Overcome Objections: Return to the Data

When a homeowner hesitates or brings up price, I circle back to the performance data. I’ll say, “I understand it’s a big investment, but let’s remember what we’re fixing here.” Then I remind them of the high static pressure, the poor airflow, the dust problems, or the comfort complaints they mentioned.

It’s not about pressure — it’s about clarity. I help them see the cost of doing nothing. I’ll show them how much energy they’re wasting or how their equipment is being stressed. When they realize the long-term cost of not fixing the system, the price starts to make more sense.

Keep the Conversation Human

Above all, I treat every customer like a real person — not a sales target. I use normal language, I listen more than I talk, and I stay humble. I’ll even admit when I don’t have an answer, but I always follow up. That kind of honesty goes a long way.

Homeowners are tired of gimmicks.They want someone who cares, someone who knows what they’re doing, and someone who’s not afraid to back it up with data.

When you can be that person, you don’t have to “close” the sale — the customer closes it for you.

Why High-Performance Sells Itself (If You Do It Right)

Selling High-Performance HVAC isn’t about being slick. It’s about being real. The more I focus on education, diagnostics, and outcomes, the more homeowners trust me — and the more they’re willing to invest in a solution that works.

So, if you’re out there trying to grow your business and you’re tired of competing on price alone, shift your mindset. Start measuring. Start testing static pressures first.

Get yourself and your field service and installation teams trained in static pressure so you understand what your measurements mean.

Take baby steps. Then test as many different systems as you can. Most importantly, don’t make it a science project. Just keep it simple. Then you can start showing customers what’s really happening in their homes — and how you can fix it.

Because once they see the truth, they’ll want what we offer.

Will Horner is the sales manager and HVAC system analyst-trainer at Canco ClimateCare in Newmarket, Ontario, Canada. Horner joined Canco in 2005. He is a firm believer in training. He has taken all the HVAC design courses offered through The Heating, Refrigeration Air-Conditioning Institute of Canada – Skilltech Academy. Horner holds current designations as a Residential Air System Design Technician and Residential Hydronic Design Technician. You can reach him via ncilink.com/ContactMe.

NOTE: The content of this article is the basis for the Summit 2025 presentation that Will is facilitating in Austin. Learn more about Summit here.

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