EP: 140 Peter Roth w/ Solar Wise - Going Solar: Taking Sustainability To New Heights

And so that's why I constantly am saying the words decom commoditizing. How do I decommoditize myself? Because when I'm commoditized, I'm constantly the victim of the next guy selling the same crap for a dollar less.

There's a greater opportunity to spread the knowledge of adding in solar into what it is that you do. You're already in the home they're already doing those sorts of things. You might also have an easy layup, but the thing that I liked about what he was doing with his previous business, so we can get into some of those things. He I remember on the conversation I had with him was like, yeah, it was small shop.

We're doing about 10 million a year before he exit out of it, so obviously knows a thing or two about the HVAC side of things too. So excited to see and get into some of those conversations themselves.

So I'm, excited to get into all the kinds of conversations around that, cuz at the end of the day, how can we add more revenue without adding more overhead?

But if you wanna learn what he did to get to that point, he's got it all laid out for you in the business blueprint. So go check it out at callprofitrocket.com because he has everything from SOPs to call scripts to what you need to be running in your business. The numbers you need to looking at from finance, what you need to do to prepare to sell. And he's got some great guests that come in and speak in the blueprint as well. It's fantastic. It is loaded with so much content.

The value that you get from that alone is worth probably, easily about 10 x what you pay for it. So it is tremendous. On top of that, you've got the Growth Summit that is coming up this September in Austin, Texas. The speaker lineup is phenomenal. I'm super excited to be there and be podcasting and. Sneak in and listen to some of the speakers as well because it's gonna be so amazing.

And you'll be able to take the knowledge that you gained from this summer, all the lessons you've learned from this summer. Go there, learn how you can apply the fixes and adjust to make corrections throughout next year. So I'm excited for that. Next sponsor is Chiirp.

They have ringless voicemails direct mail integrations, automated text messages, rehash program, Google Reviews, goes on and on. Of course, using our link right here, chiirp.com/hssr get your 25% off your first three months, and I, even believe it gives you 25% off you're onboarding too. So there you go. Hit them up and get some revenue added in to your business. And of course, last but certainly not least, is on Purpose Media, but we'll talk a little bit about them.

Later on cuz they're a sponsor of our random question generator.

And my wife had written a few and so then I went to Chat GPT and I typed in a whole bunch of different prompts and copied and pasted a whole bunch over to her. She's like, why didn't you do this like a week ago? I'm like it wasn't the last minute, hour.

Anyone who wants to learn HVAC nowadays Jesus Christ, they've got a wealth of information out there to, soak it all up without ever having to step foot into a trade school and almost be silly to even do that. Anyway, so more long story short I, like, I. Dunno what the hell I wanted to do. And I graduated and I went, did one stupid job after another, got fired from all of them.

Cause I was, that, I was the guy, like, whenever like reams of office paper would go missing and the pens would go missing, it was always this guy hoarding him in the back of his car. So I realized I'm probably not really cut out to work for other people. I should probably start my own thing. If I'm gonna steal from someone, I should probably doing it for myself, so that's, what led me to realize, I'm like, I gotta start my own business like here quickly. This is not, gonna work.

My dad we're, Russian Jewish immigrants. So owning a business was just like always in the culture. And it was never glamorous. It was nothing. It was like the opposite of glamorous. It was like, I have my own toilet cleaning business. Like it was the opposite of glamorous. So it didn't say I don't wanna dress it up to make it sound like something fancy. But nonetheless, I used to watch my dad like negotiate. With everyone and literally everything.

I used to joke that my dad would walk up to a Coke machine and be like, I'll give you 25 cents. I swear he was such old school, like with his negotiation tactics, like it was entertaining as hell to listen to, but really embarrassing when you're a little kid following your dad around. Yep. dad, just give him the two bucks. you don't need to negotiate the last 10 cents. It's a little, you're living the stereotype. Dad, come on, give it a break. It's hard enough for me to go to middle school.

I give it a breakdown. So anyway, so came back from college, had a couple stupid jobs that I hated, got fired. I think from all of them, realized I needed to start my own thing. No idea what I wanted to do, knew I loved cigars, and I was like, you know what? Screw it. I'll start a cigar kiosk at a mall. So I did that, started a little kiosk in a mall and it was great. Like it went awesome. It I'm shocked to this day that it went so well. Most people's first businesses ci, go for it then.

So that then grew up, I ended up building three more retail stores after that, which then ended up turning into this really ass really high-end, nice cigar bar. And did that for 15 years, and I opened this place up and obviously I had permission to smoke, right? Like clearly. But it wasn't like a glorified strip mall for lack of better terms. And the smoke would penetrate into some of the neighboring spaces, and they would, of course, complain about it as they should, right?

I wasn't trying to ruin their day. And but some of the cracks that were going into their space, like I couldn't reach those cracks. They were just impossible to get to. They're like in between the joists and stuff and I just couldn't get to 'em, right? So I was trying to let the landlord know. I'm like, Hey, these guys have to either you need to gimme access to their space, or you and Mr. Landlord need to go in there and get this fixed yourself, because otherwise it's just gonna keep leaking.

