NCI's Dominick Guarino continues his ABCs series

Dominick Guarino, NCI CEO

High-Performance Selling in the HVAC industry is actually more of a buying process. When done right, the customer will typically make the buying decision long before a formal proposal is ever written or presented.

While this series couldn’t practically include every detail of dealing with every sales situation, it should give you a good overview of the process. With some good training on performance testing, coupled with the steps outlined here, you should be able to hit the ground running.

The foundation of Performance-Based Selling is an educational buying process that uses basic system testing to help identify and diagnose issues that impact comfort, indoor air quality, and energy efficiency. The buying sequence typically includes three key steps:

  • Interview the customer to understand their comfort and energy concerns, their specific needs, and their short and long-term objectives.
  • Test and analyze the customer’s comfort system performance to identify those areas that need improvement
  • Prescribe options that address the customer’s needs.

The High-Performance Sales process can be further broken down into six basic steps ‘ once you’re in the home. The order of these steps may vary based on the specific situation and customer needs, but each are essential. Next month, in Part 9 of this Series, we will walk through each of the six steps of this process.

But first, it’s important to identify the type of lead and how it was generated, so you can tailor your approach both before the call and while in the customer’s home.

Customizing the Process

Before you engage a customer, it’s important to identify how the lead came to your organization. With this information you can tailor the visit to match the lead type. Most leads will be generated from one of the following three events:

  1. Performance testing during a service or maintenance call
  2. Customer calls for help to solve a comfort, energy efficiency, or indoor air quality issue
  3. Customer contacts you for replacement quote ‘ lead generated from your marketing efforts.

Let’s look at each of these lead sources and how they impact your sales approach.


Catch Up On All the Installments of this Series:

Part 1: What is High-Performance HVAC and Why Do It?

Part 2: Is It the Right Fit for Your Company?

Part 3: Five Steps for Becoming A Performance-Based Contractor.

Part 4: Five More Steps for Becoming A Performance-Based Contractor.

Part 5: Your Investment in Performance.

Part 6: The Five Keys to Quality Training.

Part 7: The Right Tools for the Job.

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