#236 — AI Sales Engines for Home Services: Tal Shub on Craft & Closing More Deals
In this episode of Owned and Operated, John Wilson sits down with Tal Shub, CEO of Craft, to dive into how AI is transforming sales in the home service industry.
Tal shares how Craft built an AI-powered sales engine that listens to customer conversations, provides real-time coaching, and helps service teams recover lost revenue. From boosting average tickets with better financing conversations to coaching technicians on open-ended questions and process-driven sales, Craft is creating a playbook for the next era of home service growth.
The conversation goes deep into why team adoption matters more than features, how to overcome technician resistance to recording calls, and what separates top performers from the rest. John also shares firsthand results from rolling out Craft across his $30M company — including higher tickets, improved training, and stronger close rates.
This episode isn’t just about AI tools. It’s about how technology, leadership, and process come together to drive real performance in the field. If you’re serious about building a stronger sales culture in your HVAC, plumbing, or electrical business, this conversation is a must-listen.
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🎙️ Host:
John Wilson
🎙️ Guest:
Tal Shub (Craft)
Episode 236 Transcript
John Wilson: [00:00:00] Because AI next week you can add like a game changing feature and you can do it in like a few days. With ai,
Tal Shub: it comes down to is this a person that is willing to work in a team that's wanting to get better? I think you have some results of how we've done. Yeah, so on the conversations where your team is mentioning financing options first, they are tyapically able to handle those objections.
Better what the difference is, it's $2,000 higher per ticket. Yeah. That's why, why do you think that is? If we sum everything up, it's always the lead. My
John Wilson: short answer is no.
Welcome back to Owned and Operated. I'm your host, John Wilson. During the day I run a $30 million home service company in Ohio and on the side I have fun, uh, running a podcast about. How to build a home service company. Today on the show I have tall shoe with me, the CEO of Craft. Welcome to the show.
Thanks for having me. Yeah, dude, this is gonna be fun. This is gonna be fun. We, uh, we started using [00:01:00] you guys, I think June or July, I guess correct me if I'm, it was June, yeah. Uh, end of May, early June. Okay. End of May, early June. And, um, I think it's been good so far and you're here at our workshop. So yeah, this will be fun to sort of dive into sales and.
How to like get sales better. So I'd love to start us off with, could you talk to us a little bit about like, what is craft? What's the problem you guys are trying to solve? Are you still using a clunky phone system for your service business? Open Phone is the modern business phone platform powered by AI that helps you stay responsive, connected, and never miss a call with shared numbers.
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Tal Shub: Yeah, so. Craft is a AI sales engine for home services. Mm-hmm. Uh, so you can think our, our ai, it's really, it's listening through across your entire customer, uh, interactions. And then for your service professionals, it's. Capturing those interactions, giving real time coaching opportunities, uh, and then helps you recover those revenues, uh, from each and every one of those opportunities.
John Wilson: Yeah. So recovering revenue, like we didn't close when we were out there, there's some version of a follow up to support either that salesperson or someone in the office.
Tal Shub: Yeah, that's right. So if, uh. If the opportunity doesn't close mm-hmm. On the spot, then, uh, this, we take the context from that conversation, provide it to, uh, your team, work alongside your inside sales or follow up team, uh, and close that [00:03:00] customer.
Okay.
John Wilson: Yeah. Cool. And then, uh, I think you guys are like, you're sort of an emerging, uh, company in the space. So how long have you guys been around? That's right. Yeah. We're, uh, we're a younger company. Uh, I started this last year. All right. Hell yeah. Yeah. That's sweet dude. Alright, so we're, we're focused on like following the salespeople, helping close up the sale and, uh, it, I mean, AI sales engine.
I feel like that's pretty unique. Like, I don't feel like, um, I don't really know anybody else doing that in the space. I feel like there's people that are trying to solve for different parts of it, but that sounds different.
