1. Be well prepared for the sales call and treat it like the opportunity that it is. Organize your forms and brochures in a portable file box so that you can gain access to them quickly. Use a cover letter and a company folder to insert all sales related documentation.
2. As a salesperson of heating and air conditioning comfort systems (HVAC), you have the supreme advantage of being in the customer’ home. It is imperative that you take advantage of this. Discretely study their home and the environment to learn more about their habits, their behavior, and their interests. This is very important!
3. Know your customer. You must become an amateur psychologist. Do not assume that you know what your customer wants. Give the customer what they need – not necessarily what they ask for.
4. Wear a uniform and be prepared to enter a crawl space or attic to gather information about their present system. If the “other guy” did not crawl into a crawlspace how does he or she know what the customer is going to need?
5. Use a laser pen. A laser pen is a very memorable tool that is sure to get the customer’ attention and helps assure you are remembered.
6. Use an instant camera to show the customer conditions that are not readily accessible.
7. Prescription before diagnosis is malpractice. You must conduct a thorough analysis of the job site. Ask a lot of open-ended questions.
8. You should spend 75% of your time building a relationship with the customer and 25% of your time making calculations, completing forms, filling out your proposal, etc. Use a good 14″ color proposal with check boxes or a software program designed specifically to generate sales documents.
9. Always offer financing on your proposal. Offer several options. Do not assume they won’t want it. Many people do not want to ask you about financing for fear of embarrassment.
10. Understand that the only reason why you did not get the sale is because you were not convincing enough. When a customer says, “your price was too high” they are really saying, “I was not convinced that what you are offering justifies the price that you are asking me to pay.”
11. You must separate your system from everyone else’s. Rename common materials and installation techniques to give your company an exclusive. For example: Install “100% galvanized rust resistant sheet metal cross-broken for structural integrity” and not just sheet metal. Talk about “child electrical safety switches” and not just blower door switches. Talk about “acoustical packages” and not just an insulated return air boot. If you do not mention it the customer will not know that it even exists.
12. You MUST separate your company from everyone else’s. Do not spend most of your time talking about brands. Stick with the benefits of the equipment and the benefits of your company. If you spend all of your time talking about equipment you will be vulnerable to a lower price on the “same system”.
13. Do not talk about features, always talk about benefits. The customer does not need to hear about two speed fan motors or 12 SEER (Seasonal Energy Efficiency Ratio) regarding the “XYZ” condensing unit. They want you to simply explain “what’s in it for me.” Tell them 25% greater efficiency and quieter operation than the “ABC” unit.
14. Always include certificates of General Liability, Workman’s Compensation, Automobile and other insurance with your proposal. Again, do not forget to explain exactly “what’s in it for them.” Example: “Did you know that if one of my workers injures himself on your property he could sue you? He can if I do not carry Workman’s Compensation insurance. With this policy in force our workers may only sue our company and not you.”
15. Always include a copy of your city or state licenses with your proposal. Explain to the customer that insurance companies generally include a clause deep within their policy that roughly states they will not pay claims related to work performed by unlicensed contractors. Carry a copy of such a policy with you to each sales call.
16. During your sales presentation, always refer to cost of ownership and NOT the acquisition cost.
17. Tear down the other guys “bid” by planting the seed of doubt about their proposal. Point out the benefits of your proposal and ask what they are providing you. Use the assumptive close technique.
18. Make certain that you W.I.F.M. the customer. It is human nature to look after your own best interests. Whenever you address a group or an individual, remember that they are asking themselves , “what’ in it for me?” You must answer this question in order to be successful.

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