How Eco Turned an Unpromoted Pricing Calculator Into 846 Inquiries, With About 30% Becoming Sold Jobs

Eco’s Endless Customers Journey

Aaron Gaynor started Eco Plumbers, Electricians and HVAC Technicians in 2007, after a bankruptcy in an earlier construction business. Nearly 20 years later, Eco serves homeowners across Columbus, Dayton, Cincinnati, and Chillicothe, Ohio, and is projected to finish this year at about $113 million in revenue.

Eco had already built its growth on culture, reviews, and doing great work. But like most of the industry, its team had spent years learning how to handle price questions rather than simply answering them.

As Aaron, Eco’s CEO, put it:

“All you ever spent was all this time trying to teach your team how to fight it. And then it’s kind of like, well, we don’t want to fight it anymore. We’re just going to tell them.”

After reading Endless Customers and bringing Marcus Sheridan on site to work directly with his team, Aaron decided to go all in on the Endless Customers System™ with coaching from IMPACT.

Getting the sales team on board

Building a pricing tool wasn’t the hardest part. Convincing a sales team that had always controlled when customers heard the price was.

Aaron didn’t force agreement. He put the plan in front of his team, let them raise their concerns honestly, and addressed what he could. Then, as CEO, he made the call to move forward.

He described the new expectation for his salespeople:

“What I want you to do is be a trust seller so they get the price. They believe in the price that we gave them.”

How they implemented

With coaching from IMPACT, Eco:

• Started with pricing in FAQs, at a time when few competitors in their markets were saying anything about cost online.

• Built pricing calculators for big-ticket replacements, including full HVAC systems, water heaters, tankless units, and generators, working with an existing website partner.

• Kept the questions simple, focusing on things homeowners can answer on the spot, like square footage and where their furnace is located, to avoid drop-off.

• Stayed honest about what can’t be priced online, using FAQs to explain price ranges and variables for complex jobs like sewer line replacements.

• Moved calculator inquiries to inside sales after discovering they were getting lost in the general call center queue.

• Connected the calculator to the in-home visit, asking comfort advisors to bring up the estimate and verify it with the homeowner.

Results

Eco launched its calculators quietly toward the end of February, with a single link in the site navigation and no promotion. Aaron described the response:

• Completed inquiries: 846 people went through the entire calculator and submitted the form, with zero marketing behind it.

• Sold jobs: about 30% of those inquiries became sold jobs once they were routed to a dedicated inside sales team.

• Better sales conversations: comfort advisors report that homeowners arrive more educated and the in-home conversation moves more easily.

• A new role for salespeople: instead of defending a number, the team now verifies details and builds trust.

Aaron shared the early feedback from his team:

“The initial feedback from our sales force is it is easier and it is moving along and the conversation is there and people are a little more educated.”

Why coaching mattered

The calculator didn’t work perfectly out of the gate. Early inquiries were going to the call center, which was simply sending a message asking whether people wanted to book.

Aaron was candid about the miss:

“It just kind of went into the abyss of the call center.”

Through the Endless Customers process, Eco started a regular revenue meeting to review what was working. That’s where the team caught the problem, moved inquiries to inside sales, and began asking comfort advisors to bring the calculator into every appointment.

Aaron also credits being part of a community of companies doing the same work:

“We’re trying all the things that you guys are recommending, and then we’re trying to build on that.”

What’s next

Eco is still learning what its calculators can do, and its plan forward includes:

• Moving pricing to a more visible spot as part of its website rebuild

• Tracking how calculator inquiries move through the full sales process

• Nurturing homeowners who aren’t ready to buy yet

• Building more content for assignment selling, including video

• Eventually investing in a fully custom tool built into its own workflow

Aaron’s advice for other businesses:

“You got to get it on there, start somewhere.”

Want results like this in your business?

If your team still spends more time handling price questions than answering them, Eco’s story shows what can happen when you tell buyers what they want to know and build your sales process around that trust.

Curious where your business stands today? Take the free Instant Diagnostic to see how buyers and AI see you, or schedule time to talk with our team about what the Endless Customers Coaching Program could look like for you.