How This HVAC Tech Sold $4.1M in One Year (Do This To ACTUALLY Increase Your Sales!) | Zack Reynolds

Summary

Podcast Summary: Next Level Pros

Episode: How This HVAC Tech Sold $4.1M in One Year (Do This To ACTUALLY Increase Your Sales!)
Guest: Zack Reynolds
Host: Chris Lee
Date: March 12, 2026

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Episode Overview

In this episode, host Chris Lee sits down with Zack Reynolds, an HVAC technician in Las Vegas who sold $4.1 million in a single year. Zack provides a comprehensive walkthrough of his in-home sales process, explaining how he builds trust, educates homeowners, presents evidence, and uses stories for price conditioning—all while avoiding traditional high-pressure sales tactics. The episode is packed with actionable advice for both techs and business owners aiming to boost service ticket sizes in an ethical, customer-focused way.

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Key Discussion Points & Insights

1. Initial Approach: The “No Sales” First 30–45 Minutes

• Establishing Trust

  • Zack avoids discussing replacement or pricing in the first 30–45 minutes of any call. He instead focuses on building rapport, making introductions, and explaining the service process.
    • “Definitely talking about any sort of replacement or pricing within the first 30, 45 minutes of the call.” — Zack Reynolds (01:09)
  • Sets cones, grabs tools, and maintains a respectful distance at the door (6 feet away).
  • Utilizes the company system that sends a photo of the tech to the homeowner before arrival.

• Customer Engagement

  • Zack prefers customers to follow along when possible, especially for educational purposes, but adapts to their personality and needs.
    • “I try to be a human, you know... I also want them to know that I put my pants on one leg at a time, just like you do.” — Zack Reynolds (05:07)

2. Delivering Value: Transparency, Meticulous Service, and Real Evidence

• Documenting Work

  • Takes “before” and “after” photos of areas like condensers and coils to demonstrate real value.
    • “For me, it's all about transparency and being honest and doing a good job and being of service.” — Zack Reynolds (07:10)
  • Invites homeowners to see the condition of their equipment pre- and post-service.

• Going Above and Beyond

  • Performs additional small services (replacing batteries, lightbulbs, helping around the house) to show genuine care.
    • “I intentionally buy extra 9 volt batteries in case they have a smoke detector that’s chirping... My goal is to make sure that whether or not they replace anything… it’s not the point for me.” — Zack Reynolds (10:48)

• Discipline and Consistency

  • Stresses the importance of always following a set process, including checking the evaporator coil—even on hot attic days.
    • “If you focus on the process and not on the outcome, you will usually get your desired outcome.” — Zack Reynolds (24:43)
    • “[The] person that gets the most consistent results is the most disciplined person.” — Zack Reynolds (27:35)

3. The Art of the Pullback: Letting the Customer Decide

• Presenting Evidence, Not Aggression

  • When customers raise concerns about the age or condition of units, Zack resists the urge to “drive the knife” or launch into a sales pitch.
    • “I'm just here to clean it up... I’ll present evidence of something and then I'll literally just turn my back to them and walk away.” — Zack Reynolds (12:39)
  • Encourages customers to arrive at their own conclusions by showing, not telling.
    • “You want them to stew on that, like, here's the evidence... but I'm not gonna be the one pounding in.” — Chris Lee (12:57)

• Authority Without Pressure

  • Zack references mentorship and technical expertise as critical for knowing what to show and how.
    • “The only reason I have the information I have to be able to present to a homeowner is because [my mentor’s] taught me what to look for...” — Zack Reynolds (14:26)

4. Price Conditioning Through Storytelling

• Relatability & Framing

  • Tells small relatable stories about price increases on everyday items to build context for customers.
    • “I bought a king size candy bar... it was 4 bucks... any time you look at anything in the last 10 years, what has been the same?” — Zack Reynolds (18:51)
  • Uses analogies to help people internalize rising costs.

• Customer Self-Persuasion

  • Engages customers in conversations about their own experiences with inflation (e.g., new truck prices) so they sell themselves on value.
    • “That, that's a beautiful truck. How much did that truck cost you? Like $80 something thousand... I remember I paid like $20,000 for my truck and I thought that was a lot.” — Zack Reynolds (19:35)
    • “They're just selling themselves.” — Chris Lee (20:30)

5. Four Option Repair System & When to Flip to Replacement

• Offering Choices

  • Provides four repair options: all-in (everything the system needs), best preservation, next-best, and a minimum “must-do.”
    • “Four options is usually the best... This is everything the system needs, the best preservation option, next best, conservative, and then this is a must do no matter what.” — Zack Reynolds (29:28)

• Pullback Technique for Replacement

  • Only presents replacement options if the customer asks; avoids overtly pushing replacement.
    • “If you’ve done a good enough job, very rarely are you going to have any sort of a conversation about repairs... if they don’t want to go with a repair option... and they’re like, well, what’s it cost to replace this thing.” — Zack Reynolds (32:44)
    • “I tell them... it's your home, your machine, your money. I'm indifferent either way.” — Zack Reynolds (35:36)

• Evidence and Honesty

  • If a customer is intent on repairs, he is blunt about the reality of “sunk costs.”
    • “Any money we put in this thing, you might as well grab it and put it in that trash can over there.” — Zack Reynolds (34:34)

6. Closing, Logistics, and Teamwork

• Hand-off to Project Manager

  • Calls in supervisor/comfort advisor only when replacement is desired.
    • “Let me do this. Do you got a minute? Let me call my project manager real quick. He's the guy that designs all this.” — Zack Reynolds (39:01)

• Tracking & Process Discipline

  • Shares exact procedure for looping in his manager and coordinating to keep customer confidence.

• Sales Metrics

  • Hits repairs or replacement on nearly every call by sticking to his process. Flips about 50% of qualifying calls to replacement, with a 75–85% ultimate close rate on those.
    • “Probably 75, 85 maybe. Yeah. Jimmy is... very kind, very cordial, very well spoken, very informative, not salesy.” — Zack Reynolds (45:06)

7. Company Ethos: Company First, Serve Always

• Built-In Pricing

  • All prices include financing dealer fees; aligns team and company interest.
    • “Our pricing is structured to be able to have financing already built in.” — Zack Reynolds (31:40)
    • “If the company wins, everybody wins.” — Zack Reynolds (31:55)

• Culture of Service and Honesty

  • “If I see any homeowner or I go back, there's not a single homeowner that has purchased a system from us that I am afraid to run another call at their home... because I did right by them.” — Zack Reynolds (36:17)

• Faith & Personal Conviction

  • Zack attributes his success to faith in God, framing his service and integrity as coming from his beliefs.
    • “All of my success is only because of him. It is nothing I’ve done. I show up... it begins and ends with God for me.” — Zack Reynolds (47:35)

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Notable Quotes & Memorable Moments

• On Not Being Salesy:
  “You really do that by being the antithesis of a salesman.” — Chris Lee (10:04)

• On Letting Customers Decide:
  “You have to make sure it's the customer's idea. That's the only way you're going to be successful.” — Zack Reynolds (11:55)

