Module 3: Objection Handling & Persistence
🎯 Overview
Master the art of respectful persistence. This module teaches you how to handle every common objection with confidence, maintain momentum when customers hesitate, and consistently convert "maybes" into appointments.
💪 The Persistence Mindset
Core Philosophy: Relentless BUT Respectful
✅ Do:
- View objections as requests for more information
- Stay warm, confident, and helpful
- Use permission-based persistence ("May I share...")
- Lead with value, not pressure
- Give customers choices, not ultimatums
❌ Don't:
- Get pushy or aggressive
- Take objections personally
- Give up after one attempt
- Sound scripted or robotic
- Use manipulative tactics
The Booking Hierarchy (What "Winning" Looks Like)
🥇 Win #1: Book the In-Home Visit
This is always the primary goal. For equipment sales, repairs, or service - the in-home visit is where value is delivered and trust is built.
🥈 Win #2: Phone Quote Path (If Forced)
If they absolutely insist on pricing by phone:
- Gather detailed specs and photos
- Schedule follow-up call within 24 hours
- Still invite the in-home visit for final pricing
- Document as Sales Opportunity
🥉 Win #3: Salvage & Re-engage
If they won't book now:
- Schedule a definite callback time
- Get permission to text/email summary
- Add to standby list with consent
- Create Sales Opportunity + manager alert
🔄 The 3-Strike Re-engagement Rhythm
Use this smooth pattern to stay persistent without being pushy:
Strike 1: Value-Led Close
Present the value story + assumptive two-option close.
Example:
"We have fully-stocked trucks to fix most issues in one visit, with up-front pricing so you know the cost before any work starts. Would 2 PM or 4 PM work better today?"
Strike 2: Permission-Based Nudge
Ask permission, offer new angle, two-option close again.
Example:
"May I offer a 20-second idea that helps customers in your situation? [They say yes] Many customers worry about cost, which is why we provide exact pricing before any work - no surprises. Plus, the longer you wait, the more risk of damage or higher energy bills. Should we lock in this afternoon or tomorrow morning?"
Strike 3: Concession + Path Forward
Offer to hold a spot, use standby list, or run phone-quote path. Then book or salvage.
Example:
"I understand. How about this: let me hold a time slot for tomorrow at 2 PM. If something earlier opens up, I can text you. That way you're not locked in, but you have a spot secured. Does that work?"
🛡️ OBJECTION #1: "Just Give Me a Price Over the Phone"
Level 1: Educate & Reframe
"Totally fair ask - most folks want a ballpark. Here's the challenge: phone prices can be wildly off because home size, ductwork condition, installation complexity, and your goals can swing the number by thousands of dollars. That's why we send a senior technician for a free, no-obligation in-home visit, so you get real answers and no surprises. The visit is free - would today or tomorrow work better?"
Level 2: Stack Value
"Think of it this way: even if you don't move forward with us, you'll leave with a professional assessment and an apples-to-apples proposal you can use to compare other quotes confidently. It's about getting you good information. Does 2 PM or 4 PM work better?"
Level 3: Phone Quote Path (Last Resort)
"I understand you prefer starting by phone. Here's what I can do: I'll need detailed specs, your square footage, and photos of your current equipment, attic space, and ductwork. Then I'll schedule a follow-up call within 24 hours to review preliminary options. For final exact pricing, we'd still want to do the in-home visit since installation variables matter. Can you text me photos of [list], and would tomorrow at 2 PM work for our follow-up call?"
Then Create Sales Opportunity + Manager Alert
👥 OBJECTION #2: "I Need to Talk to My Spouse/Partner"
Level 1: Empathize & Align
"Absolutely - smart to decide together. Our in-home visit works best with all decision-makers present so everyone's questions get answered on the spot and you can make a confident decision together. Let's pencil in a time that works for both of you. Would Thursday evening at 6 PM or Saturday morning at 10 AM be better?"
Level 2: Hold a Spot
"Here's what I suggest: let me hold a time that works for both of you - say tomorrow at 6 PM - and we can always adjust if needed. That way you don't lose the slot while you discuss it."
Level 3: Callback Commitment
"No problem at all. When would be a good time for me to call you back after you've had a chance to talk? This evening around 7 PM, or tomorrow morning around 10 AM?"
