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Biggest Mistakes by HVAC Equipment Salespeople

Unless you can articulate what you do that is different, and that it’s to their advantage, they’re going to go with the lower price.  

It’s always about price, make, and model, until you make it about something else.

You’re supposed to be proud of the brand name(s) you sell, but don’t make it all about that. Sell yourself first. If they believe you know what you’re doing and are looking out for their best interest, they’ll want to buy from you.

I remember getting into something of a debate with a prospect about whether or not the brand name I was selling was any good during my first week of selling HVAC residential replacements. I couldn’t close it on the first call. When I made my follow-up call I was informed he’d already bought from someone else. When I asked what brand name he went with, he said, “I don’t know.” The brand name wasn’t important to him. I caused the objection.

Unless you’re the lowest-priced contractor in your market area, never quote the same make and model as everyone else.

Stressing brand name and model turns the purchase of a custom installation requiring great skill into a commodity, and there will always be someone else who will install it cheaper. Unless you can articulate what you do that is different, and that it’s to their advantage, they’re going to go with the lower price.

While we’re on the topic, unless you’re the lowest-priced contractor in your market area (and I hope for you sake you’re not) never quote the same make and model as everyone else.

Not Offering Financing
You’ve got to make it easy to buy. Being a one-stop shop that can handle every aspect of the installation, including the financing, is a big help.

“Payment buyers” are people who will buy just about anything, as long as they can afford the payment. A “payment buyer,” is your best friend. Be able to tell them what their payment will be, to take their credit application, and to get it approved.

There’s only one reason people don’t close in person, and that’s a lack of confidence. If you were absolutely certain you’d make the sale if you presented your proposal in person, you would go out of your way to do it.

The more you know about financing, the more sales you’ll make. At one point, I had seven different resources for financing, and occasionally, I’d send a credit application to all seven of them at once. I also made it a point to periodically stop by the offices of local lenders just to establish a personal relationship. I know for a fact that there were times I got a credit application approved, that would have otherwise been denied, just because of that personal relationship.

Emailing or Mailing Proposals
There’s only one reason people don’t close in person, and that’s a lack of confidence. If you were absolutely certain you’d make the sale if you presented your proposal in person, you would go out of your way to do it.
Learn how to close and overcome objections, and do it in person. People who don’t close in person have either dismal closing ratios or very low prices.

While we’re on the topic, there are very few legitimate reasons to not be able to price up a job and at least attempt to close it on the first call. If you’re just completely unable to do the “one-call close” procedure, get some training and learn how to do it. You’ll close way more sales, and your customers want you to be able to do that.

I remember being the fourteenth bidder on a replacement job that I closed on the first call. When I went back with the owner of the contracting firm I was working with as a post-installation follow-up, she told the contractor that she chose me because I was the only person who’d come to her home that was able to determine what needed to be done, and price it up on the spot. She felt that anyone in the business unable to do that couldn’t be very experienced.

Not Offering Indoor Air Quality
People with allergies or other respiratory conditions aren’t the only people who need cleaner inside air. You need three things to survive: Clean food, clean water, and clean air. We can get them the clean air.
The Environmental Protection Agency says that the air inside of a home is 4 to 5 times more polluted than the air outside. We build and furnish our homes with so many materials that off-gas toxins that it’s hard to keep track of them. Then we bring all kinds of other toxins into the home voluntarily. Do a web search on the toxicity of dry cleaning, drier sheets, and your mattress. You’ll be shocked.

If you’re in an environment that experiences a cold winter, recommend humidifiers. It’s hypocritical to recommend indoor air quality when you don’t own it yourself. If you don’t have these products, get them, and you’ll become like me — you won’t be able to shut up about them.

Everyone needs a photo catalytic oxidation UV light. Everyone needs to keep their equipment clean, and the best way to do that is with proper filtration and by shining UV lights on the coil and the blower. If you’re in an environment that experiences a cold winter, recommend humidifiers. It’s hypocritical to recommend indoor air quality when you don’t own it yourself. If you don’t have these products, get them, and you’ll become like me — you won’t be able to shut up about them, because they really do improve your health and help to keep costs down.

 

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