Episode 4 - The 3 Secrets To Create High Value When You Present To Clients with Rick Picard
What are the 3 secrets in "Creating High Value When You Present Yourself To Clients"? Well, Rick Picard has been called in to answer these questions. Rick is a very successful home service professional and is wiling to share this secrets and tips to help you become a better closer in the home! It's all here on this episode of The Service MVP Podcast with Joe Crisara!
Contact Joe Crisara Service MVP.
The first secret is functionality and what's going to go someone's home we have to show that we're functional we have to have the tools that we need to do the job. welcome to the service MVP podcast this is where you go to learn how to use pure motive service to create higher value to grow your results grow your results and now here is your host America's service sales coach Joe Crisara alright everybody welcome to the service MVP podcast my name is Joe Crisara America's service sales coach and I am here today I have my great friend back with me again Rick Picard, Rick welcome to the program again I really appreciate you being here well thanks invite me Joe I'm happy to be here well Rick today we're going to talk about the three secrets to create high value when you present yourself to your clients there's a fact of life Rick and everybody should get used to it that if you're a premium service company and premium contracting company that you are gonna be more money get out of your denial and own it take ownership of the fact that it's more money Rick should we why should somebody be proud of the fact that their company charges more well because if we charge more because we're providing a higher level of service I mean if you think about it we're lucky as Americans right because we all know that if you go to a five star hotel it's going to cost more but the service is going to be better right if you go to our high end restaurant you know it's gonna cost more but the service and the food's gonna be better right so we're trained as Americans that you know it costs more good things cost more so why would it be different any different for us if we're going to buy fried high value service you know in order to provide high value it demands more it demands it costs more to provide therefore it has to cost more because that's what it's demands yeah because service is something that's not just in at the person's house I mean there's probably 80% more service that's happening behind the scenes that got the person who did the marketing the person answering the phone the dispatch the software the insurance guy the trucks the parts the material the education and training it takes I mean there's way more stuff that's at least 80% of what happens is back before we did the job right now I think people don't realize that the customer is paying for all of that the customer pays for everything though they Rick right they have to I think we all know that it's actively if we get a great steak in a restaurant that it wasn't the steak we're getting or the actual meat it's the experience we have a plate that's a real estate for one thing where you got a place on the we used to live in Providence on federal hill federal hill yeah federal hill you got the federal hill there and The Capital Grille was in Providence but the federal hill where they had some great Italian restaurants up there and you're gonna pay more for the restaurants because it's on the hill right and some of the ones that are Italian restaurant that's a couple blocks away would be less money because it's just not on that Main Street there right which went to The Capital Grille today so Oh my goodness you know what you and your daughter worked at a place and like on federal hill you sent me what's it called that's it that was a great science restaurant so Rick what are the three secrets number one tell us the first one to get started to create high Are you so we can present ourselves in different and just make sure that we are going to succeed when the prices are higher because the there's no secret here we have to make people think that the solution is worth more than the price they're paying right nobody wants to pay more than they solutions worth so how do we make the solution seemed like it's worth more than the price even though the price is probably five times higher than our competition well I I would say the first secret is functionality and we're going to go to someone's home we have to show that we're functional we have to have be able to have the tools that we need to be able to do the job all right so for instance if we're going to offer two premium to mid Ranger 2 economy options we have to have the tools I'm shocked how many people are talked to can't produce a presentation to show up period of time alright so if both decision makers are there and they're ready to hear information you have to have the tools to be able to make that presentation why you have what I call the mental equity there were certain amount of mental equity right and nowadays that mental equity is getting lower and lower and lower right got to make sure that we're functional enough to be able to take advantage of that time that we have to display our functionality yeah I guess if the customer thinks that it takes like what's this guy working now with the price I mean it hasn't ever done this before it kind of makes you think like he's talking like he's gotta go home and do it back at the office why can't you give me a price right now right this is their this is 2022 this people don't have a computer to get the price and I could go online and get a price right if I'm thinking right and exactly and again it's a demonstration of high value service when you could do it on the spot because if you're there and they have a need