In a recent episode of And So It Flows, Kristen Bayles sat down with Nexstar Network master trainer Blake Turner to unpack one of the most misunderstood concepts in the trades: upselling.

Listen to the full episode

For many contractors, upselling carries a negative reputation; often associated with pushy sales tactics that feel out of place in a service-driven industry. But, as Blake explained, that perception is rooted more in language than reality.

Rather than viewing upselling as selling, Blake reframes it as simply “letting people buy things.” The conversation focused on shifting the mindset from pushing products to presenting options; giving homeowners visibility into solutions they may not even know exist.

A key theme throughout the discussion was the knowledge gap between contractors and customers. While technicians are familiar with products like recirculation pumps or leak detection systems, most homeowners are not. By introducing these options in a helpful, non-pushy way, contractors can improve both the customer experience, and the value of the job.

The episode also explored buyer psychology, emphasizing that customers are more motivated by improvements to comfort, convenience and peace of mind than by technical fixes alone. As Blake noted, “people don’t want drill bits; they want the hole.”

Another major takeaway was the importance of communication. According to Blake, strong communication — not sales tactics — is what ultimately drives results. By asking better questions and allowing customers to identify their own needs, technicians can create a more collaborative and less transactional experience.

The conversation also touched on company culture, with Blake cautioning against over-reliance on sales competitions or performance metrics. Instead, he encouraged contractors to focus on building a culture centered on communication and consistency, where upselling becomes a natural outcome rather than a forced objective.

Ultimately, the conversation reinforced a simple idea: upselling, when done correctly, isn’t about selling more; it’s about serving better.