No one ever did anything about it. So they took me to court twice for eviction. They tried evicting me twice. I won both times one attorney's fees back both times, which sounds really awesome. Now. But it pissed the landlord the fuck off. Absolutely. Landlords don't like that when you won up them like that, right? Yeah. It does not sit well with them. So lo and behold it comes back. Full story.

But one, both of those eviction lawsuits because, but in the process, even the judge was like, yeah you win, but you still need to go fix your shit. You still need to go mitigate all this smoke, so go do X, Y, and Z and report back to me in three months or whatever and show me like what you've done. So I had to go and I'm scrambling. I know nothing about hvac, none about any of this stuff. I barely knew how to set my own thermostat at this time.

Let's be honest, I still barely know how to set my own thermostat.

So I end up calling these commercial guys and these commercial guys took one look at my story. And they were just like just chomping at the bit and just drooling going, oh, we're gonna take the fuck advantage of this guy. They just, cuz they could see it. Like they saw exactly what was going on and sure enough, they gouged the crap outta me.

The first couple times I ended up spending probably, I don't know, a hundred, $125,000 over the course of two, three years in a bunch of failed solutions that, which did pretty much nothing and I didn't know any better. So I was just like I guess I'm just gonna keep writing checks, so I ended up finding a guy who like worked for one of these companies and he was like an independent contract for them. He and I became really good friends, excellent friends, like best friends pretty much.

And so he ended up just like hanging out at my bar all the time and just basically saying, Hey Peter, I'll just do all the work you need done in exchange for Bud Light. I'm just like, how the fuck do you say no to that? Okay. All right, cool. Done. And I swear to fucking God, that's pretty much how I paid this guy for the next five plus years was with Bud Light. No joke. I don't think I wrote this guy a check maybe two or three times for like small amounts. Not even good beer.

That's all he wanted, I swear. Yeah. That wasn't even me. That's all he wanted. So he, we became really good friends during this process, and fast forward a few years, I was the, place was running itself. It was, I didn't really have to pay too much attention to it. He pulls me aside and he is like, Hey you're bored. I'm bored. Do you wanna start an HVAC company? I'll, turn all the wrenches. And you start the sales and marketing side.

I was like, I said no a couple times cause I just didn't know if that's really what I wanted to do. And then finally ended up agreeing to do it. So that's how we got into that's how we got into hvac.

And then come over and then be able to grind and make their way and, provide a living for their family. And yeah, it was not glamorous. You hear Gary v's dad talk about running the liquor store and how Gary V had to run in the liquor store and he didn't own anything till he was 32 years old.

So not because it was for me, but because that was bred into me through my culture, so I never thought about business in terms of scaling, in terms of growth potential, in terms of partnerships, and all these grand terms that you and I throw around all the time. Those thoughts never entered my mind. It was just, what do I gotta do to not work for someone else? That was actually my only motivation was just what do I have to do to not work for somebody else?

So what are some things that you did along the way in building that business to make it more glamorous, to get it to that point?

Even in the multiple industries that I'm in right now, I'm still very much in awe of his accomplishments. I think he's one of the most impressive innovators and, just business guys out there, period. And then Joe with just Joe made me wrap my mind around the notion that sales is so much more than just a pitch. There's so much more to it. It's such a more multifaceted thing, which bleeds into every single aspect of your business.

Like I ne it never even occurred to me that like CSRs need their own training from Joe. And I was like, and when I saw that, I was like, holy shit, they do. And my God, like it's these types of outside of the box larger than life, large orders of magnitude thinking. That really got me to like, expand my thinking too. Which like I said, I was inherently limited because of my thinking when I was a kid that like, we just start businesses to just put food on the table.

And I just remember I was a kid, I was really young, but I just to this day, I remember my mom and his mom and everyone, and my grandma. I remember everyone like yelling at him going, if you leave the business, like literally with the Jewish grandmother shaking finger like this, and if you leave the business for even five minutes, everyone's gonna rob you blind. And that was the mentality. It's like you are married to your fucking business.

You can't leave the driver's seat for even a second, or everyone will rob you blind and the whole thing will blow up in your face. And my dad was like that too. Like he didn't understand the notion of the owner has got to step away from his business if it's ever going to be successful. That concept was so foreign to them. And I remember when I first started my business and I started getting really into reading a lot of business books oh, what's the the, EMyth? Who hasn't read the EMyth?

Good book. The EMyth. that's like the OG of business books, right? It's all, modern day good quality business books came from the EMyth because that's really where the notion of scaling and stepping back and handing over control and delegating this at all came from the EMyth. I'm sure there's other books that came before emt, but that's really in my mind where it was really kinda solidified.

And God, I got yelled at too anytime we would take a little vacation, I'm like, mom, my employees, they got it. And I have systems in place and there's things called security cameras and software. And she's the, waving of the finger still never stopped. So getting them outside of that mindset was almost impossible for the older generation.

That's why you go into like Korean run liquor stores and Jewish you dry cleaners and the owner is still there at 90 years old, slaving away every day and he will, he'll die there. It's the way he's been bred.

That's it. 80% of your level. If they can get to 80% of how you do it, guess what? You've bought back a lot of your time because now you can move on to your key focus areas within your business. They're generate the most revenue. Good exercise too for anybody that's wondering or stuck at this level. this actually came the book, Buy Back Your Time by Dan Martel. I'm on a big kick on it. Phenomenal, book.

