But when I finish explaining what we will do and why, when I show them how we can improve their situations, they realize they want and need those four things.

In classes and articles I’ve read, this is called developing a relationship. Building a relationship with your customers changes things. You go from your relationship being based on transactions (or the cheapest price/fastest installation time) to one based on trust.

Relational customers listen to us, ask questions, and want to know more. During my sales presentation’s first 15-20 minutes, I ask questions and then listen to their answers. I talk less and spend more time taking notes in the first 20 minutes.

It’s a Cultural Thing

Avoid tech talk a homeshows
Whether talking to customers during a sales visit, or visiting with attendees at a
local home show event, the key is to listen, ask questions, and invite them into a
relationship versus transactional discussion. And steer clear of falling
into technical jargon speech.

It never dawned on me before, but communication is a cultural thing. For us, the culture is our High-Performance approach, and it’s taken years to get it going, but I see it making a difference.

Again, it’s not easy. Even today, I must simplify how I talk to customers and focus on showing instead of telling. It takes a lot of effort.

What disheartens me is how so many companies claim to operate above par but settle and provide average or below-average service. They like the status quo. That’s not us. We don’t want the status quo.

We want to show our community that we’re better than just the guy who sells boxes.

Tips For Simplifying Tech Talk

The good news is that the owners of Canco go out of their way to provide me with the tools and training I need to be successful at this. Here is what I learned, what I practice, and what is working for me and my company:

  • The truth is most customers want to understand what they are buying and why it benefits them. Translating HVAC jargon into ideas that customers can comprehend is an art that doesn’t come naturally to everyone. I take time to create a list of the most common talking points in my sales approach and write out simplified, relatable responses for each.
  • Less can be more – I struggle with falling into the trap of talking jargon. It is second nature – after all, I’ve spent years selling HVAC and training in its technical aspects. My nature is to overshare that wealth of industry knowledge, thinking I am educating the customer.
  • While consumers want to feel confident in their purchase choice, they are easily overwhelmed by a salesperson or technician sharing a firehouse’s worth of information. Today, I work hard at trimming my sales conversations down to only what is necessary for the homeowner to understand the benefits. Once I do that, I can complete the sale.
  • Bundling – I find success in offering various products and services that we can bundle to benefit a customer (service agreements, financing options, extended warranties, IAQ, etc.).

When offered separately, the sale becomes more complex in customers’ minds. Bundling these services together into set purchase plans can simplify customer choices. They can make clear, confident decisions faster, and the salesperson can close more sales.

Visual Aids

Using visual aids is the fun part for me. I follow Canco’s six-step sales process. I show the customer the NCI form with their name and telephone number on it (it’s customized just for them). It shows how an HVAC system is supposed to work and what we do to test and measure to find any problems. I guide them through it. I put an addendum to it if I want something to stand out for them.

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