Should I give prices over the phone?

Give a range, not a firm number. 'Our tune-ups typically run between $89 and $149, depending on your system type and what we find.' A range is honest, gives room for value discussion, and prevents the caller from using your exact price to shop the next company.

What if the caller insists on a firm price?

Acknowledge their need and redirect: 'I totally understand wanting to know what you're getting into. The reason I can't give you an exact number is that the cost depends on your specific system and what our tech finds. What I can tell you is that our diagnostic fee is $XX, which goes toward any repair — so you'll know exactly what you need and what it costs before we do any work.'

How many price shoppers actually book?

Industry average is 15–20%. Shops with trained dispatchers using value-first scripts convert 35–45% of price shoppers. The difference is entirely in the script — same callers, different outcome.

Should I match competitor pricing?

No. Matching prices is a race to the bottom. Instead, articulate your value: experience, warranties, speed, reviews, certifications. Callers who only want the cheapest price are your worst customers — low margin, high complaint rate, and no loyalty.

HVAC Price Shopper Phone Script

"How much do you charge for a tune-up?" Every HVAC shop hears this 10+ times a week. Most dispatchers give the price, lose the caller, and move on. Top shops convert 35–45% of price shoppers into booked jobs. The difference? This script.

Why Price Shoppers Call (And Why They're Not Bad Leads)

Price shoppers aren't cheap – they're uninformed. They don't know how to evaluate HVAC companies, so they default to the one metric anyone understands: cost. Your job isn't to avoid the price question — it's to add context around the price that makes your value obvious.

Think about it from the caller's perspective. They've never hired an HVAC company before, or their usual guy retired. They Google "AC tune-up near me," see 5 companies, and start calling. They ask about price because they literally don't know what else to ask. The company that educates them wins the job.

The worst thing you can do is give a flat price and wait for their response. "$89." Silence. "OK, thanks." Click. That caller just called 4 more companies and booked with whoever seemed most professional — which was probably the one who actually talked to them about their system.

Copy/Paste Price Shopper Phone Script

HVAC Price Shopper Script — Tune-Up Inquiry

Caller asks about pricing for tune-ups, diagnostics, or repairs

[Caller: "How much do you charge for an AC tune-up?"]

"Great question — and I want to make sure I give you the most accurate answer. Our tune-ups range from [$X to $Y] depending on your system type and what we find during the inspection.

But here's what makes our tune-up different from a lot of companies: we don't just check a few boxes and leave. Our techs do a full [XX]-point inspection — we test your system's efficiency, check refrigerant levels, clean the coils, inspect the electrical connections, and walk you through everything we find. With photos.

If we catch something early — and we usually do — you're saving yourself a breakdown in the middle of [summer/winter] and a $500+ emergency repair.

We've been doing this for [X years], we're rated [X stars] on Google, and all our work comes with a [warranty details].

I actually have availability [today/tomorrow/this week]. Would you like me to get you on the schedule?"

[If they hesitate:]

"No pressure at all. I can send you our details along with some reviews from other homeowners. Can I get your email? And if you have any other questions, feel free to call me back — I'm [Your Name]."

[This keeps the door open and captures their email for follow-up]

Price Shopper Script — Repair Inquiry

Caller asks how much a specific repair costs

[Caller: "How much does it cost to fix a [specific issue]?"]

"That's a smart question. I wish I could give you an exact number, but [specific issue] can have a few different causes, and the cost depends on which one it is.

Here's what I can tell you: our diagnostic fee is [$XX]. Our tech will come out, identify exactly what's wrong, and give you a firm quote before doing any work. That diagnostic fee applies toward the repair — so you're not paying twice.

Most [specific issue] repairs run between [$range], but I don't want to guess and risk giving you the wrong number. The diagnostic gives you the real answer.

I have a spot open [today/tomorrow]. Can I get your name and address?"

[This is honest, professional, and avoids the trap of quoting blind]

The Value-First Framework

Every price shopper conversation follows the same structure. Memorize this framework and you'll never fumble a pricing question again:

Acknowledge the question. Don't dodge it. "Great question" or "That's a smart thing to ask" shows respect.
Give a range, not a number. "$89 to $149" is honest and gives you room. A single number gets shopped.
Explain what they get. 30-point inspection, photos, efficiency test. Paint the picture of a thorough, professional visit.
Differentiate from competitors. Years in business, Google rating, warranty, same-day availability. Pick 2–3 that matter most to your market.
Close with availability. "I have a spot open today" creates urgency and makes booking easy.
If they hesitate, capture the email. A follow-up email with reviews converts 10–15% of shoppers who don't book on the first call.

Price Shopper Response Checklist

Price Shopper Call Checklist

Acknowledged the pricing question (don't dodge)
Gave a price RANGE (not a single number)
Explained what's included (inspection points, photos, etc.)
Mentioned 2-3 differentiators (warranty, reviews, speed)
Offered same-day or next-day availability
If no book: captured email for follow-up
Remained friendly and non-pushy throughout

Frequently Asked Questions

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