[5/16/24] Sell Unafraid w/ Jeff Wraley: Engage and Convert with Trust

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Alright, man, cool.

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Jeff Wraley: Well, that’s like the whole, Mac. The whole Mac transition is like.

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Jeff Wraley: you know, I got all my shortcuts on my PC. Now I’m having to relearn them and digging into some Youtube videos and all that, it’s been been kind of fun.

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The Contractor Fight®: Welcome to the Mac world. What? What’s that? Guys welcome, Jeff groundwork.

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The Contractor Fight®: Take it from there later. Guys.

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Jeff Wraley: So awesome.

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Jeff Wraley: Alright! Are you all seeing the battleground webinar screen?

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Jeff Wraley: Karita?

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Jeff Wraley: Verbal? Yes, hold on! Let me get this all blown up here so I could see everybody at least a chunk of people tell you a thumbs up if you’re seeing the battle guard battleground webinar frame. Sweet thanks, Eva, alright. So for those who don’t know me.

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Jeff Wraley: My name is Jeff. I run a company called Groundwork. We’re a sponsored partner with

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Jeff Wraley: contract fight battleground. You do get.

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Jeff Wraley: I think a special benefit extended free trial of the software

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Jeff Wraley: through the partnership. So that’s awesome. I know we’ve probably got some folks on the call who

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Jeff Wraley: know us and have worked with us.

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Jeff Wraley: So today’s goal is

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Jeff Wraley: really to run through a couple of kind of marketing to sales.

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Jeff Wraley: items that. And it really is about conversion, our our products all about engaging, converting the right leads and building trust to to do that some of what we do is, you know, long ago, when we started working with Tom.

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Jeff Wraley: and the crew is kind of like, all right, this is what we do from a product and a technology perspective.

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Jeff Wraley: And I started to dig into the shin Foo. It was like 2,020 or something like that. I went to an event. It was like, holy smokes. This stuff lines up, really, really? Well, so

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Jeff Wraley: that’s what we’re gonna talk about today, basically how some of our technology and not so much. You will not get a full demo of the software feel free to sign up for a free trial. We can walk through it

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Jeff Wraley: or just reach out to me directly. But so we’re not going to go through the software side of things. But we’re gonna go through a couple of things that we do from a product and a software technology perspective that help

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Jeff Wraley: contractors engage and convert

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Jeff Wraley: and build trust with our prospective customers. We are a sales system. We are not a magic wand. We are not a

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Jeff Wraley: you know. Set it in. Forget it, magic sales machine. It does take work, but it is a a little bit of a a unique system to run your sinfu process, pre-qualify in the right types of ways.

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Jeff Wraley: so hopefully, that’s helpful. Intro, let me get advanced onto the screen here.

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Jeff Wraley: So I would like to know of the group here how many leads you get per week. I know it fluctuates, but that really helps me understand who we’re working with here. So please in the chat. I’ll have to find the chat here in a second. How many leads do you get per week? This is strictly just averages.

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Jeff Wraley: I know. Yes, times when you’re super busy. Sometimes when you’re not

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Jeff Wraley: so just go ahead and type that out

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Jeff Wraley: estimate

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Jeff Wraley: it’s got a couple of

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Jeff Wraley: handful

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Jeff Wraley: 5 to 8 0 to 3.

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Jeff Wraley: Keep those coming in here

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Jeff Wraley: 8 to 10,

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Jeff Wraley: perfect.

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Jeff Wraley: 2 to 4 per week. 15 ish

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Jeff Wraley: nice. So the tops we see is 15 or so.

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Jeff Wraley: Per week.

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Jeff Wraley: and I know

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Jeff Wraley: that this next slide is probably gonna ring true to you.

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Jeff Wraley: there is a continuum in the sales process in terms of strategy.

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Jeff Wraley: There are certain consultants, sales, methodologies

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Jeff Wraley: that really

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Jeff Wraley: look for you to prioritize

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Jeff Wraley: in-person appointments.

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Jeff Wraley: I know that the Shin Foo is not necessarily the strategy that promotes that to prioritize

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Jeff Wraley: the appointment, above all, just getting the home getting home. Do the song and dance? You’re probably familiar with.

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Jeff Wraley: How that strategy. What? That? What? That looks like? Many of you probably.

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Jeff Wraley: Sure we’ve got somebody who sold windows and doors, or did.

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Jeff Wraley: you know, one day bathroom model type of stuff that stuff’s like cookie cutter. You know. They want you to home. They want. They have a very specific sales presentation. They spend a bunch on marketing, and so they just want to close as many leads as possible.

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Jeff Wraley: And they they think the best way to do that is in person.

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Jeff Wraley: So that’s one side of the spectrum. They won’t do anything. Aside from hey? We need an appointment. We need both both homeowners there. Blah blah blah.

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Jeff Wraley: The other side of things is the qualify, the ever live and piss out of the lead right? And and I know some of you know what that can look like

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Jeff Wraley: I think there’s danger on both ends of these strategies

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Jeff Wraley: frankly. And and I have seen, especially when leads get scarce.

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Jeff Wraley: The the guys that are just getting their feet wet in the qualification process, maybe overqualify.

