The Secret to Closing More Service Sales? Affordability with Financing

Featuring Seth Ure of GoodLeap | As Heard on the Service MVP Podcast

In today’s economy, offering financing isn’t optional—it’s essential. On this episode of the Service MVP Podcast, America’s Service Sales Coach Joe Crisara sits down with Seth Shore of GoodLeap to reveal why the best ability in sales is affordability.

With equipment prices rising, utility costs soaring, and customer savings shrinking, Seth and Joe dive into the real reason top contractors close more deals: they lead with flexible financing options that turn sticker shock into a simple monthly investment.

Whether you’re running a growing HVAC, plumbing, solar, or electrical business, this episode is a must-listen—and this blog post breaks it all down.

Why Affordability Wins: The Rise of Financing in Service Sales

The average HVAC system has nearly doubled in cost in the last four years—from $7,800 to over $15,000—and premium solutions easily stretch beyond $30,000.

“When you’re offering ductless solutions, full home air purification, or energy-efficient upgrades, the average ticket can hit $30K+,” Joe says. “And no one’s pulling that out of their wallet.”

Yet many contractors still treat financing like an afterthought instead of a powerful sales accelerator.

Seth puts it simply:

“The top 10% of contractors are responsible for 90% of all financed jobs. Are they big because they offer financing—or did they get big because they made it easy for customers to say yes?”

From Afterthought to First Offer: Sales Coaching Best Practices

What NOT to Do:

• Wait until the client hesitates to mention financing

• Assume someone’s neighborhood or appearance indicates financial readiness

• Offer confusing or overly complex financing options

What TO Do:

• Present financing as the default: Normalize it early in the conversation

• Use soft credit pre-approvals: “In 3 minutes we can see what you qualify for—won’t touch your credit.”

• Offer it on every call: Even on the phone before a tech is dispatched

“If you’re not offering financing, you’re always on deck—but never up to bat,” says Seth.

Popular Financing Options That Close Deals

Whether you’re offering sales and service training, customer care upgrades, or energy-efficient installs, clients will always ask: Can I afford this? Here's how to answer:

Option 1: 12-Month No-Interest (Cash Buyer)

• Great for 20–25% of customers who plan to pay in full

• Offers short-term flexibility with no cost

• Only a 5.5% dealer fee

Option 2: 15-Year 12.99% (Monthly Payment Buyer)

• No dealer fee

• Beats most credit card rates

• Easy approval process

Option 3: 15-Year 9.99% (Best Value)

• Just a 7.25% dealer fee

• Provides ultra-low monthly payments

• Perfect for full HVAC upgrades and whole-home solutions

“People buy the best they can afford,” Seth says. “When you spread a premium solution over time, the upgrade is just $15–$30 more a month.”

Why Customers Say "No" (Even When They Want to Say Yes)

When clients say:

• “I need to talk to my spouse.”

• “I want to get more bids.”

• “I need to think about it…”

They’re often masking the real issue: They don’t think they can afford it.

By offering customer service sales training and using a script like this:

“Mr. Smith, in just 3 minutes we can check your pre-approval—won’t touch your credit. Want to do that real quick to make things easier?”

…you eliminate the fear and give them the dignity of choice without judgment.

Want to take your service sales to the next level? Join the Service MVP Club and get expert-guided, self-paced training with weekly live coaching from Joe Crisara. Click here to learn more: Service MVP Club

Affordability = Confidence = More Sales

When homeowners get hit with a price they weren’t expecting, their self-esteem drops. And as Joe explains:

“People with low self-esteem don’t treat themselves to premium solutions.”

By offering financing as your primary sales tool, you preserve their confidence and keep the focus on the benefits—not the price tag.

This is where top-performing companies use sales coaching certification programs, sales seminars, and in-person sales training to instill confidence in their teams and scale their close rates.

Pro Tips for Contractors: Make Financing Easy

✔ Pre-select 3 go-to loan options for every job
✔ Train your techs and sales reps with GoodLeap's support
✔ Use it for repairs too—anything over $1,000 can be financed
✔ Normalize financing from the first call

GoodLeap even provides virtual sales coaching, team onboarding, and custom sales training seminars for contractors and distributors.

Real Results: From $1.7M to $5M in One Year

Seth shares a powerful story of a contractor in Alabama who increased sales from $1.7 million to over $5 million in just 18 months—just by leading with affordability and financing options.

That’s the kind of sales performance coaching that transforms businesses.

Ready to Make Financing Work for You?

???? Reach out to Seth Shore: sure@goodleap.com
???? Talk to your GoodLeap territory manager
???? Ask your distributor: “Do we have any special financing buy-downs?”

Or, if you’re ready to start offering sales and customer service training, business growth workshops, or sales coaching services through Service MVP…

???? Join the MVP Club – Just $99/month

Final Thought: The Best Ability Is Affordability

If you're looking for:

• Customer service training companies

• Top sales training seminars

• Sales coaching companies

• Sales e-learning tools

• Business development workshops

...then affordability should be your foundation. As Joe says:

“Your techs put in the same energy whether it’s an economy box or a premium install. Why not give customers the option to get what they really want?”

With the right sales training guide, mindset, and financing options in place, your business doesn’t just grow—it scales.