6 Keys to Low Pressure Selling

By Todd Liles 6 Keys to Low Pressure Selling
6 keys to low pressure selling

“No pressure selling” has become a buzz phrase for trainers, but we tend to think a little differently.  There is no such thing as “no pressure selling.”  There may be “no pressure buying,” but there is no such thing as “no pressure selling.” RELATED – Sales Training for Techs

Most of the clients that you will have the opportunity to serve are not experts in your field.  If you left the buying decision 100% up to your client, they would probably make the wrong choice.  That places a heavy responsibility on your shoulders as the service plumber or HVAC tech. That being said, if you are interested in trying low-pressure selling, here’s what you need to know to optimize your approach.

The Service Tech’s Responsibility

Help the client make the best decision.

The Service Tech’s Dilemma

Helping the client make a decision comes with some selling pressure.

Even though there is no such thing as “no pressure selling,” you can go through the sales process and produce very low pressure.

What Creates Pressure?

The pressure in the selling process is created by 2 things:

  1. Heat:  the heat is when you ask the client for a commitment of any kind.  RELATED – How to Handle Objections
  2. Blocked Relief Valve:  the relief valve is any function that reduces selling pressure.  Relief valves are important.  They are designed to let the pressure out of a tank before it explodes.  Your client has certain relief valves that you need to be aware of.

These 2 concepts are crucial in applying the 6 keys to low-pressure selling.

6 Keys to Low-Pressure Selling

#1 – Relationship

The greatest relief valve of pressure is the relationship.  If you don’t forge a relationship with your client, you are going to have a much harder time trying to sell to them. Set up common ground and make sure your clients feel comfortable with you before your push any major sales. You can check out our blog on the Mirror Technique for an easy solution to client relationship building.

#2 – Value must be built before you ask the client for money

Mike Adamson of Steve’s Plumbing just won the award for most service agreements sold in a year (over 300).  When he was asked the question, “What do you do when a client asks you ‘how much?’ and you are not ready?” he gave the perfect response:

“Never let the client pressure you into giving a price before you have built value.” – Mike Adamson

When you build up the value of your product or service before offering a price, you are creating need and desire for your product or service.

RELATED – 4 easy steps to boost service agreements

#3 – There is a difference between need and want.

In most situations, your client needs a new HVAC system rather than wants a new HVAC system. Or more specifically, they don’t want the price of the HVAC system. Establish very clearly to your client that they need the product or service. You can then go further and explore their wants. For instance, they might want a full system inspection. Explore these needs and wants with your client so you can take direction straight from the client.

#4 – Options are king when it comes to low-pressure sales.

A tried and true method of any salesperson is to present multiple options. Presenting just one option will make your client feel trapped and will make them more likely to go to another service company for the dreaded “second opinion.” As a general rule of thumb, here are what most customers are looking for:

  1. Some want the highest value
  2. Some want the lowest value
  3. Some want what’s in the middle 

Unless you are 100% perfect at predicting your client’s buying behavior, I recommend presenting multiple options.

RELATED – Options Training for Techs

#5 – You put more pressure on yourself than a client ever will.

Your relief valve is confidence in self, company, and price.

In a recent online training seminar, I asked a group of techs, “Do any of you have a problem with your price?”

One of the high producing techs started laughing.  He said, “Yeah, I have a problem with the price.  It’s too low!  I’m worth more than what we are charging.”

I said, “Good.   I’m glad you feel that way.  I think you are worth more too.” 

Great companies and service techs use this selling principle to their advantage.  They understand a fundamental truth:

“If I think the price is more than fair, so will the client.”


RELATED – How to Repair Your Tech or Salesperson’s Confidence

#6 – SHUT-UP after you ask for the order.

This all about applied heat.  Once you ask for the order, shut-up!  If you continue to talk, you will apply unnecessary heat to the sale. This will increase pressure.

Let the client vent or work through the situation in front of them.

Relax.  If your relationship is strong, all of those statements can be simple pressure vents.  No big deal.  Stay quiet.  Don’t speak until they ask you a direct question.  Then you know it is time to talk.

Question: Which of these techniques will you use in the field? Share your answer on , or .

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