By: Guillermo Salazar • 21 December 2024

Getting to Hell Yes! The Art of Selling with Ben Nowacky

In sales, the ultimate win isn’t just closing the deal—it’s earning the buyer’s enthusiastic, undeniable “Hell Yes!” It’s about guiding buyers to a point where they see their problems, your solutions, and the way forward with such clarity that the decision feels obvious.Ben Nowacky, President of HappyCo, masters this approach. With a career dedicated to transforming operations in multifamily real estate, Ben redefines how companies embrace centralized maintenance and operational data. He doesn’t just sell software; he solves problems. As Ben puts it, “Selling isn’t about what you’re offering—it’s about what they’re missing.” Let’s explore strategies to lead buyers to their own “Hell Yes!”

Setting the Stage

As President of HappyCo, Ben combines years of leadership at HappyCo with a deep understanding of the real estate world. His work transforms property management by streamlining operations and improving efficiency.Ben’s passion lies in reshaping conversations to drive meaningful change. He views selling as more than closing deals—it’s about solving problems and aligning solutions with real-world pain points. For Ben, “Hell Yes!” happens when the buyer sees the value so clearly that hesitation disappears.But reaching that point isn’t always easy. Buyers struggle with confusion, resistance, and outdated practices. Breaking through these barriers lights the path forward. As Ben likes to say, “The hardest part isn’t showing them what’s possible—it’s helping them see why their way isn’t working.”

Barriers to 'Hell Yes!'

Uncovering the Buyer’s JourneyBuyers often feel stuck. They sense problems but can’t articulate them fully. This lack of clarity breeds hesitation. On top of that, buyers come with preconceived notions—like centralization being a one-size-fits-all pod model—that limit their ability to see transformative solutions.“Most buyers don’t know what they need,” Ben explains. “They only know what they’re unhappy with. It’s our job to connect those dots.”Centralized maintenance, for example, raises doubts. Many think it’s rigid or unsuitable for their specific needs. Ben challenges this thinking by reframing centralization as a flexible strategy, not a fixed formula.Key Challenges in Sales

Stakeholder Misalignment: Owners, operators, and fee managers have different priorities. Owners might prioritize cost savings, while operators focus on resident satisfaction.
Resistance to Change: Decades-old practices, like the “1:100 maintenance ratio,” persist simply because they’re familiar.
Lack of Data: Without hard numbers, decision-makers hesitate to justify changes.

Common Buyer Objections

“This will disrupt operations.”
“Resident satisfaction will drop.”
“We don’t have enough properties to centralize.”
“Now isn’t the right time.”

As Ben puts it, “Objections are just fear in disguise. If you can address the fear, you can remove the objection.”

Lighting the Path to 'Hell Yes!'

Ask the Right QuestionsThe path to “Hell Yes!” begins with uncovering the root of the buyer’s pain. Questions like:

“What problem do you need to solve?”
“What happens if you don’t address this?”
“Why do you still use this model?”

These questions help buyers connect their challenges to achievable solutions. Shifting the focus to outcomes breaks through hesitation. “The right question doesn’t just start a conversation—it starts a realization,” Ben emphasizes.Show, Don’t TellData builds trust. Ben shares examples like:

A property management group that doubled efficiency, moving from a 1:100 maintenance ratio to 1:200 while saving millions annually.
AI-powered tools that predict maintenance needs, reducing downtime and preventing costly repairs.

“These aren’t just numbers—they’re proof that change works,” Ben says. “When you show someone what’s possible, it’s like flipping a switch. They can’t go back to the dark.”Paint a Clear VisionHelping buyers see a path forward involves breaking the process into steps:

Start small—centralize data or adopt AI for maintenance.
Scale gradually, showing ROI at each stage.
Focus on long-term benefits like happier residents and lower costs.

“Big changes scare people,” Ben explains. “But small wins build momentum. Show them the first step, and they’ll start walking.”

Achieving 'Hell Yes!'

Deliver the ValuePositioning solutions like centralization as adaptable strategies ensures they align with specific needs. Instead of fitting buyers into a rigid mold, tailoring solutions to unique challenges—whether boosting efficiency, streamlining processes, or enhancing resident satisfaction—matches the solution to the problem.“The best solutions don’t fit into a box,” Ben says. “They fit into a need.”Focus on OutcomesWhen buyers see how the solution affects their bottom line, they’re ready to commit. For instance:

Centralization doesn’t just save money—it empowers teams to focus on what matters most.
Predictive maintenance eliminates downtime, turning frustrating breakdowns into seamless resident experiences.

“People don’t buy solutions,” Ben asserts. “They buy outcomes. Show them what changes, and they’ll buy in.”Build Long-Term SuccessEarning a “Hell Yes!” sets buyers up for lasting wins by equipping them with tools, data, and a clear plan. This transforms sellers into partners in success. “Our job doesn’t end when they say yes,” Ben reminds us. “It ends when they say, ‘Thank you.’”

Three Takeaways on 'Getting to Hell Yes!'

Understand the Buyer’s Pain
Start by listening. Ask probing questions to uncover what’s really holding buyers back. Align solutions to unique challenges.
Use Data to Build Confidence
Share real-world success stories and measurable outcomes. Buyers need proof that solutions work. The right data transforms skepticism into trust.
Empower Buyers with a Clear Vision
Break the journey into manageable steps. Show how small changes lead to big results. A clear roadmap makes taking the leap easier.

As Ben puts it, “Every small win is a step closer to the big picture. Build trust with each step.”

Conclusion

Selling isn’t about pressuring buyers—it’s about understanding their needs and guiding them to a solution. Ben Nowacky’s approach proves that “Once they see the light, they can’t unsee it. That’s when we get to 'Hell Yes!'”Identifying pain points, using data to inspire, and painting a clear vision for the future transforms sales conversations. Buyers leave with confidence, clarity, and a partner invested in their success.“Selling isn’t closing,” Ben says. “It’s opening. You’re opening the door to solutions, trust, and success.”Entering a sales conversation means solving a problem, building a relationship, and creating lasting impact. That’s how to get to “Hell Yes!”
Listen to the “Getting to Hell Yes!” podcast on apple or spotify here:https://open.spotify.com/show/4TY87ToVuLK7eqkZZvZA5Thttps://podcasts.apple.com/gm/podcast/getting-to-hell-yes/id1772602174

Our mission is to simplify the homeowners & home builders customer experience. Let Iris do the work.

Up next

Getting to Hell Yes! in Selling: Insights from Dennis Steigerwalt

By: Guillermo Salazar • 19 December 2024

Dennis Steigerwalt: Driving Housing Innovation with Vision, Collaboration, and 'Hell Yes!' Solutions

The importance of online product reviews [+3 ways to get more]

By: IrisCX • 19 September 2022

Online reviews are impactful because they reach people with purchasing intent – a total of 93% of new customers consult reviews before purchasing a product or service. With virtual CX, your team can start receiving and leveraging better quality reviews.

Building Value: How New Home Builders Save Big with a Stellar Customer Experience Strategy

By: Guillermo Salazar • 08 January 2024

7 ways to measure your CX program in New Home building