When Technicians Educate Homeowners on HVAC, Business Will Grow
As HVAC professionals, we have a responsibility to inform and educate homeowners about the products and services our industry offers. We owe it to our customers, so they can make informed decisions. It's important to the companies we work for because the service department of any business should be a profit center.
We also have a responsibility to the industry itself. When we fail to fully inform homeowners about products and services, they seek solutions from other sources, such as Amazon, Home Depot, and other big-box or online retailers. That impacts the credibility of the entire HVAC profession and makes profitable operations harder for everyone.
Many HVAC contractors struggle to consistently engage customers on the full range of solutions they can deliver. That can leave customers frustrated and keep labor costs high.
When we fail to fully inform homeowners about products and services, they seek solutions from other sources, such as Amazon, Home Depot, and other big-box or online retailers.
In today’s marketplace, repair and maintenance revenue aren’t enough for most residential HVAC service departments to operate optimally. A range of accessory products can ensure additional revenue to overcome operational costs and keep service departments profitable. There are long-standing challenges to face, but with a little strategic planning, companies can successfully create and implement supplemental sales to drive revenue and growth.
Equip technicians for success
One of the major obstacles for technicians is a lack of knowledge or familiarity with products they’re expected to sell. When they haven’t personally used a product or been fully trained on how it works, they’ll naturally be hesitant about recommending it to a customer.
Sometimes lack of familiarity can lead to skepticism among technicians. They may regard certain products, especially those perceived as high-dollar products, as unnecessary. Because they don’t personally use a product, they may assume no one needs it.
Service department meetings are a great opportunity to prepare technicians for more focused upselling.
Additionally, they may not feel equipped to discuss the benefits of a particular product. If they’ve simply been told to offer a product without proper training on how it works, they may simply avoid it altogether. It’s the manager’s responsibility to prepare them for successful interactions with homeowners. When technicians understand the features, benefits, and functionality of what they’re selling, and can effectively share that information with customers, everyone wins. That level of engagement with previously unfamiliar equipment may even encourage technicians to adopt additional solutions for their own homes, leading to greater success with supplemental sales and opening even more revenue opportunities. If they can experience a product themselves, they can speak to homeowners from a testimonial perspective about its benefits.
Service department meetings are a great opportunity to prepare technicians for more focused upselling. Provide hands-on time to familiarize themselves with the product and see its benefits firsthand. It’s also a good time for skills training to practice a script and learn how to answer frequent questions.
Full department meetings are also an opportunity to gauge your whole team’s response to a particular product or service, and to help reluctant team members see other points of view. Success stories from peers can be a powerful tool for overcoming hesitance or skepticism.
Finally, it’s important to remind technicians of their professional responsibility. We have an obligation to inform the customers we serve about the full range of products and services. It’s not up to us how homeowners spend their money. We should provide them with the information they need and offer our expertise, rather than try to guide their decisions by withholding knowledge.
It's not about strong sales techniques or manipulating customers. In fact, it’s the opposite – it’s an open, honest conversation based on your professional expertise. Homeowners come to us for our skill and experience. It’s critical we make honest recommendations about all the options they have.
Start simple with accessory suggestions
One of the most successful accessory options HVAC companies can offer is a prime example of the challenges and opportunities available for home service businesses.
Many homeowners are unaware that point-of-use surge protection is widely available and affordable. When offered the option, they immediately recognize the advantages and are eager to invest in comprehensive protection for their home’s electronic equipment and electric appliances.
But is that because the industry has effectively educated them about the benefits of home surge protection or because they’re applying what they have learned from other industries?
One of the most successful accessory options HVAC companies can offer is a prime example of the challenges and opportunities available for home service businesses.
Power strip-style surge protectors are routinely recommended with the purchase of a new computer or other high-value electronic equipment. Even consumers who ignore the recommendation are aware of the potential risk they’re taking.
In our industry, it’s far less common for a technician to suggest point-of-use surge protection during a routine service or maintenance call. Homeowners are frequently surprised to learn these solutions are even available. If your technicians aren’t actively recommending home surge protection, it’s a missed opportunity to build revenue and drive profitability.
Ultimately, when you prepare your technicians to educate and inform homeowners, you’ll see new opportunities for sales and growth and will build long-lasting relationships that are essential to success in our industry.
Shaun Weiss is a Head Coach and Trainer for Business Development Resources (BDR), the premier business training and coaching provider to the home service industry. Shaun's nearly 20 years of experience in the HVAC and plumbing industry span several operational, management, and sales roles. He has successfully managed staff sizes of 40 employees and more; turned failing, unprofitable departments into profit centers; grown profitable business relationships and created a sales and customer-service culture. Learn more about BDR at www.bdrco.com.