Tal Shub: Yeah. So a little bit about, uh, my background. I, I, yeah. Or had a, have a finance background, uh, but first job outta school.
It was actually, uh, in sales. Mm-hmm. Joined a, one of the, joined a startup as one of the first, uh, employees in the us and we were selling software to chefs and food [00:04:00] suppliers across the us. Uh, our go to market was all. Door to door sales, essentially going from restaurant to restaurant. Yeah. Um, and trying to get chefs to download our, our software.
John Wilson: Yeah.
Tal Shub: Um, and as we're scaling really rapidly, uh, company was Choco, uh, billion dollar company now. Uh, we were having a lot of, uh, time out in the field with our reps actually coaching them. Mm-hmm. And, you know, spending time out in the field, uh, as you can imagine, hard to be at. Yeah, a lot of places at once.
And so, um, had the idea to start, um, actually recording the reps to be able to, uh, coach 'em remotely. But fast forward to last year, uh, met my co-founder, Alex. Mm-hmm. His background. He's, he was, uh, building products at Rippling, one of the largest companies. Uh, and then before that was also working on.
Products at Tesla, uh, worked on [00:05:00] self-driving cars, but when, when we got together, uh, we, we wanted to do something in ai, uh, AI is, is, uh, all the, all the rage. But we wanted to focus on an industry that wasn't sitting behind a computer. We were researching for a while. And, um, we summed upon home services and kind of realized that there was not only, uh, a lot of demand for home services after COVID.
Mm-hmm. Um, also. You know, in terms, in terms of ai, uh, and, and technology. Your,
John Wilson: it was historically underserved.
Tal Shub: Yeah. Historically underserved, but also your, uh, you, you know, AI isn't gonna fix your, your plumbing mm-hmm. Uh, or your AC unit, but it is gonna fix your, uh, customer conversations. Yeah. So we were really focused on, um, okay, let's focus on this industry.
Realize after talking to a lot of folks that, uh, actually the sales component is something that. Uh, there's a lot of high demand for just because [00:06:00] it's easier to train a technician, uh, on sales rather than train a salesperson, uh, to become a technician. And so, uh, we realize that there's a lot of demand, really big market, uh, a lot of, uh, opportunity here.
And the technology is there for this to become, uh, a really, you know, substantial improvement for, for coaching. But we realize that. Existing tools that were in the market, they weren't real time, and also they weren't focused on the entire customer journey. Mm-hmm. And so that's where we started and, and set off for, for craft.
John Wilson: Yeah. Yeah. That's cool. Do you, do you think that the industry now, just like as a whole, is still technologically underserved? My short answer is no. Yeah, I don't think so either. I think that's five years ago. Yeah.
Tal Shub: Yeah. And, and from my experiences in the industry, uh, you know, even compared to some of the, the food industry where it was before, [00:07:00] people were very against new technologies.
Here people are very, very excited. Mm-hmm. When I introduced them to craft or talk about technology and ai
John Wilson: Yeah. The past, you know, few years, uh, I, I, a lot of people I think rode the ServiceTitan. Sort of train, like it started it iPod now. So like big. Yeah, it's, uh, it feels served, uh, which I think is good.
Like it as a user, it's good. I think one of the, I think, I think probably everyone's feeling this right now with AI is just like, and this is something I'm trying to get better at as we pick AI tools, it, the features are like important. Of a, of a new product or a new, you know, AI partner that you're gonna work with.
But increasingly it's more like the team behind it. Like is it a good team that you think can like design product and adapt with you? Because ai, [00:08:00] like it moves, so like next week you can add like a game changing feature and you can do it in like a few days with ai. Does that make sense? Mm-hmm.
Tal Shub: Yeah. I mean, te team is everything in, in mm-hmm.
In the industry, right? Uh, with ai, uh, speed, speed is everything. Mm-hmm. And to have the speed of execution, you need to have a really great team.
