Selling HVAC products and services is not as simple as sending a proposal. To win new business, you must spend time with customers to understand their needs, gain their trust, and help them to understand the value they’ll get from your products and services. Here are 10 worthwhile sales pitch ideas & examples to improve your success.
10 sales pitch ideas for HVAC businesses
1. Make your message consistent
This is important: you should consider every touchpoint with a potential customer to be part of your sales pitch because they all influence the customer’s decision. Where do customers come into contact with your business? Chances are, that includes:
- Your website
- Social media
- Promotional activities you invest in, such as email and advertising
- Your service vehicles that customers see around town
- Review sites like Yelp
- Your customers service staff, sales staff, and service technicians
Your company’s branding and messaging should be consistent and professional, everywhere that potential customers may find information about you or interact with your employees.
2. Respond to leads ASAP
However new business leads come in, whether it’s by phone, email, marketing activities, or even social media, the most important thing you can do is to respond quickly: ideally the same day, but no later than the next day.
If you mostly get phone calls, make sure your customer service staff is courteous, empathetic, and professional. Make sure they collect key information about customer needs and timelines so you can qualify and prioritize leads at busy times. And have them explain what will happen next, who will contact them, and when.
If you collect leads digitally, it’s smart to set up an automated response that thanks people for their inquiry, and lets the customer know when they’ll get to talk to someone. If you have a system that allows people to choose an appointment time online, so much the better.
3. Introduce yourself
Before a customer’s appointment, have the sales rep who will be working with them send a quick email to introduce themselves. Extra points if you include a photo so the customer knows who will be showing up.
The email can include preliminary information about your company, and also a list of questions so customers can prepare in advance.
4. Find out what’s important to your customer
When meeting with a potential new customer, don’t just jump right into a prepared sales pitch or presentation. Start by asking questions and listening carefully to your prospect.
Remember that you’re selling more than HVAC products and services. You are offering solutions to your customers’ problems. So you need to understand what they are experiencing, what they want and need, and what their priorities are.
Here are some things your customers may be concerned about:
- Timeline
- Disruption of home/business
- Inconsistent heating and cooling
- Zoning options
- Odors and ventilation
- Quiet operation
- Cost and payment options
- Appearance
- Security and safety
- Saving energy
- Health issues
- Finding a trustworthy provider
5. Emphasize your unique selling point
What do you offer that goes above and beyond your competition? That unique selling point must be stressed in every sales pitch and in every communication with prospects and customers.
After all, especially in the HVAC industry, the choice of service provider is just as important as the products and services themselves. Make sure your prospects know why they should choose you above everyone else.
6. Provide options
People like options. But not too many: that just makes it harder to choose. In your proposals, provide 2 or 3 different equipment options or service agreement levels. Also, it’s smart to create bundles that are easy to understand and differentiate, and explain them in terms customers can understand.
Don’t be afraid to offer optional add-ons based on your discussion with the customer. For example:
- If they told you they want to be able to budget for HVAC expenses for their business, offer an all-inclusive contract.
- If they are concerned about indoor air quality, offer air purification solutions and/or ventilation upgrades.
- If they want to reduce energy bills, offer a higher-efficiency system.
Sometimes people have a hard time deciding what’s best for them. It’s okay to give them friendly advice and tell them what you would choose in their position.
Related article: Upsell and Cross Sell: Tips to Gather Low Hanging Fruit
7. Align offers with customer benefits
When explaining the differences between options, frame it in terms of the value or benefit the customer cares about. That might be energy efficiency, quiet operation, or fastest availability.
Chances are, the technical differences between different equipment options will not help the customer to understand how well it meets their needs.
8. Be transparent about costs
Bundled prices are difficult for customers to compare. Offer enough detail in your proposals so people can tell exactly what they get for the price. And don’t leave out expenses that you know people will need to pay, such as travel time. When you include everything, you gain trust when customers can see that you’re honest.
If at all possible, try to go over the costs with the customer so they understand everything clearly.
Related articles:
Creating Proposals for HVAC Maintenance Contracts
6 Ways to Win New Business with Customer Testimonials
9. Offer incentives
Don’t use fake excuses to try to pressure customers into making a decision on the spot. Tactics like that tend to be off-putting to customers. In most cases, it’s a big decision for the customer and they’ll need time to weigh their options.
Instead, offer an incentive to encourage the customer to make a decision within a reasonable timeframe. For example, let them know they can get a manufacturer’s rebate if they purchase by the end of the month. Or, you can offer a free maintenance visit if they sign a long-term contract within two weeks.
10. Know how and when to follow up
Notice we didn’t say whether to follow up after a sales pitch. You should always follow up with every customer you speak to and give a proposal to. If you assume no news is bad news, you’re leaving money on the table.
For starters, close your discussion with the customer by letting them know you will follow up in a few days. If they tell you they need more time than that, follow up when the customer will be ready.
After a few days (or longer, depending on what the customer wants), send an email to ask if they have any additional questions or need more information. Ask them to let you know when they make a decision, one way or the other.
More advice for your HVAC sales pitch
Having a consistent sales process is just as important as knowing how to talk to the customer. Get more sales pitch ideas here: HVACR Business: Tips to Improve Your Selling Process.
Plus, find more advice for managing and promoting your HVAC & Refrigeration business here.
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