The Kate Show – Episode 286: Non-Salesly Selling Secrets for Home Pros

Host: Kate (Socialite Agency)
Guest: Kathy Pace, Sales Expert for Window Treatment & Home Design Pros
Date: July 21, 2025

Episode Overview

This episode dives deep into the world of sales for home professionals—interior designers, window treatment specialists, home stagers, and professional organizers. Host Kate is joined by seasoned sales coach Kathy Pace, who shares her signature philosophy on “non-salesy selling.” Their mission: empower home industry pros to ditch old-school sales tactics and create authentic, high-trust client relationships that drive more business—without the cringe factor.

Key Discussion Points & Insights

1. The Problem with “Salesy” Selling

[03:12] Kathy:

• Most sales training focuses on elevator pitches and closing techniques, which rarely work anymore.
• Sales should not feel forced or rehearsed. “Nobody wants to be sold to. Everyone wants genuine, heartfelt conversations, help with an expert who's empathetic…” (Kathy, 03:58)
• “Throw out everything you’ve ever learned about sales… until you do… you will always be or can be perceived as being salesy and not even know it.” (Kathy, 03:42)

2. The “Old-Fashioned” Sales Process vs. Today’s Reality

[05:32] Kathy:

• Old methods focus on price, high pressure, and generic presentations—what Kathy calls “Bro Marketing,” designed decades ago and rarely updated.
• Instead, winning sales today are high trust, highly personalized, caring, and collaborative.
• “High-tech, personalized, caring, open, collaborative communication”—these are now the game changers in sales.

3. The Power of Personalization & Listening

[09:51] Kate:

• Kate shares an experience where a window treatment pro focused solely on her unique needs, not up-selling but genuinely solving her family’s challenges.
• “TMI. Too much information leads to hesitation. It does not lead to yes.” (Kathy, 09:51)
• The best pros curate options, simplify choices, and make the client feel seen.

4. Lowering Buyer Resistance

[12:56] Kathy:

• Clients inherently mistrust salespeople; studies show only 3% trust salespeople in general.
• For designers, the word “designer” can even intimidate, adding to resistance.
• The goal should be a “low resistance, high trust sales relationship” so clients ask to buy from you, not the other way around.

5. Moving from Sales “Process” to Sales “Experience”

[15:32] Kathy:

• Instead of rigid scripts, think of the buying journey as a flexible, client-led experience that guides, not sells.
• “The art of what I'm going to call the stretch to connect…a true pro is really listening between the lines… observing.”
• Deep observation and authentic connection trump sales tactics.

6. Selling Transformation, Not Just Products

[22:01] Kathy:

• People want to buy the feeling their improved home gives—not just a new kitchen, shade, or closet.
• “Stop selling products, start selling transformations. People don’t buy the thing. They buy the feeling that comes from owning the thing.”
• Visualize and articulate “paradise” on the other side of the decision; inspire, don’t close.

7. Navigating Price Conversations (“The Elephant in the Room”)

[28:54] Kate & Kathy:

• Money talk is the hardest part for most pros.
• Don’t spring a big number at the end; “eat the elephant one bite at a time.”
• Offer budget ranges early and often, frame choices (e.g. “simple function,” “mid-range,” “high-end”).
• “No one teaches this except me!” (Kathy, 33:20)
• Giving choices helps clients feel in control and better equipped to decide.

8. Handling Resistant Spouses or Additional Decision Makers

[37:27] Kathy:

• Don’t demand everyone be present; instead, continually include the other decision maker in conversation (e.g. “What do you think Frank will think about this?”).
• This technique reduces post-appointment stalls and makes everyone feel considered.

9. Curiosity and Continuous Growth

[43:08] Kathy:

• “Curiosity is the superpower of success.”
• Even seasoned pros benefit from rethinking their approach.

10. Kathy’s Resources & Signature Programs

[43:34] Kathy:

• Offers a free blog, magazine columns, and especially her signature “Modern Sales Mastery” course with group coaching.
• Not just passive learning: small groups, live feedback, accountability, and weekly bite-sized lessons.
• “Learning to help clients is just like yoga… you don’t get into the twisted pretzel pose on the first try…”
• Free “Seven Day Sales Challenge” (bite-sized daily tips via email) for listeners.

Notable Quotes & Memorable Moments

• “Being salesy and pitching absolutely never ever works.” (Kathy, 03:17)
• “TMI. Too much information leads to hesitation. It does not lead to yes.” (Kathy, 09:51)
• “Designers walk a tightrope… you have to curate what you show to fit your unique situation.” (Kathy, 09:58)
• “We don't trust salespeople… only 3% of people think of salespeople as trustworthy.” (Kathy, 11:57)
• “There's so much psychology involved… the old sales method is easy, but it just doesn't work anymore.” (Kate, 14:48)
• “The art of the stretch to connect… most people go too fast into the design project… a true pro is listening between the lines.” (Kathy, 16:51)
• “Stop selling products, start selling transformations.” (Kathy, 22:01)
• “Money is the elephant in the room… until you can talk about it in bite-sized pieces, you’re always going to struggle.” (Kathy, 33:34)
• “Curiosity is the superpower of success.” (Kathy, 43:08)

Timestamps for Key Segments

• [03:12] Why salesy methods never work—and what does instead
• [05:32] Breaking down the old-fashioned sales process
• [09:51] How curated solutions build trust and avoid overwhelm
• [12:56] The psychology of buyer resistance
• [15:32] Creating a signature sales experience
• [22:01] Selling transformation, not just products or services
• [28:54] How to talk about price and handle sticker shock
• [37:27] Getting resistant spouses or decision makers on board
• [43:34] Kathy’s resources, courses, and the Seven Day Sales Challenge
• [51:29] Special landing page and how to access free resources

Actionable Takeaways

• Ditch scripts and hard closes: Focus on genuine connection, active listening, and personalized solutions.
• Guide, don’t sell: Help clients discover what they really want, not just what they ask for.
• Introduce money early and in small bites: Offer clear, helpful budget options throughout the process.
• Include all decision-makers organically: Keep everyone’s needs and opinions front and center.
• Invest in professional development: The industry (and clients) have changed—keep learning.

Special Offer & How to Access Kathy’s Resources

Free Seven Day Sales Challenge (with home-pro specific tips):
Go to kathypace.com/kate for a special podcast listener landing page.

Connect further:

• Kathy’s sales blog and Sales Sage Journal
• Free magazine articles, live workshop info
• Video lesson sample for those interested in her Modern Sales Mastery course

Final Thought:
The era of “selling” is over. True business growth for home pros is built on trust, empathy, and genuine collaboration—a mindset and skillset Kathy Pace makes refreshingly accessible.