John Wilson: Yeah. Yeah. I agree. Alright, so we've been using you guys for, uh, a couple months. I think what's been fun for me, and I've, I said this off camera too, but, uh, there's been like very little resistance, which has been good.
I, I think part of it's product like easier product to use. And we started off with just our electric team mainly 'cause they were the most receptive. I think we went electric drains, plumbing, hvac, if I'm remembering right. Or maybe like plumbing and HVAC swapped, but mm-hmm. I know the, I know the first two were, I.
I think you had it right. Yeah. Okay. Nailed it. Um, but yeah, like almost no resistance at all, which was I think really interesting. [00:09:00] And by the, after the first team, like they started, like the other team started asking for it, it could have been positioning, could be like more people are just open to ai.
Then when we first started deploying like AI tools into the field, 'cause the first time we deployed AI tools, like we lost people. Have you, have you dealt with that with any like onboards, just like heavy tech resistance?
Tal Shub: Yeah. And I typically, people are are saying like, oh, I don't wanna start recording my, my conversations.
Yeah. And, uh, it's invasive and it really is, uh, it comes down to is this a person that is willing to work in a team that's wanting to get better Yeah. And
John Wilson: improve. Yeah. We, we had, we had somebody like quote morals back to us the other day on this. We had one person give pushback. Uh, and it was just like, Hey, this, this feels wrong.
Like, I, you know, I don't, they came up with whatever, and it's like, we have to know what you're saying to this customer. Like, we don't know how you're presenting us. [00:10:00] We don't know what you're saying. We have to know how this is going. Like. You fighting it this hard is sort of like red flagged to me. So like yeah, it was, it was kind of interesting.
I don't think people need to take as hard of a stance as we do these days, but nowadays it's sort of like, you know, here's the process. Like, I dunno, go, go do it. Uh, but yeah, it's been good for the first couple months. The tech are excited about it. We're using the platform. Um, I think we're trying to encourage, like, higher usage, 'cause we have enough data now that like some people have 70 conversations and some people have 10.
So trying to like drive that in. Any tips on how to drive more conversations?
Tal Shub: Yeah. So, and thi this is key to the product itself is mm-hmm. Uh. What we saw is really low adoption in the industry with some of the existing tools. And so we really, yeah, we really focused on how can we make this as useful for service professionals as possible, so they want to use it.
Yeah. And so o one of the key things is, uh, that [00:11:00] having that, that real time ai, it's our, our checkpoint mode. Mm-hmm. Which, uh, I know Paul was very excited about when Yeah. When we got that rolled out. Yeah. Which is. In the point in the middle of the conversation, during the breakaway, uh, service professional can tap craft and get a full summary, AI insights, even, uh, option suggestions based on everything that's happened at the beginning of the conversation.
John Wilson: Yeah.
Tal Shub: Up until to that
John Wilson: point. Yeah. 'cause we push for this, for, 'cause we run call by call.
Tal Shub: Mm-hmm. Yeah. And so it works really well with that. You can take those notes, add them into ServiceTitan, uh, so technician for them. It makes their job easier. They don't have to spend all that time writing out those notes.
Yeah. So really from a productivity angle, but then also, um, something that we're really excited about and, uh, you know, starting to work with customers initially is getting the conversation to the hands of inside sales teams or follow up teams to take the [00:12:00] context of what's actually happened. Mm-hmm.
Conversation to help with closing any open estimates. So then from a usage standpoint, the team is dependent on the technician recording that conversation. Yeah. So that they can use that to be successful in their job. Yeah, that's interesting.
John Wilson: If you've been listening to the show for a while, you know that we've been big fans of service scalers.
One of the things that they just dropped that we are really excited about is a paper lead program. So what they help you do is they help you directly gain access to leads and scale up your lead partner. Program, go to service scalers.com and say, we sent you Yeah. Forced forces. It really like, and not, not forces it in a bad way, but like peer accountability.
