The Moment You Lose the Sale (It’s Earlier Than You Think)
In the trades, most owners give away far more than they realize.
Most trade owners think they lose the sale when the customer chooses someone cheaper. That’s not when it happens. The sale is usually lost much earlier — often in the first 10 minutes of the first conversation.
Before pricing. Before the estimate. Before you even realize you’re being evaluated.
Where trade sales actually go wrong
Early conversations tend to sound like this:
“Here’s how we usually do it…”
“We use higher-quality materials…”
“Let me walk you through our process…”
“We’re not the cheapest, but…”
It feels responsible. Helpful. Professional.
But what the customer hears is: “I’m about to convince you.” And the moment a prospect senses they’re being convinced, their guard goes up. Not because they’re difficult — because they’re human.
What customers are really deciding early
In the first few minutes, homeowners aren’t asking: “Is this the best contractor?”
They’re asking:
“Do these people understand my situation?”
“Will this get more complicated than I expect?”
“Am I about to get sold?”
If you jump straight into explaining, pricing, or proving value, you skip the most important step: Alignment.
The mistake: explaining before diagnosing
Most trade owners lead with answers. The strongest sales conversations lead with questions.
Instead of: “Let me explain why this costs what it does…”
Try: “Before we talk numbers, can I ask what you’re hoping this solves?”
That single shift does two things:
It lowers resistance
It invites the customer into the process
Now you’re not selling. You’re diagnosing.
Price becomes a problem when clarity is missing
When prospects don’t feel understood early, price becomes their safety net.
They compare quotes. They delay decisions. They say, “We’re still getting a few bids.”
Not because your number is wrong — but because the decision still feels risky.
What this means for your sales process
If your sales process starts with:
Explaining
Justifying
Defending price
You’re already behind.
A strong sales process:
Creates clarity first
Establishes leadership early
Frames price as a decision, not a hurdle
This isn’t about scripts or pressure. It’s about designing the conversation so trust is built before the estimate ever shows up.
The takeaway
If you’re losing deals you thought were “solid,” don’t look at the proposal.
Look at the first conversation.
That’s where the decision was already made.
If you want to stop losing deals before the estimate is even sent, let’s talk.
Contact Sonnett & Company to build a sales process that leads with clarity — not price.