and you're leaving well and not giving a price that's just a demonstration of bad service also I good I also say another demonstration of functionality is talking to the right people at the right time right going to make sure that we find out you know that all the people that have to have access to the information have access to it that's being functional right so typically you'd be like the husband says hey we'll just give me the information I'll talk to my wife about it and tell her about this thing and then I'll call you back when I'm ready which is pretty dysfunctional because now you're putting because now he's the PowerPoint he's running the show like he only does one furnace in 20 years probably for himself right now he's running the show and you do like 500 you think you sold said you sold last year or whatever you say so you do 500 furnaces he does one but he's gonna run the show it is that is that functional it's not functional I think and if you could point that out in an effective way he'll see this dysfunctional when you say Joe I really appreciate you want what you want to do my job for me alright but you know what you know I'm sure what if Julie asked you a question you don't know the answer to alright so it would be just very dysfunctional for us to do it that way so I'm going to come back and make sure I talk to you and Julie so I can make sure I have all the solutions of Julie has a question I'm asking you to do my job but what if they say you know Rick I mean all the other guys are doing it or they just e-mail it and let me do it that way do you fight something that when they tell you that well there's a lot of things that are the other people might do that are not good service but we just don't participate in bad service so we either do it the right way or we don't do it at all and that does the functionality and now you have emerged as kind of like that man this guy doesn't even care if he gets the job he wants to get it done right I think that's what everybody you know I think people like around the whole world really not just in New England but in New England specifically I think people like you know they they've been around the block a few centuries and they're like you know I can I know when somebody's going to do this rocking kind of sense it they can kind of sense that when the when you're going to manage the project if you can't manage this part of the project how could they trusted any part of the project gonna get done is that make sense right so you see functionality is important all the way through like when they called the office and they scheduled appointment and then they get an appointment and then I showed up on time it's all demonstration of functionality right and then what you do now is your portion of being functional but it has to continue on I'll all the way through the company so you got that functionality being able to get the price and you know even the sequence of it right you're going to diagnose the system create the prices tell people the value of the system and then present the price that itself what about that the sequence of the call the functionality of that because sometimes people are they just shoot prices that people first ballpark price in a way and then go Oh my God 50,000 I'm not going to do any of that stuff and they already kind of shut the customer now what about putting the information in the wrong place at the wrong time what do you think of that oh that's deadly right because you know we want to able to make the presentation to them so you understand what that 50,000 represents right so you wanna reveal that only at the right time which is after you present all the problems and the solutions and they do that so Rick that step was number one is functionality and then that kind of emerges as like wow this guy knows how to manage a project he refuses to do it wrong I like this guy second thing that creates high value #2 what would you say that would be right I would say that's competence right so we kind of got that just we're starting to touch on that a little bit but I call it telling the story alright so when we have These options representing 2 premium 2 mid region two economy telling the story in a way that the customer understand the value of each one and the difference of each one is very important I saw that and also we're talking about the talking in a language that they understand yeah they're not using trade jargon BTU brands of sears HSP whatever you want to talk about static pressure all that all that stuff right we want to talk in a way that they understand what the value of that is so that they can they could they could see the difference between these the solutions that you're providing them yeah it's a couple of different things I could think of there telling the story I know that you of course you and I you and I are famous for telling stories about situations that happened in the home for service professionals but when you talking to your customer telling the story you mean that you have to kind of help people imagine owning the solution when and how that how that's gonna impact their family with that solution right like I remember you I'm gonna I don't even have one on the hopper you got from me know you told me about it but I wanted to go over one that you really kind of hit me up and I was on the LG training center down there in Florida talking to those guys and I did tell him one of your stories you told me about how does it really make sense guys that we're gonna take the air from a bedroom on the second floor drag it through the attic and then bring it to the garage and then heat it and cool it and then drag it back to the attic again and then into the room why don't we just heat and cool I think you told me that one time you ever is that