“Our industry has a long practice of only discussing the price of a job at the end of the service call after the technician builds value for the customer. My experience shows that if we can discuss price appropriately and genuinely earlier in the call, we are more successful in getting customers to do business with us, which means higher tickets and more sales.”

“The idea of price conditioning is based on a fundamental premise that a confused mind says “no”. In every call, the customer has a budget or price expectation in mind on what she will spend that day. I recall one customer who decided this was the year she was finally going to have air conditioning installed in her home. Once on the call, as we were casually exploring her options, I asked if she had received other bids. She admitted she had already received three other bids, but had not selected any of them as they were too expensive.”

Read more in the August issue of HVACR Business about how Nexstar® Network’s Keith Mercurio teaches price conditioning in Nexstar’s proprietary HVAC technician training or Service System™ classes. Nexstar provides industry leading classes and materials for technician training, call center training, customer service training as well as HVAC, Sewer and Electrical Sales Training. For more information on the training or coaching Nexstar offers, call 1-888-240-7827 or email membership@nexstarnetwork.com.