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Jeff Wraley: reduce their pipeline to an absolute halt.

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Jeff Wraley: and with with many of you getting just a handful of leads per week, and that can be a pretty dangerous situation. So

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Jeff Wraley: I think that there’s a balance between this.

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Jeff Wraley: What I have seen in the battleground group and in in the contract fight in general

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Jeff Wraley: is

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Jeff Wraley: you know, hey? I’ve had pain because I drove out

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Jeff Wraley: for so long to these appointments, and I didn’t do my job pre-qualifying. And you know, I just wasted a bunch of time I lost out to this guy and that guy.

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Jeff Wraley: I got sick of that. So now I’m just gonna put this like very

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Jeff Wraley: strict, very strict process in place.

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Jeff Wraley: And I think you we just need to be honest about what that looks like. There’s fluidity in it. I think if you’re an artful salesperson, you can understand kinda how to pick and choose the right type of qualification. And frankly, I think that the shin free process has a great way of doing that.

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Jeff Wraley: But I want to warn you about each side of this. This Barbell. Does this resonate with anybody? Has anybody done the qualify? The

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Jeff Wraley: the bleep out of the thing? Might want to get a story or 2 there, if somebody’s willing to share anybody willing to share. Just I think you can toss yourself off mute and just

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Jeff Wraley: to share. Is anybody there right now, potentially

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Jeff Wraley: alright at that lead volume? I know some of you are there.

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Jeff Wraley: but hopefully, hopefully, you’re not. Hopefully, hopefully, you’re you’re you’re screaming along here.

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Jeff Wraley: But I want to use this as just like a a way for us to talk about this type of stuff.

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Jeff Wraley: and what I also want to talk about is the learning about the conversions that we see now. Some of this is a little bit more marketing, conversion type of thing. But

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Jeff Wraley: when you’re in small business, like many of you are

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Jeff Wraley: all right. Paul’s there over qualifying, and some of this has to do. By the way, this this very much has to do with project size, too.

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Jeff Wraley: Sometimes the lead volume

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Jeff Wraley: is a factor, but also project size. Right? So if you have big project sizes. You aren’t going to have as many leads in general.

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Jeff Wraley: and there’s some seasonality. There’s a lot of factors to. Why, you may be in, you know, different parts of the spectrum here. I think it’s important just to be flexible, and and start to understand what the right strategy is what the right flavor is for your sales strategy at different times of your

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Jeff Wraley: of your

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Jeff Wraley: season, of your business season.

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Jeff Wraley: So I’m gonna run through some numbers on conversion. What you’re gonna see here, is maybe a little bit different. If we have a tree care company in here your your stats would be definitely more.

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Jeff Wraley: match up a little bit to what we’ll see here, but we have some good stats. We started to work with couple more treecare companies, so just had some stats handy. I tossed on the slide here. But

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Jeff Wraley: If you have any, if we have any true care companies. Please let me know on the just type true care in the chat, or something. But these numbers might not quite track with where you are just based on, you know, if you’re more of a model or outdoor living type of contractor or painting contractor.

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Jeff Wraley: But the point is that you should be aware of these numbers.

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Jeff Wraley: first of all, I want to share. Kind of product wise. What

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Jeff Wraley: we have done in the past, and where we’re going to let you see a little bit of the difference of how things flow through.

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Jeff Wraley: and then I’ll go into a little bit of why, we’ve made those changes. And again, if you’re not using groundwork, or

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Jeff Wraley: you know, it’s not a fit for you. For whatever reason

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Jeff Wraley: the theories and the way that we do things. I think you can apply to your sales process regardless. So this is a screenshot of one of our contractors in their their website. Very simple contact us. Box I have pushed for us to be different than just a contact us box as a company from the the

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Jeff Wraley: product that we put out there

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Jeff Wraley: our product embeds in the contractor’s website

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Jeff Wraley: and that form kind of with a gray background right here. That is our product.

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Jeff Wraley: You’ll see how different it is here in a second. But when you

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Jeff Wraley: put that out there, you know, simple is good for conversion.

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Jeff Wraley: So we like that. But it’s not all that inspiring right? Everybody’s got a type contact us form. You know. They have a thing to send us a video to get your project started, which is kind of what we facilitated groundwork.

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Jeff Wraley: but

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Jeff Wraley: you know, that’s that’s one way to do it. And we’ve learned a lot since launching a bunch of sites like this.

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Jeff Wraley: Now this is a different look. This is one of our customers in Columbus, Ohio. He has a very video forward kind of welcome message which is fantastic

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Jeff Wraley: A couple of other other of our customers have this type of video for a type of

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Jeff Wraley: approach on their request and estimate section of their website. What was unique about what David Joseph did is that he kind of split the experience into a video submission and a traditional quote.

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Jeff Wraley: So you might say, Hey, Jeff, that goes against all all types of marketing principles.

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Jeff Wraley: in that you don’t have one centralized call to action.

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Jeff Wraley: I would agree with you. That does go against some marketing principles. However, we’ve seen

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Jeff Wraley: almost every other metric along the sales pipeline increase by providing 2 different paths for the homeowner, for the, for the potential customer to adopt.

