Introduction:

Having a premium HVAC service changes how the market perceives your business.

As a premium HVAC business you will:

• Attract the best customers

• Charge premium prices

• Stand out from competition

• Retain customers for longer

• Have a premium customer journey

• Increase your revenue

• Have more free time

It is possible to do all of this without increasing the amount of work you're currently doing.

This blog has actionable advice and a complete framework that you can use to make an impact on your business today.

At the end of this blog are some helpful links that will reinforce these ideas in more detail.

Read on if you want to attract more customers to your HVAC business and grow your revenue.

Some Things You May Be Experiencing

1. Not making as much money as you want to be making

2. Have time-consuming high-maintenance customers that haggle over price

3. Struggling to find ways to stand out amongst competition

4. Engaging in price competition with other HVAC companies

5. Experiencing a lack of growth opportunities

6. Struggling to find proven ways to market and sell your service

7. Finding it hard to differentiate yourself from other HVAC companies

8. Having inconsistent high-quality client acquisition

This short blog will show you to solve ALL of these problems so you can finally have the HVAC business of your dreams.

How To Stand Out From Competition As A Premium HVAC Service

Let's say a consumer is looking for an HVAC company to install a new system.

When they search for an HVAC company, they find one that pops up on the 5th page of Google and has zero reviews. They also find an HVAC company that pops up on the 1st page of Google and has hundreds of 4 and 5 star reviews.

At first glance the HVAC company showing up on the first page of Google is much more appealing even though they don’t know anything about the quality of work they do.

The fact that they show up on the first page of Google results and have hundreds more reviews and a higher overall rating makes the customer perceive that they will be the better company to use.

Not only that, but as a consumer, they’d be likely to pay more for the top company because they think they will receive a better service from them.

The perception of a premium service is that it is in its own league, so it cannot be compared to other services. This means that the perceived supply of premium services is small.

By positioning your business as a premium service, a category with little supply, you are able to charge premium prices and attract the best customers who will be selling themselves to you.

The Stats To Back It Up

• 98% of customers read reviews online before making a purchasing decision (Forbes).

• 60% of consumers feel that the number of reviews a business has is critical when deciding whether to buy from them (BrightLocal).

• Consumers have been reported to spend 31% more on services that have a lot of excellent reviews (Bigcommerce).

• 92% of all sales are made by businesses on the first page of Google (Forbes)

• Less than 1% of searchers click on the second page of Google (Backlinko).

A generic company could actually have better quality service, but due to the positioning of a premium company, they are much less likely to win the average customer over. 

As a premium HVAC business, instead of having a price-driven offer, which is an offer that is available from many places and prone to purchases based on price, you have a value-driven offer instead.

Your offer is in a category of one and cannot be compared to any other service which increases response rates and conversions, and allows you to charge premium prices.

However, if customers use your service and realize that it isn’t really a premium service, they won’t use you again and they won’t refer people to you. But, what if on the inside, you actually had a premium service.

This would increase your retention rate which leads to predictable income and this increases your referral rate allowing you to grow exponentially.

So you not only need to change the market’s perception of your service, you also need to find ways to actually stand out as a premium service, which brings us to our next point.

How To Have A Premium Customer Journey For Your HVAC Business

Let’s see how you can separate yourself as a premium HVAC service through what you do throughout the customer journey. These are the things that you do when attracting a lead, converting the lead to a customer, and retaining the customer. 

Example of an HVAC company with a premium customer journey.

1. Advertise multiple offers

2. Immediately and consistently follow up with people who have expressed interest in their offers

3. Provide leads with value even before they’ve made a purchase

4. Diligently follow up with leads who’ve booked calls before and after the call

5. Do a great job carrying out the service

6. Follow up with a review request

7. Offer future services to the customer in order to increase the lifetime value (LTV), which is the net profit a customer generates over their lifetime

8. Ask for a referral

Imagine they did that with every single customer every single time a customer used their service.

Now we have an HVAC company that changed the perception of their service as a premium service and combined it with a premium customer journey.

Let’s break down what’s going on here...

The Important Of Multiple Offers For HVAC Companies:

Having multiple offers gives your leads and past customers more opportunities to give you their money. When you have multiple offers, you can segment your customers into specific batches based on their buying habits. Having multiple tailored offers will increase the LTV of each customer.

You can offer a discount for new customers, a low money down offer, a no money down offer, or a monthly maintenance offer.

How To Make Your Offer Known As An HVAC Company:

You can do this by advertising on Google, Facebook, Instagram, and other social media platforms. You can post about your offer on your social media profiles or reach out to past customers and leads via email or text to let them know about it. You can also have opt-in forms on your website. 

How To Nurture And Convert Leads As An HVAC Company:

Once people have expressed interest in your offer you now need to immediately and consistently follow up with them. It takes an average of 7-10 touch points for a lead to convert to a customer (Wordstream) and responding to a lead in under 5 minutes makes it 100x more likely to convert them into a customer compared to responding in 30 minutes (Calldrip). 

You’re much more likely to secure the sale with a calendar booking tool with automated follow-ups. Businesses with a calendar booking tool gain an average revenue increase of 27% (Appointy).