But one of the exercises that you do with inside of that, and this applies to really anybody, anywhere, at any point in their business, is saying, okay, write down every single task that you do on a day by day basis. No matter how big, no matter how small, five minutes, 10 minutes, 50 minutes an hour, write it down, and then you categorize it with a dollar sign, $1 being the lowest value, $4 being the highest value that adds revenue to your business.

And then after you've done that for an entire week, go back and look at those things and highlight the ones in green that light you up. That give you the most fulfillment, that fill your cup, highlight the ones in red that take and suck and drain energy. Guess what you do with the ones that are in red? You delegate them out and you get somebody to do it to at least 80% of your level.

And now you're gonna move forward and, obviously looking at the revenue coefficient on what's gonna actually bring the most revenue into your business. And now you can actually focus on the key things that are gonna light you up and bring the most revenue back into your life, into your business.

We'd be much. I know this.

There's, stuff that even a month ago I didn't like, but it was done. And I say, great, let's launch it next time. Let's do this. And then we just get it out there because honestly even, what was done beforehand could actually have been good and pulled better than what I think is gonna work as well. So you just, you never know. Just get it done, get it off your plate, move it out the door, move on to the next.

And that's actually something that you look at any of the top businesses that we've had on our podcast, speed.

But if you're ever wondering, Hey, is my marketing actually on par or not? Hit us up on purpose media.ca/marketing analysis. I said us, because guess what? We're the owners behind it, so it is our company. If you do have any questions, hit us up. We're here to provide value as much as we possibly can. Random question, Peter, part of the show it's one of my favorite parts. We actually have four queued up. I actually haven't even read it, so I don't even know what they are.

This is how random they're gonna be. You gonna choose, yeah. You have you get to choose. Do you want question 1, 2, 3 or four? We don't get to tell you what the question is until you tell us the number. Let's go one. What is the most unique or unusual talent you possess that No, not many people know about.

Okay. I, bet you I could determine that the homemade beef jerk is I think he's usually pretty, it sticks out. Yeah. Commercial beefer has that, sort of just glossy, sugary, crappy, a texture to it. It's always different.

Deer don adhere to the border crossing agents. Can they just go wherever they want's? A good point. Alright, getting back on track. Yeah. Part of why we have you on is the solar aspect of things. And, look, if anybody's lived under a rock the last few years, solar is definitely making a big push in basically any industry, right? There's a lot of people that are making the movements specifically in places like California and the Sunbelt states.

I believe there's also, I don't know if it's US wide, you probably know, but that 30% I think it's a federal credit that you get when you install solar. Combining it with an hvac. And I know when we were chatting you had actually mentioned some unique things that And the way that this is, you're not adding in a brand new line into a business, right? There's ways to do it without adding in. Say, Hey, we also do solar.

Right now you're building out a whole nother department, which we've had other people on the show. Say just master the ones trade, right? This is just an easy layout by training your selling your, sales guys and gals to be able to just add it into the mix, into the equation to be able to do it, and then it can almost cost consumers next to nothing. So I thought that was fascinating stuff. So what are you seeing in terms of, the solar space and integrating in with the H V A C space?

Now it's, finally starting to hit mainstream and it's, really like the wild, West because there's like very little to no regulation on it, which isn't gonna last long. But right now there's like almost no regulation. Just everything is unlicensed. Anyone can do anything at any, it's crazy. Like it's, s a little bit nuts. There's a hundred million homes in the United States that can go solar, that are fully ready for solar right now. 1%, I'm sorry, 3% of them have solar already. That's it.

Three. 3 million homes in the US have solar. There's a hundred million more that can't, and I'm not talking like ones in Alaska and Montana. No, I'm talking ones in solar friendly states that already have laws that favor them, that have rooftops, that are ready for them, that are perfectly viable candidate for solar. And there's 90, and there's 97 more million of them to go as of today. And obviously we know the population exploding and all these new homes popping up all over the place.

That number continues to expand every single day. So it's crazy. So we're seeing it. There's a bigger the roofers are the, were like the original home improvement companies that really started getting into solar because it was just a little bit more of a natural tie in and they're, already dealing with that kind of stuff anyway, so they've been catching onto this a lot longer than some of the other trades.

But HVAC is such a natural pairing because of the natural energy efficiency conversation that comes along with it. So it just makes sense. If that answers your question.

Obviously the southern ones are even better, but because of natural ways obviously of how that works. I guess if somebody, where does somebody start I guess let's start there because you look at how can somebody potentially look at adding this into the mix? Or I guess why should somebody even add this into the mix before they look at adding it into the mix?

There's just so many potential there's so many other, potential avenues for, revenue in HVAC that doesn't exist in plumbing and electrical. Electrical, my light switch is broken. Cool. What I mean sell you a monthly membership feed or for your light switch, like this just doesn't make a lot of sense, right? There's just not a lot of revenue potential in those other

And here I was creating these amazing relationships with these homeowners. Cause that's all I'm just a relationship based guy. And People buy from their friends, right? They don't buy from the guy who knows more than the next guy they buy from, the guy they like, right? So I'm like, if I can just be likable, you're probably gonna buy something from me, right? And it works, right?

