Million Dollar Electrician - Sale to Scale For Home Service Pros

S3 EP11 The Back-End Selling Blueprint for Electricians Who Want More Yeses

• Clay Neumeyer • Season 3 • Episode 11

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What if your customers already trusted you before you knocked?

In this episode of the Million Dollar Electrician Podcast, we break down the Back-End Selling Blueprint the exact system we use to pre-sell every job, boost conversions, and make technicians unforgettable before they arrive.

Learn how to make homeowners trust you before the call, eliminate awkward cold door moments, and create an experience so personal and frictionless that selling becomes the obvious next step not a push.

💡 What You’ll Learn:

  • Build trust before the visit
  • Turn reminders into relationship-builders
  • Automate education & follow-up
  • Use video, email, and tech bios to close more jobs without pushing harder

This isn't about being slick, it's about being prepared. And it's the difference between electricians who scale and those who stall.


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⚡️Forrest Schwartz, CoFounder and CEO of TopLineGrowth Focused on helping companies grow their top line revenue via digital marketing.

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⚡️If you are an electrician looking for trade-specific business training in pricing, options, sales, attraction, and marketing strategies, Then our Loop Method is your answer!

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#BackEndSelling #ElectricianPodcast #ServiceLoop #TradesmanMarketing #ElectricianSales #ContractorGrowth #MillionDollarElectrician

SPEAKER_00:

What's up, you guys? Welcome back to another great episode of Million Dollar Electrician Podcast brought to you, powered by Duramax, the portable generator. The best deals on the planet come through us guys and our SLE Pro app. So if you're not there already getting those and getting your portable generator backup power needs, highly suggest it. Joe's an expert and he could tell you it comes highly advised, Joe. What do you think of uh Duramax and the portable generator game?

SPEAKER_01:

Well, not only do I have one of my own home, which is obviously saying something in and of itself. I could have bought any brand, but I chose those. Personally, I love doing Duramax because not only are portable generators slept on completely, but the problems that they solve actually let you offer more options. Like the remote start, the tri-fuel, or even the idle control, like the ability of just having it set and actually go quieter while it's not using things overnight. So it's not waking up your neighbors. Overall, I think it's a great product that solves a lot of different needs for a lot of people. And I would love to be put on the spot at one point to just design some options for it.

SPEAKER_00:

Yeah, that'd be a lot of fun again. Yeah, it's been a bit. We had Jesse on uh last season. They also have uh market leading warranty, five years, which is excellent, excellent stuff. But today we're gonna get back into the back end selling. We teased it a bit last time and why it's so important. Uh, Joe, what are your thoughts on back-end selling so far for what you know of it?

SPEAKER_01:

Oh, all right. Well, honestly, I feel like I'm about to just kind of pull the ripcord on you here. Because the thing is, is that there's such a level of depth that I don't think we can really explain it, just one, two, three. Like, it can be from changing how your installers communicate when they do the install upgrade process. It could be how your CSRs are talking to them when they're building the brand or even doing the happy calls. Or it could be you actually transitioning and suggesting things mid-process. So, like, what if I just asked you to do a deep dive, where would you start? Because I have no idea where it would end.

SPEAKER_00:

