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Ep 12: Sell More Jobs In Less Time By Making These 3 Shifts – Ryan Groth

3 Habit Shifts That Will Transform Your Sales Game.
What separates the above-average salesperson from the elite in the construction world.
Why doing estimates for everyone who asks can be damaging to your business.
The show-up and throw-sales traditional sales approach versus the consultative approach
Prequalifying questions you need to ask to weed out the time-wasters.
Get out of the friend zone: Dropping the need to be liked will boost your closing ratio.

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Read a Summary of Episode 12

It just doesn’t add up: Your service is rated 5 star excellent, your work is exceptional. . . but you keep losing those dream jobs to the competitor.

What’s up with that?

Sales is, and always will be, the lifeblood of your business. But if you’re spending more time racking up your truck mileage from so many estimates than you are your bank account, pretty soon your business circulatory system will start to congeal.

Most business owners I work with spend the majority of their time in sales, so they know first hand the challenges of locking down a sale. As a leader, it’s OK to still have your toe, or even foot, in the sales river to keep that revenue flowing, but you still have all of your CEO duties to complete. It’s imperative then as a leader to be super efficient in your sales duties and to sell more in less time . . .and trust that your team will close those deals.

But how?

Time to ask the expert: Ryan Groth, CEO of Sales Transformation Group, our guest on this episode of Contractor Evolution. Ryan is a man on a mission to change the industry by working specifically with contractors to help them achieve explosive sales growth.

Ryan says there are some distinct differences between the above-average salesperson and the elite (that make up 5-7% of our industry). So how do you join the elite club? 

By making three shifts that will totally transform your sales game. Are you ready to see your sales closing ratio rocket?


3 Habits You Need to Break (and what to replace them with)

1. Max Out Your ROI By Being Uber Picky

If you’re someone who gives a quote to anyone who asks, STOP! It’s time to let go of that scarcity mindset and realize, it’s OK to throw away a lead.

Ryan explains that when you give a quote to anyone without pre-qualifying them, it’s really damaging to your business. You cut costs, it reduces your value, and your closing ratio declines. “It’s like playing baseball and swinging at every pitch,” he says.

Instead, think about your best clients and those you have a low hit rate with. Think about the distinct differences. Now find a way to get rid of the time-wasters/non-payers early on, before the sales process begins.

Ask them probing questions: Have you thought about desired start dates? Have you worked with our type of contractor before? Then ask yourself, is this a professional buyer or is this someone who wants a consultant?

By becoming extremely picky about who you decide to do estimates for and tightening up your pre-qualifying process, you’ll maximize your sales ROI.

"People hate to be sold to, but love to buy. It's the 80/20 rule. Listen 80% of the time and then speak!"

2. Ditch The Show-Up And Throw-Up Approach

I used to start every call by asking a few generic questions to get the client talking.. I wanted to put them at ease. It’s a mistake many contractors make, either that or you feel the need to tell them ALL about the company (sho- up and throw-up).

Today, 80% of the call is me listening and the other 20% is my “talk time” when I share a few ideas. This is called the Consultative Selling Approach.

Ryan says: “People hate to be sold to, but love to buy. It’s the 80/20 rule. Listen and speak. Let your potential client vomit all over you!”

He likens it to a doctor/patient relationship. You have to ask a bunch of questions before you can diagnose.

Move into a more consultative selling approach and you will have your prospects praying they get to work with you.

3. Drop The Need To Be Liked

People buy from people they like, right? Wrong. They buy from people they trust and respect.

Ryan says that many people think if you start to ask more questions, it will come across as rude, abrasive, and aggressive. Most contractors don’t want to cross that boundary for fear of losing the sale. 

He likens it to being placed in the friend zone. To get out of the friend zone you need to command (not demand) responses and be expectant of a response/decision.

Instead, he says become the graciously assertive alpha dog: super friendly and warm, but don’t rely on that to get paid.

Start a call by explaining that you will ask some tough questions and from that point on you will be able to determine how you can to help them, the price, the timeline, etc.

Let’s face it, the customer has many friends, they don’t need one more.

Of course, you don’t need to implement all three strategies straight away. Pick one, or two, and share it with your team and then be sure to commit to it for the rest of the year.

We think you’ll be surprised at how quickly your closing ratios start to increase. It’s so effective, you won’t feel the need to carry the sales weight anymore.

This episode has been designed for the contractor who is still doing the lion’s share of selling for the business. But if you have stepped out of sales, send YOUR TEAM this episode! Happy sales!

Benji Carlson

Benji Carlson

As the son of two proven entrepreneurs, Benji’s spirit for self-starting business runs deep. Since he was a young teen, Benji has been starting and running profitable small businesses; most recently culminating in a highly successful 4-year career as a franchisee with College Pro Painters. Benji’s enormous heart and passion for people is what drove him to produce over $1,000,000 in revenue while taking the highest quality care of his employees and customers. He was consistently acknowledged for having the most productive staff in the company, while leading more junior franchisees to fulfill their potential. Benji’s uncanny ability to find the right people and put them in the right place make him a natural fit for Breakthrough Academy’s Assessment Team.

Upon finishing up his career with College Pro, Benji set out on the ultimate victory lap: a nine-month transcontinental motorcycle trip from Canada to Peru.

Benji lives in beautiful Kelowna BC. During the summer you’ll usually find him on two wheels: either bombing down a trail on his mountain bike or cruising the pavement on his motorcycle. When the snow falls, he escapes to the mountains for steep and deep powder.

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Welcome to Contractor Evolution, a show created for high-performing contractors that are focused on scaling up, working less and increasing profitability.

While a lot of other shows focus on early stage growth challenges, we focus on real life scenarios faced by contractors that are scaling at a rapid rate, and how they keep everything dialed in without losing sight of work/life balance.

If you’re ready to evolve from a contractor into a better business owner, you’re in the right place.

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