How to Use "Why" in Home Improvement Sales Techniques

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One of the most effective words used in selling is the word "why." It can reinforce your commitments, help amplify the customer's own buying statements, and assist you in closing the sale. I'll cover examples of all three in this guide.

Using "Why" to Reinforce Commitments in Home Improvement Sales Techniques

A key example is when you secure commitments on what you are selling or ask questions that lead the customer to commit to your product. While I don't do this all the time, I use it for the most important buying commitments. For example, after selling them on your company, you should follow up by saying:

"From what I have explained, do we sound like the type of company you want to do business with?"

Or, after explaining everything about the product and installation, and just before discussing pricing, you might ask a pre-close commitment question like:

"If this is affordable, is this definitely the type of roof you want to put on your home?"

After securing important commitments like these, and the customer answers "yes," I always follow up with a "why" question, such as, "And why would that be?" To answer, the customer must reinforce or make their commitment firmer. For example, when I ask, "Do we sound like the type of company you want to do business with?" and the customer says "yes," I follow up with, "Why would that be?"

Their response, such as, "I like how you do business with your own carpenters, and I think the way you install the job by keeping contact with me every step of the way is great," reinforces their commitment. When they verbalize their reasons, it helps sell them even more.

Enhancing Customer Buying Statements with "Why" in Home Improvement Sales Techniques

Another way I use "why" in a sales presentation is when the customer makes buying statements that I want to underline. It’s like reading a book and highlighting important passages. For example, if the customer says, "I really need the kitchen done ASAP," I follow up with, "And why would that be?" When they answer, "Because I'm sick of how it looks, or I promised my wife I would get it done last year," you can see how it adds fuel to the sales fire and helps your sale.

If you are a large company and the customer says, "I'd rather hire a bigger company than a small contractor," you should ask, "Why?" Their response, such as, "I would rather deal with someone big who I know will be around five years from now," helps reinforce their own buying decision.

Home Improvement Sales Techniques: The Role of "Why" in Closing the Sale

In closing, the word "why" can be incredibly effective. When you are closing a deal, you should primarily be asking questions. Many times, you need to peel back layers without seeming pushy but instead demonstrating a genuine desire to understand the customer so you can help them better. For instance, if a customer says, "I need to figure out or work some things out before I can do it," most salespeople respond by asking if it's about money or needing to talk to someone else. This approach can seem pushy and might even give the customer an excuse to delay the decision.

Instead, use a variation of "why" by asking, "If you don’t mind me asking, what do you mean by that?" or "Why do you say that?" This helps uncover the real issue. I’ve had customers express simple concerns like thinking they needed to provide a down payment before financing, which was easily resolved by explaining the financing options.

The Final Touch: Nonchalant Use of "Why" in Home Improvement Sales Techniques

The most effective way to use "why" is in a nonchalant manner, without sounding like you're interrogating the customer. Avoid repeating "why" constantly; instead, ask gently, "Why would that be?" or use variations like, "If you don't mind me asking, why do you say that?" or "What do you mean by that?"

When done correctly, this approach sounds professional and can dramatically increase your sales. Can you see how learning to use the word "why" can improve your sales performance? And why would that be?