I was going into these homes, creating these great relationships, selling them pretty high-end product packages, iq, the whole deal, right? Shout out to Gene Slade, by the way. If anyone needs coaching on iaq, man, gene Slade's the guy to go to. But so he taught me a lot of great stuff about IAQ sales and we, took the, his stuff and even adapted it to our own kind of methodologies and created some with some really creative sales approaches to I aq that was, we were doing remotely.

And that's how we end, that's how we ended up adding in remote sales, totally virtual sales into our HVAC was through Gene's training, which we realized could be done totally offsite. That was, I'll talk about that too, if you guys want. Cause that was a really cool way of adding in a lot of extra revenue. For guys who don't wanna leave their house, a k a me.

I'm in these homes, I'm selling 'em all these expensive packages, creating great relationships, but now I'm outta shit to sell them and they would totally buy more from me if I had something else to sell 'em. Cuz they loved what, they love me, they love my product, they love our company and our service. And they're like, what else do you got? We'll buy it. And here's what I didn't want to do. I didn't want to add in electrical, I didn't want to add in plumbing again. Sorry, plumbing guys. Sorry.

Hvac electrical guys didn't wanna do it. That was like you mentioned, it's like I didn't want to have to add in a whole new fleet to go out there and turn wrenches. I just didn't want to do it. That was always the biggest bottleneck in our business was the installers. I'm sure I'm not unique in that regard, so I'm like, anything that I can do that doesn't involve me bringing in new labor. Was definitely key.

So I knew, I realized I, I had to find something where I was really a middleman something. I was just pushing papers across the table and I weighed out a bunch of different options. And solar, by far, like by a landslide was the best thing because there was, I found ways that I could do it completely hands off where I was just a sales guy essentially. But like you even mentioned in your intro, the average sales commission on a solar deal is eight grand average without even being the installer.

So I'm like, I don't want to be the installer. Why would I deal with all the goddamn headaches? I know all about that. You don't need to tell me about the headaches of being an installer. So I'm like, if I can if I can make eight grand up, which is more than we were making on complete system, change out sometimes. How many guys here are making less than eight grand on a system change out? There's a room full of a hundred people.

I'm sure more than half of them would be raising their hands right now. So if I said, Hey, if you could do a system change on, you never had to lift a damn finger and just push some paper on to someone else, would you do it? I think every one of them looks like, fuck yes.

Now, back then, I just didn't know how to do it and I didn't have the licensing or the ability to pull these stunts off, but now I can. So back then we were just just straight up selling solar to people and it was a complex process back then because of all the paperwork and bureaucracy and red tape and the tax credits and stuff like that. So it was a little bit of a challenge. You really had to do a little bit of learning to make it work. It was great.

I loved it because it was a really easy upsell. I was, I already had the great relationships relationships with people at the time. I decided I want to treat it like a separate transaction. I didn't want it to potentially cannibalize our primary obje, our primary objective, which was selling hvac, but I didn't want it to step on my own toes. So I was like, okay, then maybe I'll do it in a separate transaction, right?

I'll come back later, I'll call them up I'll come up with I'll, find an excuse to call them up and figure out a way to do that. And we did, and it worked great. But like I said, but then that's when we found a much, much better way. To, do this, which I'm happy to share with you guys if you'd like. Yeah,

And there's some structure behind that I'd be curious to get into some of that part later on. But now I have the why. Now let's get into the how.

Cause of the natural conversation of energy efficiency, right? So here's I'll, give you like a real basic pitch. To wet your appetite a little bit. So the real basic pitch is you, come into the home, right? The customer says the, my system's not running, or it's cycling, or it's doing some weird shit, whatever. I don't know how to describe it, right? It's doing some weird stuff. Cool. Let me go, take a look at that, Mr. Homeowner.

My primary objective here is not just to fix your system and get it back up on some crutch and moving along there for you. My, my main objective is to find the problem itself, right? I don't just wanna keep throwing bandaids on it, if it's up to you. Do you wanna just fix the problem or do you wanna just keep me throwing bandaids on it? Of course, they're gonna say they wanna fix it, and I'm like, it doesn't even necessarily cost you mu much more money.

It just means I gotta do my, the thing that I'm good at, which is actually do some, investigate some investigative work. Do you want me to do that for you? They always say yes. Cool. Mr. Homeowner, look the, True Health report of any home pretty much is hidden inside of your utility bill. That's like the canary in the cold mine. That kind of shows me everything as to what's going on with your home. It's like the lab results of your blood test.

Like you may look real healthy, but your lab results don't. And that's the lab results of your home. So if you've got a utility bill nearby, you want to go grab it, I can go take a look at it for you real fast. Of course they say yes. They go grab it, take a look at it. Jaw drop. Oh shit, I'm seeing some stuff here. That's definitely concerning me. shout out to Joe Cera.

Man. One of my favorite things that Joe ever did was like, always prefaced by saying if I see anything that's concerning, do you want me to just go ahead and make a note of that for myself? So that, are we keep records of that or did, you want me to bring that to your attention as well? I love that line. I think I said that to my wife now all the time too. Shut up. I know where that comes from. So they stop trying to sell me shit, Peter. We, start with that.

