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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to a detailed journey into the fast-paced, innovative world of Power Selling Pros, a company that has revolutionized customer service in the residential home services industry. This post will delve into Brigham’s vision and journey to establish his company, dissect the principles that underlie its success, and offer insights into the marketing and sales strategies that drive its growth.
“I founded Power Selling Pros about 15 years ago, and I was essentially broke at the time.” – Brigham
Brigham’s story begins in Florida, just as the economic downturn of 2008 struck. As someone deeply entrenched in the residential home services industry—covering residential plumbing, heating, cooling, and electrical systems—Brigham was enthusiastic about a company that claimed to simplify and expedite HVAC system sizing within minutes using advanced technology. Unfortunately, things didn’t pan out as expected.
Initially, Brigham’s venture seemed poised for success. However, after five months, the company was struggling. Brigham found himself in the hard position of paying his employees but not himself, a situation that reached a breaking point when he drove aimlessly instead of pulling into the office driveway, seeking solace in a Barnes & Noble bookstore.
“I couldn’t even pull into the driveway. I just kept right on going on that main street to the edge of the city.”
In the bookstore, Brigham discovered Jeff Gittermer’s Yes! Attitude, a book that transformed his approach to business. At first, it seemed overly cheerful and fake, but Brigham persisted and eventually, this enforced positivity started returning real positive interactions.
By forcing himself to project a positive attitude, the energy reciprocated was genuine, leading to an unexpected but profound change within Brigham.
“Funny thing when you fake positivity, what comes back to you is authentic and real.”
This newfound positivity became integral to the future training principles of Power Selling Pros. The first principle in what would eventually become the company’s cornerstone training tool, The Pattern for Excellence, underscored the importance of maintaining a positive attitude.
Relocating back to Utah for familial support, Brigham crafted the early version of the Pattern for Excellence on a card table in his brother-in-law’s basement. This framework comprises eight principles aimed at one goal: creating a wow experience for the customer.
The Pattern for Excellence addresses the principles necessary for delivering outstanding customer service and is now foundational to the coaching program offered by Power Selling Pros. This program involves extensive one-on-one coaching sessions using real customer interactions to ensure effectiveness.
Brigham’s break came when he realized local companies still needed efficient call handling to convert leads into paying customers. He proposed training Troy Nearing’s team at Nearing Plumbing and Heating, emphasizing the value of proper call handling even when leads seemed primarily focused on price queries.
With a 20% increase in call conversions in just a month, Brigham’s approach proved successful. This initial success paved the way for rapid growth, with other companies quickly seeking his training services.
Power Selling Pros’ coaching program spans about a year and a half, progressing through four levels of certification. The goal is to ensure trainees not only book 85% of their phone calls but also leave customers highly satisfied, thus increasing sales conversions.
“So it sounds like you’re a unicorn in the sense that you have a marketing, advertising, and a sales background.”
Brigham’s dual expertise in marketing and sales uniquely positions him to understand and bridge gaps between these two critical business functions.
Brigham points out that marketers often focus solely on building the brand, whereas sales teams are driven by immediate results. He advises small companies to be laser-focused on results due to limited resources.
“If you don’t make sells, you’re toast. Who cares what your brand is, especially if you’re a small company.”
For small businesses, every marketing dollar must yield tangible outcomes that the sales team can capitalize on. Larger companies might have the luxury of building a brand over time, but startups and smaller enterprises must see immediate returns.
On a personal note, Brigham shares the immense pressure he faced when his youngest son was diagnosed with autism. The substantial cost of therapy added to his financial strain, making the success of Power Selling Pros essential not just for professional reasons, but personal ones too.
Despite these pressures, Brigham’s focus remained on helping others succeed, which in turn would bring his own success—a philosophy inspired by Zig Ziglar’s timeless advice.
“What is an element of marketing in 2024 you’re excited about?”
Looking ahead, Brigham is particularly excited about advancements in technology that allow for better tracking and analyzing of sales interactions. This tech enables businesses to understand what marketing strategies work best, thus improving accountability and effectiveness.
New tools ensure that marketing strategies are no longer judged solely on impressions but on real, actionable data, making it clear whether strategies are delivering tangible results.
For those interested in Power Selling Pros and how they can assist in transforming customer interactions, further information is available on their website.
“Our goal is for you to be the only one that goes out. When you’re the only one that goes out, chances of making a sale go way up.”
Brigham’s journey with Power Selling Pros is a remarkable story of resilience, innovation, and a relentless focus on creating exceptional customer experiences. His insights into the intersections of marketing and sales, the power of a positive attitude, and the future of data-driven marketing strategies provide invaluable lessons for businesses striving to thrive in competitive industries.
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