Picture this: You’re sitting across from a client who seems to be talking to themselves more than you. You’re ready to close the deal, but suddenly they blurt out, “Wow, that’s a lot of money.” Your stomach drops—objection time, right? But what if it’s not? Years ago, I learned the hard (and funny) way that some objections are just random thought bubbles, not real hurdles. I’ll share how a plumber named Nate and a few cloudy Fridays in Sacramento taught me that the simplest path to a sale sometimes means doing absolutely nothing when others expect you to jump. Welcome to the unpredictable art (and occasional science fiction) of sales conversations. This HVAC Sales Advice may be controversial but you need to hear it.
1. Sales Communication Styles: More Than Just Words
In sales, what you say is only half the story. The way you communicate—your style, your tone, and how you respond to clients—can be the difference between closing a deal and losing a prospect. Understanding sales communication styles is essential, especially when you realize that not every client processes information the same way. Some are expressive, some are reserved, and many fall somewhere in between. Recognizing these differences early can help you adapt your approach and avoid common mistakes, like confusing a client’s thought process for a real objection.
Expressive vs Reserved: The Two Ends of the Spectrum
Every client brings a unique personality to the table, but most fall into two broad categories: expressive and reserved. Knowing where your client sits on this spectrum is the first step in mastering sales psychology behavior.
- Expressive Clients: These individuals are open, talkative, and often think out loud. When you present ideas, prices, or strategies, they may react immediately—sometimes with excitement, sometimes with skepticism. But here’s the key: “Sometimes it’s their inner voice that’s speaking that you hear and it’s not really an objection.” Expressive clients process information by verbalizing their thoughts. They might say things like, “That’s a bit higher than I expected,” or “I’m not sure if this fits.” Don’t jump to defend your offer or counter every comment. Often, they’re just working through their own decision-making process.
- Reserved Clients: On the other end, reserved clients are quiet, reflective, and prefer to process information internally. They may listen intently but offer little feedback during your presentation. This doesn’t mean they’re uninterested or disengaged. Instead, they need time to think things through. With reserved clients, concise messaging and patience are your best tools. Give them space to digest information and avoid pushing for immediate responses.
Everyone in Between: The Hybrid Communicators
Not every client fits neatly into the expressive or reserved category. Many people display a mix of both, depending on the situation. For example, a client might be reserved when discussing budget but expressive when talking about features they care about. Recognizing these shifts is a sign of advanced communication style adaptation. Pay attention to verbal and nonverbal cues, and adjust your approach accordingly.
Why People Talk: Processing, Connecting, or Not at All
Understanding sales communication styles isn’t just about labeling clients. It’s about recognizing why people communicate the way they do:
- To Process: Expressive clients often talk to process their thoughts. Their verbal reactions are part of their decision-making. If you mistake these for objections, you risk over-explaining or defending your offer unnecessarily.
- To Connect: Some clients, regardless of their main style, use conversation to build rapport. They may ask questions or share stories. For these clients, connection is as important as the facts.
- To Observe: Reserved clients may not talk much at all. They prefer to listen, observe, and reflect. Silence isn’t rejection—it’s just their way of processing.
Sales Communication Styles: Emphatic, Factual, Analytical, and Expressive
Beyond expressive vs reserved, sales professionals often encounter four main communication approaches:
- Emphatic: Focused on feelings and relationships. They value empathy and understanding.
- Factual: Prefer clear, concise information and straightforward answers.
- Analytical: Want data, logic, and detailed explanations.
- Expressive: Like to brainstorm, share ideas, and discuss possibilities.
Adapting your style to match your client’s preferred approach is a cornerstone of sales psychology behavior. For example, with analytical clients, provide data and logic. With emphatic clients, focus on building trust and rapport.
Wild Card: If Cats Were Salespeople, Which Communication Style Would They Use?
Imagine for a moment that cats were salespeople. Would they be expressive, reserved, or something else entirely? Most likely, cats would fall into the reserved category—watchful, observant, and selective with their communication. They’d let you do the talking, process everything internally, and only respond when they’re truly interested. It’s a playful reminder that not every client will engage on your terms, and sometimes, the smartest move is to let them come to you.
Sometimes it’s their inner voice that’s speaking that you hear and it’s not really an objection.
Recognizing and adapting to different sales communication styles is more than just a soft skill—it’s a strategic advantage. By tuning into whether your client is expressive, reserved, or somewhere in between, you can avoid rookie mistakes and build stronger, more productive relationships.
2. The Secret Art of Ignoring Non-Objections (And When to Take a Leap of Faith)
Not Every Resistance Is an Objection: How to Separate Internal Monologues from Real Issues
One of the most overlooked sales techniques is understanding that not every client statement is a true objection. In fact, many sales professionals misinterpret what they hear, confusing a client’s internal monologue with a real concern. This is especially true when working with expressive personality types—those clients who tend to “think out loud.” They might say, “That’s a lot of money,” or “I need to think about it,” but these comments are often just verbalized thoughts, not genuine client objections in sales.
As you hone your sales communication effectiveness, remember: “And sometimes sales people will confuse us and say it’s an objection when it’s not.” Recognizing this distinction is crucial. If you react to every passing comment as if it’s a roadblock, you risk derailing the conversation and losing momentum.
Why Sales Techniques Must Adapt to Personality Types
Sales techniques personality awareness is key. Some clients process information quietly, while others vocalize every thought. When you meet with someone who is constantly talking, correcting, or reacting, understand that their comments are often directed at themselves, not you. They’re working through their decision out loud. If you treat every statement as a formal objection, you’ll end up chasing shadows and possibly talking yourself out of a sale.
Consider this: as a sales professional, you might have hundreds of appointments each year. In contrast, the average client makes a major purchase only three to five times annually. This means you’re trained to spot patterns, but clients are simply navigating an unfamiliar process. Their verbalized doubts are often just part of their natural decision-making.