Mm-hmm. Like, hey, I have to follow up, or, yeah, that makes a ton of sense. The, I know the stop and check was really helpful and like the live update was really helpful because I think with, uh, you know, we had used, we had tried some of the other tools and. I wanna say it was like 10 [00:13:00] minutes after the call or it was something like that, like call finishes and then it uploads.
Mm-hmm. And um, I don't, I don't remember when it uploaded, but 10 minutes sounds right to me and yeah, you, yeah, I actually didn't know that. Preloaded options, that's pretty sweet. But yeah, being able to like stop and like take a breath is, is cool. Especially just like for somebody looking in like the way we do call by call.
That's pretty cool.
Tal Shub: Yeah. They, it's like they're there with mm-hmm. The service professional in the field.
John Wilson: Yeah. That's wild. That's wild. I think you have some results of how we've done.
Tal Shub: Yeah, I, I would love
John Wilson: to
Tal Shub: hear. Got some. I would love to hear. Let's do it. Let's do
John Wilson: it.
Tal Shub: Yeah. So, granted, for the, for the listeners, uh, this is after a few months with, uh, rolling out team by team, like you said.
Okay. Uh, so still, still early results, but because, yeah.
John Wilson: So
Tal Shub: HVAC's only
John Wilson: been on it for probably like. A month if that, three weeks. Yeah. I think that sounds right. Okay. But electric and Drains have been on it the longest.
Tal Shub: Yeah. Electric. Yeah. Electric and drains. Yep. Okay.
John Wilson: I'm ready. [00:14:00]
Tal Shub: All right. So did you know that your guys are telling the company story only 12.9% of the time?
No, but that sounds right. But dude, did you go, have we proved since
John Wilson: we started?
Tal Shub: Uh, well it hard to have the, the full picture. Yeah. Yeah. But. What we do know is that from that, uh, from the conversations where they are mentioning the company story mm-hmm. Average ticket is higher by
John Wilson: $285. Oh, that's interesting.
I wonder if it's like a causation or correlation here, because like the people who bring up the story might have the better process. Mm-hmm. But yeah, that's interesting. And typically there is
Tal Shub: a correlation there as well.
John Wilson: Yeah. Yeah.
Tal Shub: If they're following the process, they're likely to, yeah. Higher close rates, higher average ticket.
Yeah, that is interesting. Do you have other insights? Yeah, a couple, couple others. Uh, so you guys are running into price Objection the most.
John Wilson: Yeah.
Tal Shub: Which,
John Wilson: well, the data was really [00:15:00] helpful because we, um, we've been working on, uh, we've had like a declining average ticket in plumbing this year, but like rising material.
So we're like, we're trying to figure out like, Hey, what's going on? And it was really helpful having the, uh. Like live objections basically. Um, 'cause for us, all that told us was, Hey, we we're not working on, like, we can see it here, but we we're not working on like, value building. And maybe some of that's the company story and maybe some of that's like value behind the options, but like, if it is our biggest objection, but it was interesting to see the chart for
Tal Shub: it.
Mm-hmm. Yeah. It's your biggest objection and, and it is one of the harder ones to overcome, but mm-hmm. Uh, it's really affecting, you know, the average tickets that you have on those. Those conversations where price is coming up. Mm-hmm. Uh, and so what, what we're also seeing is, uh, on, on the conversations where your team is mentioning financing options first.
Mm-hmm. Uh, they are typically able to handle those objections better.
John Wilson: Oh, really? Yeah, like [00:16:00] first, as in like early on in the call. Okay. Like, what do you mean by first? What
Tal Shub: does that
John Wilson: mean
Tal Shub: as the part of the options presentation? Presenting the financing options first. Interesting.
John Wilson: Like, does it, do you have, I know it's just like notes, but do you have what the, what the difference is, uh, it's $2,000 higher per ticket.
