Ever been caught off-guard when a potential HVAC client asks what you think of a competitor? I’ve been there — a seasoned sales pro who’s witnessed many lost deals from a careless reply. What you say next can make or break the trust a buyer places in you. Let’s explore five distinct ways to answer this tricky question and turn it into your winning moment. This is solid HVAC sales advice.
Why ‘Competitor Questions’ Are Really About Trust
In HVAC sales calls, questions about your competitors are not just about features or pricing—they are, at their core, a test of trust. When a client asks, “How do you compare to Company X?” or “Why should I choose you over the other guys?”, they are really evaluating your honesty, professionalism, and integrity. Understanding this dynamic is essential for anyone looking to build trust and master HVAC sales.
Competitor Questions: A Test of Your Character
Clients may not say it outright, but their underlying concern is simple: “Can I trust you?” The way you respond to competitor questions reveals how you operate as a salesperson. If you respond with negativity or speak poorly about your competition, it raises a red flag for the buyer. As the source material highlights, “If you’re willing to talk about your competition badly, how are you going to talk about me as a consumer?” This insight is critical in sales training—your answers reflect your values and set the tone for the relationship.
Why Negative Talk Diminishes Buyer Confidence
Trust is foundational to sales success in the HVAC industry. When you criticize competitors, you may think you’re positioning yourself as the better choice, but in reality, you risk appearing unprofessional or insecure. Negative talk can make clients question your motives and wonder if you’ll treat them the same way once the sale is closed. Instead, focus on what makes your service unique and how you solve the client’s specific needs.
- Demonstrate Integrity: Speak respectfully about competitors to show you value fairness and honesty.
- Build Trust: Use competitor questions as an opportunity to reinforce your reliability and professionalism.
- Reflect Professionalism: Clients are watching how you handle these moments to decide if you’re the kind of partner they want.
How to Handle Competitor Questions Effectively
When faced with these questions during HVAC sales calls, keep your response positive and focused on your strengths. Acknowledge the competition’s presence, but highlight what sets your company apart—whether it’s your customer service, expertise, or unique solutions. This approach demonstrates respect for the industry and reassures clients that you are trustworthy and focused on their best interests.
Five Strategic Responses to Competitor Questions
In HVAC sales, customers often ask about your competitors. Handling these questions with professionalism is key to building trust and credibility. Here are five strategic responses that use objection handling and consultative selling techniques to keep the conversation positive and focused on your strengths.
1. Promote Your Company Positively
When a customer asks, “What do you think of XYZ company?” respond with confidence and pride in your own team. For example:
“There’s a reason why I work for the company I work for, because I only work for the best.”
This approach highlights your commitment without making negative comparisons. Positive framing preserves trust and keeps the focus on your value.
2. Share Factual Information Without Slinging Mud
If the customer wants specifics, stick to facts. Avoid rumors or opinions. You might say:
“I don’t sling mud, but I could tell you the facts.”
Share objective information about warranties, service response times, or certifications. This sales tip demonstrates transparency and positions you as a knowledgeable consultant.
3. Choose Not to Discuss Competitors Negatively
Sometimes, it’s best to avoid discussing competitors altogether. You can set a respectful boundary by saying:
“I choose not to talk negatively about someone who’s not here to defend themselves.”
This response shows integrity and enhances your credibility, which is essential in consultative selling.
4. Use Personal Ethics as a Guide
Referencing personal values can defuse tension and keep the conversation professional:
“My mom said if I didn’t have anything nice to say, not to say it at all.”
This light-hearted approach signals your ethical standards and builds rapport with the customer.
5. Redirect Focus to Your Work and Customer Care
Bring the conversation back to what you can control—your service, warranties, and after-sale support:
“I only worry about where I work and what I do. If you want to talk to them, you absolutely should.”
Highlighting your commitment to customer care helps position you as a trusted advisor, not just a salesperson.
Remember, your response style may vary based on your personality, but answering with poise and confidence always builds respect. These approaches ensure you stay professional, ethical, and focused on earning customer trust.
Handling the Question Like a Pro: Real-World Anecdotes
Every HVAC sales professional faces the moment when a customer asks, “What do you think of XYZ company?” or “How do you compare to ABC?” According to industry veteran Scott Bell, this objection comes up at least once a quarter. The way you handle these competitor questions can make or break the deal. In HVAC sales training, mastering objection handling is crucial for building customer trust and increasing your closing rate.
