May 28, 2024
Replay - Do Electrical Differently (White van scam)
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Can mastering your electrical business branding transform your success? Absolutely. Join us in this episode of Electricpreneur Secrets, where we unveil the secrets to standing out in a crowded market. Joe shares his personal journey from the humdrum days of a generic white van to the game-changing impact of professional branding, influenced by Dan Antonelli's stellar van wraps. We'll explore why having a clear vision, coupled with targeted marketing, can elevate your brand above the rest. A vital Jim Rohn quote anchors our discussion, reminding you of the importance of planning to avoid falling into someone else’s.
Specialization is key to skyrocketing your business, and we'll show you how. Hear how focusing on generator installations not only catapulted Alan to an impressive $80,000 in sales but also established long-term customer relationships and trust. We dissect the benefits of niche marketing, revealing how specialized branding can set you apart as an expert. Further, we provide actionable strategies to master sales, simplify pricing, and deliver top-tier service. Embrace the mantra "niches get riches" and learn how premium service can translate to increased revenue and sustained success. Tune in for insights that promise to refine your approach and help you thrive in the electrical market.
WEBVTT
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hello, hello, hello.
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Welcome back, happy tuesday.
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This is another episode of electricpreneur secrets, the electricians podcast, where a couple of electricians with business addictions keep showing up five days a week without all the fancy shit like uh, what did we say last week?
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Uh, kitten meows and cow moose and cow mowing.
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Yeah, there's no really on that one audio effects sound coming in.
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Any of that, it's just me guess what.
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Nothing new to see here.
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But we've got this big topic that's going to help you master sales, simplify pricing and deliver premium level electrical service for your clients and help you build the business of your dreams instead of someone else's joe.
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How are you doing today, brother?
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dude, dude, I am doing absolutely amazing.
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The kids are finally sleeping a little bit better.
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I'm actually trying.
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I mean the bags, they're starting to disappear a little bit, right, even with the lighting that we got.
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I'm loving spending the time with the family.
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It's been everything that I've wanted to be.
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Once again, mel, if you're listening, you're an absolute 10 out of 10.
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And I love spending the extra time with you.
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Amazing man.
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I love that your wife listens.
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I'm still trying to get mine too.
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You know, it's one of those things where I want to say something special is that Melanie has been with me from the very beginning, From when I was still out on construction jobs before I ran my own company.
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She was there with me when I was running it and working a night job to pay for the materials on that company.
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She was with me when it was great.
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She was with me when I sold it.
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She's here now.
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It's just.
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I could not have asked for a better life partner to really rally behind me.
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She's always been there for me and I'm so grateful for her.
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That's awesome man, super proud of you.
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Love your family, of course.
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Hello, mel, I'm also saying hi and acknowledging you this morning, so let me get right into this.
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Joe, doing electrical differently and the white van scam that's what we're calling this today.
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And really, guys, we're agitating this topic again of niche marketing and really appealing to a certain clientele, of niche marketing and really appealing to a certain clientele.
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But we already started with a little tie back to the vision and I just was so close to a Jim Rohn quote that I cannot resist.
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Would it be wrong for me to roll that out?
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No, it wouldn't be wrong, and I love that you even went for my clothes to do it.
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You own that clothes.
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Now we're going to fight.
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No, you brought it to the game I admit that.
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Okay, jim rohn.
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So here's how it went.
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You gotta have a plan or you'll fall into someone else's plan, and you know what someone else has planned for you not much.
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That quote is freaking huge man, and I see that almost every day and it reminds me of the one on my wall.
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I I've got this painting that I actually got it printed off on a canvas this kid with the rocket ship wings and they're made out of cardboard and in the shadow it's an actual rocket taking off and it says if we can hold it in our minds, then we can hold it in our hands.
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Whoa, all right, that's a nice one, yeah, man.
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So how does this tie into our topic?
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Well, let me explain.
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When it comes to your vision and realizing that vision, you ought to market and sell towards it too.
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If you don't, and your marketing is general, like we discussed yesterday, and your van is white with lettering and you don't stand out and you don't show people what you're even aiming for, how could you ever realize it?
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And you won't.
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And even more than that, if I can dive in a little bit further, I want to kind of say something that Dan Antonelli did, because he actually put out a picture that really, really stood out.
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That, I think, will highlight this.
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It was in front of a supply house, it was a whole line of white vans and it was like this electric, this HVAC, this plug, it was just random, generalized people.
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And then there was one van that he had wrapped, that was dead center, that would just popped and you're like wow, it was like the center point of everything.
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And I feel like that should be our marketing, because if you can think about all the white vans that drive past you, how many of you can remember the name on the van two seconds after you drove past it?
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Not amongst all the other clients, yeah.
