Instead of telling your customers what you are selling, let your customers tell you what they need. When you talk with a potential customer, listen to their concerns and desires, then align your sales approach to meet their needs. If you lead with cost, most customers will often choose the lowest cost option, even if there is a marginally more expensive option that better meets their needs.

When you begin a sales call, ask questions to understand what motivates your customers. Do they want to save money, reduce their impact on the environment, improve indoor air quality, increase home comfort or replace an old appliance? Once you know what your customers want, offer that service by framing it as a solution to their primary need. Using this approach can help convert more conversations into finished projects, provide a positive experience for the customer and generate more customer referrals.