Yeah. That's wild Or per, per job. That makes sense. I mean, that does just make sense. Like 'cause half of the price objection is like they're thinking about what's in their checking account. That's right. That just makes sense in general. That's, do you have I, that'd be interesting by trade. Mm-hmm. Because like I bet, I bet we're really good at financing in like, hvac because the average ticket's like $12,000.
Like you always go in locked and loaded, but I bet we're not as good in finance or, uh, in like plumbing.
Tal Shub: Mm-hmm.
John Wilson: You know, two to $2,500 after ticket.
Tal Shub: Yeah. We can, uh, run that.
John Wilson: Yeah. I'm really, I'm curious. I'm curious. That's interesting. All right. Do you have another one?
Tal Shub: In general, your top [00:17:00] performers are asking a lot more open-ended questions.
Okay. So if they're asking more than 15 open-ended questions, more likely to be a win. 15. 15? Yeah.
John Wilson: Yeah. Are they the same, like how long have you lived in the house or like, is it the same like 15 questions? Uh, no. Right now we're, we're just tracking. Are they open-ended questions? Yeah. Yeah, that's, that's interesting.
I mean, I feel like that makes sense. That's a part of the, you know, if I'm breaking down like the six stages inside the home, like one of them is the greet, which is gonna be the company story. One of 'em is gonna be the explorer, which is gonna be one, physically exploring, walking around, looking at problems, but also like open-ended questions.
Mm-hmm. I think the next is present, which is options and like that's the financing. I think these, yeah, these make sense for, for us, it, it depends on the team. Like some teams are really strong and some teams are just not as strong. Uh, but what has been good for us team is not as strong. Well, unlike process, unlike driving [00:18:00] process.
Uh, so like I don't think plumbing's a very strong at process, whereas electric feels pretty solid. Like, this is just my anecdote, you could probably tell me, I guess. But, uh. So electric feels more dialed. And most of it's like, are the, is the manager that is leading those trainings, and this is our current project using, uh, craft.
But is the manager leading those trainings? Is he dialed in and locked in on the process? And plumbing just wasn't, like, it just wasn't a focus of his. So, uh, what's been good now is we brought on a, like a sales trainer maybe in January or February, something like that. And then he's using like, I think I even walked by him and he was game planning using like craft and a whiteboard or something on the way over.
But he was, we're doing this like train the trainers thing. So when we first brought on a trainer, the idea was, okay, the trainer's gonna be working individually with craft and the technician and like, Hey, here's what you did and here's what you didn't do. But we [00:19:00] really, uh, now understand it's the service manager that's driving this thing into the team with like their twice or three times a week training.
So like we have to be tr our sales leader really has to be training the service leaders or the sales, you know, managers. And at that level. Then teaching them how to use the tools and sort of like multiplying our effort. Mm-hmm. Does that make sense? Yep. Yeah. But yeah, that it's been, um, it's been good.
'cause then it sort of forces a second set of eyeballs. Not just the manager, but also like the sales manager. And then we can look at a, hey, your team as a whole is not driving, you know, options with, uh, financing. Mm-hmm.
Tal Shub: Yeah. And dial in on that.
John Wilson: Yeah. It's, but it's been a great tool for us. What are, what are some like tips that you've seen, like you guys are a year in, uh, what are some tips you've seen on like best in class?
Tal Shub: Yeah. I think, uh, a lot of the results that we're seeing just initially [00:20:00] is from a performance standpoint. You really see the top, the top performers in each company. They're doing a lot of following the process, but also a lot of the things that are really core to building rapport and building trust with the customer.
So. Making sure to establish a connection, making sure to, uh, really finding a strong need. And I think what's also been interesting to, to see from some of our customers is we've had customers where they're onboarding a new sales rep that is maybe an experienced one with 15 plus years of experience.
Yeah. But it's in a new industry and so they're able to, uh, to actually. See how to ramp them up faster. Yeah. In a new industry where, for example, we, we had a customer where their, uh, this rep came in and their, their a DL tripper tripled, uh, after realizing, uh, their average dollar [00:21:00] per lead. Okay. Yeah. So it tripled after they realized that, uh, from seeing what they were doing in craft, that this rep who was very familiar with selling a want and that is now selling a need.