• On Success and God:
  “I was on a call and... there's a lot going on, and I'm like, God, just give me the right words to say, and I'll come in there and I'll say some stuff. And I'm like, wow, that was definitely not me...” — Zack Reynolds (47:35)

• On Company-First Mentality:
  “If the company wins, everybody wins. But if I'm out there winning but the company's losing, I'm only going to win for so long before I don't have a company to work for.” — Zack Reynolds (31:55)

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Timestamps for Important Segments

• 01:09 — Never discuss replacement or pricing in the first 30–45 minutes
• 05:07 — Humanizing the interaction, adapting to customers
• 07:10 — Emphasis on transparency and meticulous service
• 10:48 — Going above and beyond in customer service
• 12:39 — Presenting evidence, pulling back, and not overselling
• 18:51 — Storytelling as a method of price conditioning
• 24:43 — Focus on process, discipline, and not skipping steps
• 29:28 — Four repair options framework
• 31:40 — Built-in pricing for financing
• 34:34 — Blunt honesty about “kicking the can” on repairs
• 35:36 — Indifference to the sale, integrity-first
• 36:17 — Doing right by every customer, no fear in returning
• 39:01 — Switching to replacement by calling the project manager
• 45:06 — Flip and close rates, partnership with project manager
• 47:35 — Faith as foundation for success

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Step-by-Step “Zack Reynolds Process” (for New Techs)

1. Rapport:
   • Friendly introduction; avoid HVAC talk at first. Use humor and relatability.
2. Set Expectations / Process Overview:
   • Walk customer through each step you’ll take.
3. Initial Evaluation:
   • Start at the thermostat, measure splits, and involve the customer if possible.
4. Visual Evidence:
   • Show “before” state, involve the customer at key moments.
5. Meticulous Maintenance:
   • Deep cleaning, thorough inspections, utilize “before and after” photos.
6. Attic/Evaporator Inspection:
   • Never skip, even in extreme conditions.
7. Present Evidence:
   • Show findings, but resist direct recommendations; let customers come to their own conclusions.
8. Four Option Repair Presentation:
   • All-in, best, better, minimum.
9. Flip Only if Asked:
   • Let the customer request replacement option.
10. Call in Specialist if Needed:

• Seamlessly hand-off to project manager for custom solutions.

11. Maintain Indifference to Outcome:

• Focus on service, not the sale.

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Final Thoughts

This episode delivers a masterclass in customer-focused, process-driven sales for field technicians. Zack’s approach revolves around building genuine trust, consistently providing value, and using subtle psychological methods to make the customer feel empowered and informed—without any hard sell tactics. With discipline, transparency, and a culture rooted in mentorship and faith, Zach has created a repeatable model for high-consideration service selling that anyone in the trades can adapt.

If you want to “actually increase your sales” without sacrificing integrity—or if you lead techs who struggle to make the leap to high-ticket jobs—Zack’s playbook is an essential listen.

Transcript

[Host]

A 4.1 million dollar year h vac selling tech is giving us behind the scenes look at his playbook. If you have ever wondered how do these guys do it, you definitely don't

[Interviewer Chris]

want to miss this one.

[Host]

In this episode, Zach Reynolds, a field tech in Las Vegas, Nevada walks us through his exact in home sales process. This is in theory, this is what he does every single day. How he spends the first 30 to 45 minutes building trust without ever talking replacement. How he uses pictures and education to let the homeowner reach the conclusion themselves, and how he price conditions through stor stories and not pressure. If you're a technician who wants bigger tickets without feeling salesy or an owner trying to build repeatable production in the field, the next few minutes are going to be the best investment of your year.

[Interviewer Chris]

Zach, Last year in 2025 you did 4.1 million as an H Vac technician selling down in Las Vegas, correct?

[Zach Reynolds]

Yes, sir. Cool.

[Interviewer Chris]

What would you tell somebody that is looking at getting into the trades or starting as a technician right now? What is the number one thing that they need to avoid to get to that level?

[Zach Reynolds]

Definitely talking about any sort of replacement or pricing within the first 30, 45 minutes of the call.

[Interviewer Chris]

30, 45 minutes?

[Zach Reynolds]

Yeah.

[Interviewer Chris]

Wow. So called break that down. So you're, you're coming in, Are you typically doing service work, maintenance work?

[Zach Reynolds]

What are you doing maintenance? Majority or majority based maintenances. Run some demand calls here and there, but majority of our visits are our annual memberships that we have.

[Interviewer Chris]

So someone's coming in, they're paying a annual membership. So for you guys, you guys do that fairly cheap, right? Like 99 bucks or something for the year?

[Zach Reynolds]

Yep.

[Interviewer Chris]

And what does a customer get for that 99 bucks?

[Zach Reynolds]

You get a cooling visit, a heating visit and a plumbing visit. So cooling maintenance? Heating maintenance. And then plumbers will come, flush the water heater, do a multi point inspection throughout the home.

[Interviewer Chris]

Are you guys dealing with much heating issues down in Vegas?

[Zach Reynolds]

I mean that's a no. We had a cold spell or for about a week, week and a half.

[Interviewer Chris]

Mostly cooling.

[Zach Reynolds]

Yeah. Yeah.

[Interviewer Chris]

So. So someone's paying that you're coming in for the cooling visit and you're coming in and they're expecting you to be there. Right. That's scheduled on their calendar or whatnot. And what does the interaction look like? So you said 30 to 45 minutes. Break that down for us.

[Zach Reynolds]

So when I get to a call, I set my cones out, I'll grab my tool bag and I'll walk to the front door. I knock on the door, I try to step back at least six feet from the front door so I don't feel like I'm imposing on them.

[Interviewer Chris]

You're driving a company van?

[Zach Reynolds]

Company van. I try to park it with inside of the front door. So when they see me, we also, we send a picture of the technician with the dispatch to the homeowner so they can see, hey, this is Zach. I'm getting Zach. And then this is obviously Zach at my door.

[Interviewer Chris]

Yep.

[Zach Reynolds]

After I get there, make introductions. I'm a people person. I'm a talker, you know, so I want to talk to people, get to know them. I try to crack some jokes here and there. I talk about like, my kind of rule of thumb is like, within the first five, 10 minutes, I don't want to talk about air conditioning too much. For sure.

[Interviewer Chris]

Build that rapport.

[Zach Reynolds]

Exactly. Once I've established that, then I kind of give them a rundown of what my visit will consist of. Go walking them through everything I'm going to be doing that day, what they can expect during my visit.

[Interviewer Chris]

Hey, guys, it's Chris. If you're finding value in what you're hearing, go ahead and like, and subscribe. That way people just like, you can find this content for free here on YouTube. Now let's dive back in the show. Which is what? So I mean, they're, you're coming in for maintenance. So I mean, I'm assuming their hope isn't that, hey, this guy's going to sell me this big package.

[Zach Reynolds]

Right.

[Interviewer Chris]

And so how do you, how do you help manage those expectations? By like walking, hey, I'm going to be doing this. What are they expecting that you're going to do?