All right. Yeah, I can do that, man. Let's dive right in. I'm gonna give you guys everything I possibly know and can foresee for what we'll be implementing for electricians to help build trust in their systems and what we're already seeing evidence of, even in our own systems that service Loop Electrical. So here's a deep dive, guys. We're going right in, nonstop. This all starts with, and as we've been talking about in the last two episodes, know, like, and trust. And our back-end selling systems are designed to increase and kind of correct us on this trust epidemic. And we talked a bit about why that trust epidemic is happening. And one of the major reasons is we're just being marketed to and sold on stuff at all times. And as the oil change places started to have a hundred-point inspections and everyone's offering you something else to buy, we also lost sight of our customer journey in there and their experience in a lot of cases. And slowly the trades outside of the oil change spots and the mechanics started to add these inspection lists and these different uh, you know, the teams that are pushing surge protection. Hey, how many surge protectors did you guys sell this week? And that's had an impact on our customers, on the homeowners that we serve, the very people we're looking to help. So instead of seeking understanding, what's actually happened as kind of an overcorrection to sales and helping businesses thrive has been an assumption of what they need next. And that's just not the case always. And even if it were the case, it doesn't always feel great to be a customer and have assumptions be your pathway to success with a provider, if you guys know what I mean. So back-end selling system helps us deal with this problem. It's going to help us fine-tune the communication, help our customers feel more cared for, and learn more about us at the convenience of their fingertips, at the convenience of their schedule, and the convenience of the channels that they prefer to learn on. So here's what back-end selling system means to me. It means that before the sales guy gets to the home, we've already got a pre-frame on who we are, how we help. And even on the last episode, the lifetime craftsmanship guarantee or the memberships or the various ways that we solve the problems that homeowners have. It's not to assume what the homeowner's problem is going to be, but it is to educate them on the problems that we also solve. And if we do this up front in a way that's very human and a way that's respecting their time, that's our because frame, right? Because again, we don't want our salesperson or technician or electrician to go to their house and have to say all this stuff, have to remember all this. That has a lot of volatility and a very low success rate. It's like stepping to the bat with a major league pitcher hoping to hit a home run when you're not even fully trained on this type of bat, this weight of bat, this type of pitch, this pitcher, you've never seen the tape before. This tends to be kind of the feeling that our electricians can get. It can feel like they're being pushed out into traffic on a red light. And that's really unfair to them. So, what is fair to them, and what sales teams love and what technicians love is when marketing can get ahead and communication can get ahead and begin to inform our prospective buyers before we get there and actually ask them to buy anything. Now, this stuff actually takes some upfront investment. And if this goes over your head at all, guys, please forgive me. I'm going to speak slow. I'm going to be methodical in how I deliver this, and I'm going to give you the simple steps as much as I can to help you not only do this yourself, but find the people that can help you implement these things yourselves. So, one of the big precursors to this that I love to actually point out, in fact, there's two here video and the barrier to entry to video that we mentioned in episode one is a huge part of making back end selling systems successful for your business. Imagine it like this. If you had a video about us, like Dorian, who's on the podcast for a third time recently has, if you're not following Hayes Electrical, you guys should check it out. He did a wonderful about us video that's got a ton of traction. They've even run it in ads just to help people understand them. That's exactly the kind of video that we're talking about. How do people experience Hayes Electrical? How do people experience Service Loop Electrical? How do they experience your electric business? And when we're able to put that up front, we think, well, wow, the video is great. So what did that take to do it? Well, the barrier to entry is I have to be willing to step in front of a camera like this. I have to be willing to speak about our business, about our staff, about our process in front of a camera. But once you overcome that, that's really the great green zone to be in because now you can multiply that content. For example, not everyone likes to watch videos. Some people prefer to consume content, maybe some of your older clients, by the freaking newspaper, which really means they prefer to read content, not actually watch content. Some people would rather listen so they could multitask. So while they're driving to work, they could learn more about you that way. So by recognizing there's different channels, we can build back-end selling systems that help bring people up to speed. We've continuously had this argument for organic content on your social media platforms, for video, and for frequently asked questions, your facts, which is what we're going to get into next, too. And one of the greatest parts of this argument, for those that went out there and did this or promised to go and do this, who will take these efforts, what you'll learn is you actually get analytics across your social media platform to see what the people in your sphere of influence, what your prospects, what the people in your community enjoyed actually viewing the most, what got the most engagement, what got the most impressions. So it'd only be so smart of us, so prudent of us to use that information and to say, hey, look, here's my best content. How do I put that in front of people before we actually go to their house? So backend