Transcript
Speaker: Welcome to the Solarpreneur Podcast where we teach you to take your solar business to the next level.
Speaker: My name is Taylor Armstrong.
Speaker: I went from $50 in my bank account and struggling for groceries to closing 150 deals in a year and cracking the code on why sales reps fell.
Speaker: I teach you to avoid the mistakes I made and bring in the top solar dogs of the industry to let you in on the secrets of generating more leads, falling up like a pro and closing more deals.
Speaker: What is a Solarpreneur you might ask?
Speaker: A Solarpreneur is a new breed of Solar Pro that is willing to do whatever it takes to achieve mastery and you are about to become one.
Speaker: Hey, what's going on, solar printers?
Speaker: Taylor Armstrong here.
Speaker: We are back with another episode.
Speaker: Today, we're going to be breaking down one of the greatest door knockers in the world, Taylor McCarthy.
Speaker: We're going to break down one of his videos.
Speaker: He has a YouTube channel, got some great content on there.
Speaker: We're going to take a look at one of his videos, do a little analysis, figure out, hey, does this guy make mistakes too?
Speaker: Could he have done some things better?
Speaker: And obviously learn a lot while we're at it.
Speaker: So welcome to the podcast.
Speaker: If you're new, my name is Taylor Armstrong.
Speaker: We're here to help you close more deals, generate more leads and referrals, and have a much better time in the solar industry.
Speaker: Hope you're doing awesome.
Speaker: Hope you're enjoying the summer.
Speaker: or whenever you're listening to this, the time of this recording, we are wrapping up the summer months, having a great end of the summer and selling lots of accounts.
Speaker: Hope you're doing the same.
Speaker: And if you are looking for a solar opportunity, I'm always looking for guys in San Diego.
Speaker: So if you want to be part of the top solar killer team in the country, hit me up.
Speaker: We are hiring.
Speaker: We may or may not be a fit.
Speaker: So hit me up and we'll see if we have any positions available.
Speaker: We only accept the greatest.
Speaker: But all that aside, I hope you're pushing for the summer and crushing a lot of deals.
Speaker: Let's jump into the content.
Speaker: And if you have not already, I would love if you would leave a review or share the podcast.
Speaker: I listen to a lot of Andy Frisella on his podcast.
Speaker: He calls it the fee that he doesn't charge for it, but everyone has to leave a review and share the podcast.
Speaker: So maybe I should start up the fee with the Solarpreneur podcast.
Speaker: But for now, I'm just going to ask nicely.
Speaker: Please go leave us a review if you have not already.
Speaker: on Apple, Spotify, wherever you listen to it.
Speaker: Okay.
Speaker: And we're going to get into this.
Speaker: Like I said, this is Taylor McCarthy.
Speaker: You should probably know about Taylor McCarthy by now.
Speaker: He's been on the podcast and we will link to his episode, but he has one of the most downloaded episodes that we have ever put out over here on the podcast.
Speaker: It's been probably, I don't know, a year, year and a half now.
Speaker: So been a little bit of time, but we still get so many downloads from it.
Speaker: And I think the reason is because he gives real life actionable lines.
Speaker: He tells you exactly what he says out there.
Speaker: And I've noticed people love it when you give, you know, lines and things you can go and apply right away like that.
Speaker: So go check it out.
Speaker: We'll link to it here in the show notes, but you can also subscribe to his YouTube channel, Taylor McCarthy, good friend of mine.
Speaker: He puts out some great content over on YouTube, live footage, very entertaining.
Speaker: You can get great lines from it, one-liners.
Speaker: You can see what he's doing out there.
Speaker: So he's definitely makes some of the best content for solar out there.
Speaker: And I consider him a good friend of mine.
Speaker: So shout out to Taylor McCarthy.
Speaker: Hey, but we're going to stop fanboying on this guy and we're going to see, does he actually make mistakes out there?
Speaker: So I'm pulling up a video that he recently put out.
Speaker: It's called how to make a million dollars plus a year in sales.
Speaker: And spoiler alert, it has nothing to do with making a million dollars plus in sales.
Speaker: Okay, it's just a, it's a recording of him doing his presentation at the door, but it is really good content still.
