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so we got a question from a viewer and it goes something like this I'm out on the lead I'm running the process I'm doing everything I'm supposed to do based on the process the system that I've learned but still I get to the end and there's zero urgency on the part of the homeowner how do I create urgency that's a fantastic question but the problem with the way the question was asked is that it assumes that you can create urgency at the end right you've gone through your presentation you're down to the very end now how do I create urgency the problem is at that point it's too late you have to start creating urgency early on in the sales process how do we do that well there's a number of ways obviously in the course of the sales process we should be going through a comfort survey during the course of that comfort survey we should be uncovering problems problems with hot and cold spots problem with Suzie's little allergies problems with efficiency problems with high utility bills you have to uncover those problems and then you have to kind of use those to create urgency we call this process to pain pyramid and the pain pyramid is just a little pyramid and the bottom line is the first step of the problem the first step of the process the base of the pyramid is to identify the problem the next step is to irritate the problem and then the third step is to solve the problem so let me give you a kind of example let's say for example you're in your quit your comfort survey and you ask the homeowner any issues with allergies indoor air quality that type of thing and the guy says yeah my little dollars daughter Suzy has allergies okay now you identified the problem now you must irritate the problem oh really Suzy has allergies tell me what her symptoms are like oh well she gives you no runny noses in the summertime or she's sneezing whatever in the summertime now I got to continue to irritate that problem I say so mr. homeowner how does it feel when Suzy's having these symptoms and you can't do anything about it oh man this feels helpless right well let me offer some solutions to you when I design your system that will help with those with those symptoms right so now I get to the end an hour later I can bring that back up I'm gonna recommend that we go with our highest efficiency indoor air quality package because you said Suzy's allergies made you feel helpless when we this system for you you're not gonna feel helpless you're gonna feel like you solve the problem for your little girl right so now I just created some urgency so what if it said the degrees outside that's not gonna fix her allergies you have to find ways to identify problems irritate the pain and then offer solutions to the pain let's say for example Bobby's room is very very cold in the winter cuz it's over the garage it's a hot in a cold spot right well mr. mrs. homeowner any hot and cold spots yeah Bobby's room is really cold in the winter oh really tell me a little bit about that well it's so cold in there in the wintertime he's got to sleep in a coat right he looks like he's an Eskimo I'm he's sleeping in a coat Wow how does that make you feel when he's so cold in his room ah feels terrible I hate my kid you know not being comfortable well when we get near the end and I designed some options we'll make sure to address that for you now an hour later I'm saying hey I'm gonna recommend we do a variable speed with some additional ductwork because you said that you felt really terrible about little Bobby in his bedroom situation and when we this system and design the solution you're not gonna feel terrible anymore right same thing with heat with the money with the energy over payment mr. mrs. homeowner how much you're spending on utilities you know 300 bucks a month well wouldn't what if we could save you a hundred bucks a month of the new system I mean over the course of a year that's 1200 bucks over the course of five years you know it's six thousand dollars imagine taking six thousand dollars mr. homeowner walking out the front yard and ripping it up and throwing it up in the wind how would that make you feel I feel stupid right exactly well when we're designing your system we'll design a system that's very efficient so you won't have to worry about wasting that money you won't feel stupid anymore at the end mr. and mrs. homeowner I'm gonna recommend this high-efficiency system because you said you don't want to feel stupid sitting all that money to the utility company when we their system you're gonna be able to keep that money right there in your pocket right there where it belongs so there's three quick examples you have to search for problems that people have with respect to efficiency with respect to indoor air quality with respect to air flow all these different issues you have to find the problems of the symptoms that are a result of those problems then you got to find out how people feel about those problems all right that's gonna irritate their emotional state a little bit then you offer solutions to those problems now the question that was asked about no urgency I imagine the situation is that we're going in we're running through the process and we never really uncovered any problems we never irritated any pretty pain we never created a new urgency well of course there's no urgency it's seven degrees out you have to create urgency where it doesn't exist listen when it's 100 degrees outside you don't have to worry about urgency right it's urgent they want to get an air conditioner when it's super cold outside same thing but that's six months of the year the other six months of the year we have to create the urgency and we create the urgency by finding a problem irritating that pain and then offering a solution [Music]