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Jeff Wraley: So one is the video submission

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Jeff Wraley: and that kind of goes into a landing page that has our capture form on it, and then the other one is the traditional quote, as they as they put it.

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Jeff Wraley: of course, David Joseph says, Hey, this actually takes a little bit longer to get your proposal.

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Jeff Wraley: So he’s kind of positioning. This is like, hey? That’s the old school way to do things. Thanks, Kevin. See you, ma’am.

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Jeff Wraley: or you could do this video thing that’s like super super awesome. So that’s something that we’ve started to toy around with. And the results are really, really, really good. I realize there may not be tree care companies here, but we are seeing similar types of trends with other types of companies. So they get a good bit of traffic. They’ve got 1,500 visitors. I think this is a

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Jeff Wraley: in a given month, not sure exactly where what the timeframe of the data is.

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Jeff Wraley: 25 turned into leads. So we define a lead as just information capture.

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Jeff Wraley: That’s incredibly high conversion rate from a visitor to a lead somebody to give you their contact information really, really high

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Jeff Wraley: and the reason we think that’s so so much higher than before is one. It’s a it’s a tree care company. So there’s some dynamics there, but

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Jeff Wraley: it’s that they’ve already chosen their path. They’ve already chosen how they want to interact with you.

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Jeff Wraley: And you’ve kind of showed them what that was. Gonna be. So it’s like just a continual process to what they, what they’re looking for they already chose. So like, Hey, I’m gonna keep on going on the journey.

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Jeff Wraley: Now, of those 380 weeds.

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Jeff Wraley: 63% became what we call a video lead, or, in other words, in the shinoo, it’s, you know. Hey? Send me some information, some photos about your project. We account work to that with video and make it really easy for that to happen.

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Jeff Wraley: so

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Jeff Wraley: 63% of the time you got that back. So equate this to how much, how many times you I am sure that there are stories of. Oh, they said they were gonna be gonna give me send me the text. Me the pictures, and they never freaking sent you the pictures.

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Jeff Wraley: Very common. Sometimes. That means they’re just not interested. Sometimes that means that they didn’t really want to go through that process. Anyways, there’s something else that they felt suited them a little bit better. But you have to be careful about that. Just to make sure that you have a process that you understand, too. But a lot of times. It’s just that they don’t have an easy way to do it. It’s not

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Jeff Wraley: easy for them to to, you know. Kinda go through that process. They didn’t have great instructions. They got distracted. They needed a reminder. You didn’t send a remind. All these things factor in to that percentage of the leads that come in actually going through and playing ball with getting you the information that you need to start to assess the project

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Jeff Wraley: virtually, let’s say

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Jeff Wraley: without a sales appointment without the drive time. All the stuff that you know can eat away at the time you’re you’re doing other productive work

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Jeff Wraley: now for him.

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Jeff Wraley: He had an 84% close rate on leads that were qualified.

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Jeff Wraley: In other words, if he disqualified them, they’re not quality leads. So that doesn’t go into like the bottom part of this fraction. But if you wanted the job

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Jeff Wraley: and they were good leads based on the video, you provided that was provided equals 84% of those jobs

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Jeff Wraley: very high close rate.

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Jeff Wraley: And they do some other things that are really unique in terms of like building trust with with prospective customers. But that’s an example of one of the funnels that we’ve we’ve seen and started diagnosed so high conversion rate because they have some good options.

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Jeff Wraley: a high capture rate for leads and those leads submitting good information to

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Jeff Wraley: the company

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Jeff Wraley: to assess in our case, that’s a video, a video walkthrough of the project.

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Jeff Wraley: and then a high conversion rate to closed one

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Jeff Wraley: based on the leads that are qualified. So

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Jeff Wraley: I know some of you are. Probably, if I was a. If I was in your shoes I would be drooling at an 84% close rate of the con of the of the deals that I wanted to win.

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Jeff Wraley: So that’s why these numbers are up here, because it’s pretty impressive. What? What Joseph 2 services has done.

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Jeff Wraley: This is another one another tree service mentioned. We did some tree tree care stuff. He’s got a little bit lower numbers, but still very, very good, less visitors, still high conversion, and still high conversion rate in terms of close one, almost 50% of jobs. He classifies things a little bit differently in the system so we don’t have. It’s not like apples to apples, comparison on the, on the percentage of jobs that are close one but still really, really good. You’ll also see that he’s got this kind of like dual path

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Jeff Wraley: for

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Jeff Wraley: for people. Now he is charging for an onsite assessment, and we’ll talk about that a little bit later. I’m sure several of you are as well. And there’s also an art to that, as as you likely know. If you have questions on like how we’ve seen different contractors, you know. Charge for a quote, not charge for an assessment.

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Jeff Wraley: you know what the ask is some of that stuff. We’ll have plenty of time at the end for questions, or just like Raquel did toss a question in the chat happy to I may toss it to the end if it’s meaty. But toss any questions, Jeff. Alright, Raquel, do you think this model would be effective for modelers. We need to have at least convert conversation before providing range harassment. Absolutely. One thing with modelers.

