HVAC Sales 101: 5 Best Practices to Land the Sale

Success in the HVAC industry (heating, ventilation, and air conditioning) isn’t just about your reps knowing your product (although it is about that, too). It’s about how reps present your products and services, engage homeowners, and leverage every sales interaction to build trust and value. 

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Michael Hirsh, a seasoned pro in HVAC sales strategies at Rescue Air, understands this balancing act better than most. With years of experience under his belt, he knows that mastering the sales process means being prepared for anything that may come up in the field. This ranges from making a clear first impression to engaging customers effectively to handling objections with tact.

Michael’s insights offer a strategic guide for HVAC system sales managers and teams seeking to stand out in a competitive market. He highlights the importance of leveraging technology to streamline sales conversations and tailoring each interaction to focus on the customer experience. Discover five Michael-approved key best practices and HVAC sales tips that are designed to help your HVAC business team close more deals and build lasting customer relationships.

1. Be Mindful of First Impressions

Will Rogers once said, “You never get a second chance to make a good first impression.” And in the world of HVAC sales training, impressions mean a lot. 

Michael says reps need to know how to “build value and be truly different from others.” This starts with a positive initial interaction with a customer during the HVAC sales process. 

These days, customers are more informed than ever, so reps need to come to the sales conversation “making sure [they’re] better prepared for the appointment than the homeowner.” They certainly need to know more than the average person with an internet connection. That means thinking like an HVAC technician while also knowing their company, their product, any promotions, financing options, and the competition. 

To make a well-rounded first impression, Michael says those in HVAC sales jobs should also look professional, smile, and maintain a clean vehicle.

2. Use Tech to Your Advantage

The hyper-aware nature of modern consumers also means they likely experience information overload. Brands and offerings blend together and it takes something special for businesses to stand out. Michael says reps can use technology to differentiate themselves from other HVAC companies with a well-branded website and tailored presentations. 

You and your reps can also consider the following HVAC marketing tactics:

• Ensure your website is mobile-friendly and all business information is accurate.
• Create content (e.g., blog articles, videos, case studies) that can help you stand out from competitors by attracting new customers and keeping existing customers coming back.
• Incorporate relevant keywords like “HVAC sales” and “HVAC service” throughout your website.
• Maintain active social media profiles on platforms like Facebook, Instagram, and X (Twitter) and respond quickly to customer inquiries through these channels. 

Michael says that a lot of reps are now using AI to auto-generate specific proposals or custom sales experiences and solutions based on customer needs and input. He believes AI presentation software is going to become more prevalent and effective in field sales. 

AI can also help your reps track and adjust their sales conversations in the field with virtual ridealong software. Using Rilla’s virtual ridealong platform, Michael discovered that one of his reps missed a big cross-selling opportunity with one of their customers. 

During this interaction, the customer said he “wished he had a good plumber on speed dial,” but the HVAC salesperson didn’t mention Rescue Air’s plumbing services. Once Michael went over the sales conversation, he was able to have the rep reach out and explain what their plumbing department could do to solve the customer’s problem.

3. Get Out Ahead of Objections

Michael explains that HVAC sales reps need to build rapport with customers and be “out in front” of their concerns or potential objections. He says one of the best ways to overcome these objections is to front-load the in-home conversation with positive business-specific information like customer reviews. 

Then, when the homeowner brings up a potential objection, you can respond by referring back to this info: “Remember, we have more than 3,000 reviews at 4.9 stars — do you think we would have this reputation if we (fill in customer objection)?”

4. Use Discretion When Educating Customers

As mentioned, customers are smart. They know when they’re being “sold” to. Michael says reps should assess their HVAC knowledge first and then educate them accordingly. “You have to tailor solutions to each individual customer’s needs and wants.”

Maybe they’ll have a customer who is a former HVAC contractor — they’re going to have an advanced understanding of HVAC equipment, so reps need to treat them differently than another type of professional or business owner. It’s important to respect your customers’ current understanding of your HVAC products and services. 

During in-person sales meetings, visual aids are extremely helpful for HVAC sales professionals when explaining different circumstances and clarifying complex information. Reps should also ask their customers questions and then share similar previous experiences and success stories. During this exchange of information, your reps can explain to your customers how your company helped people just like them.

5. Prioritize Personalization and Follow-up

Again, the name of the game is tailored customer experiences. Michael says, “You have to personalize communication and use multiple streams of communication.” And ensure your HVAC sales representatives reach out to customers through their preferred communication channels.

In a perfect world, your reps’ communication skills would inspire all one-call closes — but that’s not likely to happen often. So follow-up is critical. The first step is to make sure your customer has opted-in for a follow-up contact.

Next, when your reps reach out to customers, they need “a reason or something of value” to offer them, Michael says. Make sure your reps stay away from generic “hey, just checking in” conversations that leave customers no better than they were prior to the contact.

Take Control of Your HVAC Sales Performance

In field sales — and particularly HVAC sales — it’s critical to ensure that your reps are effectively engaging customers and addressing key questions throughout the sales process. When customers are required to make a significant home services or HVAC repair investment, they need to know they’re in good, capable hands.

Michael says you should be asking yourself, “Are [reps] setting the call up properly? Talking about the company? Educating when needed? Presenting the right options at the right time? How are they handling objections?” These were all questions that relied on human memory and the honor system until now.

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With Rilla’s virtual ridealong platform, you can make sure your reps are actively engaging customers — every time. When you’re ready to learn more about how Rilla can help your reps close more deals and boost their HVAC sales, check out our customer stories and then book a demo with us.