[Zach Reynolds]

So I get there, introduce myself, obviously we chit chat and I'm like, so I'm here to do you cooling maintenance. I'm going to start at the thermostat, I'll turn it on cooling from the thermostat. I'll get temp splits throughout the home from the return to the supply.

[Interviewer Chris]

And you're, and you're typically doing this how long before the cooling season?

[Zach Reynolds]

We usually start rolling out cooling maintenances around March.

[Interviewer Chris]

March, yeah. And it starts getting hot in Vegas

[Zach Reynolds]

when, good lord willing, April for business. But, you know, usually April, May, you expect to get triple.

[Interviewer Chris]

You guys are coming in advance. You're like, hey, I'm gonna go. So you go to the thermostat, you run the cooling, and then so once

[Zach Reynolds]

I check temp splits, then I'll go outside of the condenser pull the disconnect. And the reason I do that, well, the thermostat is on, so it's calling for cooling. So when I do put the disconnect back in to check in rush amps on the compressor, I'm able to get an accurate reading.

[Interviewer Chris]

And how are you keeping the customer involved in this experience? Are you wanting them just to like, stay, continue doing what they're doing? Are you hoping that they will follow along and see what you're doing? What, what's the, what's the customer interaction look like?

[Zach Reynolds]

Best case scenario? Obviously you have the homeowners that they just want to see what you're doing. And I'm big on education throughout the process, so I don't mind it at all.

[Interviewer Chris]

Do you prefer it when they're tagging along?

[Zach Reynolds]

Depending on the personality type of the homeowner. You know, I'm a talker, but also I like to work. But you know, occasionally you'll get the guy that just wants to chit chat about whatever. And you know, most of the time it's the older customers and maybe they're lonely or whatever the wife's past. So sure, I just try to be a human, you know, like, I'm obviously, I'm there to do my job and I try to maintain a level of professionalism, but at the same time, I also want them to know that I got, I put my pants on one leg at a time, just like you do.

[Interviewer Chris]

Yeah, got it. So you go out to the condenser and what are you doing at the condenser to be able to add value to them?

[Zach Reynolds]

So I'm usually, I'm like, do you mind showing me where the condenser is? So while I, when I do that, they're following me out to the condenser. I'll pull the disconnect and that'll stop the fan motor. So there it allows them to see down in the condenser. Most of the time they'll sit there with me for a couple minutes, just. I don't know if they're just uncertain about what to do, at which point I'll grab my impact and open the fan shroud up and that way we can look down in it. And majority of the time it's going to be filled with leaves, dirt, pine needles, whatever the case may be at that point.

[Interviewer Chris]

Are you wanting to show that to the customer?

[Zach Reynolds]

And I'll explain to them, you know, again, kind of re tapping on what I explained initially. Gonna grab my vacuum, I'm gonna vacuum all this Stuff out, and I'm gonna make it look like brand new. And, you know, usually at that point, they're like, all right, well, I'm gonna go back in. Most of the time, it's kind of warm outside. They don't want to be out there with you.

[Interviewer Chris]

Right.

[Zach Reynolds]

So, yeah, once I've kind of set the ground rules about what my visit will consist of and get a good on, they allow them to get a good understanding or a viewpoint of what the before looks like. It kind of gives me a standard to go off of and. Or them to kind of reflect on when I show them the after of my maintenance visit.

[Interviewer Chris]

Got it. So that is the. The whole kit and caboodle of.

[Zach Reynolds]

Of what the maintenance looks like initially, yes. So once I'm. I, obviously, I do all my tests on it, I clean it out really well. I. I spend a lot of time on my maintenances. I'm very meticulous when it comes to cleaning it up. So I'll vacuum it out really well, hose the coils out from the outside, from the inside out, and then the outside in. And then, of course, there's a big remainder left in the pan. And then I get my leaf blower and blow it out and kind of try to dry it out as best as possible and get a picture of after as well. For me, it's all about transparency and being honest and doing a good job and being of service. So that way they're able to see that, like, hey, I'm getting what I paid for and this guy cares.

[Interviewer Chris]

Yeah. Yeah. So you go and do that, and that usually is taking you 30 to 45 minutes during that time.

[Zach Reynolds]

Yeah.

[Interviewer Chris]

So when you say you need to avoid the discussion around price or replacement, like, give me more color to that.

[Zach Reynolds]

Most of the time, unless someone has just purchased a home, Vegas is such a saturated market, and if they have a unit that's over 12 to 15 years old, they've been told they need to replace it. A lot of times, what you'll run into is when you get there, people are like, I know it's old, and, you know, blah, blah, blah. And I'm like, hey, you know, my job is just make, you know, make sure we ain't got no issues. This summer. I don't expound upon anything that they've mentioned about age, condition, what anyone else has said or done.

[Interviewer Chris]

So you're not trying to drive the knife deeper. At that point, you're pulling back and be like, yo, my job, I'm just the maintenance guy.

[Zach Reynolds]

And at the End of the day, that is my job. That is my job description is to provide a service and provide a maintenance on the system. If there's anything I notice as I'm doing anything, I'll of course, bring it to their attention, but I'm not doing it in a, hey, we need to replace this.

[Interviewer Chris]

So from a financial standpoint, though, I'm assuming you're on performance pay.

[Zach Reynolds]

I am, yes. Yeah.

[Interviewer Chris]

And so performance really comes to, like when you do do an upgrade or sale or charge or whatnot. But you understand the psychology that, like, if you're just hounding that those days are gone.

[Zach Reynolds]

You know, I've heard stories from people that have done this for a long time that, you know, back in the day, you could go in there and be like, hey, you need a new unit? And it's going to be $10,000. And they'd be like, all right, let's do it. Those days are gone. So it's. It's all about, how can I. I look at it? This is kind of my analogy. The cartoon you see where there's like the valuable possession in the room.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

And there's all the laser beams around it, protecting it, and they're like bobbing and weaving to get to the item. That's kind of the customer's guard when you get to this call. And my job is to bob and weave the lasers to get to the end goal.

[Host]

And.

[Interviewer Chris]

And you really do that by being the antithesis of a salesman.

[Zach Reynolds]

Right.

[Interviewer Chris]

Like against what a typical. Like what everybody in their mind has as a salesperson. Like, hey, this guy, all he wants is the deal. He's going to push this on me. He's going to immediately be like, hey, do this the other. And you're saying, like, let me, let me serve first. It's kind of like, you know, the example of Jesus even. Right. Like, serve first. And you're going to be able to have the greatest influence. Yeah, I love it. So. So you're going in, you're building value by cleaning this thing out. Are you taking pictures? What else are you doing to really gain trust of this customer?

[Zach Reynolds]

I mean, I do everything. I mean, I've raked and blown leaves, I've cut palm fronds off the trees for them. I've helped them move stuff in the garage, whatever they need done. I intentionally buy extra 9 volt batteries in case they have a smoke detector that's chirping. I'll change it. Light bulbs, whatever the case may be. My goal is to make sure that whether or not they replace anything or I, you know, I make a dollar off of them. It's not the point for me. I sleep really good at night knowing that, like I'm. I'm truly there to be helpful. And that's just, you know, how I was raised is to just be kind to people. And, and it works out really well.