🛒 OBJECTION #3: "I'm Just Shopping Around"
Level 1: Normalize & Encourage
"Smart move - we encourage comparing! Most customers who shop around end up choosing us because of our up-front pricing, quality guarantee, and price-match-plus promise. We want you to feel confident in your decision."
Level 2: Position Our Value
"We'll provide you with a detailed written proposal that makes comparing apples-to-apples easy. Plus, our price-match-plus guarantee means if you find a comparable quote, we'll match it and go a step further. The free visit gives you professional information to compare against."
Level 3: Book for Comparison
"Let's get you that information so you can compare properly. Would today PM or tomorrow AM be better for the free evaluation?"
💰 OBJECTION #4: "Sounds Expensive / Can't Afford It"
Level 1: Empathy + Facts
"I completely understand - cost is important, and nobody wants to overpay. The truth is, pricing depends on your specific situation - the size, the condition, what you need. The free visit gets you accurate numbers first, so we're talking about real costs, not guesses. Would today or tomorrow work better?"
Level 2: Present Options
"Here's the good news: we'll show you good-better-best options with different price points, plus we have financing and payment plans available to fit your budget. You choose what works for you. Should we start with tomorrow morning?"
Level 3: Prevent Bigger Costs
"I hear you on budget concerns. One thing to consider: catching issues early almost always costs less than waiting until it gets worse. The diagnostic fee is small compared to what major damage or emergency repairs cost later. Would this afternoon or tomorrow be better to get it checked?"
⏰ OBJECTION #5: "Too Busy / Not Ready Yet"
Level 1: Respect + Benefit
"I totally understand - everyone's schedule is packed. The visit takes about an hour, and it can actually save you money by catching issues early before they become expensive emergencies. We have flexible scheduling, including evenings and weekends. Would an evening appointment this week work?"
Level 2: Flexible Options
"We work around your schedule. We have early morning slots before work, evening appointments after 5 PM, and weekend availability. What typically works best for your schedule?"
Level 3: Micro-Commitment
"How about this: if I hold next Saturday at 10 AM, I can text you a calendar invite. If something changes, you can easily shift it. At least you'll have a spot secured. Does that work?"
💵 OBJECTION #6: "Do You Charge for the Visit?"
Level 1: Clarity on Value
"For repair and service calls, we charge a diagnostic fee that covers the expert evaluation and allows us to give you exact pricing before any work begins. If you approve the repair, that diagnostic fee is applied toward the work cost. Comfort Club members get a discounted diagnostic and priority service. For equipment replacement estimates, the in-home visit is completely free. Would morning or afternoon work better?"
Level 2: Member Benefits
"Comfort Club members pay a lower diagnostic fee and get priority scheduling, plus discounts on repairs. Most members save more than the membership cost in their first year. I can include information about that when we schedule your visit. Does today or tomorrow work better?"
Level 3: Compare Options
"Our diagnostic fee is competitive with the market, and unlike some companies, we apply it toward your repair if you proceed. More importantly, you'll have exact pricing before we start, not surprise charges after. That peace of mind is worth it. Should we schedule for this afternoon?"
🔧 OBJECTION #7: "I Don't Think I Need Replacement, Just a Repair"
Level 1: Agree & Validate
"You might be absolutely right! Many systems are repairable, and we'll never recommend replacement unless it truly makes more sense for your situation. That's exactly what the evaluation is for - to get you honest advice and real numbers."
Level 2: Position Credibility
"Our technician will evaluate first and only recommend replacement if repair costs don't make sense or if your system is at end-of-life. We're not going to push you into something you don't need - that's not how we do business. Would 2 PM or 4 PM today work better for that evaluation?"
Level 3: Information is Power
"Either way, you'll have professional information about your system's condition and your best options. That knowledge alone is valuable. Should we schedule for today or tomorrow?"
🚫 OBJECTION #8: "I'll Think About It"
Level 1: Uncover the Real Concern
"Of course - this is an important decision. Can I ask what specifically you'd like to think about? Is it timing, budget, or something else? I want to make sure I've answered all your questions."
Level 2: Address the Real Issue
[Once they share the real concern, address it specifically]
"Got it - [restate their concern]. Here's how we handle that: [address the concern]. Does that help? Would [time] work to move forward?"
