Heating and cooling is not as easy a proposition as selling packaged goods, like coffee or chocolate.

Air conditioning is typically only purchased a few times in a person’s lifetime, and usually involves a fairly large sum of money. And importantly, when people are looking at air conditioning options, there is also no real way for them to measure product performance before they buy.

Heating and cooling is not as easy a proposition as selling packaged goods, like coffee or chocolate. Air conditioning is typically only purchased a few times in a person’s lifetime, and usually involves a fairly large sum of money. And importantly, when people are looking at air conditioning options, there is also no real way for them to measure product performance before they buy.

So, how do you convince your customers to buy based on an intangible promise? Try focusing on who they want to be, not want they want to do!

People don’t buy features they buy benefits

As salespeople, we often get bogged down in the features of air conditioning, like the inverter technology, the smart design, and the superior comfort modes. We get stuck telling people how awesome the Bluetooth connectivity is and all the ways you can hide ducts in the ceiling.

But here’s the thing, most people don’t care about what the features enable them to do. Because people don’t want to ‘do’, they want to ‘be’. They want to be less lazy and more productive, less alone and more connected, less fearful and more confident.

So, when you’re selling air conditioning to homeowners, try not to just explain the product features. Sure, the features might help them justify the price tag, but the benefits will justify the value of the product.

A feature is what your product does, and a benefit is what the customer can do with your product.

So, what can you do with air conditioning?

Let’s take a look at an example…

Say you wanted to sell a ducted air conditioning system to an average family with two kids. The Daikin Ducted Air Conditioning range is the perfect fit. But how do you sell the benefits?

• Instead of mentioning the whisper quiet operation, you could talk about how it will help you get more sleep, improve your productivity at work and live with kids who are happier and more energetic.
• Instead of briefly listing room zoning, you could talk about how it allows you to connect with friends and family in every room of your home, strengthen relationships, and spend more time with the people you love.
• Instead of discussing the technical features of the filter, you could talk about the health benefits, like reducing your exposure to dust, lowering your risk of respiratory disease and improving hay fever/allergy symptoms.

Ask the customer key questions

Good salespeople ask the customer key questions before they talk about the features and benefits. Why? Because later in the conversation they can match the benefits with their customer’s needs.

For example, you could ask the customer “What don’t you like about the air conditioner you have now?” or “What features are important to you?” If the customer says style is important to them, you could discuss the benefits of the Daikin Slimline series. Like, how the low-profile design and compact size allows the unit to be concealed out of sight, and give the appearance of a more expensive and premium home.

If the customer says they like convenience, you could turn the MyAir Smart System into a benefit, and talk about how fantastic it is to relax on the sofa with a movie and not have to get up and change the temperature from a wall panel.

Some other questions you might like to ask include:

• “What would you like to change about your current air conditioner?”
• “What are your main frustrations about heating/cooling?”
• “Have you thought about how much you’re willing to invest in a new system?”
• “What would you like your air conditioner to do?”
• “Are you looking for any particular brand? What do you like about that brand?”

Star Air Conditioning works in close collaboration with Brisbane builders and residential developers. Are you looking to work with an Air Conditioning company who speaks your language and supports your needs? Get in touch today to find out how we could help you!