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Jeff Wraley: we thrive like the groundwork process. Like our technology. We know we do better with contractors that have 10 plus 1015 leads per week.

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Jeff Wraley: I I can just tell you that flat out. If you’re not getting that lead volume, you might not need software to help manage the process our software. In particular, you might be able to kind of do it with some other stuff.

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Jeff Wraley: But we do have light plan that sometimes people with, you know, in that 5 ish range of leads per week

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Jeff Wraley: can make use of, and it gives them a a whole lot of benefits kind of like we we talked about. And you’ve seen here on the charts. But A lot of it just has to do with how busy you are.

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Jeff Wraley: The strategy can be

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Jeff Wraley: use, no matter what

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Jeff Wraley: our software just

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Jeff Wraley: works better when you have a little bit more lead flow. So depend on where you are, on that, you know. Happy to happy to chat. I’m gonna type. My

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Jeff Wraley: send chat to.

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Jeff Wraley: Where’s everybody?

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Jeff Wraley: There we go. Put my email in here. Hello, groundword.

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Jeff Wraley: Really

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Jeff Wraley: just shoot me an email or Co. If you wanna wanna chat we’ll find a time.

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Jeff Wraley: alright

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Jeff Wraley: so I don’t know what what your metrics look like. And my fear is that you don’t know what your metrics look like. I know you should. You should. I think there’s some templates and stuff battleground. You know, phone a friend. On that case, if you don’t have any templates or like just ideas for this.

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Jeff Wraley: if you’re working with a digital marketer, they should be able to help you get some of this going, but I encourage you to look at this, and this is very much built on site visitors, but you might have leads that come in not only from your website, but also from phone.

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Jeff Wraley: If you don’t have a way to track that and to track these conversion metrics.

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Jeff Wraley: I know there’s probably a bunch of job tread users on here that really help you focus on like, kind of those lower funnel, like proposals sent to converted some of that type of stuff. If you don’t have a way to start to get those conversion metrics from your marketing as well, and start to work them through.

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Jeff Wraley: good news is you can do it in a Google spreadsheet. Very, very simply.

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Jeff Wraley: I would encourage you to review that with your team. I’d encourage you to review that with your marketing folks.

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Jeff Wraley: it’s really really easy. A. And again, if it’s not site visitors, it’s like, you know, maybe track your source. Your leads. Doing. This simple exercise is very, very, very instructive to where you have problems in your sales process.

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Jeff Wraley: so hopefully, that’s helpful. I don’t have anything prescriptive other than like screenshot. This, maybe, or

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Jeff Wraley: just generally think about this. If you haven’t already, you know. Take a Saturday morning over a cup of coffee

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Jeff Wraley: and toss it out into spreadsheet.

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Jeff Wraley: But this is this is really important for you to understand, especially if your lead isn’t very high

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Jeff Wraley: understanding. This is is pretty pretty darn important.

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Jeff Wraley: So, and you might need to go over a couple months to to get some of the data to like kind of make sense. But you should absolutely know these types of numbers for your sales funnel.

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Jeff Wraley: Alright. So I’m gonna go through this this quick demo here I I showed you a little bit of

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Jeff Wraley: and I say, Demo, it’s just like 3 screens, but I showed you a little bit of the

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Jeff Wraley: kind of the old way of doing things. It’s just like a kind of a basic form. But what we want to do is help

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Jeff Wraley: contractors, home service companies

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Jeff Wraley: engage and convert their best leads. So a lot of that has to do with the web conversion. But we’re rolling out other stuff, too, but engaging and convert.

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Jeff Wraley: If your process starts with something that’s uninspiring and just the same thing that everybody else is doing, you’re gonna have a hard time differentiating yourself from the the guy that has the same, you know

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Jeff Wraley: thing on their website. Looks the same. Might even sound the same. So the more you can differentiate yourself

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Jeff Wraley: and become that trusted partner fast

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Jeff Wraley: the better off your sales. Metrics are going to look like. And that’s exactly what we’re what we’re doing with the Joseph Tree care type of example.

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Jeff Wraley: So this is an example here of a website pretty simple, straightforward. This is kind of like a dummy website. But

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Jeff Wraley: what we’ve done is we’ve launched this. Get started button. Now, this is groundworks, form.

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Jeff Wraley: quote, form or experience embedded into a contractor’s website.

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Jeff Wraley: This is a just a simple snippet of code. You could put on the the what’s called the header of your website, and it creates this button. You can customize what this button says. You can customize a lot about what you’re gonna see here. But the idea is

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Jeff Wraley: for this to be interactive.

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Jeff Wraley: impressive.

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Jeff Wraley: branded.

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Jeff Wraley: Simple, easy, and a little bit different than what you might see elsewhere.

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Jeff Wraley: You can include a video here a welcome video in the experience this popup is, is our software embedded into your website?

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Jeff Wraley: Then we start with a unique question. That is, what do you wanna get done? I think a lot of us really think about and a lot of the other technology out that really focuses on

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Jeff Wraley: Mike

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Jeff Wraley: the method as opposed to like the customer facing question. It’s like

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Jeff Wraley: schedule a meeting. It’s like, well, they might not want to schedule a meeting. They got to your website because they they didn’t want to schedule a meeting. They didn’t say like, what contractor can I schedule the meeting with?

