How do you explain , to make a sale?

nick z.

I have a custmer who also is a freind. They are going to build a 2 story modular. they want me to do the mech. hookups. They trust me, so the job is mine.
Of course my estimate included hot water heat which they both said they wanted.When they went back to the modualr salesman to finalize the order,he told them that it would cost hem about double to have hot water heat and central A/C.You know the deal,"If we have hot air heat the ducts are allready there for a/c and included with the house." I tried to explain that I was just proposing the most efficent and comfortable system they could have. tried to explain that heat ducts and a/c ducts should be placed differntly. I even used a car for an example, explaining how the heat blows out on the floor, and the a/c up high.Do you think car manuf.would install 2 systems if it wasn't neccasry?
I just wondred what words you guys use to explain why it is so much better to have 2 separate systems.

Justin Gavin

just a suggestion

Have you ever read Dan's book H2OH? This book is filled with tons of information. Also his Travelin Wet Head show on tape is also good to listen to while driving between jobs.

One example Dan uses is to take your customer or in this case your friend to a grocery store. Walk over to the different isles and find the baking goods aisle. have them grab a thermometer and walk around the store. Walk by the dry goods and you would notice that it doesn't feel to bad.
(Make sure if its cold out to have them take off there jacket).

After you take some sample readings have them walk by the freezer section. They should notice the air temperature is the same but they should feel uncomfortable because the cold freezers are sucking the heat out of there bodies.

Have them observe the thermometer in that section and it should be about the same (if not higher) than the dry goods section.

This will show them the way that the body responds to cold objects (ie outside walls, Large windows, etc.)
Tell them that with a hydronic system they will be warming from the bottom up and that the that a forced air system heats from the top down. People lose heat from their feet before their heads.

Simply put Forced air systems try the balance the heat loss in the room while hydronic systems focus on balancing the heat loss from your body.

Another couple items of interest is that they hydronic system is more efficient, no air flow or drafts to deal with, Show them pictures of up close dust mites and things that hang in their systems. Also explain the maintenance they will be spending on that furnace. The newer 90 + furnaces have more parts that their predecessors and they don't last as long as they used to. Inducer motors, cheap heat exchangers and secondary heat exchangers.

If possible take your friends over to a home you installed wet heat in. Let them feel the difference for themselves.

What are you quoting them for a boiler and system. I am assuming Baseboard and maybe basement underfloor. Are you going with top of the line? if so give them an option with a mid to low 80% cast iron boiler instead of a condensing boiler. Give them options.

Also remember that what you really are selling them is on the difference in price. not the the total systems.

If the forced are system costs $7500 with AC and the wet heat with AC costs $13,000 than you really are onlys selling them on the $5,500 difference between the two.

Tell them to spread that difference over time You are talking less than $20 a month in a 30 year Mortgage a little more for a $15.00. Explain that they will pay for the system anyways if they use a forced air system because they cost more to operate. If they are paying extra it could have been a hydronic system that would of gave them unmatched comfort.

Good Luck!

Justin