April 30, 2025
S2 EP36 What 4 Arborists Taught Us About Service That Could Make You Rich
Electricians think their customers are price shopping. But what if the truth is... they’re actually ready to buy and you’re making it hard? In this episode, Joe breaks down his real-world frustration trying to hire tree work, and how FOUR different contractors ghosted what could’ve been a $10K job. We uncover the 3 biggest sins contractors are committing that kill sales, destroy trust, and leave cash on the table. WIN OF THE WEEK: John, a new client, was facing a competitive quo...
Electricians think their customers are price shopping.
But what if the truth is... they’re actually ready to buy and you’re making it hard?
In this episode, Joe breaks down his real-world frustration trying to hire tree work, and how FOUR different contractors ghosted what could’ve been a $10K job.
We uncover the 3 biggest sins contractors are committing that kill sales, destroy trust, and leave cash on the table.
WIN OF THE WEEK:
John, a new client, was facing a competitive quote situation. The customer said, “We’re going to get more quotes.” But instead of folding, John calmly dropped a 24-month, 0% financing option and walked away with a $9,500 close.
Proof that when you serve their way, they pay your way.
Stop making your customers work to buy
Use emotional drivers, not logic
Close with structured service options
🎧 Listen to Million Dollar Electrician every week!
📌 DM us “price” to get our free troubleshooting tool (limited time)
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00:00 - Welcome to Million Dollar Electrician
00:58 - Joe's Tree Service Nightmare
04:05 - Customer Service Win of the Week
08:35 - The Value Driver Equation
13:30 - Options Framework for Arborists
21:45 - Final Thoughts & Free Price Course
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, it's time to become a million dollar electrician.
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Hello guys, welcome back to another episode of the million dollar electrician podcast.
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We cannot wait to bring you another great episode, in fact, today.
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This is very important.
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Joe's going through some pains right now as a consumer, and so we wanted to remind you guys not to make assumptions about how your customers want to buy Joe.
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How are you doing, brother?
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Why don't you open us up into this one?
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Man.
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This is a fun situation because being able to speak to something that I'm actually going through as a customer, it just feels really weird being on the other side of the line, you know.
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So I'm going to do my best to kind of be as impartial as possible.
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So the situation is and I'm going to start with the topic your customers actually want to buy, they want to be sold, they want to have the solutions given to them, and I'm saying that because I've literally lived it in my own personal experience at this point.
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So when I first moved into my property, we planted a buttload of trees I think it started with being 30 to start in the first year.
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So we just we love trees, we love our property, we want to make sure it's developed.
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Over the course of years, between drought, pests, insects and tree disease, we've lost more than half of all the trees in our property.
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I'm sorry.
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Yeah, it's pretty rough, pretty rough.
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So the thing is is that last year we started doing something about it.
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We're like you know what, I'm going to get in touch with an arborist and it took about a few weeks to actually get someone to show up, and I remember finally saying you know what I'll pay him what he's asking for, let's get it done.
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And then we paid him half the deposit and then he did three quarters of the work and he never came back.
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He just never came back.
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No call, no show, nothing.
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Didn't want the money, nothing.
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So I had a project that was three quarters completed.
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I had to finish myself the following year.
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This year I'm in a situation where trees are still dying and we're planting more every year.
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They're just dying consistently.
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So I called one arborist the arborist.
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I vetted him out, I looked for all the served people, high reviews, all that good stuff.
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Guy comes back and doesn't show up.
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Where's my sound effects?
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No show, Literally no show.
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First guy no show, no call, no show.
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Second person comes, shows up, really nice lettered van, the whole nine yards, tells me a couple of things.
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I say this is what I'd love.
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I love solutions.
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I want to make this happen.
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I'm looking to get this taken care of.
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If you could just show me these solutions, I'm happy to do something with it.
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No problem, I'll email you If you come back.
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I'm telling you right now you'd be more likely to close this.
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I want to do this job.
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If you can give me a number today, I'll do this.
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I'll send you an email.
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Don't worry about it.
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Sends me an email for the wrong items, Not even the things I've asked for.
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I call him and ask him to come back.
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No call, no show.
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Ghost on the second presentation.
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Okay, so he emails it over, emails you the wrong things, and then another ghost, and then another ghost.
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Yeah, and then three days later, his company reaches out and says hey, we're just curious if you want to move forward with the quote.
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I'm like well, I would have wanted to, but your technician never came.
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He never came by and the things he sent was incorrect.
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And they're like all right, well, we'll bring this to his attention.
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Thanks, and I hope you're in the best whenever you're doing like okay great, Awesome.
