This podcast episode elucidates the nuanced strategies for promoting emotionally driven purchases within the HVAC industry, specifically focusing on accessories and system enhancements that do not constitute essential components of the system but significantly enhance the user experience. We delve into the critical importance of understanding customer needs through insightful questioning, thereby uncovering emotional drivers that can be leveraged to facilitate these additional sales. By framing such enhancements not merely as products but as solutions to personal challenges, we aim to elevate their perceived value in the eyes of the consumer. The discussion further examines pricing structures and the psychological implications of presenting warranties and air quality improvements as peace of mind rather than mere transactions. Ultimately, we endeavor to equip HVAC professionals with the tools necessary to foster a deeper connection with their clientele, thereby enhancing both sales efficacy and customer satisfaction.

This episode covers the misconceptions about accessory sales and how to sell them with passion and conviction. Remember, logic is the steering wheel, but emotion is the gas pedal. Make sure to check out www.closeitnow.net to stay connected with all the events, training, and coaching programs.

The podcast episode delves into the sophisticated art of selling HVAC accessories and enhancements that, while not strictly necessary, possess the potential to significantly elevate the customer experience. The speakers articulate the necessity of engaging customers through emotionally driven narratives that resonate with their personal experiences and challenges. By framing inquiries in a manner that presupposes the existence of health-related concerns, such as allergies or asthma, the speakers enable sales professionals to uncover the emotional motivations that drive consumer decisions. This methodology not only facilitates a more meaningful dialogue but also empowers the salesperson to effectively position supplementary products as integral to the overall HVAC solution. In addition to discussing the emotional aspect of the sales process, the episode provides a detailed examination of the pricing strategies pertinent to these enhancements. The speakers advocate for a pricing model that transcends mere material costs, suggesting that the value proposition should center around the peace of mind and enhanced quality of life these products confer upon the consumer. By articulating the benefits in terms of life improvements—such as fewer allergy symptoms and greater comfort—the speakers illustrate how to transform perceived value into actionable sales. This insightful discourse culminates in the affirmation that successful salesmanship in the HVAC industry requires a keen understanding of customer emotions and needs. By employing strategic questioning and emphasizing the long-term benefits associated with HVAC accessories, sales professionals can foster deeper connections with clients, thereby enhancing both sales outcomes and customer satisfaction.

Welcome to Close it now, an H Vac sales training podcast with Sam Wakefield.

Here we'll build your reputation in residential H Vac sales to be the expert influencer in your market.

You'll get insight into the top minds in the industry as they share their skills and hacks to help you on your journey.

This podcast isn't just about selling more, it's about understanding your customers needs and building efficiencies behind the scenes so you can sell more but work less while being top of mind when people think H Vac.

Now let's get started with your host of the Close it now podcast.

This is Sam Wakefield.

Welcome back to Close it now, your Drive Time University H VAC sales training podcast.

So this is gonna be a great episode.

We're talking today about how to sell promote more emotionally driven purchases like accessories, system enhancements, those types of things that don't necessarily have an.

Necessarily is a good word.

They don't have a necessity attached to them, they're not a requirement to the system, they're a nice to have or they're things that good examples are extended labor warranties or air quality items.

Things that there's not necessarily a tangible associated with them.

How do you promote them?

How do we tap into the emotional connection to sell these types of products and how do we price them?

How does that structure work and where does it need to fall in your the way you price it along with the rest of your project.

So that is our topic for today.

So stick around, it's going to be a good one.

Also I want to give a big welcome.

We have a brand new country that came online last night listening to the Close it now podcast.

Country number 12.

Welcome Zambia.

Obviously there's lots of heating and air conditioning that needs the people to serve in Africa that needs sold.

So thank you for listening.

I hope this podcast serves you well.

Reach out to me.

I'd love to.

If you're in any country, of course the United States, because that's where I'm at.

But any country, feel free to find me on CloseItNow.net, reach out to me, shoot me me a message.

I'd love to get in contact with you, find out about, learn about your market, what is it like.

So let's dive into our topic today.

I've got my iced coffee here, iced coffee with a little bit of cream.

What are you drinking right now?

So topic, how do you promote items that are less necessity.

And by necessity I mean the equipment itself.

You've got your heating and air conditioning System.

It heats, it cools, it does its thing.

And obviously there's lots of techniques and skills and verbiage surrounding upselling in equipment and selling the more efficient and more comfortable equipment.

But this is something else.

This is talking about your system enhancement items, your accessories.

A great example that I mentioned is your extended labor warranty.

Another example would be air purifiers.

Are you using an air scrubber?

Do you have a REMI halo or what are you promoting?

Is it air purifier, Is it the IQ air, is it electronic air cleaners, all these things?