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So, what would your?
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clients do.
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Yeah, really, this comes down to differentiation and if you want to be different in this world, one of the best things you can do is show that you're not taking shortcuts, show that you're not cheaping out, that you're not shortchanging people.
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Right, I've experienced around electricians.
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You'll hear some guys go like oh, you went to kick charge and spent whatever 10 grand, 15, 18 grand, depending on the package or whatever you're going for with the wraps and everything I don't know the packages, dan, I'm sorry not giving your pricing away, but on the other side of the argument is the guy that said I went to Fiverr and hired someone out of country for $120 and I got my logo, and so you guys got ripped off.
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Hang on a second.
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There is value in quality work and big investments in yourself and in your brand and in your identity and in your differentiation.
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Please jump in here, help me.
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I was that guy.
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I'm just going to say that was me when I first started off.
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I remember my partner and I literally decaling our vans under a bridge with a hairdryer because it was raining that day and we had to get our vans decaled because we were going to a job.
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I've been that guy and I can tell you the difference between a person.
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After we got a little more money and we got fully wrapped vans it was a night and day difference.
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So you're right.
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For some of you, yeah, that fiber plane will work.
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You have 100 bucks to your name.
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You're getting $300 a month salary.
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I get it.
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But if you're making more than just the bare minimum, scratch it's a huge return on your investment.
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To just make sure your marketing is targeted in the right direction.
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And to be fair to everyone who's still building up or recovering from any situation that you may have found yourself in, let me be clear it's okay to bootstrap.
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In fact, I recommend it.
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We're trades people.
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You don't need to borrow money, you don't need investors, you don't need any fancy shit.
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You just need to act as if Show up with the best you can right now.
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Right, if you can't get new boots, then clean your old boots.
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If you can't get a new van wrap, then do your best to clean up the van and make it look as good as you can for now.
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But when you show up to the door, when you show up for your customers, when you show up in your marketing, everything that you can do to look and act as if be the million dollar provider, be that premium service level in your head, own it, picture it, visualize, hold this vision so true that it's already there and it's just a matter of time before your cash and the checks that pay for that.
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Anyway, we've seen.
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It's really amazing, right?
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So superpower here now.
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The reason I added the white van scam is this is a story I've talked about before, but I gotta share it.
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There's literally a known scam attached to white vans why, why would they just attach it to a white van?
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because anyone can just go rent a white van.
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If your logos are just magnets on the side of your van right now, or truck car or whatever you're rocking, know that that looks and could be perceived as a scam, please go ahead.
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I also was that guy, but it's true.
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We literally had a Honda Civic with a magnet decal because we were too poor to own a van.
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So the thing is is that it may work if you're literally making nothing but just know that it literally lines up?
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Clay's saying 100% truth If you look like you're bootstrapped, what kind of value can the client really believe that you're bringing to the table?
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It's such a weird concept to think about.
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But if they want you to arrive as a 10, are you thinking that if you showed up in the driveway in what you're already driving, driveway in what you're already driving would that make you a 10, a five, a one?
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Look at it from your customer's perspective and you'll find you have better understanding than if you paid someone to market for you A hundred percent.
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In my case, the white van appealed to me and my big fancy truck.
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We pulled over and he ended up selling me some knockoff stereo equipment.
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It was a scam.
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I actually negotiated the price down and didn't do too too bad, but it was a scam.
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It's what they call a white van scam.
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It happens to people and they can play off different things Besides the point.
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You don't ever want to represent that you want to go and represent wholly the vision, the mission that you have to help homeowners, because without you they're helpless and they're hopeless to find good help Without us premium service providers out there trying to do the right thing, right Actually, building companies that can afford to be sustainable and put food on the table for families, whole families that you employ, or one member of a family that gets to be the breadwinner because they work for such a great company, not to mention the family that you serve today that gets to have dinner at their nice table and their nice home and their nice electrical system.
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That's safe.
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Like am I wrong for saying this, joe?
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No, the thing is, way too many people don't factor in those concerns.
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They think of it as customer.
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Called me for this, joe.
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No, the thing is, way too many people don't factor in those concerns.
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They think of it as customer.
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Called me for this.
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I'm going to show up.
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I'm going to do the same thing.
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We're going to ask for an apples-to-apples comparison.
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But no, it's more than that for so many of us.
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When we truly focus on how can I serve them, how can I truly be a five-star experience, how can I be a white glove service provider, you'll find that those niches open up to you and, as Clay says, niches get riches.
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Niches, do get riches, joe.
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I'm going to say something else.
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There's a little book and it's a nice book.
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I really enjoyed this book.
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It's called Blue Ocean Strategy.
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I can't even remember who wrote it, but here's the principle.
