12 Proven HVAC Sales Scripts That Work in 2024

Do you want better HVAC sales scripts?
Do you need HVAC sales pitch examples?
Do you need HVAC sales tips that actually work?

These are three of the most common requests HVAC technicians make at our HVAC sales training courses.

At SBE, we have trained thousands of HVAC technicians to grow their sales and upsell, and we have learned a lot about the best ways to do it.
If you are a HVAC contractor, HVAC comfort advisor, or a HVAC business owner, you might be looking for HVAC sales scripts will help you to improve customer relationships on each sales call.

This article will cover the best HVAC sales techniques and HVAC sales scripts to help you succeed in HVAC sales.

Of course, you must make each HVAC sales script unique to your personality and brand, but these HVAC sales tips will help you to upskill your sales team, and to grow the success of your HVAC company.

How Do I Succeed in HVAC Sales?

HVAC sales are not complicated.

Air conditioning and heating are essential services that everyone wants and needs. Each HVAC company has an even playing field when presenting to a potential customer.

But HVAC sales can be tough when you don’t know what to say and the right questions to ask.

Most HVAC techs have no idea how to grow their sales, and many want a good HVAC sales script that can help them.

We have spent years testing HVAC sales scripts and HVAC sales tips to find the ones that actually work.

All these HVAC sales techniques are field tested, and our sales team grows our average ticket for each HVAC sale.

The short answer is yes.

HVAC sales scripts work if you have the right approach and mindset.

If you are an HVAC sales rep who is serious about growing your HVAC sales, you need to learn how to communicate effectively.

If you already have technical HVAC repair and replacement experience, then you can learn how to sell HVAC. You just need HVAC sales scripts that work.

Once you have a clear HVAC sales process and follow it every time, your sales results and income will grow very quickly.

At SBE, we have trained over 45 million-dollar HVAC techs and thousands of HVAC sales reps to close more sales and upsell HVAC add-ons and maintenance agreements.

Ready to learn some of the best time-tested sales scripts for HVAC sales?

Let's get started!

1) Be Prepared for the Call

As an HVAC sales representative, the key to success is preparation.

Before you even start the sales call, see what information you can gather about the customer and their situation.

Ask your CSR or Dispatch for any information about:

- Age of the AC unit or heating system
- How long there has been a problem
- How long since their last system maintenance
- If they have any specific problems with energy bills
- If they are not satisfied with the temperature of the system
- If they asked about financing or cost over the phone
- Why they chose to call your company
- If they were referred by another customer

Knowing this information ahead of the sales call makes a huge difference. It shows you are prepared before meeting the customer and ready to take care of them. It also reduces surprises when you arrive.

2) Calling The Customer Before Arriving

Most HVAC customers feel nervous or apprehensive about having a stranger visit their home.

They don’t know the person, and they are expecting the HVAC technician to hard sell them.

The best HVAC sales techs build trust and rapport before arriving at the person’s home.

They do this with a simple 'call ahead.'

A call ahead is a 3-minute phone call to introduce yourself and let the customer know you are almost at their home.

Here is a sample HVAC sales script for the call ahead:

“Hi, Mr. Smith. This is Tom for ABC Heating and Cooling.

I am on my way to your house to take care of your AC system problem (mention the problem if you know what it is).

Before I arrive, I was curious about how long this has been happening?

Also, do you happen to know when you had your last AC maintenance?

I should be there in about 15 minutes. Anywhere specifically you want me to park? Any pets or anything else you need me to be aware of?

I’ll see you there soon. Look forward to meeting you.”


This simple 3-minute HVAC sales script helps you build trust and connection before you arrive and will make the homeowner much more comfortable about your visit.

Calling ahead is a great way to show potential customers and repeat customers that you care about helping them take care of their HVAC system.

3) Understand the Customer’s Pain

A lot of HVAC sales technicians talk too much.

Especially when they first arrive at a customer's home.

One of the best things you can do to build trust with new customers is to take time to understand the problems and pain a homeowner has.

If you learn the skill of asking quality questions, you can quickly rise above the competition and make more HVAC sales.

Here is an HVAC sales script for uncovering customer's problems and pain:

“Can you tell me a little bit about what has been happening?

How long have you been noticing that?
Have you tried to fix the problem before?
Have you noticed any problems with temperature or increased energy bills?
Does anybody else in the home complain about heat or cold?

Anything else you’ve noticed or want me to look at?”

