In this week’s episode of The CEO Warrior Podcast, Mike Agugliaro interviews Brigham Dickinson, who is the President and Founder of Power Selling Pros, which is a leading coaching and training program dedicated to teaching call-handling teams to wow more customers. During this episode, Mike and Brigham discuss how to handle calls from the greeting to the closing.

Main Questions Asked:

  • What is broken in the service world when it comes to answering phones?
  • What loss have you seen due to lack of reporting?
  • What does it mean to be positive?
  • Why is there such as issue of empathy?

Key Lessons Learned:

Customer Service Representatives (CSRs)

  • CSRs look at their job as a set of tasks they need to complete, and have a transaction mindset.
  • CSRs need to create a connection with the customer, as opposed to a transaction.

Recording Calls & Tracking

  • If a call center doesn’t have reporting or record their calls, they have no idea what they are missing.
  • If you aren’t recording calls, then you are missing opportunities.
  • By increasing call conversion, even if its one additional call per day, you could be looking at an extra $125K per year (over 250 working days on a $500 booking).


  • Once you uncover the problems, you need to train your CSRs.
  • A lot of companies focus on applications rather than experience.
  • The goal is to teach the CSR about the ‘what’ and the ‘why’ of what they are doing, not just handing them a script or sell system.

The WOW Experience

  • In a WOW experience, the giver freely provides a service that the receiver didn’t expect. The byproducts are:
    o More booked calls.
    o More revenue.
    o Happier CSRs.
    o Stronger culture in the office.
    o Seeing the end goal and purpose.

8 Principles for a WOW Experience

1. Positive

  • This is about energy and teaching the CSRs to be proactive in the energy they are giving out.
  • If the CSR isn’t trained, they will have a tendency to be reactive.
  • Give energy and don’t take it.
  • Take 15 minutes a day to actively work on your positive attitude.

2. Confidence

  • A CSR that is well-practiced, which requires preparation and listening to their phone calls on a regular basis.
  • CSRs shouldn’t be intimidated by whoever calls in, and should be ready to play every time the phone rings.

3. Listen

  • Show the customer that you are listening.
  • The goal is not to just transact but to connect.
  • By listening to the customer, you learn things about them in order to connect.
  • When customers have the opportunity to express themselves, they feel like you understand.
  • People wont believe you can help them if you don’t show them that you’re listening.
  • Show you are listening by how you interact such as using tone, rephrasing, reflecting, and asking additional questions

4. Care

  • Empathize, don’t just listen and validate the customer’s worth.
  • Customers share details because they want you to care.
  • Empathy with younger generations is disappearing with the increase in transactional interaction.
  • Showing you care is not as easy as saying ‘sorry.’

5. Say ‘Yes’

  • We have a tendency to say no, can’t, don’t, no way, and unfortunately.
  • Focus on what you can do and not what you can’t do.

6. Ask ‘When’

  • Ask for the appointment.

7. Build Value

  • Give people what they want, not just what they ordered.
  • It’s not about selling but rather about great customer service.

8. Be Grateful

  • When you are grateful, you say thank you and you made a difference
  • When people feel they made a difference, they feel important.
  • When people feel important, they become loyal.
  • Loyal customers are difficult to come by.
  • You spend a lot of money to make the phone ring.

Final Advice

  • You’d be surprised how little you have to spend to book that opportunity.


Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!


Links to Resources Mentioned

Power Selling Pros
Phone: 801-253-1004

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What are the 8 Principles for a WOW customer service experience? Find out w/ @PSPWoW @CEOwarrior

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P.S.S. – Jim felt it was time to get off the fence and learn something new. Fast Track Academy testimonial.