Cracking the Code: The Hidden Reason Customers Say “I Need to Think About It”
Cracking the Code: The Hidden Reason Customers Say “I Need to Think About It”
by Joe Crisara, America's Service Sales Coach
Last month, I was doing Call-by-Call Performance Training with a great team up in Minnesota.
One of their technicians had just wrapped up what looked like a textbook presentation. He’d diagnosed the system perfectly, offered clear visuals, and presented three well-structured options.
But when he finished, the homeowner paused and said the words no tech wants to hear: “I just need to think about it.”
The tech looked at me, frustrated. He’d done everything right, or so he thought. So I asked him, “What did she say earlier in the call?”
He thought for a moment and replied, “She mentioned her mom was moving in next week and she’s been trying to get the house ready.”
There it was.The buying code.
This call wasn’t about HVAC. It wasn’t about efficiency.
It was about her mom’s comfort and peace of mind.
When we reframed the presentation around...
“Let’s make sure your mom feels comfortable and safe when she moves in”
...everything changed. She didn’t just say yes, she thanked him.
What’s a Buying Code?
A buying code is the emotional or situational driver behind every decision your client makes.
It’s the “why” behind the “what.”
There are two main types:
1️⃣ Emotional Codes — words that reveal how your client feels.
“I’m stressed.” “I’m worried.” “I’m frustrated.”
2️⃣ Situational Codes — clues about what’s going on in their life.
“My mom’s moving in.” “We’re leaving for vacation.” “I work from home.”
When you find the code, you stop sounding like a salesperson and start sounding like a trusted advisor — someone who gets it.
Why It Matters
People don’t buy based on your technical expertise.
They buy based on how your solution will impact their comfort, safety, and peace of mind.
If you speak their code, you instantly build trust.
If you miss it, you risk sounding tone-deaf — even with the perfect solution.
How to Use the Code
Once you identify your client’s emotional or situational code, you can:
Frame your presentation around what matters most to them
Title your option sheets using their own words
Help them emotionally justify choosing your best solution
Example:
“John and Susan, I created your Stress-Free System Upgrade because I don’t want your family feeling trapped in the garage again while trying to get the kids to school.”
When your client hears their emotion reflected back in your solution, they feel heard — and that’s what builds trust faster than any price drop ever could.
Your Challenge This Week
Before your next five calls:
Listen for emotional words.
Watch for situational clues around the home.
Write down what you observe.
Use those insights to personalize your options.
You’ll be amazed how quickly your close rate rises when you start solving what people feel, not just what they need.
Ready to Go Deeper?
Join me inside the MVP Club, where we break down real service calls, uncover emotional buying codes in action, and teach you how to use them to guide every client toward the best solution, with trust, not pressure.
