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Question: I’m just starting my busy air conditioning season and I need to have a successful summer. How do I know if I’m on track?
Answer: Success as an HVAC owner is dependent on maximizing seasonal business. Right now, air conditioning business is your highest focus. One of the top drivers to determining success is to track the rate at which your technicians generate replacement leads and your closing ratio on those leads.
Your technicians should generate, on average, one lead from every 15 repair or tune-up calls. This stands true no matter how you are structured with sales, service, or installation teams. If your technicians are not generating leads at this rate (or better), figure out why. In order to be successful at generating tech leads, you have to do four things:
• Set the expectation or goal;
• Give them the training (the know-how);
• Create a financial incentive; and
• Measure and hold accountable.
After your technicians can generate that lead rate, then ask yourself what your conversion rate is on those leads. I look for conversion rates of technician-generated leads to be around 70 percent. Accepting anything lower could put your season in jeopardy.
For a successful air conditioning season, maximize your technician generated leads. Make sure you are generating and closing these leads at higher rates to realize the best return on those valuable customers.
Bill Mattern is a Nexstar coach and has helped contractors on all aspects of running a successful residential service company. He has experience with residential service franchise organizations and has also owned his own franchise business. To learn more, visit nexstarnetwork.com. If you have a question you want answered, email email@example.com.
Publication date: 5/20/2013