It’s not about the lights. It’s about how the lights make them feel.
That was the core message of Daniel Cowan’s Big Star Lights webinar on emotional selling for Christmas light services. You can't hook customers with products. But you can hook them with emotions.
Most customers aren’t consciously buying LEDs, wire, or roofline clips. They’re buying an experience — nostalgia, joy, pride, belonging. If you learn to speak to these emotional drivers, you’ll close more sales, upsell more premium products, and build a loyal client base.
Here’s how to turn that insight into revenue this season.
Table of Contents
- Why Emotions Matter More Than Specs
- Residential vs. Commercial Triggers
- Sales Strategies to Tap Into Emotional Drivers
- Upselling Premium Experiences
- Handling Objections With Empathy
- Final Takeaway: Sell the Magic, Not the Materials
Why Emotions Matters More Than Specs
We love geeking out on product specs here at Big Star Lights. Supplying pro installers and municipalities with waterproof lights means we pride ourselves on product ingenuity and durability. But when you’re sitting with a client, resist the urge to lead with lumens per bulb.
As Daniel explained, Christmas light buyers make emotional decisions. They’re visualizing how it will feel when the install is complete:
- Homeowners want to evoke childhood wonder for their kids.
- Business owners want to spark community pride and attract shoppers.
- Cities want to inspire civic pride and social media buzz.
Your role? Help them clearly see the after — the outcome they’ll experience when you finish the job. Not just in words, but through photos, videos, and storytelling.
💡 Pro Tip: Carry a display case and tablet loaded with high-quality photos. When clients can visualize the magic, they’re more likely to say yes (and say yes to more).
Residential vs. Commercial Triggers
While the emotional framework applies across audiences, residential and commercial clients have different hot buttons. It's important that you speak to each customer segment's individual wants and needs:
Residential buyers:
- Joy and nostalgia
- Pride in their home
- Creating magical moments for loved ones
- Convenience and safety (no ladders, no hassle)
Commercial buyers:
- Community impact and civic pride
- Visitor attraction and foot traffic
- Brand image and uniqueness
- Social media shareability
Daniel shared a municipal case study where one initial install led to 1,200+ strings added over several years — driven by emotional reactions from the public and decision-makers.
💡 Pro Tip: Municipalities can be cash-strapped. Pitch them on the tourism dollars that come with being a destination.
Sales Strategies to Tap Into Emotional Drivers
Daniel’s playbook for emotional selling is refreshingly simple:
- Speed to lead: Respond to inquiries within minutes. Emotions fade fast.
- In-person consults: Don’t rely on email/phone alone. Bring visuals and connect the dots live.
-
Ask better questions: Instead of just "which tree?", ask:
- "What does Christmas mean to you?"
- "Any special family events this season?"
- "How do you want your home to feel?"
-
Multi-touch follow-ups: Combine calls, texts, and emails to stay top-of-mind. Remember the Rule of 27 from our previous Strategy Session about Growing Your Holiday Light Installation Business.
💡 Pro Tip: Automate initial responses with AI text tools, but take over for the final draft.
Upselling Premium Experiences
When you tap into feelings, upselling becomes natural. Daniel offered examples:
- Imagine if you could change the color from your phone to match every holiday.
- Imagine a tree wrap that grows with your tree and looks amazing from your dining table.
- Your neighbor on Johnson St. just upgraded to permanent lights — would you like to check it out?
Premium products like Chromaglow permanent lights or Stretch String Mini Lights can be positioned as emotional amplifiers:
| Feature | Emotional Benefit |
|---|---|
| Chromaglow trim lighting |
|
| Stretch String tree wrap |
|
| Twinkly Pro programmable LEDs |
|
💡 Pro Tip: Use the word imagine often. It helps customers mentally "try on" the experience.
Handling Objections With Empathy
Emotional buyers often hesitate at the close. Common stalls Daniel addressed:
"We’re thinking about waiting until next year."
Offer to start small this season (one feature tree, lower roofline). Once they see the magic, they’ll often expand.
"It’s too expensive."
Bring it back to outcomes. Highlight the warranty, convenience, and imagine the joy they’ll create.
"Can I get your card?"
Politely inject urgency: "Our calendar is filling fast. Would it make sense to reserve a spot now? You can always adjust."
💡 Pro Tip: Reframe the sale as helping them be the hero for their family, community, or brand.
Final Takeaway: Sell the Magic, Not the Materials
At the end of the day, clients remember how you make them feel — not how many C9s you recommended.
Build your consults and marketing around these pillars:
- Be visual: Show, don’t tell.
- Be empathetic: Ask questions and truly listen.
- Be the guide, not the hero: Your client is the star of the story.
Big Star Lights is here to help you deliver those magical outcomes. Explore our Pro Installer Blog for more tips and resources to become the top contractor on the block.
Sell the magic. The sales will follow.
Frequently Asked Questions
Q: Should I really avoid closing sales via phone/email?
A: Yes. Christmas lights are highly visual and emotional. In-person consults outperform remote closes by a wide margin.
Q: How do I address budget objections?
A: Start with a smaller project to get your foot in the door. Once the client sees the impact, they often expand.
Q: Is permanent lighting worth pitching to residential clients?
A: Absolutely. It’s an emotional upsell and a long-term value play. Many clients love celebrating year-round, and this product segment will continue to expand year after year.
Summary
- Emotional buying drives Christmas light sales.
- Residential and commercial buyers have different emotional triggers.
- Fast, visual, empathetic selling wins more premium jobs.
- Use "imagine" phrasing and hero framing to upsell.
- Handle objections with urgency, empathy, and outcome-based language.
If you’re ready to elevate your game this season, Big Star Lights has the products and tools to help. Let’s make your clients feel like heroes — and your business shine brighter than ever. 🌟