In trades, the prospect must discover their own problem before they accept your solution. The free inspection isn't a CTA. It's the entire funnel.
Runtime · 35 minutes
05.02
What I learned selling solar
The customers who closed easiest weren't the ones I'd convinced. They were the ones who'd convinced themselves first.
What I learned selling solar at the kitchen table. 2024.
Module 05 · Self discovery funnel
02
05.03
What most operators offer
Free estimate.
A free estimate is a sales meeting. The prospect knows it. They've sat through three of them already this week.
Module 05 · Self discovery funnel
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05.04
The principle
Give them information about themselves. Not information about you.
Their roof. Their bill. Their system. Their property. The shift from "let me tell you about us" to "let me show you what I see on your house."
Module 05 · Self discovery funnel
04
05.05
Solar version
"Send me your last 12 months of PSEG bills. I'll audit them."
No commitment. No quote. No sales call. Just a written audit they keep, regardless of whether they ever speak to you again.
Module 05 · Self discovery funnel
05
05.06
Roofing version
"60 second drone scan of your roof. Same day report."
They see what their roof looks like from above, usually for the first time ever. Whatever you find, you find. They get the video either way.
Module 05 · Self discovery funnel
06
05.07
Module 4's walk, zoomed in
Info → recognition → trust → quote.
Not a new model, the Module 4 walk in slow motion. Info, recognition, and trust are the Doorstep doing its job; the quote is the Kitchen Table. The pitch is the last step, not the first.
Module 05 · Self discovery funnel
07
05.08
What I saw selling face to face
3x close rate.
Self discovered leads close at roughly three times the rate of "free estimate" leads, directional, from what I saw selling face to face, not a spreadsheet figure. They've already done the convincing work themselves.
Module 05 · Self discovery funnel
08
05.09
The line that wins trust
Always find one thing they didn't ask about.
Doing a drone scan? Mention the gutter clog you noticed even though they asked about shingles. Doing a bill audit? Flag the rate plan that's been overcharging since 2022.
Module 05 · Self discovery funnel
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05.10
The report they keep
A PDF. Their name on it. Their roof, their numbers.
Title page, 4 findings, 2 recommendations, contact info. Should take you (or your editor) 20 minutes per deliverable once the template is built.
Module 05 · Self discovery funnel
10
05.11
Free, $99, or $299
FREE
Higher volume
Best for cold traffic acquisition. Loses some quality. Filter on the back end.
$99
Sweet spot
Self qualifying. Buyers who'll pay $99 for an audit are already in the consideration window.
$299
Premium intent
For complex commercial or multi system. Most residential homeowners won't pay this.
Module 05 · Self discovery funnel
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05.12
The hedge
This slows you down. Sometimes the homeowner just wants a quote.
If they explicitly say "I'm ready to buy, send me a quote", skip the funnel and send the quote. The funnel is for the 80% who aren't yet convinced.
Module 05 · Self discovery funnel
12
05.13
This week's work
Define your "information about themselves" deliverable.
Build the 12 page PDF template. Their name on the cover.
Replace "free estimate" with your new self discovery offer.
Module 05 · Self discovery funnel
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05.14 · END
Next · Module Six
3 to 5 posts a week for 3 years beats 30 a week for 6 months.