For Anyone in the Trades Who Wants to Become a True Advisor — Not a Pitchman Most people in the trades were never taught how to communicate in a way that lowers resistance, builds trust instantly, and gets customers to open up. We’re taught how to fix things — but not how to guide people through decisions about problems they don’t fully understand. Two books fixed that for me: 📘 1. Socratic Selling — Kevin Daley This book teaches you how to ask questions in a way that gets the customer to discover the truth for themselves — instead of you pushing it on them. It helps you: - Lower emotional resistance - Guide conversations instead of “driving” them - Pull people into agreements instead of pushing - Create clarity for customers who are stressed or confused - Position yourself as the calm problem-finder, not the “sales guy” If you work in a field where people are calling you during stressful situations (plumbing, HVAC, electrical, garage doors, roofing, etc.), this style of communication is a cheat code. 📘 2.The Trusted Advisor — David H. Maister, Charles H. Green & Robert M. Galford This book reframes what it means to be a professional in the service world. It breaks down how trust is built — both logically and emotionally: - Credibility - Reliability - Intimacy - And the one most techs struggle with: lowering self-orientation This book shows you how to stop thinking like a contractor and start operating like a real advisor. When you combine this with a question-based approach (like Socratic Selling), customers view you as the expert — and buying decisions become simple. 🔥 Why I’m Sharing This If you’re in the trades, communication matters more than tools. The right words can: - Calm a panicked homeowner - Increase your close rates without pressure - Reduce objections - Help people want the right solution - Make your day 10× easier