In any service-based business, success often comes down to one simple skill: understanding the customer. While many businesses focus on selling products or closing deals, the real opportunity lies in seeing the world through your client’s eyes.
That is the core message of Richard Terry, a veteran kitchen and bath remodeling expert with nearly 50 years of experience. His approach offers valuable lessons not only for contractors and designers, but for anyone who works directly with clients.
Start Before the First Meeting
Most people think the sales process begins during the consultation. Richard believes it starts much earlier.
Before meeting a new client, he sends a questionnaire designed to uncover their needs, preferences, and expectations. This allows him to walk into the first meeting with valuable insight instead of starting from zero.
Whether you run a remodeling business, marketing agency, or consulting service, the lesson is clear:
The more you know before the first conversation, the better that conversation becomes.
Ask Better Questions
Many business owners ask weak questions like:
- Do you like this?
- Is this what you want?
- Does that work for you?
These questions often lead to short, surface-level answers.
Instead, Richard recommends open-ended questions such as:
- Why are you planning this project?
- How do you plan to use this space?
- What’s most important to you—looks, function, or organization?
Questions like these reveal motivation, priorities, and emotional drivers.
Sell Outcomes, Not Features
One of the most powerful questions Richard asks is:
“How will completing this project improve your life?”
That question changes everything.
Suddenly, the conversation is no longer about cabinets, countertops, or square footage. It becomes about hosting family gatherings, reducing daily stress, enjoying home life, or feeling proud of the space.
Customers rarely buy features alone. They buy the result those features create.
Understand Budget Without Fear
Many clients hesitate to discuss budget because they fear being oversold. But avoiding the topic wastes time for everyone.
Richard approaches budget conversations as a way to align expectations. If someone wants a luxury renovation with an unrealistic budget, it’s better to address that early and honestly.
Transparency builds trust.
Qualify Readiness Quickly
Another smart tactic he uses is asking clients to rate their readiness from 1 to 10.
- 1 = just exploring
- 10 = ready to begin now
If someone says 6, the follow-up question is simple:
“What needs to happen to get you to a 10?”
This uncovers objections, delays, and decision barriers immediately.
The Bigger Lesson for Every Business
You may not remodel kitchens, but these principles apply everywhere:
- Learn about clients before the meeting
- Ask deeper questions
- Focus on outcomes
- Discuss constraints honestly
- Understand readiness to move forward
When you stop focusing only on what you sell and start focusing on what the customer sees, your business changes.
Final Thought
The best businesses don’t just provide services. They understand people.
If you want better clients, smoother sales, and stronger referrals, start by asking better questions—and seeing what your customers see.
Check out the 5 minute presentation here: Seeing What Your Customers See: The Secret to Better Client Relationships – YouTube
Richard Terry
Accolade Kitchen & Bath
Owner
richard@accoladekb.com
314-997-2284 (Business)
314-458-3397 (Mobile
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