There are many challenges HVAC contractors must face and overcome on a daily basis to grow and expand your business. You could be faced with several different companies that are all vying for the attention of the same customers. That’s true for both new or potential customers and existing customers. There are a few common HVAC business mistakes that are key to overcome to make sure your business is successful.
What HVAC sales tactics do you use to connect with new customers? How many business challenges are you faced with each week, and how do you overcome them? If you’re not sure how to move forward and keep your business growing, you’re not alone! Read on to identify the top mistakes your business might be making.
Five Common HVAC Business Mistakes
Contractors know that every part of the sales process is crucial to create long-term customers and ensure customer satisfaction. Making the sale or upgrading a unit is essential, but those maintenance visits and repairs can nurture long-term client relationships. Wherever your HVAC business is struggling most, know these are opportunities to identify and fix.
Mistake #1: Not Discussing Financing With Clients
HVAC services, upgrades and installs usually come with a high price tag. Take a moment to look at your sales and pricing strategy from the customer’s perspective. If necessary, rework your pricing, so everything is laid out and digestible for your clients. Then, take the time to research potential financing options for your customer. Break down the payment structure required to get their HVAC system where it needs to be to perform optimally.
Make sure there is no question or confusion about exactly what your client is paying for. Provide clients with different financing options. By working options out ahead of time, you can easily have options on hand to offer any homeowner.
If your company offers its own financing, make sure this is clearly marketed! Budget and cost affect your ability to sell. Financing is certainly a beneficial offering to highlight.
Mistake #2: Missed Marketing Opportunities
How are you currently marketing your business and advertising your HVAC services? Are you solely relying on print, radio, or television commercials? While this is an excellent way to advertise to the older generations, your company must go digital as well.
Google your business name, search services in your area, and look for your company. If it’s not on the first page, you’re missing out on a majority of web traffic, as 71% of search traffic won’t scroll beyond the first page. Additionally, you need to start creating digital advertisements that show up for your specific local region, so customers know your business is there when they need it most.
Mistake #3: An Outdated or Nonexistent Website
Your website is the first impression most consumers will have of your business, so how is it representing you? Does it show how professional and proficient your team is, or does it look like it hasn’t been touched since you launched it years ago?
Take the time to navigate your site, make sure clicked items take a user where it should. Also, make sure to look at your images, content and promotions to make sure they’re all still relevant. A regularly updated website will have a more significant effect long-term, while an outdated site could turn people away for good. If you don’t have a website for your business at all, we suggest not wasting any more time. The website should be top priority. It’s an easy way to give customers peace of mind and help them get to know your business and build trust before contractors arrive at their home.
Mistake #4: No Social Media Presence
The other crucial aspect of digital marketing is a social media presence. While this may seem unnecessary in the HVAC industry, it’s a great way to create buzz about your business and show clients that your company is active and well versed in the field. Regardless of the industry or business, more and more people are relying on online reviews and a social media presence when it comes to choosing a business or service. There is a level of digital expectation associated with truly good companies from the consumer POV.
Creating an epic HVAC social media strategy is easy when you take the time to work through the basics and find a topic that is relevant to your clients’ needs. Do they want to see transformations? Perhaps uploading before and after shots of clean vents or upgraded filters mixed in with current promotions and offerings is the ideal strategy. Consider checking out the competition, noting hashtags to use and the engagement they receive and then create a strategy that works for you.
Mistake #5: Not Offering Additional Products and Services
Almost every HVAC business offers maintenance, repair and replacement. But what else do you provide? Now is the time to consider training in indoor air quality to expand your offerings. Then, your business can provide an additional service that not only reduces the frequency of maintenance work and extends their HVAC unit’s life, but prioritizes health and safety.
Customers aren’t always open to an upsell, but when you suggest a product or service that can help their specific concerns and provide cleaner air, they may be more likely to commit. There is a growing demand for indoor air quality that all HVAC companies should take advantage of. Additionally, creating packages or advertising additional items on your website, digital ads or social media can help get the message out there, so they know more about it beforehand.
Where to Start
When your business is struggling, it can be hard to take a step back and evaluate what is and isn’t working, but it’s necessary to get a baseline in order to make a plan of what to do instead and to set goals for the company to improve.
Start with the website and make sure it’s updated and current with what your company offers. Then expand to digital advertisements, a digital presence, and pick a social media platform that appeals to you and your target audience the most. Finally, create various financing options and work through the details and math ahead of time to make it easier for your technicians and customers to understand all the different pieces included in the process. Learning how to overcome HVAC business mistakes takes time and planning. The first step is acknowledging that a change is needed.