Show Information

Episode Number: 116

Date: Recorded live at Service World Expo (Oct 2025)

Duration: 30:38

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: [email protected]

Guest Contact Information

Guest: Doug Wyatt

Company: Synergy Learning Systems

Guest Website: SynergyLearningSystems.net

Guest Email: [email protected]

Gift to listeners: Free access to “Foundation 3: The Wordsmith” (42 micro-learnings / ~6 hours). Use the Contact form and choose the option for Justin’s podcast. Plus: entry for a $40,000 year-long training package giveaway (details via Doug’s team).

Summary

Live from Service World Expo 2025, Justin sits down with sales trainer and contractor advocate Doug Wyatt to unpack “closing without conflict.” Doug shares his “grandmother rule,” the seven foundations of effective communication, and why technicians should always present options (good/better/best) without projecting their own wallets onto the customer. He role-plays a simple framework for the #1 stall—“I need to think about it”—by sorting it into three buckets (questions, wrong recommendation, price) and then “reducing to the ridiculous” to reframe value. Doug also digs into mindset, the Pareto principle in your shop, recruiting A players (and curing/cutting culture cancers), and his 52-week path to mastery that ties call center, field, sales, install, and leadership into one continuous implementation rhythm.

Takeaways

• Present real options: many customers will choose premium when they understand value—don’t remove their choice.
• Handle “I need to think about it” with the 3 buckets: more questions, wrong fit, or price—then address the true issue.
• Use “rare listening”: reflect, relate, and keep resistance low—never dismiss concerns.
• Reframe price: “reduce to the ridiculous” (e.g., weekly cost over system life) to connect investment to everyday value.
• Master the third head: ops and technical matter, but communication is the multiplier.
• Build culture intentionally: recruit A players, grow hungry B’s, and address persistent problems decisively.

• Opening & why technicians “aren’t salespeople” (and why they actually are)
• The Grandmother Rule & values from the trades
• Options selling: good/better/best without bias
• Role-play: Defusing “I need to think about it”
• Price psychology: get to the real objection, then reframe value
• The three-headed monster: ops, technical, communication
• Pareto in your shop: focus on high-leverage people and activities
• Recruiting & culture: A players, standards, and steady improvement
• 52-week path to mastery & weekly role-plays
• How to claim the free Wordsmith training + giveaway

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Mentioned in this episode:

SERVICE MANAGER ACADEMY 2026

WWW.SERVICEMANAGERTRAINING.COM