To help buyers feel appreciated, ask questions that allow them to talk about themselves. Many buyers are cautious about giving too much information to someone they just met, so ask questions that are meaningful to them and comfortable to answer.

Appreciation is judged by both actions and words. Show you are listening. The harder you listen, the more exceptional trust you build. Talking notes builds exceptional trust. When you write what they’re saying, they gain confidence you won’t forget what they said.

Ask questions to help you and your buyers discover their priorities in the order of importance. Their most desired benefit could be worth 10 times more than the next desired. Exceptional trust is built when you use their answers to help them design their ideal solution.

Ideal Solution

“Our competitors have basically the same technology, price, performance, and features… design is the only thing that differentiates our product from theirs.” - Norio Ohga, president of Sony.

An ideal solution is a customized package of benefits that best satisfies your buyer’s requirements. Every ideal solution is different because every buyer is different. There are 221,184 ways to order a Burger King Whopper. Imagine how many ways you can customize comfort with indoor air quality products, financing options, exclusive warranties, efficiency ratings, service agreements, and much more.

Teaming up to design your buyers to design an ideal solution can be a fun and exciting experience for everyone. Exceptional trust grows as you move from information gathering to design consultation with new friends. The more buyers want what they have designed, the more likely the sale. In fact, when buyers get exactly what they want they tend to sell themselves and let energy savings help fund their investment.

Unresolved Risk Invites Comparison Shopping

Peace of mind is the key ingredient in every ideal solution. It’s the “green light’” emotion that subconsciously tells shoppers it’s okay to buy. Imagine a balance beam scale with peace of mind on one side and risk on the other. The more risk you reduce the more peace of mind you provide.

Physical risk: If it’s not safe, nothing else matters. Competing products have similar safety features, but you get credit by telling how the feature provides a benefit they want.

Phycological risk: Anytime buyers believe a purchase could result in regret, a degree of phycological risk must be reduced. Long-term warranties and top-of-the-line products may reduce psychological risk.

Functional risk: Problems are not solved by equipment alone. Tell how your team's training, workmanship, and quality control processes help assure reliability and peace of mind long into the future.

Financial risk: When buyers can’t afford their ideal solution as designed, you gain exceptional trust by helping them redesign a solution they can afford.

Social risk: When dealing with buyers concerned with social risk, you are suddenly in the luxury business. It’s more about meaning than money. Ask questions to learn which social risks you can help reduce.

Exclusive Benefits

Until buyers learn differently, most believe HVAC contractors are pretty much the same. In fact, you and your best competitors start out with many of the same benefits. Imagine that balance beam scale again, this time the scale is balanced with competition on one side and you on the other. Your exclusive benefits are what tips the scale in your favor.

Five exclusive benefits only you can provide include:

• Your exceptional trust
• Buyer’s ideal solution
• Your company
• Exclusive warranties
• Top 10 installation

Industry research found as few as one HVAC system in 10 was installed correctly. Tell them why air balancing, proper charging, and duct sealing are just some of the things you do to ensure they will be in the top 10%.

After each question ask something like, “Would you like to hear more about airflow…?” This allows buyers to control the information they receive and creates one more Exclusive Benefit.

The sale is usually made when buyers realize they want your exclusive benefit and their ideal solution. No need for other quotes because they’re getting everything they want from you.