Selling the Experience

January 25, 2001
/ Print / Reprints /
/ Text Size+
Often in hvacr advertising we see the word “experience” used in the context of how many years the contractor has been in business. But try thinking of “experience” from your potential customers’ point of view.

A few years ago, a study was conducted in the field of medical marketing and the results of a survey were very enlightening. It was found that many patients who elect to have eye surgery take for granted that the doctors should know what they are doing and that they should be using the latest state-of-the-art equipment and procedures. What really made for a strong positive or negative experience for these patients were things like adequate parking at the facility, whether they were greeted with a smile by the receptionist, how long they were made to wait, and even the temperature of the lobby. These survey results really opened the eyes of many eye surgery marketing professionals, who saw dramatic increases in traffic when they repositioned advertising efforts.

The lesson to be learned is that when you are in a profession that depends upon selling a commodity type product or service, it pays to differentiate your company on the merits of the experience one will have when they choose your firm. The benefit should be tailored to the customer. You are not selling air conditioning equipment; you are selling comfort and peace of mind. You do not service broken units; you respond to people who are in need of relief.

Crippen is creative director for Creative Business Diagnostics, Inc. He can be reached at 877-483-4903, or visit his website at

Publication date: 01/29/2001

Did you enjoy this article? Click here to subscribe to The NEWS Magazine

You must login or register in order to post a comment.



Image Galleries

2014 ACI Home Performance Conference

The 2014 ACI National Home Performance Conference & Trade Show was held in Detroit.


NEWSMakers: Michael Willburn

Michael Willburn, president, Infloor Heating Systems, joins the program to discuss his company, radiant heating, industry trends, and whether contractors are becoming more interested in radiant heating. Posted on July 11.

More Podcasts


NEWS 07-21-14 cover

2014 July 21

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe


Some in the industry are calling for the EPA to halt production of R-22 as of 2015. What do you think?
View Results Poll Archive


2014 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research


Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Magazine image
Register today for complete access to Get full access to the latest features, Extra Edition, and more.


facebook icontwitter iconyoutube iconLinkedIn i con