Building Strong Customer Relationships: Part 1

Why do the “right” words to a customer sometimes fail to produce results? 

Techs often start with a concept, a maintenance agreement or a diagnosis that can often fall on deaf ears. The outcome-focused nature of sales can lead to rigid interactions and stop technicians from following their instincts that creates that magic piece of the sales puzzle—a human connection.

In this week’s episode, Russ Horrocks unpacks how to move beyond scripts and communicate to build trust. It’s about listening with purpose, showing up with intention, and allowing your technicians to guide a genuine conversation. When technicians lead with authenticity and passion, customers don’t just hear a diagnosis - they believe it.

All that and more on the latest episode of Cracking the Code! Streaming now, free for everyone, through June 12: MyContractorUniversity.com/CBS-Show.