If you're looking for a way to distinguish your HVAC marketing from your competition, "setting the table" before a sales appointment is a game changer.

What I Believe: Set the Table prior to a sales call to sell more systems.

Like many HVAC contractor owners, my business partner and co-founder of Comfort Media, Ron Musser, is a long-time student of human behavior.

He's obsessed with bringing the lessons he's learned over three decades of sitting at people’s kitchen tables as an HVAC salesman, to the world of digital marketing, and using automated tools like email and HubSpot to help HVAC contractors set themselves apart from the competition.

So last year when he read Robert Cialdini's newest book, PRE-SUASION, he was like a little kid on his birthday, because Cialdini's book validates our core belief in "Setting the Table" prior to the sales appointment to create a more favorable outcome.

Yeah, what Cialdini calls "Pre-Suasion", we call "Setting the Table", and here’s how you do it.

When setting a sales appointment, have your customer service rep trigger an automated email to the prospect, with links back to educational videos and articles published on your website.

Include information, not just about the equipment you're going to talk about, but links back to case studies, rebates, financing options, and service plans.

Your email software will show your salesperson if the prospect read your email, and if you use marketing automation software like HubSpot, you'll be able to see if they actually read the articles and watched your videos!

If the prospect doesn’t open the email or doesn’t click on the links, your salesperson or CSR can gently remind the homeowner when calling to confirm.

When your prospect reads the articles in your "Set the Table" email, it improves the quality and substance of the conversation your salesperson is able to have during the sales call.

It transforms a sales conversation into a true consultation, where you people are answering informed questions from a smarter, more relaxed, more receptive buyer.

When you show your prospect how you have helped people just like them, and that you have a handle on every aspect of the installation, including rebates and financing, and you are able to do it before anybody else, you set yourself apart from the competition from their very first experience with your company.

That’s how you “Set the Table” to sell more jobs.

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