selling actually starts right at the front, but it really comes into apply when they book the appointment. Okay, so from the point someone books an appointment, did you know that you could have an email go out with your VCF, your contact card? And that message, and in fact, this could be SMS too, if you wanted, that message would just say, hey, download this VCF, download this contact card. That way, when we call you back, you'll know it's us and not some stranger or some spam number trying to call you. And if you need anything in between our time or even after, you always have our number saved so you can give us a ring back because we want to make it easy to serve you. That's part of a back-end selling system. It's increasing trust. But you know what? I'll even ask you guys. I feel it's increasing trust. What do you guys think? Does that increase trust when you add that little touch? When you get a human message to add this to your contacts so that you can recognize these guys? Do you get the impression they want to take care of you from a message like that? The next questions, though, and the next information in your back-end selling system can be, like I said, frequently asked questions. So, one of the other topics we had in our first episode of this three-part series, we talked about how valuable a sales journal can be, how valuable it is to record and keep some of the word tracks that your customers are using when they're working with you or talking to you. Because that's the stuff that informs us on exactly what we need to market. If your customers are frequently asking a question, shouldn't we track that? And shouldn't we have a well-positioned answer for that? And so even now, if you go through our call funnels, our marketing, and try to learn more about our program, you'll end up on pages that have 20, 30, 40 frequently asked questions in video and in text. And as you're waiting for a call, we send you emails, an increased number of emails for the period that you're waiting for that call. So we tend to worry that that imposes on people and that it's too much information. But let me ask you this: if you knew this was the exact information that your customers were already asking about you, to you, and in your marketplace about you, wouldn't it only make sense to put that information in the emails, in the communications, in your back-end selling systems, and to automate those messages in the most human and with a why, a because frame as possible, because this is such a common or frequently asked question. We love to just send you the information up front. And what I call that is not being lazy and not putting it on our technicians or electricians to come up with this stuff when they're actually at the home. And the electricians and the sales technicians, they love this stuff. In fact, it's a bit of a love-hate relationship. They tend to, just like us, be uncomfortable if you do interviews or videos with them. No one really wants to do that stuff, not for the first times, anyways. And then some people do find a love for it. They do enjoy this stuff. Or asking for video testimonies from customers. Most electricians aren't really into that. But if you make it something that you put the effort into and you get them involved with, and even, for example, you do a two-minute interview with every one of your electricians, or three-minute interview with each one, and you only do a part of like why you got in the trade and why it's important to you. And maybe Christopher is one of your guys, and he talks about how his dad, David, was an electrician too. And that's why he always knew he wanted to be an electrician. Or, you know, for a while, dad said, You're going to be an electrician's son, and I didn't really want to. These are the stories that are behind our lives, and they help us connect to people. Stories connect us. That's why telling our business story is important, and your staff telling their story is important too. So imagine a back-end selling system that not only sent your contact card before Christopher went to the house, but it also on the day before, hey, Christopher's actually the guy coming to your house. Christopher's been with us for XYZ tenure. He's a background check, great guy. In fact, he's a local from the community. If you want to learn more about Christopher, just click the link below. It'll go right to his personal interview on our site. And on that interview, again, it's some of the back end reason why Christopher's in the trade. But also, what is Christopher, what's his favorite food? When's his birthday? What does he love? What's his hobbies? What's his family like? How long has he been here? What's he love about this town? These common, relatable, same kind of questions you would ask or be asked in a networking group should be in this interview. It's like, who's the person? What's their family? What's their occupation? What's their recreation? What are their dreams, aspirations? And what we find is these hyper-personal interviews help your team bond with homeowners before you show up. So no more new tech at the door, never met this person, didn't even know their name before they came, you know, don't know anything about this person. Door opens a crack, hello, to now moving towards, hey Christopher, I just finished watching your interview. I love that XYZ happened to you too. That's actually, I'm also from that area. So you start to build bonds ahead of time. And as we know, right, first impression, you've got four to five seconds to make one. And it's really hard to come back from that. Wouldn't it make the most sense to have the most consistent first impression possible? And if you agree with that, would you also agree that the most consistent first impression would be one that was deliberate and recorded and sent to them ahead of you even arriving? So all you had to do was show up with the same level of manicure and professionalism, right? Smile on your face so that you match the video, so that you look like the person they expected. And that was a key word. Expected. Expectations. See, backend selling systems help us set up that expectation. Who are we? How do we do things here? Why do we care so much? And what experience can you expect to have with us so that the straight