Convert Service Calls into Sales

Let’s say you’re running a promotion for service calls and have the price set at $39. The question then becomes this: How can I be confident spending tens of thousands of dollars on marketing a service call that stands to make little to no profit? The answer lies in the process. Running service calls isn’t just about making a quick buck; they’re about setting up long-term, high-value sales opportunities.

We all know the weather can be our friend or our enemy in this business. When it’s beautiful outside, it can be terrible for business. We have to make sure we’re bringing in business all throughout the year. That’s why I feel confident investing in the marketing that pulls in hundreds of service calls. But the real key? Ensuring my team follows the right process to turn those service calls into profit.

Maximizing Every Service Call

Step 1: Time Management—Setting the Stage for Success

Before you even start working on the system, the first step is securing the homeowner’s time. You need to ensure they’re available for a conversation at the end of the call.

Why? Because the real money isn’t made during the service itself—it’s made in the last 10-15 minutes when you discuss recommendations and additional services.

So, early on, you need to ask, “Mr. or Mrs. Homeowner, this process could take about an hour, depending on any questions you have and what I find during the tune-up. Will that be okay?”

If they have a tight schedule—maybe they need to pick up their kid in an hour—you need to adjust. Either speed up the process (if you have been trained how) or plan to return when they’re available. If you don’t have this conversation up front, you’ll run into the dreaded “Just email me the information.” And that, my friends, is the kiss of death. And make sure you have both decision-makers available before beginning your call.

Step 2: Getting Permission to Discuss Additional Solutions

A lot of homeowners are wary of sales tactics. If they feel pressured, they push back—it’s just human nature. That’s why you need to get their permission before you even bring up additional services.

Try this: “As I go through my maintenance and diagnostics, I may come across some issues related to safety, efficiency, or performance. Would you like me to keep that information to myself, or would you like me to bring it to your attention?”

Every single time, they’ll say, “Please let me know.”

Now, when you present additional recommendations later, you’re not selling—you’re just fulfilling a request. This makes the homeowner much more receptive to the conversation.

Step 3: Demonstrating Problems and Closing the Sale

We’re all conditioned from childhood: “Don’t believe what you hear—believe what you see.” If you simply tell a homeowner there’s a problem, they might doubt you. But if you show them, they’re more likely to believe it.

For instance, if you find an issue, involve the homeowner in the discovery process: “Mr. Homeowner, take a look at my amp meter here. See how it spikes when the system starts up? That could indicate a blower motor issue.”

If they can’t physically see the problem—like in an attic or crawl space—use video or photos. The more they see, the more they trust you.

Now, here’s a big mistake a lot of techs make: they find one problem and immediately start talking about repairs or a new system. Instead, take the time to find all the problems before presenting solutions.

Why? Because if you find just one issue and it costs $150 to fix, the homeowner will choose the repair over a new system every time. But if you find multiple issues, and the repairs add up to $1,500, suddenly replacing the system starts to make more sense.

Once you’ve identified all issues, sit down with the homeowner. This is critical. You need to make the conversation feel serious and important.

Try this: “Mr. or Mrs. Homeowner, earlier, you asked me to let you know if I found any issues. I found a few things. Can we sit down and go over them?”

The moment you say, “Can we sit down?” signals to them that this is a serious conversation—not just a casual suggestion.

Then, lay out the numbers (examples below):

• Basic repair: $2,000
• Utility overpayment due to inefficiency: $500/year ($2,500 over five years)
• Potential inflation and increased costs in the future

Total potential cost over five years: $5,000+

Now, frame the decision logically: “Given that you’re likely to replace the system within the next five years anyway, does it make sense to put this $5,000 into repairs, or should we look at a new system instead?”

At this point, one of two things happens:

• They agree to multiple repairs or upgrades.
• They ask, “How much is a new system?”—which is exactly what you want

Handling the Sales Process the Right Way

The biggest mistake technicians make at this stage is rushing to give a price. If you throw out numbers too quickly, you’ll lose the sale. Selling a $15,000-$20,000 system takes time—around 45 minutes to walk them through installation quality, product options, and financing.

Here’s a real-world example: I once hired a salesperson with zero HVAC experience—he previously sold funeral services. But he took the time to master the process. His first lead? He closed a $35,000 system. Not because he was an HVAC expert but because he followed the process.

Let Me Leave You With This

If you’re a selling technician, you have an incredible opportunity. But you have to follow the process:

• Manage time effectively so you have room for the sales conversation.
• Get permission upfront to discuss additional repairs and upgrades.
• Involve the homeowner in the discovery process so they trust your recommendations.
• Find all the issues first, then present solutions logically.
• Take the time to close properly—don’t rush the price conversation.

Even if you’ve been in the game for years, it’s worth revisiting the fundamentals. The best techs and salespeople go through training at least once a year to sharpen their skills. It’s human nature to forget things over time. Stay disciplined, follow the process, and you’ll maximize every service call to its full potential.