Ryan Lucia, founder of Markinuity and host of the “Torsion Talk” podcast, is known for telling it like it is. In this episode recap, he shares what’s working—from peer groups and radio ads to one of the most underrated sales tools in the garage door business: active listening.
If you’re running a garage door company and looking to improve sales performance without gimmicks, these insights will land.
Why Ryan Still Shows Up
Even when it’s tough to stay consistent, Ryan keeps putting out content. Not because it’s easy—but because it matters. Behind every podcast episode, community event, or sales training is a business owner trying to get better.
Investing in Community: GDU
Ryan emphasized the value of the peer group they run, known as GDU. It’s a space where owners collaborate, problem‑solve, and push each other to grow—capped at 50 members and known for near zero churn.
His take: investing in improvement—whether training or community—should be a no‑brainer if you’re serious about growth.
From Radio Spots to Real ROI
Aaron Overhead Doors recently launched radio ads, with two sales in the first week—well ahead of expectations. The campaign paired Ryan’s voice with a local radio host and delivered what he called “magic.” It’s another example of experimenting with new channels while staying grounded in relationship‑driven marketing.
The Sales Skill Most Techs Miss: Active Listening
At the heart of this episode is Ryan’s breakdown of active listening—not just as a soft skill, but a proven way to shorten sales cycles, close more jobs, and build trust with homeowners.
Step 1: Preparation Happens in the Driveway
Before stepping out of the van, take a moment. Put the phone away. Clear your mind. Get ready to focus on the person, not just the problem.
Step 2: Engage Like a Human
Maintain eye contact. Nod when it makes sense. Show you’re paying attention—without faking it.
Step 3: Reflect and Paraphrase
If a customer says their door is “screaming,” acknowledge it and ask clarifying questions. Get specific. Ask where the noise is coming from and what they’ve noticed.
Step 4: Ask the Right Questions
Avoid yes/no answers. Use open‑ended questions that get the homeowner talking about concerns, routines, or recent changes.
Step 5: Validate, Then Present
When it’s time to present solutions, Ryan emphasizes aligning your recommendations with what the customer said earlier. If they brought up noise multiple times, your quote should reflect that. If budget came up, show you listened—by offering options, not just the top‑tier upgrade.
Why This Process Works
Techs often rush straight to the hardware. Ryan calls it “making love to the door”—an inside joke for how quickly we start diagnosing before understanding.
The fix? Slow down. Acknowledge what the customer told the office. Avoid repeating questions they already answered. Build rapport by being present.
Pricing Packages that Match the Customer’s Words
Ryan recommends offering tiered options:
- A premium “quiet performance” package
- A mid‑tier upgrade
- A basic fix
Then ask: “Which fits your budget best?” — especially if price concerns surfaced earlier. This approach balances professionalism with empathy and removes pressure from the sale.
Takeaway: It’s Not About Scripts. It’s About Awareness.
What makes Ryan Lucia’s sales process so effective isn’t just structure—it’s how tuned‑in it is to what the customer actually needs.
If you’re selling solutions that don’t connect to what the customer said, they’ll feel it. When you tie recommendations directly to their concerns? You win trust—and the job.
Learn More & Take Action
If you’re ready to build a sales team that listens better, closes more, and represents your brand the right way, check out Markinuity’s core resources:
- Explore our “What We Believe” page to learn about our values and how this approach drives everything we do.
- Dive into our Solutions page to see how we support home‑service companies with SEO, consulting, web design and more.
- See proof of results on our “Our Results” page where clients share their growth stories
