Crafting Sales Excellence

At The Honest Close, this isn’t theory from a boardroom — it’s the result of my life in the trades, as a husband, a dad of four, and a salesman who’s lived it day in and day out. I know what it’s like to put food on the table by closing jobs face-to-face, and I built this platform to share what actually works.

Here you’ll find my book — a resource shaped by years of selling in plumbing, HVAC, electrical, and contracting — along with a weekly blog full of straight-shooting sales tips, real stories from the field, and lessons you can use the very same day.

Everything here is designed to help tradesmen and service professionals close more jobs, earn more income, build stronger relationships with clients, and grow a career you can stand proud of — both at work and at home.

Quotes From the Book

If I didn’t close, it was on me.
Not the client–Not the call. Me.
That belief – that it’s always in my control – is what changed everything.
It’s not about shame. It’s about power.
Reset your habits. Relearn what works.
And build your results – the honest way.

– Will Ray

353%.

That’s the average return on investment from good sales training.

Not 10%. Not 50%. Three hundred and fifty-three.

That kind of ROI beats almost any tool in your truck or investment in your business. Training done right doesn’t just pay for itself — it multiplies.

But here’s the part nobody talks about:

Most of that return doesn’t come from slick lines, high-pressure closes, or manipulative tricks. It comes from trust. From clarity. From doing things the right way — the honest way.