This study examines the competitive strategies of small HVAC (Heating, Ventilation, and Air Conditioning) companies in the face of increasing pricing pressure, a growing number of contractors, and increasingly complex customer expectations. Small service companies increasingly compete on more than just installation and maintenance costs: customers also evaluate response speed, the quality of the initial consultation, the clarity of the estimate, the follow–up process after the job is completed, and the contractor’s willingness to maintain contact after the initial transaction. The purpose of this article is to develop an analytical model for selecting a competitive strategy for small HVAC companies. This research utilizes a comparative analysis of scientific literature, logical–structural modeling, and a synthesis of approaches to service differentiation, cost management, and digital processing of customer feedback. Ten Russian– and English–language publications published between 2023 and 2026 serve as the source material. The analytical section explores strategic alternatives for small service companies, substantiates the link between value–based pricing and service specialization, and proposes a sequence for implementing an AI tool to identify vulnerabilities in the customer journey. The practical focus of the work is related to setting up sales, service procedures and management control.