Charge More For Your Services

Learn How To Use Improved Call Handling Strategies To Charge More For Your Services!

As a local service business, it can be annoying when you get price shopper phone calls. However, the reality is that we are ALL price shoppers! Don’t shy away from giving price quotes and estimates over the phone, because that is what customers really want. In this episode we’ll cover some of the best tactics and strategies we’ve uncovered to handle price shoppers, and convert them into great customers while your competition turns them away!

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  • Best practices for new customer call handling to convert more prospects into new customers
  • How to quickly instill confidence in new callers and win them over
  • Tactics to identify “price shoppers” and quickly convey your value
  • Leveraging a call handling script to funnel customers into your sales process
  • Why price checking your competition is so important
  • How to use text message follow up’s to convert more prospects into customers
  • The 3 R’s – Referrals, Reviews, and Repeat business
  • Using the “bookends” price quoting method to give an estimate to every single inquiry
  • How the “bookends” price quoting method builds confidence and converts more customers
  • How to “tell” a customer you’re going to follow up, instead of “asking” them
  • How to avoid providing free tech support and wasting time on the phone for DIY callers

Thanks for Listening!

Here is the transcription from Episode 12 – Charge More For Your Services and Close More Customers With Improved Call Handling;

Bob: Hello everyone, welcome back to Local SEO Tactics. Jessie Dolan and Bob Brennan.
We’re going to be talking to you this week more about handling phone calls, and again,
kind of that after somebody has found your website, after your SEO has worked, and
they’ve engaged with you. How to turn those into good customers, get some ROI on all
this marketing that you’re doing. And you’re going to start to move the needle through
your business.

We talked a little bit last week about some call tracking software, how to implement
that into your business to really help gauge what’s working, test some things, and get a
good baseline on what’s happening with your business, your marketing, whether it be
web-based or other medias as well.

Today, we’re going to take kind of that next step in that conversation, and we’re going
to talk about how to handle those phone calls and some good processes that we found
internally in our service businesses here in the Twin Cities, and with hundreds of our
customers across the United States over the past years for all kinds of industries.
The things we’re going to be talking about here aren’t particular to any one product,
service or industry niche. This is going to be universal to all you guys to apply out there.

Bob: Yeah, I mean processes are important. I think that the key thing in processes is really
getting in the mid of the customer and having some empathy, and understanding.
You’ve used this phrase before, and I think it was very true, is the first thing you have to
fix the customer, then fix their problem.

We’re all under stress, we’re all over-worked. Our furnace goes out, you’re staying home
from work to get it fixed, and you want to call somebody that can give you a price, that
can give you a feeling that they know what they’re talking about. Nothing’s worse than
calling somebody and they’re just waffling. They really don’t know. They’re not instilling

Really, at the end of the day that’s what you have to do, is instill confidence in these
people, take it down a notch, and then once you’ve done that, you can give them a
price. I just think it’s really imperative that you and your team develop that skill. It’s one
that takes time to develop and hone, so to speak.

Jesse: I think you’re hitting on the first place where you start is, you gotta understand that
you’re fixing that person first.

Bob: Right.

Jesse: They’re calling you, usually again, we’re talking on the context of service business here,
but also if you have product you’re selling. As long as it’s not the latest, greatest widget
they’re just looking to get. They’re coming to you for a need, to solve a problem, provide
a solution, help them get out of a jam, or fix something. They’re calling you, you’re the
expert. They’re already in a tizzy, and something’s wrong, they’re looking for you to fix

So, exactly like you’re saying, you don’t even have to win them over on that price, and a
lot of stuff right off the bat. They just want to know am I in the right spot. Do you
understand what I’m talking about here? Am I talking to the right person or not? You
started there, and you fix them, kind of get them calmed down. Then, you can address
their problems. But first, it’s person to person.

Bob: Yeah, I mean they want to know that you’re familiar with their type of product, whether
it’s a type of car, whether it’s a type of furnace, and that you have the ability to
understand what they’re going through, and give them that feedback and just say, “Hey,
I’m really sorry you had that happen. Let me see what I can do,” and then give that
feedback and that assurance that you can solve their problem.

