And then there is the area “in between” where technicians may be allowed to sell add-on equipment such as air filters and humidifiers, as well as service agreements, but not the complete HVAC system. Technicians can also be encouraged to generate sales leads and are often rewarded with a commission for leads closed on by salespeople.
“Tech selling for accessories is critical to the success of the business,” said Dave Dombrowski, NEWS consultant and manager at Metro Services/ARS, Raleigh, N.C. “However, with the new mechanical code, using selling techs to size and install equipment is a code violation waiting to happen. All jobs must have a heat load run and this either requires an investment of a computer for each tech or eliminating a one-stop sale.”
Linda Couch, COO and vice president of sales for Parrish Services Inc., Manassas, Va., sees both sides of the issue. “In our company, there are appropriate situations for both tech selling and salespeople,” she said. “Clearly there are benefits to having a technician close a sale on the spot. However, rather than “tech selling,” we want our technicians to take on the role of “trusted advisor.” What’s the difference?
“To explain, we use the analogy of a veterinarian and how they work. First, veterinarians are not cheap. We pay a premium for their expert opinions. Second, veterinarians know that sometimes the most appropriate recommendation is to put a pet down, and they’re not afraid to tell us that is the best option. That’s what a tech needs to be able to do; he needs to use all his knowledge and experience to identify all appropriate recommendations, including replacing a system, and help the owners decide which alternative is best given their unique situation.”