Don’t treat price like a dirty word — the less afraid you are to talk numbers, the more comfortable your customer will be. So why are Comfort Advisors hesitant to talk about price upfront?
For many homeowners, replacing an HVAC system is an unplanned expense that creates a drain on their budget. Plus, the average customer buys only one or two systems in his or her lifetime, creating the “sticker shock” expression when homeowners are advised of the price. Many Comfort Advisors fear this situation and avoid the pricing discussion until the very end of the sales presentation, which can create anxiety for both him or her and the customer alike.
There are a few steps you can take to soften the pricing blow and help the customer choose the best and most affordable HVAC option for his or her home.
- Get on the same page. Immediately when you arrive, confirm the primary reason for your visit with the homeowner.
- Start a conversation. Sit down with the homeowner and find out about the current HVAC system before going to see the unit. Discuss his or her likes and dislikes about the unit, the effect of the system on home comfort, and the budget for upgrading.
- Reduce the shock factor. Help the customer understand that he or she has the power to decide which system to purchase and how much to pay. Provide a cost range to set pricing expectations for the low and high ends, and then offer “basic, good, better, best” options that will best address their needs. Discussing opportunities for financing may also relieve the stress of paying the full price immediately.
As customers and buying habits change, your approach to pricing must evolve accordingly. Savvy shoppers have done research on different brands and know what they want in a HVAC system, so think about how you can establish the value of your company and your products with the customer and ultimately make the sale.
Guest blogger Linda Rummans is a senior instructional designer with HVAC Learning Solutions. For more advanced sales tips to help improve your HVAC business, enroll in our BuildASalesperson™ or Master $elling® classes today!
