The 5 Questions That Reveal Your Customer’s Buying Code
The 5 Questions That Reveal Your Customer’s Buying Code
by Joe Crisara, America's Service Sales Coach
Last winter, a service technician named Alex went on a call for a “broken furnace.”
It was an easy diagnosis - a failed control board. But instead of jumping straight into pricing, Alex paused and asked...
“Who first noticed the problem?”
and then...
“What was that like when it happened?”
The homeowner’s eyes welled up. Her son had asthma, and the cold air made it hard for him to breathe.
In that moment, Alex realized something powerful - he wasn’t just fixing a furnace.
He was protecting a child’s health.
That’s when everything changed.
He stopped selling repairs and started restoring peace of mind.
The Shift From Technical to Emotional Diagnosis
Most contractors are trained to diagnose broken parts.
But the best service professionals go further — they diagnose people.
A $10,000 furnace isn’t just heating air. It’s keeping someone’s family warm.
A $15,000 water filtration system isn’t just purifying water. It’s protecting someone’s health.
People don’t buy products or repairs. They buy peace of mind for the people they love.
The 5 Questions That Reveal the Buying Code
Use these questions during your walkthrough or conversation with the client.
How many people are using the system?
This shows how wide the impact really is.
Who found the problem or called us out?
That person has the strongest emotional attachment to getting it resolved.
What did that person say when they discovered the problem?
This gives you the emotional tone of the situation.
What did other people say?
Now you see how the issue affects everyone else.
What was that like?
This helps the client reflect emotionally - without directly asking, “How do you feel?”
Turning Emotion Into Connection
When you ask these questions with genuine curiosity, two things happen:
✅ The client reflects emotionally — activating the 99% of their buying decision.
✅ You get the exact words to echo back when you present solutions.
Example: “We created this top option so your family doesn’t have to go through that stress again. It’s designed to help Jeff avoid anxiety and give Amy peace of mind for school mornings.”
Now you’re no longer offering a repair - you’re offering relief, safety, and peace.
Why This Works
When people feel understood, they trust you.
And when they trust you, they buy from you.
Pure Motive Service isn’t just about technical skill — it’s about human connection.
Diagnosing emotion is the most important part of the job.
Take It Further
Want to learn how to use these 5 questions to uncover your client’s emotional buying codes?
Join the MVP Club and get access to Lesson 19: Be On Code - The 5 Questions That Reveal the Buying Code, plus 51 other lessons that walk you step-by-step through the What Should We Do? system.
Or, if you’d like to start at your own pace -
Get the Book “What Should We Do?” by Joe Crisara and begin learning the Pure Motive Service system today.