Speaker: So don't let the misleading title steer you away from watching this video because I think it is actually great content.
Speaker: But we're going to listen to what he says at the door.
Speaker: We're going to be breaking it down.
Speaker: This is a little bit longer video, so I think we're going to do two parts of this, but you can always go watch it yourself.
Speaker: I'm just going to give my take.
Speaker: And I have been in Taylor's programs in Noxstar.
Speaker: So I think I have a little bit of perspective as to why he says some of the things he does, why he phrases things a certain way.
Speaker: So we're going to get a little bit into that behind the scenes.
Speaker: And I'll give you my take on why he does some of the things in a certain way.
Speaker: So let's get into it.
Speaker: No, we have a sign down there.
Speaker: No solicitor.
Speaker: Oh, I'm not a solicitor.
Speaker: I'm not with sales.
Speaker: This is correct.
Speaker: So I'm not here to sell you anything.
Speaker: I know it's a heartbreaker.
Speaker: I'm supposed to let everybody know about the fine that was just issued.
Speaker: Right off the bat, great question.
Speaker: rebuttal for them saying, this is a no soliciting home.
Speaker: I love the line where he says, hey, I know it's a heartbreaker.
Speaker: Not here to sell you anything.
Speaker: And this is good.
Speaker: As you'll listen to in his presentation, which by the way, always call presentation.
Speaker: That's one thing Taylor McCarthy preaches over and over.
Speaker: You don't call anything a pitch except for when you're talking about baseball.
Speaker: It's a presentation on the doors.
Speaker: Okay, so you heard it here.
Speaker: But in his presentation,
Speaker: You'll hear that he is presenting on, I think, a lease or a PPA, Power Purchase Agreement, in Texas.
Speaker: So he's right.
Speaker: He's not technically selling solar, right?
Speaker: It's a new program where they can get on solar, get their power, but he's not selling panels.
Speaker: So you don't want to mislead people, but technically he's not selling the panels, right?
Speaker: Nothing to do with sales.
Speaker: You were here yesterday.
Speaker: No, I wasn't.
Speaker: This is my first day here, so...
Speaker: Definitely wasn't me, I promise.
Speaker: Maybe I have a twin, but no, I wasn't here.
Speaker: No, we were introduced to the same thing you're doing right now.
Speaker: Exactly.
Speaker: Okay, did you guys get the negative electric bill?
Speaker: No, we didn't get that.
Speaker: We get everything by each.
Speaker: So what were you approached about?
Speaker: Because what I'm doing is completely different.
Speaker: Well, I don't know what they were doing.
Speaker: Before I wound up, we were doing it with the roof.
Speaker: Nothing to do with your roof.
Speaker: We just didn't want anything.
Speaker: Strictly informational.
Speaker: It is going to affect you, unfortunately.
Speaker: And you guys just want to make sure you were paid properly.
Speaker: Oh, yeah.
Speaker: No, what I'm trying to explain to you, you're getting a little ahead of yourself, is the utility company just got fined $1.7 million.
Speaker: Okay, so great job.
Speaker: He does here, he redirects the conversation.
Speaker: This guy is trying to say someone came by here.
Speaker: And what's cool about this is he knows how to steer the conversation where he wants it to go.
Speaker: A lot of people are knocking in saturated areas, myself included, San Diego, Texas.
Speaker: These are places that get knocked a lot.
Speaker: And sometimes you'll go to a door, they will say this, hey, someone came by saying exactly the same thing.
Speaker: We told them not interested.
Speaker: So what does Taylor do?
Speaker: He doesn't panic.
Speaker: He stays calm.
Speaker: He says, this is completely different.
Speaker: And he starts taking over the conversation.
Speaker: The person asking the questions is in control.
Speaker: Taylor asks the questions.
Speaker: He gets the guy stumbling and gets him realizing that it is different what he's talking about and then moves on in his presentation, which you'll see now.
Speaker: He's doing a great job at presenting a problem.
Speaker: People will not do anything unless they realize there's a problem.
Speaker: So Taylor goes directly into, hey,
Speaker: There's a huge spending.
Speaker: There's a lot of spending going on right now.
Speaker: Here's how to fix you.
