Stop Selling, Start Translating: A New Playbook for the Trades
Technology and AI will continue transforming the trades industry, from diagnostics to scheduling and predictive maintenance. However, technology will not replace the human side of the business.
According to Kevin Strandberg of BWS Plumbing, Heating & Air Conditioning, one of the most overlooked skills in the trades today has nothing to do with technical ability and everything to do with communication.
Strandberg recalls a moment that reinforced this belief for him. Two technicians at BWS handled nearly identical service calls on the same day involving failed condensate pumps on high-efficiency furnaces. The diagnosis, parts, and pricing were virtually the same. Both systems were repaired successfully. Yet the customer outcomes could not have been more different. One homeowner left a five-star review and later called the company back for additional services. The other left frustrated, saying they still did not understand what had happened in their basement.
For Strandberg, the difference was not the repair itself. It was the conversation.
The Industry’s Other Skills Gap
Strandberg believes the trades industry spends significant time training technicians on technical competencies like diagnostics, installation, and troubleshooting, but far less time teaching them how to communicate with homeowners. In today’s environment, that gap matters more than ever.
He notes that modern homeowners are informed, but cautious. Many have already researched their issue online before a technician arrives. They may have watched videos, read forums, or looked up part prices, even if the information is incomplete or inaccurate. At the same time, many homeowners are skeptical because of stories they have heard about overselling or surprise pricing in the home service industry.
Why Today’s Technicians Need to Be Translators
According to Strandberg, the technicians who succeed are not the ones trying to “win” conversations with homeowners. They are the ones who can guide customers through the situation clearly and honestly. He describes the best technicians as translators.
In his view, translator-technicians focus on three key things:
- Explaining What’s Wrong
- The best technicians avoid unnecessary jargon and help homeowners understand what is actually happening with the system in simple, relatable language.
- Explaining Why It Matters
- Customers need to understand the potential consequences of ignoring the issue, whether it impacts comfort, efficiency, safety, or long-term system performance.
- Explaining the Available Options
- Rather than pushing a single solution, strong communicators walk homeowners through realistic options and tradeoffs so they can make informed decisions.
Communication Directly Impacts Business Growth
Strandberg emphasizes that communication is not just a customer service issue. At BWS, the company has seen direct business impacts from stronger communication.
Technicians who communicate clearly tend to generate more reviews, reduce callbacks, increase customer trust, and create stronger long-term relationships. Strandberg says some technicians with average technical skills consistently outperform elite diagnosticians because customers feel informed and comfortable making decisions.
From Fixer to Trusted Advisor
Strandberg believes the industry is undergoing a larger identity shift as well. Traditionally, technicians were trained to see themselves as fixers whose job ended when the repair was complete.
He argues that the future belongs to technicians who see themselves as advisors, helping homeowners make informed decisions about their homes and comfort systems. That shift, he says, is what creates repeat customers, referrals, maintenance memberships, and long-term business growth.
Simplicity Is a Sign of Expertise
For Strandberg, simplicity is also a mark of expertise. He believes the best technicians are the ones who can explain complex HVAC or plumbing issues in language a homeowner immediately understands.
Whether through analogies, sketches, or simple visuals, he sees communication as a technical skill that should be practiced and refined just like any mechanical task.
Why BWS Invests in Communication Training
At BWS, that philosophy has led to more intentional communication training for technicians, including role-playing real homeowner conversations rather than relying solely on traditional sales or technical instruction.
Strandberg believes companies that prioritize communication training will create a competitive advantage that is difficult to replicate because customer experience often matters just as much as the repair itself.
The Future of the Trades Is Still Human
Looking ahead, Strandberg believes technology and AI will continue transforming the trades industry, from diagnostics to scheduling and predictive maintenance. However, he does not believe technology will replace the human side of the business.
“When homeowners are facing an expensive or stressful repair, they still want someone they trust to explain the situation honestly and clearly,” Strandberg says. “The most valuable technicians in the future will not just be the ones who can fix the problem. They’ll be the ones who can help homeowners truly understand it.”
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