Want to Learn How to Sell Comfort?


By Bob Gee
Robert Gee & Associates

The Key to successful selling in the HVAC industry? Shut Up and Listen…Don’t Tell and Sell. 

In the HVAC business, we don’t simply sell condensing units, furnaces, ductwork or thermostats. We sell comfort. Our job is to educate customers on the possibilities and help them buy what is in their best interests—a system that will meet their physical, financial and emotional needs. 

The most successful salespeople in the HVAC industry find that “Selling Comfort” is easy. They understand four simple steps that result in high closing rates on comfort systems with high dollar sales tickets and high gross margins:

The Closing
of the Sale Begins...

...at the beginning. It starts with their very first contact with customers. The most successful salespeople nurture potential customers along the path towards the purchase of equipment and installation for their homes or places of business. They often script each exchange with customers to set the stage for a productive and effective relationship, culminating in a sale.

Establishing Trust
& Credibility is...

...essential to closing the sale. Successful salespeople know customers will not buy their product or service until they first buy into them and their company. They have prepared solid reasons to give customers to choose their company for their comfort system, for example: First, let me tell you a little about our company so that you can be more comfortable with the people you will be working with on a new comfort system for your home. 

& Assessing
Customer Needs is...
...the most important step in the selling process. Successful salespeople actually close the sale during this step. They offer the Customer Needs Survey—a list of questions designed to uncover what the customer is truly looking for in a new system. This survey leads to selling customers a system that is in their best interest. The most important rule here is to ask questions…then SHUT UP AND LISTEN. When executed properly, customers will design their own system. For example: I would like to ask you a few questions so that I can recommend a system that is in your best interest…is that OK with you?  

Helping Customers Buy What is in Their Best Interest...

…wraps the proposal, closing and objection steps into one. In step three, you set the stage for: 

(a) Engineering a system that the customer has designed. 

(b) Proposing that system using the three magic words in selling: “You told me.” 

(c) Preventing and overcoming objections using the same three magic words. 

For example: 

"I am recommending this high efficiency system because you told me you want to reduce your energy costs." (proposal and objection prevention). 

“Yes we do have lower cost systems, but you told me that one of your objectives is to lower energy costs.” (dealing with objections).

With this sales model, the salesperson proposes a comfort system that is customized to the customer’s needs. From this base, he or she can work with the customer to “re-customize” to meet the customer’s financial comfort level. Options should only be offered at the point of objection to the primary proposal. 

In the future, Ask and Listen…Don’t Tell and Sell. Simply put, it works.

Contact your distributor for more information on Bob Gee’s classes: 

• Creating a Company People Love to Work For
• Creating a Company People Love to Buy From
• Selling Comfort is Easy


Bob Gee is the owner of Robert Gee & Associates, an authorized training provider for International Comfort Products.