And you can’t really fake it. If you’ve never done that type of business, well you’re going
to have to go through your lumps to get to a point where you can do this properly.

Jesse: That’s right. I was just going to go how many of us, I think it’s all of us, have had these
two scenarios. One, where you’re talking to somebody and the response you get is, “Oh,
I’ve never seen that before,” or, “I’ve never heard that before.” On one hand, right
there, okay, that doesn’t do much for your confidence. You’re already starting to
question your decision making that led you to this point to engage in this person.
But on the flip side, if somebody is like, “Oh, yeah. People ask us about that all the
time,” or, “I’ve seen that a bunch of times,” how that makes you feel, you know as the
person seeking that service, you’re like, “Okay, good. I don’t have to try to explain any
further what’s going on here. This guy/gal gets it,” and you’re on to the next step.

Bob: Right, and it’s tough to do. I mean, again, we’re all busy. You’re answering the phone,
you’re stressed out yourself, and that’s something, too. People can kind of pick up, and
you’ve got to be able to take it down a notch and just stay calm and whatever, and for
somebody like myself, I’m more ADD, and just kind of go, go, go, it’s just hard to bring it
down into that first gear, if you will.

Jesse: Yeah, again, fix the person first. Calm them down, get established. Depending on the
context, and the product or service that you’re selling here, different circumstances, but
get them in the right frame of mind so you can communicate to each other, and really
not only give the accurate information, but I think if we’ve all been in a stressed out
situation, your recollection of things … If somebody is telling you all this stuff, and
you’re not paying attention because you’re stressed out trying to even figure out what’s
going on or whatever, so you just calm them down. Like a good 911 operator or
something, just have your questions ready.

We talked a little bit in the previous episode about scripting, you know, that kind of stuff
is important as well for this. I can’t underscore enough, first things first, worry about the
person. Get them comfortable, bring their stress level down, and now you can engage
with them, and their mind is literally going to change.

Bob: A lot of our customers will use a deal that, “Hey, I get a lot of calls, and there’s a lot of
price shoppers.” Well, guess what? We’re all price shopping.

Jesse: Yeah.

Bob: So you’re going to lose every time if it’s always about a price. It’s your job as the
business owner to innovate and bring value to the customer, and figure out a way to …
Your price is your price, but you just gotta defend it in a way that you can’t just say,
“Well, I’m the best in the industry, and this is my price.” You have to say, “Hey, we’re the
best because we’ll get you in and out of here in this amount of time. We guarantee our
work. We’ve got a wonderful lounge for you to wait for while your car is getting ready,”
or whatever the case is.

You’ve got to figure out a way to value add it in such a way that you don’t go broke,
obviously, but in a way that is a real value to the customer. You have to politely be able
to say that up front. What I usually tell my team is when somebody says, “Okay, what’s
your price to do this,” say, “Just so you know, we do it in 15 minutes. You get free coffee
and donuts,” or whatever, “While you’re waiting.”

Jesse: Yeah, whatever the benefits are.

Bob: You’ve got to give those benefits up front, and then deliver the price.

Jesse: Right.

Bob: They still may hang up or move on, and there’s other dynamics here in the process that
we can talk about, which isJesse: Then it goes back to the script.

Bob: Right.

Jesse: Once you figure out what works, and again, certain questions are going to be asked
anyway. In your case here, the mock scenario, when somebody was asking what the
price was going to be, and you’re instructing your team to … One of the first things to
say is, “What’s the turnaround time going to be?” Right?

Bob: Right.

Jesse: Well, you know darn well they’re going to ask that as a second question, right?

Bob: Mm-hmm (affirmative).

Jesse: So, I think a couple of things to point out there, what happens with that script, if you
will, is number one, you’re starting to answer these customers’ subsequent questions
before they even ask them. Again, you’re an expert. You know why they’re calling,
you’ve dealt with people in their shoes, and that’s helping that whole process. Secondly,
if they truly are just price shopping, and looking for that lowest bottom end price, you
want to give that distinction of what makes you different, because they’re going to call
around, and for most industries, come on, the prices aren’t like crazy different across
the board from business to business.

