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How to Stop Selling and Start Closing Sales

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Home Improvement

How to Stop Selling and Start Closing Sales

One of the biggest mistakes a salesperson can make is viewing the sales process as a one-sided transaction

By Gary A. Cohen April 21, 2024
closing sales
Photo: stock.adobe.com

The term "closing sales" often conjures images of slick-talking salespeople persuading hesitant customers to make a purchase. However, the art of closing sales is not about sales pitches and high-pressure tactics.

The key to closing more sales lies in shifting focus away from selling and towards building genuine connections with customers. 

By adopting a customer-centric approach and prioritizing relationship-building, sales reps can achieve much greater success and foster long-term loyalty.

One of the biggest mistakes sales reps make is viewing the sales process as a one-sided transaction focused solely on making a sale.

This approach can come across as pushy and insincere, leading to customer distrust and reluctance. Instead, the most successful home improvement and remodeling companies understand that closing sales is about meeting the needs and solving the problems of their customers.

Closing sales is a collaborative effort involving marketing, call centers, customer service, production, and other teams that ensure a seamless experience for customers.

Closing Sales Comes From Active Listening

To do this, take the time to understand customer pain points, goals, and preferences. By actively listening to customers and asking insightful questions, sales professionals can uncover valuable insights that enable them to tailor their solutions to meet specific needs.

This increases the likelihood of closing a sale and builds trust and rapport with customers.

Closing sales should not be a transactional process. Repeat and referral business is a huge asset for home improvement and remodeling companies. Sales reps who prioritize relationship-building over transactional selling are better positioned to cultivate loyal customers who repeat and refer.

This unlocks opportunities for upselling, cross-selling, and securing future sales, ultimately driving sustainable growth and revenue.

Successful sales reps also recognize the power of timing. They take a strategic approach, waiting for the opportune moment. This requires patience, attentiveness, and the ability to recognize buying signals such as increased engagement, positive feedback, or expressed interest in a specific product or service.


Closing Sales Should Be Collaborative

Closing sales is a collaborative effort involving marketing, call centers, customer service, production, and other teams that ensure a seamless experience for customers.

By aligning strategies and resources across departments, companies can streamline the sales process and enhance customer satisfaction.

Ultimately, the key to closing more sales lies in reframing the sales mindset from pushing products to addressing pain points, educating the homeowner, solving problems, and building relationships. 

Your company should be working with a proven, consultative sales process that focuses on building rapport and earning trust, as homeowners are more apt to buy from those they know, like, and trust. Every sales rep on your team should be delivering the exact demo experience to customers. 

Just remember that when it comes to a sales conversation, stop selling and start closing.


written by

Gary A. Cohen

Gary Cohen is Vice President of Certified Contractors Network (CCN). He spent 11 years as a Clinical Professor of Business at the University of Maryland. CCN is a training, coaching, and networking organization in the home improvement industry. For more information on CCN, contact Gary at gcohen@contractors.net or visit www.contractors.net/contractors.

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