And get acquainted with ways to sell it.

Transcription

1 u l t i m a t e s e l l Tips and strategies for selling the Ultimate Comfort System

2 Meet the Ultimate ComforT System. And get acquainted with ways to sell it. This year, Lennox is introducing the most advanced, most efficient, most capable heating and air-conditioning system ever created. Made up of the XC25/XP25 air conditioner or heat pump, SLP98V gas furnace, the icomfort Wi-Fi thermostat, PureAir air cleaner and iharmony zoning, it s the system against which every other will be measured. One that redefines precision, consistency and comfort. So how do you get started selling this ultimate system? The trick to success is being strategic in your approach, and the following ten tips will help you do just that. 2

3 1 ] Identify and target potential buyers. Customers who aspire to have the best, but Luxury customers who want the best in everything they buy may not be in the top rung of spenders Customers focused on family who spend most of their discretionary income on home-related purchases There s always a market for top-quality products, and HVAC equipment is no exception. Luxury consumers who seek the best of everything are ideal targets for the Ultimate Comfort System. Even consumers with less spending power are a potential fit for the Ultimate Comfort System. For consumers who see the price as too steep, or may not want or need every component in the system, equipment substitutions can be made that get them as close to Ultimate as possible. See page 10 for a chart outlining different combinations of components. For today s buyers, priorities are more important than price. Source: The Secret to Selling Comfort by Steve Howard, Air Conditioning, Heating & Refrigeration News 3

4 2 ] Sell the system, versus pieces and parts. When selling the Ultimate Comfort System, it s important to remember that you re selling a complete solution, not a collection of components. You re offering your customers a total system that makes their living spaces feel perfectly comfortable season after season, year after year. A key challenge in selling a complete system is that you have to convince customers it makes sense to invest in new equipment, even though their existing units may still be operational. Here are some points that can help you make the sale: All the components needed to make your home s air perfectly comfortable and healthy are conveniently bundled in one package. By combining Lennox products that are made to work together, you can create an ideal system for your home. Replacing everything at once allows for better efficiency, and it saves you the inconvenience of having your (furnace) go out unexpectedly in the middle of (winter). 4

5 3 ] Listen to your customers to understand what they want from their system. Early in the sales call, encourage the customer to talk about what matters most to them. Ask customers what their needs are. This sounds rather obvious, but knowing what a customer needs is key to closing the sale. Invite them to talk about what they like and don t like about their current system. Use open-ended questions to make sure you have all the information you need for your proposal: Is there anything else I should know before I offer you a solution? On the other hand, Steve Jobs once said, It is not the customer s job to know what they want. If the customer doesn t pinpoint exactly what they want and need, you can take the opportunity to educate them on the benefits of the Ultimate Comfort System. 5

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7 4 ] Talk about benefits, not features. After listening to the customer s needs, be sure to link the benefits of the Ultimate Comfort System to the customer s requirements. Keep in mind the customer can t easily translate a feature into a benefit. So help them make the connection by explaining the benefit and how it will impact their lives and homes. Instead of Sell Variable-capacity compressor System that can adapt, anticipate and respond to household demands with unprecedented immediacy and precision SEER The most efficient system you can buy, saving you hundreds of dollars in energy savings per year Wi-Fi capability Ability to adjust temperature and save energy from anywhere, using a mobile device or computer Solar-ready Option to use the sun s power to reduce heating and cooling costs by up to half Variable speed motor Operation is so quiet, it s hard to tell the system is running Zoning Perfectly conditioned temperatures, consistent from room to room 7

8 5 ] Emphasize value. Following a long period of economic uncertainty, even luxury consumers are placing a premium on value. That doesn t mean they re looking for the lowest price. Instead, they are looking for products that can enhance their lives, particularly at home. The Lennox Ultimate Comfort System fits perfectly in line with this important consumer trend. 6 ] Put some psychology into your presentation. When you re sitting at the kitchen table, appeal to the customer s emotions by telling them how the system allows them to surround themselves with the environment they ve always wanted. An environment of perfectly heated and cooled air, filling every square inch of their homes. When you sell on emotions, people will either find the money or spend less on other household items to enjoy Ultimate Comfort. 7 ] Avoid being stale with your sale. Don t try to hook the customer with an overly scripted sales pitch. Instead, engage them, listen to them and use your expertise to solve their problems. Distinguish yourself from the other HVAC salespeople in your area by presenting yourself as a trusted Lennox Comfort Advisor. 8 ] Make people feel good about buying from you. From the first impression you make at the customer s door to the final close of the sales call, deliver a superior service few competitors can match. When you delight customers with your professionalism and personal interest in their needs, they are guaranteed to respond with enthusiasm. 8

9 9 ] Offer convenient financing options. Explain to customer how they can expand their purchasing power with flexible financing programs. U.S. residents make their purchase with a Home Climate Card credit-based offering, and applying online is quick, secure and simple. SNAP Financial programs are available for Canadian residents. 10] Close the deal. After you ve wrapped up your presentation, ask for the sale. If your customer is not ready to commit, you can go ahead and schedule a follow-up meeting. If they are comfortable with moving forward, you can set up a mutually convenient time for installation. 9