The reality is that most HVAC techs are not trained to be good listeners or to ask good questions.

Let your customer talk, and listen for the problems and pain they are experiencing.

4) Find Out What They Know First

If you want to grow your HVAC sales, you must be able to understand your customers' mindset and what they are thinking.

To find out what they know first, you can try this HVAC sales script:

“Any idea what might be causing the problem?”

“What’s your main concern you’d like me to look at first?”
“Do you know how old your HVAC system is?”
“Have you done any research on the problems with your HVAC system?”
“Is there anyone else who is involved in the decision?”

When you take time to ask questions, you will uncover their problems and gain a deeper understanding of what is important to them.

Only after you understand a customer's mindset can you begin to discuss potential solutions and the options available to fix them.

And remember: the more questions you ask, the more they will trust you.

5) Slow Down, Listen, and Build Trust

One of the best HVAC sales techniques is to slow down.

When an HVAC sales rep feels rushed with a new customer, they miss the chance to build trust.

Pause, take a few breaths, and be present with your customers.

Use these HVAC sales questions to help build trust:

“How long has that been happening?”
“Any idea what might be causing it?”
“Have you looked at what that is costing you?”
“Anyone else taken a look at this before?”
“How do you see me helping you today?”

Ask more questions, listen to the answers, and take the time to explain your findings with their HVAC equipment.

Once trust is built, it is much easier to create a customer for life. You can sell more service agreements, IAQ, and duct cleanings to homeowners who don’t feel rushed.

An existing customer will often request you as their HVAC tech because they feel that you ‘took the time’ with them.

6) Explain What Will Happen

Most homeowners don’t trust sales reps, and many HVAC contractors make this worse by not explaining what they are doing.

The number one complaint most customers have about HVAC salesperson is that they 'were in and out' and that they didn't understand what work was done.

To separate yourself from the competition, you should let the new customer know exactly what steps you will take when looking at their HVAC unit.

Here is a sample HVAC sales script to try:

“Mr. Smith, I will need about 1.5 to 2 hours today - are you ok on time?

Ok, well, here’s what I’ll do.

First, I’ll take a look at what you mentioned (their main problem or concern) and see what I find.

Then I’ll go through the house and inspect the thermostat, the vents, the indoor unit, and outdoor unit.

If you’d like to show me where they are, we can look together. Or I can come get you if I find something. Which would be better for you?

Are there any rooms or areas of the home you want me to avoid?

Any other questions before I get started?”

7) Share Pictures and Videos

Many HVAC technicians try to explain problems and issues to homeowners to try to convince them to buy.

You might think that the more you tell a customer, the better chance you have of them making a decision. The truth is the more words you use, the more you confuse most homeowners.

The best HVAC salespeople always share pictures and videos of the HVAC unit with their customers.

Modern technology has totally revolutionized the HVAC industry. Thanks to cell phones and tablets, every HVAC contractor is now able to take photos and videos and share them immediately with customers.

Taking photos and videos of your customer's unit should be the first priority when you find any potential problems. A visual record of what you have found will do much more than trying to verbally convince someone.

As a rule, it's a good idea to ask customers if it's ok for you to get them involved if you find anything. Usually, they will agree, and then you can also suggest sending them a copy of the photos and videos you take.

Photos and videos are the best way to show your customers' problems with an HVAC system. They act as a selling tool for other family members who can't be present at the time of your visit.

Also, if you don't exactly know what is causing a problem, you can send the image to a fellow HVAC technician on your team and ask for their input.

8) Mention Monthly Payments

Most homeowners do not have the financial means to buy a whole new HVAC system with cash. The vast majority will need to do monthly payments, or look at financing options for their their new air conditioning unit, furnace, or heat pump.

Here is an HVAC sales script for discussing monthly payments:

“Mr. Smith, to replace an AC system like this, we are looking at somewhere between $10,000 to $18,000. I know that is likely a shock, and it’s never great news.

I know if this were me, I would be looking at making monthly payments for something like this.

Is that something you want me to add to the quote to look at for you?”

By using yourself as an example, you show empathy, and you soften the blow of having to spend a lot of money upfront.

It also puts you on the side of the customer and makes them trust you more.

9) Get A Clear Next Step

One of the biggest mistakes an HVAC sales rep can make is to leave a call without a clear next step.

Most homeowners will want to think about what to do and may need to discuss the decision with a spouse, partner, or family member.