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Maybe you don't even need to read it after this.
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A blue ocean is what we're in.
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It's an area where there's no other feeding sharks.
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Every electrician who's aware of what we do, who is a home service electrician that wants strategic and specific support with electrical sales, building their offer up and that support system to help them troubleshoot and really make the most of it so they can build the company of their dreams.
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Every electrician that's aware of this and that understands that there's nothing else like it.
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That's what makes this a blue ocean.
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Niches, get riches, because there's no other choice over here.
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In your case, you might decide well, I would be a generator specialist, or I would focus strictly on LED retrofits.
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Or, as we uncovered in a class earlier last week, you could just be serving a certain type of client, like celebrities, millionaires.
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You can niche in, speaking to the exact problems that a certain target has, and that's what makes you powerful, and that's what makes you stand out and that's what brings you back to the blue ocean, opposed to the red ocean, where everyone else is fighting over the same clients, like that Google race to the bottom we talked about yesterday and please don't get me wrong, joe everyone should have that stuff active and the clients that come from that are still worthy of serving at the highest level, at least, providing you qualified them right.
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But should that be where all of our money, time and energy is spent Absolutely?
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not under no circumstance.
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Because imagine like this for all you fishers out there, I'm going to pitch something for you, or should I say, cast something for you.
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Cast nice, touch nice touch.
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So imagine that you were a fisher.
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I love to fish.
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It's one of those situations where you need to know where you're placing it right.
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If you're searching for walleye, you don't go and throw it like you're fishing for catfish.
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If you're looking for bass, you have certain hooks.
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Or if you're going for trout, you'd go with a certain spinner.
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You know which kind of fish you're trying to catch, so you target your lure to match that fish.
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Why are we not fishing?
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Why are we throwing it with a weight and dragging it along the bottom, just trolling and saying, oh, nothing's biting, this ocean's empty.
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No, pull it back up, look at your hook, say is this a compelling hook?
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Would I eat this if I was this fish?
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And then throw it where you know they are?
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That is how marketing should work definitely so.
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For those of you, um, wondering why this isn't so evident in your area.
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If we're talking about this and it makes so much sense to them, why aren't I seeing it?
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It's there, it's just far fewer people are doing it because we're not educated on marketing.
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There's something called recency bias.
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If you buy a red Toyota all of a sudden, what do you see everywhere?
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Everywhere red Toyota, and I saw the exact same thing.
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I remember the first time I bought a car it was a honda civic blue honda civic, and after I bought that I'd never seen a blue honda civic before.
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But now I saw blue honda civics everywhere.
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It was insane tesla's right talk of the nation.
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I didn't see any teslas until a couple years ago.
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Now there's literally 50 million in every block of this city.
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That was a slight exaggeration, of course Ever so slight, but regardless, if you start paying attention to who's actually specifically standing out, you might even begin to recognize that you didn't even realize that generator team was an electrician team.
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You might even begin to realize you never even considered they were your competitors.
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And that's the point.
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That's where you want to be too, because if someone's looking for a generator, who are they going to call?
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They call an electrician.
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Or are they going to call a standard general electrician or the generator specialist?
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They're going to call the specialist.
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Because imagine this like if you had two business cards side by side and one says industrial, commercial, residential, agricultural, and the other says I'm a generator specialist and you're looking for a generator, they're going to go to you and just the card alone would have credibility.
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It's like, oh, I can work with this guy who does everything.
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Or I can work with this guy who literally eats, sleeps and breathes what this is.
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I'll even pay more to get that guy to do it, because I trust that he'll do it better than someone who touches on everything 100%.
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And I got to say right now we're not going to push anyone to become a generator specialist.
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There's many ways to niche and you get to decide that from a framework that we're going to actually release and give away again on action wednesday for free, okay.
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But here's an example of one area of success of this.
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One of our clients, alan, came in and had not done generators before, was somewhat nervous about doing them because he hadn't established really that level of confidence in his expertise and so they just really didn't sell them.
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Working with you, in just a few months time he's now at eighty thousand dollars in generator sales roughly just a few months and in his words, that's not something we would have been able to do before.
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This time with you guys.
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Okay, awesome.
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I remember the first celebration.
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There was a photo with the handshake with this homeowner with the first portable jan installation.
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Awesome man, awesome, awesome.
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But here's the thing.
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Some of you may be listening, or some of you may have heard other people say, just like we did when we advertised our generator workshop a few months back well, generators aren't profitable.
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You can't make money on generators.
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I love this one.
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This makes me so happy.
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Three of our clients last week installed generators and they averaged over 80% profit.
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Is that just us, joe?
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No, and the reason being is that it's not even that.
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It's even more in addition to that 80% profit, because when you establish yourself as a generator specialist, you are now utterly immersed in this home.
