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Your Business Toolbox: Maximizing Your Resources in Sales Part 2

How to Leverage Each Sales Appointment to Prime

We need to maximize our resources in sales.    

As we discussed in Part 1, we all have limited time and resources. Success in business involves making sure you maximize both. 

To read part 1, click here.

BDR has developed a new business strategy called Leveraged to Prime™ to help you make sure you are leveraging all your resources to maximum effect.

Leveraged to Prime: To make investments or improvements to maximize the performance of a resource and achieve perfected results.

Each sales appointment is an opportunity that we can leverage to prime. We achieve this goal not through “sales,” but by building trust during the sales process and informing, offering, and educating each customer. 

During part one we covered the first two steps to maximize sales: 

Maximizing Sales Step 1: Offer Equipment Choices
 Leveraged to Prime Goal: 50%+ sales in high efficiency equipment.

Maximizing Sales Step 2: Offer Accessories — Leveraged to Prime Goal: Finance 50% of your jobs.

Let’s look at the remaining two steps to maximize the value of every sales appointment:    

Maximizing Sales Step 3: Utilize Consumer Financing

Utilizing consumer financing and making it a consistent part of your sales offering can dramatically improve your closing rate and average ticket amount. Consumers today are accustomed to financing most of their large purchases. In addition, most consumers need financing in order to be able to make a major purchase. According to Gobankingrates.com, the average American currently has less than $1,000 in the bank. If you are not offering financing options today, you’re missing out on potential sales.

If you’re already offering financing regularly, you’re ahead of the competition. If you’re not yet offering financing, don’t worry—it’s easy to catch up. BDR recommends having one primary financing source that you use consistently and a secondary source for those customers who may have less than perfect credit. 

Financing can be a great help to your sales efforts. However, keep in mind that as you finance more jobs, your financing costs will increase. This is actually a good thing—it means you are closing more jobs! BDR recommends checking at least monthly to make sure you are accounting for financing costs. 

Leveraged to Prime Goal: Finance 50% of your jobs.

Maximizing Sales Step 4: Generate Referrals

A sales appointment hasn’t been maximized if it doesn’t lead to one or more future referrals. Referrals are the most valuable type of lead. They typically have a higher close rate and higher average ticket than other types of leads. Unfortunately, you can’t buy a referral—they have to be earned and managed.

How do you earn a referral? Go beyond what is expected. Build Trust in all your communications and follow up. If you listen well and follow through on all commitments, you will be well on your way. Make sure that the sales team is communicating clearly to the install team to ensure that they don’t miss anything. Don’t forget to show your appreciation to the customer by congratulating them on making a great decision by choosing your company.

Leveraged to Prime Goal: Multiple referrals generated on every job.

Leverage Each Sales Appointment to Prime 

Today, every business must maximize each available resource. By applying a Leveraged to Prime mindset to every sales appointment, you can ensure you will be achieving the best possible results. Offer equipment and accessory choices, utilize financing and focus on generating referrals. Start implementing these ideas in your business today and compare your progress to the Leveraged to Prime goals we’ve laid out.


Remember, success in business is about the journey, not the destination. It will take time to reach your goals. Just stay focused on implementing them and consider how you can leverage each resource and opportunity to Prime.

Consider attending BDR’s 1-day Successful Sales for HVAC course, which goes into detail on all the topics covered in this article and provides you with pre-built implementation plans.

About the Author: 
Scott Tinder is a BDR Trainer and Instructional Designer. He leads BDR’s Successful Sales for HVAC, Successful Service for HVAC, PreWall 1: 4 Steps to $1 Million in Revenue, and Wall 1: 6 Steps to $3 Million+ in Revenue courses.

About BDR:
BDR is the premier provider of business training and coaching services to HVAC contractors. BDR is an authorized training provider for International Comfort Products.