How to run the heat-pump quote conversation

Stage 1: Discovery, before any recommendation

Start with questions, not equipment. The goal is to understand the home and the homeowner well enough that your recommendation feels obvious.

Questions worth asking every time:

1. What heats the home now, and how old is it?
2. Which rooms are uncomfortable in winter or summer?
3. Is there ductwork, and does it reach the rooms that matter?
4. What prompted you to look at heat pumps now?
5. How long do you plan to stay in the home?
6. Have you looked at any programs or rebates already?

Write the answers down where the homeowner can see them. It shows you listened, and it gives you the language for your recommendation.

Common mistake: opening the brochure in the first five minutes. Once the homeowner is looking at model numbers, they stop telling you what they need.

Stage 2: One recommendation, one or two alternatives

Lead with a single recommendation your technician supports for this home, then show one or two alternatives as trade-offs.

A useful structure:

• Recommended: the system that best fits what they told you.
• Alternative A: a lower-cost option, with what they give up.
• Alternative B (optional): a higher-comfort option, with what they gain.

Explain each in plain words. A short comparison of comfort, backup heat, noise, ductwork changes and maintenance helps more than efficiency ratings alone. For cold regions, always explain what happens on the coldest days.

Common mistake: presenting five options because you are unsure. Uncertainty transfers to the homeowner.

Stage 3: Money, explained honestly

This is where most jobs are lost. Three rules help.

Rule 1: Show the total price, including mandatory charges. The Competition Bureau's guidance on drip pricing explains why advertising a price that leaves out mandatory fixed charges is a problem. In a quote, list everything the customer must pay.

Rule 2: Show rebates as possible, not promised. Name the program, show the published amount, link the official page and date it, and say clearly that the program decides eligibility. For example, as of October 2026 Efficiency Manitoba listed $2,000 for a centrally ducted cold-climate air source heat pump in eligible homes. A quote could show it like this:

Rule 3: Be careful with savings claims. The Competition Bureau notes that performance claims must be based on adequate and proper testing, and that claims are judged on their general impression. Explain what affects running costs (electricity and fuel prices, insulation, backup heat use) rather than promising a percentage.

Stage 4: Financing, early and from licensed lenders

If you offer financing, mention it early as one way to pay, not at the end as a rescue. Homeowners who have already decided the total is out of reach often stop listening.

Good practice:

• Introduce financing as an option: "Some customers prefer to spread the cost; [Lender name] offers financing that you can apply for directly."
• Let the lender explain rates, terms and approval. Do not quote rates or suggest approval is likely.
• Keep lender materials separate from your quote so the homeowner can compare.

Where a program pays you directly, as some do, explain that in plain words, and still make clear that approval comes from the program.

Stage 5: Follow-up that respects the homeowner

Before you leave, agree how follow-up will happen: when, and by phone, text or email. Then follow up with something useful.

A follow-up template:

Hi [Customer name], this is [Your name] from [Business name]. You asked about [question from the visit]. Here is the answer: [short answer]. The program page we discussed is here: [link]. If you would like to go ahead or have more questions, reply here or call [phone number].

Under Canada's anti-spam law, commercial emails and texts generally need consent. ISED's CASL guidance explains express and implied consent and says senders should be ready to prove it. Record how and when the homeowner agreed to hear from you.

Common mistake: following up five times with "just checking in." Two useful messages beat five empty ones.

Measuring whether your quote process works

Track a few numbers for each offer:

• quote-to-job close rate
• average days from quote to decision
• share of quotes that include a program
• share of jobs that used financing
• reasons for lost quotes, recorded honestly

If close rates are low but decision times are short, price or fit may be the issue. If decision times are long, confusion usually is.

Adapting the conversation for video quotes

Video quotes can work well for ductless and replacement jobs, provided the homeowner can show the rooms, the electrical panel and the existing equipment. Ask them to walk you through the home in the same order as an in-person visit, and send the written quote within the timeframe you promised. If anything you cannot see would change the recommendation, say so and book a visit before final pricing.

A one-page checklist for your team

1. Ask the six discovery questions and write down the answers.
2. Give one recommendation and at most two alternatives.
3. Show the total price with every required charge.
4. Show program rebates as "up to," linked and dated, with eligibility decided by the program.
5. Avoid savings promises; explain what affects running costs.
6. Introduce financing early and let the lender explain terms.
7. Agree follow-up timing and channel, and record consent.

Our quoting and financing service applies this structure to your offers and templates. For what programs ask of installers, read the installer rules guide, or contact us.