Steve Howard is founder of The ACT Group Inc., a training and consulting firm helping HVAC contractors and distributors achieve Increase Profits Through Knowledge® since 1985. Email him at Steve@NoPressureSelling.com.
The biggest objection commercial HVAC sales consultants hear is: “We don’t have the money to the replace HVAC equipment.” But, thanks to recent tax law changes, profitable commercial businesses now have the financial ability to pay you to swap worn out HVAC equipment for better comfort, greater reliability, and lower energy bills.
Objections aren’t brought up by Boomers because we don’t want to buy. However, we know the more time and energy a sales consultant has invested, the more they don’t want to lose the sale. But we’re predictable - we’re so predictable that over 90 percent of Boomer objections can be neatly placed into four categories.
Boomers buy emotionally, but we won’t write the check until we validate our decision with value. We need to validate value. The more value you validate, the more we’ll buy from you. It’s just that simple. Here are the seven elements of often-overlooked value.
In this sixth article of an eight-part series on selling to Baby Boomers, the author notes that Boomers have always craved emotional stimulation, and Boomers get emotional about benefits, not the equipment that provides them.
This is the fifth article in an eight-part series on selling
to Baby Boomers. Boomers grew up in an era of risk-taking. Being drafted
for an unpopular war, civil rights protests, drug experimentation, free love,
and the Nixon administration all carried unique risks. As Boomers grew older, risk reduction became an important part of everyday life.
When Baby Boomers buy any product, we instinctively believe it will perform its designed function. We assume our physical requirements will be met. What our subconscious minds are desperately seeking is people and products that will satisfy our emotional needs.
Years of positive experiences and expensive lessons affect everything Boomers buy, especially when it is something unfamiliar or complex like a replacement comfort system. Too many sincere salespeople lose sales because they don’t understand how the Boomer “rip-off prevention system” works.