This is your shot to tell them what makes you different. It can be a little weird. Again, we
talked the last episode about call tracking and scripting. It can be a little weird, it sounds
forced at first. When somebody asks you for price, your initial reaction is just to tell
them the price, instead of saying, “Well, here’s how long it takes, and here’s what we’re
doing while you wait.” That sounds a little artificial, but trust us, it’s well worth the
effort. When you listen to these calls back, if you’re doing the call recordings, you’re
going to hear how these customers engage and respond.

You might cringe a little bit at first, like, “Ugh, it’s taken us 20 seconds to get to the
price.” You’re going to have so many customers that happier, the phone calls are going
to be shorter because these other questions they would have been asking, they already
got the answer for, and it really kind of disarms them. That might not be the right word
that I’m looking for, but it kind of, again, just brings that stress level down even another

Bob: Psychologically, they’re interviewing you. Right?

Jesse: Yeah. Right.

Bob: Yeah, they’re asking for price, but really, psychologically, they’re saying, “Do you really
know what you’re doing?”

Jesse: Right.

Bob: And that’s … They want to know that they’re taking their problem to the right person.

Jesse: Right.

Bob: It’s really kind of the reason you want to do that, is if you can answer a person’s
questions before they even ask them, that’s an indication you know what you’re doing.
That’s the big question you need to ask yourself, if you’re not converting these, why am
I not converting them?

Well, you’re not answering their real problem before they even ask it. I know that’s kind
of woo-woo, but you really gotta get into that, and that’s by, again, listening to the calls,
you’ll begin to see a common thread, what questions are they asking. When you do
answer that question, are you answering it the way they want to hear it?

No, we’re not? Okay, what do we gotta do to adjust to that? Sometimes, again, it
doesn’t mean you have to lower your price, it actually means you can raise your price
because if people want their car fixed, if you’re getting all these cars when people want
their car fixed now, you find this common theme. Give it to them. Fix it now, but double
the price, or increase the price, or whatever the case is.

At least experiment with that, and that’s where you’re going to go through this process
of saying, what if we do this? What if we lower our price? What if we raise our price?
What are the results?

Jesse: I think, too, on that particular topic, in handling these calls, of price, which again, it’s
going to be a part of every conversation. When we say that, we’re all price shopping. It
doesn’t mean we’re all seeking the lowest price. It means we all want to darn well know
what the price is going to be though, right?

Bob: Right.

Jesse: We all want to know what we’re going to pay, so matter of fact, we’re all price shoppers.
A very good tip that we give all of our customers, and our teams internally here is, price
check the competition. Another layer you can add to this … If I call Bob how much to fix
my car, and he tells me it’s $200.00, okay that’s one thing.

Now if he tells me, “We’re going to charge you $200.00, and then we’re going to turn
that around in 12 hours for you,” and all the local shops around here, their prices are
going to be between $200.00-$250.00, but X, Y, Z, but A, B, C, or things like that. Again,
these customers are probably, not always, if you’re knocking their socks off, they won’t.
But probably, they’re going to call to some other places.

Bob: Mm-hmm (affirmative).

Jesse: Put yourself in the scenario of that customer. If maybe you weren’t the cheapest price,
but you made them feel good, you answered their questions ahead of time, and you
gave them a real quick snapshot of the industry, the local marketing … The local industry
I should say, and then when they call those places and they corroborate what you just
said, like, “Holy cow. Those guys really knew what they were talking about,” you’ve
impressed them on kind of every level you could.

Again, falling back on the script for that is very important. Make sure you’re always
communicating those points on every call, whoever took it did an All Star job. If you can
add that layer of what the competition is doing, or what they’re expectations can be
when they call around, that might help. Now, you might still get some people that are
just battle axes in the phone. “You don’t tell me what to do, I’m going to call around
anyways.” Okay, great.