10 DESIGNING THE IDEAL Alaska COMFORT SYSTEM Depending on the customer s wants and needs, and location of their home, the Ultimate Comfort System can be packaged in one of several different ways: Northern Region Ultimate: SLP98V, XC25/XP25, icomfort Wi-Fi, iharmony, PureAir, SunSource Signature Collection: SLP98V, XC21/XP21, icomfort Wi-Fi, iharmony, PureAir, SunSource Southwestern Region Ultimate: SL280V or CBX40UH, XC25/XP25, icomfort Wi-Fi, iharmony, PureAir, SunSource Signature Collection: SL280V or CBX32MV, XC21/XP21, icomfort Wi-Fi, iharmony, PureAir, SunSource NORTH Southern Region Ultimate: SL280V or CBX40UH, XC25/XP25, icomfort Wi-Fi, iharmony, PureAir, SunSource Signature Collection: CBX32MV, XC21/XP21, icomfort Wi-Fi, iharmony, PureAir, SunSource SOUTHWEST SOUTH Hawaii Puerto Rico 10 1 Based on sound pressure levels during steady-state, high-fire and low-fire operation of Lennox SLP98UH070XV36B and leading competitive units as of July 2013 at mid-point temperature rise and minimum external static pressure when set up per Section of AHRI Efficiency ratings established per test standard: ANSI/ASHRAE Efficiency claim based on comparison of air conditioning and heat pump products SEER as published in AHRI (January 2013). Actual system combination efficiency may vary; consult a Lennox Dealer or AHRI for exact system efficiencies. Precision claim based on the cooling capacity range of the XC/XP units as compared to equivalent sized competitive variable capacity compressor units. 3 Based on sound pressure levels during operation of CBX40UHV-36 with factory installed MERV16 Precision Pleat media filter and leading competitive three-ton units at equivalent static pressure when set up per section of AHRI s test standard. AHRI ; and efficiency (CFM/Watt) ratings established per AHRI s test standard: ANSI/AHRI 210/ Based on sound pressure levels during steady-state, high-fire operation of Lennox SL280UHV070V36A and leading competitive units at mid-point temperature rise and minimum external static pressure when set up per Section of AHRI A combination of sound ratings established per test standard: AHRI ; and efficiency ratings established per AHRI s test standard: ANSI/AHRI 210/ of two-stage central AC/ HP equipment. 6 Air conditioners/heat pumps have sound ratings established per AHRI s test standard: AHRI Size for size, as a product family, these air conditioners have the lowest published sound ratings (at max. capacity) of any major U.S. brand of air conditioning/heat pump equipment. Efficiency claim based on comparison of single-stage heat pump products SEER and HSPF as published in AHRI (December 2009). The XP17 has a maximum rated efficiency of SEER and 9.50 HSPF. Actual system combination efficiency may vary; consult a Lennox Dealer or AHRI for exact system efficiencies.

11 Ultimate Signature Collection Heating SLP98V The quietest high-efficiency furnace you can buy 1 SL280V The quietest furnace in its class 4 Cooling XC/XP25 The world s most precise and efficient central air conditioner and heat pump 2 XC/XP21 The most quiet and efficient two-stage central air conditioner and heat pump you can buy 5 XC/XP17 The most efficient and quietest single-stage central air conditioner and heat pump you can buy 6 Air Handler CBX40UHV The quietest and most efficient air handler you can buy 3 CBX32MV Quiet, environmentally responsible air handler for virtually any installation Thermostat icomfort Wi-Fi touchscreen thermostat So simple. So smart. So comfortable. icomfort Wi-Fi touchscreen thermostat So simple. So smart. So comfortable. Zoning iharmony zoning system A major advance in precision climate control iharmony zoning system A major advance in precision climate control IAQ PureAir air purification system Cleans the air in your home better than any other single system you can buy PureAir air purification system Cleans the air in your home better than any other single system you can buy Purchase Drivers Desire for the latest in innovation/technology Perfect temperature and humidity supremely precise temperature control from room to room Precise humidity control that enhances comfort and air quality Exceptional energy efficiency, with potential eligibility for federal tax credits and local utility rebates Quiet operation Convenience and simplicity of remote thermostat/ system control Peace of mind knowing dealer is alerted whenever maintenance/service issues arise Exceptionally comfortable temperature and humidity (Variable speed technology, versus variable capacity) More concern over comfort and cooling bills than heating bills If you have any questions about the Ultimate Comfort System or how to sell it in your market, contact your Lennox Territory Manager. 11

12 Groundbreaking innovation. Game-changing comfort. Since 1895, Lennox has been on a continuous quest to reinvent home comfort. Today, we are proud to introduce a new approach. One that sacrifices nothing, and truly provides comfort without limits. A system that can adapt, anticipate and respond to your demands with unprecedented immediacy and precision. From the flexibility of zoning to the accuracy of Precise Comfort to the precision of true variable capacity year round, Lennox finally achieves what no other manufacturer can: perfection. PC /13