Get Buy-In from your Prospects
Knowing how to make sure your prospects are invested in every transaction you do with them will increase your closing percentage incredibly! In this episode you will learn how to master these situations and increase your sales! Make more money!
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Keith Cosentino: Let’s talk a little bit about hot glue, specif for paintless dent removal. What kind are you using? You can get a decent pull from any type of glue. I mean any. You can go get some stuff from the craft store. You can get stuff from Walmart. In fact, I used Walmart glue for a long time. Before I really got into the manufacturing side of PDR, Walmart glue was my glue. You know what I thought? All these colored glues are fancy ways to trick me out of money. How much better can they work?
Well, to some degree, I was right. Some of those colors suck and they’re there just to take your money. However, once I opened my eyes and got some of the samples of glues that were the real deal, glues that really did work better, I thought, “Holy smokes! Here I am again, doubting the technical progress of our trade. Just because something looks different doesn’t mean it’s not better. It doesn’t mean it’s a scam.” So I started using colored glues. I found two that worked amazingly: green glue and the pink glue. We stock both of them on blackplaguepdr.com.
But I wanted a glue that worked even better than that. Can a glue work too good? Yes. Superglue and Liquid Nails work too good. They will take the paint off the car. That’s not what we’re after. It’s a fine line of maximum adhesion but not going over the top and ripping the paint off the car, putting us further back than we started in the first place. We wanna leave the paint on the car. So we need something that doesn’t have maximum adhesion for a hot-melt glue. There’s a lot of glues out there that are made for construction and manufacturing that would make this glue look like it doesn’t work, our glues that we use. But we have a specific purpose and we need to find a maximum adhesion we can get out of those conditions.
That’s what we’ve done with our new line of glue, TabWeld. TabWeld is the new standard for PDR. You don’t think it can better because what you’re using works now. But if you want to function at the highest level, you’ve gotta squeeze the last 2, 3, 5, 10 percent of performance out that everyone else is leaving. It’s just like racing cars. Everything has to be dialed if you wanna go faster than the other guy. If you wanna do a better repair with less pulls, or do a repair that someone else said couldn’t be done, you’ve gotta have the best tools. And glue is so stinking cheap for how much you use. I did a $600.00 repair the other day. I was on it for four hours. And I used two sticks of TabWeld the whole time, and I glue pulled the whole time. That’s not a lot of money to put in, and there’s almost no other expenses in our business.
Stop being shortsighted. Buy the glue that’s gonna make your life easier and more profitable. Don’t forget, that’s what I’m all about in this business: making more money. And if you’re using the right tools, you’re gonna make more of it. I can promise you that. You got the right lights. You got the right tools. You got the right tabs and the right glues and you know how to use it all? Magic happens.
That’s what I’m trying to tell you about. There’s a glue that works better than what you’re using now and it’s called TabWeld. It’s still in an early release stage. We’ve got samples out right now. If you buy anything on blackplaguepdr.com you’re gonna get a sample. You can go on there and just pick the sample, if you want. You’ve gotta pay for shipping if you do that. But very shortly, here, in a matter of weeks, the TabWeld is gonna be released full steam ahead and you can have as much of it as you’d like.
Check out the website TabWeld.com. You can pop yourself onto our mailing list there so you can be notified the minute we are releasing it. We’ve got some exciting stuff coming out with that. You are going to be impressed, I promise you. And if you don’t like it, I’ll buy it back because I use it every single day. I can’t have enough of it. Buy it! Enjoy it! Make more money! TabWeld.com.
I’m Keith Cosentino; he’s Shane Jacks. This is the PDR College podcast, where we are happy to hang out with you every week to work on your PDR company. Paintless dent removal is our passion and we are here to share everything we’ve learned with you to help drag you out of the depths of mediocrity and bring you up here on top of the mountain where we are enjoying the nice clean air. We do it because we want more and more satisfaction. But we want satisfaction by way of cash.
Shane, tell these boys and girls why we want so much cash.
Shane Jacks: So we can hire personal Sherpas to take us up that mountain we are climbing, Keith.
Keith Cosentino: I would love to have a personal Sherpa. But does he have to look so ethnic? Can I have one that fits in more in my neighborhood?
Shane Jacks: That’s fine. I don’t think that’s a problem. I don’t know if he’ll be able to climb or not. Do you guys even have hills out there?
Keith Cosentino: We got some hills. We got foothills. We literally have foothills. I would love to have a Sherpa. I do not hate on any Sherpas. I don’t even know what nation that is.
Shane Jacks: I was about to ask you, actually. I swear that was the next thing coming out of my mouth.
Keith Cosentino: I could only get more racist as I guess. So I’m just not even gonna guess.
Shane Jacks: To get more racist you would have to start as a racist. There’s some admission there.
Keith Cosentino: Yes. There is. Since I can pretend I’m a comedian, I get immunity and I can make all these crazy racist jokes. And then I can say, “Hey, man. I’m just joking. I got black friends.”
Shane Jacks: The key word there was ‘pretend.’
Keith Cosentino: Yes. What’s going on in the world of Shane Jacks? There’s some exciting stuff going on over there.
Shane Jacks: We’ve got this new tool coming out, Keith. The more I use it and let other guys use it – you’ve used it now, actually.
Keith Cosentino: And I wanna tell everybody don’t be sad. You see pictures all over the Internet of people using it and you’re not one of them. I, for a long time, was also not one of them. Don’t feel bad if you didn’t make it to the initial batch. Neither did I.
Shane Jacks: It’s because I tend to ship my products out by horseback. And you are on the other side of the country and it just took a while to get there, Keith.
Keith Cosentino: That’s why my glue didn’t get to you. I strapped it to a stray cat.
Shane Jacks: I still don’t have any fricking glue. Everybody else has glue. Everyone.
Keith Cosentino: That is the truth.
Shane Jacks: I’m looking at these pictures on Facebook. “Hey, I got my TabWeld.”
Keith Cosentino: Man, we shipped a lot of TabWeld. And we still got a little bit left over, so if you missed the boat there, it’s open. It’s there. It’s ready to go.
But this new tool of yours, I got to use for the first time on a Tesla hood. I know a lot of you all haven’t seen these Teslas unless you’re in a rather affluent area, then they’re everywhere. They’re everywhere here. They all have this notorious damage in the front of the hood because it’s a stupid construction style. They kind of screwed it up, and if you push down to shut it you make damage there. It just contorts it. It can be in five different ways it can be damaged. It can be just a fold line. It can be a crease along the front of the hood. It can be a big, what I call mystery lump, or a combination of all those things.
Everybody’s got a different scenario for fixing them because we’re trying to figure out as an industry, but when there’s a fairly large – I’d say about an inch and a quarter of double layer where the inside aluminum and outside aluminum is in the panel bond – and if you don’t know what that is, the panel bond is when they’re skinning a panel, it’s not just crimped over on the edges. It’s actually glued with an epoxy. They call it panel bond. It’s mechanically folded over and fixed but it’s also glued on, the skin to the shell.