typical story like that does that make sense yeah exactly you know it's so just in a way they can understand it so you think it's more efficient to deliver the energy right into the room or to send it for a long ride first before it gets here right doesn't make sense right doesn't make any sense right what about the other thing you said you had another story about adapt yeah you're kidding adaptive adaptability tell me about that yeah you you'd ask me like what when you tell the story what's one of the things you like to say and you know I I deal with this every day you know the first thing is you know I tell a little bit about your furnace is like a coward a gas pedal alright it's zero to 100 hundred zero alright and the and the sad thing is we only need maximum BTU's or heating in this house for very for actually 33 hours here in New England how do we ever all right but your furnace has no adaptability at all it's just always prepared for worst case scenario and the best sad thing is Joe we could get in with a third of the energy 80% of the time right so the best and the most premium I'm going to show you is we call it adaptive communicating what we've got and the reason why we called that because it adapts and communicates so as it gets harder and colder we're only going to do some energy as we need it So now I have an hour right but if we need to go somewhere real fast we have the capability of doing it all making what we need we're always right sized which president was comfortable but now we're giving that car gas pedal around the neighborhood hopefully within 20 miles an hour right but if we need to go somewhere real fast we have the capability of doing it all so now it's like having all the different systems that you need all in one system that's amazing so it's like having a that I think people like that that doesn't like the way the user word energy too like because you're because you're putting it that that's what we're using and you're using just the right amount of energy at the time you needed otherwise you've got you know say hot and cold air and things like that it kind of has it down too much but I see that purple packaging that's there too is that part of the above that competence and that verbal packaging there again definitely you know because we've used some words that the customer understand I think everybody can understand it but they just said bring it to the car now you know people do that as well but you know making it in a way that they that make sense to them they say yeah obviously I want something that's going to adapt to what my needs I don't want something that's constant volume right see all or nothing or I don't want to cobble that gas pedal it's dangerous right so I can understand they can understand the differences so it's easy for them to pick in there and see in their mind when you're telling the story you haven't revealed the price of them yet but they already know they want it just because you told the really good story you used the right packaging and help them understand why this one is so good that's great so in the way they've kind of already sold themselves on it right before they ever saw price I mean yeah I mean I think when you do the job right Rick did you say it's fair to say that when you feel like you've done this job right and you've diagnosed the customer you showed your functionality you showed your competence that it that's definitely something that you kind of feel like man I can't see how you could lose the job anyway what does that do for your confidence because confidence is an important element was it for your confidence when you got those two elements side by side going into the presentation well that's it I think functionality and confidence it has to increase your confidence right yeah it's kind of funny I had someone do some little lines with me and they said to me it's kind of funny every person you talk to seems like it's a laydown like at the end and so I actually rode with someone from John Wayne Palos yeah I said I said Carlos we saw 350,000 that week I said Carlos why wasn't laid out how many guys did the contractor did he have at the house for me he said there was four or why wasn't laid down for the other four why was it laid down for me I said because we're so functional and competent that the next natural thing to do is to buy because we're so different than everybody else that that's amazing and that's something a great week for a writer right along right it's too bad you did you give him a tip or something for making 350,000 I I think you actually charged the guy didn't know but you know but they gladly paid it cause tell you what yeah since that visit the John Wayne has grown exponentially you that was a that was a life changing moment for the entire company and today now that company sells over 300 employees and they have grown like four times more since you were there only a couple years ago but of the right before the pandemic hit all that kind of thing you're out there Rick now we go to secret #3 and what is that secret to create high value yeah I mentioned a little bit a second ago differentiation alright we have to be different we have to not do what other people are doing I guess is the best way to put it all right things like emailing prices or only producing one solution or you know a funny story I've had people that I heard presented to the nanny right what happened yeah we'll go back to how the functionality is is presenting the right people the one time I think I tell you one time I did a whole presentation for the customer only to find out it wasn't the customer was the nanny touch at the end she said well I'm only the nanny I'm going to give it to the Mr and misses when they get home I believe there can I confess something yeah at one time