people don't know how to buy what you're selling.

They don't know how to buy garage doors.

The worst thing we tell salespeople is you're selling to educated buyers.

It's not true.

They have access to information, no question.

But we know more about the world of potential solutions in our industry than they do.

And that's one of my favorite questions to ask salespeople.

Who knows more about the world of

potential solutions in your industry? And I've never had one individual say, oh, the people I sell

to know much more about the world of potential solutions in my industry. It's never happened.

And so that gives us, in my opinion, an obligation and an opportunity.

The obligation is to help people make an informed buying decision.

The opportunity is to shape buyer decision criteria because they don't know how to buy what you're selling.

Now, that doesn't mean we get to lecture them.

The idea is we ask them questions, lead them down a path so they see what we're seeing.

Welcome to the Home Service Expert, where each week Tommy chats with world-class entrepreneurs

and experts in various fields, like marketing, sales, hiring, and leadership, to find out what's

really behind their success in business.

Now, your host, the Home Service Millionaire, Tommy Mello.

Hey guys, welcome back to the Home Service expert.

I've got a little cold today, so apologize.

I've got a very awesome guest.

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