:06.003 --> 00:13:07.567
Very cool, man, very cool.

00:13:07.567 --> 00:13:11.806
Let's wrap this one up with a couple of action items, joe, because we are running out of time.

00:13:11.806 --> 00:13:18.470
Brother, that's probably due to my rant in the beginning about Starbucks and other barely relevant companies.

00:13:18.470 --> 00:13:24.043
It's all good, dude, it's all good, but the benefit of being live right yeah man, yeah, the benefit of being live.

00:13:24.640 --> 00:13:26.447
So, okay, some action assignments here.

00:13:26.447 --> 00:13:44.703
The basic action, if I may, is don't look for an opportunity to send options over, because I know people are looking at this episode by the title and saying, okay, great, so I'm going to figure out when I don't have to make six options and they're going to look forward to not having to do six options because it fits in these bubbles.

00:13:44.703 --> 00:13:47.648
That is the wrong way to take this lesson.

00:13:47.648 --> 00:13:54.784
You should always aim for six options because you have two premium, two major range and two economy options.

00:13:54.784 --> 00:14:05.006
Meaning not only do you have five opportunities to get a no and still aim with a yes, but you can guarantee you're appealing to every archetype with multiple choices per archetype.

00:14:05.006 --> 00:14:08.304
That is a proven method which I will die on that hill for.

00:14:08.304 --> 00:14:19.349
Instead, the basic action should be saying this is just another tool in my arsenal and I will still lead with the ability of trying to go for six.

00:14:19.349 --> 00:14:22.144
I think that's a solid base.

00:14:22.245 --> 00:14:22.647
What do you think?

00:14:22.647 --> 00:14:23.702
I love it, man.

00:14:23.702 --> 00:14:24.485
That's really good.

00:14:24.485 --> 00:14:27.808
We got some good chats, some hearts, some thumbs up for that one.

00:14:27.808 --> 00:14:29.625
So what do we have for an all star?

00:14:29.625 --> 00:14:33.339
Can you think of another one, joe, or do you want me to try to come up with something?

00:14:33.339 --> 00:14:34.203
I got it, don't you worry.

00:14:34.203 --> 00:14:39.039
All right, I was going to say, create a Starbucks app and just get your customers to pay you ahead of time.

00:14:39.039 --> 00:14:42.059
But that might be a little technical, heavy for our listeners.

00:14:42.201 --> 00:14:42.522
Yeah.

00:14:42.522 --> 00:14:50.965
So if we're going to go into an all star action, it would be saying don't assume that just because you're not in person, you don't have control over the call.

00:14:50.965 --> 00:14:56.907
So many times people assume that if I'm in person I can sell it, but if it's over the phone they're going to ask me to email it over.

00:14:56.907 --> 00:15:03.272
You still have 100% of control of the call until you send your price.

00:15:03.272 --> 00:15:08.150
The moment your price is in their hand, they now have control.

00:15:08.941 --> 00:15:21.408
So if you want to be able to say I just won't give you a price unless I have the ability of talking to the person who's writing the check, you have that right to do so and, believe it or not, that may be the action that gets you the meeting.

00:15:21.408 --> 00:15:28.605
So don't just assume that because you're planning on emailing something, that that's where the dollar dies.

00:15:28.605 --> 00:15:34.985
You can lead and push for that meeting or at least that phone call, or you can toss the appointment.

00:15:34.985 --> 00:15:49.849
That's also a good action to take, because I would rather you try and say if you're not going to do it the way I know will succeed, I'm not going to burn my apps, but if you want to do it this way, I know I can serve you at the highest level.

00:15:49.849 --> 00:15:50.962
How would you like me to?

00:15:50.982 --> 00:15:51.264
proceed.

00:15:51.264 --> 00:15:52.923
Yeah, that's fair man.

00:15:52.923 --> 00:16:04.149
As always, guys, we're looking for clearer futures and less open cycles, less things to stress you out, overwhelm you and hold your mind at night when you ought to be sleeping and getting some rest.

00:16:04.149 --> 00:16:12.250
Please, electricpreneurs, I know that Austin Matthews is here just to hear me say goodbye, goodbye, goodbye.

00:16:12.250 --> 00:16:20.066
I love it, I was waiting for it Goodbye, goodbye, goodbye.

00:16:20.461 --> 00:16:21.345
Three goodbyes.

00:16:21.345 --> 00:16:30.471
Anyways, guys, we're here again, oh God, he says, to help you master your sales, simplify your pricing and deliver premium level service.

00:16:30.471 --> 00:16:35.586
This episode has been no exception, to help you on your journey to that premium service.

00:16:35.586 --> 00:16:38.850
Thank you all for attending and we'll see you again tomorrow.

00:16:38.850 --> 00:16:41.109
Thanks, joe, wish you the absolute best.

00:16:41.109 --> 00:16:41.686
Y'all be well.