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There's this thing that comes to mind and I'm going to try not to go off the deep end here.
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But service is really a consultative approach.
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You got to at least ask some questions and understand your customer, don't you?
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Yeah, I mean, it's not the what, it's the why.
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I want to have my property beautiful because my family is beautiful and I think they deserve to live in a beautiful place.
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That's my why.
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It has nothing to do with the property itself.
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So, emotionally, I'm primed to buy.
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I got the card ready to swipe, I'm ready to do it, but they literally I can't get someone to come give me, they won't take my money.
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So I'm on my fourth guy at this point, I believe, where, ideally, he came once.
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The first time he said he was going to email me and I said absolutely not.
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I was like I want to do this job.
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I cannot stress this enough.
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If you come back, you're likely walking out with something.
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He scheduled a presentation and then no confirmation.
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I had to call and they said oh, actually it's Good Friday.
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Unfortunately I'm not going to be able to be available that day.
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Asked when he could reschedule, didn't get back to me.
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Followed up again he's like I'll get back to you.
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We could do it on Thursday.
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I'll come to your house on Thursday.
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So here I am to establish that your customers want to do these jobs.
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The spring is here, the tax money is here and, as a result, people want to make the investments and, though you may seem, or to perceive, that they are budget shopping, like I may have communicated to some of these people, they're not.
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They actually do want to buy.
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And if someone were to have followed a proper sales process, taking control of the situation, sat me down at the kitchen table the trees would have already been in because I would have bought, but instead I got ghosted on a couple of different people and now I'm post-season, doing my best to catch up.
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This reminds me of my Facebook post today where I said that you know, sales, poor sales, not having enough sales, not having enough revenue that's just a symptom.
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That's not the problem.
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It's a symptom of a problem.
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It's what we focus on so much here on this podcast.
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I don't want to leave you guys thinking that this is just a stitch and bitch episode where we're just going to nail down some arborists who are not serving Joe at the highest level.
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We've done that and we could continue to do that every week if we wanted, but I want to leave you guys with some value from this.
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So we're going to go even deeper on why this stuff's important Three sins that are committed between these three different providers that have still not served Joseph and, as you can tell, he just said magic words.
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I would have paid already.
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This would have been done already if someone would have served me in a way that I want to be served.
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You start to see how important these options are.
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I really want to go deep on this.
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But, joe, why don't we fit in a win of the week here, if we can?
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Oh, yeah, no, I actually have a great one.
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So I was looking at our client, john, who is new to our team and we're really, really glad to have him.
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He was in a competitive quote situation where the customer wanted a service upgrade and it was one of his first times offering options.
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He was really excited about it.
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He went through it and the customer was like, yeah, we really like you, but this is a competitive situation, so we're going to get some other quotes.
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He's like, okay, no problem.
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And before he ended up doing he was like, oh, by the way.
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And that by the way moment was what if I could tell you that we were able to provide this at a payment option for 24 months at 0%?
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What would happen then?
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And they were like, oh well, if you could just do this for that, then we'd just do it.
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And he ended up walking away with a $9,500 sale.
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So the win is not the ticket, which is already phenomenal.
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The win is that this is a competitive quote situation where they just told him to his face we're going to get more quotes, but the fact that he can make it easy just like how it was with me, if they want to, if they can make it easy.
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The people will pay and they will be happy to do so.
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Yeah, he found a way to serve them in the way that they wanted to be served.
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And.
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I'd be lying if I myself hadn't just taken advantage of a similar thing 24 months, no interest.
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You have to be insane not to take that deal.
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It makes buying so easy when I can sit there and just say well, 10,000 divided by 24 months, that hurts a lot less than 10,000 today.
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In fact, I don't need to leverage my credit card, pay any interest at all.
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We could just pay this off in two years, just shy of, without any repercussions.
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That's huge.
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Congratulations to John.
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Great win, joe, I was going to go into one, but I don't even want to take from Jones because because it fits so well with the topic today, that fair, yeah, totally down.
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That's why I picked it off top of my mind.
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Yeah, I love that one man, I love that.
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So we talked about a few sins.
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I really want to go into this.
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There's something that we follow.
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It's actually from alex or mosey originally.
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We use a very similar model in just reflecting on what drives value for people.
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There's four main categories in this, two on the top that we're trying to increase, first being dream outcome.
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Joe wanted tree work done.
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He knows he has a vision in his mind.
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His service provider should understand that there's a vision in anyone who calls mind, and your job is to try to understand that vision and then make it even greater and provide a list of solutions for what that vision could be so that they can choose.
