We then ask the technicians, “How many of you know enough about all of the services and products that your company offers to have a high-level conversation with your customers about what you do?” Several, if not all of the technicians typically will indicate that they are not aware of all of the products or services offered. We then ask, “If you were more aware and were able to carry on that high-level conversation to explore if the customer could benefit from the product or service, do you think that you would be of more value to that customer?” The answer is invariably “Yes!” “So what are you prepared to do about it?” is our challenge.