Skip to content
POWER100
Join Free
Content

Why Selling Features Is Costing Outdoor Living Pros High-Value Projects

⏱️ 10:34 🎤 Joshua Gillow
AUDIO EPISODE
Why Selling Features Is Costing Outdoor Living Pros High-Value Projects
0:00
0:00

Chapters

Click to jump to section

  • 0:00
    Transformation, not just patios
    The host introduces the core concept of selling transformation and life-changing spaces, not merely physical structures.
  • 1:28
    Features vs. Outcomes
    Explains that customers desire emotional outcomes and experiences, not just product features or technical specifications.
  • 3:02
    Fire Pit Example
    Illustrates how to reframe a built-in fire pit as creating memories under the stars, connecting to emotional drivers.
  • 4:11
    Covered Pavilion Example
    Demonstrates transforming a covered pavilion into a space for hosting Thanksgiving outdoors, even in the rain.
  • 5:32
    Lighting Package Example
    Shows how to sell a lighting package by focusing on feelings of warmth, safety, and community standing.
  • 7:56
    Ask Outcome-Driven Questions
    Advises asking questions that uncover what clients imagine doing in their new space and what a 'win' looks like for them.
  • 8:46
    Listen to Capture Vision
    Emphasizes the importance of listening attentively and using the client's own words to paint a compelling picture.
  • 9:20
    Stop Selling Specs, Sell Stories
    Concludes by urging contractors to stop comparing on price and instead sell emotional stories and transformations.

Speakers

J
Joshua Gillow
Host

Key Takeaways

✦

Shift your sales focus from detailing product features (e.g., base depth, material type) to describing the emotional outcomes and experiences clients will gain.

✦

Actively listen to your clients during the discovery phase to uncover their true motivations and desires, which are often emotional rather than practical.

✦

Frame your proposals and descriptions using the client's own words and visions, connecting the physical features to their personal dreams and aspirations.

✦

Ask open-ended, outcome-driven questions like 'What do you imagine doing in this new space?' or 'What would make this a complete win for you?'

✦

Understand that clients don't just buy a patio; they buy what the patio enables in their life, such as family time, peace, or social status.

✦

By selling transformation and emotional benefits, you differentiate yourself from competitors who only sell specifications and avoid being compared on price.

✦

Prioritize foundational sales skills like active listening and asking better questions, as these are more critical than having a perfect pitch.

Want the full experience?

Join Power100 for full access to every episode, AI-powered insights, personalized coaching, and a network of industry leaders.

Join Power100 →