This is normal for any big financial decision, so don’t get discouraged if they say, “I need to think about it.”

However, you should still lead the customer to a clear next step.

Whenever a customer says they “need to think about it” before buying or repairing HVAC equipment, you should guide the conversation.

Here is an HVAC sales script for getting a clear next step:

“Mr. Smith, that totally makes sense. I would do the same thing.

What I usually like to do is set up a clear next step to help you make the best decision for yourself and your family.

Does it make sense to check in again in a day or so? What do you think the next step would be?

I’ll make a note to call or text you then and see what you’ve decided.

Does that sound like a good plan?”


Doing this gives you permission to call them and revisit the decision.

It’s also a good idea to ask who else will be involved in the decision-making process.

Here are some HVAC sales questions you can ask to clarify:

Who else is involved in this decision?

Do you know what information they would like to help them choose?

What do you think they might be worried about?

Anything else I can do to help you explain it to them?

Once you have a clear next step and an idea who else is involved, you are much more likely to get an answer rather than a stall or put off.

10) Ask For Referrals and Google Reviews

The greatest HVAC marketing tactic is to gain more customers from your happy past customers.

Most HVAC companies will spend thousands of dollars per month on Google ads, email marketing, content marketing, and social media marketing. Yet they neglect to see the goldmine of potential HVAC customers already available to them.

HVAC marketing is all about building trust and proving you are reputable. A referral from a past customer will do that automatically and much more effectively than a Google search.

If a customer is happy with your customer service, then ask them for a referral.

Here is an HVAC sales script to ask for referrals:

“Mr. Smith, I am so glad you’re happy with the results today.

Our business is focused on taking care of families and communities. That’s how we’ve built our company over the years.

If you have family, neighbors, or friends who are local and have similar problems, would you be able to send them our way?

We will make sure to take care of them the same way we have for you.”

A request for a referral will lead to many more HVAC sales than trying to find leads online. And all it takes is one minute to ask.

11) Do Less HVAC Sales Calls Each Day

As well as slowing down, try doing less calls per day.

Most HVAC techs manage between 6-8 service calls per day. In the HVAC peak season, from April to September, the number of HVAC service calls can be as high as 10 or 12 per day.

When you are rushing from job to job, it's hard to be effective in HVAC sales.

One of the key lessons that SBE teaches in our HVAC sales training program is that you can earn more by seeing fewer customers per day.

If you reduce the number of homes and service calls to around 4 per day, you will have time to build trust, help customers to solve their problems, and to close more HVAC sales as a result.

Spend more time with potential clients, and you will see your sales conversion go up dramatically.

12) Grow and Track Your HVAC Sales Results

There is an old adage that ‘what is measured, gets managed’.

This means that taking the time to track and report your HVAC sales numbers will show you how well you are actually doing at closing sales with potential HVAC customers.

Most HVAC sales techs have no idea how much revenue they generate. They also can’t break down their sales by equipment, services, or add-ons such as IAQ or service agreements.

Not knowing your HVAC sales numbers means you have no way to grow your income or track spiffs.

Thousands of HVAC techs use the SBE App and Dashboard to track their sales results.

SBE's App & Dashboard helps HVAC techs understand their sales results and the exact revenue brought in by the day, week, month, and year. (See an in-depth guide here)

With a few clicks, the SBE app helps track individual jobs, sets sales goals, and ranks each HVAC tech nationally on a rankings scoreboard.

HVAC Sales Training That Gets Results

Finding an HVAC sales training program that caters to the specific needs of your company can be difficult not because there are so many training options available.

SBE's Service Champions HVAC sales training program offers HVAC technicians the very best HVAC sales training available in the market. We have trained and coached thousands of HVAC technicians to increase their sales.

In fact, last year, we helped over 45 of our top HVAC techs to surpass $1 Million in revenue.

If you want to learn the HVAC sales techniques and sales process from the best HVAC techs in the industry, our team of HVAC business coaches is ready to help.

As a sales manager who is helping their HVAC technicians to hit their sales targets, you need a system to ensure customer satisfaction and increase the value of every sale.

We have trained and coached over 1000 HVAC and home services companies to grow their sales, revenue, and profitability. Most HVAC techs who with SBE have an average ticket of $650 per sales call.

To be the best HVAC sales professional, you need to learn from the best. Join us for a virtual HVAC training or in-person HVAC sales training workshop in your area soon.

We look forward to helping you grow, profit, and thrive!