How to Sell Replacements Instead of Repairs
This week on ‘Ask the Experts,’ an HVAC Contractor in Arkansas asked:
“I need to know how to sell replacement jobs instead of repairing my customer’s thirty-year-old unit?”
Contractor University faculty member Brigham Dickinson began by explaining that there are modern HVAC technologies that can have a real impact on your customers’ life. According to Dickinson, if your sales team is not consistently selling a customer on the added perks of buying a new system over replacig a unit that is a decade or more years old, then they need more training on how to educate customers on the added benefits of modern HVAC systems.
Fellow faculty members James Leichter and Mike Treas weighed in on how contractors can improve their sales team through training.
Treas explained that when salespeople come across older systems, they need to hone in on its inefficiencies compared to a new system. “We’re going to see higher utility bills, we’re going to see numerous repairs, and absolutely no warranty,” said Treas.
Even then, explained Treas, some customers will be reluctant to replace their old systems. “We have to create a culture around our business that says, ‘the right thing to do for a customer with an outdated system, is to help them understand the value of a new system,” said Treas.
Leichter also jumped in, saying, “When we talk to people, we need to get a grip quickly on how they think. We can get real nerdy with some people and it works, we can illustrate things and talk about convenience with others and it works,” said Leichter. “Know your audience, and speak to them in ways they can appreciate.
Our faculty members have also answered questions on other topics related to system sales, including Offering Discounts on Replacement Sales and Install-Only Company Marketing.
Hear more from our “Ask The Experts” faculty members on “Cracking The Code,” our weekly web series.
Contractor University members can click here to log in to their member dashboard and submit a question through the Ask the Expert portal.
