Guest: Jeff Cronin — Founder, Primetime Consulting | Close Like Cronin
Guest Links: Skool: Close Like Cronin | Instagram & Facebook: Jeff Cronin

Homeowners aren't picking your competitor because they like them more. They're picking whoever offered financing.

Jeff Cronin trains plumbing, HVAC, and home service sales teams across the country, and spent years at the top of the board in the field before that. He breaks down the deadly mistakes contractors make with financing, starting with the most common one: not offering it at all (9:54). Tim shares how Owl Roofing lost deals in its first summer to competitors who simply offered payments (10:30). Jeff also explains how to diagnose where revenue leaks between leads and collected money (33:59), and why chasing unicorn salespeople usually backfires (41:37).

You'll learn:

• Why "afford" is the word that kills the deal, and what to say instead
• Why every five digit price should have a three digit payment right next to it
• Why waiting for "I can't afford it" before offering financing is a sales sin
• The 6% dealer fee rule and why long no-interest deals can eat your margin
• How to frame a 15-year loan so it sounds like flexibility, not a prison sentence
• Why one option per page beats dumping all three at once
• How to tell if you have a close rate problem or an average ticket problem
• "Pass the mic": the two words to say when you don't know what to say