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Would you agree with that first part?
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Joe, 100%, and that's the craziest thing that, like, I have a number in my mind that I'm willing to do.
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But if he mentioned things like oh well, because you're planning on doing this in the future, why don't we make a long-term play and plant more here or do a landscape effect?
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Because you're tuning, I'd do it.
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That's the crazy thing is that I'd swipe it.
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I hope your arborist listens to this podcast because we're about to unlock their business.
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The second category that we want to rise up is likelihood of success.
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There's a couple ways that you can increase that.
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One is just through reputation and even sharing other stories that went well.
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But another big one could be guarantees.
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What if this arborist not only listed dream options for you, joe, things that you would really love to have but also had a guarantee to come back next spring and make sure those trees took and were healthy and sound?
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That's crazy that you bring that up, because I literally had to ask him to include a maintenance agreement, because he kept saying, when you do this and when you, I'm like no, no, no, no, you're going to do everything.
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I want to give you money, I want you to do the things.
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And he's like, oh, okay, I mean, if you want, it's like do the thing please.
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Guys, this is so simple.
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It's like do the thing please.
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Guys, this is so simple.
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It's all about your service.
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Again, sales are a symptom and I guarantee these arborists you reached out to are feeling some sales pains for the way that they're serving.
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On the bottom side of the equation there's just two things.
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One's time delay.
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You've definitely felt that in effort and sacrifice.
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So when someone doesn't show up when you made an appointment, time is delayed, you now look at oh, I have to go back and find other providers, right?
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Yeah, the issue was is I?
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Literally I was having my wife watch my kids while I'm waiting for this phone call at my computer with this quote up, you know, because he said exactly at this time he was going to call and I had to take time away in the evening to research and vet and call and call back.
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Yeah, and you just spoke to the effort and sacrifice.
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So now you're taking additional efforts.
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Even on the next one.
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You started to say how well they email it over.
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They got it wrong.
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So wrong dream outcome.
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When they get it wrong, what happens to your confidence in the probability of success?
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Yeah, it's just completely down.
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Even if they were reasonable, even though they were good, because they didn't listen to me, they didn't offer me what I asked them to offer.
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It was super clear it's if you can't perform service when you're trying to take my money, how will you possibly be vetted to perform service when it's time for you to actually do a warranty call or something along the it's, come to physically do the work after I've paid you.
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If you won't even take it like what does that say for the future?
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I don't have any confidence in this person now, yeah, absolutely.
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And then the lack of communication.
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The email it over.
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Emails kind of become like snail mail.
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Anyone else notice that I actually don't trust email to deliver a message at the speed that I would like.
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99% of the time I know from personal experience there are messages in my inbox that don't get answered to in the time that others would like.
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That's how I have this projection in the first place.
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It's really become the snail mail of 2025, hasn't it?
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Yeah, I literally had to add it to my KPI that I have to check all my emails at least once a day, because it's one of those things where I'm like there's nothing valuable in there, that's not where connections are made, that's not where relationships are made, and if I'm not making relationships, what's the point?
00:12:39.523 --> 00:12:40.486
yeah, yeah, man.
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So this is huge.
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We just started to go into this, guys.
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That's how it relates to the value driver equation.
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You could tune your own business up just by troubleshooting in this regard alone.
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Say, how am I communicating to my customers?
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Is it at regular intervals?
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Am I serving them in a way that they would want to be served?
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Do I know how they'd want to be served?
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Full circle back, am I harboring assumptions about how every one of my customers buys, based on how I buy, based on how I've been treated, and I'm just doing the copycat game and I bet you that's a way to put your business to bed early.
00:13:18.899 --> 00:13:20.626
Joe, I was literally just thinking about this the other day.
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Imagine what a service company would be like if they understood the difference between a concierge and a servant.
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If you could be a white glove experience and provide that level of anticipation of your current customer's needs, compared to waiting to be told what to do, it'd be a complete night and day expectation outcome.
00:13:39.230 --> 00:13:41.697
Yeah, yeah, that's a really good way to look at it.
00:13:41.697 --> 00:13:44.927
Here's something that I want to drive home on this episode, if I can.
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I don't want to steal your thunder because this is actually Joe's topic.
00:13:47.857 --> 00:13:52.102
He's the one that's already lit up about this and probably exhausted even talking about it.
00:13:52.102 --> 00:13:58.910
Not knowing what your customers are thinking is a dangerous, dangerous game to play.
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Consistent process that includes asking your customers about their experience, about how they've been served in the past, about where the past service let them down and about how they like to be served.