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Jeff Wraley: They said

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Jeff Wraley: bathroom remodel, or they said painting contractor. So they’ve got that project in their minds. That’s why we start with this question.

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Jeff Wraley: And I’ll just go through here and and show you a couple of the elements here.

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Jeff Wraley: This is where we have started to put this

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Jeff Wraley: kind of dual track into the groundwork product. And again. If you’re not using the groundwork product.

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Jeff Wraley: I mean.

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Jeff Wraley: go ahead and and rip this off and figure out how to do this on your own. But

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Jeff Wraley: we have these 2 different tracks, and in the product and kind of like design, what we call flows for the homeowner to go through. Now this one says, request to call back. That’s for your old school type of folks that may just want a simple call back. And that’s totally okay. We want to allow them to do that, especially in the interest of converting leads right. If you only got 2 to 5 leads per week.

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Jeff Wraley: we don’t want to throw up barriers to them.

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Jeff Wraley: We want them to at least start the process in a way that’s

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Jeff Wraley: helpful and reasonable to them.

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Jeff Wraley: and and helps them convert

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Jeff Wraley: so that’s that’s a request. Call back. There’s a certain flow you go through there.

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Jeff Wraley: that’s really simple and easy. Actually, I’m going to go through that one

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Jeff Wraley: I’m going to put my name in here.

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Jeff Wraley: I’ll just put my testing stuff in here.

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Jeff Wraley: and then this is, gonna ask me

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Jeff Wraley: for my address.

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Jeff Wraley: and then that’s it

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Jeff Wraley: really simple.

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Jeff Wraley: What you will notice, though.

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Jeff Wraley: is that we have this additional call to action. So we kind of loop them back into, hey, did you know this is the quickest way to get started is submit a project video with us. So that is like put in their face after they kind of succeed with their mission, we give them this other option to follow. Now, obviously, if they’ve selected this, submit a project video thing. First.

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Jeff Wraley: we go through that flow, they get a text message on their phone, which I probably just got

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Jeff Wraley: notification on my phone that we got a new lead, but they get a notification on their phone. And it says, Hey, this is the steps we want you to take. And it goes through the video upload process.

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Jeff Wraley: If you’re interested in what that looks like, go to the website, there’s some information on there or hit me up with an email real quick. And just say, let’s find a time, and we’ll we’ll figure something out. I can show you what that looks like. But

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Jeff Wraley: the whole idea with the video project upload is

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Jeff Wraley: photos are great videos, better.

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Jeff Wraley: Everybody deals with video. You get more information. The homeowner can talk and just explain what they’re doing. They can like start to reveal some of their pain points. There’s a lot of value to creating, capturing the video as opposed to just a couple of texted photos. It’s also systematized. So you don’t have to worry about it. If you’re getting a lot of leads, you’d likely have felt the pain of needing a system for this type of type of lead intake with these media assets.

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Jeff Wraley: so that’s a little bit about kind of how we are starting to work through this process of

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Jeff Wraley: providing information or providing a way for people to get started.

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Jeff Wraley: That kind of fits. Their flow doesn’t put up guardrails too soon, too fast, but helps them understand exactly what is going to be helpful for you, so that they can get the most out of the process.

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Jeff Wraley: hopefully, hopefully, that’s helpful, that’s all I’m going to go through in terms of th this like little demo thing. Here, let me get back to the presentation.

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Jeff Wraley: so with all of that said, we think about one of the other things that we hear all the time. And I was actually emailing with a

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Jeff Wraley: like a senior Senior Vp. Of a very large company.

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Jeff Wraley: Home services like very, very large. And I just happened to golf with him at a in a trip in Mexico, and

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Jeff Wraley: Finally hit them up for my my sales call.

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Jeff Wraley: and so I’m going back and forth with them a little bit, and I could just sense

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Jeff Wraley: that. And he’s a little bit of an old school guy.

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Jeff Wraley: I could just sense that he

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Jeff Wraley: didn’t like

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Jeff Wraley: he. He put a priority on the amount of trust that you can build. Build when you’re in person with a prospective customer.

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Jeff Wraley: I get that.

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Jeff Wraley: It’s what he’d done for, you know, 20 years when he was actually before he got into leadership role.

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Jeff Wraley: I get it. I totally get it.

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Jeff Wraley: But I I stumbled upon this thing called the Trust. It’s actually called the trustworthiness equation. So I’m gonna go through that here. This is like a little bit more just like random information for you. Not necessarily about our product, although we’ve some of the stuff of like the strategies and ideas and stories that we’ve learned about over the years into this trust equation.

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Jeff Wraley: But this is the trust equation. Trust

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Jeff Wraley: equals

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Jeff Wraley: credibility plus reliability plus intimacy

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Jeff Wraley: divided by self orientation.

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Jeff Wraley: And we’ll go through these quickly here. But I think this is a really really awesome framework

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Jeff Wraley: for sales. You’ve heard the know, like and trust type of thing.

