Guerilla Marketing

Part of the problem with being a heating and cooling company is that your customers’ needs are random.  You may fix someone’s furnace in late October and they won’t need to call you again until next summer.  Unfortunately, by then, they may have forgotten who they called last time and end up calling a competitor.  Aside from getting them to sign up for a maintenance program, how do make sure you’re the company they call next time? The answer is HVAC Furnace or Air Conditioner Unit stickers. 

As elementary as it sounds, just putting a sticker with your company name and phone number on the unit itself can work wonders.  When the heat or AC doesn’t work, the customer goes directly to the unit to check it out and voila!, there’s your name at the exact time that they need it. Unless you really messed up the first time, they’ll have no reason not to call you immediately. Plus, if that homeowner moves, your sticker stays, greatly increasing the likelihood of a new customer.  Just make sure that if your stickers are for commercial or outdoor units that they are weather and temperature resistant and UV coated to keep them from peeling or fading.  A unit sticker that no one can read doesn’t do much good.  Check out our high-quality custom HVAC Promotions unit stickers at www.hvacpromotions.com.

As an HVAC Marketing Consultant, I get excited when a client tells me about that big sale that came through a website we built and marketed with our online services. Our team would love to take credit for the “sales”, but we are just one piece of the equation. It’s our job to get the lead to your door (email or phone). From there, it’s how you handle the lead that makes marketing all worth it or a “money-sucking black hole”. Here are a few facts about website leads that will help you get a better conversion rate:

1. Realize that Web Leads Are Hot

Many have compared web leads to leads from a phone directory. Nothing could be further from the truth. HVAC Website leads are the hottest leads out there. With an ad in a phone directory or even a print ad, you are limited on space for your message. However a website allows today’s consumer to go in depth into your company’s history, staff, services and products. A web lead is a more informed prospect and thus, pre-qualified. So when you get the call, the prospect has already determined to a certain level that you are a good fit.

2. Respond ASAP

Answer web leads within seconds or minutes, not hours. Use this formula…the faster you contact the prospect, the higher the closing rate on appointments and sales. The goal is for a lead to not sit in someone’s in-box, be put on hold or go to voicemail. Set your organization up to handle web leads…in “real time” (instantly).

3. Have Experienced Salespeople Answer

Don’t give your best leads to a trainee. They should go directly to an experienced sales professional who can answer questions quickly, honestly, and authoritatively, earning the customer’s confidence and trust. The customer needs to talk to a live person who understands sales and has a portion of their compensation based on scheduling a call or making a sale. You should notice a much higher conversion ratio if these elements are in place.

4. Satisfy the Prospect’s Needs

Why are they calling? The prospect has a need and usually wants a price before agreeing to move forward. If the prospect is calling around, they might find that your price is higher and you could lose the business. So explaining to them the benefits of your service could make the difference. However, if it’s a price they want, you’re going to have to either sell them on an appointment to build the value or give them a starting price and let them know that there may be additional charges. You can back this up with telling them that pricing is always up front before the work begins.

5. Gather Information for Follow-up

Get the customer name and contact information immediately (in case of disconnect or the call drops during a transfer). Then you can be proactive and follow up with them until they are ready to commit to your services. Calling or e-mailing the prospect right back, gives you the opportunity to get more information and start a conversation. The more engaged the conversation you have with a prospect, the higher the propensity of an appointment or sale.

6. Learn from Mistakes

Sharpen your sales staff. The beauty of a web-based lead is the option of Phone Call Tracking or E-mail Tracking. If you can capture dialogue between your company and a prospect, it gives you live examples that will allow you to role play and give positive, constructive feedback to your employees one-on-one. For more on call tracking call us at 855-765-4500.

7. Put a Plan in Place

How many opportunities are dropped because of poor follow-up? Never underestimate the importance of the human element. Web marketing is all about statistics, BUT, you cannot predict sales based on mathematical calculations alone. Companies who invest in the best HVAC websites, Pay-Per-Click, and SEO (Search Engine Optimization) services must be ready when the leads pour in. Otherwise, their brands will take a pounding in social media and through word of mouth.

When a potential costumer realizes their furnace or air conditioner isn’t working, they do one of three things.

1. Go to the internet (or smart phone) and Google “air conditioning repair (your city)”.

2. Go to the fridge where they remember seeing your magnet.

3. Go to the unit itself and look to see who serviced it last time (assuming they did a good job).

If you have the advertising budget to be out there on TV or radio or both, you may get top-of-mind awareness, and customers may Google your name, but let’s face it, that costs a lot of money. If your budget only allows for limited or no TV or radio, it’s time to get in the trenches and use the tools you can afford that work well. Be where they’re looking! If you don’t have unit stickers, order them now so you don’t miss out on reaping the benefits of return customers next season. Put them on both units so the customer knows who to call no matter what season it is. Magnets are an affordable way to be on their refrigerator every day. Being where they’re looking when they need service is huge. Customers will usually take the path of least resistance, so put yourself in that path!  If you need HVAC Promotions unit stickers or HVAC Promotions magnets, order them now at www.hvacpromotions.com.