Action-Oriented HVAC Contractors Are Selling

"Leave your competition in the dark"
The most costly mistake in the industry is sending your customers to your competition   

A customer calls you complaining about a power outage.  You answer the call by sending a tech to the site to fix the problem.  After providing impeccable service and restoring this cornerstone of modern convenience to your customer, you probably expect them to stay a customer.  Unfortunately, they’re not going to necessarily remember your name the next time a transformer blows.

This is where you learn about the mistake that is sending that same customer down the street to your competitors. 

Where’s the follow up?  Perhaps you call the next day to make sure things are still working, or you send a maintenance agreement request, but for the most part you leave them alone. That may have worked before, but not anymore.  You (and your competition) are making the mistake of thinking that they are “once a customer, always a customer”.  Unfortunately, they’re not.

Experts agree that it costs - on average- $325 to gain a customer. (If you only service him once, you probably lost money!) The trick is to keep them as "your" customers, continually building profits and referrals over years.  

Customers, buying habits, competition, and loyalty have all changed. Customers today go from one contractor to another without warning, but not without cause.  

You may say it's because of "No customer loyalty" but what you should be saying is, "Are we loyal to them?" Unless we earn their loyalty, why should they be loyal? There's a big difference between "customers" and names on a list.

Why Your Customers Leave.

• 55% Say "Company indifference" or "No contact". Over half leave you because you showed no interest in them staying!
• 16% Accepted a competitive offer. You weren't there, but your competition was!
• 12% Are disappointed with the company. Most electricians think this is the #1 reason.
• 9% Became unserviceable. They moved, passed away, changed needs. Can't help this one.
• 4% Felt pricing was unfair. They weren't given enough "value" reasons to stay.

As you can see, the two biggest groups on the list left for the same reason: You didn't pay attention to them but the competition did. That means that 71% of lost customers were pleased with your company, but left because there was no relationship to lose! They just thought "why not" and started buying from your competition.

Why They Stay… and What They Pay.

Here's what a major study by Imperial Financial revealed about why customers buy from you:

• 37% said the relationship was most important.
• 22% said they owned another product of yours.
• 14% were referred by a friend or family member.

Add those up and 73% of your business has a relationship tie-in. Yet nearly 90% of your marketing money is chasing "new customers" with whom you have no relationship! No wonder we lose them.

Another study shows how your relationship with customers promotes higher tickets and referrals:

• Loyal customers spend 33% more than non-loyal.
• Loyal customers refer 107% more than non-loyal.
• Most referrals happen within 60 days of contact.

A Simple Solution For a Costly Problem.

Now, how can we use this information to keep your customers buying and referring? How can it be done simply, efficiently and with minimal expense?

The solution is all found in the enclosed HomeSense newsletter or newscard. It informs, entertains and - best of all - contains psychological "sales triggers" like no other newsletter available.

Each HomeSense is customized for you. It has your logos, signature, ads and special offers. (Even your photo if you wish!) When used regularly, it becomes a customer-retention machine.

HomeSense builds sales, referrals and real relationships. Isn't this why you're in business?