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In order to do the maintenance, you have to go inside and do the load test, which means you're checking the panels, you're checking their circuits, you're going through their whole home, you're their exclusive electrician for the next five years as you're maintaining it.
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You're offering first-class membership so that you're the go-to person that they call at all times.
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You're installing the mobile notification system so you can say I'm even watching it for you, so if it goes bad, I can come back and we can have a stipend for extra services.
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I'm installing the winterization, the electronics protections, the elevated bases.
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I could go on.
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There are so many freaking things about generators that are more than just the install, and every touch point beyond that install is another way of you serving your client at the five-star service that you'd come to expect from someone who works with us.
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And a client that connects with you on that sale and on that installation and gives you the five-star review often ends up being a client that sticks around with your maintenance package, your club membership, deals, your warranties right.
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What are the chances they're going to call you back for more than just generator work?
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It's going to happen because if average person calls an electrician between three to five years that is the industry metric you need an electrician.
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You'll call one every three to five years, sometimes as long as seven.
00:18:28.759 --> 00:18:32.295
But you know for a fact I've got five years of maintenance with you.
00:18:32.295 --> 00:18:35.742
So the first three to five years I'm your guy.
00:18:35.742 --> 00:18:37.757
I know your home.
00:18:37.757 --> 00:18:41.780
I know it better than the person who built it, because I went through every outlet.
00:18:41.780 --> 00:18:43.013
I went through every switch.
00:18:43.013 --> 00:18:47.056
I've tested it, I've been in your panel, I've been in your system.
00:18:47.056 --> 00:18:48.696
I know your family.
00:18:48.696 --> 00:18:51.219
I know what we're backing up and why we're backing it up.
00:18:51.219 --> 00:19:00.590
How can you tell me that you would decide?
00:19:00.611 --> 00:19:03.075
to call a stranger over the person who has lived in your home for the past three years.
00:19:03.075 --> 00:19:11.385
More trust, more referrals, less marketing expense, more revenue, more sales, greater sales, more profitability.
00:19:11.385 --> 00:19:13.972
The list goes on here, joe.
00:19:13.972 --> 00:19:19.999
But seeing as we're really addressing this white van as well, what happens when we get that wrap?
00:19:19.999 --> 00:19:32.640
Now, once we build that confidence in our niche and we start putting that stuff right on the skin of our billboard, can you talk a bit about your experience with that and what was on your van wrap as a generator specialist?
00:19:33.553 --> 00:19:37.160
Ah yes, Just a few minutes off, then we're going to hit the action items and close this one out.
00:19:37.930 --> 00:19:38.813
All right, this was a fun one.
00:19:38.813 --> 00:19:39.957
You're talking about the logo on it.
00:19:39.957 --> 00:19:46.590
Yeah, man, yeah, that was a fun situation, okay, so this might be a little sneaky, but I thought it was really, really cool.
00:19:46.590 --> 00:19:49.073
So we specialized in both Generac and Kohler.
00:19:49.073 --> 00:19:49.634
That was our thing.
00:19:49.634 --> 00:19:51.454
We believe that Generac and Kohler that was our thing.
00:19:51.454 --> 00:19:55.897
We believe that Generac was the more economy brand, kohler was the more premium brand.
00:19:56.618 --> 00:20:00.182
But we did recognize that Generac is the most known brand.
00:20:00.182 --> 00:20:03.784
It's almost became synonymous with Xerox.
00:20:03.784 --> 00:20:07.707
A Xerox is a copier, but you could buy other non-Xeroxes.
00:20:07.707 --> 00:20:12.836
So we would have the Generac logo on the driver's side door.
00:20:12.836 --> 00:20:17.684
Because what would end up happening is, as people would walk through the door, they would see Generac.
00:20:17.684 --> 00:20:23.603
Now, they wouldn't know Kohler, but they would know Generac.
00:20:23.603 --> 00:20:25.876
So when they said, oh, do you do Generacs?
00:20:25.876 --> 00:20:30.778
I could say, well, let me ask you a question Are you looking for a Generac or are you looking for a generator?
00:20:30.778 --> 00:20:37.420
And then it opened the floor for people to now be like oh well, I didn't know, what else do you guys do?
00:20:37.420 --> 00:20:41.111
And we sold more Kohlers advertising through Generac.
00:20:43.134 --> 00:20:44.357
Kohler just called.
00:20:44.357 --> 00:20:45.240
They're thanking you.
00:20:45.240 --> 00:20:51.559
Generac just sent us hate mail and is really angry at your strategy brain there, man.
00:20:51.779 --> 00:20:56.932
That's a huge strategy, but it really highlights what's possible in marketing.
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