Buzz Marketing

HVAC Newsletters, HVAC Customer Retention programs and HVAC Newsletter strategies... what's the big deal? Isn't it just throwing money to the wind? I mean, you've already gotten their business haven't you? You'll find just the opposite to be true! That's why we've assembled the best hvac newsletter, plumbing newsletters, electrical newsletters and other hot contractor marketing strategies onto one site. Plus you'll find info on Yellow Page ads,  Customer Retention Newsletters,  HVAC Marketing PowerPacks, Instant Marketing Plans, plus dozens of free contractor marketing reports to make your life easier.

"The #1 Costliest Marketing Mistake in the Industry" 
One common mistake is driving your customers right to the competition. 

You've worked hard to get leads. You've spent money, time, and energy getting prospects to call. Your receptionist, salespeople and techs work hard to convert the precious few from "prospects" to "customers".

What happens next is among the most costly errors in the contracting industry.

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.

Yet contractors assume that customers are sort of "captive" and that you'd almost have to offend them to leave you. So perhaps you send a tune-up or maintenance agreement request. But you pretty much leave them alone. That may have worked before, but now it's a killer.

Customers, buying habits, competition, and loyalty have all changed. Customers today leave with alarming regularity and don't tell you, or warn you. Why does this profit stream gush away?

You may say it's because of "No customer loyalty" but the real question 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 contractors 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.