[Interviewer Chris]

And so what's like the average length? So you said 30, 45 minutes, but like, how many of these are you doing a day?

[Zach Reynolds]

Best case scenario? Four. Four of these? Yeah. Usually three to four. Okay.

[Interviewer Chris]

And the goal you want to. Are you wanting to spend two hours with them an hour? Like, what, what. What's kind of the time frame that you're hoping to be able to get this all done in?

[Zach Reynolds]

Minimum hour and a half. I've spent four or five hours on a call with people because once you've presented evidence and they've kind of come to the conclusion themselves because that's where the market's at today is. It's not forceful. It has to be the customer's idea. We have an extensive amount of training from the guy I was thinking about, Brent, that talks about. You have to make sure it's the customer's idea. That's the only way you're going to be successful.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

And at that point, usually I'm pulling back once we've kind of.

[Interviewer Chris]

So, so yeah, talk. Talk to me about that. Like up front customers, like, look, I know it's old and we probably need to replace it. How are you responding?

[Zach Reynolds]

My. I'm just here to clean it up. I don't, you know, make sure we ain't gonna have no issues this summer. And I, I'm big on. I'll present evidence of something and, and then I'll literally just turn my back to him and walk away. Like, all right, I'm gonna get back. Start out here. I don't, you know, because I'm so

[Interviewer Chris]

you want that them to stew on that, like, hey, here's the evidence. There's clearly an issue, but I'm not gonna be the one pounding in. I'm gonna let you conclude that that's exactly, that's what's going on.

[Zach Reynolds]

That's exactly right. Yeah. So once I've cleaned the system up, I have the fan motor and shroud leaned up against usually the house. I'll bring them out. I'm like, hey, you remember what it looked like before? I just want to show you what it looks like. I'll go in and be like, hey, can I borrow you for a second? And of course, they usually say yes. And I bring them out and I show them and. And everyone's reaction is usually the same. Wow, you know, that looks really good. And, and not. It's all about. It's not. It's about what you say. So if I say, hey, I found your fan motors leaking oil, that implies I was looking for something. So something that I've been taught is that when it's leaned up against the wall, they're looking at, hey, something else. Real quick, while I had this open, I noticed that your fan motor is leaking oil. And they're like, you know, most of the time, if they care, they're, oh, wow. You know, like, yeah. And they're like, should I replace that? And I'm like, let me just finish running through everything. And it's all about.

[Interviewer Chris]

So you're pulling back is when they're suggesting, should I replace it? Instead of being like, yeah, you should. You're like, hold on, let me just. Yeah, you're gaining a lot of. Really what this is, is, is an authority close.

[Zach Reynolds]

Right?

[Interviewer Chris]

You're gaining a lot of authority by being very knowledgeable and just building that confidence around like, hey, this guy isn't just here to, to push something on me.

[Zach Reynolds]

Yeah, my. I have two really big mentors in this, Brent Buckley and Jimmy Rivera. Jimmy is. The dude is super technical. The only reason I have the information I have to be able to present to a homeowner is because he's taught me what to look for, how you know, what it implies, what its job is. And it's all about tying everything together. So I'm real big on like, yes, I presented. They see the motors leaking oil, I pull back, I continue running my maintenance. And then once I've gathered enough evidence to bring to them and show them, explain to them what's going on. Depending on the personality type of the homeowner, I might bring them back out again. I might do multiple check ins throughout the call instead of just one. It depends on how engaged they are. And some people aren't easily engaged. So you have to present more evidence to where they're like, okay, this is, this is something I should care about.

[Interviewer Chris]

Yeah, love it. So you go through this whole process, what percentage of the time are you finding something wrong versus, hey, I was just able to do my quick maintenance and basically there's nothing to be able to sell.

[Zach Reynolds]

When I first started, more often than not, I, I didn't, I. When I very first started the company I was at, no one had taught me it was A primarily a plumbing company that had just kind of spawned off a little bit of an H vac side of it. So, you know, my maintenance process was get there, pull the disconnect, hose it down, check the capacitor in, rush amps, running amps, refrigerant levels, and see ya.

[Interviewer Chris]

And were you getting paid performance pay at that point?

[Zach Reynolds]

Yes. So.

[Interviewer Chris]

So that was. That was tough.

[Zach Reynolds]

Yeah.

[Interviewer Chris]

You know, if basically you weren't able to find anything or. Or really coached up on how to do it. Right, you're making $0.

[Zach Reynolds]

So I had started out as a help install helper.

[Interviewer Chris]

Okay.

[Zach Reynolds]

Didn't make much money. I would do plumbing and H VAC installs. I got put on commission after almost a year at this company. And I was initially doing plumbing. I was selling plumbing, installing plumbing. And to me, that was. I had arrived. I was like, this is it. Because I'd been so used to making 20 bucks an hour. So when I kind of got into selling H vac at this particular company, I was. I was the only tech. Some stuff had transpired where the other two techs I worked with were no longer with us, and I needed stuff to install. So I just. It was in July, and one of the guys had called off work, and the owner of the company's like, hey, Zach, can you just run these calls? And I sold 50, 58,000 that day. And the other tech was like, oh, well, he got lucky. Well, then the other guy was supposed to be off. I was supposed to be off Sunday, Monday. He was working on a race car of his on Sunday and dropped a transmission on his hand so he couldn't come into work Monday. So I was off Sunday, went back to work Monday and sold like another 35, 000. And then they were like, oh, oh, okay. And I. It surprised me, but I wasn't there to sell him nothing. My intention was, I need something to install. It was July system. It weren't maintenance calls. They were demand calls. No cools.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

And that was kind of my introduction to the whole sales aspect of things. Yep. Very, very poor at it. Because of course, like anybody that's has no training, you get a taste of that commission and then you go in full sales mode. And that's why I know what not to do, because I was the guy that.

[Interviewer Chris]

So you were immediately like, hey, we need to get this replaced. It's going to be this much money.

[Zach Reynolds]

No price conditioning involved.

[Interviewer Chris]

And when you say price conditioning, I know what you're talking about. But for the audience, what do. What do you mean price conditioning?

[Zach Reynolds]

If you wait till the end of the call and you're presenting a 15, 20, 30, $40,000 option to them, you could present a $500 option to them. It's going to be too expensive. It's too much money. It always is too much money. Of course it is. You know, so by price conditioning is done through stories for me.

[Interviewer Chris]

So give us example. Like, what's the story that you tell?

[Zach Reynolds]

Well, I, my biggest thing is what I've been using lately is I bought a king size candy bar at a grocery store the other day and it was $4 at a gas station rather, and 4 bucks for king size. I'm used to 1.99, you know, but

[Interviewer Chris]

geez, dude, I remember when growing up for me, Snickers was 50 cents. King size was 75. That was pretty dope.

