CHOOSE2 Replacement Sales Playbook
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The CHOOSE2 Replacement Sales Playbook is the standard for the people who sit at a kitchen table and ask for the order: a seven-step residential replacement process, from the service call to the install being scheduled. It is written for owners of independent HVAC and plumbing companies across the United States and Canada, and comfort advisors and selling technicians use it.
Most owners who ask about this one are not chasing a new technique. They are trying to work out why two people, selling the same equipment in the same town at the same price, close at completely different rates, and why nobody in the building can tell them what the difference actually is.
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01 / What is inside
What Is in the CHOOSE2 Replacement Sales Playbook
Kerry calls it the best residential replacement process, and it runs from the service call to the install being scheduled. Its line is "We guide the decision. We don't push the sale." Seven steps spell the name, CHOOSE2, and each one covers a stage of the sale that usually goes unmanaged.
C, Connect Before You Arrive
C is Connect Before You Arrive. The visit starts before the doorbell.
H, Hospitality and House Rules
H is Hospitality and House Rules, the trust and the tone of the visit.
O, Open Discovery
O is Open Discovery, and the playbook says plainly that this step drives everything else: what the family actually wants from the system, before anybody talks equipment.
O, Observe and Inspect
O is Observe and Inspect, looking at the whole system rather than the part that failed.
S, Share the Science
S is Share the Science. There are scripts here for the explanations most salespeople fumble: airflow, which the playbook calls the most important, the temperature setpoint, energy cost and ductwork, and a side-by-side view of what a system costs to own and run over twelve years.
E, Explore Solutions and Equipment Choices
E is Explore Solutions and Equipment Choices, laid out as real options.
E, Empower the Decision
E is Empower the Decision: the price presentation, resolving objections, closing, scheduling the install and reinforcing the decision afterwards, so the customer ends the visit able to say it was their decision.
This playbook covers the conversation that turns a replacement proposal into a scheduled install. It does not cover the service call that produced the lead, the phone call that booked it, or your pricing itself.
02 / The problem
You Do Not Know What Is Being Said at the Kitchen Table
You are not in the house. You get a number at the end of the week and a story if the job was lost. Almost always the story is price, because price is the polite thing a customer says when the real answer is that she did not understand the difference and did not want to admit it.
Ride-alongs help, and they scale to about one salesperson and one owner who has nothing else to do that day. The moment you have three people selling, you are running on trust and a close rate.
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A written standard changes what you are managing. Instead of managing an outcome you cannot see, you are managing a process everyone agreed to run. When the close rate drops, there is something specific to look at: which stage is getting skipped, which objection is landing, whose follow up stopped happening.
That is what the key promise of this playbook actually means. You get to know what is being said on a sales call without being on the sales call.
03 / Open quotes
Open Quotes Go Cold, and Nobody Notices
Here is the money most companies leave on the table. It is not in the calls that got a hard no. It is in the ones that got a maybe.
A customer says she needs to talk to her husband. Everyone agrees that is fair. Nobody writes down when the follow up happens, so it happens when your salesperson remembers, which is usually after she has booked somebody else. Then the quote sits in a folder and quietly becomes a number nobody counts.
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That is why the process does not end at the price. Its last step runs through objections, closing, scheduling and reinforcing the decision, so nothing is left as a maybe by accident. A quote is not a lottery ticket. It is an open position with a next action and a date, and companies that treat it that way convert work they were already paying to create. Trade bodies like the Plumbing-Heating-Cooling Contractors Association support contractors on the standards of the work; nobody but you is going to manage what happens to your open quotes.
Kerry WebbWe guide the decision. We don't push the sale.
04 / The approach
This Is Not High-Pressure Selling
It needs saying plainly, because the word "scripts" makes good owners flinch.
This is not high-pressure selling. It is a plan for the conversation. The customer still decides, and the scripts are written so she decides with better information than she walked in with, not less. A salesperson following this playbook explains more, asks more and pushes less than one improvising.
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There is a business reason as well as a decent one. Pressure sells a job and loses a customer, and in a trade where the U.S. Bureau of Labor Statistics tracks steady demand and your reputation travels through a neighborhood faster than your trucks do, a sale that produces a bad review costs more than it brought in.