That panel bond is crazy strong. When you try to glue pull something through the panel bond, it won’t work because the panel bond glue is stronger than the PDR glue, so you lose that fight every time. That’s why when you put a tab right on the edge of a panel, trying to pull up away from that fold line, when you’re trying to tab a fold line down, if you pull too hard you create this crease. The crease is that – you think how can I make a crease by glue pulling? What’s happening is the outside skin is stuck in that panel bond, so right where it isn’t stuck the PDR glue is strong enough to pull it up so high that it creates a big enough difference between the panel bond and where you yanked that it manifests as a crease.
There’s nothing you can do to fix those creases except work through the double layer. Before, the only way we did that is to just whack it, try to whack it accurately. Some guys are good at it and some guys were not good at it. Most guys are in the middle. But now with this tool of yours, Shane, you can just work it with normal steady pressure like you’ve got a tool with the perfect leverage and the perfect hole and the perfect length and tip and everything. You just push and you can see what you’re doing and everything goes – it comes out smooth.
I did a six-inch panel bond crease in this Tesla hood. Gosh, probably five minutes. And that was the second time I ever used the tool. The first time I ruined a door edge because I didn’t know how powerful it was. That was on a trial – a parts truck, it’s all smashed up. But this time was the first time I really used it on a nice car. I used the whale tail tip to work the crease lengthwise instead of poking it up with a bunch of little points. Man, so fast, so smooth, a beautiful repair in minutes. Amazing.
That repair literally would not have been possible at all, really. I could have hit it with a tap down, but a six-inch long crease, you’re gonna buckle that up somewhere. You’re gonna over strike it or you’re gonna get two strikes so close to each other but not close enough that you can’t get in between the two. Because when you hit it with the tap down, you make little divots in the bottom, and then you’re likely to go back into those divots with the tap down the next time and back in the wrong spot.
Everybody throws this term around in PDR: game changer. Everything’s a game changer. But it’s not really true. It’s kind of a dumb thing to say. If my TabWeld is better than before, it’s not a game changer. It’s just making the same – it’s the same exact game but better. You haven’t really changed it. But this is. There was no other method to do this repair and now there is. That, as a definition, is a game changer. This changes what you’re gonna do when you encounter this type of damage. Like glue pulling initially, it was a game changer. This is a game changer. It’s changing the way you’re gonna attack these kinds of damages, which you don’t think they’re that common are that common until you get the tool in your hands and you realize there’s actually quite a few.
I didn’t tell you this, Shane. I had a Boxster S, second generation Boxster S, clamshell smash. The roof was halfway up and the internal cable system broke and the whole thing came crashing down on top of itself, and put like an – I don’t know. I didn’t measure the thing. About a 12 inch dent in this clamshell. If you know those cars, that clamshell isn’t even 12 inches wide. The whole thing was smashed in this big section. They’re flimsy metal.
I just got to repairing it nice and slow, and then once I finally put the light on it, I could see the back edge was bent in the double layer where it was seamed together. It was kinked down. It kinks – it comes over and down. It’s not a flat lip like an edge of a door. It has a 90-degree lip on it. I couldn’t really hit it with a tap down on its side, like I’d like to. So I got the edge jack back out with that same whale tail tip and I’ll be darned if I wasn’t able to straighten that edge just with a few squeezes of the mini lifter.
Shane Jacks: Nice.
Keith Cosentino: And relax that tension on it. Because if you’ve got tension like that in the corner when the whole dent runs all the way across the panel, it’s gonna lock up there. That was the first thing I did and it relaxed the whole thing. It enabled me to do the repair. Man, that is the handiest tool. And it’s not gonna be that expensive, so if you don’t buy it, you’re kind of a retard. You’re not even really in the business.
Shane Jacks: There are some situations where you think, “Well, I could still use the hammer and awl or knock down or whatever.” Back edges of hoods? You’re completely blind if you’re trying to do that because you’re underneath the hood. The front edges of hoods, one of the big advantages here, Keith, it doesn’t matter how hard you strap that hood down. If you’ve got hood props and straps and you think you’ve got that thing as secure as you can possibly get it, it’s not secure. When you’re striking it, it’s still flexing a ton and you’re losing a ton of power. So what do you have to do there? You’ve gotta back your hammer up a little bit, right? You’ve gotta strike it harder. Accuracy is just not there.
Keith Cosentino: Even if the hood’s not moving, your arms and your head are. You’re striking it and you’re shaking a little bit, so you’re not able to keep a really close, smooth, locked-in look on that spot.
Shane Jacks: Right. And just like glue pulling with a slide hammer versus a mini lifter, again, you don’t think that is flexing much until you – you don’t think the mini lifter’s gonna do be that much of an advantage when you’re glue pulling back ten years ago or whatever. You’re like, “Ah. Slide hammer works just fine.” That’s the way I was, anyway. Until you realize that that mini lifter is holding down everything around it and you’re only pulling that center. Same thing here. It is completely stable. It is not moving. When you’re striking it with a hammer and a knock down, it’s gonna flex some. It’s gonna move some. I don’t care how hard you have it strapped down.
Even if it is not moving, like you said, Keith, it’s inherent that it’s gonna flex some. With this thing it doesn’t flex at all. And again, you can see what you’re doing. We could talk about it for quite some time. But man, that thing works stupid good. Ten times better than I had hoped.
Keith Cosentino: It sounds hypey, too, but I knew it was gonna work well, but just like Shane said, when you actually use it, you can’t believe how good it really works and how strong it really is. It is amazing. Fantastic addition to the industry. There’s gonna be a lot of guys making money this year that they weren’t gonna make otherwise thanks to you.
Shane Jacks: Yep. You had some input on that, too, sir.
Keith Cosentino: Yes, I did. I’m happy to give it whether people want it or not. I include my opinion.
Shane Jacks: That wanted in this because you were a bit instrumental in the conception of this thing, also. Gotta give you a little bit of credit there.
Keith Cosentino: I’ll take it. Put it – keep it in the bank.
You’ve got a lot of options when you decide what to do with your invoicing and your data capture for your dent removal or other reconditioning business. But the choice I’ve made for my company is ReconPro by AutoMobile Technologies. This stuff has proven invaluable. I had a mountain of paper invoice books stacked up in a room in case I wanted to look something up. It was archaic. Ridiculous.
Now, all of my technicians are on iPhones. They scan the VIN of the car. They enter a few pieces of information, including capturing the email for your customers. It’s 2015. You need to be building a mailing list for your customers so you can keep them updated. If you wanna run specials, you wanna reach out to them and touch them, you need an email. This prompts you to capture their emails so you can send them the receipt which comes via email. No paper in the truck to get lost.
Guys, this is the way to do it. There’s a lot of options you can take. There’s lots of competitors. But this is the one I’ve chosen. Check them out online: automobiletechnologies.com. The product is called ReconPro. It’s not one guy who’s also a PDR tech building software. It’s a team of nerds dedicated to making your life better and that’s what you want. Check them out. Tell them we sent you over there. ReconPro.
Today, the topic of the show, which is important, is something that I came across in a little scenario that I actually had during work in my normal PDR business. We’ve talked about it a little bit before, but I don’t feel like we’ve touched on it enough. The concept is to get buy-in from your prospects.
Why do we use this term prospect versus customer? A customer is somebody you are already doing business with, someone you’ve gotta deal with and you’re working with. A prospect is someone who’s inquired about your services but hasn’t purchased anything yet. That’s the difference between customer and prospect. Almost everybody you talk to is going to be a prospect until you determine otherwise or they determine otherwise.