[Zach Reynolds]

Yeah. And that was still four bucks.

[Interviewer Chris]

Goodness. I'm your, I'm your perfect client.

[Zach Reynolds]

Yeah. That's Vegas for you right there. No, but anything you look at anything in the, in the last 10 years, what is, what has been the same? So there's been a lot that's changed in our industry.

[Interviewer Chris]

So you're let, are you telling the customer this? There's been a lot that changed in our industry or what are you just telling that story and then moving on?

[Zach Reynolds]

It's, it's really case dependent. So I don't not to not, you know, not. I'm withholding information, but it's just, it really is case dependent. I'm usually that first five, ten minutes of me running the call. I've done enough. I'm checking temperatures, I'm going throughout the home. I've found enough things that I've noticed that the homeowner is interested in that I can then utilize that on the back end as something that they're able to relate to and provide perspective on. Like if they have a new truck in the driveway or a newer car. Like, how much? That, that's a beautiful truck. How much that truck cost you? Like 80 something? Thousand. There's usually some negative connotation with it. And I'm like, God, dog, that's expensive. I remember I, I paid like 20,000 for my truck and I thought that was a lot. And then I get them to tell me about how much things have went up. Perfect. Yeah.

[Interviewer Chris]

They're just selling themselves.

[Zach Reynolds]

And I pull back. You know, there's a right and a wrong way to do this. You can do it the wrong way and still be decent. But I have found the people that perform at the high levels are the ones that are able to adapt to the changing market, the changing economy and are able to provide solutions.

[Interviewer Chris]

Absolutely, absolutely. So you're going through and your price conditioning them and you've gone through your whole like you've cleaned everything, you've done, done these type of things. And so back to my original question, I guess that got us here was so when you first started, you would go in and you do these service calls or these maintenance calls and basically nothing to sell them. Okay, so what, what changed because you were able to identify actual issues. Got better at being a tech.

[Zach Reynolds]

Like what, what, what changed all the above? My career. The trajectory of my career really took off when I came over to Simply which is the company I'm at now. The owners, Mike and Daryl have a phenomenal culture at this company. It's a very technician heavy company. Meaning what does that mean? Very technically sound.

[Interviewer Chris]

Yep.

[Zach Reynolds]

It's not. Some guys that just seen there was a bunch of money to be made in H Vac when they first started the company. They were selling and installing their own stuff. The owners were. And they eventually grew it to where they didn't no longer have to do that. But when I came here and I met Brent and I met Jimmy and they really poured a lot of time and effort into me because I showed up and I worked hard and they seen that I was. The information wouldn't be wasted. Yeah. And so I started to learn the dynamics of H Vac and how, you know, with heat transfer and heat load on a home and how the system operates, refrigerants, etc. The way my brain operates is I'm easily able to connect things once I have an understanding of it. So. And then how can you put that in crayon for the homeowner? Because they're obviously not a technician. So.

[Interviewer Chris]

So are you able to. Because you're doing three or four of these a day, are you able to identify something to present to them on 100% of the time, yeah.

[Zach Reynolds]

Now whether or not they care is a different story.

[Interviewer Chris]

Right.

[Zach Reynolds]

Some people that you know though there's a saying, there's a reason why it's that old. You know, you get a 30 year old system and to the untrained eye you're like, oh heck yeah. But most of the time it's that old for a reason. But I've kind of adopted a mindset like, you know, if they've. We've been out there, we have a record of we've been out there for, you know, four Years, no one sold them anything. I'm like, because ain't had me out there yet.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

And not to be arrogant or anything of that nature, but you believe in yourself. I do. And I run a very, very, very tight process for sure that doesn't really falter between homeowners or calls. Are there little variables I change?

[Interviewer Chris]

Yes, but so what, how would you like in your mind, obviously you've got a process that's like step by step. How would you outline those step by step? Like when you say I follow a very tight process, explain it to the, the new technician that's, that's starting, like what process is that? So you've kind of explained a lot of like the, the big stuff. Like what are some things that are like non negotiable that you follow?

[Zach Reynolds]

Non negotiable is I am communicating with that homeowner when I first get there. And it's usually not about anything air conditioning related. I am going to show them if, if I, if they don't come out with me, if they're an elderly customer, they will see what it looked like before. So pictures, pictures, very big on pictures.

[Interviewer Chris]

So let me, let me try to break this down for people that are watching. So we're talking rapport and we're talking evidence.

[Zach Reynolds]

Evidence, yes.

[Interviewer Chris]

Okay.

[Zach Reynolds]

And being of service.

[Interviewer Chris]

So, so rapport, evidence, serve them being a servant, leader, some leading with, with that, like keeping them forefront in the mind rather than like, hey, how do I get their money?

[Zach Reynolds]

So I've been guilty of it. I think anybody has been guilty of it that's been in this for any amount of time. If you focus on the process and not on the outcome, you will usually get your desired outcome. But if you jump the gun and you skip, skip any part of that, you have no one to blame but yourself. When you're sitting in the truck with a zero, and that's kind of how I look at it, is that it's 115° day, it's 140 in an attic. The last thing I want to go do is check your evaporator coil. It's hot. But if I don't check that coil and I'm sitting in my.

[Interviewer Chris]

For those that aren't technicians, where's that evaporator coil usually hanging out in the attic. In the attic in Vegas.

[Zach Reynolds]

Not a fun place to be.

[Interviewer Chris]

Not a fun place to be?

[Zach Reynolds]

No.

[Interviewer Chris]

Okay, so what does that look like? So this, this really goes into like that being of service and like, like bending over backwards and doing the extra

[Zach Reynolds]

miles and Being disciplined.

[Interviewer Chris]

Yep.

[Zach Reynolds]

Because it's real easy to have irrefutable evidence on the condenser only. And there, you know, it's a deal, it's done. They know it needs to be replaced. But if I.

[Interviewer Chris]

You don't skip this step of getting into the attic. So you go up in the attic, and what do you do?

[Zach Reynolds]

Well, as soon as I open the attic, I. I run through everything in the attic. So I open the furnace, and now I'm not deep diving it, Checking inducer motor, flame sensor, all that stuff, but I am for sure checking the control board and the blower motor. Control board's a brain of the whole operation. Blower motor puts all the air in the home, whether it's heating or cooling.

[Interviewer Chris]

And are you bringing a vacuum with you?

[Zach Reynolds]

I will bring a vacuum with me, yes.

[Interviewer Chris]

Right off. Or do you go back and get it?

[Zach Reynolds]

So if I'm doing so, it differs. So if I'm doing a cooling maintenance, I already have my vacuum with me. If I'm doing a heating maintenance, I do an initial evaluation of everything, and then I come down and let the homeowner know, like, hey, the unit's filthy. I'm gonna go grab my vacuum for you and get this thing cleaned up.

[Interviewer Chris]

And so you always follow that process?

[Zach Reynolds]

Every time.

[Interviewer Chris]

I love it.

[Zach Reynolds]

Every time.

[Interviewer Chris]

Very disciplined.

