Price doesn't have to be a sensitive subject during an HVAC sale. If you present it in a certain way, then the customer's biggest concerns become, "Which package do I choose?"
It's all about timing. Did you wait until the end to talk price, when their anxiety level is at its highest? Did you shut down their thoughts-and possibly your sale-at the beginning with the mention of a hefty price tag?
The best time to introduce price is in the customer assessment stage of the S.C.O.R.E. sales process. This is a great time to listen to the customer's needs, including what they can afford. According to our Master Selling class, this allows the customer to relax and focus on just the benefits, instead of building anxiety about what they might not be able to afford.
Now that you've got that pesky price subject out of the way, it's time to close the deal without the pressure on the salesperson or the customer!