The problem
The margin gets given away at the table.
An advisor knocks $800 off to close, the next one knocks off $1,200, and nobody's tracking it. Meanwhile the shop down the street is advertising 0% for 60 months.
Pricing shouldn't be improvised on every call. You need options that make sense on paper, a clear rule for discounts, and a financing offer you actually picked on purpose.
Example proposal layout
Three options. One clear pick.
The middle option should be the one you'd put in your own house. Each tier gives the homeowner a real reason to step up.
Good
Reliable
- Single-stage system, sized right
- Manufacturer warranty
- New thermostat
Better · most pick this
Comfort
- Two-stage or variable speed
- Better humidity control for Florida
- Extended labor warranty
- Monthly payment option
Best
Top of the line
- Variable speed, highest efficiency
- Air quality upgrades
- Longest labor coverage
- Maintenance plan included
What you get
- Proposal templatesGood-better-best layouts that are easy to read and easy to say yes to.
- A discount policyWhen your team can move on price, how far, and what they get in return.
- Financing strategyWhich programs to lead with, how to present a monthly payment, and what the dealer fees really cost you.
- Seasonal offersOff-season promos that keep installers busy without training customers to wait for a sale.
Who it's for
- Shops competing on priceIf you're losing jobs to the cheaper quote, the fix usually starts with how you present yours.
- Owners watching margins slipIf revenue's up but the money isn't, look at the table first.
- Teams heading into the off-seasonSlow months are when the financing and promo decisions matter most.
Sound like your shop?
Send me what a typical proposal of yours looks like. I'll tell you what I'd change.