Maybe you didn’t want them to come in anyways, I don’t know. But definitely try to add
that to your repertoire. We tell people, do it once a month. You don’t have to call every
day to see what the competition is charging, unless you’re in some kind of weird market
where prices change every day, but just be aware of what the competition is doing.
One last … I’ll let you get into your next point, Bob. I’m sure you’ve got more, but one
last thing I want to put an asterisk is don’t call the competition that you know
personally. Go to Google, do a search for the product and service, and call the people
that show up in those same searches that you are, because your customer isn’t going to
call the people in the industry because they know the industry like you do. They’re going
to call the people that’s on that page staring them in the face, right?

Don’t go by your own judgment on who you should be calling. Get literally in the mind
of that customer. Get on the other end of that keyboard, do that search, and call those
people because that can change. There may be somebody new in the last six months
that you’re unaware of, that just opened up shop, that’s your competition. You haven’t
known about them.

Bob: Yeah, to that degree, too, by doing that you’re going to find out if there’s, let say, a new
upstart or whatever the case is. Guess what? What can you do about it? You can change
your script. You can say, “Hey, we’ve been around for 30 years. This is Bill. Can I help
you?” You literally want to announce that right up front. Again, that brings the fear
down of, “Hey, do these people know what they’re talking about? What is their value
proposition? Oh, it’s right up front. They’ve been doing this for 25 years,” or whatever
the case is.

By doing that, calling around and finding out whose out there, and what you’re … Work
your unique advantage in that script, right up front. Then, give them the price, and then
hopefully they’ll choose you.

Jesse: Hey everyone, jumping in the middle of the episode again here, to talk about our call
tracking solution. I mentioned this in the last episode, Number 11. We’re going to be
launching this for beta here pretty quick, and everybody can go out there and sign up if
you want to get involved. It’s This is going to be pretty sweet. It’s got
all kinds of tools for you for tracking, logging and recording your phone calls, specifically
the inbound calls.

You can use local phone numbers, toll-free numbers, and you can even do text
messaging. It’s really cool for setting up auto attendants, voice mail boxes, you can
record the phone calls, you can forward these phone calls to really anyone on your
team, any phone number. You can insert announcements for each call. So, when you
pick up the phone calls, you know where the call’s coming from, from your marketing,
and to get your team ready to serve those customers.

The best part is, after each call is completed, you can receive an email alert with all the
details of the call, including a recording of the phone call, so you can play it back and
listen to it, use it to help coach and train your team. If you want to get on board with
this, go on out to, and sign up for the waiting list. As soon as it’s
ready, we’ll alert you, and let you know.

Bob: One of the things I wanted to cover, too, real quick, is working with your team in this
process, in this script. Again, I can’t stress enough, give your team incentive for getting
these people in the door by following the script, and figuring out, “Okay, we got 20 calls
today,” through their efforts, they got 10 of the 20 calls in, or even 15. Can you give
them that quick incentive, rather than at the end of the month, “Oh hey, we hit our

Again, most people are not that disciplined to say, “Oh, we’ve got this goal to hit this.”
For most people, it’s kind of day to day, week to week

Jesse: Managers and owners, go off the dashboards month to month, right?

Bob: Right.

Jesse: What’s my profit and loss? What can we do for the end of the month? That’s not how
most team members are going to be thinking.

Bob: No.

Jesse: It’s paycheck to paycheck, or like you said, day to day, shift by shift. Not saying to
belittle anybody-

Bob: No.

Jesse: Or anything else, but it’s the mindset on the job that you’re doing in how you’re
operating. It’s a distinction that’s worthy of note.

Bob: Right, and then one of the tools we use for quoting … I don’t know if you want to talk a
little bit about it, but basically we use Twilio. When somebody calls in and they need a
price, we will text them the quote. Again, we use a process called Book Ends, unless it’s
really distinct.

If it’s something that has a lot of variables in it, we’ll give them this range, and we’ll tell
them why this range is there. Let’s say the labor is fixed, but this part could range from
this, to this, depending on what model you have, or whatever the case is. Put that in
writing, and send it to them.