Speaker: So we'll see what he says.
Speaker: Because what happened was the meter was spinning without you consuming power.
Speaker: So whether you have Reliant TXU, it doesn't make a difference to me.
Speaker: But all I'm showing you is that these families are now, everyone got their bill 15 days ago.
Speaker: So what I'm trying to explain to you, like, I know I have empathy for you because you probably have 20 people knock on your door.
Speaker: And that's, that's like,
Speaker: It puts me into a bad position because all the people that are trying to sell you stuff, but I'm trying to help you here because the,
Speaker: And two things he's doing here.
Speaker: Number one, you can't see this, obviously.
Speaker: You can go watch the video later.
Speaker: But he is holding his slicks.
Speaker: He was backing up what he's saying.
Speaker: So pro tip, if you are not using slicks at the door, you are losing money.
Speaker: You should be holding something that you can show the customer.
Speaker: And the mistake Taylor makes here, I believe it's a mistake.
Speaker: Maybe you'll listen to this.
Speaker: But he is behind a screen door right now.
Speaker: In this video, these two people he's presenting to, they're behind a glass screen door.
Speaker: So he's showing them the slick he has in his hand, but even better, he needs to hold that slick sideways so they can't see and say, this is what it's about.
Speaker: Did you guys get this?
Speaker: Maybe in the mail or see it on the news.
Speaker: And when you hold it sideways, not directly so they can see, it forces them to reach for it, grab it.
Speaker: And then you can get inside the screen door.
Speaker: You can get shoulder to shoulder with them.
Speaker: Way more effective.
Speaker: If you can get on that level where it's shoulder to shoulder, you're having a conversation, you're on more common ground.
Speaker: So Taylor makes mistake.
Speaker: But let's see what he does next.
Speaker: And the second thing he does, he, I guess the guy already brought this up a little bit, but he talks about how he has empathy, how he knows there's a lot of people coming by.
Speaker: This is called Eight Miling, right?
Speaker: If you've read Sam Taggart's book, he talks about Eight Mile, the movie, right?
Speaker: How you bring up their objection before they can.
Speaker: We've done podcasts on it, but
Speaker: much more effective if you can bring up their concerns or whatever objection you think they're going to come to you with before they can bring it up, then a lot easier to tackle.
Speaker: When the drones were above the home, it was not Russia.
Speaker: It was not China.
Speaker: This is your house.
Speaker: So, like, I'm just, like, trying to explain to you why all these families are getting the negative electric statements.
Speaker: Yeah, we're not, we don't get any of that.
Speaker: Okay.
Speaker: So we want to make sure you are compensated and reconciled.
Speaker: Have you noticed the people that have been putting the little windmills behind their homes or, like, the solar panels on the roof?
Speaker: The solar panels, that's been going on for a
Speaker: years yeah so those people did not win the lottery those people did not take money out of their checking account it's just if you flip that page around and i'm sorry i'm not trying to be rude or anything to you guys i'm just trying to let you know what's going on texas is the only state with its own power grid yeah the public utility commission in may just approved 19 billion dollars in upgrades what that means to us
Speaker: is that they are going to make the rates skyrocket over the next four years, which is like a pebble in our shoe.
Speaker: The $150, $200 bill you pay to the utility companies probably on auto pay.
Speaker: It's not a big deal.
Speaker: But when that turns a $400, $500 bill, people don't want to pay that.
Speaker: Now, if the utility company is corrupt and spinning the meter on power we didn't even use, that's why I'm trying to ask whether or not you guys were reconciled.
Speaker: If you want to opt out of the program, that's fine.
Speaker: You guys can just overpay.
Speaker: But the reason that people have been putting the windmills or the solar is
Speaker: because they wanted to produce the power on site.
Speaker: That's the reason the families, like if you use Reliant, for example, okay, so this is the example of what should happen.
Speaker: If you just look at that, that's a Reliant.
Speaker: Okay, so it's been a while.
Speaker: He's doing a great job explaining what the problem is.
Speaker: He's showing them slicks again.
Speaker: And the biggest thing here that I love, you'll hear more of this as we listen deep into the video here, but he is using glamour words, right?
