The Honest Close: Proof You Can Sell Well Without Selling Your Soul
Selling doesn’t have to feel slimy. In The Honest Close, William Ray pulls back the curtain on high-pressure tactics and shows tradesmen, service pros, and anyone in people-first industries a better way to win business—without losing integrity.
With over a decade of experience in the trenches of plumbing, HVAC, and home services, Will has consistently closed millions in sales while building lifelong trust with customers. His proven SERVICE framework breaks down every step of the sales process, from first impressions to final handshakes, giving you the confidence to sell with honesty, clarity, and results.
Inside, you’ll discover:
How to build genuine connections that make closing natural, not forced
A step-by-step process designed specifically for trades and service industries
Real-world stories, examples, and scripts you can use immediately
Why integrity-driven selling leads to bigger tickets, repeat clients, and lasting success
This isn’t another corporate sales manual written from a boardroom. It’s a field-tested guide for real people doing real work—proof that you can hit your numbers, provide for your family, and still sleep at night knowing you did right by your customer.
If you’re tired of gimmicks and ready to sell in a way that feels honest and effective, this book is for you.