Along with that, send them a map. Or, if you want to be even more sophisticated,
there’s scheduling software out there that’s a link, and say, “To schedule a repair, click
here,” and it gives them times to choose, and they can book it right there. You want to
take all those barriers away from them so they can do business with you. If it’s a barrier
like directions, by texting the directions there, all they gotta do is click on the directions,
and boom they’re coming to you.

That’s the other thing, some people will arrive at our shop frustrated, not at you, but
themselves, because they couldn’t get there. They got lost. If you can take that barrier
away, and again, de-stress them all along the way, so when they’re finally there, they’re
glad to be there, they’re happy to do business with you, you’re solving their problem.
Guess what’s going to happen after that?

They’re going to refer people to you. It really doesn’t take … It’s just great
communication. It doesn’t take much.

Jesse: We call it the Three R’s. You’re going to get those referrals, you’re going to get reviews,
because if you knock their socks off, they’re going to be happy, and you’re going to get
repeat business. They’re going to come back. The better you do across the board, that
customer experience, which starts from the first time they call you, the more likely you
are going to be getting those.

I want to back up real quick. You’re talking about texting that stuff to people, right?

Bob: Yeah.

Jesse: Just to kind of underscore that, because that’s been pretty amazing for us, and for the
customers. Pretty amazing for us internally at our business, but then for the customers
that have implemented it, so what we’re talking about there is if you just rely on that
phone communication: Somebody calls in, “What’s your hourly rate, turnaround time,”
whatever, “Okay, thanks. Bye.” You’re hoping that they stop in, you’re hoping that they
call back.

Again, odds are they are going to call around and shop around a little bit. If you can text
them all that information in a summary, it’s going to be right there on their phone with
all that, right? In addition to the cool things you’re talking about, from navigation and
just ease of use, just the fact that your information now is not just in their mind, but it’s
also on their device.

If you can’t text them, depending on your setup, or however you’re operating, if you can
email it to them … But try to get that second, or even third, if you can text and email,
way to communicate that to them. The more times you can touch that customer with
that information, the odds are that much better that they’re going to choose you when
it’s said and done, because you gotta say … You’re usually going to end up patronizing in
the first place, or maybe the last place that they called.

It’s going to be one of those two. You want to make sure that you just have all the
reasons you can to stick around in their mind, on their devices, and just being in front of
them so when they make that decision, “Wow, those guys … That was really slick how
they did that.”

Bob: And that’s part of your process.

Jesse: Yep.

Bob: Our situation, our people answer the phone, “Hey. Hi Jim, before I give you that quote,”
or whatever the case is, “Would you mind if I get your number in case we get
disconnected?” So you have that number. At the end of that script, or that conversation,
you’ll say, “Hey Jim, I’d like to send out a quote and directions to our store, or a
scheduling deal if you care to make a schedule. Is that okay?” And they usually say yes,
not always. Then that gets fired off. We give our team members financial incentive for
every text they send out. They’re in the game, they’re engaged.

Jesse: Because we found out it converts.

Bob: It converts, yeah. You just do the numbers and measure everything backwards, and it

Jesse: I think you made an important distinction there. I just want to underscore again for
everybody, is you’re collecting that phone number. In this case, for this process, you’re
collecting that phone number in the conversation, and then you’re telling them that
you’re going to text that to them.

Now, you’re telling them, with a question mark for approval, but that’s completely
different than saying, “All right, cool. Well, I’ll tell you what, can I text you all this
information? Would you give me your phone number?” I meanBob: It’s not going to happen.

Jesse: No, no, no. I’m cool. But, again, we’re Minnesota nice, right? So maybe it’s a little
different on the East Coast for all you folks out there or whatever, where people will just
say, “No, don’t do that,” anyways. But, up here, we found when we collect that phone
number through that conversation, and then on the bottom end of that call just say,
“Hey, I’m going to text you all this. Is that cool?” They say, “Oh, yeah. Sure. Great.”
If you’re finding in your script that you’re still getting a little pushback on that, add to it.
Say, “I’m going to text you all this, including our address with a link for navigation,” and
things like that. Again, give them the benefits, the reason for the text. For us, and for
you on your end, the benefit is that you’re residing on their device.