Well, first of all, it has to come from a place of asking questions.

You've got to ask the questions.

And this is really where the deeper questions come in.

You know, okay, who in the home is experiencing allergy issues or asthma issues?

And it's about phrasing, don't ask.

Question.

Like do you have any allergy issues or asthma issues?

This is one of those assumed sales.

The question needs to be phrased like who in the home experiences asthma issues or allergy issues or both.

So you're assuming somebody has, because in our society somebody usually has allergy problems.

And when they say, oh, well, you know, Aunt Ethel that lives over there or my son or I do, whatever the answer is, say, oh, wow, tell me more about that.

Mm, okay.

Wow.

That bad?

The answer is usually, well, that bad.

Is it bad enough they need medication?

You know, ask several follow up questions, really get them talking about it.

Get them talking about what it's like for them.

Obviously if that person is there and they're the one talking about with their own experience, that's even better.

But get them to talk about that.

You've got to uncover the emotional drivers because at this point you're not even offering.

Again, we don't offer solutions until we ask all the questions and we've evaluated the whole project, but we're just uncovering right now, well, we've got to uncover those emotional items and what their driver is, what's their hot button.

So a great example is, and I'm going to use the extended labor warranty because that's one of those items that is totally undersold maybe and definitely never sold for the right amount of money.

Items that cost just because an accessory or a system enhancement cost you, like your material cost is maybe $300 as an example, or pounds or whatever your, you know, your currency is, just because it costs you that this is totally different margin because you've got your set margins on your equipment for your system, your condenser for your furnace, for your air handler, whatever it is, you've got your set margins for that.

This is a system enhancement because the beautiful part of any of these items is your day is covered with your overhead is covered by your system.

So all of this is where we get into blended margins.

Because all of the margin on your accessory, on your system enhancement falls to the bottom line once you've covered the install of it.

You know, obviously each thing you have to mark up, you've also got to mark up the, you know, cover your labor and all that built into that.

But this really boosts the margin in your bottom line because these items you can absolutely sell at a better margin.

A good example is the labor.

For most systems, their hard cost is, you know, $300, $400 somewhere in that range.

Three, three to four, 50, three to 500 somewhere in that range.

Now I got a question yesterday.

If I'm applying my typical margin that I do on my accessories to this, here's what it comes up to be.

And so my question back to this, this coach.

What do you think you're selling when someone buys a labor warranty from you?

And his answer of course is, because he's my client, is a good one.

It's like, well, I guess I'm selling the confidence that it's gonna get taken care of.

I say yes.

When you're selling a labor warranty, you're selling peace of mind.

It has nothing to do with the piece of paper, has nothing to do with the rest.

You're selling peace of mind.

What is peace of mind worth to you?

It's what we sell them for.

Because the value of someone having the peace of mind to know that for a decade, if anything goes wrong with their system, it's not going to cost them another dime.

It's amazing.

And so when you, it's all about your phrasing, interchange a 10 year labor warranty with a complete warranty for a full decade.

Decade, it's the same amount of time, a decade and 10 years, you're saying the same thing.

But decade, that hits the threshold of man.

That's a long time.

Psychologically, that's a long time.

Just pick up the phone and call us.

It won't cost you another dime and we'll instantly get it taken care of.

That is a big value proposition.

And so that's how you posture things like labor warranties.

That's how you posture an air purifier when you're installing a.

You know, upgraded all the different models out.

What is that?

We've got Remi Halo, we've got the Air Scrubber, we've got Guardian Air, We've got all the different ones.

I know each brand has their kind of proprietary UV lights and those kind of things, the Honeywells or whatever.

When you're, when you're positioning that, when you're posturing that into your presentation, the way you present that is crucial.

But this is a, this is not a required part of the project.

This is an additional, emotionally driven purchase.

Could they go buy, go to Walmart and buy a bunch of little air purifiers for each room at a fraction of the cost?

Absolutely.

But so I just left a house right now where we were talking about air purification, asking about the allergies, described in depth, what this thing does.

And then when we're talking about it at the end, it's like, listen, with the inclusion of this air purifier, what you're going to get with that is not about the air purifier.

It's about your son waking up every day and not having this splitting headache.

He was just talking about four times a year, he's saying, he goes, he has this.

It's almost like he's got the flu for about a week, about once a quarter.

With this product, that's not going to happen, or it's going to make a huge difference with that, because this is.

And here's the history of what it does, and here's our other testimonies of people who used to say the same thing, and now they say they've seen a massive improvement.

So that's what you're getting with this product.

Would you like to include it in the package?

The answer was yes, absolutely.

We've got to have that if it makes that big of a difference.

And of course we know it does.

