From IT to Home Service Sales: How Stephen of Lowery Plumbing Found His Calling

From IT to Home Service Sales: How Stephen of Lowery Plumbing Found His Calling
Writen by Ethan Ralphs

In the world of home service sales, some of the best professionals don’t start in the trades at all. They come from different industries like technology, marketing, retail and bring fresh perspectives that elevate how we connect with customers.

On this episode of the Service MVP Podcast, I had the chance to sit down with Stephen from Lowry Plumbing. His journey from IT into plumbing, heating, and air conditioning sales is inspiring, not just because of where he came from, but because of how he’s embraced a completely new approach to serving customers.

Watch the full episode here: Sales Mindset for Home Service Pros with Stephen Cerda

or 

Listen to the podcast here: Sales Mindset for Home Service Pros with Stephen Cerda

 
The Big Leap: From IT to the Trades
Stephen didn’t grow up in the trades. In fact, his background was in IT—an industry where he dealt with systems and processes more than people. But his strong sales background made him an asset to Lowry Plumbing, where he now works as part of a four-person sales management team.

The transition wasn’t easy. “It’s a different channel,” Stephen explained. “You’re dealing with people, not just inanimate systems. And you’re dealing with what matters most to them—their comfort and safety in their homes.”

 
Learning a New Sales Approach
Stephen admitted that before joining Lowry, he had never encountered a sales system like Service MVP. “I didn’t realize systems like this even existed,” he said. “Coming from IT sales, I used to think it was all about pushing features and closing deals. This program completely flipped that thinking.”

One of the biggest changes for him? Closing the door to continue the conversation.

Rather than letting customers close the metaphorical “door” by walking away, Stephen now uses thoughtful questions to keep them engaged. “We ask questions that get customers thinking—sometimes even questioning what they initially said. It’s about keeping the dialogue alive, not forcing a sale.”

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Selling Security, Comfort, and Peace of Mind

Home services are about far more than equipment or price tags—they’re about security, reliability, and family well-being. For Stephen, that realization was a game-changer.

“When you start thinking about HVAC and plumbing as essential to a family’s safety and comfort, it changes how you talk about it. We’re not just selling an AC unit; we’re providing a healthy environment for someone’s kids, or ensuring a couple can feel safe and secure in their home.”

This customer-first mindset is something Stephen says many homeowners don’t fully consider—and it’s our job as service professionals to help them see the value.

To learn more about Lowery, click here: Lowery 

 
The Total Immersion Experience

Stephen recently attended Total Immersion, our five-day sales and service training program. By Day 4, he’d already experienced several “aha moments” that shifted how he approaches his role.

One of the most impactful lessons for him was using Joe Crisara’s signature question: “What should we do?”

“That one question puts the decision back in the customer’s hands,” he explained. “It’s not about pushing them to pick something. It’s about helping them feel like they’re in control while we guide them toward the best solution.”

 
The Power of Options

Stephen also learned how presenting multiple options changes the sales dynamic. Instead of focusing on a single price point, he now offers six tailored solutions, from premium to basic, to give the customer control.

“I show them the platinum option first,” he said, “but I make sure they know I have other choices. The key is to present it, then stay quiet. That silence gives the customer time to think, and it’s powerful.”

 
Building a Culture of Listening

One recurring theme throughout our conversation was the art of listening. Stephen admitted this is an area he’s been working on.

“My biggest weakness was not listening enough. This program is teaching me to slow down, listen carefully, and then respond. It’s not about what I want to say—it’s about understanding the customer’s real needs.”

 
Leadership and Team Alignment

As a sales manager, Stephen is responsible for ensuring that the sales team and technicians are aligned. One practical strategy he’s implemented is avoiding jargon and giving ballpark estimates upfront.

“Customers don’t like surprises,” he explained. “By giving a ballpark, even if it’s high, we prepare them for the conversation. Then, if the actual price is lower, it’s a pleasant surprise rather than a shock.”

 
Advice for Sales Managers and Technicians

Stephen believes that success starts with an open mind. “If you think you don’t need more training or coaching, you’re setting yourself up to stall. You have to keep learning if you want to grow.”

For sales managers building a new team, he recommends focusing on the basics:

Take notes: It shows customers you care and are serious.

Ask the right questions: Guide the conversation instead of waiting for customers to lead.

Train your team to speak the same language: Keep the process consistent from technician to sales presentation.
 
A Final Word of Advice

When I asked Stephen what advice he’d give to anyone considering Service MVP or Total Immersion, he didn’t hesitate:

“If you’re looking to invest in your future or your company’s success, this is the best investment you can make. It’s not just about selling—it’s about serving people and making their lives better.”

Until next time,

Ethan Ralphs

Marketing Manager