Anyone involved in business understands that relationships are the key to success. The HVAC industry is no different. Successful HVAC businesses are diligent in furthering long-term trusted relationships with customers, employees and their local community. This is an ideal for all aspects of the industry. Personalized relationships not only increase business and profits, they help create a good customer experience. And increasing customers’ lifetime value is what it’s all about.
This episode of RepTalk flips the script. The episode first aired on Hook Agency’s Hook Better Leads podcast and features KGG’s Training Director Rob Ambrosetti in conversation with Hook Agency’s Founder and CEO Tim Brown. Ambrosetti provides years of insightful experience in the HVAC industry as the interviewee. He explains what he notices companies doing right throughout the sales process and training tips.
The Value of Business Relationships
One of the biggest takeaways from this episode is how important it is to set the tone of the customer-contractor relationship early on. As Ambrosetti says, it all starts with the first phone call. Every employee should be on the same page, have the same company values and offer the same level of customer service. Regardless of what the initial inquiry is about, choose to take interest in the customers’ concerns, listen intently and offer thoughtful recommendations. After all, the client’s experience begins the moment of first contact.
This is also why tone is such a crucial aspect of sales. Or rather, shifting away from the expected sales tone. Ask the right questions to truly get an understanding of the problems a customer is facing. Through listening intently, you’ll even be able to point out issues homeowners might not have noticed themselves or fully understand. In that moment, it shifts from viewing HVAC and IAQ offerings as services people don’t need to products and services that actually help people. Shifting this mindset shifts the sales tone.
Increasing Customer Lifetime Value
Customer lifetime value is the amount of money a customer is expected to spend at your company during their lifetime. At least, that’s the marketing or business definition. The key part here is to earn the customer’s trust and appreciation so they turn into lifetime clients. Another way to think of customer lifetime value is a way to measure the customer experience. Thus, it’s crucial to be aware of how your company and company employees are received, what clients enjoy about your services and people and the type of customer that keeps coming back.
Ambrosetti explains that for HVAC businesses this should look like prioritizing being the best expert(s) possible, taking the opportunity to educate the homeowner or client and offering enhancements that can better their home quality. All of which, in turn, helps increase customer lifetime value. Ambrosetti also explains that the HVAC companies he sees succeeding in this focus on two things: training and clear communication. When these two factors are solid, the selling almost happens on its own.
Make sure to listen in to this episode of RepTalk to learn more about furthering relationships in the industry and increasing customer lifetime value as an HVAC business! Ambrosetti and Brown speak in-depth about the importance of pre-calls, enhancements and following up authentically.