Here’s the scenario. I’m at a lady’s house. It’s a retail customer, of course. I’m at her house and I’m doing a big smashed door on an old Prius. I’m there. You know, it’s a three-hour repair or something like that, three or four. Of course, as I always do, I’m overbooked for the day. I’ve got three other places to be. I’ve got no time to fool around. She doesn’t feel that. I can’t let her feel that pressure, but I need to get out of there and get moving to the next stop.
She’s in and out of the garage, telling me how good the car looks as I’m working on it, which is great. It’s always a good sign. You know you’re gonna have a smooth delivery when that happens. But she’s on the phone intermittently and she comes back out as I’m wrapping it up, as I’m putting the door all back together. She says – she’s probably in her 70s, by the way. “My friend lives just five minutes from here and she’s got a dent in her car. She’s wondering if you’d like to have a look at it.”
We’ve talked about this scenario a little bit, when you go to someone’s workplace. They’re all excited about you being there. They say, “Man, I’m gonna haul Jim, Jerry, and Jeff out here. They’ve all got dents in their cars, and have you look at all of them.” When you’re new in the business, you get all excited. You think, “Oh, wow! I’m gonna do four cars today.” But Jim, Jerry, and Jeff don’t give a flip about their dents at all, or else they would have called you from the get go. They’d be the guys on the phone. You almost never close those deals. I always say almost because there’s always somebody that might do something and you might do something real cheap. Or you’re a better salesman than you give yourself credit for and you close one of them. But generally, those deals don’t go.
When this gal was telling me on the phone, “Hey, my friend’s got this dent, five minutes away and she’d like you to have a look at it.” I say, “Oh, that sounds great.” I don’t wanna be rude. I just say, “Oh, fantastic.” I don’t know anything about the car, the dent, the lady, nothing. Chances are I can’t fix it. If she wasn’t concerned enough to call me in the first place, it’s either not a nice car or she doesn’t care or it’s smashed.
I’ve got another ten minutes, probably, while I wrap this thing up and I say, “You know, that’s perfect. While I’m still working here why don’t you just have her bring it over here?” This way I’m hedging my bets a little bit. If it’s something I can’t do, it’s easy to scoot out of there and not waste any extra time. And if it’s something I can do, my tools are already halfway out. I can offer her the repair right now. Even though I’m behind, I’ve got other things to do, I’ll always take the bird in the hand over the one in the bush. I’m gonna do the work in front of me every time. You don’t leave that work. We’ll come back to that point, if you want to, Shane. I tell her, “Hey! Just have her bring it here if it’s only five minutes.”
Now, if you’ve done a decent amount of retail, you know that when people tell you how far away their house is from something, they always underestimate it or exaggerate how close it is.
Shane Jacks: Triple it.
Keith Cosentino: Every time, you’ve gotta triple it. “Oh, it’s –” Pick the farthest city you service, and wherever they want you to come, it’s only ten minutes outside of whatever city that it. It’s only ten minutes outside of Chicken Lips. 25 minutes later out of Chicken Lips, you’re double-checking the GPS to make sure you’re going to the right place and you always are. People who live far away, they like to tell you it’s close, for whatever reason.
So the five minutes is gonna be 15. I already know that. I’m 15 to get there and I’m 15 to get back where I started; ten minutes talking to her about nothing – I’m 40 minutes into this thing. I’m not gonna make anything. That’s like taking a lunch at a Dairy Queen. I’m not doing it. So I say, “Bring it over here.” She goes, “Oh.” She kinda steps around the corner and she’s arguing with her on the phone, and I could hear her. “Well, I know it’s just five minutes. Why don’t you just bring it here? Well, why don’t you want to?” She’s like, “Well, he’s not from around here. He’s not familiar with the area.” I’m listening to them argue back and – pretty funny.
She just flat out didn’t want to bring it. The lady left. I couldn’t hear the rest of the conversation. She came back when I was done, off the phone, and she goes, “I am so mad at her. She just would not drive over here to let you see the car. And I told her she can either drive five minutes or she can drive 45 minutes to where you normally are.” This was a little farther out from where I normally work, but not that bad. It’s 35 minutes away from my home base. I said, “Don’t be mad about it. You can give her my number and she can call me any time.”
But that was it. Never found out about the car. Never found out about the lady. Nothing. I was so happy about that. Why was I happy, Shane? Because she would not give any buy-in to the situation. She did not wanna invest anything of hers. She just wanted to spend my time and my energy, so I know she’s not invested in repairing that car. She doesn’t care enough.
Shane Jacks: You’ll never hear from her.
Keith Cosentino: No. If she wouldn’t drive five minutes, and she’s not doing anything, she’s just sitting there at home. If she won’t drive the car five minutes to me, she’s not serious about having it fixed. Zero buy-in. You’ve gotta watch the buy-in. It’s the biggest red flag in retail. If you can’t get buy-in from these people, you’re not gonna sell them anything. They’ve gotta commit a little bit.
We’re gonna come back in a minute and I’m gonna talk about the four ways – the four categories of buy-in you can try to get. But there’s another little story I wanna tell, but before I tell that I want you to tell your story about buy-in, Shane, because this is something that is happening to you, guys, if you’re doing retail. It’s happening to you every day, all the time. You just might not be aware of it.
If I help make you aware of this scenario, you’ll be able to ferret out these retarded jobs that don’t turn into work and stay on point and keep working, which ultimately leads to more money. If I can work 40 minutes longer than I did otherwise, that’s a huge raise at the end of the day, end of the week, end of the month. That’s big, big money if you can stay on the boil. Tell me you story, Shane.
Shane Jacks: I believe we have already shared the story. Correct, Keith?
Keith Cosentino: If it’s the one I’m thinking of.
Shane Jacks: But we will reiterate it. There was zero buy-in from the – and those who are loyal listeners of the show will remember the Ford Taurus guy from a few weeks back.
Keith Cosentino: There’s a wagon?
Shane Jacks: Yeah, Ford Taurus wagon.
Keith Cosentino: That makes it better.
Shane Jacks: Yes. The thing had – it had hub caps on one side and black rims on the other. I happened to be outside of the shop putting a washer nozzle in a hail-damaged car that I broke. But anyway, I didn’t wanna pull the thing in the shop to do that two-second job, and he happened to catch me – I don’t know if the guy just drove around the block waiting for me to be outside every day because I’m never outside unless I’m giving an estimate or pulling a car in. I think that’s what he did. He drove around daily and just waited until I was outside. That’s how lazy this idiot was.
Keith Cosentino: Just going from drive-through to drive-through.
Shane Jacks: “I guess I’ll get some fries since he’s not outside.” He pulls up behind me in this Ford Taurus wagon, sticks his head out the window, and says, “Hey, bud. You work for Dent Pro?” I just looked back and I see this car because my head’s under the hood of this Odyssey. I look back at the car and I’m like, “Yeah.” And, I mean, immediately I know this guy is not customer material from the car, himself, everything. I’m old Shane again. I’m being a total prick. I said, “Yeah.” “Well, how about stepping back here when you get done there?”
I’m like, “Are you freaking kidding me?” The guy was so lazy. He may have not been able to get out of the car. By the condition of the interior of the car and the condition of himself, I don’t know if he’s made it outside of that car in the last seven days, at this point.