Uh, is not really asking for the sale, which is pretty straightforward. Mm-hmm. For, for most sales. But here it was, uh, really something that was a realization that helped them. Yeah. Their, well, it's a huge
John Wilson: gap. I mean, that specific thing, like, I've done a pile of ridealongs. And it is funny, like people just don't ask.
Mm-hmm. They're like, all right, 1600 bucks. Yeah. Like, can we proceed? You know? It's like, it's that simple. Mm-hmm. Uh, but I did a ride along in January, February of this year, and like, he walked out and he's like, dude, I, I really thought they were gonna buy that. And I was like. You didn't ask, like just go back in and ask like, they will buy it.
And, and they did. And it was like $4,000. But yeah, it is kind of funny, some of the simple stuff and you don't even notice it unless [00:22:00] you're either re-listening to yourself or someone else is there to like, Hey, yeah, you didn't ask for the sale. Like you just walk out for some reason.
Tal Shub: That's right. Yeah.
It's very powerful once you see it.
John Wilson: Yeah. Do you have any other notes on there for like Wilson? Uh. Tho those were the main ones. Those, yeah. And those were some good ones. The, uh, the financing one's interesting. I'm really curious by team now. Yeah. We'll, d we'll dive in here. What do you, yeah, what, what, what do you, what are your guesses?
Uh, like, my guess is we don't bring up financing on plumbing, and we do bring it up on electric and hvac probably 100% of the time drains. 50 50, but I think like who's used to selling the biggest tickets? Mm-hmm. So in hvac, the average ticket's 14 grand or 12 grand, like they have to, they have to bring up financing, otherwise they'll never like close anything.
Most of our install revenues financed in hvac.
Tal Shub: How, how are they bringing up the financing? [00:23:00] Are they sort of weaponizing it as part of the, the options that they're,
John Wilson: you know, it's a good question. I, I would imagine, and this would be something that, that would be interesting to flag, I would imagine, um, that it should come up a lot.
Like, should, whether or not we do this, I don't think we probably do, but like the people who probably close the must most bring it up. Mm-hmm. So like if I was walking into the home. In the first 10 or 15 minutes, I would make a point to bring up like a financing promo or something that we have, like, Hey, yeah, this, you know, it's a big job or whatever.
Uh, we have this current promo, like we can talk about that at when we sit down. Mm-hmm. But I think probably the more you bring it up, uh, you're sort of like helping prep to that, uh, close. I think a lot of sales is, uh, like how do you close objections before you even get to the objection. Like a price objection is like, I don't have the money right now on objection.
So like that could be something you [00:24:00] just close with financing at the very beginning of the call. Does that make sense?
Tal Shub: Yeah. Because you don't want that price objection to even come up, right? Yeah. If you can already.
John Wilson: Well, and people don't know what to do with it. So you know, someone will get, uh, so someone will do like an incredible job building rapport.
And they'll build rapport for like an hour. And like the customer loves 'em, they're ready to go, and they're like best friends. And then they get to the price and it's like, well, that went from all friends to like, oh, we love each other. Come over for cookies sometime to like, what the fuck did you just present me?
Mm-hmm. I see this, this is how I get rated explicit on Spotify. Uh, but like, what did you just present me? Like, this is crazy. And you, and like, it's hard to make that immediate switch. But they didn't spend the whole time like preloading price. Like yeah, I've seen a ton of these jobs. You know, they're anywhere from 10,000 to 30,000.
And, but don't worry, we have financing and our [00:25:00] team's the best, you know, sort of like closing all the, can I afford it? Is the, is this the right partner? How will they stand behind their work? Like how do you close all the doors along the way? Mm-hmm. So we see that a bunch with new salespeople where like they really focus on the rapport.