Speaker: When I was learning a lot from Taylor McCarthy, when I was more involved in this program, Knockstars,
Speaker: He would talk about this a lot, glamour words.
Speaker: These are words that are not commonly used, but have just like a sharp meaning to people.
Speaker: So some examples of that, he's using reconcile.
Speaker: Like people don't use that every day.
Speaker: When you hear reconcile, did they reconcile with you?
Speaker: That's like, whoa, you don't hear that every day.
Speaker: He's using lots of comparisons.
Speaker: He's talking about the rate increases like a pebble in your shoe that eventually becomes a shard of glass.
Speaker: Like...
Speaker: How crazy is that imagery when you use it, right?
Speaker: So he's comparing it to everyday things.
Speaker: He's using these glamour words and something that I think about is kinda like bridges.
Speaker: This is another guy I follow, Russell Brunson, who is the ClickFunnels guy.
Speaker: He is big on this, using kinda like bridges.
Speaker: Whenever you make a point, in order for the customer to understand it on a better level, you use a kinda like bridge so they can relate it to something they know.
Speaker: An example would be, hey, what we're doing is
Speaker: It's kind of like if you could go back 10 years ago and lock in the gas prices, what they were back then, would you have done that?
Speaker: Yeah.
Speaker: So what solar is, it's kind of like that.
Speaker: We're just giving you something that's less and that's going to lock you in at a set rate, exactly like what you would do if you could.
Speaker: And then they understand it better.
Speaker: So think of that when you are in homes, when you are at the doors, what type of kind of like bridge can you throw in as you're explaining to customers?
Speaker: Okay, but this is great stuff what he's doing.
Speaker: And my apologies, you know, the upper management makes me train all these guys.
Speaker: That's why it's not normal that you see four or five people come into your house.
Speaker: But ultimately I'm here because I can help you.
Speaker: If it's something where you're like, Taylor, we don't want your help.
Speaker: Thank you for at least treating me like a human being.
Speaker: And what's happening right now, and I'm from Boston, Massachusetts.
Speaker: I actually, me and my wife live in Florida and these companies have me come, I travel all over the United States.
Speaker: Right now, the reason you pay so much is because of the infrastructure.
Speaker: You're not paying 200 bucks a month on your bill.
Speaker: It's all the fees and surcharges that keep adding up.
Speaker: So what I'm proposing is something completely different.
Speaker: I'm proposing an idea before these companies say we want to sell you this or we want to sell you that, that we would produce all your power on site and you would have a negative electric bill.
Speaker: It's just people want to be more economical on their bills.
Speaker: Have you guys lived here for a pretty long time?
Speaker: 30 years.
Speaker: So have you noticed the electric bills have continued to gone up on you?
Speaker: It's just inflation.
Speaker: The biggest issue.
Speaker: Yeah.
Speaker: The biggest.
Speaker: Yeah.
Speaker: House prices go up.
Speaker: Everything.
Speaker: You know, the biggest issue is.
Speaker: If we have to pay $19 billion to upgrade this infrastructure, that means we have to pay all of that.
Speaker: And what I'm trying to avoid is that pebble in your shoe that will turn into a glass shard.
Speaker: I already put together the report for the home.
Speaker: You know, if you want to see it, I'll show it to you.
Speaker: If you don't want to see it, then...
Speaker: you know, I'll rip it up.
Speaker: But what I'm trying to explain to you is this is not a sales process where I'm going to ask you to buy something.
Speaker: You're already paying for it.
Speaker: It's just whether or not you want to pay more or whether you want to pay less.
Speaker: If you want control, predictability, you know, everyone's been super friendly to me out here, but I also have empathy for you guys because you probably have been approached a hundred times.
Speaker: Yeah.
Speaker: And I don't blame you.
Speaker: I'm a consumer.
Speaker: So great line right here.
Speaker: Everyone's been super friendly out here.
Speaker: So how does that make people feel if you say, hey, everyone's been super friendly out here and then they're the biggest jerks in the neighborhood?
Speaker: Probably not going to do that to you, right?
Speaker: If everyone's been super friendly, then they're like, OK, I guess I better be nice to this kid.
Speaker: Apparently everyone in the neighborhood loves him.
