By Fred Martel

It’s a sign of the times. Everyone wants instant gratification. Video games have reset buttons. Everyone wants to speed but they will not learn how to drive. Customers have no time or patience. They want the quick fix for little or no money. Do it and get out.

As a business person it is your job to slow them down. Haste makes waste and there is more waste than ever in this industry, in this country. Just as the cop pulls them over and slows them down with a hefty fine, you need to control the conversation – and their HVACR destiny.

But I get ahead of myself, just like everyone else. One need not rush to a decision with all of the options and choices available. Your prospect or customer does not know what is good for them. They do not tell (they may try but he or she won’t have it) their doctor what they need, and you should not let them tell you.

Work on controlling conversations and “drive” them in the direction – and speed – that you want them to go. Be the doctor. You’re the expert, so why let someone who did a little Googling tell you what they should have?

When they tell you that they have been “shopping’ for quotes, don’t take the bait. Offer two options at the price that brings a profit and insist that you are a professional (the best) and a lower priced job will result in an inferior result.

Allow them to choose instead of saying yes or no.