Weldon Long

Take the mechanics.

Take the mechanics.

Yeah. When I started my first company in 2004, there was this guy in town that was literally, this was back in early 2000s, would do a basic 80s furnace in a 13-serie condition. It might have been 10-serie back in those days. I can't remember. But he would do the whole system for like $4,500.

Yeah. When I started my first company in 2004, there was this guy in town that was literally, this was back in early 2000s, would do a basic 80s furnace in a 13-serie condition. It might have been 10-serie back in those days. I can't remember. But he would do the whole system for like $4,500.

And I was just opening my first company and I was starting to crunch the numbers and put some budgets together and all those things you just listed. I'm like, how the hell can you do it? How do you do that? You know? So I happened to see his truck one day at a Waffle House. And I pulled in there. And I went and introduced myself. And I said, do you mind if I ask you a few questions?

And I was just opening my first company and I was starting to crunch the numbers and put some budgets together and all those things you just listed. I'm like, how the hell can you do it? How do you do that? You know? So I happened to see his truck one day at a Waffle House. And I pulled in there. And I went and introduced myself. And I said, do you mind if I ask you a few questions?

He goes, knock yourself out. And so I sit down. He gets me a cup of coffee. Nicest guy. And I said, how do you do systems for $4,500? And he says, well, do you know anything about the business side? I said, well, I'm starting to learn the business side. I've been a comfort advisor, but I'm opening my own business and trying to do a budget, and I'm finding out what things cost.

He goes, knock yourself out. And so I sit down. He gets me a cup of coffee. Nicest guy. And I said, how do you do systems for $4,500? And he says, well, do you know anything about the business side? I said, well, I'm starting to learn the business side. I've been a comfort advisor, but I'm opening my own business and trying to do a budget, and I'm finding out what things cost.

And he says, well, how much is the equipment on that system? I said, probably $3,000. This was a long time ago, 20 years ago. This was $3,000 for the furnace, the transition, the air conditioner, whatever. He goes, yeah, about $3,000. So at $4,500, how much money do I make? I'm like, you mean your gross profit? He goes, well, what do you call what you want? How much do I make?

And he says, well, how much is the equipment on that system? I said, probably $3,000. This was a long time ago, 20 years ago. This was $3,000 for the furnace, the transition, the air conditioner, whatever. He goes, yeah, about $3,000. So at $4,500, how much money do I make? I'm like, you mean your gross profit? He goes, well, what do you call what you want? How much do I make?

I said, well, you've got $1,500 gross profit there if you're not paying any sales commission, any labor, because all you mentioned was the equipment, not to mention burden and these other issues. He goes, I don't have to deal with that. I work out of my house. He goes, I make $1,500 in two days. He goes, I make Dr. Surgeon money. And I'm like, how can you ever reason with that guy?

I said, well, you've got $1,500 gross profit there if you're not paying any sales commission, any labor, because all you mentioned was the equipment, not to mention burden and these other issues. He goes, I don't have to deal with that. I work out of my house. He goes, I make $1,500 in two days. He goes, I make Dr. Surgeon money. And I'm like, how can you ever reason with that guy?

That's what he believes, that he was making $1,500. That's the stupidity that we're dealing with. with our competition. What I tell our guys is that, hey, because they'll come back, hey, man, that guy was $3,000 less than ours. I'm like, oh, did he show you the letter from the IRS where he's two years behind on his taxes?

That's what he believes, that he was making $1,500. That's the stupidity that we're dealing with. with our competition. What I tell our guys is that, hey, because they'll come back, hey, man, that guy was $3,000 less than ours. I'm like, oh, did he show you the letter from the IRS where he's two years behind on his taxes?

Did he show you the letter from his mortgage company where he's fixing to go into foreclosure? Did you see the part where his wife had to go back to work because he couldn't support the family? Did they have all that on the kitchen table or just his cheap price? They don't see the whole picture, man.

Did he show you the letter from his mortgage company where he's fixing to go into foreclosure? Did you see the part where his wife had to go back to work because he couldn't support the family? Did they have all that on the kitchen table or just his cheap price? They don't see the whole picture, man.

The best time to sell somebody something is right after they bought something. Right. Once you get to make that psychological and it clicks, I'm doing this. We all have the experience. You go to the car dealership, very stressful. When you make the decision, it's like. You're all in. You're buying everything. Then they send you to finance.

The best time to sell somebody something is right after they bought something. Right. Once you get to make that psychological and it clicks, I'm doing this. We all have the experience. You go to the car dealership, very stressful. When you make the decision, it's like. You're all in. You're buying everything. Then they send you to finance.

You may have had him on your podcast before. Cialdini?

You may have had him on your podcast before. Cialdini?