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The Psychology behind sales and how you can use it to close more deals as a home improvement pro

October 25, 2021

When it comes to sales, there are a variety of different tactics, tips, and tricks you can use to your advantage to close the deal. But many salespeople rely on one important thing:


When selling, it’s crucial to not only understand who your customers are but also what motivates them to spend their money. This is where sales psychology comes into play. 

Instead of emphasizing a product’s value, sales psychology focuses on the emotional needs of buyers. Putting yourself in the position of your potential client can help you better manage your sales pitch.

When someone is hiring a home improvement contractor, more times than not they are making these changes to get closer to their dream homes.

People can purchase a product or subscribe to a service in a number of different ways. When it comes to buying new things, some people choose logic and reason above emotion. In other circumstances, they might make an impulsive purchase and then rationalize it later.

As a home improvement professional, it’s your job to understand the needs of your customers and show how your specific service can help them reach their desired end result.

Keep reading to learn tips on how you can use sales psychology during your next sale to ensure you close the deal. 

Tip 1: Make it about them

As stated above, the psychology of selling involves truly understanding the needs and wants of your client, the homeowner. You don’t do that by presenting every single benefit and value of your product or service— you first have to figure out why the person you’re selling to would want or benefit from it. 

The key is to take the homeowner on an emotional journey and understand how they feel on an emotional level. When they voice their concerns, it’s important not to strategize a perfect answer, but to put yourself in their shoes and understand their issues and work to find a solution that best fits their needs.

For example, many people looking for roofing services, such as a roof replacement, are often looking for the lowest bargain. It’s the contractor’s job to communicate that the lowest estimates don’t always translate to roofs that will last. 

Roofing contractors need to appeal to the emotion of making a long-term investment for their roof to last. It’s not just about the price, it’s about the safety and quality of the home. 

Once you understand the homeowner on a more emotional level, closing the deal will be that much easier.

Tip 2: Give fewer options

You know that saying, “less is more”? Well, in this case, it’s true! 

We’ve all been there before; wanting to make a big purchasing decision but being overwhelmed by the number of different options available to the point where we just give up. 

There’s always plenty of options homeowners can choose from when it comes to home improvement services. Whether it’s the texture, the finish, or the brand, there’s always an alternative.

If you have the opportunity before the sales meeting, try to ask the homeowner a few qualifying questions to uncover more of their needs. Once you’ve learned more about the homeowner’s needs, you’ll be able to narrow down the different options. 

Tip 3: Show social proof

Just like most people, homeowners will most likely trust the words of consumers over you, the professional. 

Because social evidence, by definition, originates from consumers — and, with the diminishing trust in traditional advertising, their voices tend to carry more weight.

Anything online that puts your company or services in a positive light can be used as social proof and can be added to your sales pitch. Such as google reviews, video testimonials, and before and after images.

At conXpros, we’re lucky enough to have great clients who were kind enough to leave raving testimonials about our services. Check them out here.

Tip 4: Show your expertise

Another way to build credibility with the homeowners is to position yourself as an authority in your industry. 

Homeowners who are cautious or do not entirely trust you will be hesitant to work with you. This is why it’s important to be an authoritative seller and show absolute confidence in your work and the results you produce.

Here are a few ways you can convey your expertise in your sales pitch

  • Share your years of experience and expertise behind your service.
  • Talk about your company culture and why you do what you do 
  • Share any awards or achievements 

Tip 5: Don’t be too eager

When selling your services to the homeowner, stay away from seeming overly enthusiastic. While being excited about your company isn’t a bad thing, some people view being overly eager as inauthentic. Remember, it’s not your job to tell the homeowner about how great you are, it’s about listening to their needs and learning how you can best help them.

People are naturally resistant to change, especially when they are making large decisions for their homes. Sales psychology isn’t something that is meant to “trick” the homeowner into buying something they won’t benefit from, it’s about seeing the bigger picture. 

Your sales pitch should always be in sync with the homeowner’s needs and wants. Using sales psychology helps you dive deeper and understand the reasoning behind the homeowner’s decisions and concerns. This ultimately helps you better convey how your product or service can be the perfect solution to their problems.

Incorporate these tips into your next sales pitch to ensure you walk away with a closed deal!

If you’re interested in more sales tips, visit our free Sales Tip Center for helpful guides, webinars, and videos.

Looking to generate leads for your home improvement business? We can help! Schedule a free meeting and speak to a conXpros representative and learn how our services will help you find genuine opportunities and acquire clients without wasting money on bad leads.


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