It’s the hardest part of getting a service plan program in place. So how do you sell your HVAC customers on it? Most are leery about being nickeled-and-dimed to death. And some fear that warranties and service plans are just a rip-off.

This is why it’s so important to position the benefits in a clear, compelling way. Customers need to know why regular maintenance and checkups are important. Here are some guidelines for selling a maintenance contract to new and current customers:

• Frame the maintenance contract as savings.
  Customers understand why maintenance contracts are good for your business, but they need to see why they’re good for them. Will they really get any value? Show them how they do. For instance, explain how regular service can catch a potential problem with their unit before it arises. That can save them big bucks. (It’s like getting a cavity filled to avoid a future root canal.) And don’t forget to share any savings on parts. Many HVAC businesses offer a percentage off all replacement parts. (Even 10% can help.) Every receipt should show the discounted cost for maintenance contract members vs. the regular cost.
• Itemize the benefits.
  Your customers like to know exactly what they’re getting. Itemize the details. Your annual maintenance contract could include: 1) 15% off parts; 2) Biannual service visits; 3) Complimentary new air filters; 4) Cleaning the evaporator coil … and so on. Easy-to-understand checklists make the value more clear and your sale a lot easier.
• Don’t underestimate the value of professionalism.
  We sat down with some of our Pros and asked them how they sell maintenance contracts. Many business owners explained that the key is professionalism. It came up again and again. Even if you have a higher bid, you can win the job with clear communication. Itemize all costs in your bid, including the maintenance contract fees. Be clear about the service schedule, and always follow through. Let customers see that you’re an expert and you have their best interest at heart.

For some industries, a monthly payment makes sense. This is especially true when your service visits are monthly. But for HVAC, a monthly maintenance contract isn’t a good fit. You’re not providing a regular monthly service, so customers may be tempted to cancel after a few months.

Here are a few tips for successfully pricing and billing a recurring maintenance contract or warranty plan:

• Think through pricing. Your maintenance contract should always offer a discount. You’re losing a little revenue in the short term but guaranteeing multiple visits, which brings in more reliable income in the long run. Your pricing could be as simple as 10–15% off the regular price. You could also offer steeper discounts at higher service levels. (For example, 10% off a two-visit annual plan, and 15% off a four-visit annual plan.) If that doesn’t help you win people over, consider throwing in a free service or product to sweeten the deal.
• Bill annually. An annual payment is often due on the day of the first service visit. That’s the easiest way to bill your customers. You know you’re paid in full from the start, and customers immediately receive a benefit. Everybody’s happy. When you bill customers the next year, try to schedule their first annual visit as soon as possible to remind them of their benefits. Make it as close to the actual payment day as you can.
• Make payment easy. Offer online payments. Customers who don’t have to remember to send a check are more likely to stay current. (And many homeowners won’t even have a checkbook.) Set up automatic payments for your customers and send them receipts.

An HVAC maintenance contract template is a ready-to-use document that outlines recurring service agreements, helping you offer consistent maintenance plans to residential or commercial clients.

It usually covers service frequency, included tasks (like inspections, filter changes, or tune-ups), pricing, terms, renewal info, and any exclusions or cancellation policies.

Maintenance contracts can create steady revenue and long-term customer relationships. Be clear about what’s included, when services will occur, and how the agreement renews or ends.