Stop Focusing on SEER - The Daviston Group

Stop Focusing on SEER

Stop focusing on SEER and focus on comfort. Do you know what the five year savings will be going from 13 SEER to 14 SEER? Not much. Take a look below. I took this information from and based it on Alabama.

Table 1

Just do the math from SEER to SEER and you get the graph below.

Table 2

Focusing on SEER is like a car salesman focusing on gas mileage when one model gets 90 MPG and the other gets 95 MPG. It’s like a mathematical equation that approaches zero but will never reach it. Each improvement in SEER going forward saves a percentage of a diminishing value and it cannot reach zero. The most efficient air conditioner in the world is the one that is off.

I helped an HVAC client of mine work out a deal with one of his prospects, a very nice gentleman who was a computer programer. He told me that he would base his decision on ROI (return on investment).

So I went through the above exercise with him online and helped him discover that comfort was the real reason to spend more. Here were his options:

Table 3

The customer was a very analytical person and that’s why I gave him all of this detail. He thanked me and said that this was exactly what he wanted to see. So… be like your prospect. I’m not a person who is about attention to detail. I’m a bottom line guy. However, in this case I had to become someone that I am not. Most of this sale was about bonding and rapport. He loved what he saw.

He totally got the comfort issue and purchased the most expensive option. All of this was accomplished online via GoToMeeting.

Differentiate yourself from your competition by:

  • Demonstrating excellent problem solving skills
  • Show your expertise by being a good diagnostician
  • Build credibility by asking questions that no one else is asking
  • Push back and ask challenging questions
  • You must be able to earn their respect and trust
  • Be confident and humble