Of course, now you have permission to show them the problems and then that's when we go. And I have a whole pitch for this, by the way, and it's really simple. It is not a complex pitch. It's designed like I, this is designed for any guy to totally get quickly. It's short. It's like literally half a page long. The whole pitch. And I trained the guys on how to do this. This is not designed to be this complex all day training thing. It's not a month long thing.

It's we sit down for a couple hours and you're ready to rock. So I, show them on how to read a utility bill. Un show. I show them how to identify the problems. I show them how to convey those problems in an effective manner to the homeowner. And then I show them how to solve these problems. Here's the thing with utility bills, it's like cancer. It's like the silent killer, which grows in sight of you sight unseen until it's taken over half of your body and then it's already too late.

And you didn't even know you felt fine. And then until you felt some lump, right? That's cancer. And it sucks, right? It's a silent killer. You don't even know it's happening. Or like when you go to your doctor, like I said with the lab results I feel fine. And he is yeah, this piece of paper is seen strongly disagrees, right? This piece of paper says you got a a week left to live, and you're like, shit, I better cut out the bacon.

So that's what this piece of paper does, and I show you exactly I show these guys exactly how to convey that in a super effective way. So now the pitch for this is, amazing. It's really, cool because, and I'm not just saying that because I sell shit, it's really cool because here's, the deal, like with solar, there's this 30% federal tax credit. It only exists for solar. It doesn't exist for any other thing and, it's been protected for the next 10 years.

So this pitch is viable for the next 10 years. And if they extend it further than great, but we got this 30% tax credit, which essentially acts like a 30% discount for intents and purposes. It's the easiest way to look at it. It's just a straight up, 30% discount. So now I'm able to talk to the homeowner and say, Hey look, we're gonna take a look at your system and then I'm gonna share with you what I find.

So now we go down to the basement, take a look at the system, come up with my, write down my list of issues, come back to the kitchen table, come up with my list of issues, and. Obviously the, natural move at this point would be for an hvac selling tech or a tech or even a, comfort device or whatever, to of course, gently pitch a system change out, right? Using whatever techniques that they want to use. And that's cool and that works a certain percentage of the time for sure.

And there's guys who are really great at that. And the Baker bitcoin core is a, master of that. But there's a way, there's an even better way. And here's the kick ass way to do it. If I'm able to pull that homeowner down and I, sit them down and I go over my list and I go here's some of the things. I go over my standard list of the problems I've found with, the system. Nothing unusual there.

But now before I start mentioning Hey, do you want to keep putting money into this thing that's already on its last legs? The usual pitch that everyone does now? Instead, what I'm able to say is Mr. Homeowner, the owner of our company, he was recently approved for some federal funding in order to do some really serious energy efficiency upgrades to the homes of his customers.

What that means to you is that basically we can now provide really serious energy efficiency upgrades to you with no money outta your pocket whatsoever. Would that be something you'd be interested in maybe hearing about? Sure. Peter, why not? Cool. Look, if you guys were interested, I could show you how you could go solar, and here's what that does for you. Very simply put Mr. Homeowner. Solar's just a simple bill swap. It's all it really is, right?

We're taking your expensive electric bill, which always keeps going up. It never stops going up. Minimum on the lowest end, 4% a year in some quiet states, upwards of 15 to 20%. In places like Texas, it's just always going up. It's the silent kill that I was talking about. Now all we do is we make that we, get rid of that and we replace it with much cheaper solar. That never goes up. You're locked in. It's the same price, and what's such a no-brainer about it?

Mr. Harmer, lemme ask you a question. Just your utility company did, do they have to call you to get your approval to ask for, to increase your prices? Oh, they don't. Do you? Are you ever gonna stop paying your utility company? No, you're not l let me ask you a question, Mr. Homeowner when, you bought your house is, it did, you get a did you get a regular mortgage or, variable rate? Was it a fixed rate or, a variable rate? Oh, it was a fixed rate. Let me ask you a question.

Would you ever get a variable rate mortgage that had no end date, to it at all? Everyone's no, absolutely not. And I'm like, do you realize that's what your utility company's doing to you? Now? Isn't, this pretty much the definition of of, predatory loan variable rate, no end date to it? That's a predatory loan, right? And do we realize that at least with a predatory loan, when you pay it off, you at least own the underlying asset, right?

At least own the house when you're all done, if you underpay, if you ever pay it off. But do you ever get to own the equipment that makes electricity for your home with your utility company? So it's even worse than a predatory loan, right? And they're like, shit. Yeah, I never even thought about it that way. And, that's when you're like, don't worry. Neither did I until I went solar. I'm not trying to make you feel bad, like I was just as guilty of this.

This is why I'm saying it's like the silent killer because all this stuff has happened because I didn't even look at my utility bill ever. So I had no idea all this evil shit was happening behind closed doors. I had no idea. You didn't know. My mom didn't know none of these people who now in my family have gone solar. They had no idea. That's okay. That's why I'm here. That's exactly why I'm here. So here's an option for you, Mr. Homeowner, if you'd like.

What I can do is I can put together an option for you where we get rid of this expensive, increasing electricity bill. Like I said, that goes away. We replace it with much cheaper solar that never goes up. Eventually you pay it off and now it goes down to zero.

