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    Rob Falke, president of the National Comfort Institute, told 2022 AHR Expo attendees about 15-minute measurement/diagnostic scenarios that HVAC techs can take their customers through.

    AHR 2022: Interactive Sales—Hands-On Customer Education

    Feb. 3, 2022
    Amazon's successful business model has something to teach anyone involved in HVAC sales.

    Whether or not you like Amazon, its successful business model has something to teach anyone involved in sales.

    “Amazon has a closing rate of more than 90 percent,” noted Rob Falke, president of the National Comfort Institute. “It’s a classic example of no-pressure sales.”

    He told 2022 AHR Expo attendees in a Feb. 1 session that the key is to focus on customer needs and wants. Talk about the system, not the equipment — let customers know how the system will perform better with recommended repairs or replacement.

    Then invite customers to help you.

    “We call this a ‘teach-omercial,’” Falke said. “Get customers involved in diagnosing their HVAC systems with you and let them talk through the problem.”

    Falke and the National Comfort Institute developed 15-minute measurement/diagnostic scenarios that HVAC techs can take their customers through.

     “Engage your customer on a learning experience of discovery,” he explained. “Changing out equipment is easier; consumers are more receptive to this approach because they believe what they discover. The lower the pressure, the higher the closing rate.”

    He added that is it very high-profit work, offering a homeowner a custom product, not a commodity.