Speaker: Great line he has right there.
Speaker: But he's keeping it flowing.
Speaker: Something that I think he could have done even more here is lean in to what they've seen.
Speaker: He asked them if they've seen their bill go up.
Speaker: The guy's like, yeah, we've seen it go up.
Speaker: Lean into that pain.
Speaker: You've got them admitting that they've seen their bill increase.
Speaker: Figure out how much has it gone up on you guys.
Speaker: We've gotten a lot of complaints out here.
Speaker: How much have you guys seen it go up?
Speaker: How's that affected you?
Speaker: Oh, wow.
Speaker: You've seen it like double.
Speaker: How's that make you feel?
Speaker: Okay.
Speaker: Get some emotion involved, right?
Speaker: So I think Taylor could have maybe leaned in, asked a few more questions, got a little bit deeper into that pain.
Speaker: He's building a massive problem, which is great.
Speaker: But I think maybe a few more questions here, leaning into that pain a little bit could have been even more effective in my opinion.
Speaker: But let's see what he does next.
Speaker: myself so whenever I put myself in this sort of situation you know I want to try to find somebody that I can trust and I can respect but at the same time if I can't help you then I don't even know if I can help you yet all I know is that the imagery came back like I was showing your wife this is the report just so you can see it and this is the report you know what I'm not interrupting I'm telling you I am interrupting you but the thing is
Speaker: Yeah, that's your house.
Speaker: So the unique thing about this location is the whole backside of the house is covered with sun.
Speaker: You guys get obliterated with sun on that.
Speaker: So with a south facing roof, I'm able to actually produce all your power on site.
Speaker: Let's see now where we are.
Speaker: Okay, now you just jump from one thing to the other.
Speaker: Now we're not talking about my electric bill.
Speaker: You're talking about my roof.
Speaker: No, I'm talking about that your roof gets a lot of sunlight.
Speaker: And by producing the power... What is the object of my roof?
Speaker: It's solar panels.
Speaker: But it's not a purchase system.
Speaker: You're not buying the system.
Speaker: I'm proposing that we pay for the system.
Speaker: I've been suckered so many times by this.
Speaker: I don't blame you.
Speaker: The only sucker is the utility company continuing to make you pay because we can both agree that's 100% interest.
Speaker: If you move, the utility company is not giving you any of that money back.
Speaker: So the idea is, let's say the average payment to the electric company is $150, let's just say hypothetically, and I could produce all of your power on site, and your electric bill would be $85 five years from now, and it would produce all your power, that you're able to be more economical on the bill you're never going to cancel.
Speaker: I don't show you this, like, to, I show you this simply because I've been doing this since 2014, and if I didn't think I could help you, like, if I showed it to you, it's not a
Speaker: Okay, two things he does right here that's very important you got to be doing is he asks hypothetical questions, right?
Speaker: Every great salesperson in solar, they are asking powerful hypothetical questions.
Speaker: Okay, you name it, some of the top producers I've had on the show, Taylor McCarthy, Ricardo Ritchie, 400 plus deals in a year.
Speaker: A big part of how they sell, they ask these hypothetical questions, right?
Speaker: Hypothetically, if your bill was this, then would that be a win?
Speaker: Would you do it?
Speaker: Yeah, I don't know exactly what Taylor went into here, but think of good hypothetical questions to use in the house and as you're out presenting on the doorstep.
Speaker: And then you heard an example of a word to avoid.
Speaker: You notice that when he's explaining,
Speaker: the bill is going to be cheaper.
Speaker: He's not saying the bill is going to be cheaper.
Speaker: He's saying more economical.
Speaker: The Taylor McCarthy, this comes from Tom Hopkins, which you can get Tom Hopkins book, but Taylor McCarthy is basically the protege of Tom Hopkins, right?
Speaker: They are tight.
Speaker: They hang out.
Speaker: So a lot of what Taylor McCarthy says, it's coming from Tom Hopkins.
Speaker: He learned it from that guy.
Speaker: And so he gives a list of words you should avoid in sales.
Speaker: So words like cheap, it's more economical.
Speaker: Words like appointments, it's pop by.
