Many HVAC business owners struggle with one thing that can make or break their growth: sales consistency. Ariel Robinson, home service sales coach and co-founder of Sales Elite, has trained hundreds of comfort advisors and technicians across the U.S. to master sales conversations, handle objections, and close with confidence.
In this episode of HVAC Hotshots, Ariel breaks down his full sales process, follow-up structure, and objection-handling playbook. The lesson? Sales is not about pushing. It’s about serving.
Reintroducing Sales as Service
Ariel’s journey began far from HVAC. Growing up in South Florida, he played basketball, worked in car sales during college, and swore he would never do sales again. Back then, he thought sales meant pressuring people to buy things they didn’t want.
That belief changed when he realized that selling is simply serving. True salesmanship is about uncovering a customer’s need and providing a solution. “If selling is serving,” Ariel says, “then sales is just really good customer service.”
He now dedicates his career to reintroducing sales to home service professionals, helping them see it as problem-solving, not persuasion.
How Ariel Got Into HVAC Sales Coaching
Ariel entered the HVAC space through a friend who owned a successful business. During their conversation, he learned that the company wasn’t following up with prospects after leaving estimates. That one gap was costing them thousands.
He introduced what he now calls the 2-2-1 follow-up system, and the company’s close rate jumped from 35% to 45%. That success planted the seed for Sales Elite, his coaching brand built to help home service teams grow through structured communication, mindset, and consistency.
The 2-2-1 Follow-Up Formula
Ariel’s simple yet powerful 2-2-1 formula ensures no lead slips through the cracks.
Here’s how it works:
- 2 calls on day one. One in the morning, one later in the afternoon or evening. Don’t leave a voicemail on the first call; build curiosity instead.
- 2 calls on day two. Change the timing to reach them at different hours. Leave a voicemail if you haven’t already.
- 1 final call on day three.
If the customer still doesn’t respond after five attempts, something is broken in your initial interaction. “It means we didn’t connect deeply enough,” Ariel says. “Customers avoid people they don’t trust or don’t remember.”
What Makes a Great Salesperson
When it comes to hiring, Ariel looks for one trait above all: coachability. You don’t need to be an extrovert to succeed in HVAC sales. You just need to be teachable, willing to listen, and ready to apply what you learn.
“Some of my best clients started as quiet techs who didn’t like talking,” he says. “They just followed the process. Once they built confidence, everything changed.”
The Mindset Every Sales Rep Needs
Before stepping into a customer’s home, Ariel teaches his students to enter what he calls The Mental End Zone, or simply “The MIZ.”
The idea is to reset your mind before each appointment. If your last call didn’t go well, leave it behind. If your day has been stressful, recalibrate.
“You can be the most skilled rep in the world,” Ariel says, “but if your mindset is weak, you’ll fold at the first sign of resistance.”
Every sales call starts in the mind. The right attitude builds the energy and confidence customers can feel immediately when you walk through their door.
The Four Core Objections
Most customers’ objections fall into four categories:
- Time – “I need to think about it.”
- Price – “You’re too expensive.”
- Spouse – “I need to talk to my partner.”
- Belief – “I want to get other quotes.”
Ariel’s framework for addressing them is called RC2:
Restate. Clarify. Close.
For example, when a customer says they want to get other quotes, Ariel suggests responding like this:
“I completely understand you want to get other quotes. Many of my customers do. Usually, that tells me I haven’t done a good enough job showing you the full value of what we’re offering. Would you mind if I walk you through it again to make sure everything makes sense?”
This approach removes pressure and puts control back in the customer’s hands, while keeping the conversation open.
How to Handle Price Objections
When a customer says, “You’re too expensive,” the key is empathy and understanding, not defense.
Ariel’s response:
“I understand that price may be higher than expected. If I’m hearing you correctly, if we could find a price point that feels more comfortable for you, would you be ready to move forward?”
Then listen. Their answer reveals whether price is the real issue or a smokescreen. Many customers mention price, but the real problem is value perception.
“Customers don’t pay more because they love spending,” Ariel says. “They pay more because they trust you’ll deliver something worth it.”
Building Value Through Presentation
Price resistance usually disappears when your presentation builds enough perceived value. Ariel teaches technicians to stop saying estimate or quote and instead use the word menu.
The difference is psychological. A quote feels transactional. A menu feels like choice.
Each “menu” should include at least three to four options, for example, Platinum, Gold, Silver, and Bronze. Present the packages visually and make a personalized recommendation.
He suggests using phrasing like:
“Based on what you told me about your plans and home, this is the option I’d recommend. It’s what most homeowners in your situation choose, and here’s why.”
By aligning your solution with their needs and normalizing it through social proof, you make the decision easier and more natural.
The Secret to Charging Premium Prices
Premium HVAC companies often close at higher rates despite charging more. According to Ariel, it comes down to rapport, discovery, and confidence.
He explains:
- Rapport lowers customer resistance.
- Discovery uncovers the real problem.
- Confidence transfers belief.
If your solution speaks louder than their needs, you’ll close. If their needs speak louder than your solution, you won’t.
That’s why Ariel emphasizes mastering every stage before the presentation: greeting, rapport, and questioning. “Closing is just one part of the sales process,” he says. “Everything before that sets you up for success.”
Handling the “I Need to Ask My Partner” Objection
When a customer says they need to talk to their spouse, Ariel doesn’t push back directly. Instead, he uses humor and empathy:
“I completely understand. I’ve been married for 10 years myself. You know your spouse pretty well, right?”
Once they agree, he follows with:
“Then tell me, is there anything here you think they’d object to?”
If they say no, that objection was a smokescreen. If they mention concerns, you now know the real barrier. Either way, you regain control of the conversation.
Follow-Up Messages That Work
After leaving an appointment without closing, Ariel advises setting expectations immediately.
“I’ll follow up with you Thursday at 10 a.m. Does that sound good?”
When following up, his script is short and simple:
“Hey, I just wanted to check in about our menu. I know you saw some value in what we discussed. What’s the next step from here?”
The tone is conversational, not pushy. The goal is to uncover hesitation and guide the customer toward the next decision.
The Complete HVAC Sales Process
Ariel summarizes his sales process in five key steps:
- Mindset (The MIZ) – Recalibrate before every appointment.
- Approach and Engage – Build rapport and set expectations.
- Customize and Question – Identify real needs through conversation.
- Present and Consult – Deliver options, recommend one, and normalize it.
- Close and Follow Up – Handle objections, gain commitment, and check in post-sale.
Every step has a goal, and you shouldn’t move to the next until that goal is achieved.
Final Words of Advice
Ariel closed with two takeaways every HVAC professional should live by:
- Rapport is king. Every sale starts with a relationship. Ask questions, listen, and relate.
- Be a doctor of HVAC. Customers should never feel sold; they should feel helped. Just like a doctor diagnoses before prescribing, great salespeople consult before quoting.
“When you walk into a customer’s home,” Ariel said, “don’t think like a salesperson. Think like a consultant who’s there to serve.”
