How To Sell More At Higher Prices – Part 2



One of the secrets to selling more at higher prices
is to offer something that your competition can’t


It’s impossible for your competitors to offer YOUR customized solution to your customer’s problems. A customized solution is a package made up of more than one of your firm’s products and services designed to meet each customer’s individual needs. For instance, you wouldn’t just replace a condensing unit when a 15 year old compressor fails, you’d possibly install a matching evaporator coil, new line sets, comfort control, high efficiency filter, repair existing duct leaks and arrange for new attic insulation to be installed. You’d then complete the package with a comprehensive planned maintenance agreement.


The sales price of your “customized solution” is not based on your “costs” it’s determined by all of the benefits your customer receives. With a “customized solution” you’re not just selling cold air like your competitors you’re selling high quality, convenience, reliability, home automation, total comfort, healthier environment, peace of mind, service and utility savings.




No matter how low the selling price,
if people believe the risk is too high, they won’t buy


You can use the following items to help eliminate a customer’s fear, doubts and perceived risks:


  • Describe your quality materials, highly skilled employees, state-of-the-art products, processes and procedures
  • Describe the warranty
  • Explain how you’ll take care of any problems
  • In your proposal, spell out everything that your firm will do
  • Explain the cost of waiting – (The customer may already be paying for the cost of a service agreement or new equipment in wasted energy.)
  • Use proof – Testimonial letters, manufacturers’ literature and test results provide tangible evidence.
  • Take total responsibility



People only buy when the value exceeds the price


Value is what your customers are willing to pay for your products and services. It’s determined by the benefits they receive; more benefits create higher value. Value, like quality, is what your customers say it is. It can be increased by:

  • Wrapping your message around what is important to your customer
  • Explaining ALL of the benefits you offer
  • Telling how the customer will gain something: revenue, comfort, peace of mind, dependability, personal service, etc.
  • Providing hard evidence
  • Describing how you will reduce risks
  • Remember, people don’t buy what your product/service is, but what it does specifically for them.




When it comes to service and equipment,
most people don’t know what they don’t know


Customer education is necessary when building desire to own new hvac equipment or services. More often than not, the person sitting across the table has done anywhere from 10-30 hours of research before they picked up the phone to call you out.  There’s a reason you’ve been selected from the 100’s of other companies in the area.  Your role is to help educate, but more importantly, validate what they’ve discovered during their research.  To help you customers:

  • When possible, physically show the problem
  • Use photographs of the problems
  • Show before and after photos
  • Explain the costs of waiting
  • Paint vivid word pictures
  • Appeal to the customer’s logical needs
  • Speak to the customer’s emotional needs
  • Explain what you’ve done for other customers
  • Use manufacturer’s literature to show how it’s constructed and works
  • Use diagrams, analogies and third party stories
  • Encourage questions and make sure they’re doing most of the talking


Customer education should be much more than a well-chosen tactic; it should be an integral part of your firm’s marketing mission statement. “We will gain new customers by showing them how our products and services can improve their lives.”




Sales and marketing should be a philosophy  . . . not just a department


Each employee must understand that bringing in new customers is vital to the success of your business. Every employee should encourage their friends, neighbors and acquaintances to call your company for their heating and air conditioning needs. Whenever an employee secures a new customer, let them know you appreciate it. Routinely recognize those employees who help bring in new customers. Remember, behavior that is reinforced is repeated.


Your service technicians have a unique opportunity to help make their customers’ lives better through the sale of additional products and services. Your technicians are in more homes and see opportunities every day.  They’re in a non-threatening position and have gained the customer’s confidence. To customers, they are the experts.


Getting employees involved doesn’t just happen. It requires training, recognition, and a work environment that encourages a helpful (sales) attitude. To involve your entire organization consider the following:


  • Besides a weekly service meeting, hold a monthly “sales & customer service” meeting for ALL employees.
  • Provide each employee with business cards imprinted with their name. Encourage them to give two cards to everyone they meet.
  • The average Facebook user has 338 friends, Twitter user has 208 followers, and LinkedIn users average 101 connections. Do you have a company people are proud enough to show they work for in their profiles?
  • Establish a compensation program that provides cash incentive for bringing in new customers.
  • Reward those employees who sell new equipment or sign-up or renew service agreement customers.
  • Award non-cash prizes (like plaques, dinners, week-end trips) for new customers and additional sales.
  • Determine what motivates your employees and when possible provide it.


Many of today’s most successful hvac companies use the keys to success outlined in this Special Report. They sell more at higher prices by making their customers’ lives better . . . then getting paid for ALL of the value and benefits they provide.

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