Unless there are sales, leads don’t seem useful. When HVAC business owners invest in advertising and marketing, they do so in hopes of gaining new work or winning a sale.

Even though potential customers call, that doesn’t mean they’ll convert into a paying or loyal customer. The best way to continue winning sales is by ensuring your team is converting at least 90% of customer service calls into appointments.

That leads many HVAC business owners to wonder how they can improve their sales ratios. It might seem logical to work with a professional HVAC sales coaching company. However, there are some critical steps businesses can take to help improve sales.

How to Improve HVAC Sales

When installers go on a service call, they know everything about the HVAC equipment ranging from indoor air quality to service agreements. However, does that HVAC technician have the sales skills necessary to find new leads or the skills they need for closing sales? Chances are, these individuals know about the HVAC industry, but aren’t familiar with the sales process.

Improving sales starts with the sales call. If you’re running an HVAC business that doesn’t have a dedicated sales team, it’s up to your HVAC service professionals to understand the sales process. Knowing about IAQ is part of the solution your HVAC business needs regarding how to improve sales. Pivoting that information with how your company can help potential customers live comfortable and healthy lives is critical.

For example, when discussing HVAC equipment, look at things from the customer’s perspective. When HVAC companies complete a sales call, they should ask the person on the other end of the line about specific issues they want addressed. Those questions could include:

• Does a new mother want to ensure her baby is breathing the cleanest air possible?
• During various times of the year, does the customer’s home get too dry, muggy, or stuffy?
• Is a pet owner embarrassed by lingering odors they cannot seem to eliminate?
• Are there members of the household currently suffering from allergies?

Improving sales also involves trying to think like a customer. That’s challenging for some in the HVAC industry because they know about systems, installation, and repair. However, when you take that thought-process a step further, it allows you to assess the following:

• Why are customers choosing to repair an out-dated unit instead of requesting a replacement?
• How often are they adding on different services?
• What motivates customers to add complementing accessories when making a purchase?
• Does your sales team know how to answer these questions and show customers value?
• Do your technicians know how to inform customers and sell what they need?

The Benefits of Sales Training

HVAC companies benefit from incorporating sales training for a variety of reasons. No matter if they have dedicated sales managers or need a sales team, an HVAC business needs new leads. They can receive HVAC leads and develop a team of sales professionals who know about closing deals and upselling products and services.

It might not seem natural to integrate sales techniques into a call when potential customers want to price shop. You might be thinking more about how to answer their question about service and price, instead of how your company can help meet their needs. If your company receives a steady stream of phone calls, your team might also be in the habit of keeping conversations short and to the point.

When differentiating yours from other HVAC companies, it isn’t always easy to build value. However, with an HVAC sales training program, online training is available to help create the best sales professionals for your HVAC business. An HVAC sales course is beneficial because, in addition to learning more about the sales process, sales managers also know more about:

• Where to find new leads and how to secure them
• What should happen during a sales call
• About closing sales
• Goal setting, including how to generate new HVAC leads
• How they can perform a successful ride along

Working in a competitive industry means your team must understand how to target the HVAC market. Training enables your team to learn the benefits of targeting the market when creating advertisements, speaking to customers in-person, and sales calls. For example, if your IAQ customers are allergy sufferers, your team can learn that advertising must fall in-line with when companies start promoting allergy medication.

About HVAC Sales Training

An HVAC sales training program typically involves a day course featuring online training. HVAC companies should encourage their sales managers and other sales professionals to participate in this training course. Attendees learn more about how the HVAC industry needs the kind of sales tips they’re receiving and how an HVAC sales course can help them grow.

This day course goes into depth about performing a successful ride along and why that’s essential for growing your HVAC business. An HVAC sales training program that includes this information means the CSR  must participate in activities beyond online training. This training course involves outlining to objectives of the ride-along, which include:

• Sales managers don’t have to rely on second-hand reports or other data because they’re in the field.
• They can highlight customer and market challenges for goal setting regarding how to improve sales techniques.
• Create continued opportunities for sales coaching.
• Enhance performance to benefit the customer and the HVAC company.

Because HVAC companies get busy, it isn’t uncommon for a training course or other online training opportunities to fall down the list of priorities. However, in the long run, that hurts your business’s bottom line. A successful HVAC training program should include role-playing opportunities for your sales team and technicians. That way, your sales team and service technicians can see the steps they must go through from the sales call to visiting the customer.

Offer HVAC Sales Training Today

Investing in HVAC sales training is your first step toward ensuring your sales team knows the in’s and out’s of generating news leads and closing deals. Sales training is much more than promoting your business online. It also involves teaching your technicians and other sales professionals how to turn HVAC leads into loyal customers.