[Zach Reynolds]

Yes.

[Interviewer Chris]

Continue.

[Zach Reynolds]

Once I'm done with the cooling portion, I'll get in the attic. The coil is part two of the air conditioner. It's responsible for absorbing all the heat from the home. It's welded into the condenser. It creates a refrigeration loop or the refrigeration cycle. So majority of the time, you will find rust on an evaporator coil. The severity of that rust just depends on how dirty the coil's been, how maintained the system's been. But 100, you want to open that coil. I don't know how many times I didn't want to get in the attic and look at the coil. And reluctantly, you know, I'm. I just. I make myself follow that process. And I get up there, and the coil's ruptured, and there's oil all over the coil from the refrigerant. And I'm like, thank God I opened this up because this followed my process exactly. Because the person that gets the most consistent results is the most disciplined person.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

So. And that's one thing that we're really big on implementing. Where we work is being disciplined, following the process, no matter what. Because it's real easy to get sucked into these homeowners aren't stupid, you know, and you run into some that are the guy that they go to the car dealership and they're like, I ain't leaving without the best deal. Well, they carry that into every aspect of their life. So they're, they're trying to get, they're showing you their neck to try to get you to go for the jugular. So they can in their mind know that you're the same way, the same person that the last 10 companies that have been out here, you're no different. Right. So picture what those people do and do the opposite. And that's what's been kind of my success.

[Interviewer Chris]

So yeah, whenever they're saying, hey, try to sell me, you're like, no, hold back. And so you go through this process, you build rapport, you provide evidence you are of service and you go to great lengths to doing that, always making sure you follow the same exact process. How do you transition from that to a sale?

[Zach Reynolds]

So once I've, I've done my, my check ins and I provided evidence, we're big on like providing repair options. Now what comes with that is also the way I was taught, the way that Jimmy taught me was like you explained to him this is, you know, four options is usually the best. Once you provided this is kind of like we're all in. This is everything the system needs. The best preservation option, the next best and conservative. And then this is a must do no matter what you're.

[Interviewer Chris]

So four options of maintenance.

[Zach Reynolds]

Of repairs.

[Interviewer Chris]

Yes, of maintenance. Repairs, not replace. Right.

[Zach Reynolds]

If you've, if you've done a good enough job, very rarely are you going to have any sort of a conversation about repairs. There's the four options is really good for the people that aren't able to necessarily aren't effective communicators that can't get the call where it needs to be. But if you're able to paint a picture while providing service and being trustworthy and providing evidence, pictures, videos, they know that any money they put in this thing is not good money. Yeah. Now does that mean that everyone goes with replacement? No, of course not. And that's what the four options are for.

[Interviewer Chris]

So when you present those four options of these are four options of repair, not replacement, right?

[Zach Reynolds]

Yes.

[Interviewer Chris]

And so that's what you first bring to the table. And what does that range of price typically look like on, on that for a customer?

[Zach Reynolds]

If you're going full regalia and you can run up a 8, $9000 repair ticket all the way down to the fourth option, you want to keep sub 1000 because you don't. You want to make it attainable.

[Interviewer Chris]

And have you addressed financing at this point or have you held back on financing?

[Zach Reynolds]

I don't, for me providing any sort of financing solution until we've. I feel the homeowners kind of narrowed in on a solution to me, comes off as salesy y. So I pull back on that the amount of times that I've had all four options out. So sometimes you run a newer system and you're offering IEQ solutions, maybe a stuck work installation, UV light, inline filtration, like an April air cabinet. They like the best option. I just had one last two weeks ago. That was 5,600 bucks. And he's like, I like this one, but I'm gonna have to wait. And I was like, is it a timeline thing or like a money thing? And he was like, it's. It's a money thing. I'll get. He's a pool company owner. He's like, I'll get paid in a couple weeks from a job. I was like, we got 12 months, no interest. And he was like, let's do it then. So.

[Interviewer Chris]

And if at that point, have you. Does your price already have the dealer fee built in?

[Zach Reynolds]

Yes. So our pricing is structured to be able to have financing already already built in.

[Interviewer Chris]

So you don't have to add something on top. It's not a difference or whatnot.

[Zach Reynolds]

Exactly. Yeah.

[Interviewer Chris]

So that's how I coach everybody to do. It's great.

[Zach Reynolds]

It's better that way because then you're not short changing the company. If the company wins, everybody wins. But if I'm out there winning but the company's losing, I'm only going to win for so long before I don't have a company to work for.

[Interviewer Chris]

That's exactly right. That's a. That's exactly what we teach business owners that company first. Like, you've got to be company first. Because if you can't take care of the company, you can't take care of the employees. And they can't take care of the employees, you can't take care of your customers.

[Zach Reynolds]

Exactly.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

Help me take. Let me take care of me so I can better take care of you.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

Because if I'm taking care of you more than I'm taking care of me, I'm going to eventually have no. Nothing to pour out. Yeah. So that's. So assuming they've. They don't want to go with a repair option. And they're like, well, what's it cost to replace this thing.

[Interviewer Chris]

So are you waiting for that question or are you providing that as an option?

[Zach Reynolds]

No.

[Interviewer Chris]

So, and, and with that, so if you're not doing that, a follow up question, are you hammering home that like, hey, we can do these maintenance, these are the four options. Are you making them aware that like man, this is like sunk costs, like or, or are you just doing that from a, from a psychology standpoint, you're not actually talking about it?

[Zach Reynolds]

Yeah, so I'm, I'm not directly telling them or really implying so much as I am being informative and letting them know like this is what kind of, this is what it's going to cost. This is what kind of reliability and guarantee is associated with that.

[Interviewer Chris]

Do you say, hey, I'm not sure how long this system has left if we do this, but we can do this?

[Zach Reynolds]

Yeah. So I'll explain everything to them, how it all works because I've educated them on what the fan motor's job is. I've explained to them the coils job, the blower motor, whatever the case may be, contact or capacitor. They know that when I'm there and we get to the end of it and I'm like, hey, you know we've got X, Y and Z. I can put, let me put together some repair options, see if we can kick the can down the road by a little time, hopefully get us through the summer.

[Interviewer Chris]

I like that, that phrase, right? Hey, let, let me put together some repair options to see if we can kick the can down there. Right. Because that is a non sales but implies that man, by putting money in, I'm just kicking the can and I'm gonna have to pay for this eventually. And so basically I'm sinking money into something that isn't a good investment.

[Zach Reynolds]

And I explained homeowners, I'm like, look, I'm big on return on investment. I can't guarantee you what you get. And if I've, depending on the personality type of the homeowner, I've told them, told multiple people, I'm like, look, I'll be honest with you, any money we put in this thing, you might as well grab it and put it in that trash can over there. Now if that's the route you want to go, by all means, I'll band everything sang up till the cows come home. I do not care. But I just want you to know what you're getting for your money and

[Interviewer Chris]

what kind of that is such a beautiful pullback, you know. One of, one of my favorite sales Techniques is like, look, I don't need your money.

