When asked at recent trade shows what it is that HVACR contractors sell, the most common response was units (air conditioners or heaters). When pressed harder, many contractors said service.

The truth of the matter is that contractors sell comfort.

The unit and the way in which it is installed or serviced are the behind-the-scenes portions of comfort that the consumer rarely sees. However, consumers feel the end results of comfort daily. When selling or explaining, few consumers relate to tonnage of an A/C unit or Btu of a heater, but all relate to being too hot or too cold at some time during the calendar year.

The unit is the means to an end. Installation or service is the manner in which we can serve our customers. If we put unit sales and service or installation in terms of consumer comfort, not only are we more apt to get the customer’s attention, but we are also more apt to make a sale and establish a business relationship! Once we get their attention, we have become a consultant and a confidante. Listen to what consumers want (or need), give it to them, and you’re a winner!