Keith Cosentino: The door’s sealed, showeth feces.
Shane Jacks: That, Keith, this dude, he was the one that was wearing the sweatshirt sleeve on his arm by itself, cut off. Just the sleeve which is cut off and on his arm.
Keith Cosentino: I don’t know why that makes the story so much better for me but it sure does.
Shane Jacks: I don’t know if it was protection from the sun as he had his arm out the window. I don’t know what it was.
Keith Cosentino: When you drive around that much, it could be protection from the sun. It could protection from items through the drive-through that are hotter than they should be, in case they spill on that arm. That’s the arm you’re generally receiving food and nourishment from if you eat – from a drive-through.
Shane Jacks: I guarantee every one of his meals came from there. With this gentleman, Keith, it’s the same as that lady. I believe he was probably driving by, saw the sign, and says – or maybe he researched me. I don’t know. Either way, there was zero buy-in when he pulled up because he wouldn’t even get out of the car. Now, he may have not been physically able to get out of the car, but this guy, with the attitude that he had, you could tell zero buy-in. There was nothing for him – there was no reason for me to believe that he was going to get this repair because he wouldn’t get out of the car.
There are these little subtle things that we see, like you spoke about a few minutes ago, Keith, that we see every single day that we may not be really paying attention to that we can see that there is no buy-in from the customer. They’re tiny, little, subtle hints, sometimes, that we just need to pick up on, and we’ve gotta create that buy-in if they don’t have it. They call us for a reason.
Keith Cosentino: Right. And you can’t create it but you can present an opportunity for them to pay it, give you some. If you got a guy that won’t get out of the car – he won’t even get out of the car, and he’s close enough that you can speak to him, he’s not invested in the situation at all. He literally just drove in, isn’t even gonna get out. You obviously can’t fix it while he’s in it. I guess you could, but you probably wouldn’t. So he’s gotta get out at some point. If he’s not even gonna get out for the estimate, then you’re probably not gonna do business with this fella, either. So you just punt him.
Shane and I would be the first guys to tell you you’re not right all the time. I think one of your stories recently, Shane, was the CRV that looked like it was going nowhere and turns out to be a fantastic job.
Shane Jacks: Right.
Keith Cosentino: So you don’t always know. But it’s a game of numbers, and you don’t hit on 20 and you don’t pretend you’re gonna get the job from a guy in an ’87 Taurus with a piece of sweatshirt on his arm who won’t get out. You’re probably gonna be right. You’re probably not gonna bust.
If you’ve got nothing else to do, you can explore every single prospect all the way to the end and it’s good practice. But if you’re busy and your business is doing well, and you just want it to do even better, you’ve gotta start doing some triage. That means getting more and more selfish about your time because it’s the only thing you can’t get more of. You can change everything else but you can’t get more time. These people wanna suck your time; you gotta protect it at all costs.
Some of the ways that you can get buy-in or discover the buy-in that’s already there; you don’t always have to really pry it out of somebody. They’re gonna offer it up quite often. Some of the ways that I look for buy-in and it helps me determine if these prospects are real, I’m gonna share with you in a moment. But my last story I just promised you – I also think I told this one on the show as well, but it’s worth repeating because it happens not that often, but if you understand the mechanics you’re gonna see it more often and you’ll be able to prevent it.
I get a call from a lady while I’m driving into a specific city and she’s got this Mini Cooper and she wants an estimate on it. I say, “Where are you?” And I say, “Gosh, that’s like a block away from where I’m going.” I was going to a dealer, so I had a little bit of time. I didn’t have to be there right at a set time. I said, “Listen, I’ll just swing right over. I’ll be there in literally five minutes. I’m on the freeway when you call and I’ll take the next exit and I’ll be right over.” “Okay, great. See you soon.”
From her end, the entire commitment she made was a 30-second phone call and I was coming over. Zero buy-in from her. She just picked up the phone, and like a genie, I showed up in the parking lot three minutes later. Zero commitment. And I was not able to close that job. I gave her stupid good pricing. I sold it well. I tried three different ways to close her because it was a point of mine. I wanted to seal that deal. It wasn’t a big money job. It was 190 bucks because I discounted it. But it was relatively straightforward dings and it was kinda close to where I was gonna be. I wanted to get that job.
But I could not close her. She just wanted to shop around. We were five or ten bucks away, 15 bucks, I think. We were 15 bucks away and I couldn’t get her to go. I could have given up that 15 but it was a point of principle at that point and I wouldn’t.
It was too easy for her just to get me out there without any buy-in and she was out. No commitment on her end. Ultimately, we ended up closing that job, but she called back and we had to send another tech out to fix it. So we had a bunch more time invested and my price was retarded and didn’t work well because I discounted it so low because I wanted to do it on the spot. As a little side note, if I were to redo that negotiation, when I give her that cheap price, I’ve gotta tell her it’s only for today while I’m here now. If we have to come out again, I can’t discount it because we’ve got more driving time. I shoulda said that and I didn’t.
So we got that job, but I didn’t close it. It wasn’t until after she shopped around and wasted a bunch of other guys’ time ‘til she came back to ours. Probably because everyone else had the proper price and my price was retarded on that one. So we got it. But you’ve gotta get them to commit something of theirs and put it on the table. If they’re not invested in it, then they’re not moving forward.
Here are the four categories that you can ferret out some buy-in from these customers or prospects and turn them into customers. Number one is time, their time. They’ve gotta commit some of it. Taurus wagon guy? Zero time. Car is still running. He’s still in it. He’s invested 30 seconds. Same like my Mini lady, 30 seconds. Not enough.
Time can be just a set appointment. It doesn’t mean you have to occupy a lot of their time, but they have to be making concessions to their schedule time-wise for you. When they’re willing to do so, then you’ve got a good chance of closing this deal. When you give them a specific time at work that you’re gonna be there or a window of time, and they’ve manipulated their schedule to make that happen, you’ve got some buy-in there. That’s probably gonna be a better prospect than not. But if you get guys that say, “Bob, when you’re in the area just call me,” nope.
Shane Jacks: It’s kind of the same as what I have at the shop there, Keith. If they call me and they say, “I’ve got a dent. Dadadadada.” I tell them, “Our shop is at 325 Woodruff Road. Come on down. Would you like to go ahead and set up a time where you can bring it by,” and you can tell if you get this, “Yes. When can I come by?” Then you’ve got buy-in already. You’ve got premade buy-in. They’re bringing the car to me at a set time that they’re determining or that I determine, either one. They’re bringing it. Where my shop is, there are not a lot of people that live right there at that. Greenville’s kinda spread out. These people are driving, normally, at least 15, most of the time 20 to 30 minutes to come to me. They have buy-in.
If they say, “Well, you know, I’ll stop by when I’m over in the area,” there’s a big difference there.
Keith Cosentino: Big difference.
Shane Jacks: Big difference. That’s kind of exactly what you’re talking about there.
Keith Cosentino: Yep. That is not just kind of. That is exactly what I’m talking about. I bet that you already do this when they call and they say, “I’d like to bring it down,” just like you alluded to. You’re making an appointment with them. You’re not just saying, “Yeah, we’re open from eight to six. Come on down anytime.” No way. “Luckily, we’ve got two openings today. One’s from ten to 11 and the other’s from 12 to two. Which one would you like?” And they come in at their set appointment time. They know you’re committed. They’re making their schedule work with yours. Very good chance you’re gonna do something with that customer – that prospect and turn them into a customer if that’s a dent you can do. That’s a perfect example.
