KickStart: Use “Silent Selling” with subtle, routine exposure to orient homeowners on their Additional Service Options.
Seems like I am constantly raining ⛈️ on home service entrepreneurs’ parades! Well, git yer umbrellas out 🌂☔☔ because here comes Downer Steve 🥹 with more bad news…
You are, at best, only breaking even on the main residential service you offer.
Yep, the service you are known for is probably a “competitive bloodbath”! Sure, it pays the bills… barely. But your profit margins suck thanks to all the “Pickup Sams” who will work for beer money. 😯
The highest and best profits in this industry—regardless of your specific trade—are in what I call “Additional Service Options”. I know, it’s time for a “Say what, Steve?” 🤔 But first a…
😡 Steve’s Rant Time!
A common term in our residential services industry is “upsell” as in getting into the home and then promoting and/or even pushing the homeowner to buy more services. UGH! Let me be clear…
High-pressuring clients in the inner sanctum of their home is unethical, immoral and unproductive! 😡 Agree with me? GREAT! I’m glad I got that out of my system! So…
Here’s why I hate and despise the phrase “upsell”. Remember, words are important- they send a message. For example, when you ask a tech…
“How much did you ‘upsell’ Mrs. Jones?” Here’s what Charlie hears, “How much did you pry out of the old lady’s Social Security check?” This is BAD!
When your home services business uses the phrase “upsell”, and even worse internally promotes this practice, what will your company become known for? HIGH PRESSURE! 😢 “Live by the sword- die by the sword!”
Sure, I am a huge proponent of gently OFFERING more services to be done while your crews are on-site. However, instead of “upsell”…
I much prefer the less confrontational term “Additional Service Options”.(ASO) This beautiful acronym, ASO, doesn’t have all the nasty, negative baggage of “upselling”! ☠️ (YUK!)
The “Used-Car Salesman” Trap
Your challenge? Getting your technicians to sell these wonderful (for you AND your client) ASO’s! (Most techs want to fix the problem and git out of town, not stick around peddling upgrades.)
Meanwhile, homeowners are hyper-defensive; they can smell a scripted “upsell pitch” the second your tech opens his mouth!
But hey! I’ve got great news! Your techs don’t need aggressive scripts to dramatically increase average invoices (and their paychecks) on their daily routes.
Instead, your company just needs to silently PRE-ORIENT the homeowner on their ASO choices by using…
“Silent Selling” Tactics for ASO’s
Here’s how to pitch your Additional Service Options (ASO’s) without alienating the homeowner and/or stressing out your crew:
Equipment Placements: Back in my carpet cleaning days, I slapped Scotchgard logo stickers right on my corner guards.
The result? Every time the customer walked down the hallway, those plastic guards were silently pitching the Scotchgard carpet protection ASO upgrade.
The “Curiosity” Button: Have your techs wear a simple button or pin on their uniform. For example, a HVAC pro wearing an “Ask me about smart thermostats” pin, a plumber with an “Ask me about whole-home filtration” badge or a carpet cleaner with, “Ask me about Scotchgard”!
The result? The invitation “Ask me…” shifts the psychological dynamic. Now the homeowner decides to ask the ASO question. This way your client feels in control, so their “upsell guard” stays down.
Pre-Arrival Priming: Are you already emailing appointment verifications? 👍 If so grea! But now just tweak this email to include a “How to Prepare for Our Visit” checklist the day before the appointment.
The home run? In your email embed links in a banner highlighting your ASO’s. (Each ASO should be clickable to their own landing page.) Now your client will investigate their options before your tech pulls into their driveway.
Strategic Paperwork: Put your ASO service logos on the back of your clipboards or as the background on your pricing tablet. If you run a pest control route, put a bold termite-prevention ASO graphic right on the leave-behind folder.
The result? If you’re a student of marketing you’ve ran across the letters “TOMA”. (Top Of Mind Awareness) “Say what, Steve?” TOMA means giving prospects multiple subconscious impressions to nudge them to ask about your ASO’s!
WARNING! All these fancy-pants, subliminal “Silent Selling” tactics will only go so far in actually getting to YES on ASO’s with a client! This leads us to…
Steve’s Low-Pressure Close
All the above visuals plant the seed, so your tech doesn’t have to break the ice with an awkward cold pitch that they hate delivering!
Remember, the homeowner is primed, so your tech just needs to make one low-key, thoughtful comment as they work on an area or item that could use an ASO.
“You know, Mr. Smith, while I’m already here, this [insert area or item] could sure use [insert ASO]? Have you thought about [list out the feature/benefits of the ASO]…”
You will be amazed how many people simply say “YES”! 😎
Next Week: Do the right thing AND get 5-star reviews