• Fort Myers, FL – Stronghouse Brands at Eastern Architectural Systems
  At the Eastern Architectural Systems plant in Fort Myers, FL, we worked with the Stronghouse Brands sales team, a customer of SRS Distribution Inc.. When a contractor said, “We like your windows, but my crew is used to another brand,” the rep practiced flipping it: “So your crew is used to another brand, but you like these windows because they offer the performance and support you’re looking for—how can I help make this transition easier for your team?” That approach turned resistance into a real talk about training and support.

Tampa, FL – Lansing Building Products customers
In Tampa, I trained a large group of Lansing Building Products customers, with Rick Smith and his team doing an outstanding job filling the seats. After my sales session, our Cornerstone Building Brands team led a deep Simonton Windows & Doors product session. Many in the group started using “but” to bring the conversation back to value: “This quote is more than you expected, but you told me you want a window that will last and lower your energy bills—how can we make this work for you?” That mindset creates collaboration instead of conflict.

• Scarborough, ME – Lowe’s sales professionals
  In Scarborough, ME, I spent time with a group of sales professionals from Lowe’s Companies, Inc.. They often heard, “We like this, but we want to check online.” We practiced, “I understand you want to check online, but you like this option because you can see it here, ask questions, and get it installed through Lowe’s—how can I help you feel comfortable moving forward today?” That simple But Flip kept the sale in the store instead of losing it to the internet.
• Boston, MA – Stronghouse Brands seasoned sales team
  Back in Boston, I spent a morning with seasoned pros from Stronghouse Brands who sell Simonton Windows & Doors through SRS Distribution Inc.. These veterans were looking for just one or two nuggets to sharpen their already strong skills. One of those nuggets was using “but” to end on a positive: “You’re concerned about the upfront price, but you like these windows because they deliver the performance, warranty, and look your customers expect—how can I help you present that value to them?” That language helps them coach their own contractors to handle objections better.

These teams prove that when you use “but” the right way, you can keep the customer talking, stay focused on value, and move the conversation closer to a sale.

“But” Won’t Win Every Time—and That’s Okay

The But Flip is not a perfect, 100% guaranteed method to overcome every price objection—because nothing is. I have never seen a foolproof system for handling all objections. If such a system existed, its creator would be as wealthy as Warren Buffett or Jeff Bezos.

What the But Flip is, though, is a simple and practical strategy that helps move a conversation from “no” or “maybe” toward “yes.” When a homeowner or buyer uses “but” to end on a negative, flip that “but” to end on a positive and see if it leads to a better outcome for both of you. Happy selling.

Frequently Asked Questions: Using “But” to Your Advantage in Sales

1. What is the “But Flip” in simple terms?
   The But Flip is a way to turn a negative statement into a more positive one by flipping the order of the sentence, then adding “because” and a helpful question. Instead of letting the customer end on “but the price is too high,” you repeat their concern first, then finish with the positive part of what they said and ask, “How can I help?” This keeps the focus on value and opens a real conversation.
2. Why is the word “because” so important in this technique?
   The word “because” creates a strong link between the customer’s feelings and the value you offer. It taps into a natural cause-and-effect pattern in how people think. When you say, “You like this because…,” you remind them why your solution matters to them, which makes it easier to talk about price, options, or next steps without losing the emotional connection they already expressed.
3. When should I use the But Flip in a sales call?
   You use the But Flip after you have asked for the sale and the customer gives you a response with “but” in it, usually around price or comparison. For example, “We like it, but we want to think about it,” or “We like it, but it’s more than we planned to spend.” This is your cue to flip their statement so it ends on their positive feeling instead of their concern, then ask how you can help.
4. Does the But Flip work only for price objections?
   Price objections are the most common place to use it, but the But Flip can help with other concerns too—timing, brand familiarity, wanting more quotes, or internal approval. Anytime a customer gives you a “but” that mixes a positive with a negative, you can flip it to bring the positive to the end and then explore solutions together. The key is to stay calm, listen carefully, and keep your tone helpful, not defensive.
5. How can I practice this with my sales team?
   Start by role-playing real objections your team hears. Ask your reps to write down a few common “We like it, but…” statements from customers. Then, practice flipping them out loud, adding “because,” and ending with “How can I help?” You can use examples from teams at The Home Depot, Lowe’s Companies, Inc., Lansing Building Products, Stronghouse, and others as a starting point. Over time, it will start to feel natural.
6. Will using the But Flip make me sound scripted or fake?
   It doesn’t have to. The goal is not to memorize a single line word-for-word, but to understand the structure: repeat their concern, flip the “but” so you end on the positive, use “because” to connect to value, then ask how you can help. When you do this in your own words and keep your tone genuine, it sounds more like a natural, helpful response than a script. Customers in the U.S. market respond well to clarity and respect.
7. What if I use the But Flip and the customer still says no?
   That can happen—and that’s okay. The But Flip is not magic; it’s a tool to create better conversations, not guaranteed yeses. If the customer still says no, you at least leave the interaction knowing you tried to understand their concern, you reinforced the value you offer, and you gave them a chance to talk through options. That builds your skill, protects your confidence, and increases the odds they remember you positively and may come back later.