The first 15 minutes is crucial in an HVAC sale. I frequently talk about introducing price upfront, but what happens if that conversation gets too focused and becomes an hour-long negotiation?

Here’s how to shorten that critical sales conversation and avoid buyer’s remorse:

• Know your prices well: A dealer I talked to at the Lennox dealer meetings a couple of months ago showed off a proposal application on his iPad that displayed pricing as multiple choice. This made that negotiation process seamless.
• Don’t hold your breath: Price is on the customer’s mind before you walk in the door, so stop making them wait. You may be nervous about presenting the price, but most likely, it’s what the customer really wants to know before you begin discussing the other details.
• Be a problem solver, not a product seller: The end goal for yourself is to sell the product that day, but think about how much more willing customers are to buy a product that solves their problems. It also opens up conversations about what I like to call “loyalty agreements” aka maintenance agreements.

How do you make an effective sale in a short amount of time?

It’s crunch time! NATE certifications are up for renewal — are you prepared to take the test? Take advantage of these tips to make your study time for employees a snap:

Getting a study group together: Getting a group together to collaborate on study efforts may be beneficial in regard to time, commitment, and experience. If you’re taking the test for the first time, some members of your group may be re-testing for renewal, making them the perfect study buddy. Dedicating time to studying at home may be a difficult task, so committing to time out of the house before or after work will give you the chance for a few hours of uninterrupted, undistracted study time.

Learn from the best: Capitalize on experience from veteran technicians. Companies should suggest tenured members of the team be appointed as company advisors to help NATE testers along the way.

Study materials: Put together a company study sheet for employees. Having some unique information will give technicians an extra resource they may need to study. Also, lean on testing centers for study assistance.

What are your most beneficial study tactics?

It’s the busy season and your customers have many options — aka, your competitors. Here’s how to stay on top of local competition:

Walk the walk

First impressions are crucial to good business and looking professional in uniform is just one piece of the puzzle.

Clean up your company image with some new uniforms. Work shirts can become dingy and tattered after long days on the job; trade in those dull uniforms for crisp new ones. Has your company gone through a recent renovation or makeover? Update your uniforms. Try a different uniform color or change of scenery with a new logo.

A small investment in an updated look cannot only change the overall feel of the company, but your customer reputation.

Talk the talk

Sometimes the best way to stay ahead of your competition is just being you — just better.

Start with asking yourself “Are we staying true to the company’s motto and promises?” If your company promises same-day installation, or 24-hour service, make sure those actions are being executed as promised.

Begin recording call details such as wait time, friendliness of dispatchers, and willingness to assist customer complaints. Are there areas that could be improved? Go straight to the source and ask your employees how they think they are representing the company. Are they able to commit?

Following through with commitments is a great starting point for standing out above the competition.

Customer proposals can become complicated by jargon and clutter. From addressing pricing to understanding which product is the best fit, forms cover a lot of information, which can easily turn a normal service call into an intense sales pitch.

With just a few changes to customer proposals, you can create a positive experience that will set your HVAC company apart from the competition:

• Portable tablets and applications: Using a tablet with a form application will allow the customer to input information quickly. The advanced technology of tablets and apps will give the customer a one-step process without the redundancy. Tablets also introduce a visual element to traditional forms. Zoom in on product features, display product highlights, and turn a 2-dimensional form into an interactive selling experience.
• Eliminate the pricing issue: Make your product sheets easy and simple for the customer to look through. A photo of the unit, a brief easy-to-read description, and a no-hassle price will reduce that “friction.” The customer will know that the product they chose was the best choice for them both financially and practically.
• Product organization: Organizing your product forms can be as easy as 1, 2, 3. Step one — group products by brand name. Step two — organize each group by product function. Step three — list products in good, better, and best rankings. 

Do your customer forms promote positive customer service?

Maintenance agreements promote loyalty. But how do you get the customer to that point?

You don’t have to have a major marketing budget to get the word out about your maintenance agreement program. Here are some simple techniques:

Customer referral program

Referral programs prolong the customer service experience after the initial sale. By rewarding the customer for referring your business, you suggest future interactions between your company and the customer. Good incentives for referrals are also a high selling point – free unit check-ups, discounted maintenance repairs and voucher discounts for new units are just a few ideas.

Attend local events

Making an appearance at a community event is just as important as being on time to a meeting or being personable on a sales call. Attending events like home and garden shows, fairs, carnivals and holiday gatherings shows potential customers you care about starting a relationship between you and them — not just a financial relationship between them and your company.

Community service

Improve the view of your company while reaching out to new customers and helping the community all at the same time? Now THAT’S multitasking at its finest and it’s as easy as getting involved with the community.

• Donate an HVAC system to a local family in need
• Respond to a natural disaster by setting up on-site customer service stations
• Partner with organizations like Habitat for Humanity to give back to the community

How does your company stay involved with the customer?