Bring up “sales” in the trades and then prepare yourself for the barrage of “I’m not a salesman,” “I’m not going to sell people stuff they don’t need,” “I didn’t get into the trades to sell” and countless other misguided responses. For many service techs — and even some owners — sales feels like a dirty word. It brings up images of pushy car dealers, fast-talking “closers,” and customers feeling pressured into something they don’t really want. 

But here’s the truth: If you’re in any sort of trade, you’re already in sales. And that’s not a bad thing. In fact, the best salespeople in our industry don’t see themselves as salespeople at all. They see themselves as problem-solvers. 

Everything is sales. (Even this article.)

Sales, done right, is just good service. 

The stigma around sales

Tradespeople often recoil from sales because they’ve been burned by it themselves. Or, even worse, they have worked with the one who does it unethically — and that alone may be the single biggest reason for you to become great at it. Because if you can’t successfully sell ethically, then you and your customers will both lose to the unethical salesman. 

Nobody wants to feel like they’re being manipulated, and nobody wants to be the one doing the manipulating. So instead, techs pull back. They service the restrooms they were called for, touch base with the customer and leave — even when they notice other issues that could save the construction-site manager headaches down the road. 

The result? Customers don’t get the whole picture. The tech leaves money on the table. And the company misses a chance to build lasting trust. 

You are professionals too — and your customer deserves to know the current state of affairs when they speak to you.

Reframing sales as service

Here’s a mindset shift: Recommending additional work isn’t about putting money in your pocket — it’s about serving the customer well. 

The easiest way to shift your team’s mindset is by changing the language. Don’t talk about “selling.” Talk about recommending, educating or offering solutions. 

Here are a few practical training tips that stick: 

• Teach the three-part script: “Here’s what you called me for (ex., restroom service), here’s what else I noticed (ex., the site is underserved and overused), and here are your options (ex., more cleanings and/or more restrooms).” Simple, honest and not pushy. 
• Skills — practice common situations. Give your techs words to use so they don’t freeze up or back down when it matters. 
• Make it about listening. Encourage techs to ask: “What’s most important to you — budget, long-term fix or peace of mind?” Then recommend based on the answer. 

When techs see sales as service, they stop worrying about sounding pushy and start sounding like professionals who care. 

Overcoming the fear of 'no'

One reason techs hate sales? They hate rejection. But here’s the thing: a “no” isn’t personal. It’s just a customer making the best decision for themselves at that moment. 

If you’ve done your part — explained clearly, given honest options and left the door open for the future — you’ve already succeeded. 

A “no” today can still turn into a “yes” tomorrow. And the customer will remember the tech who respected their choice. There have been countless times where customers have initially gone with the Band-Aid solution only to change their mind later on and decide to address the entire issue. If they hadn’t been given all those options to begin with they would never have had the opportunity to process what is best for their job site. 

What happens when you get it right

When sales becomes just good service and providing multiple solutions, the results show up fast: 

• Happier customers who feel cared for instead of pressured. They feel like they have agency and choice.
• Happier employees because they are feeling successful; no one wants to make multiple pitches per day with no success. 
• Better retention and referrals because people remember the tech who solved their problem efficiently and gave them a choice. 

The bottom line

Selling doesn’t have to be pushy. It doesn’t have to feel like a fight. When you and your team see sales as just another way of serving the customer, everybody wins. 

So next time your service techs flinch at the word “sales,” remind them: If you don’t tell the customer, you’re not doing your job. And if you do tell them — honestly, clearly and with their best interest in mind — that’s not sales. That’s service.

About the author: Westie Magnuson is the chief people officer for Cornel’s Plumbing, Heating & Air in Portland, Oregon.