When you’re making these appointments with people, make them for specific times, as specific as your schedule will allow. I often have a two or three-hour window if the person’s at work or is gonna be working from home because it gives me flexibility and it doesn’t really change their scenario. But get them to commit to a specific time or to commit some of their time by bringing the car to you. You’ve got some buy-in.
Now, oftentimes a crappy prospect will wanna bring the car to you because they’re not ready to do anything. But that’s great. If they’re not ready, bring it to me. I’ll spend the five minutes looking at it; I just don’t wanna drive anywhere. The same with you at the shop there. “Bring it on down!” It doesn’t cost you anything to look at it.
Shane Jacks: It costs me a few minutes of time. That’s it.
Keith Cosentino: And that’s it. And your chances of closing them are infinitely better if they’re there than if they’re not there. You can’t do a repair at your shop if they’re not there.
Shane Jacks: I’ve been trying to figure out how to do that, but not yet.
Keith Cosentino: You can figure out when you’re not there, but when they’re not there, that’s a big deal. Some pretty long tools.
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Secondly, tasks. You can get them to do things. I’ve been pretty vocal against using text and email photos as a crutch. A lot of people misunderstand me on that point. I use photos quite a bit because they’re so easy and they tell you a lot, especially when the customer is difficult to communicate with. But when your first line is to go straight to the photos, that’s a bad deal. Your selling process is broken. Your phone script is broken or non-existent. You’re just doing a bad job. In conjunction with great phone work, the photos can be very valuable. They’re a great way to kind of blow off people who aren’t that serious. You give them a test.
They’re telling you things that don’t sound right or the car sounds crappy or they sound sketchy. Instead of engaging with them and trying to make an appointment, which was what you would do for a prospect that sounds engaging and sounds promising, I send right back with a task. “Take me four photos of this and this and then send me a picture of the VIN, and I’ll be able to give you an estimate, based on the photos, if I can see well.”
Basically, I’m saying, “Go home and prove to me you’re serious. Go stay on the diet for a day and call me back.” If they’re not serious, they go and the photos never come and we’re good. But if the photos all come as I told them, exactly, I know they’re a little more serious. They’ve completed this task because they’re trying to get to the goal of having me do something for them. By assigning them tasks, they can prove they’re bought into the situation just a little bit more than they were before. Think about that. You don’t wanna give them extra jobs. It’s kind of just a test for a crappy prospect. Make sense?
Shane Jacks: Lots.
Keith Cosentino: Sometimes it’s a test for a decent prospect, but if they’re really good, if they sound great, you don’t really need to give them any jobs. It just makes it harder for them. You’re gonna use the buy-in of tasks when they are seeming shady. Something’s not adding up. You don’t wanna invest your time. Let’s see if they’ll invest some of theirs. Let’s see if they’ll do this or that.
The third way you can get buy-in from someone is with the moneys. I don’t do this, generally. But some guys do. How do you get buy-in with the moneys? An estimate fee, which I think is generally terrible. But it’s a way that someone’s gonna prove to you that they’re the real deal. I guess estimate fee is the biggest one. You can call it a service call fee, but I really like the idea of an estimate fee that will be applied to the repair if it’s something that they have done. That will ferret out just about anybody who’d not serious.
I had a guy who had hail damage. He wanted an estimate. I said, “What kind of estimate do you need? What’s going on with the car? You making an insurance claim?” “No. I’m gonna pay out-of-pocket.” “How many panels have dents?” “All the top panels and all the side panels.” “You’re probably not gonna pay out-of-pocket. Those repairs can be anywhere from $5,000.00 to $8,000.00.” “That’s fine. I just need an estimate.” Something’s not adding up here. This dude is not gonna pay out of – it wasn’t that nice of a truck. He needed an estimate for an insurance company. He just didn’t wanna let on.
I said, “Okay. Fantastic. We charge a $500.00 estimate fee, and then when we do the repairs, we actually give you $600.00 off the repair. Actually, we’ll give you a discount on the repair.” “I ain’t paying for no estimate.” If the dude was intent on having the repairs done – it’s going to be cheaper after this transaction – that sounds great. But if he’s just intent on me giving him an estimate so he can submit it to the insurance company that sounds terrible. He was out and I was out. Done. No buy-in.
Shane Jacks: I had virtually the same thing happen to me a few years back. I told the gentleman – he wanted a hail damage estimate. He was gonna bring it to the shop. I don’t remember what price it was. It was pretty cheap. It was relatively low. But I could tell by just the way he was speaking when he – bam, from the get-go, I knew all he wanted was an estimate so he could turn it into the insurance company. “Hey. Y’all give free estimates?” “Well, sir, can you tell me what you have?” “I got hail damage.” Oh, no, no, no, no. He said, “Do y’all give free estimates? Hey, y’all give free estimates?” I said, “Do you have hail damage from the recent storm?” He says, “Yeah.”
I said, “We have a fee of blank.” I can’t remember what it was. It was 60, 80 bucks, something like that. “It’s refundable whenever you get your car repaired.” He commences to immediately cussing me like a sailor and telling me I was a false advertiser because my ads say that I give free estimates. I just let him go. I said, “Yes, sir, typically we do give free estimates, but hail damage estimates do take quite some time to do and I’m just not giving you a slip of paper to go get you a check, bud.” Man, that really blew him up.
Keith Cosentino: You actually called him out on it?
Shane Jacks: Oh, yeah. I called him out. At this point – there are some of these – maybe I’m being a little judgmental because there are times when it’s different. Some of these people, you can just – especially around here. You can just tell on the phone. If you think I talk bad, man, these people, you can tell they barely have running water.
Keith Cosentino: Neither the water nor the IROC run.
Shane Jacks: Somebody said that the other day. Somebody called me on the phone and said, “What are you doing?” I said, “I’m working on a Camaro.” He said, “Ah. I probably could have guessed that.”
Keith Cosentino: You jerk. That ain’t a real IROC, but I got – it’s a replica.
Shane Jacks: Anyway, there was no buy-in from either one of those hail estimates that you and I were talking about. All they wanted was a check. I simply wasn’t going to let this guy have one. He threatened to call the Better Business Bureau and everything.
Keith Cosentino: Call them up!
Shane Jacks: I said, “You go right ahead, bud.”
Keith Cosentino: “You want the number?” I talk a big game here, but I almost never get lippy with prospects because I’m terrified of a bad review. I treat them with sweet, little, sugar gloves and make sure everybody’s happy because I don’t need it. I wanna tear them up a lot. I almost have a couple times, but I usually think better of it and come correct because that one one-star review is coming sooner or later, and I’d rather it be later.
Shane Jacks: That’s what’s great about this area. Nobody knows how to use a computer.
Keith Cosentino: Somewhere you’ve got a one-star review tacked up on a bulletin board in the back of an apartment complex.
Shane Jacks: “This guy sucks.” Most of the time, Keith – I very rarely get lippy, just one out of six customers.
Keith Cosentino: That’s it. 15 point whatever percent that is.
