The Site Shed | Systems, Strategy and Growth for Tradies and Contractors
The Site Shed is a global podcast for tradies and contractors who want clearer systems, stronger strategy, and steadier business growth. Each episode is designed to educate and inform around the topics that matter most in running and scaling a modern trade business.
Hosted by former plumber and digital agency owner Matt Jones, the podcast dives into real-world conversations on marketing, operations, apprenticeships, technology, hiring, leadership, finance, and more, all tailored to the trades and construction industry.
You’ll hear practical insights, honest lessons, and expert perspectives from across the globe.
Whether you work as a tradie, contractor, builder, electrician, landscaper, or run any service-based business, you’ll find ideas and experiences you can put into action straight away.
If you're ready to work smarter, not harder, The Site Shed gives you the tools, frameworks, and viewpoints to help your business move forward with confidence.
The Site Shed | Systems, Strategy and Growth for Tradies and Contractors
Your Customers Don't Want a Sales Pitch (Give Them a Diagnosis Instead) | ft. Chris Fresh | Ep. 511
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Most plumbing businesses are losing jobs before the technician even picks up a wrench — because they're selling when they should be diagnosing. Matt Jones sits down with Chris Fresh from The Plumbing Sales Coach to break down why the traditional hard sell is costing trade businesses revenue, reputation, and repeat customers. Chris spent seven years inside a plumbing operation — first as a customer who hated the experience, then as the person who rebuilt it from the inside. Now he coaches hundreds of plumbing companies across the US, Canada, Australia, and the UK on a service-first approach that's turned $238 average tickets into $1,400-plus.
This episode unpacks Chris's four-step diagnosing framework (symptom, cause, connections, and what else works just like it) and the three-option system that's pushing some of his clients past 96% close rates without a single pressure tactic. You'll hear why every call should trace from the fixture to the main, how to present repair-replace-upgrade options that let the customer decide, and why call-out fees become irrelevant when your conversion rate is high enough. If you've ever wondered how to increase your average ticket without feeling like a used car salesman, this one's worth your time.
🎬 Watch the full episode on YouTube: https://youtu.be/-Yky8V4j4iw
KEY CHAPTERS
00:00 - Introduction
01:54 - Meet Chris Fresh
02:37 - Looking for Problems Is Your Obligation
07:31 - Maximising Customer Lifetime Value
09:23 - Unreasonable Hospitality in Plumbing
12:22 - The Four-Step Diagnosing Framework
14:25 - Natural Progression vs Checklists
16:40 - Photo-Based Diagnosing Process
19:16 - Increasing Average Ticket Size
21:26 - Spend More to Win the Customer
23:49 - The Seventy Thousand Dollar Lifetime Value
25:24 - When Customer Retention Falls Away
29:04 - Lessons from Car Dealerships
34:18 - The Call-Out Fee Debate
35:34 - Fixing Conversions With the Three-Option System
41:31 - Memberships That Actually Work
45:04 - Closing Remarks and Resources
About the Guest: Chris Fresh
Chris Fresh is the founder and CEO of The Plumbing Sales Coach, based in Indianapolis, Indiana. A former carpenter turned home service operator, he spent seven years running and rebuilding a plumbing business before launching a coaching programme that now works with hundreds of plumbing companies across the US, Canada, Australia, and the UK. His approach centres on diagnosing over selling and giving customers the information they need to make their own decisions.
Website: https://www.theplumbingsalescoach.com/
LinkedIn: https://www.linkedin.com/in/christopher-fresh-2a375076/
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