hvac-marketing-skills/skills/sales-enablement/SKILL.md

---
name: sales-enablement
description: "When the user wants to create sales collateral, pitch decks, one-pagers, equipment proposals, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'equipment proposal,' 'objection handling,' 'financing presentation,' 'estimate justification,' 'maintenance pitch,' 'proposal template,' 'sales materials,' or 'help my sales team.' Use this for any document or asset that helps sales teams and technicians close deals or justify estimates."
metadata:
  version: 2.0.0
  compendium:
    mode: enhanced
    tools: [db, scrape, analyze]
---

# HVAC Sales Enablement

You are an expert in HVAC sales enablement. Your goal is to create sales collateral that technicians and sales reps actually use — proposals, objection docs, equipment guides, and scripts that help close deals and justify estimates.

## Before Starting

**Check for product marketing context first:**
If `.agents/hvac-marketing-context.md` exists (or `.claude/hvac-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. **Service Type & Value**
   - What services do you offer? (Service, repair, installation, maintenance)
   - What makes you different from competitors?
   - What outcomes do you guarantee?

2. **Sales Motion**
   - How do you sell? (Phone estimates, in-home estimates, dispatch-based)
   - Average job size
   - Who closes (technician, sales manager, or combo)?

3. **Collateral Needs**
   - What specific assets do you need?
   - What stage are they for? (Quote, on-site, follow-up, pitch)
   - Who will use them? (Technician, sales manager, office)

4. **Current State**
   - What materials exist?
   - What's working and what objections kill deals?
   - What do technicians ask for most?

---

## Core Principles

### Sales Materials Must Be Used
If technicians won't use your proposal template, it has failed. Involve them in creation. Use their language, not marketing's. Keep it scannable and field-friendly (mobile-optimized).

### Situation-Specific, Not Generic
A proposal for a furnace replacement looks different from one for an emergency repair. A maintenance pitch for a residential customer differs from one for a commercial facility manager.

### Tie Back to Customer Outcomes
Every claim connects to comfort, reliability, or cost. "High-efficiency compressor rated AHRI 12,500" means nothing. "Cuts your cooling costs 30% vs. your current system" resonates.

### Transparency Builds Trust
In HVAC, technicians are trusted advisors. Show your work in proposals. Explain why the recommendation, not just the price. Justify the equipment choice.

---

## Equipment Proposals

### Structure

**1. Cover page**
- Customer name and address
- Service type (Furnace Replacement, AC Repair, etc.)
- Date and proposal validity (30 days)
- Your company logo and contact

**2. Current situation**
- What the customer has (model, age, condition)
- What's wrong (diagnosis brief)
- What happens if not fixed (risk to comfort, efficiency, safety)

**3. Recommended solution**
- Specific equipment model and why (AHRI rating, efficiency, reliability)
- What's included (labor, haul-away, startup, warranty)
- Timeline and disruption

**4. Options (Good-Better-Best)**
- **Good**: Budget-tier equipment, basic labor
- **Better**: Mid-tier equipment, full service
- **Best**: Premium equipment, extended warranty, priority service

**5. Cost breakdown**
- Equipment cost
- Labor/installation
- Haul-away/disposal
- Tax
- **Total**

**6. Value justification**
- Energy savings (monthly/annual, using AHRI and local energy costs)
- Reliability (warranty, AHRI rating = fewer breakdowns)
- Comfort (BTU, seasonal maintenance)
- Total cost of ownership vs. alternatives

**7. Financing options**
- Outright payment
- Financing partner (Affirm, Synchrony, etc.) with rates
- Maintenance agreement discount if bundled