The last way you can gauge buy-in from a customer is when their integrity is on the line. That’s someone who’s been referred by a friend or family member or a really rabid repeat customer or a colleague, maybe he’s a manager or somebody at a dealership or body shop. When their integrity is on the line, you’ve got a little bit of buy-in. But it’s fourth on the list for a reason. It’s not that powerful. But it’s something, something more than nothing.
Keep your eyes open for those four things: time, tasks, money, integrity. Use some – you’re generally not gonna use all of them. If you can get all four parts of those buy-in, you can pretty much put that job in the bank. If it’s a referral from the manager; he’s paid you for the repair before you go there; he sent you photos and he made a specific time to do it, you’re probably gonna fix that car.
Shane Jacks: Ya think?
Keith Cosentino: Like I’ve said before, I use extremes, often, in my mind when I’m trying to work through a problem or a scenario and try to find the solution. When I just don’t know what direction at all to go in in a scenario, I try to consider the extremes. When you look at that list in an extreme, if I have all those things, yeah, that job is so far in the bank you might as well spend the money. That lets me know that it’s a legit list and that is the direction I need to consider. Those are the things that are important. You get a little bit of them, that’s more realistic and more common.
The biggest one is the time and the appointments. Once you get those, you’re gonna get a much higher return on those appointments. You’ve gotta coach the customers – I keep saying customers. You’ve gotta coach your prospects into these pillars. Get them to give specific appointment times. Give them a task or two.
Oftentimes, just as a little test, after I make the appointment, I’ll ask them to send a photo. If I’m a little wishy-washy on what it looks like but I liked everything else, I’ll make the appointment and then I’ll say, “Between – I’m gonna give you some homework. Between now and then, if you could send me two or three photos of the damage, that would be awesome. It’ll help me schedule the repair and know what tools I need to bring.” Just a little extra job and when the photos come, it helps me a little bit more. I already made the appointment. Normally, I would tell you don’t give them a job of sending photos unless you don’t want the job. You get the appointment already; the job is locked in. Now, I’ll ask for the photos because I’m not risking losing them. We already have an appointment.
I hope you put those to work. When you know – it’s kinda like panning for gold. If you know what you’re looking for you’re gonna be a lot more successful than if you’re just rolling around dirt in a pan and looking for a one-ounce nugget of gold.
Shane Jacks: It’s easy if you know what you’re doing.
Keith Cosentino: Hey, I found gold. It’s gonna be the size of a marble. No. You didn’t really know what you were looking for. You’re looking for very small clues. That’s the same as buy-in from customers. If you don’t really know, you don’t really know. You’re looking for somebody who says, “I want you to come and fix this car today for me, now, for money. It’s small and the car is brand new.” You’re waiting for that but it never comes. So you’ve gotta use clues and be a little detective. These things help you understand that.
Put them to work. Write yourself some notes. Ask some questions on the phone. Get your phone work on.
How’s your phone work, Shane? You at the top of your game now?
Shane Jacks: I’m at about anywhere between 30 and 97 percent, depending on the day.
Keith Cosentino: How many of your prospects did you call ‘Bubba’ this week?
Shane Jacks: Only the ones that were named that.
Keith Cosentino: Good. You’re moving up.
Shane Jacks: Which is about 7 percent.
Keith Cosentino: “Listen, Bubba.”
Shane Jacks: Two of them were females.
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This is a super exciting time to be in PDR. We got so many new things coming out and so much game out there for you to put to work and increase your income, level up your business. It’s exciting.
Shane Jacks: It is. The last three or four years, man, have just – it’s kind of been crazy with the technology and everything else and techniques. It’s really come a long ways recently.
Keith Cosentino: Tell us what we’ve gotta do to be ready for the Edge Jack when it hits the market. It’s coming out soon. Right?
Shane Jacks: Yes. They will be available for order, basically, right now.
Keith Cosentino: I saw you post that one photo with lots of them in a box. It looks like they’re ready, if not really, really close.
Shane Jacks: We have – that’s another exciting thing. We have actually two of them, Keith. Two different models that we are coming out with. There are limitations to what you can do with just one because – and it’s gonna be – I don’t wanna take a ton of time here. We can explain that later. Working on the edge of these things, when you’re working with a mini lifter, the feet can teeter if you get too far out. The window that you use to view through on the tool itself, Keith? As it gets farther away from the panel, you’re limiting the amount of movement you can move your head left to right. Does that make sense? Because the window is getting farther away.
Keith Cosentino: I think so.
Shane Jacks: So we’ve got two different depths of this tool that I’m coming out with. You’re gonna have an opportunity – the one that you have, Keith, is the one that will work on the very edge and get in a decent distance, depth-wise. But some flanges are a lot deeper than others. For probably 70 percent of the dents that you’re gonna do, 60 to 70 percent, the shorter version will work, but you will want the longer version also, especially with this combo deal that we’re going to introduce here.
Keith Cosentino: Yes. When you sent me the standard one to try, and I got on a specific vehicle, and I was so excited because I saw how well the thing worked on the Tesla, and I’m like, “I got the key to this lock! This is gonna be a five-minute repair.” I got it on there and I was a quarter inch too far away. The Edge Jack is kind of, generally, a C-shape and that C has to slide over the edge. Well, it can only slide until it hits the back of the C and that’s it. It’s on the edge and you can’t go any farther. I just needed another quarter inch and I couldn’t get there. I thought – I went from being so happy to being so mad because I didn’t have any way to fix this one because it was so far in. The tap down would have been sloppy at best. I thought, “Dang it, Shane. You dangled the solution in front of me and then you yanked it right back away from me.”
I’m happy to know that there is a deeper one for that scenario that’s gonna go just a little bit farther. How much more? Is it gonna give me my quarter inch that I need?
Shane Jacks: It’s gonna give you three quarters of an inch. But it’s gonna be so deep. It’s gonna be the solution, I would say, for everything out there. But it’s gonna be so deep that that window – if you only were to order that one, the window would be so far away once you try to do a dent on the edge that you’re gonna get very little vision out of it. You’re gonna be able to see, but you’re not gonna be able to move your head left and right, up and down nearly as much because the window – the dent is getting farther away from you and the window is getting, not technically smaller, but visually smaller.
Keith Cosentino: If you don’t know what Shane’s talking about, it’s a little tough to describe if you haven’t seen the tool.
Shane Jacks: It is.
Keith Cosentino: But the tool is the shape of a C. If you just cup your hand in a C, and imagine that’s the tool, it’s very thick like your hand. And when you place it right over the edge and right over your dent, it kinda shields it so you can’t really see. Normally, you’d look from the left and right, but the mini lifter feet are right there. So Shane has cut a window into the back of the C. If you’re holding your hand up in a C-shape and you hold it right in front of your eyes, it’s like having a window through the back of your hand, where you can see through your hand and still grab something. You can see what you’re gonna pinch. That’s what that window is.
What he’s saying is with the standard Edge Jack, when it’s up against the edge, the window is right in front of the repair. But if you use the extended version, the window is an inch or so back closer to your face and away from the dent. So it’s kinda like sighting down a rifle. You’re only gonna be able to see a little spot in the front because of the mechanics of looking through a hole. When that extended, or whatever you call, the longer Edge Jack is on the edge of a panel, your eye is right on the window and you’re seeing through it and seeing the entire landscape through the window versus having it like a rifle sight or a scope.
