Promotional exposure, leads, cycling revenue, and expansive growth are all important to the success of any given business. Industries like HVAC have seen plenty of this in 2020 despite the unreliable and ambiguous economic conditions of the U.S. In fact, The HVAC Services Market was valued at USD 7.17 billion in 2019 and is expected to double reaching USD 14.77 billion by 2025 (PRNewsWire). This means demand will rise, ultimately leading to a more competitive industry. Many companies across the nation are already utilizing the many digitized tools available to them to expand their advertising platform, which is setting them apart from their competitors.
It is key to obtain not only the attention of customers but higher rates of engagement as well. But what some HVAC companies are doing unsuccessfully is retaining customer relations after they have provided their service because they fail to follow up with them. The follow-up adds value to the service and gives your company an opportunity to build a relationship that could lead to additional sales from the same consumer and referrals to more potential clients.
Jose A. Sanchez, who is the CEO & Founder of Digital Marketing Company Double X Digital alongside co-owner Brandon Spears, is a huge proponent of this idea. Sanchez and his team have been assisting HVAC companies steer through the complex multilevel world that is digital marketing both during the pandemic and moving forward. His company offers a large selection of packages that provide their personal multi-platform marketing system to help promote and grow HVAC businesses. But beyond the variety of CRM tools and advanced digitized marketing tactics Sanchez and his team provide, the company also emphasizes the importance of quality service beyond simply capturing desired customer attention. The company looks to help HVAC businesses develop plans and input a business infrastructure that will generate the most productive outcomes beyond advertisement.
Check in With Your Customers
According to IRC Sales Solutions, only 2% of sales are made during the first point of contact. This means businesses stand to lose potentially 98% of their sales leads if they do not follow up. What this essentially means is that the amount of contact you have with prospects will determine how quickly they will purchase your service. As for customers, it will determine what your referrals look like and if they choose to come back to you. Constant contact also allows you to better understand your customers’ desires and then come up with ways to help them achieve them. Sanchez has pointed this out to contractors and looks to help them find a system that works for their business and its customers.
Create Urgency through Deals
Sanchez tells us that well executed and promoted service will keep your HVAC Company busy. But sometimes customers aren’t sold initially despite the steps you have already taken to get ahead of your competitors. This is when creating urgency for your service is essential; it’s what separates average companies from companies who will see the growth they’ve been chasing.
So what exactly will create this urgency if the customer isn’t completely interested in your service? Sanchez says you need to put something on the table that is worth their time. A product or service you can provide a better pricing than your competitor, or something that would normally be an up sale. Evoke curiosity through this, if they need a service but are debating on whom they should come to make them question why they are even thinking about going to someone else.
Sanchez highlights this idea when looking at the necessary actions to be taken in order to create and maintain customer interest in your company. Increasing your customer’s curiosity for your product isn’t a matter of pure luck. It is about taking initiative to create that curiosity, and ultimately trust in your HVAC Company.
Become more Memorable to Your Customers with Videos
In a century where consumers are exposed to a lot of wordy, bland, and frankly repetitive advertisements, it is essential to jump outside the box in order to set your company apart from others. Sanchez points to personal videos for customers so they can get better insight on who you are and what you do as a company. The reason so many people like watching videos directly correlates to the way it allows people to process information. People who watch a video retain 95% of a message compared to 10% when they read it in text according to Animoto. You don’t just want customers to notice your company, you want them to believe your company is better. Company videos with personalized touches as Sanchez tells us will help elevate your HVAC Company to the next level.
Applying These Techniques
Promotion is the foundation for all business advancements, but it is only the first layer. HVAC companies have been doing very well in the past year, and have only been moving forward thanks to companies like Double X Digital. However, CEO Jose A Sanchez looks beyond the surface of promotion and pushes HVAC companies to invest in follow up services for the customers they worked so hard to get. Checking in with your clientele, creating urgency through deals, and making your company more memorable through videos are follow up techniques that every HVAC company should be using to get ahead of the game in 2021.