The Price-Shopper Conversion System
Client identity withheld.
Results
$55K
Booked and signed revenue in 90 days, at the shop's own prices
3 of 27
Stalled system quotes signed, worth $32K
38% → 55%
Booking rate on calls that started with a price question
57% → 65%
Overall booking rate on answered sales calls
19% → 33%
Online leads that booked a visit
18%
Lost callers rebooked the same day
Company Profile
Company
Residential HVAC shop. ~$1.35M revenue, 5 service techs, 1 installer, the owner selling replacements, and 2 CSRs. ~2,200 past customers.
Stack
Field-service management software, VoIP phone system with call recording, a quoting tool, financing partner portal, Angi and a website form.
Operating Need
Win more price-sensitive homeowners without discounting, on the phone and on system quotes.
The Challenge
Orlando homeowners shopped around. Many asked "how much?" in the first minute of a call, and when the CSR couldn't explain the service fee clearly, they hung up and called the next company. On replacements, homeowners collected several quotes, and the shop's quote often went quiet after one follow-up, even when it was the better system. The owner suspected the shop was losing on explanation, not on price, but couldn't prove it.
The Audit
We scored a month of recorded calls, reviewed 12 months of quotes and measured online lead response.
Patterns Found
- Calls that opened with a price question booked only 38% of the time
- 43% of all answered sales calls ended without a booking
- 27 unsigned system quotes from the past 12 months, totaling $286K
- Most quotes got one follow-up and never addressed competing quotes
- Online leads waited a median of 2 hours 30 minutes for a first reply
- Callers who hung up were never contacted again
The shop wasn't losing on price. It was losing because nobody explained the price, on the phone or after the quote.
The Architecture
Three systems working as six parts, built around the price conversation.
Quote Closer
Three follow-ups from the owner's name within 14 days. The second explains what's included, warranty, financing, and why the price may differ from another quote, using only approved facts.
Owner Handoff
Any reply about discounts or matching a competitor goes straight to the owner with the full quote history.
Call Grader
Scores every recorded call, including how price questions were handled, and gives each CSR weekly coaching clips.
Price-Question Coaching
Builds an approved way to explain the service fee and what it covers, drawn from the shop's best-booked calls.
Lost-Lead Rescuer and Lead Responder
Texts every caller who hung up without booking the same day, and texts every online lead within 60 seconds.
Monday Recovered Revenue Report
One page every Monday with booking rates, quotes signed and dollars booked.
How the System Operates
The system explains, follows up and coaches. The owner makes every pricing decision.
- The system never discounts or promises to match a competitor's price
- Quote answers use only facts the owner has approved
- Coaching reports go to each CSR privately first
How It Flows
- 1A price question comes in by phone, or a quote goes quiet
- 2The CSR uses the approved explanation, or the follow-up answers the comparison
- 3Discount requests go to the owner, and lost callers get a same-day text
- 4Every booking and signed quote is logged on the Monday report
Discount and price-match requests are decided by the owner only.
Implementation
| Stage | Focus | Key Results |
|---|---|---|
| Stage 1 | Call and quote audit | 38% booking rate on price calls found; $286K in unsigned quotes ranked |
| Stage 2 | Setup and approval | Service-fee explanation and quote answers approved by the owner |
| Stage 3 | Launch | Quote Closer and Lead Responder live; all 27 quotes followed up within 14 days |
| Stage 4 | Always-on | Call Grader, coaching and lost-lead rescue live; Monday reports every week |
Ownership
The shop now has an approved way to talk about price, built from its own best calls.
An approved service-fee explanation and quote answer library
Call scores and coaching clips for each CSR
A ranked list of open quotes
Every Monday report
Operational Impact
Price questions no longer end calls. CSRs explain the fee the way the shop's best calls do, and homeowners comparing quotes get clear answers instead of silence. The shop wins more jobs at its own prices, and the owner only steps in when a real pricing decision is needed.