Shane Jacks: Correct. And the standard version, it’s gonna be the Edge Jack and the Edge Jack XL, Keith.
Keith Cosentino: Perfect.
Shane Jacks: The standard version is ready to go. The XL version is being cut this week. I don’t mind telling you. I know you’re keeping it out of the discussion, Keith, but you were the reason – I had already fallen a little bit short a couple of times on a couple of repairs, and so had one of the gentlemen that I had sent the tool out to, actually, Derek, who does our editing here. Again, thank you, Derek. He told me he fell an eighth of an inch short twice on some quarter panel arcs on BMWs, possibly.
Keith Cosentino: Oh, yeah, they’re double panels in there, some of them.
Shane Jacks: I think he said he had fallen about an eighth of an inch short. Between the two of you, I was like, “Man, I’ve gotta make a deeper one.” Those aren’t quite ready yet. I expect those to be ready at the end of this week, possibly next week. But you order the combo and I tell you what. I will go ahead and send out the standard Edge Jack and get you the Edge Jack XL ASAP when it does come in. And again, I am expecting – if they do come in this week, I will just send them out together. If it’s next week, then I will send them out separately. I will eat that shipping.
And the deal that I’m giving right here is kinda stupid, Keith. This tool – how much could you have made in what is it, ten minutes on that Tesla hood?
Keith Cosentino: How much I could? I did. $600.00.
Shane Jacks: And how much time did you shave, most likely, off of that repair?
Keith Cosentino: It sounds like I’m making it up, but I literally don’t think I would have done it because that was a unique style of those hoods. Normally, it’s a fold edge where you tap down or it’s a hump and a dent that you’ve gotta work. But this was this crease in the double layer. I don’t have any other tool to do that with. I guess you could try to get in there and cut it all out with heat and whale tails and stuff, but I still don’t think I woulda got it. It was six inches long. That’s a lot of stuff to pick out with the whale tail coming all the way from the back.
Shane Jacks: And cutting through fricking panel bond.
Keith Cosentino: Yeah. I don’t think I woulda got it, Shane. I woulda tried something – I don’t know. An infinite amount of time. But those repairs, when I struggle with them, can sometimes be three or four hours. Like, when I was learning those cars and figuring them out the first time. So it went from three or four hours to ten minutes.
Shane Jacks: I’m raising the price right now. No. For you guys, you need to be on our email list. There may be a few people that are here listening for the first time or you’ve never ordered anything from Keith or myself. You need to get on our email list. That’s really easy to do. Pdrcollege.com and sign up for podcast alerts and you’re on our list. Get on that list, and I will send out an email of how you can order this thing. Again, this is only gonna be for you guys for a very – I’m only doing this for a two-day period here, Keith. You’ve got two days to get in on this deal, 48 hours. I’m not making a ton of money off of this, but I wanna get it in the hands of you guys and get the word out. All right? You got 48 hours to order this bad boy.
Let me tell you what I’m gonna do. I’m gonna give a PDR College introductory price just for you guys of $63.00 for the one Edge Jack, the original, or 97 for both. If you order either one of these, one or the other or the combo, I am going to send two free sticks of TabWeld to go along with your purchase. If you order now, these will ship next week. You will not be sorry for this purchase. Get both of them. It’s under 100 bucks and it’s gonna make you a fricking ton of money. That’s a pretty good price.
Just for comparison sake, the regular price is going to be 67 for one or 113 for both. You’re not gonna get any free TabWeld to go along with that. You’re gonna wanna save yourself a little bit of money in this first 48 hours and get you some free TabWeld to go along with it, also.
Some of you are saying, “Yeah, yeah, yeah. I’ve already got some TabWeld.” Two extra sticks is not such a bad idea to have, now is it? Because you’re gonna run out at some point. I had to include these two free sticks of TabWeld just to get some fricking TabWeld for myself. Everyone else has TabWeld except myself. Just like Keith didn’t have an Edge Jack, I don’t have any fricking TabWeld. I think he’s paying me back. To get some for myself, I had to order 1,000 cases of it and gonna send some out free with the purchase of these things, of these Edge Jacks within this first 48 hours here.
So jump on as soon as you get that email. That means it’s go time. You are going to want to jump on this deal. Again, $63.00 for one, 97 for both and some free TabWeld to go along with it. Don’t miss out on it, fellas.
Keith Cosentino: Basically free. Yes. For the record, I thought it should be more expensive. But Shane, he just wants to get it in the hands of so many people. But you’re gonna think it’s cheap when you get it, when you buy it, and when you get it, you’re gonna realize if someone stole that one, and you had to get another one, you’d pay 250 bucks for it. I promise you. You don’t think it’s that great until you use it; then you realize how great it is. At that price, it’s retarded.
Shane Jacks: Yes, it is.
Keith Cosentino: And Shane, you’re just a little bit retarded for leaving money on the table. But you do as you see fit, my friend.
Shane Jacks: We’re going a little bit different direction here with these. You wait 48 hours and you’re gonna lose some money and lose some TabWeld, free TabWeld glue.
Keith Cosentino: Put me down for four of them for all my guys.
Shane Jacks: You got it.
Keith Cosentino: We don’t need the TabWeld.
Shane Jacks: I’ll send it back to you. I don’t know how I’m gonna send it back to you when I don’t have any. That’s what I had to do to even get any TabWeld for myself, is to order 19 cases of it and give it away free, so I would get a little bit myself.
Keith Cosentino: Be careful about saying you got that much. You’re gonna get zombies out behind your shop.
Shane Jacks: Waiting to get it, yeah.
Keith Cosentino: “Hey, man. Hey. You got some of that TabWeld?”
Shane Jacks: That is so good, man.
Keith Cosentino: “Can’t get it anywhere else.” Especially my U.K. fellas. I know you guys want some glue, but it’s so expensive to ship stuff over there. If one of you guys gets into the boating business, we can get some glue to Europe. But, man, we get slaughtered on the shipping because glue’s kinda heavy. It just makes it so expensive for those guys over there. Really tough. They end up having to use shavings from dirty teeth and heat that up.
Shane Jacks: You just offended every one of our U.K. customers. Listeners.
Keith Cosentino: Steve, Tony, sorry, guys.
Shane Jacks: You got both of them.
Keith Cosentino: The entire U.K.’s the size of Missouri. There’s just not that many people there.
Shane Jacks: And you just keep offending. I love you guys from the U.K.
Keith Cosentino: I do. My U.K. guys are some of my favorite. In fact, there’s talk of Shane and I getting our narrow behinds over there physically and doing some training and some coaching in our PDR skills.
Shane Jacks: That’s gonna be a while if it’s gonna be our narrow behinds. You probably have to go on a diet.
Keith Cosentino: How about our pale behinds?
Shane Jacks: That’s better.
Keith Cosentino: That could happen sooner. You’ve gotta be on the pdrcollege.com email list if you wanna get in on Shane’s deal. That’s gonna be fantastic. You’re gonna sell out of those things before those two days is up, I promise you that. Because you don’t have that many of them. You’re making them at a local machine shop and the guy can’t make 1,000 of them.
Shane Jacks: Right. He can. It’s just gonna take a little bit of time.
