Season 1 Episode 4 – HVAC Call Conversion
Welcome back to the HVAC Accelerated success program, my name is Ben Middleton and I am the National Sales training manager for both the Goodman and Amana Brands. A wing on an aircraft creates lift by increasing the speed of the air over the top of the wing compared to the speed of the air below it. This is accomplished by creating a longer distance for the air to travel over the top vs. the bottom so in theory the more camber on the top the more lift this wing will have. Two other factors on lift are airspeed and angel of attack. One of the resources a pilot has to increase lift in a wing are flaps and slats. By extending these pieces of the wing a pilot changes the shape of the wing which allows the pilot to carry heavier weights at slower airspeeds. When we apply this theory to business think about high demand months as higher airspeed and low demand months as low airspeed and heavier weight. Your ability to convert calls is just like a pilots ability to raise and lower flaps and slats. When things are busy we may prioritize calls and thus have a lower conversion rate as business slows we may need to increase our call rate in order to generate more business changing the shape of our wing so to speak. This week we had an opportunity to secret shop our 6 companies. Let’s see how our companies perform when it comes to call conversion.
Accelerated HVAC Success
Season 1 Episode 4 – HVAC Call Conversion Principles
A successful take off requires the pilot to increase “lift”. In a wing we’ve got flaps and slats. By extending these mechanical wing pieces, a pilot changes the shape of the wing, which allows him or her to carry heavier weights at slower airspeeds. When we apply this theory to business, think about high demand months as higher airspeed and low demand months as low airspeed and heavier weight.
Your ability to convert calls is like a pilot’s ability to raise and lower flaps and slats. When things are busy, you may prioritize calls and thus have a lower conversion rate. As business slows, you may need to increase your call rate to generate more business, changing the shape of your wing.
We’re Power SellingPros. We’re the company that’s in the business to train your CSRs, and coach them so that they create an amazing customer experience for every client. We’re looking to help you win more moments, wow more customers, and make more money.
Call Handling Step 1 – Be Positive (Positivity Attracts People)
Positivity attracts people. If you wish to look positive, talk less, and smile more. Practice positivity by standing in front of the mirror, introducing yourself while you smile.
Why do you need to be good at introducing yourself to people?
- It makes people trust you.
- It makes them have confidence in you.
- It makes them want to be around you.
Everyone calling your office has a need or a problem and is looking for a solution. Always connect with a caller before talking about price. So, rather than label them as price shoppers, you should see callers as solution shoppers.
In order to engage a caller, introduce yourself, ask for the caller’s name, find out what’s going on with their HVAC system, and tell them how amazing your company is.
Here at Power SellingPros and CI Web Group, we help your CSRs book more calls. Give us a call. Let us see how we can help you.
Call Handling Step 2 – Be Prepared (Preparation Inspires Confidence)
Don’t always say okay, or you’re sorry. It doesn’t make you sound confident. Be prepared so that you’re really confident.
Call Handling Step 3 – Listen (Understanding Invites Connection)
When you listen to your customers and your employees, it invites a connection that leads to trust. You’re more likely to build that relationship and make it long term.
If you want to control a conversation and direct it where you want it to go, follow this easy template: Who? What? When? Where? Why? And How?
Call Handling Step 4 – Care (Empathy Validates Worth)
A lot of us have empathy, but we don’t know how to communicate it to others. So we want to share with you this practice called “The Art of Mirroring.” You should “Mirror” what the other person has said – like rephrasing.
- It shows you paid attention to them.
- It builds rapport because you agree with the gravity of the situation.
We encourage you to secret shop your own company and other competitors in the area. What kind of experience are you receiving on the other end of that phone call?
Call Handling Step 5 – Give (Giving Builds Relationships)
Giving your time, expertise, and attention builds authentic relationships with your customers. We want you to be in the business of up-serving people versus up-selling them. You up-serve them by giving them what’s better for them in the long run instead of just thinking, “this person is never going to pay for this.” You can’t assume; give them all the available options and let them decide what they want.
Call Handling Step 6 – Ask (Asking Encourages Action)
Stop setting goals. Make promises instead. You’re more likely to keep your promises rather than achieving some goal. So, you should say, “I promise to sell x amount of service agreements every single day.” Don’t say, “Oh, I have a goal of selling five service agreements a day.”
So, if ever you have your team that is falling short on KPIs or goals, change those goals to promises, and you’re going to get a lot better results, a lot more engagement, and a more focused team.
Call Handling Step 7 – Be Valuable (Value Creates Commitment)
Your technicians are face to face with the customer all day long. It’s more than just what they say. It’s how they look. People do judge a book by its cover. In your communication, 38% of your message is what people hear. 55% of your message is what people see or feel.
So, focus on the words, focus on the questions, focus on the cheerfulness and the positive energy, but also, please focus on how your employees look, the uniforms, the boots, the shoe covers, and being respectful of people’s home and property. Pay attention to those details because that is also a form of communication.
Call Handling Step 8 – Be Grateful (Gratitude Reinforces Unity)
Our last principle on the pattern for excellence is gratefulness. If you want to have unity in your teams, as well as with your customers, you need to express gratitude often. Is it not wonderful when somebody says “thank you” to you? It feels all good and warm and fuzzy. We want your customers to have that same feeling.
When in doubt, say thank you. “Hey, customer; thank you for telling us about your need.” “Hey, thank you for finding the time to call us.”