Speaker: There's a list of words that sometimes we say that we shouldn't contract.
Speaker: You should say agreement, right?
Speaker: Or forms.
Speaker: You ever say, we're going to sign a contract.
Speaker: You say, hey, we're going to okay the forms.
Speaker: We're starting on the paperwork, right?
Speaker: But you can Google this stuff and read Tom Hopkins' book.
Speaker: But there's a lot of words you should be avoiding.
Speaker: You hear it directly in the way that Taylor's presenting.
Speaker: Long, dry-nup process.
Speaker: It takes me literally five minutes.
Speaker: This is the destination I try to get you to.
Speaker: Yeah.
Speaker: Do you remember me?
Speaker: It's from eight years ago.
Speaker: I am Taylor.
Speaker: See, you knew my name.
Speaker: Eight years for later.
Speaker: What do you think is the reason that you did business with me when I came and knocked on your door?
Speaker: I haven't had a light bill in eight years.
Speaker: I haven't had a light bill in eight years.
Speaker: All I'm saying is I already have the report completed.
Speaker: All I would do is show you two things.
Speaker: One, what your electric bill would be, which would be negative based on the fact you have a southern facing roof.
Speaker: And secondly, is how we could produce the power on site.
Speaker: It's not a sucker thing.
Speaker: I'm not installing... What I thought about was when they introduced this whole program of roof everything to me, oh, you're going to make a big deal.
Speaker: You're going to save energy like you won't believe it.
Speaker: You won't ever pay another bill.
Speaker: But you own it for 20 years.
Speaker: Whether you like it or not, you will be paying...
Speaker: 20 years on this house.
Speaker: You can't sell it.
Speaker: You can't give it away.
Speaker: You own it.
Speaker: Who owns it?
Speaker: Me, but I own it only through the company that put it on.
Speaker: So just because they say I own it, I don't own a lick of it.
Speaker: This, this is the same way that you don't own the meter on the side of the home.
Speaker: So great.
Speaker: Yeah.
Speaker: Great things he's doing here.
Speaker: Um,
Speaker: He's comparing, he's contrasting.
Speaker: What you'll hear him do here in a minute is he's going to go into how they're different.
Speaker: Hey, obviously this guy, he looked into purchasing solar or a loan option a while back.
Speaker: Taylor's going to go and explain how they're doing something completely different.
Speaker: And then before that, you see he or you hear in this case, he pulls out his phone.
Speaker: and he shows them a customer testimonial.
Speaker: These things are super powerful.
Speaker: If you follow me on social media, you see me do these testimonials with customers.
Speaker: But one of the most powerful tools that I have in my arsenal is to pull up these videos of customers you've helped on the program, Go Solar, because they can't argue with that.
Speaker: They can argue with what you say, but if you pull up someone else's perspective, they can't argue with that.
Speaker: They're much more likely to believe.
Speaker: Remember, people believe
Speaker: 50% of what you say, 75% of what their neighbor or another person says, and 100% of what they say themselves.
Speaker: So the way you sell is you tell them from other people's perspective, and you ask good questions for them to convince themselves to do the thing.
Speaker: So we're going to wrap up.
Speaker: This is part one.
Speaker: We will do a second video.
Speaker: This video is like 20 minutes long.
Speaker: So I want to break it into two parts here, but I hope that helps.
Speaker: Whenever you're watching stuff on YouTube, think, why are they doing it this way?
Speaker: Why would they say things this way?
Speaker: You should know the why behind things.
Speaker: But great lines Taylor is using.
Speaker: Even better if you can figure out why he's using it and implement it in your own cells and your own
Speaker: presentations.
Speaker: So I hope that's helpful and I hope it gives you a little behind the scenes of why Taylor does some of the things he does and even some mistakes he made.
Speaker: This guy isn't immortal.
Speaker: Hopefully he doesn't come after me and boot me out of his program or anything for saying that, but hey, got to get attention somehow, right?
Speaker: So hope that helps.
Speaker: We'll see you on part two of the video.
Speaker: Thanks for tuning in.
Speaker: I love you guys.
Speaker: Go sell like crazy this week and I wish you the best of success.
Speaker: Peace out.
Speaker: We'll see you next time.
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