We're not selling something that doesn't work, obviously, because we've got massive list of testimonies of people who've experienced some pretty serious changes.

And Improvement with the inclusion of a product like that.

But that's what that conversation needs to sound like.

You're not saying, okay, here's an air purifier.

Do you want it?

Well, no.

The answer is no.

It's how much?

A thousand dollars?

Twelve hundred dollars?

No way I'm going to include that.

But when you position has nothing to do with the air purifier, it has do with the labor warranty.

It has everything to do with when you don't have to wake up with that bloody nose because the allergies hurt so bad in your head.

Isn't that going to be worth it when you're positioning the labor warranty like, listen, say you're talking to a couple who's maybe one of the partners, travels, does international travel, and there's maybe a wife and kids at home, and you're positioning a labor warranty to say, listen, I know that you do a lot of traveling.

You're not always here, so you don't.

With this labor warranty, you have the peace of mind of knowing that if anything happens over the next decade, you could be halfway around the world.

Your wife doesn't have to go through the process of calling three companies and taking bids on things and dealing with all of these strange people in your home.

When you're not here and it's just her and the kids here, you've got the peace of mind of knowing that for a decade she can pick up the phone and call us.

It doesn't matter what it is.

It's not going to cost you any more money and it'll be taken care of immediately.

Do you want to add this to your system package?

And when you, when you position things like that, your system enhancement sales, your accessory sales, goes dramatically higher.

And it's not that we're, we're not faking anything.

We're just expressing the value of what we're offering, provides.

But more importantly, we're not only expressing the value, we're expressing it in terms of benefits.

What are they truly going to get out of this accessory?

It's not the fact that they've got a light that glows in their, you know, in their plenum now or in their, in their evaporator coil.

What they have at this point is better air.

They get to breathe, breathe easier.

They get the peace of mind, whatever it is you're offering.

There are dramatic value propositions that completely relate to what this is.

So if you don't know how to formulate that, shoot me a message.

I Can help you brainstorm it, but also read the material, read the company's marketing material.

They've given you the words to say usually in the brochures and stuff.

So totally read it.

Find out what in the world that they say and if their marketing material is super feature heavy and not benefits, let me know.

Let's brainstorm it.

Because just about, well, not just about every single thing that you can offer.

You can, there's benefits to it or it wouldn't be an item that's on the market.

Somebody benefits from whatever product or service it is or it wouldn't stay on the market.

So that is how to posture those types of things.

That's how to position things that are emotionally driven cells that are emotionally driven.

Because remember that logic is the steering wheel.

It's going to point the wheels in the right direction but without the emotion behind it.

The emotion is the gas pedal.

The emotion is what people will step on the gas to actually take action and take action now in the right direction.

So they'll take action now in the right direction to make those decisions.

So that's the nuts and bolts of it.

That's how to take any item, tie it to an emotional connector by talking about benefits and then through that, relate it to the benefits the people are going to need to get them to take action on it and to get them to take action on it.

Now it's just such a fun.

When you start understanding this, it doesn't matter what it could be the system, it could be whatever it is.

But when you uncover their start with the questions and uncover their needs and their wants.

And it doesn't mean sell something that people don't need and people don't want.

No, that's not what we're saying.

When you uncover a problem they have and know that one of these items will solve that problem, you talk to them about it in terms of benefits and that's how to get that driver and that emotional connection.

So that is our episode for today.

I'm rolling my coaching.

I've got group coaching, I've got private coaching.

Go to CloseItNow.net you can find out more about those that should be up really, really soon on the website.

So what we're going to do, if you're interested in that, we will do a.

We'll jump on the phone or on a video call depending on you're at and we can spend about an hour together and really deep dive and find out if it would be a good fit for you.

Find out which one might be the better fit for you and what it's going to take to achieve your goals.

We're going to talk about what your goals are, because if you don't have goals in mind, anywhere you go, you're going to hit them, right?

It's like in the Alice in Wonderland.

Which way should I go?

Well, does it matter if you don't know where you're going?

Any road will get you there.

And so we're going to set some goals for you.

And yeah, we're really deep diving and see if we can provide some value for you.

So find me@CloseItNow.net and join our Facebook group.

We're a growing community of top performers, top achievers.

We are changing the world through sales from the inside out, Sales by service.

It's such a beautiful way to approach life is to serve others.

So anyway, that is the podcast for today.

Welcome Zambia and I will talk to everyone again soon.

Thanks for listening to Close it now with Sam Wakefield.

Subscribe to the podcast now so you're first to hear new episodes jam packed with actionable tools and tips to make you the top H vac professional in your market.

If you have friends and colleagues who would like this show, share it with them and send them to our Facebook community for more in depth discussions discussion about the challenges we all face and how to overcome them on the Close it now podcast.