Some HVAC contractors live by the premise that they can expect two slow seasons in the business – fall and spring. We say that’s baloney. Seasonal lulls are for companies with weak marketing strategies.
HVAC contractors who are struggling through the shoulder months – the off-season stretches in fall and spring – aren’t utilizing the EverRest approach. It’s not a time to kick back and wait for calls. It’s a time to dig deep and pound the pavement for business.
Make sure technicians and salespeople are in homes year-round and that they’re converting tune-ups and repairs into replacement leads and sales. Every season is an opportunity to earn more business.
One of EverRest’s proven strategies, the 3-Legged Stool Principle, prepares technicians to generate leads that can ultimately maximize sales. To ready a technician for success, consider each leg of the stool:
- Understanding —Technicians should understand that generating replacement leads is as critical as their ability to perform repairs. Doing so, they must be willing and able to speak honestly and openly with homeowners about the problems with their units.
- Tools—Technicians need tools and training for success. That means they need to know how the EverRest approach works and be able to implement it on every call. They must be prepared to generate replacement leads and follow through on sales if needed.
- Motivation —Technicians must be motivated and provided with incentives throughout the sales process. The best bets are cash bonuses (3% of the sales price for converted and closed leads) and verbal praise. For technicians who don’t quite get it, talk them through the EverRest method or schedule additional training.
Overall, the key to maximizing business is to keep technicians in a minimum of 4 to 5 homes per day year-round. The process begins with customer care calls with irresistible pre- and post-season tune-up deals.
On every service and repair call, technicians should use the EverRest Lead Generation process — checking the compressor, coils, heat exchangers, motor and air ducts for irregularities and using a smoke pencil and megohmmeter as needed.
If technicians detect a problem, they should call a supervisor to confirm the problems and explain the advantages of a new system versus repairs. Using mandatory or secondary lead conditions, supervisors/salespeople provide the homeowner with valuable information regarding long-term repair expenses and the benefits of new equipment.
Remember, your business is only as strong as your best technician. Keep your technicians happy year-round and make sure they’re ready to weather the seasonal slumps.