[Zach Reynolds]

Right?

[Interviewer Chris]

And so that's essentially what you're doing with. With that same thing, right? Like, hey, look, I'm. I'm happy to get this thing band aided up until the cows come home.

[Zach Reynolds]

I like that.

[Interviewer Chris]

That's. That's definitely a Tennessee.

[Zach Reynolds]

Tennessee thing.

[Interviewer Chris]

That's a Tennessee thing.

[Zach Reynolds]

I love it.

[Interviewer Chris]

That's beautiful. So. So you. You present them the options, but you're just like, look, I. I can't put my stamp of approval, really, on this, but I'll do it. This is what you want?

[Host]

I.

[Interviewer Chris]

Customer, I'm here to serve you, not vice versa.

[Zach Reynolds]

I tell them, like, it's your home. It's your machine, your money. I'm indifferent either way. However, if I didn't explain to you the pros and cons of each thing, and you went with a bunch of repairs, and I seen you in the Albertsons parking lot, which is a grocery store, I wouldn't want to come say hi to you. And I truly do believe that, like, I don't. I don't. If I see any homeowner or I go back. There's not a single homeowner that has purchased a system from us that I am afraid to run another call at their home. Now, do I want to go Sometimes if they're like a spaz or talk your head off, you know, not particularly, but I'll go back to any homeowner I've already been to and be able to look them in the eyes because I did right by them.

[Interviewer Chris]

Speaking of which, so your repairs, like, just from a technical standpoint, how long do you guys guarantee a repair or

[Zach Reynolds]

do you guarantee it's. It's from the. It's a one year on that particular part. And so that's another thing. If they start going. Wanting to go the repair out, like, yeah, sure, by all means. You know, we've got three items in question here. Right. I can warranty it for a year. I can't warranty the overall functionality of the system just due to itself.

[Interviewer Chris]

I can only warranty this particular part. Yes. Which is another just like, hey, look, I'll do it.

[Zach Reynolds]

But. And it's the truth.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

It's not a lie. It's not. You know, but it's also implicative of, like, hey, anything we put into this is not right.

[Interviewer Chris]

And. And frankly, the best salespeople are the most honest salespeople and understand their product and why it appeals to the customer and so like it. You know, some people may think like, oh, this is a sleazy technique, but it's not. It's the truth. I can only warranty this part if you want me to go and repair this part. That's. That's all I can.

[Zach Reynolds]

And there's.

[Interviewer Chris]

And it would be dumb business to do anything else. Yeah, right. I can't. I can't warranty a 20 year old system where you want me to replace this one part.

[Zach Reynolds]

Yeah, same. It's like, all right, you got a old ford Pinto with 300000 miles on it and that you. Someone brings into your shop. Like, are you gonna. You're gonna change out an alternator and some struts and be like, I'll, I'll warranty this motor ain't gonna go out on you. Rod's not gonna start knocking or nothing within the next two years. No, it's, it's. That's ignorant. Right. You know, I don't, I don't think that there's anything wrong with explaining options how. What. As long as you're indifferent with it. How whatever choice they decide to go with it truly is none of my business. I'm not going to be thinking about it that night as all I care about is that I do a good job was honest. Whatever route they decide to go, it truly is their home. It's their money. You know, no matter what. I advise against. I've had homeowners want to band aid up a 20 something year old system. Yep. All right, sign, sign here and I will put in the disclosure in the invoice that they get a copy of that. I can no way guarantee the overall functionality of this system, but I can warranty this part. So if I put in a condenser fan motor and it goes out in eight months, I'm going to warranty the part. Right. Your compressor craps the bed. I'm not, I'm not warranting your compressor.

[Interviewer Chris]

Right.

[Zach Reynolds]

You know, so.

[Interviewer Chris]

No, I love it. I love it. So by presenting those options for repair, naturally they're like, what does it look like to replace? And is that when you, you bring it to them? Are you flipping it to somebody or how do you typically go about that?

[Zach Reynolds]

So Jimmy, the guy was speaking about earlier is we, we refer to him as a project manager because he does the designing of all the systems, financing, etc. Might know him as a comfort advisor, sales guy. Whatever title you want to put on it, it's the same job. At that point when they're asking, well how much is it to replace it? That's where experience level and your ability to effectively communicate things comes into play. Because there's a lot of guys that you. You just shut up right there and you call your project manager out. I've had Jimmy out enough times where I could quote his entire, you know, we have conversations and he's like, I. I hear that sounds familiar. It's almost like you heard that from me or something, you know, but, you know, I. I tell people, because our pricing is not the same as everyone else's, but I will tell people like, there's. You can get Joe Blow with a magnet on his truck. No permits or inspections to probably do this for 13, 14,000. You can find a big corporate billboard company with a whole bunch of advertising, do it for 35, 40. We're not corporate. We're still family owned, but we're not working out of our garage either. And they understand that there's, you know, options there. And then I'm like, let me, Let me do this. Do you got a minute? Let me call my project manager real quick. He's the guy that designs all this. We need to get something figured out. And they're like, yeah, if you've done a good job. They're like, yeah. Jimmy comes in, we make introductions.

[Interviewer Chris]

So does Jimmy come physically to the location or is he doing it over the phone?

[Zach Reynolds]

Majority of the time he comes to the location.

[Interviewer Chris]

And so you're waiting how long?

[Zach Reynolds]

I share my location with Jimmy. We have both have iPhones. There's a few people on our team underneath Jimmy. Jimmy follows me around, so usually he's not far. I know wherever I'm at, and I'll call him back. Hey. He knows if I say, hey, Jimmy, it's Zach. It's. This is about business. I'm not just calling to give him a rundown of the call. And he'd be like, hey, what can I do for you? And I'm like, hey, are you still. You know, I was off of college, which is an exit off in. In Henderson. Yeah. And I was like, hey, are you. Are you still in the Wagon Wheel area, which is two exits down? Like, yeah. I'm like, hey, you know, I'll explain to him what's going on. Could you come by and possibly give us a hand with this? And he knows. So I'm like, hey, he's finishing up some paperwork. He'll be here, here shortly. And that's. That's how we approach it. And. But he knows because I've. I've touched base with him also. I've done Check ins with him throughout the process and letting him know like, hey, this could or couldn't, you know.

[Interviewer Chris]

Yeah, love it, love it. So then flips it over, shows them the options. Then now, now you're closing. And typically those are, those are finance deals. From this. What is it? What is your close rate on, on getting a ticket with Jimmy? No, just in general.

[Zach Reynolds]

I'd say probably 45, 50% of the time.

[Interviewer Chris]

It's, it's going to, you're flipping it,

[Zach Reynolds]

it's going to go somewhere. Yeah.

[Interviewer Chris]

What about as far as a repair?

[Zach Reynolds]

If you've ran your process correctly, you can usually get something on every call.

[Interviewer Chris]

So you're, you're close, you're close to 100% collections most of the time.

[Zach Reynolds]

Yeah. There's going to be times where there's just nothing there. But even then, if you really push for it, you can get a coil clean, you can get a service agreement, something. That's what we've been focused on.