On top of that, what I could do at the exact same time for you, because of your really lucky timing today, is that if you wanted, if it made sense to you to replace your HVAC system, now we could lump these two together and the same finance product. And the cool thing is, there's this 30% tax credit right now for solar is put it together on the same finance product. Now it's like you're getting an automatic 30% discount on your entire HVAC replacement system.

I can't even get 30% discount from my friends and family. So if you'd like, I can show you what this comes to. It'll probably be about the same price as what you were paying on your electric bill before. Now you got a whole brand new, now you got a whole brand new HVAC system on top of that too, we're gonna warranty it for the next, number of years. You don't have anything left to worry about. What do you think Joe Crisara, what should we do?

Et cetera, et cetera. What's, that part look like?

Because the reality of it is, it's like everyone in this industry always talks about how do I make my company stand apart from the rest? How do I become the premium dealer? How do I charge more than the next guy and validate that, right? How do I raise my value so that it exceeds my price, right?

This is sales in business building 1 0 1, but the fact of the matter is, I'm sorry to burst anyone's bubble, but the fact of the matter is, that any other HVAC company has also been trained on probably the exact same thing, right? So anyone who's worth a dam and has done Joe's training or Vic's training or, anyone's training is already doing that, right? So this is becoming a pretty competitive market these days.

These guys who have 20, 30 fans on the road, you don't think they've gone through that same training too. You don't think that they have a good value proposition pitch as well. Do you think anyone goes into the person's home and says, we have the, we have a mediocre warranty. We have the second best systems in the planet. No, everyone's, I got the best this and the best that and the right. Everyone's got the best everything. So just because you think that you have the Crispus white shirt.

Yeah. The next guy's got one. That's crispr. Yeah I took my shoes off at the door. Yeah he did too. And he had a really custom logoed mat and he left it with your neighbor. Yeah but, I gave them a mug. Yeah. He gave them two mugs, right? for us to think that we're so special, it's dude, come on guys. This is the internet area. Everyone has access to all this information.

Like I was talking about earlier, anyone, if you're up against high sophisticated companies anymore, these days, they're doing the same thing that you are. So you're really not standing out. But now you can, right? Because now you're able to really get rid of your competition because now you're able to show them, even without the solar part, forget the solar. Forget the fact that I just saved you this money. Let's just put, let's just shelf that for a second.

Now I'm able to sell you the HVAC system for 30% off. No one can do that. So now I can get you into the most high efficiency system there is out there at a cheaper price than the next guy who's pushing single stage garbage. And on top of that, I'm able to get it to you for pennies on the dollar because of the payments been spread out onto a 25 year loan product as opposed to everyone else who's pushing a 10 year home improvement loan.

And on top of that, how much do home improvement loans run for these days? I don't even know cause I don't use 'em anymore. Nine, nine, ten nine, something like that. Pretty standard, right? Close. But with solar? With solar, I can get you down to 3.99%

Now when they, we need to get multiple quotes, really, what is that gonna do for you? Are you gonna be able to get 30% lower at my price? No, you can't.

Anyone else who does this was not from the hvac? How many guys do you know that are specialists in both of these industries? In tandem, right? Like almost no one, I bring this very unique skillset to the industry, which is awesome because now I can create these very unique custom programs because I know your business. I know exactly how you guys run things. I know what your guys are like. I know what your comforts, comfort advisors don't want to do and what they don't wanna learn.

I know those pains. I've been through them myself a million times. So to answer your question very simply, I created a program basically, which is a really simple, short thing. It's, very simple. I come in, I don't even come in, I do the whole thing on Zoom. I train your guys over the course of a couple hours. I train them on how to pitch this. I provide them with the whole thing fully scripted out. Very, simple to follow.

I created the infrastructure for all of this to even happen in the first place. And by the way, we can take this even one step further because this infrastructure's already in place to be able to provide the funding for hvac. I don't have to stop there. I can provide funding for just about any other home improvement project they want as well.

This is where the pitch gets really interesting, because once you get their buy-in on the hvac, if they go, yeah this is a no-brainer, why the hell wouldn't we do this? And you're like, yeah, no shit. Obviously right now you got their buy-in on this and you're like you guys, I wanna throw this out there. Were there any other like dream projects that you guys wanted to get done around your house?

Like maybe a dream pool that you've always wanted to install, or maybe the basement that you've always wanted to refinish with that cool man cave and the cigar bar down there, or just a kitchen, re kitchen remodel? Anything like that you guys have wanted to do? Yeah, Peter, we've always wanted to remodel our kitchen. That thing sucks. Oh, cool. So now I talk to them. I living the dream. I have them really put themselves inside of this new kitchen. Oh, tell me about this new kitchen.

What kind of flooring? What kind of countertop? Is it gonna be modern? Is it gonna be traditional? Tell me all about it right now. Really? Oh, are you going to, can you see you and your wife hanging out in there, making dinners together and sipping wine? What kind of food do you like to make? Who does the, who's the big chef from the family? Come on, don't lie. So really get seldom on the dream. Get them emotionally tied in on this new renovation project now.