00:14:19.956 --> 00:14:32.186
The options framework that we use and we teach begins to help with a lot of that, and we've heard of you know sales programs and different people going through, like the desk profiles, joe, you familiar with.
00:14:32.206 --> 00:14:34.850
Those are like the what character am I serving?
00:14:34.850 --> 00:14:38.926
Yeah, it's like the boxes of characters that you could pull out on a particular call.
00:14:39.475 --> 00:14:50.615
And that can be useful, but there's a simpler way to do this is to lay out options for every character type and allow them to choose what type of person they are and how much they appreciated your service.
00:14:51.317 --> 00:15:01.296
There's one thing I want to add with that, and that is people are different people in different categories of their life and I think we can tie it all together with this particular thing.
00:15:01.296 --> 00:15:09.778
So, like here's an example, I am willing to be very open-ended or very open-handed with my finances for my family.
00:15:09.778 --> 00:15:12.043
Of course, not to make it happen.
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I want the best for them in those capacities.
00:15:13.807 --> 00:15:29.004
Yep, but every electrician knows that it's your house, that's the one that has the issues in it and it's when you call someone to repair something you know that you're going to have the leaky sink or you know you're going to have the electric is a little weird because you're okay with that.
00:15:33.815 --> 00:15:36.931
So where some people are willing to put a ton of money, they may not be willing to put others and some people may say, well, you know what it should be.
00:15:36.931 --> 00:15:38.197
The other way around, fix the things.
00:15:38.197 --> 00:15:39.582
That doesn't work that way.
00:15:39.582 --> 00:15:46.447
Certain people will have their preferences and it's not our decision to shame them for it or say that's not appropriate.
00:15:46.447 --> 00:15:53.822
It's simply our response and requirement to understand and to connect them to an emotional solution, absolutely.
00:15:54.244 --> 00:15:57.339
People will just go quiet, like you're outspoken about it.
00:15:57.339 --> 00:16:02.580
You'll grab someone basically by the hand and show them a better way to serve and teach them.
00:16:02.580 --> 00:16:06.928
That's not my experience, even for myself or with most others.
00:16:06.928 --> 00:16:12.197
I'll bite my tongue and just be quiet and just let you suffer, and that could go for years.
00:16:12.197 --> 00:16:14.921
How many of your customers aren't leaving reviews?
00:16:14.921 --> 00:16:17.523
And are you sure they had a great experience?
00:16:17.523 --> 00:16:18.687
Mm-mm.
00:16:18.687 --> 00:16:19.769
You know what, joe?
00:16:19.769 --> 00:16:20.772
You want to do something fun.
00:16:20.772 --> 00:16:21.715
Let's do it.
00:16:21.715 --> 00:16:26.813
Hold on, let's make this the most valuable arborist podcast we've ever done.
00:16:26.813 --> 00:16:27.575
Okay.
00:16:27.595 --> 00:16:29.418
Let's just icing on the cake.
00:16:29.418 --> 00:16:33.178
Let's come up with six different options together.
00:16:33.681 --> 00:16:34.163
I've got a couple ideas.
00:16:34.163 --> 00:16:35.407
I can do it right now if you want Okay.
00:16:35.988 --> 00:16:38.013
Four arborists to improve their service.
00:16:38.013 --> 00:16:43.239
Man, if you don't mind going one by one, if you steal the words out of my mouth, I'll let you have two in a row.
00:16:43.239 --> 00:16:44.179
Let's do it, okay.
00:16:44.700 --> 00:16:44.940
All right.
00:16:44.940 --> 00:16:51.363
So the situation, if I were going to construct options as an arborist, the very minimum would be doing the thing that the customer asked you to do.
00:16:51.363 --> 00:16:53.087
Yeah, so for me it would be.
00:16:53.087 --> 00:17:00.071
The very most bare minimum is let's treat the trees that are currently damaged, let's make sure we do a basic tree cleaning.
00:17:00.071 --> 00:17:02.115
One service, one service agreement.
00:17:02.115 --> 00:17:02.856
That's all you're going to get.
00:17:02.856 --> 00:17:04.358
That'd be your bottom option.
00:17:04.358 --> 00:17:05.882
It's what I've asked for.
00:17:05.882 --> 00:17:08.627
It's all it is, and you're not above and beyond or below.
00:17:08.627 --> 00:17:10.191
You're just there All right.
00:17:10.932 --> 00:17:13.346
Above that, you'd have that same service.
00:17:13.346 --> 00:17:14.588
Here's the thing you've asked for.
00:17:14.588 --> 00:17:18.097
But what could I do to enhance it in any way?
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