HVAC Leads – Turning Telephone Price Requests Into Appts
I’m going to save us all some time…
Here’s who doesn’t need to read this article:
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HVAC contractors who only deal with “high end” clients
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Contractors who lack the patience to genuinely engage with customers over the phone
Very few of us have been around long enough to have developed a reputation and retail data base comprised mainly of high-end homes with well-heeled owners and multiple A/C systems. If this is you, my hat is off.
But if you are an aggressive, hungry contractor looking to expand your HVAC leads, sales, and customer base, keep reading.
We all get the telephone price shoppers. Back in the 80’s, I was taught a certain way of dealing with these customers that probably worked okay back then. In reality, that was a different era and information availability has changed dramatically post-internet.
A lot of contractors still blow these leads off and that is a mistake. For many of you, the answer is always the same:
_________________________
“We can’t give prices over the phone without seeing the job first”
_________________________
“Ok, thanks. Click”
Here’s my question and I want you to be honest with your answer – When you are shopping for a product or service you know nothing about, aren’t you curious about how much it will cost?
At least some sort of price range? Have you ever gone on the internet (even if you intended to buy locally) and shopped an item before calling to get an idea of pricing in your market?
I know I have.
This is the digital era and those among you who best deal with that reality will thrive in the coming years. Those who are stuck in the yellow pages era and offer canned conversations over the phone, well, I’m afraid your time is quickly diminishing.
So here’s how I handle these digital era consumers who ask for a price on the phone:
If a customer can provide me with enough general details of their existing system and asks how much we will charge, I let them know that there are many variables involved and that’s why we offer a free job-site survey prior to your proposal.
I explain the value-building steps involved in this free survey including our custom heat load calculation and use this value to book the appointment. I explain that a fixed price based on a written jobsite visit is much more valuable to them than a wild guess over the phone.
Sometimes this works, sometimes it doesn’t. However, if they still insist on a price prior to a visit I would say this:
I’ve broken it down so we can analyze the purpose of each paragraph:
1) I certainly understand that budgeting for an unexpected expense of this nature can be unsettling. I know that when I make a major purchase, the budget is always a major consideration. You’re probably wondering who to trust, how much it will cost, and how to make sure you get the best value possible. Well, I can tell you I understand. Like you, I want to know exactly how much I’m investing and make sure I have the details I need to make a good decision. Make sense?
2) Mrs. Jones, here in (city) we are required to obtain a mechanical permit to install a new A/C system in your home and our installation has to comply with strict new codes that are enforced by a mechanical inspector who has the final say on compliance when he arrives. This means we have to view the installation through the eyes of this inspector and our quote to you will need to include any upgrades these new codes require us to make to your ductwork, equipment platforms, wall penetrations, etc. So until we view your home, ANYONE you call is just flat out guessing.
3) Now keeping that in mind Mrs. Jones, I can tell you that most customers in the (city) area with your type of equipment will typically choose to spend from $XXXX to as much as $XXXX.(Make this a very wide range!)
4) The final total investment is determined by the system efficiency and selected features along with updates we are required to make to comply with current codes. But don’t worry, after we complete our free, no obligation survey of your home you’ll get a complete, detailed written estimate that will include your exact system requirements including our most popular options, customized to your needs.
5) Mrs. Jones, I’m so glad you decided to call and give us the opportunity to earn your business. May I ask how you heard about us? Great! I will make a note in your file that (name) referred you. I will make your personal advisor aware of our discussion today so that he/she understands your concerns. Now is a morning or afternoon appointment more convenient for you?
Here’s what we’ve accomplished in each step of the answer above:
1) You are showing genuine empathy and understanding of the problem this prospect faces. You are establishing a solid rapport by recognizing their concerns.
2) You are introducing the concern that NO ONE can price a job without fully complying with local codes. And, perhaps they have no idea that a permit is required and it is for their protection. The last (or next) company they call will probably fail to mention a permit. This can leave doubt in the customer’s mind as to whether they intended to comply with local codes.
3) You are fulfilling their request for a price range by letting them know what others spend when faced with the same problem your customer faces. Knowing how others handle the same problem provides us with an assurance that, we too, are making the right decision.
4) You are explaining why the price range is so wide without locking yourself in. Plus, you are continuing to build value by discussing your free written estimate including exact system requirements.
5) I’m casually closing the appointment. Asking her how she heard of us reinforces her reason for calling and moves her a little closer from prospect to customer. I mention a file which implies we are about to actually have one and I end with an alternate-of-choice closing question, “is morning or afternoon better?”
This answer will work more often than not and if it doesn’t they may be a true price shopper and nothing else. But not everyone who asks for a price on the phone is interested ONLY in price. Some are just curious. Or maybe their neighbor just had a system installed and they are checking to see where that price fits in the market.
If they are serious, this HVAC lead will result in an appointment much more often than the old-fashioned way!
Did I miss something? I would love to hear your thoughts and feedback! Have you uncovered another technique that works for you? Leave your comments below.
This article is written by Michael Haines, the founder of AC Direct, the oldest and most visited HVAC e-commerce site in the country. Michael has generated over $40,000,000 in HVAC revenue using web based marketing from his own HVAC websites, including local service and installation sites.
His websites have generated over 17,000,000 visitors and were featured in the INC 5000 list of fastest growing companies in America, 2 years in a row.
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407-459-8804 or email info@TripleYourClicks.com.com