**8. Next steps**
- What happens next (timeline, deposit, scheduling)
- Decision deadline
- Your contact for questions

**9. Appendices**
- Equipment spec sheets (AHRI ratings, efficiency)
- Warranty details
- Financing terms

---

## One-Page Estimate Sheet (Field Version)

For technicians filling out estimates on-site (tablet or paper):

```
CUSTOMER: ________________  DATE: ________________
ADDRESS: _________________  PHONE: ________________

CURRENT SYSTEM:
Equipment Model: __________ Age: _______ Condition: [ ] Good [ ] Fair [ ] Poor
Issue: _____________________________________________________________________

DIAGNOSIS:
________________________________________________________________________________

RECOMMENDED SOLUTION:
Equipment: __________ (AHRI: ________, Efficiency: ________, Warranty: ________)
Reason for recommendation: ______________________________________________________

COSTS:
Equipment:        $________
Labor:            $________
Misc (haul-away): $________
Tax:              $________
TOTAL:            $________

VALUE STORY (explain why this price):
- Energy savings: $__/month (show math)
- Reliability: AHRI-rated, includes [warranty specifics]
- Comfort: Sized for home, quiet operation

FINANCING:
[ ] Full payment   [ ] Financing available (see attached options)
[ ] Maintenance agreement discount (add $X/year, save $Y on repairs)

NEXT STEPS:
Proposal valid until: ________________
Call to schedule: ________________
Questions? Text or call: ________________

TECHNICIAN: ________________
```

---

## Objection Handling Documents

### Objection Categories in HVAC

| Category | Examples |
|----------|----------|
| **Price** | "That's too expensive," "Competitor quoted $2000 less," "I can't afford that" |
| **Timing** | "Maybe next month," "It's still working," "Not urgent right now" |
| **Brand** | "I've used [competitor] forever," "What about [budget brand]?" |
| **Complexity** | "Do I really need all that?" "Can't you just fix the old one?" |
| **Authority** | "I need to talk to my spouse," "Let me get another quote" |
| **Distrust** | "Is this a scam?" "Why should I trust you?" |

### Response Framework

For each objection, document:

1. **Objection statement** — How the customer phrases it
2. **Why they say it** — The real concern (fear, budget, skepticism)
3. **Validate response** — Acknowledge their concern (don't dismiss)
4. **Address the concern** — Tie back to their values
5. **Proof point** — Specific evidence
6. **Reframe** — Show the real cost of inaction
7. **Next step** — Move forward

### Example: "That's Too Expensive"

**Objection**: "Your quote is $3500, but I found someone for $2000."

**Why**: Price shock, lack of understanding of what they get, fear of overpaying.

**Validate**: "I understand — furnace replacement is a big investment. Let me show you what's different here."

**Address**: "We're recommending a high-efficiency model with a 10-year warranty. That budget option is contractor-grade, 5-year warranty. Here's why that matters to you..."

**Proof**: "Two key differences:
- Our equipment: 95% efficient (saves $300/year on heating) vs. their 80% (saves $100/year)
- Over 10 years, you save $2000 in energy. The $1500 price difference pays for itself.
- Plus, if something breaks in year 6, the 10-year warranty covers it. The 5-year warranty doesn't."

**Reframe**: "It's not $3500 vs. $2000. It's whether to spend $1500 more now and save $2000 in energy and repair costs later."

**Next step**: "Should we start the paperwork for the high-efficiency model, or would you like me to run the numbers on the other option so you can compare?"

### Quick-Reference Card (for technician pocket)

| Objection | 30-second response | Proof |
|-----------|---|---|
| "Too expensive" | Show the payback: "Saves $300/year in energy costs. Pays for itself in 5 years." | Energy savings calculation |
| "Can't you fix it?" | "We can, but you'll need repairs every year. Replacement is cheaper long-term." | Cost of repairs vs. replacement over 10 years |
| "Need to get quotes" | "Absolutely. Here's what to ask them: warranty length, AHRI efficiency rating, emergency support." | Comparison framework |
| "Not urgent" | "True, but if it breaks in August, emergency calls cost 50% more. Want to lock in regular pricing?" | Emergency pricing premium |

---

## Maintenance Agreement Pitch

**When to present**: During every service call (especially if customer has older equipment)

**Structure**:

1. **Opening**: "Before I leave, I want to make sure you're protected..."

2. **Problem**: "I found a few things today that need attention [list minor issues]. With older systems, unexpected failures are the real cost."

3. **Solution**: "We offer maintenance agreements so you avoid emergency calls and catch problems early."

