An HVAC contractor in South Dakota asked:

“How do you handle a customer conversations around price of service, especially when the service is quite expensive?”

Handling customer objections over price is a critical skill that can not only close the current sale but also ensure future business and referrals. It’s essential to turn these objections into opportunities to showcase the value of your service.

Firstly, active listening is key. When a customer expresses concern about the price, take a moment to empathize and understand their perspective. This shows that you respect their opinion and value their business.

Next, provide a breakdown of the pricing. Explain the various components of the service cost, highlighting the quality of materials used, the expertise of your technicians, and any warranties or guarantees. Transparency in your pricing builds trust.

Offer options. Sometimes, customers feel that a service is too expensive because they are presented with a one-size-fits-all package. Providing different service tiers or customizable options allows them to choose a package that fits their budget while still meeting their needs.

Offer options. Sometimes, customers feel that a service is too expensive because they are presented with a one-size-fits-all package. Providing different service tiers or customizable options allows them to choose a package that fits their budget while still meeting their needs.

Highlight the long-term benefits. Emphasize how your service will save them money in the long run. For example, if you’re a heating and cooling service, explain how a slightly higher upfront cost for a more energy-efficient system will lead to significant savings on their utility bills.

Remember, handling objections over price isn’t just about closing the current sale; it’s about building a long-lasting relationship. Even if a customer initially feels the price was high, if they are satisfied with the service and the overall experience, they are more likely to return and recommend your business to others.

Mike Treas brings experience in the contracting industry as a sales manager and comfort advisor for one of the largest and most well-respected residential heating and air conditioning contractors in the United States. He has personally worked with hundreds of contracting companies across North America conducting training and consulting in the areas of sales, sales management, business management, customer service and technician lead generation training. His background consists of 35 years in sales and sales management bringing expertise, knowledge, techniques and strategies proven in the contracting industry to increase sales.

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