Level 3: Soft Hold
"I completely respect that. How about I hold a spot for [day/time] while you think it over? That way if you decide to move forward, you're not waiting days for availability. No pressure - you can always cancel. Does [time] work as a placeholder?"
📧 OBJECTION #9: "Just Send Me Information"
Level 1: Trade for Commitment
"Absolutely, I can send you information. Here's what I suggest: I'll email you a one-page summary and text you a calendar hold for tomorrow at 2 PM. That way you have the info, and if you want to move forward, you already have a spot. If not, you can easily cancel. Does that work?"
Level 2: Information + Action
"I'll send that over right away. The challenge with written info is it can't answer your specific questions like our tech can during the free visit. Even if you're just gathering information, the in-home assessment gives you personalized answers. Would Thursday or Friday work for that?"
Level 3: Follow-up Commitment
"I'll get that emailed to you within the hour. When's a good time for me to follow up after you've reviewed it? Tomorrow afternoon, or Friday morning?"
Always create Sales Opportunity + set follow-up task
📞 OBJECTION #10: "Call Me Back Next Week"
Level 1: Lock the Time Now
"Happy to call you back. Let's set a specific day and time so you're expecting me and I can get you on the schedule. Would Monday at 10 AM or Tuesday at 2 PM be better?"
Level 2: Understand the Delay
"Can I ask what's happening next week that changes things? Just want to make sure I'm calling at the right time."
[Address their reason, then...]
"Makes sense. I'll call you [specific day/time]. In the meantime, should I email you some information to review?"
Level 3: Set and Document
"I've got you down for a callback on [specific date/time]. I'll send you a calendar reminder so we're both on the same page. Sound good?"
Create Sales Opportunity + scheduled callback task + manager alert
🏠 OBJECTION #11: "I'm a Renter / Need Landlord Approval"
Level 1: Clarify and Adapt
"That makes sense - we work with renters and property managers all the time. For repairs, often the landlord wants the problem addressed quickly. Do you have permission to schedule service, or do they need to approve it first?"
Level 2: Make it Easy
"Here's what we can do: I'll schedule the visit, and we can send the estimate to your landlord for approval before doing any work. That way the issue gets diagnosed fast, and they have exact pricing to approve. Does that work?"
Level 3: Get Property Manager Involved
"Would you like me to call the property manager directly to schedule? That way there's no confusion and they know we're handling it professionally. What's their best contact info?"
🔄 OBJECTION #12: "I've Had Bad Experiences with HVAC Companies"
Level 1: Empathize & Differentiate
"I'm really sorry to hear that - that's frustrating and exactly why we do things differently. We use up-front pricing so you know the cost before we start, not surprise charges after. Our techs are trained to explain everything clearly and treat your home with respect. Many of our best customers came to us after bad experiences elsewhere."
Level 2: Offer Proof
"I'd love the chance to show you how we're different. You can check our reviews, and during the visit there's absolutely no pressure - if you're not comfortable, there's no obligation to proceed. Our goal is to earn your trust. Would [time] work to give us a chance?"
Level 3: Risk Reversal
"I get it - trust has to be earned. That's why our visit is free for estimates, and for repairs, you approve pricing before any work. If you're not happy with how our tech handles things, you can stop at any point. We want to change your experience. Should we try for tomorrow?"
💡 Re-Engagement Plays: Keep the Ball Rolling
Play #1: Two-Option Close (Use Constantly)
"We have technicians available today. Would 2 PM or 6 PM work better?"
Always give choices, never yes/no questions.
Play #2: Permission Nudge
"May I share a 20-second idea that helps customers in your situation? [Wait for yes] Many customers worry about [X], which is exactly why we [solution]. Would [time] work to move forward?"
Play #3: Scarcity & Speed (Be Truthful)
"We have a tech in your area this afternoon who can give you answers today. Those spots fill up fast, especially during [season/weather]. Would you rather lock in afternoon or evening?"
Play #4: Decision-Maker Alignment
"Let's hold a time when everyone can be present - maybe this Thursday evening at 6 PM? That way all questions get answered in one visit and you can make a confident decision together."