And you're like, now once that conversation is done, you're like hey, Mr. Homeowner, if you'd like, what I can do when we go to check the finances, what I can do if I can check to see what you guys might qualify for. And maybe there's enough funding there to get some funding for that kitchen as well. Of course, at the same 30% discount and with the same really low. Payments. Would you like me to check to see if you guys qualify for that additional funding?

Now you tell me that another HVAC company can come in and steal your business from you. Can't be done.

The old families that used to have the chest that they would give their kids and it was full of antique items and things like that. We talked about putting Cutco knives in that. And I would sell four sets to a, family where they had kids that were under 10 years old and they would keep them for 10 years before they even gave 'em to their kids. So being able to connect and, sell off of emotion is, incredibly powerful cuz people buy off of emotion, they justify with logic.

So I think you've, hit the nail on the head here in terms of emotion, in terms of being able to, really make this make sense in terms of owning the market share in terms of owning customers and being able to keep them on long term. Help it make sense from a logistical standpoint now to the business owner. How do we implement this? How do we get What, do the economics look like for me as a business owner?

So no hard pull. So this whole thing is just on the soft pull. It doesn't even affect your credit. We only take the last four of your social. So now like I don't even have to do a, hard poll. There's cool benefit number one. Number two the, funding for the dream project, we'll call it in this case, the kitchen that is just simply a check that gets written right back to the homeowner. I'm gonna ask them, how much do you think this dream kitchen remodels gonna cost?

And they're gonna say, oh, probably 25,000 bucks. Cool. We'll write them the check cause we're gonna over, we're gonna fill up that solar loan with this additional funding for that. So now they get a check back for 25,000. And the same exact thing happens for the hvac. We just add that in onto the solar loan. Just a simple line item, not even fancy, one item HVAC 15 grand done, boom.

We transfer this over to the new owner. Or you can choose to just pay off the whole thing you want with the extra proceed from the sale of the home. You can do it either way. So simple, not hard. Yeah, that makes sense. Now let's, let me answer your question about what's in it for me, the HVAC owner, right? How much do I think, right? Let's talk about that, right? That's what everyone really wants to know. So let me throw out some metrics. Simple ones, really simple metrics.

So the average home in the US requires eight and eight kilowatt solar system. That doesn't mean anything. Forget that. All that matters there is that the average commission per kilowatt is a thousand dollars, hence $8,000 commission on the average home in the United States. In Texas, I've sold 25 kilowatts systems. So we're talking $25,000 commission. So Texas companies should be paying attention for sure. Solar in Texas is just booming. It's the biggest state by far for solar right now.

So there's, your average KPI to keep track of, which is the eight grand per home, right? Just using the average, home in the United States. Now, as far as splitting that, you can do that however you want. I've had conversations with business owners and we've gotten to, we spend a pretty good amount of time really philosophizing over how to do this.

What I have learned is that you don't want to overdo it with your reps, like with your comfort advisors, because then they'll just leave and go sell solar. It's just seriously, it's like when they see eight grand on a solar sale, like, why am I peddling why, am I peddling the, this HVAC crap to make 400 bucks on a, I see guys who are making 400 bucks on a system change out. Yikes.

So I always tell 'em like, you guys, you want to keep it in line with whatever your like high-end commission is, and if it's a full high efficiency system change out, and if your guys are making 1500 bucks on a system like that, then I would keep it somewhere in that ballpark. You don't want to totally eclipse that, because like I said, then they'll just jump ship and go sell solar instead. Keep it somewhat similar, but that's great because look, now your guys make is this easy money, right?

Because such an easy pitch. So now he's able to triple his income. Could you imagine if a comfort advisor who's used to selling, who's used to, by the way, pulling teeth in order to sell a full system change out, right? Which is not an easy thing. No matter how good, unless you're Victor Rancour, I get it. But like for the average person, this is not an easy thing, right? It's still hard work.

But could you imagine now if they could sell three times the equivalent of that in every sale, a system change out and solar and a kitchen remodel, each of which packs the same commission. Now they're going from 1500 to $4,500. This is now they're a millionaire, right? This is bananas. This is a crazy conversation. There is an actual path to set real seven figures for a guy who graduated high school like, good, I'm glad this exists in this world.

Yeah. This is definitely the better way to go because now I can provide this very clear and concise training on how to get guys to literally selling three times what they were normally doing, and using a methodology that's easier than what they were doing to just sell hvac. All right.

So we were running all, that's what I'm saying. It wasn't, it was un like, if I had this sort of methodology, then yeah, we would've been probably sold for twice as much. You know how much revenue it added to your business? What's that?

And that was like Jesus Christ, if I had the ability to wrap this up into one transaction and had the slick had the slick pitch that I had, now we could have quadrupled those numbers easily.

If you're one of those individuals that's at maybe five to 7% and you're like shit, how can I add more onto this without really adding more onto this, right? Now this is one of those, potential options on that.

Due to math, that's massive to the owner especially, right? Let's go back because it's 6,500, right? Because the the, comfort advisor is keeping 1500 of it, right? So 6,500 times four, it's $26,000 to the owner per comfort advisor,

getsolarwise.com/partner if you wanna get in touch with them directly info at, and these will be in the show notes. Two by the way info, get solar wise.com and let's blow 'em up at 3M drunk texts 3 0 3 5 9 7 8 6 87. Send him your best Jewish jokes, cause I'm sure he'll probably love that.

