Episode 22 - Profit, Pressure & the Ethics of Selling
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Episode 22 - Profit, Pressure & the Ethics of Selling
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Every contractor wants to close more work. But where’s the line between becoming a better salesperson and manipulating a customer?
In this episode of Contractor Truth, Jon tackles one of the uncomfortable questions in sales: Just because you can sell it… should you?
We dig into the difference between persuasion and manipulation, legitimate urgency versus manufactured pressure, selling premium options customers may want but don't necessarily need, and the ethical problems that can arise when commissions influence recommendations.
We also tackle some tougher questions: How much profit is too much? Do contractors have a greater responsibility when dealing with vulnerable or uninformed customers? Does the customer carry some responsibility for their own buying decisions? And when should a contractor simply refuse to make the sale?
Being ethical doesn't mean being bad at sales — and making a healthy profit doesn't make you greedy.
The goal is to become extremely good at selling while building a company customers can genuinely trust.
Sell confidently. Protect your margins. Make good money. But make sure you're proud of how you made it.