It all started with constant volume heating systems in the 1960s, then as time went by, more and more variable air volume systems were introduced. Today the HVAC industry is flourishing with energy-efficient efforts such as variable speed compressors, zoning techniques and devices, and electronically commutated motors. These devices not only save customers a ton on their energy bills but are paying off for contractors as well.
Up until a couple of years ago, consumers paid little or no attention to energy-saving HVAC systems, but this way of neglect has changed considerably since then, with people adopting best energy practices to reduce their overall costs and becoming more environmentally friendly. This surge of appeal combined with new technology being introduced constantly has been extremely lucrative for heating and air-conditioning contractors selling HVAC service contracts.
HVAC customers today are simply better informed than ever on the latest efficient and green practices and are looking to implement them in their homes to enjoy both low electrical and fuel costs. With these energy-saving systems slowly gaining momentum, there are a few hurdles to overcome of which cost remains the most significant reason for disappointment.
On a brighter note, there are several incentives for choosing energy-efficient heating and air-conditioning systems to include tax credits and utility and manufacturer rebates. Moreover, customers interested in these types of systems always have the option to finance, which makes them more affordable and easier to bring into their household. There are however two reasons why customers don’t choose to upgrade – either because they don’t qualify for financing and can’t afford it or they haven’t been well informed of the advantages of these energy-efficient HVAC systems.
Finding customers is one thing, as HVAC businesses can use all types of Social Media and other Web-based material to generate thousands of leads. The real trick comes when it is time to convert all those leads to actual customers. This can be a tough process if you don’t have all the proper things in place to help your HVAC company convert these leads into customers. There are several steps you can take to ensure your HVAC company’s success rate in converting leads into customers. Making sure your HVAC company is on point in these areas will ensure that your business converts more and more customers out of all the leads that come in.
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Believe You Have a Great Service
While there are other important things to be considered, believing in your service/product is one of the more valuable ways to convert leads to customers. You have to be confident in what you are selling. This gives the potential customer confidence in what you are selling as well.
Offer Excellent Customer Service
This is something that every customer appreciates. Many companies, especially the bigger ones, can get away with sub-par customer service because of their size. This is wrong. Your HVAC company should offer excellent customer service for selling HVAC service contracts, no matter what the circumstances are. Always be prompt and on time, always show respect to the customer, and always handle yourself with professionalism.
Build Rapport and Trust
We put this directly after “offer excellent customer service” because offering excellent customer service is the very best way to build rapport and trust with current clients/customers. Building rapport and trust is a very important aspect of converting new leads to customers. If you are a company that is built on this, then more and more customers will look for your services.
Testimonials
This can be a very important piece of the converting-leads-to-customers puzzle. Have your previous customers write up testimonials regarding your HVAC services. You can post them on your website, post them on a wall in your store or use them on your brochures and/or flyers. Customer testimonials allow possible future customers to get a glimpse of what the general public thinks about the service/product that you offer.
Customer Follow-Up
Does your HVAC company follow up with past customers? If you don’t, then you should. Most customers appreciate the fact that you follow up with them. The follow-up call or email can be anything from a thank you note, to a “how was our service” survey. This allows the customer to feel like they are a bigger part of the process. It also allows the customer to feel like they are important to your company, which they should be.
Every company uses different techniques when it comes to trying to convert leads into customers. The ones you choose may be based on several circumstances. If your HVAC company uses some of these techniques, then you will be well on your way to expanding your clientele base.
