Someone wise once said (I believe, even in MJ`s book, but hell if I remember in which and where): "I saw where everyone was going and went the opposite way"
My company does rope access in Israel. In this field you almost inevitably end up in one of two places - either cleaning windows or waterproofing the outer walls. We ended up in the latter.
It is a high-ticket work. I sell day`s work of a two-people team to corporates for at least $1000 and in the private sector it can go as high as $3000. So naturally, sales are an important thing - we do not sell paper towels here.
Out of books on the matter two most influential on me were "SPIN sales" and "$100 million offers". From the latter I got the idea of small tweaks that make offers unique and irresistable even if the price is way higher. From "SPIN sales" the best idea was outlining the difference between Advantages (features of the product that MAY solve the problem the client has not stated) and Benefits (features of product that DO solve the problem client explicitly have).
So here I was, sitting in my living room in Northern Israel and thinking how I can better sell one day of work for an amount of monthly salary to my clients. And it stroke me. Apart from POSSIBLE problems, targeted by advantages and REAL problems targeted by benefits there are also UNIVERSAL problems, considered by everyone is unsolvable. Cultural problems if you please. One such problem in my country is sloppy work everywhere. It even has a term in the language which I won`t state here as it is racial. But it is the main reason I have my market as I basically correct construction workers` sloppyness.
What made this an opportunity for me was the idea to add, plainly and loudly, guarantees to my work. I looked through my past jobs. Counted the percentages of success. Imagined that I`d pay all that back. Increased my prices so I won`t notice that payback. And started advertising.
My sales closure jumped from around 20% to around 60%. My price doubled. I literally have jobs I performed in 2025 which paid $1000 per hour. And you know what? Everyone is happy. Zero complaints, positive online reviews.
Did I have to do warranty calls? Yes. And I take those very seriously - I jump there ASAP (usually within 3-4 days) which is also unknown in my country where normal doctor queue is 3-6 month.
My competition thinks I am crazy to offer guarantees. But they do not know my prices
What do you think? Let`s play a mind game - think for a bit and tell me, which cultural feature in your area can you exploit to boost sales?
My company does rope access in Israel. In this field you almost inevitably end up in one of two places - either cleaning windows or waterproofing the outer walls. We ended up in the latter.
It is a high-ticket work. I sell day`s work of a two-people team to corporates for at least $1000 and in the private sector it can go as high as $3000. So naturally, sales are an important thing - we do not sell paper towels here.
Out of books on the matter two most influential on me were "SPIN sales" and "$100 million offers". From the latter I got the idea of small tweaks that make offers unique and irresistable even if the price is way higher. From "SPIN sales" the best idea was outlining the difference between Advantages (features of the product that MAY solve the problem the client has not stated) and Benefits (features of product that DO solve the problem client explicitly have).
So here I was, sitting in my living room in Northern Israel and thinking how I can better sell one day of work for an amount of monthly salary to my clients. And it stroke me. Apart from POSSIBLE problems, targeted by advantages and REAL problems targeted by benefits there are also UNIVERSAL problems, considered by everyone is unsolvable. Cultural problems if you please. One such problem in my country is sloppy work everywhere. It even has a term in the language which I won`t state here as it is racial. But it is the main reason I have my market as I basically correct construction workers` sloppyness.
What made this an opportunity for me was the idea to add, plainly and loudly, guarantees to my work. I looked through my past jobs. Counted the percentages of success. Imagined that I`d pay all that back. Increased my prices so I won`t notice that payback. And started advertising.
My sales closure jumped from around 20% to around 60%. My price doubled. I literally have jobs I performed in 2025 which paid $1000 per hour. And you know what? Everyone is happy. Zero complaints, positive online reviews.
Did I have to do warranty calls? Yes. And I take those very seriously - I jump there ASAP (usually within 3-4 days) which is also unknown in my country where normal doctor queue is 3-6 month.
My competition thinks I am crazy to offer guarantees. But they do not know my prices
What do you think? Let`s play a mind game - think for a bit and tell me, which cultural feature in your area can you exploit to boost sales?
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