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.