Mastering Objections: A Modern Sales Process for Home Service Contractors
In the world of home services, closing sales isn’t about slick talk or high-pressure tactics. Today’s homeowners are more informed than ever, and the key to success lies in empathy, clarity, and a structured approach. If you’re a contractor or run a home service business, understanding and overcoming objections is essential—not just for your bottom line, but for building trust and long-term relationships with your clients.
This article distills nearly two decades of sales experience into a practical, repeatable process designed specifically for home service professionals. We’ll break down the five core objections you’ll encounter, introduce the “CHRIS” method for handling them, and show you how to make your sales conversations more human, more effective, and more dignified.
The Five Core Objections in Home Services
Every contractor faces objections, but the good news is that they almost always fall into five categories. By understanding and preparing for these, you can proactively address concerns and make the closing process smoother for both you and your customer.
1. “I’m Getting Other Bids or Estimates”
This is the most common objection. Homeowners want to compare prices and options, and it’s natural for them to seek multiple estimates before making a decision.
2. “I Need to Talk to Someone Else”
Often called the “third-party” or “one-legger” objection, this is when the decision-maker isn’t alone—maybe they need to consult a spouse, family member, or even a neighbor who’s a contractor.
3. Solution Confusion
Sometimes, the homeowner isn’t sure which solution is best for their problem. They may be confused about the products, methods, or scope of work being proposed.
4. “I Don’t Have the Money”
A straightforward financial objection: the homeowner simply doesn’t have the cash on hand to pay for the project.
5. “I Don’t Think This Is a Good Use of My Money”
This is a value objection. The customer questions whether the investment is worth it, or if the project is truly necessary.
Objections vs. Conditions
It’s important to distinguish between objections (emotional reasons for not buying) and conditions (factors outside your control, like not owning the home yet). Focus your efforts on objections—you can’t change conditions.
The CHRIS Method: A Modern, Dignified Closing Process
To address these objections, use the CHRIS framework:
- Clarify
- Rephrase
- Isolate
- Satisfy
This process is conversational, low-pressure, and designed to make the customer feel heard and respected.
Clarify
When an objection arises, don’t jump to conclusions. Instead, ask open-ended questions to clarify the customer’s real concern. For example:
“While you think about this, what’s most important to you in making a decision about this project?”
This invites the customer to share their true hesitation, rather than hiding behind a generic “I need to think about it.”
Rephrase
Once you’ve identified the concern, rephrase it back to the customer to ensure you understand. This technique, borrowed from therapists and marriage counselors, builds trust and prevents miscommunication.
“So what I hear you saying is you’d feel more comfortable moving forward as long as you’re getting a fair price. Is that right?”
If the customer corrects you, you’ve uncovered a deeper or different objection.
Isolate
Next, check if this is the only concern. This step is often missed but is crucial for moving forward.
“Is there anything else that’s holding you back?”
If the answer is no, you can focus on resolving the single issue. If there are more concerns, address them one by one.
Satisfy
Finally, address the objection directly and offer a solution. This could be a price match, a payment plan, or a detailed explanation of your process. The key is to keep it simple and human.
“We have a simple apples-to-apples price match. If you find a comparable estimate, I’ll match it—no gimmicks. That way, you get the best price and don’t lose time.”
If the customer still hesitates, return to the top of the CHRIS process and repeat.
Applying CHRIS to the Five Objections
Let’s see how the CHRIS method works in real-world scenarios.
1. Competing Bids
Clarify:
Ask what’s most important in their decision.
Rephrase:
“So you want to make sure you’re getting a fair price?”
Isolate:
“Is that your only concern?”
Satisfy:
Offer a price match or explain your value proposition. If the competitor’s bid isn’t truly comparable, stand by your quality and integrity.
“If you get other estimates that are the same as ours but less, I’ll match them. If they’re more, you can schedule with us today. If they’re not comparable, I’ll explain why.”
2. Third-Party/One-Legger Objection
Clarify:
“What’s your biggest concern about making a decision today?”
Rephrase:
“So you’d feel more comfortable if your spouse is on board?”
Isolate:
“Is there anything else?”
Satisfy:
Engage the absent decision-maker early. Share photos, start a group chat, or ask to call them during the appointment. If that’s not possible, set a follow-up meeting to ensure everyone is on the same page.
“Your spouse knew we’d be meeting today. What were their expectations? Let’s get them on the phone to address any concerns before I finalize the proposal.”