Bob: Yeah.

Jesse: But what’s the benefit for the customer in that?

Bob: This is … I’m 52 years old, so this is stuff that we never would have been thinking about
20 years ago, 15 or even five years ago. This is a whole different generation. Obviously,
even if you’re 60, you’re still going to want a text … Or, 70 or whatever. Don’t get me
wrong, but we need to be more progressive in this area.

Now, you get that mobile number, it’s not a license to go text them every hour on
different things or whatever.

Jesse: No. Yeah, that’s a whole other topic there.

Bob: You can do it that one time. Again, all our stuff is recorded, so if anybody says anything,
it’s all recorded. You just do that that one time, but again, it’s just a much higher
conversion rate. It’s a great tool for them.

Jesse: I want to talk a little bit more about that Book Ends that you brought up.

Bob: Yeah.

Jesse: For me, that’s one of my favorite topics, when we talk to customers and help kind of
coach in this area. Everybody is so fearful about providing price quotes over the phone,
especially in a service-based industry. Usually, I need to see the device, or see the
vehicle, or whatever it is. It’s like, no, no, no. I can’t.

Bob: You just lost your customer right there.

Jesse: I can’t possibly quote you on this, I have to see it first.

Bob: Right.

Jesse: Oh, so you’ve never dealt with one of these before.

Bob: Exactly.

Jesse: You have no idea what this might cost me, really. Again, if you ever listen to your calls, if
you’re recording them, and if that’s a strategy you’re taking right now … We don’t quote
people. We don’t want to be bound by that price, or those people are just price
shopping anyways. We’re all price shopping. Welcome to the club.

You’re going to find you don’t get those customers by and large. If you take this Book
End strategy, it should satisfy all of your fears, and just allow you to do this, and the
customer is happy. You know what a best case and a worst case repair scenario … This is
my example. I’m talking about repair. That’s a service, but anything that has a potential
range of pricing, you can apply this.

You’re going to know the best case and the worst case scenario. If you can transpose
that to that customer and tell them, “Okay, well I don’t know what your exact cost is,”
it’s all right there. You’ve kind of given yourself a little bit of an out. Don’t bind me to
this price. “I don’t know the exact price, because I haven’t seen your ____ yet. But here’s
what I can tell you from the years of experience we have, if you’re lucky, it’s going to be
an hour of labor which is X plus this widget, so you’re at $120.00.”

“Now, if it’s also A, B, and C, it’s going to be this cost for those, and maybe another two
hours, so maybe on the higher end we’re looking at $450.00. But I tell you what, we’ve
got some openings still today, I can text you our address and this information real quick,
and if you still come in today, we can get you turned in and out and be real quick. If
that’s not going to work, let us know, we can set something up for tomorrow.”

That whole process is such a world of difference versus the customer service rep saying,
“I don’t know. Bring it on in. We’ll run some diagnostics, and then we can kind of tell
you.” Again, me, as a consumer, I mean once my … Let’s say it’s a car … Once my car is in
your shop, and you’re running diagnostics, it’s such a freaking hassle for me to come
pick it up, bring it somewhere else.

Which means, I’m going to shy away from that scenario, because I don’t want to go
through that because I’m thinking your trying to bait me in whatever else versus if I
called You Bop, “It might be from this to that,” hey, I’m hoping it’s not going to be that
high end number, I’m hoping it’s going to be the low end number, but at least now I
have this context and I have a little bit of trust in you that you’re honest and when I
drop this thing off, at least I know what my best and worst case scenario is, and I don’t
have to worry about do I need to pull it out of here and go somewhere else, or

Implement that. Book End price quoting should eliminate your fears of being locked in.
It should give the customer everything they want, to position you as the expert, and
convert that and you’re going to find that it works really good.

Bob: I agree in all that. It’s just … It has to be a logical explanation. Just say, “Hey, the labor is
generally the same,” or, “The labor is this, if it’s in this part, but if it’s in this part, then
the labor is going to be a half hour more, and the part’s going to be $20.00 or $50.00,”
or whatever it is.