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Jeff Wraley: Frankly, I think

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Jeff Wraley: no is a part of trust and kind of

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Jeff Wraley: so is like, like, I’m not gonna trust you if I don’t kind of like you at least

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Jeff Wraley: So it’s in sales. It’s so much about trust, especially in the contracting space where there’s a lot of just bad experiences like the bar’s pretty low. There’s frankly a lot of crooks out there. I’m sure you’ve

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Jeff Wraley: experience that as you’ve talked to homeowners. And they’re like, yeah, I had this guy screw me over. This guy didn’t show up, or he took my deposit or a bunch of that stuff out there. That’s not. That’s no secret. So I’m gonna run through a little bit of of this. How I see this apply to what we’re doing at groundwork, how I’ve seen contractors. Kind of model this a little bit, and just some examples. So

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Jeff Wraley: credibility some of you might have. I know we’ve got customers out in like Boston and California. And it’s like you need to have licenses.

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Jeff Wraley: That’s an easy credibility. Builder.

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Jeff Wraley: licensed and insured. In certain businesses. That means a lot because it’s can be dangerous or so any of those like letters after your name

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Jeff Wraley: or credibility builders?

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Jeff Wraley: credibility could be your rankings and your reviews on Google

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Jeff Wraley: credibility builder. Sometimes it could just be like, Hey, I know exactly what I’m talking about. We’ve seen this thing. I’m very experienced. We work in that neighborhood a ton. I was just just finish up a project just like

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Jeff Wraley: 2 streets over from you.

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Jeff Wraley: That’s credibility. And you can build that in the sales process, even starting early early on some of this is done in marketing right? You know. Credibility do. Frankly, they probably won’t reach out to you a lot of times unless you seem somewhat credible.

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Jeff Wraley: so you’ve crossed some of those barriers. When you get an inbound lead, however.

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Jeff Wraley: you can work to build that which is a factor in building trust.

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Jeff Wraley: next, reliability, speed to lead

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Jeff Wraley: prompt and value responses, valuable responses. So

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Jeff Wraley: speed delete the turn is thrown out there. I mean, there’s all sorts of stats on that. Something like 78% of

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Jeff Wraley: leads will go with the first contractor that they talk to.

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Jeff Wraley: So it’s really valuable that you can respond quickly, that you do what you say you’re gonna do you follow through?

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Jeff Wraley: you show up when you say you’re going to show up all these things, obviously add to trust

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Jeff Wraley: next one’s intimacy. Oh, sorry!

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Jeff Wraley: There we go! Skipped it.

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Jeff Wraley: I think this one’s obviously kind of a weird word to talk to talk about on a web webinar in some instances. But intimacy really means like they know me

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Jeff Wraley: right. They know what I need.

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Jeff Wraley: They understand my problem.

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Jeff Wraley: They took time to listen and understand.

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Jeff Wraley: In certain scenarios this can be

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Jeff Wraley: easy to overlook if you’re selling

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Jeff Wraley: something that’s a little bit more cookie cutter. This is really or low ticket

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Jeff Wraley: painting, maybe

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Jeff Wraley: painting.

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Jeff Wraley: you know. There’s a reason that people are painting their painting, their house

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Jeff Wraley: or their master bedroom, or whatever. It’s some sort of life event. And if you take the time to like, understand that people value that, and it starts to build trust

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Jeff Wraley: if you

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Jeff Wraley: are going through the process. And just like, Hey, this is a thing. This is a 12 by 12 bedroom, and I know that’s x amount of dollars.

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Jeff Wraley: You’re not building any intimacy. You’re not building trust, which obviously decreases the likelihood that you are going to win the job.

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Jeff Wraley: so that’s an important one. There’s a lot I could say about that. I’ll go into a little bit of it here in a little bit, but the last one is self orientation. That’s on the the denominator of the the equation, which means, if that is a large value. If you are self oriented.

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Jeff Wraley: selfish, some may say, or just like self centered getting to the points where you want to get to, regardless of whatever is going on on the other side of the table.

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Jeff Wraley: If that value is large, if you are highly self-oriented, that’s going to erode. Trust.

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Jeff Wraley: Very simple example is this is what this is, what you feel when you have a sleazy car salesman, they just want to kind of get you in the door, get you in, and you know, this is a good one, and it starts, you know, you start to hear those salesy type of phrases that’s usually

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Jeff Wraley: that’s in the trust equation. That’s what Erodes trust because it’s self-oriented. It’s pushing you in a direction, or, you know, is this, it’s just more self serving than it is about the customer.

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Jeff Wraley: On the other hand, if this is a small value you’re dividing by a small number.

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Jeff Wraley: Trust increases. So in other words, I’ll tell you a story yesterday afternoon.

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Jeff Wraley: My dog is crazy so she was barking at somebody, which is kinda weird, cause

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Jeff Wraley: it was. She was in a weird part of the yard to be barking at somebody, and my neighbor was out. And there’s a whole other story about a lady who lost her skunk and has been looking for her pet skunk literally her pet skunk for the last 2 weeks.