Storytime: Nate the Plumber, the Water Heater, and the Vanishing Objection
Let’s bring this to life with a real-world example. Nate, a plumber, once faced a classic scenario. He was in a client’s home, discussing a new water heater. The client blurted out, “I’ve got to think about it,” or maybe, “That’s a lot of money”—the exact phrase is lost to time. Nate remembered his sales training, which emphasized not to jump at every comment.
Instead of launching into a defensive explanation or offering discounts, Nate simply replied, “Yeah, completely understand, let’s get it done anyway.” To his surprise, the client agreed, and the sale closed smoothly, without further resistance. Nate later shared, “The guy bought from me without any more objections.” This story highlights how sometimes, the smartest move is to ignore what sounds like an objection and proceed confidently.
Practical Tip: Sometimes Ignoring a Comment Leads to a Smoother Close
- Listen Actively, but Don’t Overreact: When a client voices a concern, pause and assess whether it’s a true objection or just a passing thought. If it’s the latter, acknowledge it briefly and move forward.
- Recognize Personality Patterns: Expressive clients often talk to process information. Don’t let their verbal stream derail your pitch. Stay focused on your process.
- Don’t Give Weight to Every Statement: As the source material notes, “Sometimes what happens is you give weight to these ideas and concepts and strategies, and they were never meant to be a concern.”
- Move to the Close with Confidence: If you sense the client is simply thinking out loud, proceed to the close as if no objection was raised. Many times, they’ll follow your lead.
When to Take a Leap of Faith
There’s an art to knowing when to address a concern and when to let it pass. If a client’s comment is vague, non-committal, or simply a verbalized thought, don’t be afraid to move forward. As the story of Nate demonstrates, taking a leap of faith can lead to a smoother, more effective close.
Of course, this doesn’t mean ignoring genuine concerns or ethical boundaries. Never take advantage of a client’s confusion or uncertainty. The goal is to distinguish between real client objections in sales and mere conversational noise, ensuring your sales communication effectiveness remains high.
And sometimes sales people will confuse us and say it’s an objection when it’s not.
Mastering this secret art will help you close more deals, build stronger relationships, and avoid the common pitfall of misinterpreting your client’s thought process.
3. Building Rapport: Listening, Mirroring, and the Power of Just Being Normal
When it comes to building rapport with clients, most sales training focuses on scripts, objection handling, and closing techniques. But the real secret to sales communication effectiveness lies in something much simpler: being genuinely present and matching your client’s style. If you want to master building rapport clients will actually respond to, you need to listen actively, mirror their communication, and—sometimes—just be normal.
Let’s start with a truth that’s easy to forget:
‘You as somebody who’s selling something, you have a couple hundred appointments a year. The average consumer buys something big three to five times, maybe a year.’
This means your client is likely less comfortable and more cautious in the sales conversation than you are. They’re not looking for a performance; they’re looking for someone who “gets” them.
Why Mirroring Builds Instant Trust
One of the fastest ways to build rapport with clients is to mirror their communication style. This doesn’t mean copying their every word or gesture, but rather tuning in to how they express themselves. Are they analytical and precise, or casual and conversational? Do they speak quickly, or take their time? By matching their pace, tone, and even their choice of words, you signal that you’re paying attention and that you respect their way of communicating.
This subtle form of active listening is powerful. It helps the client feel understood and safe, which is the foundation of trust. When you reflect their style, you lower their guard and make it easier for them to share their real concerns—if they have any. If you miss these cues and plow ahead with your own agenda, you risk coming across as tone-deaf or pushy, which instantly erodes trust.
Active Listening: Sometimes, Silence Wins
Active listening skills are the backbone of sales communication effectiveness. But it’s not just about nodding and repeating what the client says. Sometimes, the most effective thing you can do is let the client talk themselves out of a concern.
Consider this: a client might make a statement that sounds like an objection, but is really just them thinking out loud. For example, if they say, “It’s Friday, it’s cloudy, and the sun’s out over there,” they’re not giving you an objection to solve—they’re just sharing information. If you jump in and try to “fix” it, you risk turning a non-issue into a problem. As the source material notes, “You’re turning something into an objection that’s not really an objection. They’re just thinking out loud.”
This is where your active listening skills come into play. Instead of reacting to every statement, pause and observe. Is the client truly concerned, or are they just processing? Sometimes, the best rapport comes from simply being present, not performing. Let the client fill the silence. You might be surprised at how often they resolve their own doubts without you needing to intervene.
The Power of Just Being Normal
Here’s a wild card: what if your client just wants to talk about the weather? It might seem irrelevant, but these small, neutral exchanges are actually a key part of building rapport with clients. They show that you’re human, approachable, and not just there to make a sale.
Scott’s example of mentioning the Friday weather isn’t just idle chatter—it’s a reminder that not every statement needs a response. Sometimes, sharing a simple observation or engaging in a bit of small talk is enough to make the client feel comfortable. It’s about matching their energy and showing genuine interest in them as a person, not just a prospect.
Conclusion: Rapport Is Simpler Than You Think
In the end, building rapport with clients isn’t about mastering complicated techniques or memorizing scripts. It’s about listening, mirroring, and being authentically yourself. Pay attention to how your clients communicate, let them express themselves without jumping to conclusions, and don’t underestimate the power of a normal, human conversation. When you approach sales with genuine curiosity and respect, you’ll find that objections become less frequent—and trust becomes your greatest asset.
TL;DR: Sales conversations are rarely straightforward—sometimes the smartest response is no response at all. Learn to spot real objections, ignore harmless noise, and relate to your clients as actual humans. Bonus tip: Your next deal might hinge on recognizing non-objections in disguise.
