S3 EP34 | More To Give #02 | How to Turn a Loose Outlet Into a $9,000 Opportunity

SPEAKER_03 0:00

Reality check, Sparky. Most electricians aren't losing the job because of the price they give. They're losing them because the customer doesn't see enough value to choose anything other than the lower bid. The thing is, you're literally causing the problems. Because if all you're giving is one option, you're forcing them to compare you. And if someone can do the same job that you're doing without any additional value, why should they pay more for you when they can hire someone else for less? It makes sense, doesn't it? The customer cares about safety, care about reliability, and they don't want to solve these problems later, or they don't want to have to deal with problems later.

SPEAKER_01 0:28

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.

SPEAKER_02 0:40

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

SPEAKER_00 0:49

Now it's time for sales. It's time for scale. It's time to become a million-dollar electrician.

SPEAKER_03 1:01

When you build options the right way, you don't have to be pushy. And you especially don't have to sell anything. What we're going to do is I will prove it to you. I'm going to show you how to take a simple call such as a loose outlet and turn it into six options that a customer would actually want to choose from. And it has nothing to do with being salesy because it's going to be about giving people a clarity. Because when people understand their options, they make better decisions. Now, everything I'm going to show you is going to follow one simple structure. You're going to describe the result, you're going to explain how you get there, and you're going to give them clear actions that you can choose from. That's it. Let's immediately describe the situation. Customer calls you and they say that we have a loose outlet in the hallway, that whenever we plug the vacuum cleaner into it, it falls right out. Right? Simple call, sounds simple. Nothing too crazy about it. Just outlet has lost some tension. The thing is, though, when you walk in, everything's original. Home was built in 1989, nothing has been updated, nothing has been changed. Uh, it's just everything, all the original tan or ivory is there. And when you walk in, yeah, you plug the vacuum cleaner, it falls right out of the outlet. This is where the electrician actually loses the job. Now, most electricians just walk in and fix the outlet. That's it. And they try to justify the one billable hour. But that's actually not what the customer needs. And it's definitely not the best option for them. Because here's the mistake that everyone makes: they're treating this like it's a small job instead of an opportunity to solve something bigger. They're treating the symptom where you can treat the root cause. The outlet isn't the opportunity. The value of everything that's connected to it is. Because no one's waking up saying, you know what? I didn't put enough money into my electrical system recently. I should, you know, I should call an electrician and get this done. Like no one's doing that. You wouldn't do that for your other trades. Why would they do that about their electrical? It doesn't make any sense. The thing is, what do they actually care about? The customer cares about safety, care about reliability, and they don't want to solve these problems later, or they don't want to have to deal with problems later. So when you build options around that, you don't have to convince anyone of anything. You stay at the request, you stay small. If you understand the concern, you can create value. And value is what make options make sense. Let's get into it. So before we even get started, I want to break down a common misconception about options. Options aren't about charging more. The big thing about options is that they're about helping the customer find something that's right for them. Because there's a lot of ways you can solve a problem from the most permanent possible way to the most band-aid way. And if they don't have those choices, and you only give them one of those choices, whether you give them the best or you give them the least, it forces them to look elsewhere. But if you can provide all the solutions, it ends up creating an ownership of the situation where the client doesn't feel they need to go elsewhere. It's not about the price. Yeah, options help you close bigger tickets, but they also help you create better relationships as a direct result. Because you're solving the problem the customer actually wants to solve in the level they want to solve it in. So I actually want to explain why we personally choose six options. Because I'm sure that some of you were thinking, like, well, that's ridiculous. You know, good, better, best is the way to do it, or you know, three options is more than enough. And I believed that too. I genuinely did. And throughout my career of learning how to offer the things I'm doing, I used to think the same thing. But this is what changed my mind. We started with the good, better best. We started with the three different options. We found that it actually limited the customer based on their buyer archetype. So let's say you do the good, better, best, or you only offer three choices. You can offer a premium, a mid-range, and an economy. Now, the crazy thing is that you're dealing with three very different kinds of buyers. So let's say I'm a premium buyer and you give me a premium, mid-range, and economy choice. If I don't like the premium choice you gave me, I'm not likely going to go down to the mid-range of the economy because that's not my buying style. So I only have one choice at that level, which is the same thing as a take or release. Same thing would go with an economy or a mid-range buyer. If I have a level I'm used to working with, or there's a specific way that I want to solve a problem, and I only have one of those ways in the options you present, the other options don't really matter. Unless it's a dire critical fix where I gotta do something right now. But we don't want to just close the emergency ones. We want all the jobs that we can possibly have, as long as they're worthwhile to us. So let's reframe this. The reason we chose six options is because we offer two categories or two levels per category. So if you are a premium buyer, you have this premium or that premium. If you're a mid-range, it's this mid-range or that mid-range, this economy or that economy. The reason we can do that and why it's so effective is because it allows the customer to have ownership of a situation they may not have even been aware of. And by saying, Well, I could have this way or I could have this way, both roads lead to you, meaning that you become a part of the solution, not part of the problem. Like, have you ever been in a situation where you had a repair in your own home and you had to constantly like ask, is there any other ways or any other options or anything else we can do? Can we cut this? Can we cut that? Imagine if they already had that menu ready for you and it was clear as day from a scale from the finest to the most bare bone. If you were to do that, a lot of the objections disappear. Because now the ownership is there, the information is clear, you know how it's structured, you know what's can be expected as an end result of each one of them. Now it just comes down to what do I feel I can afford and what I think is appropriate to solve the situation. So at the end result, we're not stacking prices. Each step solves more and more of the real problem. Such as when we got into the original call where the customer was saying, I got a loose outlet. Sure, the bottom option can be something of just changing that outlet. But as you go higher and higher up the tiers, it could be solving more and more of the actual root cause. Instead of just doing one outlet, we could be doing the entire string, we could do the whole circuit, we could do all the circuits, we could do the whole home. It doesn't necessarily matter the thing they call for. You're the professional. And as a result, if you can say, if I only do this, there's gonna be this many other problems that are available. But if I can make the customer aware of that in an honest and ethical way and say, yeah, there is this one fix that you can take as a band-aid solution, but there's also other things that can be solved where we're solving them before they happen, which can save you time, money, and convenience. Is it wrong of us to really bring that to their attention? Answer is no. So, what I want to do for you is I want to actually go into building the physical options themselves. Meaning, what I'll do is I'll actually show you how to design six to complete choices, starting with that one loose outlet. And I'll go through and not only go build the options, but I'll show you how to actually price them in real time using our simple service rate. If you want to see exactly how to structure those options, increase your ticket size without being pushy, and understand why homeowners really buy, go watch the full episode right now on YouTube. Links in the description. See you there.