- Common Mistake: Slinging Mud
Many reps fall into the trap of criticizing competitors. Ride-alongs and sales coaching sessions reveal that negative talk rarely wins trust. Instead, it often backfires—customers may view you as unprofessional or defensive, and the sale slips away. - Observe Client Reactions
When competitor talk arises, pay close attention to the customer’s body language and tone. Are they genuinely curious, or are they testing your integrity? Your calm, confident response should reassure them, not escalate tension. Research shows that positive or neutral answers increase closure chances. - Fact-Based, Calm Answers Win
Scott Bell shares his standard approach:“Look, I’m here with you. I’m not worried about what they do. I’m worried about what I do and what I bring to the table. I’m not going to talk trash on somebody who’s not here to defend themselves. If that’s going to break this deal, let me know. I’m okay with it.”This response is calm, fact-based, and keeps the focus on your value offering. It demonstrates confidence and professionalism—key ingredients for customer trust.
Effective objection handling means treating competitor questions as a natural part of the sales process. Instead of reacting defensively, use these moments to reinforce your expertise and the unique benefits you provide. HVAC sales training emphasizes that your demeanor and answer should always reflect integrity and self-assurance. If the client’s reaction is positive—nodding, relaxed posture, or further engagement—you know you’re moving closer to a sale.
Remember, the customer’s response is the best indicator of your answer’s effectiveness. By handling competitor questions with poise and focusing on your own strengths, you set yourself apart and build lasting customer trust.
The Buyer Facilitator Mindset: Turning Questions Into Opportunities
In today’s competitive HVAC market, adopting the buyer facilitator mindset is essential for building trust and winning over customers. When clients ask about competitors, see these questions as valuable opportunities—not threats. This approach, rooted in consultative selling, allows you to demonstrate your professionalism, ethics, and genuine care for the customer’s needs.
Shift from Competition to Customer Focus
Rather than engaging in hard selling or criticizing competitors, focus on what you can control: your own service, expertise, and commitment. As one expert puts it:
I worry about what I bring to the table, how I do the install, how we take care of you after the sale.
This mindset helps you redirect the conversation from what others are doing to how you deliver value. It’s not about outshining the competition—it’s about showing the client how you meet their specific needs with integrity and care.
Highlight Your Unique Value
- Showcase your warranties and guarantees: Use competitor questions to explain your comprehensive warranties and customer-focused guarantees. This reassures clients that their investment is protected.
- Emphasize customer care: Detail your process for installation and after-sale support. Let clients know you are committed to their satisfaction long after the sale is complete.
- Be transparent: Share your approach openly. Explain, “Here’s how I operate. Here’s all my warranties. Here’s all my guarantees.”
Encourage Open Dialogue
The buyer facilitator approach is all about empathy and rapport. By inviting questions and listening closely, you naturally manage objections and build a strong foundation of trust. Instead of steering the conversation toward competitors, guide it back to the client’s unique concerns and goals. Ask open-ended questions to better understand their needs and demonstrate that you are there to help, not just to sell.
Research shows that consultative selling enhances trust by putting the customer first. Facilitators who focus on value and understanding close more deals and build lasting relationships. By adopting this mindset, you transform every competitor question into a chance to reinforce your commitment to quality and customer satisfaction.
Closing Thoughts: Your Next HVAC Sales Call Strategy
Every HVAC sales call is an opportunity to build trust and stand out from the competition. One of the most common challenges you’ll face is the customer’s question about competitors. Instead of seeing this as a threat, recognize it for what it is: This can be an objection. Treat it as an objection. Overcome it, and then ask for the business. This mindset shift is crucial for closing sales and growing your confidence as a sales professional.
Effective pre-call preparation is your first step toward a smooth, successful conversation. By anticipating competitor-related objections, you ensure you’re not caught off guard. Research shows that sales reps who prepare for these questions are more likely to maintain composure and respond with clarity. This preparation not only helps you answer confidently, but also demonstrates your professionalism and respect for the customer’s decision-making process.
How you respond to competitor questions says a lot about your integrity and your approach to sales. Decide on a response style that aligns with your values—one that is honest, respectful, and focused on the customer’s needs. Remember, your goal is not to disparage the competition, but to highlight the unique value your HVAC solutions offer. When you answer with integrity and confidence, you reinforce the trust you’re building with the customer.
Handling objections with poise is a hallmark of sales confidence. When you treat competitor questions as routine objections, you create an opening to move the conversation forward. As you address concerns, use your expertise to reassure the customer, then transition naturally to asking for their business. A strong close doesn’t come from pressure—it comes from calm, trust-building dialogue that positions you as a knowledgeable partner.
In summary, mastering the art of closing sales in HVAC means preparing for objections, responding with confidence, and always keeping the focus on trust. Each sales call is a chance to demonstrate your professionalism and commitment to the customer’s best interests. So, before your next call, take a few moments for pre-call preparation, anticipate competitor questions, and be ready to close with confidence. The result? More wins, stronger relationships, and a reputation as a trusted HVAC advisor.
TL;DR: When clients ask about competitors, treat it as a trust test. Respond calmly, focus on what you do best, avoid slinging mud, and use it to build rapport and close the sale.
