Sales Excellence Series • Session 02
Win Bigger Jobs Using the Laws of Influence & Persuasion
What If You Could Use 7 Proven Psychological Principles to Close Larger Projects — at Premium Prices — Without Feeling Pushy or Salesy?
Sales Excellence Series • Session 02
What If You Could Use 7 Proven Psychological Principles to Close Larger Projects — at Premium Prices — Without Feeling Pushy or Salesy?
Your Guide
Chief Growth Officer
Gene has been exactly where you are. He built a geotechnical contracting business from zero to over $5M in revenue in under 4 years — personally selling more than $4M of that at strong margins. Before that, he held executive sales roles at Gateway Computers and served as EVP of Global Sales for Tony Robbins.
In this session, Gene draws on over two decades of persuasion science and field-tested sales strategy to break down the 7 laws that drive buying decisions — and shows you how to apply them naturally during every site visit and estimate.
What Changes for You
Each of these puts a proven persuasion principle into your hands — ready to use on your next site visit, estimate, or follow-up call.
You'll learn the Law of Likability — the specific behaviors that make homeowners feel connected to you within the first five minutes, so they see you as a trusted advisor instead of another salesperson.
You'll apply the Laws of Scarcity and Urgency to help homeowners understand why acting now protects their investment — without ever feeling pushy or aggressive.
You'll harness the Law of Conformity — showing prospects that homeowners just like them have already chosen you — so they feel confident rather than uncertain about moving forward.
You'll use Future Pacing and Certainty to paint a vivid picture of the outcome — so homeowners aren't buying a repair, they're buying peace of mind, property value, and a problem that's gone for good.
You'll structure your conversations so homeowners make small commitments early — then naturally follow through with the bigger decision. No hard closes, no awkward moments, just a logical next step.
Inside the Session
Session Walkthrough
From the psychology behind every “yes” to field-tested frameworks you can use this week — plus live Q&A with contractors asking the same questions you have.
Gene opens with the 5 challenges every contractor faces — from inconsistent lead flow to competing on price — and explains why mastering influence is the fastest lever to pull for bigger jobs and better margins.
You'll get the CANI framework — Constant And Never-ending Improvement — and learn why the contractors who grow fastest aren't the hardest workers, but the ones who recognize patterns in their pipeline before the numbers show up.
CEB Research proves 53% of a homeowner's buying decision comes from the sales experience you create — not your product, price, or brand. You'll understand the Iron Triangle (Speed, Value, Trust) and why only 9% of buyers actually decide on price alone.
Likability isn't about being charming — it's about rapport, mirroring, and showing genuine interest in the homeowner's situation. Then you'll learn to create authentic urgency by helping prospects understand what waiting actually costs them.
Conformity means showing homeowners that people just like them have already made this decision. Future Pacing means helping them visualize life after the repair — the dry basement, the stable foundation, the peace of mind. Both remove hesitation.
Certainty is about eliminating risk — warranties, guarantees, and proof that your solution works. Contrast means presenting options so the premium choice looks like the obvious decision. Together, they make your highest-value proposal feel like the safest bet.
When someone makes a small commitment, they naturally want to stay consistent with it. You'll learn to structure your site visits so homeowners agree to small, logical steps — and the final decision becomes the obvious next move, not a hard close.
Everything distilled into a clear action plan. Plus live Q&A where contractors asked about applying persuasion principles to investors, pre-construction stabilization results, and breaking into emerging markets — with answers you can use immediately.
Ready to Go Deeper?
Fill out the short form below to unlock the full 71-minute recording. Rewatch the 7 laws breakdown, take notes at your own pace, and start applying these persuasion frameworks to your next site visit.
Takes 30 seconds — then you're in.
The recording will unlock after you submit the form above.
Form submitted! Your recording is now unlocked below.