Then that subconsciously tells your prospect that you know what you’re doing, and then
they can base their decision on that. The other thing, too, just to wrap this up, you are
going to get customers that are going to try to pry information out of you for one reason
or the other. Let’s say they’re just wanting to do it themselves, and they just want a
better feel on how to do it, or whatever the case is.

Jesse: So, how would you remove that water pump, would you say?

Bob: Yeah, what’s the deal there? And you’re on the phone, you’re going to spend all this
time with them, and you just gotta guard yourself on that. You know your industry well
now. I’m not saying hang up on everybody or whatever, but you just need to politely
say, “Hey, I’d love to help you out, but I actually have a customer who I gotta help.
You’re welcome to bring it in, and the diagnosis is this, which is all refundable if you end
up doing work with us.”

Those kinds of things … And say, “Hey, do you want to schedule something or not? If
not, I’m sorry, I have to go and help this customer at this time.” So you’re busy. You’re
not necessarily a bad guy. You’re busy and you gotta move on.

Jesse: You’re not just saying, “We don’t do free tech support. Goodbye.”

Bob: Yeah, and that’s something that you’re going to have to filter and whatnot. It’s one of
those things that again, as business owners we’re busy. We all have to manage our time,
and unfortunately we can afford to give stuff away for free.

Jesse: I think that also speaks to, again, being time and efficient. Let’s face it, when that phone
call rings, we want to make money off that phone call, whether that means booking a
service call to go to their location, or again, car repair scenario, that they’re bringing it
into our shop here. Either way, that phone call should translate into let’s say, a service
call, or a repair on the vehicle.

What you don’t want to do is be on that phone for a half hour. You’re not getting paid
for that half hour. That’s unbilled time. All these things that we’re talking about:
Providing the Book End quotes, you’re covering all the possible scenarios in between,
you’re not talking for eight minutes about what if it’s this, what if it’s that, right? You’re
just doing the way low end, and the way high end, and then not providing free tech
support, or “How do you do this repair” yourself.

You’re getting the heck off the phone, back to servicing those customers, and generating
money. Not that you want to hang up the phone as quick as you can, that’s not what
we’re saying at all. But you want to make sure that you only invest as much time as
needed on that phone, and then you get back to work, doing things that make money.
So, that’s a big time suck, people that are looking for free tech support, free suggestions
and things like that.

I want to add to that real quick, too, if you’re giving that Book End quote, and you’re
doing all that, if you can interject again, like we said, what the competition is doing, and
give a range or some things like that too, that’s the place to do that. “Here’s what we
would charge. Here’s our Book Ends. Now, if you go across town, you’re going to find
they can’t get you until tomorrow, and it’s probably going to be about 20% more.” Or

Don’t make that up, because if they do call, it’s got to be the truth.

Bob: Yeah, they’re going to figure it out.

Jesse: Man, that’s a slam dunk, if you can kind of pull that together.

Bob: Yeah.

Jesse: Again, if you haven’t listened to the episode before this, on the call tracking, check that
out. If you can combine either call tracking software solutions, so you can kind of hear
these results and see what that’s doing, and put together some kind of script, quoting
process, and pull out some of these things that we’re talking about today, and marry all
this together, you’re going to find, even if you don’t increase the number of calls and
kind of move the needle with the amount of leads coming in, you’re going to convert
more customers.

That’s what we’re talking about here. Hopefully, your website gains prominence, and
dominance, you’re getting more calls and more leads and converting even more of
those, right? Even right now today, if you’re just getting started in your web efforts, and
you’re not seeing a whole lot of traction there, this stuff, you’re going to get a phone call
today, or tomorrow, or whatever, multiples, hopefully. You can do this right now, and
it’s going to make you more money.

So that’s about it for this episode. I hope you enjoyed. Hopefully there’s some great
stuff on there. As always, if this is working for you, we’d love to hear about it. Leave us a review. We’ll keep reading them, as long as you guys
keep sending them. We love it.

Bob: Good luck.

Jesse: Until next week.

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