Every HVAC company wants to close more deals, earn more five-star reviews, and build loyal customers. But success in HVAC sales isn’t about luck. It’s about consistency, process, and the right mindset. In this episode, James McArter, General Manager at Absolute Services, breaks down what truly separates top-performing HVAC sales teams from the rest, from handling objections to motivating teams and mastering follow-ups.
From Garage Doors to HVAC Leadership
James didn’t begin his career in HVAC. After leaving college early, he joined the military and served for six years before stepping into the trades. His first job was in the garage door industry, installing and servicing equipment. By 2018, he transitioned into HVAC, later expanding into plumbing and electrical services. That experience gave him a broad understanding of how home service businesses grow, scale, and build customer trust.
The Biggest Mistake in HVAC Sales
When asked about the most common mistake HVAC companies make, James didn’t hesitate.
“The biggest mistake is not having a process, or having twenty different ones.”
He explained that while sales conversations should feel natural, the process must be consistent. Every visit should follow a clear routine: how you enter the home, what questions you ask, where you start your inspection, and how you build value.
A repeatable process creates predictable results. It ensures every homeowner gets the same professional experience, no matter who from your team shows up.
Why Roleplay Is a Non-Negotiable
At Absolute Services, sales roleplay isn’t an occasional exercise; it’s a daily ritual. The team begins each morning with a short huddle to build energy, share quick lessons, and practice real-life scenarios.
If a tech struggles with a conversation, James immediately rewinds the moment and roleplays it again. This constant repetition keeps his team sharp, confident, and prepared for every type of customer interaction.
Leading with Energy, Even on Tough Days
As a leader, James understands that his mood sets the tone for everyone else.
“When I walk into the building, my attitude becomes the team’s attitude,” he says.
He believes every manager should have a personal ritual to get in the right mindset before walking through the door, whether that’s listening to music, an audiobook, or driving in silence. The goal is to show up mentally ready, because how a leader enters the room determines how the team performs that day.
The Sales Process: From First Call to Final Pitch
James breaks down the HVAC sales process into clear stages:
- CSR Interaction – The customer’s first impression happens on the phone. A warm, confident tone can make or break a booking.
- Pre-Arrival Call – Technicians should build rapport before arriving, not just confirm an appointment. Ask lifestyle questions and show empathy.
- In-Home Visit – Show respect for the customer’s space. Ask permission before parking, identify hot or cold rooms, and confirm comfort concerns.
- System Evaluation – Instead of rushing to take photos and quote prices, walk customers through your inspection, explain what you’re checking, and invite them into the process.
James reminds technicians that while they visit hundreds of homes each year, most customers only meet an HVAC expert once every five or ten years. That’s why every visit must feel personal and professional, because it could be the homeowner’s only frame of reference for your company.
Presenting Options That Make Sense
Every customer should receive three options: good, better, and best. But James warns against huge pricing gaps between them. “If one option is $500 and another is $12,000, the customer loses trust,” he explains.
The goal is to present balanced, realistic solutions that make the homeowner feel in control. More importantly, you have to earn the right to ask for the sale by guiding them through a logical and emotional journey not by rushing to price.
Building Value Before Talking About Price
Value creation begins long before the quote. James teaches his team that fake compliments and forced rapport don’t build trust. Instead, focus on showing genuine interest in the homeowner’s interests.
He gives a powerful example:
“If you walk into a million-dollar home and say, ‘Wow, this is nice,’ you don’t know what that person has been through. Maybe they lost a bigger home or went through a tough time. Instead, ask questions like, ‘How do you feel about this place?’ or ‘What made you choose this neighborhood?’”
The key is curiosity, not flattery. People don’t want you to pretend to like their stuff; they want to feel seen and understood.
Handling “We’re Getting Multiple Bids”
This is the most common objection in HVAC sales. When a homeowner says they’re collecting multiple estimates, James doesn’t fight it. He asks why.
- Did someone teach them to always get three quotes?
- Have they been burned before?
- Are they unsure how to compare contractors?
Once he uncovers the reason, he responds with honesty.
“I understand you want to make the best choice. Just make sure whoever you choose is licensed, insured, and available for 24/7 support. We’re not the cheapest, but we provide premium five-star service with over 7,000 Google reviews. We didn’t earn those by overcharging, we earned them by delivering value.”
That combination of transparency and authority often wins the homeowner’s trust.
The Closing Ratios That Matter
At Absolute Services, closing percentages vary by lead type:
- Demand turnovers: 75–80%
- Marketed leads: 60–65%
- Retail partnerships (e.g., Lowe’s, Home Depot): 45–50%
These numbers aren’t achieved through discounts or pressure, they come from process consistency and strong follow-up systems.
Using AI for Real-Time Sales Coaching
James uses an AI tool called CXC (Call by Call) to analyze technician-customer conversations. The system listens to recorded calls, then provides instant feedback, such as:
- “You didn’t use the homeowner’s name enough.”
- “You missed an opportunity to ask about comfort preferences.”
This technology allows his managers to coach based on real data instead of memory, creating faster growth and better customer experiences.
Managing After-Hours Calls
To prevent burnout, Absolute Services only runs true emergency calls after hours. Customers pay a $250 emergency fee, with $100 going directly to the technician.
If the issue isn’t urgent, the call is booked for the next business day. This approach filters unnecessary requests, keeps technicians motivated, and ensures fair compensation for late-night work.
The Secret to 7,000+ Google Reviews
James keeps it simple: ask and reward.
Every technician ends their visit with a polite request:
“Did I provide five-star service today? Great. While I’m packing up, would you mind scanning this link and leaving a quick review? My manager loves reading them, and I get lunch for every one I receive.”
Each five-star review earns the technician $20, reinforcing good habits and consistent customer care.
As James puts it, “It’s the law of reciprocity. I’ve helped you, now you naturally want to help me.”
KPIs That Drive HVAC Sales Performance
At Absolute Services, success is measured through four main metrics:
- Conversion rate
- Average ticket value
- Options per call (target: at least three)
- Total revenue
These KPIs reveal how well technicians build value and communicate options. Numbers are reviewed weekly to guide training and reward progress.
Retention and Referral Secrets
James flips the traditional company structure upside down. “Technicians and installers are at the top; leadership exists to support them.”
When your team feels valued, customers feel cared for. Absolute Services also runs a simple referral program: customers earn $50 for service referrals and $100 for equipment referrals. Technicians hand out cards and personally invite happy homeowners to share their experience with neighbors and friends.
Final Advice for New HVAC Salespeople
James ends with one piece of wisdom: find a mentor.
Don’t reinvent the wheel. Study companies that are one step ahead of you, not ten. Learn from their mistakes and act on their advice. “Five percent of people take action,” he says. “Be one of them.”
Always stay a student, keep refining your process, and never stop learning.
