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#93 Revamping Home Services: Entrepreneurial Insights with Brigham Dickinson

“You’ve got to pick your customers wisely and decide what you’re good at… you just need to decide what kind of marketing company you are.” -Brigham Dickinson
Brigham Dickinson is president of Power Selling Pros and founder of the Power Certification Program, a call-handling training program that holds teams accountable to booking calls and creating “wow!” experiences over the phone. Brigham started Power Selling Pros in 2009 when he saw that call handlers needed assistance to consistently convert calls to bookings. As a result, Dickinson answered the need and created the Power Certification Program to effect change in his industry’s call centers in the United States, Canada, and Australia. Dickinson’s company holds teams accountable with a combination of online training, call monitoring, regular one-on-one phone-based coaching, and in-person training—all supported by a vast library of prerecorded calls that showcase best practices. In this episode, Brigham shares his journey going from broke to building a million dollar training company. Learn the key principles he’s used to empower HVAC and plumbing technicians to convert 85% of their sales calls by delivering “wow!” customer experiences.

About the Episode

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.

The Genesis of Power Selling Pros

“I founded Power Selling Pros about 15 years ago, and I was essentially broke at the time.” – Brigham

Early Beginnings

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.

Facing Adversity

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.”

The Turning Point: Finding a Positive Attitude

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.

Fake It Till You Make It

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.”

A Foundation of Positivity

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.

The Birth of the Pattern for Excellence

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.

Foundational Training

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.

Gaining Momentum in Utah

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.

Early Success

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.

Coaching Program Structure

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.

The Intersection of Marketing and Sales

“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.

Common Pitfalls in Marketing and Sales

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.”

Tailoring Strategies for Business Sizes

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.

The Compelling Need for Adaptability

Personal Challenges

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.

Determination through Adversity

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.

Future of Marketing: Data-Driven Strategies

“What is an element of marketing in 2024 you’re excited about?”

Embracing Technology

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.

Transparency in Results

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.

Engaging with Power Selling Pros

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.”

Conclusion

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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