[Interviewer Chris]

Coil clean, service agreement.

[Zach Reynolds]

What does that run a customer about 490.

[Interviewer Chris]

And you're doing that. So you're doing that for him, which is what, how?

[Zach Reynolds]

20 minutes?

[Interviewer Chris]

20 minutes. So you're doing it after the fact, after you present it to him. Like that's last ditch effort. Like I got to get some money for being out here.

[Zach Reynolds]

I just had that the other day where they had home warranty. High voltage was burning in the disconnect. I explained to him why my home warranty's Superman is going to save it. Home warranty is a scam. They're not going to touch that. But I also, I'll touch on it a few times. I'm not going to have a flat out argument with somebody. And so when they have a home warranty, the biggest thing is maintenance. Home warranty does that. They're not responsible for maintenance. You are. Right. So I fall back on maintenance related items. Keeping the coil clean, doing a blower wheel cleaning, iaq, UV light, April or whatever the case may be.

[Interviewer Chris]

Right.

[Zach Reynolds]

So they were dead set on their home warranty, weren't going to do nothing. And I was fixing to leave and I was like, well, you gotta at least let me clean the evaporator. Cool. Like this thing's filthy and it was. And they're like, well, I think home warrants, you do that. I'm like, no, you're contractually obligated to at least maintain the system, if any. If you're gonna call them out for this high voltage, by all means, be my guest. But if they open the System up and see that that coil is going to being dirty. Like that's impeded airflow. It's caused a lot of extra wear and tear on the system. They ride a gray area. So they're going to say, well, this caused this and we're not covering this. So if you want to get this covered or at least best chance, I got to clean it up.

[Interviewer Chris]

And that was 490?

[Zach Reynolds]

Yeah, 496 I think it was for the service agreement.

[Interviewer Chris]

Most of those people are paying cash for that. Swipe it on a card. Here you go.

[Zach Reynolds]

I try not to just due to dealer fees. Try not to finance anything under a couple grand. Can I. Yeah, I don't, I don't usually go that route.

[Interviewer Chris]

Right. But do you typically have a dealer fee baked in there just in case?

[Zach Reynolds]

Yes.

[Interviewer Chris]

Yeah, got it.

[Zach Reynolds]

Yeah. All of our pricing has that implemented in it.

[Interviewer Chris]

Yeah. Very, very smart. So. So I mean, you're getting something most of the time or flipping. You're flipping about 50%.

[Zach Reynolds]

I'd say 50. I would have to look at the numbers, try to flip at least one call a day.

[Interviewer Chris]

One out of one out of three, one out of four and on a flip. What's the close rate on that with me And Jimmy?

[Zach Reynolds]

Probably 75, 85 maybe. Yeah. Jimmy is the reason we work so well together is because a, he taught me, so I modeled myself after him. But he's also very kind, very cordial, very well spoken, very informative, not salesy. Not. I'm here to beat you over the head. Right. Very indifferent on how things are or the outcome. The dude has forgotten more about H vac and probably most people will learn. So the way he's able to present his options, very, very, very rarely are we getting a kind of builder grade or base model system. It's usually high efficiency.

[Interviewer Chris]

So interesting question about Jimmy for the people that are watching. So you're driving a van. Is he coming up in a van? Is he coming up in a company car? What?

[Zach Reynolds]

He has a Chevy Colorado.

[Interviewer Chris]

Okay.

[Zach Reynolds]

Little four cylinder. Yeah, Chevy Colorado.

[Interviewer Chris]

So looks, looks a little bit different. He's more of the, the manager type. Right. Coming in, the authority. Like, oh man. Yeah. Project manager. Is that what you guys call Exactly?

[Zach Reynolds]

Yeah, got it. Yeah. I'm not going to be. Let me get my sales guy out here. You know, they're like immediate red flag.

[Interviewer Chris]

Yeah.

[Zach Reynolds]

But I can say that with a straight face because Jimmy isn't like, yes, he is in. I mean, here we go with technicalities. But yes, he's technically a sales Guy, but he's not.

[Interviewer Chris]

Right. And is he you? Does he have other techs that he's servicing as well as. Or just you?

[Zach Reynolds]

There's me, Doug and Adrian and another guy named Gasper that are on our team.

[Interviewer Chris]

So how does he. From a logistic standpoint, if he's following you around or whatnot, someone else has a. As a job at the same time. How do you guys manage that?

[Zach Reynolds]

Depending on looking at the calls on the board in the morning, which calls are opportunity calls or more likely to be an opportunity call. If, say, me and Adrian have equal opportunity calls, then he'll stage up somewhere in the middle and it's first come, first serve.

[Interviewer Chris]

Right.

[Zach Reynolds]

We have other sales guys at the company that two other teams that, if need be, can swing in and come in service.

[Interviewer Chris]

Got it. Got it. Cool. I think, you know, for somebody that's watching this for the first time, considering getting into trades, considering being attacker sales tech or, you know, involved in H Vac, like, what you've shared is, like, extremely valuable. So you shared what not to do. What would you say is the most important thing while being a. That led to you doing 4.1 million last year?

[Zach Reynolds]

Trusting God? I don't know how many times I was on a call and I'm sitting there on the catwalk in the attic or looking at the condenser and, you know, there's a lot going on, and I'm like, God, just give me the right words to say, and I'll come in there and I'll say some stuff. And I'm like, wow, that was definitely not me that said that for me. And everyone I work with knows this, like, it begins and ends with God. For me, I love that all of my success is only because of him. It is nothing I've done. I show up. And I don't really do that the best half the time, you know, but I love that.

[Interviewer Chris]

I'm. I'm a firm believer that God is involved in every fabric of our lives, whether it's our physical, economic, or. Or a spiritual side.

[Zach Reynolds]

Right.

[Interviewer Chris]

Like, he wants us to win across the board. And it is interesting, right, like, what you're talking about, that, like, revelation can really come to you. And you're like, whoa, those words weren't mine. You know, like, even. Whether it's. Whether it's sales, whether it's communicating with your spouse or whatnot.

[Zach Reynolds]

And so, yeah, every facet of your life, he just wants a relationship with you. So think of it like this. Like, if you have kids, you have kids. How much you love your children. I'm a flawed human being. I'm far from perfect. God is perfect and God is everything. Or God is nothing, because by definition, God must be everything. So if I love my daughters as much as I do and I'm a flawed human being, how much does he love me and want to see me succeed and be happy? But there's a trade off there. He wants a relationship with you. He wants you to not be ashamed of him. He wants you to be honest and he wants you to work hard. God works six days a week. You know, he built everything in six days and he rested on the seventh. So if he doesn't want you to be lazy, don't let your hands be slack. You know, Proverbs talks about that a lot. So you can ask God for a ditch, and when he gives you a shovel, you can't get mad. Yeah, you got to dig the ditch.

[Interviewer Chris]

So appreciate you sharing your faith. So important to me. And thanks for just sharing all your incredible knowledge. Thanks for coming, Zachary.