Keith Cosentino: Yeah. Whenever you talk about your guy over there, I picture he’s about five foot one, 230 pounds, overalls. Every time he’s in overalls, and he’s got a rag hanging out of his back pocket, and he shuffles his feet and he never looks up at you but he looks at the part he’s holding in his hand, and just says ‘yep’ a lot. “Yep.”
Shane Jacks: You couldn’t be further from the truth, just to be honest with you. He’s probably around 5’ 11”. He’s 60-some odd years old. He will stare you in the eyes when he’s talking to you. He does talk very, very country. Most of you would not understand him. But he’s actually a really intelligent guy. You couldn’t be further from the truth, to be honest with you, Keith. No overalls. He is dirty all the time. He owns a machine shop and he works, himself, there. No overalls. The rag is there. But he works in a machine shop. He’s wiping oil off all day. That’s a given. That was easy for you.
Keith Cosentino: Does he shuffle his feet?
Shane Jacks: No feet shuffle. No foot shuffle.
Keith Cosentino: Great. So now he’s a big, athletic guy in my mind.
Shane Jacks: He’s 60-something. He was a football coach. He coached my older brother when he was in middle school or something like that.
Keith Cosentino: And 5’ 11”. That’s pretty tall.
Shane Jacks: And he’s a killer golf player.
Keith Cosentino: Probably makes his own clubs.
Shane Jacks: Maybe. I don’t know. I doubt it.
Keith Cosentino: We talked a little bit about coaching today. It’s one of my passions. There’s a lot of guys that reach out to me throughout the year because I offer it up to just about anybody who wants. They reach out to me and we’ll work on an issue they’re struggling with. I get a lot of satisfaction out of helping guys make more money, especially without buying extra stuff. So I’ve decided I wanna work with a couple of technicians really intensively. Guys who have been working for a while and they’ve got an established business, but the retail business isn’t quite where they want it to be or where they think it can be? I wanna work with you. I wanna work one-on-on with you and see if I can bring you up to the next level quickly and help you make some more money.
If that sounds like something you’re interested in, I want you to email me, and we’ll see if you’re a good fit. I’m gonna take on a few guys and see if I can turn you around in this next year, or even this year if we can get to it quick enough. If you’re interested in that, just drop me a line at firstname.lastname@example.org. That’s our PDR College email, and just put in the subject ‘Keith’s coaching,’ and we’ll have a conversation and see if you’re a good fit.
I wanna take somebody and just skyrocket him to the top with what I can do. I’m frustrated with just helping guys with one or two little things here or there when I see so many areas for improvement. And the retail market is so fulfilling and so much better to do than working on a car lot where you’re just pounding out car after car in the sun for relatively low money.
Don’t get me wrong. There’s a lot of guys that make good money doing that work and there is some advantages to it. But it is so rewarding to work for people on their own cars for top dollar in a garage, and you get a handshake and a check when you’re done, and they’re bringing you snacks. It’s just a different world. It’s a different existence and you’re happy there. It’s a fun place to work and you make great money, and you can make more than you’re making today. So if you want me to help you with that, let’s talk about it.
Shane Jacks: Sounds exciting. Do I have to send you the email?
Keith Cosentino: No, Shane. Essentially, you and I already went through this process when we met.
Shane Jacks: I think I need a refresher.
Keith Cosentino: You taught me a lot of tricks about bending metal and I taught you tricks about bending minds. That’s how – I think that’s really how our friendship got to the next level, was we really started having some deep conversations about what we’re doing on a daily basis with business, with work. Everything from how you account for your work, how you invoice, how you bank, and how you deal with customers on the phone, how you close them. All that. All the pricing, everything. The whole thing.
When you have someone else to – a lot of the stuff you might know yourself, but when you have someone, when you have another coach who’s keeping you honest, who’s taking you to task, and saying this week we’re gonna work on these three things or these two things or this one thing, and you’ve paid money, and you’re gonna be invested in that situation, you’re gonna get a different outcome. Just like hiring a personal trainer versus having a gym membership. Totally different world.
Shane Jacks: And there a lot of times, I know, Keith, this happens to me dang near weekly. You will say something and I will be like, “Man. I’ve really gotta work on that a little bit.” It’s not like there’s a ton wrong with that situation, but maybe there’s something I can tweak. And while you’re teaching it yourself, I’m sure you’re going, “You know what? If you’re preaching, you’d better walk the walk.” Right?
Keith Cosentino: All day long.
Shane Jacks: If you’re talking the talk, you’d better walk the walk. So Keith is constantly, and myself, man, if we’re gonna be preaching this stuff, we’d better be walking the walk. It gives us –
Keith Cosentino: It’s not to say that I’m perfect. Far from it. Oftentimes I’m taking my own advice that we’re laying out for you here worldwide, but it’s that process of always sharpening the saw, always getting better that keeps me at the top. Not to say that I’m the man and there’s nobody better than me. Far from it. There’s a lot of you guys who are better than me in a certain specific discipline, but where the differences might show up is that I’m always thinking about this stuff and I’m always working to get better. And I recognize that I’m not at the top but I wanna be there. It’s that process that keeps you right where you wanna be and higher.
It’s not something that I’m doing for free. I hope I made that clear. It’s gonna be a paid scenario and it’s gonna be – you might perceive it as expensive. If you do, it’s probably not gonna be a great fit for you. But if you realize the potential that you could make, I think you’ll be happy to spend some money with me and we’ll spend some time together.
I’m interested to talk to you guys about that. Shoot me an email. Get on that email list for Shane’s Edge Jack. That is gonna make you some more money. This whole podcast is geared around making you more money. Just do the stuff we say. I hesitate to say “Buy the stuff we say to buy.” But we only suggest that you buy things when that investment comes back into your pocket by 100 times. Every tool we’ve told you to buy is stuff that we buy already for ourselves and we make money with it, so we suggest it to you guys.
Every time we’ve suggested a tool that isn’t ours, there’s zero commission deals. There’s zero kickbacks. We have nothing to do with it. We just say, “Go to the respective site where it’s on and buy it.” We don’t call the tool companies and say, “Hey, we’re sending a bunch of customers. You’d better give us…” We don’t want anything. Just get the tools that work for you and make money with them because that’s what we want you to do.
Oftentimes, of course, we are selling our own stuff, and obviously, they’re our companies and we profit from them. But we wouldn’t create those tools if we didn’t need them ourselves. And a lot of you guys who have taken us up on our offers throughout the last year and a half or whatever it’s been have understood that. We would never sell anything that didn’t make us, personally, more money so we knew it’d do the same for you guys.
That’s kinda where we’re coming from. We just get a lot of satisfaction out of bringing the industry up and getting these emails and phone calls from you guys who say, “Hey. My retail business is up 20 times after taking your advice.” That was a real call that I got. 20 times.
Shane Jacks: Crazy.
Keith Cosentino: I thought, “Man, if I can help this guy go up 20 times in his retail business with just the podcast information, what could I do for him if I actually coached him for a while one-on-one? Could we go up 40 times? Could this guy be starting a whole new life with his family just by shifting gears a little bit?” It kinda got me excited and I wanna see if I can do that. I know I can if I got the right people.
Thank you for spending some time with us, fellas. We look forward to hanging out with you next week. Until then –
Shane Jacks: Get better.
[End of Audio]
Duration: 75 minutes