Introduction
In the moving business, price objections never stop. Customers compare quotes, chase discounts, and ask, “Why are you more expensive than the company down the street?” But as Derek Ryan, National Sales Director at You Move Me, shared on the Movified Podcast, price is only an issue in the absence of value.
For movers, the answer isn’t more discounts it’s a smarter moving sales process. Derek has spent eight years in sales, booking over 15,000 estimates and $18M+ in moves. His strategies are proven, repeatable, and transferable to any moving company ready to improve conversions, grow average job size, and protect profits.
If you’re a moving company owner, franchisee, or sales leader, this guide walks you through Derek’s exact playbook field-tested tactics you can implement today.
Key Takeaways
What You’ll Learn:
- Be one-for-one: Treat each caller as if they’re the only lead that matters.
- Schedule follow-ups live: Book the callback before hanging up, and always call exactly on time.
- Value over price: Sell trust, scope, and professionalism before touching discounts.
- Field immersion: Train salespeople by putting them on the trucks; they must see what crews experience.
- Standardize estimates: Virtual surveys and rate tiers keep franchises consistent across markets.
- Track the right KPIs: Conversion is good but average job size tells the real story of value.
Table of Contents
- One-for-One: The Mindset That Builds Trust
- Mastering the Follow-Up Framework
- Discovery Scripts That Raise Average Job Size
- Training Sales Teams in Real-World Conditions
- Keeping Sales Consistent Across Multiple Markets
- Surviving Slow Seasons Without Becoming “the Discount Brand”
- KPIs That Matter: Why Average Job Size Beats Conversion
- Case Study: From $4,500 Job to $600,000 Commercial Contract
- Why Choose Movified
- Conclusion & Next Steps
One-for-One: The Mindset That Builds Trust
At the core of Derek’s moving sales process is the mantra be one-for-one. Every phone call deserves full focus. Past calls good or bad shouldn’t cloud the next one.
This mindset works because:
- Customers only care about their move not your last customer.
- Full attention creates rapport, which boosts trust and confidence.
- Sales reps avoid the mental fatigue of carrying baggage from previous calls.
Mastering the Follow-Up Framework
Most moving sales are lost in the follow-up gap. Customers say, “I’ll check with my spouse” or “We’ll decide tomorrow,” and then vanish. Derek’s fix is simple: book the follow-up before hanging up.
The framework looks like this:
- Acknowledge: “I understand—most decisions at my house are two-party too.
- Anticipate: “What do you think your spouse’s biggest question will be?”
- Schedule: “When will you connect—tonight or tomorrow? Great, I’ll call you at 3:00 PM tomorrow.”
- Confirm: Send a text: “Thanks for your time today excited to follow up tomorrow at 3:00.”
Why it works: Customers feel respected, you stay top-of-mind, and your follow-up call actually gets answered.
Discovery Scripts That Raise Average Job Size
If customers only talk about price, you missed your chance to build value. Derek’s team uses discovery questions that connect emotionally before quoting numbers.
Openers that work:
- “So, I hear we’re moving.” (gets a smile every time)
- “How did you hear about us?” (guides your next move: reviews, referrals, ads)
When reviews brought them in:
“What stood out in those reviews?” → tie to five-star processes.
When a friend referred them:
“Glad we delivered for your friend—what would a ‘perfect move’ look like for you?”
Handling budgets without losing value
Derek identifies three customer types:
- Cheapest price
- Budget-conscious
- Done right at any cost
He focuses on the budget-conscious group, offering scope changes before discounts:
- Customer packs boxes
- Pre-stage items in garage
- Flexible date options
Training Sales Teams in Real-World Conditions
Many sales reps sell based on scripts alone never seeing what a truck day looks like. Derek insists reps ride along and see crews in action. Why? Because estimates must reflect average crews on average days.
Key lessons from field immersion:
- Padding and protecting furniture takes real time 150 pieces means 150 wraps.
- Weather matters: 105°F heat or icy stairs changes everything.
- Crews may arrive stressed from delays sales should plan for it.
The result: sales reps quote more accurately, crews trust estimates, and customers feel promises were kept.
Keeping Sales Consistent Across Multiple Markets
Franchises face the challenge of wildly different rates and regulations across states or provinces. Derek standardizes the moving sales process with:
- Virtual estimates for uniform data collection
- A “Green Book” of each market’s rates and service options
- CRM routing by ZIP code to correct pricing tiers
- Cross-training reps to know local quirks (tariffs, packing rules, piano policies)
Consistency keeps franchises aligned while still allowing for market realities.
Surviving Slow Seasons Without Becoming “the Discount Brand”
Winter is slow, but Derek warns against blanket discounting. His strategy: frame discounts as marketing dollars, not price cuts.
Winter tactics that work:
- Light discounts tied to Google reviews or referrals
- Prioritize steady work for crews to avoid massive summer hiring
- Use downtime for training and role-play
- Focus on market share capture for spring surge
KPIs That Matter: Why Average Job Size Beats Conversion
Most owners obsess over conversion rate. Derek looks at Average Job Size (AJS) as the truer KPI.
Why AJS matters:
- Conversion alone can be gamed with discounts.
- AJS proves your reps built value and sold the move correctly.
- When AJS rises, so does profit margin.
Derek’s coaching cadence:
- Weekly call reviews (one strong call, one weak call)
- Monthly role-play until scripts feel natural
- Quarterly ride-alongs for recalibration
Case Study
From $4,500 Job to $600,000 Commercial Contract
A customer called for a $4,500 move in Indianapolis. Derek noticed the email signature said Chicago, not Indy. He asked further questions and uncovered a national account opportunity. That turned into $600,000+ in jobs across multiple markets in a single year.
Lesson: Great reps slow down, look deeper, and ask questions beyond the immediate request.
Why Choose Movified
- Movified delivers the inside playbooks movers need to grow. Hosted by Mark Hirschi, owner of Salmon’s Moving & Storage (est. 1913, Vancouver BC), the podcast brings unfiltered conversations with leaders like Derek Ryan.
Conclusion
A moving sales process that drives profit isn’t about fancy scripts it’s about focus, follow-ups, and value-building. Derek Ryan’s one-for-one approach, field-driven training, and emphasis on average job size over conversion show movers how to win sales without racing to the bottom on price.
If you implement even one of these tactics like booking follow-ups before hanging up you’ll see an immediate impact.
“Price is only an issue in the absence of value.” – Derek Ryan, You Move Me
Meet The Host
Mark Hirschi is the founder and host of Movified. With over a decade in the moving and storage industry, Mark combines real-world leadership experience with a passion for mentorship and elevating industry standards.