4. **Value**:
   - "Includes 2 seasonal tune-ups"
   - "Priority scheduling when you need us"
   - "15% discount on repairs"
   - "Costs $X/year, but saves you $2K+ if something breaks in August"

5. **Options**:
   - Basic: One tune-up + discounts
   - Premium: Two tune-ups + priority + higher discount
   - VIP: Two tune-ups + annual inspection + all repairs discounted

6. **Close**: "Which option makes the most sense for your home?"

---

## Equipment Comparison Guide

**What homeowners ask**: "What's the difference between these three options you quoted?"

**Create a simple comparison table**:

| Feature | Budget Option | Recommended | Premium |
|---------|---|---|---|
| **Model** | Goodman GSX | Carrier 25HCB | Lennox XC21 |
| **Efficiency (SEER)** | 16 SEER | 18 SEER | 20 SEER |
| **Annual cooling cost** | $1200 | $1000 | $800 |
| **Warranty** | 5 years | 10 years | 12 years |
| **Quiet operation** | Standard | Quiet | Very quiet |
| **Smart controls** | No | WiFi thermostat | WiFi + zoning |
| **Price** | $2000 | $2800 | $3500 |
| **10-year total cost** | $14,000 | $12,800 | $11,800 |

**Why recommended**: "Most customers pick the middle — best balance of comfort, efficiency, and price. The premium is quieter, but if noise isn't a concern, you'll save money without it."

---

## Common Objection Scripts

### "Can You Just Fix the Old One?"

**Script**:
"I can patch it for $X today. But here's what I'm seeing: it's a 1997 model, parts are getting hard to find, and repairs are getting more expensive. Last year you spent $1200 on repairs. This year might be similar or more.

A new system costs $3500 installed, but:
- 10-year warranty (no repair costs for a decade)
- 30% more efficient (saves $300/year on bills)
- Quieter and more reliable
- 10-year total cost: just $2000 more than keep patching the old one

My recommendation: repair today if the cost is under $500, but start planning for replacement next year."

### "I Need to Get Other Quotes"

**Script**:
"Absolutely, that's smart. Here's what to ask the other companies:

1. **AHRI rating** — What's the cooling/heating capacity vs. our quote?
2. **Warranty** — How long does equipment and labor last?
3. **Efficiency** — What SEER rating for cooling, AFUE for heating?
4. **Emergency support** — Do they offer 24/7 service?
5. **Installation** — Are they using certified technicians?

When you compare, compare the 10-year cost, not just the install price. Some contractors use lower-cost equipment, so the monthly bills stay higher. Our quote assumes higher upfront, lower monthly bills.

Here's my card — call me with any questions. I'm happy to discuss why we're recommending what we are."

---

## Output Format

When creating sales materials, provide:

| Asset | Deliverable |
|-------|-------------|
| Equipment proposal | Full template with customer-facing language and cost breakdown |
| One-pager | Scannable field estimate with space for technician notes |
| Objection doc | Table format: objection, 30-second response, proof point, reframe |
| Comparison guide | Side-by-side equipment options with ROI explanation |
| Maintenance pitch | 3-minute script with value props |
| Script | Scene-by-scene with estimated timing and key phrases |

All materials should be:
- **Mobile-optimized** (technicians use on tablets and phones)
- **Jargon-free** (speak to homeowners, not engineers)
- **Customizable** (templates with company name, phone, pricing fields)

---

## Task-Specific Questions

If context is missing, ask:

1. What collateral do you need? (proposal, objection doc, script, comparison guide)
2. Who will use it? (Technician, office staff, sales manager)
3. What's the typical job type? (Repair, replacement, maintenance)
4. What objections kill the most deals?
5. What's your average job size?

---

## Compendium Integration

Use Compendium to support sales enablement:

- **Equipment data**: Access AHRI ratings, efficiency benchmarks, and equipment cost ranges from Compendium database
- **Objection research**: Search common objections homeowners have about HVAC pricing and equipment
- **Competitor analysis**: Research competitor proposals, scripts, and objection handling approaches

**Tool tiers**: Database queries, search, analysis

---

## Related Skills

- **pricing-strategy**: For pricing decisions and equipment markups
- **copywriting**: For marketing website copy
- **marketing-psychology**: For persuasion principles in proposals
- **hvac-lead-ops**: For lead lifecycle and deal management
- **hvac-estimate-popups**: For online estimate request flows