Emotional selling starts at the kitchen table, not the equipment. The focus isn't on mechanical things, it's on people and their comfort-related problems. The emphasis isn't on features and functions, it's on the physical and emotional feelings of each family member.
Because buying a replacement comfort system is an infrequent, unplanned, technical purchase, most buyers don't know what they want. Helping people discover their wants, then transforming wants into desires is the secret to selling comfort.