Educating Your Customers: The Secret Elixir That Increases BusinessDistributors typically look at training as a necessary evil, so it is something they do reluctantly for their customers. The training that is provided is uninspired, which creates low class attendance and confirms the distributors’ belief that very few contractors are really interested in training; which of course is simply not true. The key to a successful training program is to design training that is irresistible to your contractors. If you provide a class hitting on an important topic to your local HVAC community, your class will sell out, and the folks who attended will be impressed with what your supply house can do for them.

How to develop training

The best way to develop interesting training is to listen to your customers. They will tell you where they need help as long as you ask the right questions. You’ll want to ask your contractors where they see themselves struggling and which types of service calls are routinely misdiagnosed. What types of service calls are routinely misdiagnosed? If you ask enough of the right questions, you’ll find that the same topic keeps coming up, and everyone in your area is probably struggling with the same service problems. It could be they need help troubleshooting electrical problems, understanding controls, basic refrigeration and similar issues.

The key is to zero in on the problems your customer base is experiencing so when you go see your next customer, you can ask them if they would benefit from an electrical training class. I have presold classes before I have set the date for the class. I have found the sweet spot and can fill the void for my contractors. I have had customers tell me to call them when we conduct the class because they want to send their entire staff. I have sold out one particular class six times in less than three years. I was amazed that the class continued to sell out. I thought I had saturated the market, but every time I offered the training, it would sell out yet again. I have had close to 200 students receive training for this one particular topic.

Training brings new business

If you help train your customers, they will surely come to you to purchase the products that support the training that you provided for them. You can make it easy for your customers to purchase from you by making up a flyer discounting the test instruments or parts that you are discussing in your class.

You will gain mind share and respect in your marketplace as a distributor who can provide value and knowledge. You will find that regardless of your market size, contractors talk to other contractors, whether that’s through their local chapter of ACCA, ASHRAE or any other organization. The more training you provide, the more they will mention your business in a positive light. I have found that you will pick up a lot of repeat business if your organization can provide a steady flow of outstanding training.

If you pass out an evaluation sheet at the end of every class along with additional training topics asking the students which class they would prefer to see next, you will get a solid consensus on what should be your next topic. Success breeds success, and you will soon be the leader in your marketplace for training.

Train your local technical college students

You might ask, “Why would I spend the time training students at my local technical college?” The answer is that these graduating students will become future customers providing you with new business, plus you are helping to train new recruits entering into our industry. Some students who you train will ultimately seek you out upon graduation, especially if you are providing additional training on an ongoing basis to your customers.

The students are anxious to continue with their education even after they have graduated and entered the workforce. Today’s students are tomorrow’s service technicians, so you would be wise to donate your time and to help educate these youngsters. I have had people come up to me years later and tell me how much they appreciated that I had taken the time to come out and speak to their class. I have also been informed that these former students had been doing business with our supply house ever since. Sometimes, you never know where customers come from. I didn’t even know or remember these students, but evidently they knew me. And, more importantly, they knew what supply house I worked for, so we gained new customers.

I would also suggest sitting on the advisory board for your local technical college. The board typically will consist of a few large contractors, maybe a local union rep and a few representatives from supply houses. You want to make sure that you are one of those representatives so you can help to develop the curriculum. The more you can help the HVAC community, the better off you will be.

Create loyal customers

The last and probably most important benefit that you will receive from training your customers is that they will become loyal to you and your supply house. If you have helped a customer grow his business, he will reward you with his loyalty. If you can teach someone how to increase their business and make it more profitable, you will have a friend and a customer for life. But don’t think that can be accomplished with just a class or two. You will need to consistently deliver classes that will assist contractors with their businesses.

The type of classes that will be of value are teaching customers how to use today’s technologies, such as selling, using tablets, placing orders online using a smartphone, how to use HVAC apps on your smartphone, showing the value of flat rate pricing or teaching basic business classes. All these classes are designed to help your customers grow their business while making them more profitable, and who wouldn’t love that!

Publication date: 2/2/2015