The Power of Word Choice: How It Impacts Growth, Customer Experience, and Sales in the Home Services Industry

Patrick McFadden
3 min readJul 23, 2023

In the competitive landscape of the home services industry, success hinges not only on the quality of work provided but also on effective communication.

The words we choose to convey our messages can have a profound impact on growth, customer experience, and ultimately, sales. As professionals, understanding and harnessing the power of word choice can be the key to building lasting relationships with clients and driving business success.

Let’s delve into how specific word choices can make a significant difference in our interactions:

1. Shifting from “Most Expensive” to “Top of the Line”

When discussing products or services with potential clients, we often encounter questions about pricing. Instead of presenting something as “the most expensive” option, we can rephrase it as “top of the line.”

This subtle adjustment reframes the conversation, emphasizing the premium quality and exclusivity of the offering. It helps clients see the value they can gain from investing in top-notch products or services rather than fixating solely on the price.

2. From “You Need Financing” to “Have You Heard About Our Promotions?”

Bringing up financing can be a sensitive topic for some clients. To make it more approachable, we can opt for a more inviting approach by asking, “Have you heard about our promotions?”

This not only piques interest but also positions financing as an attractive opportunity rather than a necessary burden. By choosing our words carefully, we can create a positive association with financing options and encourage clients to explore them further.

3. Transitioning from “Sign the Contract” to “Okay the Paperwork”

The phrase “sign the contract” may sometimes evoke feelings of commitment and apprehension. To ease these concerns, we can reframe it as “okay the paperwork.”

This more amicable language conveys a sense of agreement and cooperation, making clients feel more at ease during the contracting process. By reducing resistance to the paperwork, we streamline the customer experience and move towards closing deals more smoothly.

4. Emphasizing “Most Economical” over “The Cheapest”

While affordability is a crucial factor for many clients, focusing solely on being “the cheapest” might imply a compromise in quality.

Instead, we can highlight our offerings as “the most economical” choice, underscoring the balance between cost-effectiveness and quality. This word choice assures clients that they are making a smart investment without sacrificing value.

5. Reinforcing “Top of the Line” for Premium Offerings

As we’ve seen in previous examples, the phrase “top of the line” plays a prominent role in our word choices. Its impact goes beyond just presenting premium offerings; it establishes a positive and aspirational brand image.

By consistently using “top of the line” to describe our best products or services, we create a perception of excellence and exclusivity, elevating our brand and driving growth.

In conclusion, word choice is a powerful tool that significantly influences growth, customer experience, and sales in the home services industry. By selecting words that focus on value, benefits, and the customer’s needs, we establish trust, build rapport, and foster long-term relationships with our clients.

As professionals, it’s essential to understand the nuances of language and its impact on perceptions. By leveraging the art of word choice, we can enhance our communication strategies, elevate our business, and create exceptional experiences for our valued clients.

So let’s be mindful of the language we use, as every word we speak has the potential to shape the future of our business and make a lasting impression on those we serve.

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Patrick McFadden

Small Business Marketing Consultant // CEO of @indispmarketing // I install a marketing process to increase visibility, grow revenue & make your phone ring