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Success in the HVAC industry (heating, ventilation, and air conditioning) isn’t just about knowing your products inside and out. While product knowledge is essential, what truly sets top-performing sales reps apart is how they present solutions, engage homeowners, and build trust in every interaction.
Michael Hirsh, an expert in HVAC sales strategies at Rescue Air, understands this balance well. With years of experience, he emphasizes the importance of preparation—whether it’s making a strong first impression, handling objections effectively, or leveraging technology to enhance sales conversations.
Michael’s insights offer a roadmap for HVAC sales teams looking to stand out in a competitive market. He highlights the power of technology in streamlining sales discussions and tailoring each interaction to the customer’s specific needs. Below, we share five expert-backed HVAC sales best practices designed to help your team close more deals and build lasting customer relationships.
Will Rogers famously said, “You never get a second chance to make a good first impression.” In HVAC sales, that first interaction sets the stage for trust and credibility.
Michael stresses that sales reps need to “build value and differentiate themselves from competitors” right from the start. This means arriving prepared, making a professional entrance, and demonstrating expertise.
Today’s homeowners have access to more information than ever, so reps must ensure they’re better prepared for the appointment than the customer. Beyond knowing the product and service offerings, reps should also understand promotions, financing options, and competitor comparisons.
A polished appearance, a warm smile, and even a clean, organized vehicle contribute to making a positive first impression that puts customers at ease.
Modern consumers are constantly bombarded with information. To capture attention and build credibility, HVAC sales reps must utilize technology strategically. Michael suggests that a strong digital presence—such as a well-branded website and personalized presentations—can help differentiate your business.
Some HVAC marketing tactics to consider:
Additionally, Michael notes that AI-driven tools are reshaping sales processes. Many reps now use AI-powered platforms to generate custom proposals and deliver tailored solutions based on customer input.
Virtual ridealong software, such as Echow, takes this a step further by analyzing sales conversations to identify missed opportunities. For example, one of Michael’s reps overlooked a chance to cross-sell plumbing services when a customer mentioned needing a reliable plumber. Thanks to Echow, this oversight was flagged, allowing the rep to follow up and turn a lost opportunity into a successful sale.
Building rapport is crucial, but successful reps also anticipate and address objections before they arise. Michael recommends proactively incorporating credibility-building elements into conversations, such as customer testimonials and reviews.
When a homeowner raises an objection, reps can refer back to this information:
“Remember, we have over 3,000 reviews with a 4.9-star rating. Do you think we’d have that reputation if we [insert objection]?”
This approach reassures customers and reinforces trust, making them more likely to move forward with the purchase.
Customers today are well-informed and can often sense when they’re being “sold” to. Michael emphasizes the importance of tailoring sales discussions to each individual’s knowledge level.
For instance, an HVAC contractor-turned-homeowner will have a deeper understanding of technical aspects than someone unfamiliar with HVAC systems. Reps should respect this difference and adjust their approach accordingly.
Using visual aids, asking thoughtful questions, and sharing relatable success stories can enhance communication. By demonstrating real-world applications and past solutions, reps can help customers feel more confident in their decisions.
A personalized customer experience is key to closing deals and fostering long-term relationships. Michael advises reps to adapt their communication methods to each homeowner’s preferred channel, whether it’s email, phone, or text.
Since not every deal will close on the first visit, effective follow-up is essential. Instead of sending generic “just checking in” messages, reps should provide value-driven updates.
Example: “I wanted to follow up with some additional financing options that could make this project more affordable for you.”
Offering helpful insights during follow-ups increases the likelihood of conversion and demonstrates genuine care for the customer’s needs.
In field sales—especially in HVAC—it’s essential to ensure reps are engaging customers effectively and addressing their concerns throughout the sales process. Homeowners making significant investments in their HVAC systems need confidence in their decision.
Michael advises sales managers to ask themselves:
Until now, answering these questions relied on memory and subjective assessments. Echow changes that by capturing and analyzing every sales conversation in real time. With AI-powered insights, managers can ensure reps are engaging customers effectively and following best practices—every time.
Virtual ridealongs powered by Echow provide a scalable, data-driven approach to improving sales performance. By identifying coaching opportunities, tracking talk-to-listen ratios, and pinpointing where reps need support, Echow helps HVAC sales teams close more deals and increase revenue.
Ready to take your team’s sales performance to the next level? Explore how Echow can transform your HVAC sales strategy—book a demo today!