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Jeff Wraley: I wanted to tell her. Sorry. Sorry for your loss. Your skunk’s dead, but I didn’t go. There I was. I was compassionate

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Jeff Wraley: as I could be for somebody looking at their looking for their skunk.

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Jeff Wraley: anyway, she was talking to. My neighbor.

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Jeff Wraley: Got talking to my neighbor. She’s getting some trees removed, and we got talking about that. She’s like, Hey, it could be noisy and stuff going on. I was like, won’t bother me

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Jeff Wraley: I started, asked about who she used for tree care work and

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Jeff Wraley: she told me, and I know know of the company, but don’t know them personally.

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Jeff Wraley: and

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Jeff Wraley: she said, I think they’re. I think they’re pretty trustworthy outfit

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Jeff Wraley: because I asked the guy

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Jeff Wraley: about one branch that was going over the roof of my house.

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Jeff Wraley: and he said, I wouldn’t want to touch that one.

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Jeff Wraley: because I think it would put your tree out of out of

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Jeff Wraley: out of symmetry, and cause more problems down the road.

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Jeff Wraley: Obviously the salesperson, if they were self oriented.

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Jeff Wraley: Hey? That’s another 700 bucks, or whatever it is to.

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Jeff Wraley: And I’m already here. I’m going to sell you that that next the next to up the next level up.

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Jeff Wraley: But he was not self-oriented. He was customer oriented.

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Jeff Wraley: So that factor became small.

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Jeff Wraley: She trusted him.

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Jeff Wraley: So that’s kind of how it works. You gotta check the boxes on the top and then not screw it up on the bottom. It’s maybe some way one way to look about it.

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Jeff Wraley: to build trust with your prospective customers.

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Jeff Wraley: and real quick, I’ll I’ll go through this.

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Jeff Wraley: This is so. I mentioned speed to lead in reliability. But I’ll call this bundle of reliability plus intimacy as speed to value. So if you know what the customer is looking for.

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Jeff Wraley: which in groundwork world means.

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Jeff Wraley: you have seen their project on video. They’ve expressed what they need. They maybe shared some ideas. You kind of got a tour of the space.

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Jeff Wraley: have a lot of information. There

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Jeff Wraley: you have an intimate idea of what they’re what they’re going for.

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Jeff Wraley: You’ve already established some reliability, and you’ve responded to their their specific needs

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Jeff Wraley: based on the information they provided to you. You have accomplished the speed to value nugget. That can be really, really valuable because you’re the you’ve got credibility.

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Jeff Wraley: You have shown reliability, intimacy, self, your self orientation is a little bit lower. So you can build trust virtually. That’s what really what the product the groundwork products all about, and really what your sales process should be about.

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Jeff Wraley: especially if you’re employing a lot of those shin food type of stuff.

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Jeff Wraley: Get to trust quickly. That’s the name of the game.

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Jeff Wraley: In a world especially that where that doesn’t happen a whole lot with your peer contractors.

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Jeff Wraley: Okay, we’re gonna keep on moving, and I’m I’m

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Jeff Wraley: maybe a little bit ahead of schedule, which is, which is fine. We got got some time for questions, if if you have them just a sneak peek at some of the things I know some of you are starting to charge, or maybe do charge for a a consultation. That’s something that

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Jeff Wraley: can be sticky. I’ve seen it done really poorly before.

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Jeff Wraley: Where you just throw a you know number out there. You don’t pitch it very well. You don’t pitch the value of the sales appointment of the consultation.

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Jeff Wraley: And you just throw a number out there and you end up killing your pipeline like I’ve seen that done very poorly. Frankly. So you need to be mature about it. You need to understand the pros and the cons in your business. If you want to have a conversation about that, I’ll give you my 2 cents. Not you know I’m not. The world’s expert in it. But I’ve seen a lot of of

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Jeff Wraley: ways to not do it, maybe, and and seems some examples and some scenarios where it makes a ton of sense. We are actually working that into the product which is kind of cool.

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Jeff Wraley: and I know you can do this with other systems, too. I believe it’s stripe, or I’m sorry that

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Jeff Wraley: calendly does this a little bit where you can charge for an appointment.

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Jeff Wraley: you know there’s certainly pros and cons to that. But that’s something we’re working into the pro product primarily because it’s been asked for from from some of our customers. And honestly, it promotes some people to just do this like free, easy

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Jeff Wraley: type of thing and submitting a project video, kind of just orient everything into a way that that it makes sense. So think about this is like a system. And I encourage you to think about whatever your processes with whatever technology you choose to choose to go with

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Jeff Wraley: as a

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Jeff Wraley: hold on, get a phone call from my wife. As a system. Think about it as a system. Don’t think it of it as like.

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Jeff Wraley: just like, Hey, I’m plugging this thing in here. You have to think of this as a holistic system so that you can get your leads in a spot where you can communicate with them effectively.

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Jeff Wraley: you know what’s a problem, what’s not a problem. I know. Certainly there’s people here still doing all this stuff on pen and paper, and that might be fine for the amount of leads that you’ve got coming in. But just think about this is like, as you start to scale.