I did I was I was about 24 years old when I was good just getting into business I was kind of a rookie and my boss told me to go put a water heater in the house and I just knocked on the door and said I'm here for the water heater and the guy goes yeah go on downstairs it's downstairs go downstairs and start ripping off the water heater and put a new one in and then he comes downstairs run just about firing the new one up and he goes hey what company you're with I'm like I told him the company and he goes I talked to my wife and she didn't order it what I thought I thought I'd let you caught my wife said to get this and we were talking about one we never got it we didn't do it I said well this is 3699 Hutchinson right he goes no it's 3669 the nine fell over and it's like Oh no and I had the wrong house I didn't even see the guy never stopped me and guess what it was a free water heater we put in yeah that was you think that was demonstrating competence no I think well they got a free water here if that's if I'm trying if I was trying to give away free water heaters then yeah it would affect job listed on that one well the differentiation obviously and that is that's not the right kind of difference right we're trying to get right obviously emailing things like that I remember one time you told me a story about a woman whose husband passed away you did something there where you put the brakes on that opportunity and that's what sold the tell me about that differentiation there and that time right well I had a customer that was really nervous because she said my husband usually takes care of these things and you know he's passed away you know first of all I you know I I wanted to see how she was doing and he you know how you handling that how long you been married we were married for 40 years and I was a giants fan so how you doing your hand how you holding up well it's really tough because I never really did this type of things I said well I do this simple things all the time so I'm here to help you to make sure you make the right decision so I'm going to make sure I give you the most premium economy mid-range and economy options I'll explain all the difference to you in a way that you understand and then I'm gonna help you decide which one you think is right for you and the end of it what Rick what happened at the end but she end up buying a new system that was right for her and she that's great well that's good and everybody and you got a customer for life and right you know isn't it funny that the people who see this the you know this functionality the competence and the differentiation that's better differentiation not the one where you put the water heater free but you know that they see this stuff in it emerges like trust right Rick that people say that too what are some famous words that people say how do you know you've established trust what kind of words that people say kind of make you feel like they do trust you there well they I think there's a point and the point is if you look like everybody else and you're more money it's the kiss of death right the reason you have more money is because you're you you provided better service have customers tell me all the time you know the reason I bought from you is the only one who gave us all these options the only one who showed us the adaptive communicating system the only one who showed us the quality system the only one that offered all this different I can't write a check warranty the only one who's that's right so when I hear that every day I hear that then you know you're being different than everybody else and then you can create greater value because you are actually creating greater value by what you're doing I think value is created by actions and not just lip service request that first the first statement too absolutely and I guess that's my point if you just want to give lip service and say yeah well we're more money because we're better but you're not demonstrating functionality or competence or differentiation then it's not going to work because it shouldn't work you don't deserve it to work you got to prove it in a way while Rick you know what as usual is our second time we've done this and took the first time I can't believe how fast 20 minutes goes by just listening to a joke or saying report card we should have our own radio show and people should pay a lot of money for that I think and so we could just relax and tell stories you know but it's fun isn't it Rick thanks a lot for being here again I really appreciate that well thanks for having me I really appreciate you inviting me well my pleasure and so Rick you know anybody who wants to hear more from Rick and I we have overtime over on service MVP and you're welcome to join service MVP all of you are invited to come in there if you'd like to check it out come and go there and look at it it's $50 a month if you buy it on a monthly basis or $35 a month they buy for the whole year up front and of course we also have our live training at TI summit.com that's STI summit.com you come to a total immersion service summit which Rick came to before himself he's been involved with that many times and he's one of the best referral partners so he doesn't father referrals for me and Rick I guess Oh yes thanks for all those referrals thank you so much well I tell you changed my life Joe I wouldn't be doing what I'm doing now without your help and like I would say there's nothing better than changing someone's life for the better so I I thank you for that well thank you as well you've changed my life for the better too Rick alright everybody thank you so much we'll see you on the next podcast everybody have a great one nice seeing everybody here we'll see you next time.
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