The One Skill That Closes Big Drain Jobs—Without Selling Hard

Ever notice how some service professionals can walk into tense situations and instantly change the entire mood? There's a secret behind this superpower, and it comes from an unexpected source: FBI hostage negotiation tactics.

Imagine having the ability to defuse customer frustration, overcome price objections, and build instant trust—all by saying a few simple words and then staying silent. This transformative communication technique called "labeling" was perfected by Chris Voss, the FBI's former lead international hostage negotiator, and it works just as effectively in crawl spaces and kitchens as it does in crisis situations.

At its core, labeling is deceptively simple: you calmly acknowledge what the other person seems to be feeling without judgment. "It sounds like this has been frustrating" or "It seems like you want to make sure this investment makes sense." These neutral observations create an immediate connection that bypasses defensiveness and opens the door to real conversation. The magic lies in what happens next—you pause and let silence do the work. That space allows customers to feel heard and naturally share more information about their concerns.

This technique isn't just for difficult customers. Use it with your team, your boss, or anyone you need to communicate with more effectively. When people feel understood, everything changes. Shoulders relax, trust builds, and suddenly you're not just another contractor—you're a trusted advisor who gets it. That's when customers approve bigger jobs, choose premium options, and become loyal advocates for your business.

Ready to transform your customer conversations? Try labeling in three interactions this week. Notice moments of tension, use one of the magic phrases, and then embrace the pause. You'll be amazed at how this simple FBI technique can elevate your communication, reduce stress, and ultimately help you close more deals. The calmest person in the room is always the most powerful—and labeling is your path to becoming that person.

Chapters

• 0:00 Introduction to Labeling Technique
• 3:45 How Labeling Works in Practice
• 8:00 Common Emotions and Labeling Examples
• 11:47 Handling Price Objections With Labeling
• 14:28 Labeling Inside Your Company
• 17:34 Taking Action and Final Thoughts

Transcript

Corey Berrier: 1:00

Welcome to the Successful Life Podcast. What's up y'all? I am Corey Berrier, I'm your host, and today's episode is packed with real-world strategies that will change the way you communicate with customers, whether you're in a crawl space, the truck or at a kitchen table explaining a repair. Today we're gonna dive in to a world-class technique from one of the greatest negotiators of all time, chris Voss. If that name sounds familiar, well, it's because Chris was the lead international hostage negotiator for the FBI. And the tool we'll be covering today labeling.

Corey Berrier: 1:51

Now, don't worry, this isn't some corporate script or therapy trick. Labeling is tactical, it's proven and it will help you close more jobs, reduce tension with tough customers and build trust in seconds. Let's dive in. So what is labeling and why does it work? Why does it work in the field? Well, let me break it down.

Corey Berrier: 2:23

Labeling is when you call out what the other person seems to be feeling in a calm, neutral, nonjudgmental way. You're not agreeing and you're not disagreeing. You're not fixing anything, fellas. You're just naming what's going on emotionally. And when you do that, something powerful happens. The customer feels seen, the emotional pressure drops and they become more open to hearing your solution. So here's a real example. So imagine you show up late to a call, the homeowner is clearly irritated and I know every single person listening to this in the trades has had this happen. We've all shown up late. We've all had homeowners that were clearly irritated. Now you could say Sorry, dude, traffic was a mess, but here's a better move. It sounds like Excuse me, it sounds like this has been frustrating. You're not blaming anybody, you're just showing you see how they feel, and that opens the door to problem solving. So the three magic phrases to use when labeling it seems like it sounds like. It looks like these phrases are completely neutral. They're soft on delivery, with a powerful impact in the end.

Corey Berrier: 4:28

Avoid saying I think you are or I think you're. You are Like I think you're upset. You are upset, right. You're accusing that person of being that thing. Why? Because those sound judgmental, and judgment triggers defensiveness. When somebody's already on the edge, the last thing they want to feel is labeled in a negative way. So instead of saying you're mad, try. It sounds like this didn't go how you expected. Saying it like that shows empathy without making the customer feel wrong. It sounds like this didn't go how you expected. That version. Again, that version sounds. I mean it shows empathy without making the customer feel wrong. Nobody wants to feel wrong, and so how you can use this and I just did a training on this this week with my guys here at Zoom Drain how labeling shows up in the plumbing and drain world.

Corey Berrier: 5:45

Let's bring this into your world. You show up to a sewer call. The homeowner has had three backups this year. She's exhausted, she's been burned before. Here's what not to say. Yeah well, these lines are old. We see this all the time. You know that is like slapping the face. Here's what really works. It seems like this whole thing has been a huge headache. Now she doesn't feel like just another number. She feels heard and now you've got her attention. You're not a tech anymore, you're a trusted guide or a trusted advisor, and that's what closes jobs.

Corey Berrier: 6:33

So emotions that you can look for and how to label them. Let's go a little bit deeper. Here are five common emotions you'll see on the job. Common emotions you'll see on the job and here's how you label them. If they seem, try saying like. If they seem frustrated, try saying it sounds like this has been frustrating. If they seem skeptical, it seems like you're unsure. This will fix the issue. If they seem confused. It looks like there are still some questions. If they seem pressured, it sounds like this is a big decision and you're being asked to make a quick decision. If they seem cautious, it seems like you've had some rough experiences before. Seems like you've had a bad experience with a contractor before Most people have. Or, if they haven't, they've heard stories and so they take on those stories and remember.

