It’s not always about the price — it’s about the feeling behind your purchase. Even when homeowners trust the contractor and want a better system, that initial sticker shock can trigger doubt and stall the sale. So how do you keep customers engaged without racing to the bottom on cost?

On this week’s episode, New York Times bestselling author Weldon Long unpacks the psychology behind HVAC buying decisions. Learn how to use tiered pricing to ease objections, rebuild confidence, and give homeowners the power to choose comfort levels that fit their needs and their budgets.

The post The Psychology Behind Buying HVAC: Part 1 first appeared on My Contractor University | Dashboard.