How To Sell HVAC Equipment Like a Pro

Keeping homeowners and building residents comfortable year-round requires many people working behind the scenes. HVAC supply stores and their employees answer that call. They’re an essential ingredient in HVAC business success, providing heating and cooling technicians with the essential equipment and parts necessary to keep HVAC systems, air handlers, gas furnaces, condensers, and ductless systems humming along.

What is an HVAC supply store?

An HVAC supply store is a retail operation that caters to HVAC contractors. It’s a place where refrigeration and other industry professionals can find the tools of the trade. They can find anything for their work there, whether it’s filters or new HVAC units.

Are HVAC supply stores profitable?

In one word, yes. The HVAC industry as a whole is booming, and there’s a consistent demand for products to complete jobs. HVAC supply stores help bridge the gap between supply and demand. The right strategies can help these retailers gain traction.

Pricing Strategies for Profitability

Setting the right price can help HVAC equipment retailers succeed in the long run. A few of the most common AC equipment pricing mechanisms include:

Competitive Pricing

Pricing should reflect your local market. How much are competitors charging? You don’t want to skew to one extreme, risk leaving money on the table, or overcharge.

Value-Added Pricing

The price of the packaged units might just be one reason customers come into your store. You can also lure them in with other intangibles, like free heating and cooling equipment assembly, to make slightly higher prices on furnace parts more palatable.

Volume Discounts

Incentivize bulk purchases of filtration products by contractors or large outfits to encourage scale. For instance, a customer who buys a large number of heat pumps or thermostats should be approached differently than a one-off customer just coming in to buy the occasional gas furnace or condenser.

Tiered Pricing

A tiered pricing system based on customer type (retail vs. contractor) or purchase volume can make good business sense.

Cost Control Measures

HVAC retail success hinges on making your business operations work for you, not against you. Inventory management software can be a godsend in that it can help you track stock levels and better match inventory with demand. Negotiating with suppliers to get the best pricing on items like heat pumps can also work in your favor.

Pay attention to how much you’re shelling out in terms of expenses like utilities, rent, and insurance. You might discover you’re overpaying or can scale back in some areas. Lastly, don’t discount the advantage of cross-selling and upselling air conditioner system parts to help your sales numbers.

Financial Planning and Budgeting

A flawless business plan offers a roadmap for success in the HVAC supply store business. This document should detail your financial goals and speak to your target market, pricing strategy, and marketing plan.

Take time to crunch the numbers. Look at income, expenses, and profitability, and make adjustments as needed. A healthy cash flow can help you survive during lean times. Additionally, don’t be shy about seeking out the help of an expert like a CPA or business coach to help elevate your financial position.

Staff Management in an HVAC Supply Store

You can’t do it alone. A strong team behind you will help you grow strategically. But managing people calls for a thoughtful approach. Here’s how you can help them thrive on the job:

Recruiting and Training Skilled Technicians

You need the best and the brightest on board. Find talent by forging partnerships with local heating and cooling programs. You’ll need to make it worth their effort, so that means offering competitive salary and benefits. And, as learning should be lifelong, invest in educational programs to help your staff stay current on industry developments and best practices in installing condensing units, ductwork, ductless units, refrigerant handling, air handlers, and more. They should feel confident helping their peers select the best HVAC supplier products for the job, and training will help.

Communication and Team Collaboration

A healthy workplace is one that’s rooted in a culture of open communication. Employees should feel it’s safe to speak up and voice concerns. On the same token, staff members should demonstrate teamwork, collaboration, and creative problem-solving. Regular staff meetings can provide a safe space for staff to share goals and progress. It can also be a good place to bring forth ideas that can improve HVAC supplier operations and the store’s bottom line.

Employee Motivation and Retention

Show staff you value them and their contributions with promotions, raises, and shoutouts. Making professional development opportunities available shows them that you value employee growth and satisfaction. Creating a healthy workplace will pay off in terms of job satisfaction, employee retention, and even heating and cooling customer loyalty.

How To Excel in Customer Service as an HVAC Supply Store

There’s no substitute for exceptional customer service. HVAC suppliers should keep the following top of mind when engaging with heating and cooling and AC professionals:

Building Trust and Credibility

Knowledgeable staff who can provide accurate and reliable advice on HVAC systems and products like heat pumps, SEER air conditioners, air handlers, and more will present your HVAC supplier store in a favorable light. Beyond this, offering warranties and guarantees means you stand behind your product quality and customer satisfaction. Last, always be transparent about heat kit product availability, gas furnace pricing, and heat pump delivery schedule to maintain trust.

Effective Communication With Clients

Practice active listening indicates you take the ductwork customer’s specific needs and concerns into account. Be clear and concise so there’s no doubt about what you mean. Additionally, an omnichannel approach that reflects phone, email, and live chat offers convenience and personalization. Both are key elements of customer satisfaction and can increase cart size online.

Implementing Customer Feedback Mechanisms

You can’t improve unless you take the time to gather and analyze customer feedback from HVAC suppliers. Customer surveys can help you identify areas for improvement. Be sure to skim social media for any negative feedback and address it accordingly. Ask AC and heating contractors to post online reviews to help your HVAC supply business get found.

Marketing and Branding of an HVAC Supply Store

To effectively market your business, look to these tried-and-true methods to generate results.

Online Presence and Digital Marketing

A well-built website should be optimized for search engines. Update it regularly with thought leadership content that educates customers about your offerings. Cross-promote this material on your social media channels.

Customer Engagement Strategies

Set up an email list to nurture leads and send timely offers. A loyalty program can encourage repeat business from AC and heating professionals, refrigeration contractors, and the like.

Building a Strong Brand Image

Curate a consistent brand voice, tone, and style across all marketing channels. Share heating and cooling customer reviews that speak to your product quality and high degree of customer satisfaction.

Find HVAC Supplier Success With Podium

Tired of missing out on qualified leads for your HVAC supply store? Podium’s AI Employee is here to change that. Learn how automation can help you better manage your air conditioning contractor leads, increase conversions, and boost your bottom line. Watch a demo and see this game-changing tool in action.