By Most contractors are great at the work and nervous about selling. So they measure, write a number on a sheet and leave it on the counter. Then they wonder why they close 2 out of 10.
Selling isn’t pushing people into something they don’t want. It’s helping a homeowner make a good decision and feel safe making it. If your work is good, closing more jobs helps people, because they get a good contractor instead of a bad one.
This is the simple process that works at the kitchen table, from small repairs to five-figure projects.
The 7 steps
- Show up right
- Build trust
- Find the real problem
- Inspect and show
- Give options
- Take the risk away
- Ask for the job
Step 1: Show up right
The sale starts before you knock.
- Confirm the day before by text, with your name and photo.
- Be on time. Early is better. If you’ll be late, call.
- Look professional. Clean truck, clean shirt with your logo, shoe covers if you go inside.
- Make sure everyone who decides will be there. When you book, ask, “Will everyone who’ll make the decision be home?”
Step 2: Build trust
People buy from people they like and trust. Take 5 minutes to be human.
- Learn their names and use them.
- Notice something real. “Your garden looks great. Did you plant all that?”
- Tell them how the visit will go: “I’ll ask you a few questions, take a look at everything, take photos, and then sit down and go over some options. Sound good?”
That last line is important. When people know what’s coming, they relax.
Step 3: Find the real problem
This is where most contractors go wrong. They talk about themselves, their materials and their trucks. Instead, ask questions and listen. Try to talk less than half the time.
Good questions:
- “What made you call now?”
- “How long has this been going on?”
- “What happens if you wait another year?”
- “Have you had any other work done on the house?”
- “What matters most to you: price, how long it lasts, or how fast it gets done?”
- “Have you gotten other quotes? What did you like or not like about them?”
- “How long are you planning to stay in this home?”
The answers tell you what to recommend and how to explain it. Someone selling in two years wants something different from someone staying for twenty.
Step 4: Inspect and show
Don’t just look. Show them.
- Take lots of photos and videos.
- Sit down and walk them through the photos on a tablet or phone.
- Point out the problem in plain words: “See these cracked shingles? That’s where water gets in.”
- Show the good things too: “Your decking looks solid, which saves you money.”
When homeowners see the problem with their own eyes, they don’t need to be “sold.” They want it fixed.
Never invent or exaggerate a problem. It’s wrong, it’s illegal, and in a small town your name will be ruined. Jay Abraham calls the opposite the strategy of preeminence: act like a trusted advisor who tells the truth, even when it costs a sale. That’s how you win the job they’ll need next year, plus their neighbors’ jobs.
Step 5: Give options
Never give just one price. Give three:
- Good: fixes the problem. Solid and affordable.
- Better: fixes it and adds the upgrades most people want. (This is usually the most popular.)
- Best: everything, with your longest warranty and all bonuses.
Why three? With one price, the question is “yes or no?” With three, the question becomes “which one?” That’s a much easier question to answer, and they aren’t comparing you against the other company anymore.
Go over each option with the result they care about. “With the better option, you won’t have to think about this roof again for 30 years.”
Need help pricing them? Use the job pricing calculator.
Step 6: Take the risk away
The biggest thing stopping a homeowner from saying yes is fear. Fear of picking the wrong company, overpaying or getting stuck with bad work.
Take that fear away:
- Your warranty and guarantee, explained simply and in writing.
- Reviews from people nearby. Show them on your tablet.
- Your license and insurance, ready to show.
- What happens if something goes wrong: “If anything isn’t right, you call me directly, and we come back and fix it.”
- Clear payment terms: what’s due when.
Read Irresistible Offers for how to build a guarantee people trust.
Step 7: Ask for the job
Many contractors do everything right and then… never ask. They say, “Well, let me know!” and leave.
Ask clearly and kindly:
- “Which of these options feels right for you?”
- “Would you like to get on the schedule?”
- “We have an opening on the 14th. Do you want me to hold it for you?”
Then stop talking. Let them think. The silence feels long, but it’s their time to decide.
Handling “We’ll think about it”
“We’ll think about it” usually means there’s a question they haven’t asked out loud. Find it, kindly:
“Of course, it’s a big decision. Usually when people say that, it’s the price, the timing, or they’re not sure about something I said. Which one is it for you?”
Then help with the real concern:
- Price: “Which option would fit better? Let’s look at the good option.” Or explain financing if you offer it.
- Timing: “When would be better? I can put you on the schedule for then.”
- Trust: “What would help you feel sure? I can connect you with a customer two streets over.”
- Spouse: “Would it help if I came back when you’re both here, or did a quick call?”
If they still want time, that’s fine. Set the next step before you leave: “Can I give you a call Thursday to answer anything else?” Then follow the follow-up system.
About same-day discounts
Some companies push “sign today and save 20%.” It works on some people, but it hurts trust and can break consumer laws if the “regular” price isn’t real.
A better way: give a real reason to act now.
- “Material prices go up on the 1st. I can hold today’s price until then.”
- “If you sign today, I can put you in the slot that opened on the 14th.”
- “Since we’re already doing your neighbor’s roof next week, I can save you the setup cost.”
Check what any discount really costs you with the discount calculator.
Know Ohio’s rules for in-home sales
When you sell in a customer’s home in Ohio, the Home Solicitation Sales Act usually applies, along with the FTC’s Cooling-Off Rule:
- The buyer generally has 3 business days to cancel most home sales.
- You must give them a written notice of that right, in the contract and on a separate form, the way the law requires.
- Don’t start the work or take full payment in ways that break the rules during that window. Check your contract with a lawyer.
Using a good contract form that follows these rules protects you and builds trust. Our free job estimate template includes a reminder.
After you get the yes
- Thank them and tell them exactly what happens next.
- Send the signed contract and a welcome text with the start date and who to call.
- Ask one question: “Out of curiosity, what made you pick us?” Their answer is your best marketing line.
Track your close rate
Write down every estimate and whether it closed. After a month you’ll know your close rate. Then try one change at a time (better questions, three options, a stronger guarantee) and see what moves it.
The bottom line
Show up right. Ask more than you talk. Show them the problem. Give three options. Take the risk away. Ask for the job.
Do that every time and you’ll close more jobs, at better prices, with customers who trust you.