But they miss objections along the way. Mm-hmm. Would it be interesting to like, hey, if these are the five objections, like price or financing or whatever, it'd be interesting to like flag like, Hey, they brought up financing five times, they closed the sale. Like there's, there's correlation there.
Tal Shub: Yeah.
John Wilson: Yeah.
Tal Shub: And, and the cool thing is when you have all this data is you can, you can really pull out all of these insights over the course of time as well, so. Mm-hmm. What, what we've been seeing work really well is as you start to see these insights, you can actually take action on them. Yeah. So like if a service manager sees this come up on an on their team.
Yeah. Or it's getting flagged. Focus on that in the training over the next week, and then [00:26:00] look at the progression over the next couple weeks. Mm-hmm. And see the difference.
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Like these guys are incredible as a savings to our audience. They offered 20% off your first order if you use the code owned 20 O-W-N-E-D two zero. So click to link below or go to we supply trades.com/owned and operated to find out a little bit more. Yeah, I think our industry, I think our industry is probably [00:27:00] good because it's uh, like going through like a heavy tech renaissance or whatever right now, and I thi I think it's good to like get locked in on it.
I do think it's kind of funny, you know, we've interviewed a ton of people from roofing and windows and bathroom models. And they are so locked in, like all of these other home service industries are so locked in on a process and for some reason the plumbing, HVAC just like isn't. I mean, yeah. Yeah. Why, why do you think that is?
Uh, well, I think it's the lead, like every, if, if we sum everything up, it's always the lead. So in, there's no such thing as a hot lead for windows. No one's like, Hey, all my windows were just stolen. Like, I need to do a $50,000 job real quick. It's all warm leads that you bought for 200 bucks, and you have to, you have to turn that into a want.
You have to turn that want into a need. Mm-hmm. And that, that requires a process like it's comp. [00:28:00] It's more complicated than, Hey, my water heater broke. Who's the first person that came out? And like, the price didn't seem crazy. And that's what plumbing is. Or Hey, I don't have power and my switch doesn't work and I need lights in my bathroom.
That's electric. Uh, so I think because of the lead, you can build a big business on brake fix. Same as like a mechanic shop, like a car mechanic needs broken stuff in order to really run. So what do they do when they get like, like no one's bringing in their car just to do like, Hey, I think it's perfectly fine.
Can you take a look at it and give me options? Mm-hmm. Like, it doesn't really work that way. Uh, so I, I think it's because the lead is always warm. You have to have a better process. So, we'll, typically, uh, like we've brought in a bunch of window and remodel, uh, salespeople, and they're really talented. And they're talented because they like locked in on this six step process.
They know how to solve the objections. They talk about financing early. They, you know. [00:29:00] Sort of handle it better, but it's a real retraining for plumbers or electricians or HVAC guys. 'cause they think of themselves as technician first and then salesperson. Mm-hmm. So they're not thinking about objections.
They're just like, here's a water heater.
Tal Shub: Yeah. That makes sense. And, uh, I mean, the technicians as they're, they are the experts, right? Mm-hmm. And so from a trust standpoint with the customer, that's, that's huge. Mm-hmm. Uh, and as they. Improve on their customer conversations. Yeah. With, you know. Training and just repetition.
Uh, it's really great opportunity.
John Wilson: Yeah. Cool. If people want to, uh, sort of like check out Kraft, how can they look for more information on this?
Tal Shub: Yeah, they can check us out@kraftflow.com. That's C-R-A-F-T-F-L-O w.com. Or shoot me an email, uh, al@kcraftflow.com. Awesome. T-A-L-T-A-L. That's
John Wilson: right. Awesome. Cool.
Thanks for coming on today, dude. This was awesome. [00:30:00] Um, and I, uh, craft's been a great partner, so we're really excited to see where this goes. Yeah. Thank you, John. If you like what you heard, make sure you check out owned and operated.com.
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