How To Close Every Call For Home Services: Brigham Dickinson

May 12, 2025

Customer service isn't just about solving problems; it's about connecting with people emotionally and reassuring them they've come to the right place. Recently, I had an amazing conversation with Brigham Dickinson, founder of Power Selling Pros, on my podcast, Local Marketing Secrets. Brigham shared powerful insights into customer service that can transform any business in the home services industry.

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Understanding True Customer Service

Brigham started by describing customer service with a compelling real-world example from his recent training at Woodfin, a large heating and cooling company in Richmond, Virginia. Woodfin stands out because everyone from technicians to management is deeply engaged and emotionally invested in their roles.

At the heart of exceptional customer service, according to Brigham, is meeting customers where they are emotionally. Customers often call when they're frustrated or anxious. Your first job is to listen, show genuine care, and reassure them:

Listen: Let customers fully explain their situation without interruption.
Care: Show empathy and acknowledge their frustrations. If a customer says "this sucks," respond authentically, "Yeah, that really does suck."
Reassure: Affirm they've contacted the right company to solve their problem.

This emotional connection sets the foundation for customer loyalty, even when logistical hiccups, such as higher prices or delayed appointments, occur. Brigham compared this to Chick-fil-A’s superior customer experience, where customers happily wait longer and pay more because they feel valued.

The Pattern for Excellence Framework

One of Brigham’s key contributions to the industry is the "Pattern for Excellence," an eight-principle framework designed to consistently deliver excellent customer interactions:

Positivity attracts people: A positive attitude makes you approachable and trustworthy.
Preparation inspires confidence: Being well-prepared increases your own confidence, enabling more effective communication.
Understanding invites connection: Show customers you genuinely understand their issue.
Empathy validates worth: Acknowledge customers' emotions, validating their feelings.
Assurance builds trust: Constantly reassure customers they've chosen the right company.
Asking encourages action: Guide customers to the next steps clearly and proactively.
Value creates commitment: Offer experiences, not just services, creating memorable interactions.
Gratitude reinforces unity: Thank customers sincerely, reinforcing their decision to trust you.

This framework not only applies to business interactions but also enriches personal relationships, influencing interactions with family and peers positively.

Practical Customer Call Strategies

Brigham shared actionable strategies to turn calls into loyal customers:

Initial Call Response: Begin by focusing on emotional connection, not transactional details. Avoid negative language like "unfortunately" or "we can’t."
Price Objections: When customers ask for prices upfront, redirect the conversation to gather more information, empathize, and offer personalized, accurate quotes upon visiting their location.
Persistent Objections: Clarify and address underlying concerns proactively, positioning your company’s visit as essential and beneficial, ultimately reinforcing the value you provide.

The Power of Storytelling

Brigham emphasized storytelling's critical role in effective communication and customer engagement. People remember stories, not isolated facts. He shared personal examples, from his son’s wrestling setbacks to chaotic experiences arriving at speaking events, illustrating how overcoming challenges resonate deeply with listeners. Incorporating storytelling in customer interactions and marketing materials profoundly impacts customer retention and trust.

Lessons from Faith

Interestingly, Brigham connected customer service excellence with principles found in the Bible, highlighting Jesus Christ as the greatest influencer and communicator. He spoke about the power of empathy, resilience, and selfless leadership drawn from spiritual teachings. These timeless lessons profoundly shape his approach to business and relationships, reinforcing a compassionate, principled approach to sales and customer service.

Takeaway: Be Genuine, Be Present

The ultimate message from my conversation with Brigham Dickinson is clear: successful customer service is rooted in authenticity, emotional intelligence, and genuine care. Master these elements, and you’ll build lasting relationships with customers who trust and prefer your services, regardless of price or competition.

Want to dive deeper into enhancing your customer interactions? Connect with Brigham Dickinson at PowerSellingPros.com and explore his impactful training programs that have transformed thousands of businesses.

P.S. Watch the full episode here: