Episode Number: 112

Date: October 27, 2025

Duration: — 52:00

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest: Kristen Deese (Virtual CFO for the Trades)

Company: Virtual CFO for the Trades

Guest Website: — kristendeese.com

Justin and Kristen break down a practical, no-pressure sales process for home services—from the first CSR touch to in-home presentation, financing, objections, and follow-up. The throughline: educate first, be intentional, and always set the next step. They also hit conference ROI (Pantheon!), why options beat one-price quotes, and how CSRs can “happy call” their way into more booked installs.

• Your sales call starts before the doorbell. Make it easy to do business (online booking/chat) and lead with empathy on the phone.
• CSRs are part of sales. Welcome new customers, ask how they heard about you, and gather “why now?” context.
• Educate first, then present. Use the customer’s own words (hot/cold rooms, pets, air quality) to tailor options.
• Offer options, not ultimatums. Good/Better/Best with clear benefits prevents a 50/50 yes/no trap. Start at “Best,” work down.
• Lead with financing. Present monthly payments on every job; it removes embarrassment and increases close rates.
• Handle “getting other bids” gracefully. Schedule a compare-and-decide visit with all decision makers. Make it a we decision.
• Never leave without a next step. Book a return visit, schedule the install, or set a precise follow-up time.
• Implementation is the silver bullet. Conferences pay when you apply one thing—immediately.

• Setting the Stage: Event Season & ROI (Pantheon takeaways)
• Make It Easy to Buy: CSR’s role before the phone even rings
• New Caller Playbook: Welcoming, source tracking, and “why now?”
• In-Home Flow: Intentional first minutes, reading the room, and educating
• Options that Win: Good/Better/Best without overwhelm
• Financing First: Present monthly payments and approvals smartly
• Objections 101: “I’m getting other quotes” → schedule the compare meeting
• Follow-Up that Converts: “Happy call” into a sales call, without the pressure
• Culture Fit: Customer-first vs. revenue-first selling
• Close the Loop: Always leave with a scheduled next action

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