Like I always tell guys, it's do you think that professional golfers do you think that they learned how to become pro golfers by like using their custom clubs that they had custom made from them by like their custom club manufacturer? And then the next day. They try out lefty clubs and then the next day they try out clubs that are like too long for them. And then the next day they just mismatch a bunch of fuck no. They could never get anywhere in life doing that.

There's obviously the other, the adage of that, an objection is just a symptom of a bad pre presentation, right? But every objection that comes up, guess what? They're always the same. And you can always script out ways to be able to handle those objections. Then what you do from that, you move into role playing because now you have this out.

Now you role play through the whole script and it becomes even that much more dialed in for your sales or for your selling techs and your sales guys, and everybody as else says, is out there. Comfort advisors, everybody. CSRs even should have a script too. Write everybody that is come on to customer facing should have some form of script.

We're always doing script reviews. And by the way, I'm not suggesting that we read our own words script for script. That's actually not what I'm saying. But what I'm saying is that we're using it with this very strong blueprint, and that when we discover these really cool little edits, then of course we're gonna like shit. Say it exactly like that. Cause that makes such a big difference. And then you add that up over the course of years. Come on guys, this is life changing.

If you're not, if you don't have a script, and I'm saying, I'm not saying you need to read it word for word, but you need to have this blueprint as this architecture for what you're doing. It's it's the backbone of everything. That'd be like fucking Martin Scorsese going, Hey, we're going to film this awesome new movie, but don't worry, we're just gonna fucking improvise. It'll be fucking awful, right? It'd be an awful movie. No one would ever watch it like Wolf Wall Street.

Pretty fucking awesome. Scripted, right? Like every movie, ever scripted. What are you doing?

Because when you sound like a robot who's reading a script, nobody buys from that either. You can have all the right lyrics, both out the right music, it fails. When you have that blend of the two together, that's when the magic happens.

But these questions are designed to elicit an emotional response, just like you said, right? Cuz we buy based off of emotions. So if I can get you emotionally involved in whatever it is that I'm selling you, but more importantly if I can get you emotionally involved in me as well. Who's gonna win? Me, 10 outta 10 times. Who are they gonna buy from? The guy who is literally just when you walk, into your doctor's office and you say, my knee hurts, does he immediately just write you a prescription?

Say, here go take this and fuck off? No. Like he sits and talks sometimes. Sometimes, yes. Depends on the doctor. Depends on the, yeah. If, they're in Florida, yeah. A hundred percent of the time. Strip mall.

But any pq you guys is just get on YouTube and just honestly sorry Jeremy for giving away your secret here, but like 95% of all of his paid courses is free on YouTube. It's crazy, like most course creators these days, like Alex Formo is the first one to really talk about this. He's if you want to get big in this world, give away more than what other guys are paying, getting paid for.

The other five to 10 people in the room, they're gonna find that answer out anyway. They're gonna do it anyway. So you might as well be the person giving them the value to be able to change whatever it is their circumstances

Give it to 10 people, nine out of them won't even read it. Maybe the 10th might come close. But they want you sell the implementation. You show them how to actually do it step by step. And that's what I'm doing. Like I gave you my script. I gave you my whole pitch. It's really not much whole heck of a lot more to it than that. I just gotta show you how to really put all the nuts and bolts together. So it's not harder than what I just did it.

If it were harder then it wouldn't really work to be honest with you. Yeah.

Thank you for adding some value, and we'll look forward to chatting with you again soon.

Relinquishing control and del delegating out, I think is something that is a struggle for a lot of business owners and doesn't get enough credit in light Sean in that particular conversation because it's a very real thing. Now. You're relinquishing this control, this baby that you likely started when it was just yourself doing everything, and now you've built up this business to be able to having other people and Straight up fuck ups, right? Like people are gonna fuck shit up.

and it's gonna happen, but, you know, no one person is perfect. No one company is perfect. And when you let go of part of that internal dialogue is when I think you can start to move that need a little bit more in your business.

What gets you to those plateaus is not gonna continue to push you forward. You have to take a step back, pause. Think through what it is that you need to change, who it is that's missing from your team, that's gonna allow you to get to the next level. that's another book that I really loved. It's not who is Who, not How, where it's, it's really taking a step back and saying, not how do I fix this? How do I get through this? It's who do I need to get into my ecosystem?

Who do I need to bring into my business so that we can fix this and move forward?

Now, how can a business owner add this into their business just by. Pushing paperwork across the table and it's done. They don't have to worry about it. Like that's innovation. To be able to take avan, like take advantage is the wrong word there, but, in the sense of utilize what programs are out there, utilize other infrastructure, utilize a network to be able to say, Hey, let's do it the right way for people and add in this green initiative.

If you're not in the Facebook group yet, join the Facebook group, facebook.com/groups/h v revealed. And you took one nugget from this episode, make sure you introduce it to one other person. That, can also, unleash the ultimate HVAC business. And Thad wants me to tell you to text us at 7 1 9 8 2 4 1 3 7 7. You can send him your dick pics. Thanks so much for joining us this week, and we will see you next week.