The Home Service Expert Podcast E440 Unlocking Buyer Psychology: The Key to Sales Success with Joe Cunningham
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Nov 4, 2025 Joe Cunningham, an expert home-services consultant and trainer, dives into the psychology of buyers, revealing that they often don’t buy solutions to problems they don’t recognize. He discusses the importance of addressing perceived value in purchases and how personal biases can influence decisions. Joe shares key sales strategies, emphasizing the need for deep questioning and understanding customer priorities. Additionally, he introduces innovative checklist solutions that enhance technician performance and boost sales conversions, ensuring consistent and effective service delivery.
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From Plumber To Million-Dollar Door-to-Door Seller
- Joe began as a plumber and sold HVAC door-to-door, eventually selling a million dollars of replacement equipment in a year.
- Distributors asked him how he sold so much and he became a trainer and consultant across the industry.
Carrier Hired Him To Rescue Distributors
- Carrier paid off contractors after Joe trained them to sell and then asked him to scale the seminar nationwide.
- He developed Value Added Selling and ran wide industry seminars and consulting work.
Four Universal Sales Truisms
- Joe states four sales truisms: customers won't buy solutions for unknown problems, they don't buy what they believe is too expensive, money matters only if it's the only understood factor, and 'no' is a defense.
- Build presentations around these truths to avoid commodity selling and surface objections early.
