Interested in buying or selling a business?
I come across a lot of incredible deals and investment opportunities in my work with ShareWillow.
Any time I find one that I think is worth sharing, I send out a broadcast in case my subscribers (you) want to jump on it.
To opt in to receive those emails, just fill out the 2-minute survey below:
Or, if you’re looking to sell your business, tell me about it in the survey below:
I've been noticing something fascinating in my conversations with service business owners lately...
A problem that's hiding in plain sight, and likely costing you thousands in missed opportunities.
I call it the "Fix Everything Trap."
It's when your most skilled technicians – the ones who can resurrect equipment that others would declare dead – are so focused on proving they can fix anything that they miss opportunities to help customers make smarter long-term decisions.
The Pride of the Fix
Many repair technicians have immense pride in being able to fix anything.
Give them the dirtiest, oldest, most broken-down equipment, and they see it as a challenge, even a badge of honor to get it working again.
It's almost a passion. Tech use their decades of experience and every trick in the book to resurrect equipment that should have been replaced years ago.
I used to think the problem in the trades was technicians trying to upsell unnecessarily (like that mechanic who finds six problems when you go in for an oil change). But for many companies, it's actually the opposite!
I was talking to an HVAC company owner in Georgia recently (we’d just set up an incentive plan for them), and he explained the delicate balance:
"We don't want our guys to just fix anything. If it actually is in the customer's best interest to replace it, we need them to recommend that."
Think about it:
A repair job might bring in hundreds of dollars
A replacement job could bring in thousands or even tens of thousands
When a tech "saves" a 15-year-old furnace that's on its last legs, they feel like a hero. But they've actually done a disservice to both the customer and your business.
The customer will likely need to replace it soon anyway and now they've spent money on a repair that could have gone toward a new system. And your company has missed out on a higher-value job.
Finding the Right Balance
The highest-margin HVAC companies know their benchmarks. For some I’ve spoken to lately, they say about 10% of their repair calls should convert to replacement jobs.
That's not a high-pressure sales target, it's based on the reality of equipment lifespans and customer needs.
As Tommy Mello (who runs a $220M home service company) puts it: "We give our customers options. Not every customer wants the lowest price."
Tommy's right. Think about it… why do you and I have the latest iPhone? The old one probably worked fine. Sometimes customers just want the better option if you present it properly.
The Solution: Give Options, Not Pressure
Here's the good news: your technicians don't need to become salespeople. They just need to recognize when a customer should hear about replacement options.
The most effective approach I've seen is:
Techs as diagnosticians, not salespeople: Train your techs to spot when equipment is nearing end-of-life or when repairs aren't cost-effective
The handoff approach: Techs don't sell replacements themselves, they simply say: "I can fix this today for $X, but based on the age and condition, you might want to consider replacement options. I can have an advisor call you or stop by to explain the options."
Clear benchmarks: Know what percentage of your repair calls should realistically convert to replacements (industry averages range from 8-15%)
This approach feels more genuine to customers. They don't feel pressured when the repair tech isn't personally selling them something more expensive. The tech is simply being honest about the situation and offering to connect them with a specialist.
Making the Change: Training + Incentives
How do you get your "fix everything" techs to change this deeply ingrained behavior?
It takes two key elements:
1. Training on When to Pivot
Give techs clear guidelines on when to recommend replacement:
Equipment beyond 75-80% of expected lifespan
Repair costs exceeding 50% of replacement value
History of repeated repairs for the same unit
Obsolete parts or refrigerants
Significant efficiency gains with new equipment
A simple script might sound like:
"I've diagnosed your furnace, which is from 2001. The typical lifespan of a furnace is 25 years, so you're pretty much there. This repair will be about $1,200, while a new one is $7,500. You're going to need that new one in the next 1-2 years anyway, so you can pay $1,200 now to buy an extra year, or put that money toward a new system. Would you like our advisor to show you some options?"
2. Align the Incentives
At ShareWillow, we're helping companies create incentive structures that reward techs for identifying replacement opportunities, not just fixing everything.
The most successful companies are offering:
Bonuses for each qualified lead passed to the sales team
Percentage-based rewards when those leads convert to sales
Recognition and leaderboards for top performers
Remember: when you properly align incentives with the right behaviors, you get more of what you want.
Want to dive deeper? Book a call with our team here.
It's Win-Win-Win
When you solve the "Fix Everything Trap," everybody benefits:
Customers get better long-term solutions instead of pouring money into aging equipment
Technicians earn more through incentives while actually doing less strenuous work
Your business increases average ticket size and total revenue
One company I work with saw their average revenue per call increase by 32% after implementing this approach – with higher customer satisfaction scores!
Your Next Steps
Ready to help your techs make the transition from "fix everything" to "recommend what's best"? Here's where to start:
Audit your current conversion rate: What percentage of your repair calls convert to replacements?
Set a realistic benchmark: What should your target conversion rate be based on your customer base and equipment types?
Train your team: Not on how to sell, but on how to recognize when replacement makes more sense than repair
Create clear incentives: Design a performance pay structure that rewards techs for qualified replacement leads
At ShareWillow, we're helping home service companies design these exact incentive programs, aligning tech behavior with business goals while improving customer outcomes.
Want to see how we can help your team make this shift?