Oct 16 • General discussion
The second lever of profit....
How much more effective would you be in Sales if you knew the REAL reason your prospect says no?
How much time would you save if you knew when to pump the brakes?
How many more deals could you win if you knew the unspoken objection and its overcome?
What if I told you sales has NOTHING to do with charisma or being a smooth talker?
.....and everything to do with puzzles.
Here's what I mean.
To win a contract we actually have to make 2 sales.
We have to sell the Thesis and we have to sell the Deal.
To sell the Thesis we must convince the client that:
They have a problem
Our solution is the MOST effective for their unique circumstances
Our solution is unique to us
No problem.....no sale.
If they don't believe our solution is unique.....no sale.
If they don't believe it is unique to us......they will shop for better pricing.
^^^^During this stage we aren't talking money. We are consulting.
We are educating.
We may even be debating.
But we are not closing.
Closing begins once we put a price tag to our solution and ask for the business.
Then we have the deal.
To sell the deal the client must understand that:
They are getting what they want
They can afford the solution
The cost of not solving the problem with our solution is greater than the "savings" using other options
Value exceeds price.
The solution is time sensitive.
This happens after we put a price tag on the solution once we KNOW the customer accepts our Thesis.
But here's where things turn into a gamble.....
Because buyers are liars.
Their stated budget could be different from their actual budget.
They may not have the emotional disposition to make a decision if it was.
The amount of the money may cloud their ability to think logically.
That's why during the close, you are playing chess.
During the Thesis, you're doing the talking.
They are asking questions.
During the Close, you are asking the questions.
They are doing the talking.
.....and in a negotiation whomever is asking the questions has the leverage.
So the game is asking leading questions that are calibrated to not cause the prospect's guard to go up until they have accepted the 5 points we need to close.
Then you drop the hammer.
In the form of questions.
Here's what I mean.
In our proposal from Slide 1-7 we are merely proving our Thesis.
Slide 8 (The benefits slide), anchors and frames our solution as a unique and incredible value via implied guarantees around speed, certainty, convenience and risk.
Slide 9 is what the client came for. This is the projected budget but it must be uselessly wide....but able to defend. If you make the range to narrow, you are providing certainty for free.
And that's incredibly stupid because we sell a design or project development package TO PROVIDE CERTAINTY.
Slide 10 is where we provide the price to our solution they accepted they need in the Thesis.
Now we start closing.
Slide 11 we leverage scarcity of the next step in order to set up urgency NOT ON THE FIRST CLOSE but on the second.
If you're smart, you have a date that works with their desired schedule and one that is way outside the possibility of waiting for you.
Laydowns are going to laydown.
Save your bullets in the gun for objections.....
Now when they say "I need to think about it" 98% of the time.....this is where 40% closers separate from your weak 15% close competition.....
BTW--plenty of contractors close above 40%. But they are too cheap. If they aren't paying themselves at least 10% of revenue and have another 10% of revenue as a dividend after all taxes and bills are paid for the year.....they are too cheap.
It takes an contracting business expert to hit those profit numbers and hold a 40% close.....and we are going to discuss what to do when they say "I need to think about it" right now.
Tomorrow we'll talk pricing strategy to hit a 20%+ of revenue take home income like the legend @Rich Lee.
So when you get hit with "I need to think about it"....
When we are closing The Deal you never disagree. You are only allowed to ask questions.
Of course, I didn't expect you to make a hasty decision. This is a big deal and needs careful thought.....When were you thinking of getting back to me?
They give you a fuzzy date.
No matter what you politely say you wish that would work and set the appointment 7 days+ out with two options.
This is called the hedgehog. The client just rejected you. Now you are taking back the power dynamic with this move.
Now you let them off the hook thinking they are getting rid of you.
This gets them to drop their guard.
Then you make mention you have one last concern.
They eagerly anticipate what comes next.
You state you sincerely doubt the next step (whatever yours is) will be available by (follow up appt date).
And you ask them if you can't get to them until the date thats way past when they want this done, if you're even a viable solution.
They will say no very alarmed.
You'll ask if they are open to an alternative.
They will say sure.
Now you have created a new problem and set the stage where they are asking for a solution.
Because asking for the business to the same problem without a changed solution is just begging.
You are not a simp. You are not thirsty.
One problem. One Solution. One ask.
So now you will tailor your terms of the solution and remove all risk to the client.
In our role plays you'll see how I and every other successful RC does it.
But you still need to collect money.
I just prefer to frame this as a refundable deposit.
Because people write checks to solve problems.
They will justify writing the tiny check because it is refundable.
But in their lizard brain they already solved the problem.
And the next guy will have to not only demonstrate a better cheaper solution, he also has to get over the inertia the client wrote you a check and the client really won't want to ask for their money back.....
If they still say "I need to think about it" after you removed risk it is due to 1 of 3 things:
They are scared of the budget range (no deal)
They need more information that they will only get from our Project Development Package
(no deal today-one more bullet to fire)
They are scared to make a decision (we'll get the deal dropping the hammer)
So drop the hammer.
In our role plays you'll hear me ask 4 calibrated questions that the customer agrees the solution is perfect tailored fit and there is no risk in stroking that refundable check.
We call this The 4Q Close
If they STILL say no after the 4Q....
You now know they are broke (no deal)
or need information they will only get if they pay for it
(we'll create a new problem-solution-offer in the next 48 hours to feel like an afterthought instead of a planned counterpunch)
Anyway - if they say no to the final counterpunch (or Design Challenge Offer) ....you know they are broke or have a pet contractor and you were just being used as a backboard.
Knowing this will save you 10 hours over the next 2 months chasing a ghost.....
And even if you have the personality of a wet mop....as long as you are a confident wet mop....you're going to close 30%+ at top margin with this system.
67+ contractors over the last 3 years have proven it.....
If you have any questions, let's go 1-1 or come to Office Hours or Sales School and let's get you trained up.
We're in for a dry Q4 after a dry Q3….
but I expect more "rain" than usual Q1/Q2 of 2026......
So let's sharpen the sword to take as much market share as possible......
Choose control y’all…
Lane
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The second lever of profit....
skool.com/contractor-college
Custom systems, tactics and strategy for Contractors from 0-1 million, 1-2 million, 2-4 million and 4-8 million.
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