Home Improvement Sales Tips: The Power of Asking Questions

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Selling home improvements is not about telling; it’s about asking the right questions and getting commitments. The best salespeople don’t talk at their customers—they engage them by asking questions. You’ll need to practice, but once you master this, it’ll feel like second nature. Here are four key home improvement sales tips that will help you make more money in sales. Be sure to read through to the end to see them all.

Why Asking Questions Works Better Than Telling

The first reason asking questions is a better way of selling is that when you ask, the customer is telling you what they want, rather than you telling them. For example, instead of saying, "I’m sure you would want a floor like this," you could ask, "Is this the type of floor you would want?" When they answer, they’re telling you, which builds commitment. Another example: Instead of saying, "This type of wall in the wet area would save you from having to clean the grout in your bathroom," ask, "Do you think this type of wall in the wet area would save you from having to clean the grout? Is that something you would want?" Even something as simple as, "Adding a humidifier to your HVAC system can save you 5% on your energy costs," can be made into a question: "Would you want to add a humidifier to your HVAC system if it could save you 5% on your energy costs?"

Home Improvement Sales Tips: Asking for Commitment

The second reason selling by asking questions is effective is that it helps you get the customer to commit to your product. This is one of the most basic forms of selling. You’re simply getting the customer to tell you they want your product. Examples include:

• "Is this the way you wanted your window to be constructed?"

• "Is this how you want your roof to be installed?"

• "Is this a feature you would want on your HVAC system?"

Generally, these types of questions are closed-ended. However, if you explain the benefits of a feature well, you can make these questions open-ended. For example: “If other people use particle board for their drawers, why do you think we spend more money to make our drawers out of solid wood with dovetail construction?” The customer might respond with, "Well, it would last longer because of the solid wood and the way the corners are constructed." You can then ask, “Is that something you would want in your kitchen?” They might say, "Yes, I would."

Home Improvement Sales Tips: Selling in Pieces

The third way of using questions or commitments to sell is to break down the sale into smaller commitments before asking for the big commitment. Home improvement projects often have many parts to consider. For example, when selling a kitchen remodel, you’re not just selling the whole kitchen; you’re selling the color, door style, layout, handles, sink, countertop, molding, and types of cabinets. By getting small commitments on each of these aspects, you’re leading them toward the final question: “Is this the kitchen you want?”

Think of it like selling a suit, bit by bit. First, ask if they like the color of the suit. Then ask if they like the material, the buttons, the lining, and so on. As they say yes to each part, it becomes a foregone conclusion that they’ll say yes to the suit. Similarly, when selling a home improvement, getting commitments piece by piece helps you close the sale.

Home Improvement Sales Tips: Keeping the Conversation Going

The fourth reason asking questions is so valuable in selling is that it keeps the customer engaged and gives you constant feedback. I’ve seen too many salespeople who talk for 20 minutes without hearing a word from the customer. Asking questions keeps the conversation going and lets you gauge the customer’s level of interest. This feedback helps you adjust your approach as needed.

Selling, if done right, is like teaching. As a salesperson, you’re guiding your customer through a learning process. You can ask questions like, “Does this make sense to you so far?” or “Can you see why this HVAC system would save you money?” Even if the question isn’t directly related to the product, asking, "What do you think of everything so far?" will help you assess where you stand in the sale and make any necessary adjustments.

If you found these tips helpful, check out our video on features and benefits or the playlist on closing techniques. Happy selling!