Over the past 20 years, sales have taken a turn for the better. The role of our customers in the sales process has changed significantly. Where before we sold them the equipment, today they decide how they would like us to improve their system.

The primary change is that instead of just saying yes or no, they now make an informed decision based on their knowledge. To fail to understand this makes selling a game of chance where you may or may not get lucky.

Here’s what successful NCI Performance-Based Contractors are saying their customers need to know to make a good air conditioning and heating buying decision:

1. The basic facts about you and your company. Years ago, we spent most of the time talking about the manufacturer and the equipment. These days, we provide basic information about our company (maybe 5 minutes) and we may not even mention the equipment manufacturer. They learn who we are and what we will do for them from our diagnostic testing and the principles of system performance we teach as we test.

2. A system is much more than just the equipment. Good customer training during the sales process teaches them the names and functions of all the components of the system and how they affect system performance.

3. Each system is custom made, custom built, and custom installed. When you accomplish this they cease to be a low price box shopper and dig deeper to participate in the more important decision involving comfort and system performance. If you’re really good, you’ll teach them enough so they can offer input into your system design.

4. Your company knows how to diagnose and solve their comfort problems. They gain great confidence in you while they see you test and diagnose their systems. By the time you’re done, they know more about their systems than your competitors do.

5. Equipment efficiency is not system efficiency. Remember, equipment efficiency is your competitor’s primary weapon. Teach that the duct system also controls efficiency. Use diagnostic testing to render your competitors defenseless as they focus only on high efficiency equipment.

6. They should know enough to make the buying decision for themselves. At the end of your Performance Based sales call, your customer should be sufficiently educated to make a sound decision from his or her own knowledge. This decision will include selecting you as their new HVAC contractor.

Changing habits is really tough for all of us. But improving the way we offer our services is essential for our future success. Try changing your role from a salesperson to a teacher on your next sales call. Then enjoy a substantial increase in your closing rates, a higher per sales dollar volume and a significant increase in your income.