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Jeff Wraley: you need to have some systems in place, for in order to make yourself effective from the the taking sales marketing into sales and thinking about as a systematic type of process.

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Jeff Wraley: This is another thing we’re working on just kind of sharing a little bit of our pipeline here because we have this slide in here. But we are also experimenting with ways to kind of intercept the lead from a from a just a capture perspective

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Jeff Wraley: putting them the lead into a flow based on a voice prompt so they would get like.

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Jeff Wraley: as in the the

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Jeff Wraley: most simplistic form, it’s press one to go to receive a text and get a virtual quote.

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Jeff Wraley: or start your virtual quote, or start your virtual assessment, and then 2 would be ring through to your your normal sales process.

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Jeff Wraley: obviously pros and cons to this, based on how you want to run things, how your sales process looks right now, what type of lead flow you have? If you know you feel like you’re missing calls and can’t be, you know.

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Jeff Wraley: pick up phone or don’t have a office. Admin this is usually really good. We’ve we’ve got some really good feedback on on how to do this. So that’s that.

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Jeff Wraley: I think I’ve got one more here. This is just another. This is this, all goes to that intimacy, part of things and the speed to value. So this is something that. And again, you can use some other tools to do this type of stuff. But if you do get

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Jeff Wraley: photos or videos in

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Jeff Wraley: we are working on some some tools for you to actually mark up the homeowner, submitted

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Jeff Wraley: Media assets

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Jeff Wraley: so that you can demonstrate your expertise, demonstrate that you know their project. Kind of put that effort forward which again, is like a 2, 3 min thing.

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Jeff Wraley: potentially even comment or add voice drops into their video

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Jeff Wraley: as they’ve sent it to you.

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Jeff Wraley: so that they receive a version of this video back.

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Jeff Wraley: It’s their video with your commentary. Markups. Voice drops

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Jeff Wraley: showing them that you know what they want, building the intimacy and also doing it quick. You know this type of feedback from a contractor

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Jeff Wraley: probably takes, you know, without a system like this takes a good good chunk of time. So all we’re looking to do is increase the speed of value

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Jeff Wraley: and increase trust. So you can sell more deals quicker.

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Jeff Wraley: you know. Get ahead of your competition all that good stuff.

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Jeff Wraley: I should also mention for those that not aren’t familiar.

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Jeff Wraley: Sending videos back which we facilitate in the in the groundwork interface, you can see you can respond with a video.

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Jeff Wraley: just a quick 30 s. Hey? I got your project. I’m sending a link for my calendar and would love to to chat.

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Jeff Wraley: That’s really valuable. And obviously you can do that in a text message on your cell phone. If you’re not doing that.

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Jeff Wraley: you should be

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Jeff Wraley: so think about these things right? Like, what are ways that you can factor in? I don’t think I have. Yeah, I don’t have.

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Jeff Wraley: Maybe this is how how we’ll close it out here.

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Jeff Wraley: What are ways you can factor in all these factors into your sales process

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Jeff Wraley: credibility.

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Jeff Wraley: reliability, getting to people fast

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Jeff Wraley: doing what you say you want to do

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Jeff Wraley: intimacy, getting another their situation as fast as possible.

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Jeff Wraley: and

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Jeff Wraley: balancing your self orientation in the right way.

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Jeff Wraley: I think this group probably does a pretty good job of that, because just the way you’re kind of trained in the shinfoo stuff.

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Jeff Wraley: But I know many of you probably

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Jeff Wraley: either over index

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Jeff Wraley: to

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Jeff Wraley: really not kind of

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Jeff Wraley: closing the deal, which is another whole other topic.

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Jeff Wraley: Not necessarily based on trust. There’s a little bit of skill there that you want to just manage that self orientation so that you can get to the closing step.

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Jeff Wraley: but not screw with the trust factor that you’ve got

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Jeff Wraley: But my guess is that you guys do pretty well in self orientation side of things. But surely some room to grow. That’s what I’d say is.

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Jeff Wraley: you know, we’ve got some tech that helps you do some of this stuff. But these are principles, and an equation to build trust, no matter what, no matter which, what system you’re using, no matter how many leads you have.

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Jeff Wraley: And no matter what trade you’re in.

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Jeff Wraley: these are, these are really really good ways to help. Think about how you can orient yourself, and it goes right along with

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Jeff Wraley: The process of the shin foo. So with that

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Jeff Wraley: I think

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Jeff Wraley: I’m going to open it up to any questions, comments.

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Jeff Wraley: that the group might have. Just unmute yourself or drop it in the chat

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Jeff Wraley: if you have anything for me.

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Jeff Wraley: Alright!

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Jeff Wraley: Alright!

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Jeff Wraley: Well, I am going to wrap. Then I sent my email. If you want to check out.

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Jeff Wraley: there’s the website

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Jeff Wraley: feel free to check that out.

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Jeff Wraley: Any feedback

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Jeff Wraley: very welcomed.

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Jeff Wraley: And you all enjoy the rest of your Thursday. Thursday. Yeah, it’s Thursday.

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Jeff Wraley: and hope to hear from Samia hopefully, is helpful, and enjoy the rest of your day. Thanks, guys.