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Expecting the Unexpected

In his business servicing homes and businesses, Michael Muhlman, a Mr. Electric franchise owner in Waco, Texas, has seen his share of what the industry calls “add-on” sales.

For example a customer orders a fan, then is fascinated to learn of an optional lighting package and a wall switch in lieu of a pull-chain, and considers buying them.

Another customer hires a serviceman to update her household fuse box. When the serviceman mentions outdoor security lighting, the customer decides she has to have it—now.

On-the-spot add-on sales sound simple enough. But add-ons can require extra expenses that the customer didn’t expect, plus extra time the service person and his dispatcher didn’t intend.

Add-ons can also originate from a dangerous situation that needs to be fixed right away. For example, an electrician coming in to do a routine repair discovers that the customer’s home lacks a ground fault interrupter in the bathroom or on the kitchen countertop. Given the proximity of water, this scenario poses the potential for the resident to suffer an electrical shock.
Muhlman and his technicians come prepared for add-on sales, always keeping a well-stocked truck and, as often as possible, a flexible schedule. “We try our best to stay there and do everything they want us to do while we’re there,” he says. Then he explains why.

“If they’ve got more they want us to do, most of the time they are off that day, so now is the time for them to get it done. If they have to schedule another day off, there’s a good chance they’ll just put it off.”

Michael Schillaci, director of training and franchise systems manager for Mr. Electric, agrees. Customers, he says, “understand the value of doing more work at one sitting than coming back again and again.” That said, Schillaci cautions, The Dwyer Group® maintains a policy across all six of its franchisee concepts. “What we don’t want to do is sell things; we want to give customers options so they make up their own minds about what’s best for them.”

The worst is for customers to learn of their options after the service person leaves. So there’s a certain balancing act to letting the customer know what he or she can do while not pushing to make the sale. Says Muhlman, “Usually, if a [customer] is more upset than they should be, it’s because they need to leave.

“For us it’s about writing it up on the ticket and letting them know that these are things that they can do or should look at. And the Mr. Electric system for add-on sales guides technicians to follow a plan that helps increase service and additional sales for our company.” MBL

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