05 / Who it is for
Who Buys It and Who Sells With It
You buy it. Comfort advisors, sales technicians and any technician who presents replacement options use it. Whoever manages them coaches to the process.
There is one more buyer, and it is usually the person reading this. The owner still running their own sales calls, who knows the calls have to be handed off and cannot quite let go, because the last two people they tried did not sell the way they do. A written standard is how that handover stops being a leap of faith. You are not asking somebody to be you. You are asking them to run your process and show you the results.
06 / Pairs with
Where It Fits With Coaching and the Other Playbooks
The playbook is the standard. Coaching for Results is Kerry working inside your company on the things a standard alone will not fix, including whether your org structure and your pay plan are pulling against your close rate. Plenty of owners run the playbook first and bring him in when it exposes something bigger.
If the technician who finds the problem is also the one who sells the fix, pair this with the CHOICE Service Call Playbook. If the leads never reach a salesperson because the phone is not converting, start with the CSR Master Playbook. If you want to know what your closed jobs are actually earning you, that is the Home-Service Profit and Performance Toolkit, and the U.S. Small Business Administration makes the same argument about small businesses generally. Systems and Tools for Growth is where BGS installs the measurement, and the full product line sits on one page.
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Playbook
CSR Master Playbook
For the person answering your phone.
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Playbook
CHOICE Service Call Playbook
For your technicians, on the call.
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Toolkit
Home-Service Profit and Performance Toolkit
A Growth Roadmap from $1 million to $3 million.
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Operating system
Elite HVAC Service Manager System
The premium training, for the person who runs your service department.
07 / Questions
Frequently Asked Questions: CHOOSE2 Replacement Sales Playbook
Who in my company uses the CHOOSE2 Replacement Sales Playbook?
Whoever asks for the order. In most companies that is a comfort advisor or a selling technician, and in plenty of companies it is still the owner. Whoever manages that person coaches to it. If nobody is managing them today, that is worth knowing before you buy anything.
Is this high-pressure selling?
No. It is a plan for the conversation, and the customer still decides. A salesperson working from this playbook explains more and pushes less than one improvising, because they are not filling silence with pressure. Pressure wins a job and loses a customer, which is a bad trade in a referral business.
What do I get with the CHOOSE2 Replacement Sales Playbook?
A seven-step residential replacement process spelling CHOOSE2, from connecting before you arrive to empowering the decision, with scripts for explaining airflow, setpoint, energy cost and ductwork and a twelve-year cost of ownership view.
What will I pay to get started with BGS Strategies?
The business assessment is free, and Level 1 of the Skool community is free. It contains the 7 Step Method, and the community on Skool is free to join. There is no trial period and no card required.
To get the full set of the 7 Step Tools, serious clients move to Level 2 membership on Skool at $295 a month. If you want to fast-track your growth and success, sign up for the 90-Day Plan at $7,500. To learn more, register for the $100,000 Conversation webinar.
How is this different from the CHOICE Service Call Playbook?
Different jobs, different rooms. The service playbook is for a technician running a service call. This one is for the person presenting options and asking for the order. Companies where the same person does both usually want both, and they are written to sit together rather than overlap.
My salespeople have sold for years. Will this help them?
Usually, and usually because of the process rather than the scripts. Years of experience produces a good call on a good day. What it rarely produces is the same call every time, and consistency is what you are actually buying when you write a standard down.
Ask About the CHOOSE2 Replacement Sales Playbook
Ask about this product and say you are asking about the CHOOSE2 Replacement Sales Playbook. Kerry will come back to you with what it costs, what you receive and whether your close rate is the problem worth fixing first.
- Book the $100K Conversation.
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Take the Business Assessment.
For owners still working out where the problem is.
Call BGS Strategies on 940-441-3231 or email support@bgsstrategies.com. The office is open Monday to Friday, 7 AM to 4 PM Central, and calls before 10 AM usually reach voicemail because Kerry is coaching. BGS Strategies works with home-service companies across the United States and Canada from its home base in Lantana, Texas.