HVAC Sales Training – 5 Pains of Your Customers


In this HVAC Sales Training video designed for both HVAC Service Technicians and HVAC Sales Professionals we discuss the 5 main reasons why your customers open their wallets and invest in your companies services. The information has been drawn from years of successfully selling products and services in the HVAC industry as well as numerous consumer surveys and studies that focus on why people buy.

The order in which these motivators are listed is in order of importance, meaning people will invest more money and more often if you can improve their comfort than if you can reduce their utility bills or increase their efficiency. This is important to understand since every manufacture as well as almost every service technician and comfort advisor focus primarily on efficiency when discussing new equipment options. This is a huge mistake!

First, it creates more of an “apples to apples” comparison with customers who are collecting multiple proposals. If you focus on efficiency (SEER & AFUE) and brand, understand that ALL of your competitors can offer what you offer, so the only thing left to really differentiate you from the others is price. None of us are ever going to be the lowest price (nor should we be) so it is very important to differentiate ourselves by focusing on what is most important to our customers above everything else. The more accurately you draw out the customer’s desires and goals as they relate to these 5 areas. The better job you can them do of educating your clients on how you will meet or exceed their goals in these areas, the better job you will do at getting that customer to focus on the real benefits of doing business with you and not your competitor. The investment becomes your differentiator. Your clients don’t buy based on the cheapest price (neither do you), unless they feel everyone is doing the same thing. We need to be creating an “apple to oranges” comparison with our competitors to justify why our investment is higher.

It is important to start each call with getting a better understanding of what your customer wants and sees value in. This should NOT be done with preprinted questionnaires or ridiculous sales tactics like: “One a scale of 0 to 10, ten being most important and zero being not important at all, where would you rank comfort?” This should NOT be an interrogation, rather a chit chat conversation that builds trust and rapport.

When you do identify an area of interest or importance with your customer, ask more questions to continue the momentum to determine the true level of interest (pain) the customer has. Your goal is to accurately rank each of the top 5 pains your customer has in THEIR order of importance. This way you can build your entire presentation around their needs and focuses, not yours.

HVAC Sales Training – 5 Pains of Your Customers

1.) Increase Comfort
2.) Decrease Dust
3.) Improve their Health & Safety
4.) Reduce Utility Costs
5.) Reduce Noise


This week’s focuses should be as follows:

1.) Asking better questions by earning the right to ask them.
2.) Accurately identifying what is important to your client (in order of their importance)
3.) Engaging deeper with each customer once an area of opportunity is identified by asking more questions and getting the customer to explain the situation in more depth (relive their pain)
4.) Delivering your presentation and designing your customer proposal around your customers top 2-3 pains.

It is very important to understand that when you are promoting your products and services to always speak in terms of “what is in it for them” (your customer). Focus on all the benefits they will receive and/or experience, not the features of your product/service. People invest based on perceived value or benefits, not features.

In our interactive HVAC Sales Training Classes designed for HVAC Service Technicians Training as well as our HVAC Sales Professions we dive into each of these pains and explore not only how to identify if your customer has a pain in these areas, but more importantly how we can relive the pain with the customer and then show how our proposed scope of work will eliminate the pain. In our industry customers only invest for one of two reasons: First out of necessity (its broke) and Second to avoid pain.

 Go forth and be profitable!