course from what they expect to what we expect are not straight at all. They're parallel, they're in line, they're in agreement on how this experience will go. And what you guys will find is the closer that you get to projected experience and actual experience, the easier this will be for your techs to build great relationships, to have great solutions presented because of those relationships and the transparency and the fact that homeowners want to tell us their dreams and aspirations and concerns and all the rest of it, not just about today's fix, but about everything that they would want to know or that they do know that they want to have in their home. That comes from trust. All of this comes from trust. They got to know, like, and trust us. And back-end selling systems are how we do that. So currently in your business, let me ask you guys, right now, when someone finds out about you, how do they find out more about you? Are they going on that journey themselves? Are you making them look for information? If they do decide to book a call from what they can see, maybe on Google and the reviews and the stuff that they're seeing at that particular snapshot in time. If they do see that, then how do they find out more about you and feel assured in their decision that this is going to be a good experience for them, that it's a worthwhile trusting endeavor, that they're not going to get ripped off, right? People want to know how bad this could get. And after they book that, how do they then, how are you giving them more information and keeping them reminded on the way? If it's just the plain reminders, guys, I got bad news for you, that's really lazy of us to do that. It's actually disrespectful. I consider it disrespectful at this period of life to only do reminders and not give more information, more tips, tricks, and understanding of how we can help. It's rude to them and their time because we're making them look for more information. And it's rude to our techs and electricians because we haven't set this up adequately to set them up for success as often as possible. And so I promise you, if you implement these little touches, if you actually put the effort into these automated workflows to help bring people into the know about you, to give them more information, not make them hunt for it, you will see an increase in your conversion rate. You'll see an improvement in the engagement in your marketing and the actual morale of your technicians, because they'll have a better experience at the home too. Your customers will have a better experience. You'll get more reviews, more referrals, and more repeat customers that never want to leave you. Now, one of the common questions is like, well, how much is too much? Currently, we're sending people three emails a day for seven days when you book a call with Service Soup Electrical. You might be thinking, whoa, that was a lot. What? Three emails a day? The open rate on that is about 40%. Okay, so four out of ten of those get opened. It used to be zero with reminders. Our show up rate and the intent on these calls and the fact that people know more about us when they get on the calls means that sales are actually getting easier. Sales are improving, and customers are enjoying and experiencing us in different ways. So back-end selling, it's just giving more information. It's giving more reasons to know, like, and trust. It's taking all the frequently asked questions that are there anyway in the marketplace and putting them up front to help people make decisions ahead of even meeting you. Leveraging this with your team is an even greater superpower. If you guys have more questions on back-end selling systems, there's a ton more that we can do, including those customer testimonies and making sure those are shared, having newsletters, email campaigns, SMS campaigns, and all these workflows is totally something achievable for you too. And if you don't want to do this yourself, I wouldn't blame you. If you're an electrician, your maximum leverage is out there on the tools, on the sales, on the service to your customers. So I wouldn't blame you if you didn't want to spend 10, 20, 30 hours setting up these videos, setting up these workflows, doing all this for your back end. But there are professionals that do this already. And they could be found on Fiverr, they could be found in our community. In fact, Forrest, who is on here, is exceptional with workflows using an app called Go High Level. So we'll link Forrest down below again. If you want a strategy call and how you can set up better back-end selling systems, this stuff all adds to your ads. It all complements your current marketing. In fact, we even go as far as taking our best content and then running it through ads. So while you're waiting for the call, you're getting the emails, you're getting the SMS. Our teams literally reaching out ahead of time and even sending a selfie video to introduce themselves. But you're also, the next time you're on social media, you fall into a new bucket of ads that circulate and continue to show you all the Frequently asked questions, answer all of these information uh queries that you may have. That, my friends, is back end selling. And I believe that's exactly what is going to take you from where you are to infinity and beyond with where you want to go in your electric service business, even when the cost per lead is getting higher, even when the trust per lead is getting lower. And this is how you're gonna beat the market. So to finish this one up, guys, I'm gonna end this in proper fashion and let you know that we super appreciate you. You should go below and take full advantage of all the links to the resources down there, and you should take advantage of backend selling so that you're ahead of this with the$200 billion home service economic boom that's coming in the next five to 10 years. So you're perfectly positioned to be the place where the great electricians want to work, the great homeowners want to shop and stay and pay for life. We'll see you guys next week on the next Million Dollar Electrician podcast. Bye for now.

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Clay Neumeyer

Host
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Joseph Lucanie

Co-host