Play #5: Risk Reversal
"The visit is free [for estimates] and there's absolutely no pressure. Worst case, you get clarity and professional information. Best case, we solve your problem. There's really no downside. Would today or tomorrow work?"
Play #6: Price Confidence
"Bring any quotes you've gotten - we'll match apples-to-apples and go a step further with our price-match-plus guarantee. You've got nothing to lose by getting our quote. Would [day/time] work?"
Play #7: Zero-Risk Installation (Equipment Sales)
"For replacement systems, we offer Zero-Risk Installation, which means you're protected throughout the entire process. You're never stuck with something you don't love. That's our promise. Would Thursday or Saturday work for the free consultation?"
Play #8: Member Priority
"Comfort Club members get priority scheduling and other benefits. Even if you're not a member yet, I can explain how much you'd save. Would you like me to include that information when I schedule your visit?"
Play #9: Standby List
"If someone cancels or we have an earlier opening, would you like me to call or text you right away? I can put you on our standby list at no obligation."
Play #10: "And By The Way" Add-On (After Booking)
"And by the way, while we're there servicing your AC, we also offer duct cleaning packages. Many customers bundle them for convenience. Should I have the technician bring information about that?"
🎯 The "Never-Give-Up" 8-Step Call Loop
Use this framework on every call:
Step 1: Open & Take the Lead (10-15 seconds)
Universal greeting: "How can I make you more comfortable today?"
Step 2: Safety Net & Essentials (30-45 seconds)
Get name, address, phone, email FIRST.
Step 3: Fast Qualifiers (60-90 seconds)
Symptom, system age, access, membership status.
Step 4: Value Story (Tailored)
Match the value story to their call type.
Step 5: First Assumptive Close
"Would 2 PM or 4 PM work better?"
Step 6: Handle the Objection
Use ELPO: Empathize → Label → Pivot → Offer
Step 7: Re-Engage (Choose a Play)
Use 2-3 re-engagement plays. Permission-based. Change angles.
Step 8: Close or Salvage
- If Booked: Confirm details, set expectations, add one relevant service
- If Not Booked: Lock one firm next step, create Sales Opportunity, manager alert
🛡️ Guardrails: Stay Respectful
The Rules of Polite Persistence
Ask Permission before each additional attempt
"May I share one more thing that might help?"
Limit Rebuttals to 2-3 per objection, then switch plays
Don't beat a dead horse on one angle.No Jargon, No Pressure
Be the calm expert, not the pushy salesperson.Summarize What You Heard
"It sounds like timing is the main concern - let's solve that first."
Always Give Choices, Not Yes/No
"Would evening or weekend work better?" NOT "Want to book?"
📊 Quality Scorecard: Are You Doing It Right?
Rate yourself on every call:
- Used approved greeting and warm tone
- Captured name + address up front
- Asked qualifying questions
- Offered value before price
- Attempted assumptive two-option close at least twice
- Used different re-engagement plays between attempts
- Stayed respectful and permission-based
- If booked: added one relevant service mention
- If not booked: created Sales Opportunity + manager alert same day
💪 Why This Works: The Psychology
You're Not Being Pushy - You're Being Helpful
Facts:
- Most customers need 3-5 touchpoints before making decisions
- Objections are usually requests for more information, not hard rejections
- Customers appreciate confidence and guidance
- Your value story, when delivered well, actually helps them
- The in-home visit is legitimately free and no-pressure
Your Role:
You're the guide who helps them overcome hesitation and make good decisions. That's service, not sales.
🎓 Module 3 Summary
Key Takeaways:
- Use the 3-Strike rhythm: Value → Permission → Concession
- Master the booking hierarchy: In-home > Phone Quote > Salvage
- Every objection has a 3-level response ladder
- Stay respectful with permission-based persistence
- Never give up completely - always get some commitment
- If you can't book, salvage with Sales Opportunity + callback
Practice Focus:
- Memorize Level 1 responses for top 5 objections
- Practice permission-based language naturally
- Work on staying warm under pressure
- Get comfortable with the 8-step call loop
Next Steps:
- Role-play objection scenarios with team
- Review your call recordings for opportunities
- Move to Module 4: Outbound Campaigns
Last Updated: November 6, 2025 | Version 3.0