Corey Berrier: 7:38

When in doubt, pause, stop, listen, look for tone, body language, pacing, facial expressions. Then label what you notice. So here's an example Price objection we all get them. The customer says that's more than what I was expected or expecting. I need to talk to my spouse. What not to say is. Well, this is what it costs. We can't really lower that. Here's how you can label that response. It sounds like you want to make sure this investment makes sense for both of you. Pause, let it sit, and now they feel understood and they'll tell you more. Maybe they're worried about money, maybe they've been burned. Whatever it is, you just unlocked it. So here's a second example. They're angry about a previous company. Customer says I paid a guy $3,000 last year and the problem came right back.

Corey Berrier: 9:14

Here's how you label that response. Seems like that experience left a bad taste in your mouth and then you go silent. Let them talk. They'll share the backstory and suddenly you're not the enemy, you're the solution. So you can practice this with your team. You can pair up, let one person play the customer and make it realistic, the other listens and then labels, and then go back and forth.

Corey Berrier: 9:52

Here's something that's really important Focus on tone. It should sound natural, not robotic. Labeling only works when it feels curious and caring, Not scripted. And don't forget after you label, stop talking. Let the silence work. The pause is where the magic happens. So here's how you label. In high-stress moments, where does labeling shine the brightest? Where is it most effective? When the customer is emotional, when you're delivering bad news, when you're trying to get someone to open up, when the customer is trying to talk you down on price, labeling turns a heated moment into a conversation, and conversations lead to solutions. Here are three things specifically that Chris Voss says for how to master labeling. Straight from Chris Voss himself Repeat the label if needed. Sometimes the second attempt is what breaks down the wall. You silence. The pause after labeling is golden. Don't rush to explain. Let them fill the space. Don't label too soon. Let them talk, then reflect.

Corey Berrier: 11:57

Labeling isn't a shortcut, it's a mirror isn't a shortcut, it's a mirror. So using labeling to handle objections like a professional like Chris Voss, let's take a big one. This is too expensive. The wrong thing to say is let me see if I can discount it. That's the wrong move. A better move would be move. A better move would be.

Corey Berrier: 12:23

It seems like making a smart investment here is really important to you, or it sounds like cost is the main thing you're weighing out right now? Now they'll explain what they mean. You can uncover fear of overspending, bad experiences in the past. You can lock out lack of clarity on the value and once you know the real concern, you can solve it. So if you want to use labeling with your internal team to improve communication this is not just for customers Use it with your co-workers, your CSRs, even your boss.

Corey Berrier: 13:11

Here's a scenario your team lead seems frustrated with your call volume. Try this. It sounds like you're under pressure to meet some tough KPIs right now. This diffuses tension. It opens up a collaborative conversation. Labeling helps you lead up down and sideways. It's not a sales trick, it's a leadership skill. So how labeling increases sales and reduces callbacks.

Corey Berrier: 13:44

Let's talk about results. When customers feel understood, their shoulders drop, they relax, they listen and then they start to trust you. And when they trust you, they approve more jobs, they buy higher-end options, they leave you better reviews, they call you back when it matters. Labeling isn't being soft, it's a strategic way of success. So here's what I want you to do this week Use labeling in at least three customer conversations.

Corey Berrier: 14:28

Look at moments of tension, hesitation, objection, frustration and try one of these magic phrases. It sounds like it seems like it looks like. Write down what happened. Did they open up? Did the tone change? Did it lead to a better outcome? And listen, make sure that silence is in there. You got to pause. The best way to pause is your first word should be a breath. So when you get a response back from a customer, breathe. Try that right now. Try that. So just take a breath before you want to speak. It relaxes you, it relaxes them and it also shows you're thinking about what you're going to say. It buys you time. So here I'm ready to wrap this up. But labeling listen.

Corey Berrier: 15:34

Labeling is simple, but don't mistake it for being weak. In the most high-stakes situations hostage negotiations, business deals, $10,000, $15,000, $20,000, sewer replacement, labeling wins. It's the art of showing someone you're listening. It's the skill of reflecting without reacting. It's the fastest way to turn tension into trust. So go out this week and try it. Labeling doesn't fix the problem. It makes space for the real conversation to happen. Use the pause, let people feel heard. You don't need to solve everything right away. You just need to be the calmest one in the room and if you can stay calm, they stay calm. So that's about all I've got for today.

Corey Berrier: 16:40

I've gone through Chris Wallace's book multiple times. I've gone through his master class. I've listened to him numerous times on different podcasts, including Waste no Day, which was you know. I love Waste no Day podcast. Shout out to Brian and Nate Minnick, two legends in the space. I love those guys. I listen to their podcast every single week. So listen for you guys out there running sewer lines, clearing drains and navigating customer emotions every day. Use this technique, use the labeling technique, because it's going to help you be more successful. And if this episode helped you today, right now, share it with your team Hell. Play it during your morning huddle, because when more of us communicate with empathy, curiosity and confidence, the whole industry levels up faster, and that's the goal today is that you level up, your company levels up, your customers level up, everybody levels up. So until next time, stay sharp, stay grounded and keep closing. We'll see you next week.