Selling a service is easier said than done. After all, you are not asking your clients to try a new pizza topping but to invest in a heating company. MarketingDonut reveals that 92 percent of sales professionals give up by the fourth call.
People tend to be skeptical of what they are investing in and how much of their money they are putting into it. If they don’t need something, they won’t consider purchasing it. Other times, people end up spending on things that they don’t need but want, so that they can fit in and feel comfortable.
Consequently, it all boils down to marketing. People make purchases based on emotions. Tapping into those can be a successful marketing tactic even for an HVAC contractor.
Therefore, without further ado, here is an in-depth look into how you can explain to homeowners that they need your heating company.
1. UNDERSTAND YOUR CLIENTS
Begin by understanding your targeted audience and their lifestyle. Essentially, this is known as making customer personas. For instance, you could be talking to an office-going individual who has very less time to get into the nuts and bolts of the heating system in his house.
This can help you build a customer persona, and you can interact with a particular client based on the persona that you have worked on. Some other questions to ask yourself about your potential clients include:
- What do they do;
- Why do they buy;
- At what point do they buy; and
- How and when do they buy?
It is crucial to build buyer personas so that you can comprehend the customers’ pain points, their needs, budget, and more. This will help you in convincing your client about the need for a heating company.
2. GENTLY RUB THEIR PAIN POINTS IN THEIR FACE
WordStream defines a pain point as, “a specific problem that prospective customers of your business are experiencing.” In simple words, these are the problems that your customers are facing.
For instance, your ideal customer is the one who is business-minded and occupied with work all the time. He doesn’t have the time to DIY handle any crashes in his HVAC system. In such a case, his pain point is clear - he needs someone to quickly fix his heating unit, which is where a heating company comes into the picture.
Therefore, to convince your client of the need for a heating company, you need to understand his pain point and base your marketing efforts on it. Once you have a grip on the customer’s pain point, engage with the client and work on informing him about how a heating company can help.
What’s more, your attention should not be on the company but the solutions that it provides. All this while, pay attention to bringing value to the table. After all, you want to succeed in convincing a customer that he needs ‘your’ heating company.
3. BACK YOUR POINTS WITH RELEVANT DATA
When working on explaining your point, always seek support from relevant data. This means that the way you talk to them and the content that you write for your customers should be backed with data.
A report by SurveyMonkey Audience confirms that data makes your content trustworthy as well as persuasive. Let’s suppose you are convincing your audience that they need a new energy efficient heating system in their house. To this end, you can tell them that approximately 48 percent of the residential energy goes to cooling and heating systems.
Consequently, improving heating efficiency can help to reduce utility bills significantly. Such a way of using data can help you convince your client that they need to avail Heating residential services or whatever you’re planning to sell him.
4. TALK ABOUT YOUR CUSTOMER, NOT YOURSELF
An essential aspect of making a successful sale is making the customer feel valued. On top of that, your sales strategy should put the limelight on how you can solve the customer’s problem. This is the reason why you should concentrate on talking about the customer and not about yourself.
An old sales legend about a salesman who gave the nitty gritty details of a home heating system to an old lady is applicable here. The salesman talked about Btu, the service terms, warranty details, and so on. Once he was done, the old woman replied, “I only have one question — will this thing keep a little old lady warm?”
Thus, the lesson learned is simple, it is not about your product or service. Instead, it’s about what your service can do for your customers. Therefore, it’s only wise to talk about your customers.
5. FOCUS ON THE CUSTOMER EXPERIENCE, NOT ON SELLING
Another way to communicate the need for a heating company to a client is to convince him with your customer experience. The Customer Report 2020 by Walker indicates that excellent customer experience will take over other important markers of product and price by 2022.
Research also agrees that customers are willing to pay more to a business where they experience good customer service. Therefore, you need to pay attention to providing a quality customer experience to your client.
Keep in mind that 70 percent of a buyer’s journey is molded by how he feels about a business treating him. Hence, provide value to the customer, genuinely understand his problem, try to solve his problem, and make him feel special among other things. This will help you seal the deal in no time.
Statista highlights that the average sale conversion stands at 2.46-3.26 percent for all industries, including HVAC. Hence, you need to be proactive in understanding your clients and their pain points, solving their problems, engaging with them, and providing them stellar customer services to explain them why they need your HVAC company.
Publication date: 12/5/2018