- Failure to offer financing – specifically low payments.
- You did not speak about benefits, you spoke about features.
- Failure to ask the customer what they want the product to do.
- Failure to address objections.
- Failure to identify the customer’ behavioral preferences and adjust accordingly.
- You did most of the talking. You should do 15% of the talking and 85% of the listening.
- Failure to begin the presentation with a powerful and attention grabbing claim or statement.
- You did not use proper vocabulary. See HVAC Grammar School.
- You focused on the price of the system and not the value the system brings to the customer.
- Failure to understand what we actually offer the customer. Hint: It’ not heating and cooling.
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