Perfect Your Sales Language

On the sales side of an HVAC business, your team relies heavily on verbal communication to present the facts, features, and benefits of your products and services. The goal of every pitch is to gain a sale, but words and phrases with a negative connotation can be detrimental to your objective.


Avoid these words and phrases

Sign this contract

To a potential customer, this phrase can feel like an order. Both “sign” and “contract” are words that are negatively charged; urging customers to sign can create tension, and the term contract is one that many associate with a binding and restrictive agreement. Asking for the sale is a high-tension time in the selling cycle naturally, and eliminating negative language can make your prospect more comfortable.


When customers hear “cost,” they can easily envision money flying out of their wallets. Cost is a negative, but “investment” is a positive. An investment is something your customer will reap a benefit from while a cost is an expense which takes away. The more you can do to frame a major purchase in a positive light, the more chance you have of a successful sale.


Too often, we liken preventative maintenance agreements with insurance, although they are not the same thing. Insurance is a backup plan to rely on in the event of a disaster, whereas preventative maintenance agreements actively offer heating and cooling system protection. Plus, many homeowners associate insurance with the high premiums they pay each year; a cost. Sell your preventative maintenance agreements as an assurance, not as insurance.

Adapt your sales language for your audience

Even if you have erased all negative language from your sales vocabulary, if you’re not communicating properly with the customer, your message won’t be making the impact you’re hoping for. Everyone has a different thought process; you will be at a great advantage if you can identify how your customers think and shape your sales language to better capture their attention.

Determine your customer’s primary sense by listening to what they have to say during your conversation; do they say your offer “looks,” “feels,” or “sounds” good? These clues will tell you that your customer communicates with a visual, auditory, or kinesthetic sense. Once you have identified your customer’s preferred sense, enhance your sales language with words that will best appeal to their senses, helping you capture and maintain their attention.

If your customer is visual, try these words and phrases:

  • Picture
  • Appears to be
  • Outlook
  • Eye-to-eye
  • Take a peek
  • Imagine
  • Focus
  • Observe
  • Notice
  • Watch

If your customer is auditory, try these words and phrases:

  • Sound
  • Loud and clear
  • Rings a bell
  • Listen
  • Remark
  • Report
  • Clear as a Bell
  • Inquire

If your customer is kinesthetic, try these words and phrases:

  • Grasp
  • Feel
  • Firm foundation
  • Pull some strings
  • Grip
  • Warm
  • Hand-in-hand
  • Get a handle on

In your experience, what words or phrases do you avoid during a sales pitch? Which ones seem to enhance your success?

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