Customers are key components to business. Without them, products, services, and training go to waste. The idea that there is an ideal HVACR customer waiting to be discovered may seem absurd, but according to Justin Jacobs, marketing coach for Hudson Ink, finding the right customers for contractors depends on the bait that is used.
“When you’re fishing for a certain type of fish and wanting to increase the odds of catching that type while weeding out the others, you must fish in specific places with specific lures,” he said. “That starts with studying the target. You must know where they live and what they are attracted to in order to be most successful.”