3. Solution Confusion
Clarify:
“What’s your biggest concern about this project?”
Rephrase:
“So you want to make sure you’re choosing the right solution?”
Isolate:
“Is that your only concern?”
Satisfy:
Go back through your inspection and presentation. Align your recommendation with their needs and motivations. Validate your solution and explain why it’s the best fit.
“Let’s review why I recommended this product. Based on your goals, this option addresses your concerns about durability and resale value.”
4. Money Objection
Clarify:
“What’s your biggest concern about this project?”
Rephrase:
“Is it that you need an affordable way to pay, or that it’s not a good use of your money?”
Isolate:
“Is there anything else?”
Satisfy:
Offer payment plans (avoid jargon like “financing”—just call it a payment plan). Ask what monthly payment fits their budget and show options that match.
“If you could fit this into your monthly budget, what would be comfortable? Let’s look at some payment plans together.”
5. Value Objection
Clarify:
“What’s your biggest concern about this project?”
Rephrase:
“So you’re not sure it’s a good use of your money?”
Isolate:
“Is there anything else?”
Satisfy:
Break down the value. List past and future repair costs, potential property value impact, and other relevant factors. Let the customer fill in the numbers themselves.
“Let’s look at what you’ve spent on repairs, what you might spend in the future, and how this affects your home’s value. If the numbers make sense, great. If not, no pressure.”
The Power of Emotional Reasons
Features and benefits rarely close a sale. People buy based on emotional reasons—safety, comfort, pride, or urgency. Dig deeper to uncover these motivations.
Ask questions like:
- “What’s the urgency in fixing this now?”
- “Has something happened that made this a priority?”
When you tie your solution to their emotional drivers, you become their guide, not just a salesperson. For example, a customer may want to fix uneven concrete not for aesthetics, but because a child tripped and got hurt. Addressing that emotional need is far more powerful than discussing technical specs.
Pro Tips for Home Service Sales Success
Show Up On Time and Be Prepared
Reliability is table stakes. If you can deliver a proposal on the spot, your chances of closing increase dramatically.
Make the Process Your Own
The CHRIS method is a framework, not a script. Adapt it to your personality, your company’s culture, and your market. Customers respond to authenticity.
Engage All Decision-Makers Early
Use technology to involve absent spouses or family members. Share photos, start group texts, and keep everyone informed.
Don’t Overwhelm with Jargon
Keep your language simple. Avoid acronyms and technical terms unless the customer asks for details.
Use Payment Plans, Not “Financing”
Most people are embarrassed to admit they can’t afford a project. Make it easy and comfortable to discuss payment options.
Let the Customer Do the Math
When discussing value, let the customer fill in the numbers. This builds trust and prevents the “salesy” feeling.
Rephrase for Clarity
Rephrasing isn’t just a sales technique—it’s good communication. It prevents misunderstandings and shows you’re listening.
Make Customers Feel Smarter
If your customer feels more informed and confident after your meeting, you’re close to winning the sale—and earning a referral.
Handling the “Button Up” and Planting Seeds
After addressing objections and closing the sale, reinforce the customer’s decision. Remind them of the reliability, communication, and value you provide. This “button up” ensures the world doesn’t “unsell” your project after you leave.
Plant seeds by highlighting aspects of your service that competitors may overlook—without bashing them. For example:
“Did anyone else talk to you about how this affects your home’s resale value? No? That’s something we always consider.”
Practice Makes Perfect
Role-play the CHRIS process with your team. Use tools like AI chatbots to practice handling objections. The more you practice, the more natural and effective your conversations will become.
Remember, your customers aren’t listening to dozens of sales presentations—they’re focused on their own needs. Don’t worry about sounding like every other contractor. Focus on being clear, empathetic, and helpful.
Evolving with the Times
Sales is always evolving, but the fundamentals remain: treat people with dignity, listen more than you talk, and guide them to the best decision for their needs. The CHRIS method has stood the test of time and continues to adapt to new technologies and customer expectations.
Final Thoughts
Mastering objections isn’t about manipulation—it’s about understanding, empathy, and structure. By using the CHRIS method, focusing on emotional drivers, and making your process your own, you’ll close more sales, earn more referrals, and build a reputation for integrity in your market.
Remember: if your customer feels smarter and more confident after you leave, you’re not just closing a sale—you’re building a relationship that will pay dividends for years to come.
Ready to take your sales process to the next level? Start practicing the CHRIS method, involve your whole team, and watch your close rates—and customer satisfaction—soar.
