• Contractingbusiness 3246 Different
    Contractingbusiness 3246 Different
    Contractingbusiness 3246 Different
    Contractingbusiness 3246 Different
    Contractingbusiness 3246 Different

    37 Ways to Differentiate Your Air Conditioning Company

    June 26, 2015
    How can you stand out? What makes you different in the eyes of your customers and prospects from every other contractor in your market?

    How can you stand out?  What makes you different in the eyes of your customers and prospects from every other contractor in your market?

    There are many ways to differentiate your company.  Some are meaningful to some or all customers.  Others are merely ways to attract attention and generate recall.  Almost any means of differentiation is better than none at all.

    If you choose a point of differentiation, it is important to communicate it well.  Let people know.  Don’t wink in the dark (i.e., you know what you’re doing, but no one else does).  If the public begins to associate a certain point of differentiation with your company, no one else can claim it.  It’s yours.

    1. You are the area’s largest air conditioning company
    2. You are the specialist for a given suburb or part of town
    3. You have a certain (large) number of trucks
    4. You respond within a certain time frame
    5. You have won one or more awards
    6. You are the company with a certain heritage
    7. You are the company with a certain mascot
    8. You are the friendliest company
    9. You provide the best guarantees
    10. You are recognized as the best air conditioning company by an area newspaper or magazine readership survey
    11. You are the area’s oldest air conditioning company
    12. You specialize in manufactured housing air conditioning
    13. You specialize in marine air conditioning
    14. You are the energy efficiency expert
    15. You are the old fashioned values company
    16. You are the optimistic company
    17. You are the home automation expert
    18. You work harder
    19. You are the fastest company
    20. You are the company that takes the time to do the job right
    21. You have the best trained technicians
    22. You are the low price company
    23. You are a tropical company
    24. You are associated with a particular color
    25. You are the company that offers the most personal service
    26. You are the company women trust and want to call
    27. You specialize in restaurant air conditioning and refrigeration work
    28. You are the IAQ expert
    29. You are the solar expert
    30. You are the company that’s excited about air conditioning
    31. You specialize in apartments
    32. You are the giving company (i.e., you make donations for every sale)
    33. You are the company that treats everyone like family
    34. You are the environmentally responsible company
    35. You specialize in production residential new construction
    36. You have the cleanest technicians
    37. You specialize in computer rooms

    Are some of these redundant?  Yes.  Are there other ways to differentiate?  Absolutely.  How you differentiate should reflect your company, its personality, your capabilities, your market, and your customers.  Pick something.  Hopefully, you can pick something meaningful.  If not, still pick something.  And communicate it consistently and constantly.

    For more information on branding, marketing, and standing out from the crowd, join the Service Roundtable – HVAC’s largest and most affordable business alliance.  Learn more at www.ServiceRoundtable.com (check out the FREE STUFF) or call toll free 877.262.3341 and ask for a tour.