How To Automate This As An HVAC Company:

If you have a lot of customers and leads you’ll need to use software to automate nurturing campaigns that do this for you and guide leads through specific sales funnels and sequences to get them to convert from a lead to a customer.

With software, all of this is happening behind the scenes without you having to lift a finger.

For our clients, we’ve already constructed all the offers they need, we’ve created all the follow-ups and persuasive messaging that provides leads with value and a reason to take action, we’ve built the landing pages, the funnels, and the calendars, we follow up for reviews, questions, and referrals, all automatically. 

Throughout this process, you don’t have to do a single thing until you hop on the phone and complete the job the customer needs. Everything before and after is taken care of for you.

This is how it is possible to scale even when you’re completely buried with work. On top of that, because you’re now being positioned as a premium service, you can replace your high-maintenance customers with low-maintenance ones, freeing up time, while also charging more per customer.

This process is extremely simple because we’ve already done the heavy lifting for you.

If you are interested in automating this entire process for your HVAC business, click here to book a call with us so we can figure out how best to help you.

The Results Of A Premium HVAC Customer Journey:

When you have a premium customer journey, you increase three important things. The amount of leads you attract, the conversion rate of leads to customers, and the retention rate of your customers.

When these three things increase, you also increase the lifetime value of each customer, your referral rate, and most importantly, the amount of money you make. 

Having an HVAC company that is perceived as a premium service combined with a premium customer journey will make you stand out from other generic brands, making you much more money. But what else can you do to push the needle?

How To Optimize Each Stage Of The Customer Journey And Sales Funnel

Now that we are now being perceived as a premium service and we have a premium customer journey, we now need to attract leads and convert them into customers like a premium business.

This means we are optimizing the customer journey and the sales funnel.

Knowing what stage a lead is in will guide you towards what is needed for a customer to purchase. As leads move further into a sales funnel they become closer to a purchasing decision.

How To Make Customers Aware Of Your HVAC Business:

Let’s look at the first step, how to make someone aware of your HVAC business. A generic HVAC company will simply direct leads to their website or wait for a lead to call them.

As we’ve learned, unless the website is ranking on the first page of Google it won’t attract many leads and it isn’t efficient at converting them into customers.

Here’s why, the average conversion rate of a website is 2-5% (Wordstream).

Since 92% of consumers will not make a purchase the first time they visit a website (LinkedIn), this generic HVAC company will almost always lose out on the sale.

A premium HVAC business may be running ads or sending leads to a landing page. A landing page is a simple page that has one single call to action, such as “book a call”. The average conversion rate of a landing page is 9.7% (Mailchimp), almost double what the best websites get.

In addition, this HVAC business will be using automated text and email campaigns with offers which have conversion rates of 29% and 15% respectively (ActiveCampaign).

On top of that, this HVAC company will be a well-known brand and will be posting offers on social media where they’ve built a respectable following.

Finally, since this is a premium company, they are most likely ranking on the first page of Google, which means whenever someone searches for anything related to HVAC services, this company is popping up right in front of them.

How To Make Customers Interested In Using Your HVAC Service:

Next comes the interest stage. This is what happens when customers compare their options. After everything we’ve talked about, we know the generic company cannot be compared to a premium company.

The generic HVAC company is the one on the 5th page of Google with no reviews while the premium HVAC company is the one on the 1st page of Google with hundreds of 4 and 5 star reviews.

When customers compare the two, they are much more likely to choose the latter. Again, this is due to the perception of the quality of the premium HVAC business.

How To Make Customers Decide To Use Your HVAC Service:

Now we have the decision stage where the lead is ready to make a purchase and may need a small incentive to take action.

Since the generic company has no online assets in place, they won’t be able to give the lead that final push.

On the other hand, the premium company has been providing value throughout their journey and is now much more likely to book a call with the lead. The premium company has enough social proof that now the customer feels confident in their decision to choose them as their service provider.

They offer convenient options for the lead to get in touch. This company also knows sales techniques that make them more likely to convert the lead.

How To Make Customers Take Action And Choose You As Their HVAC Service Provider Again And Again:

Now is the action stage. If somehow the generic company won the lead over, they would simply do the job and wait for that customer to call again if they ever had another problem.

On the other hand, the premium company would guide the lead through the sale, complete the job, then follow up with future offers, a review request, and a referral request.

This not only increases the LTV of the customer, it builds social proof through reviews which attracts more customers, and it helps the business grow exponentially through referrals. This not only gives the premium company a consistent high-quality client acquisition process, it also allows the company to grow exponentially, much faster than their competition.

Conclusion:

Positioning your HVAC business as a premium service will attract more high-quality low-maintenance customers, allow you to charge higher prices, will make you stand out from competition, retain customers for longer, give you a consistent high-quality client acquisition process, and grow exponentially.

You need to first position your HVAC business as a premium service, changing the market's perception of your business.

Then, you need to have a premium customer journey to increase amount of leads you attract, the conversion rate of leads to customers, and the retention rate of your customers.

Finally, you need to optimize the customer journey and sales funnel in order to further increase your chances of closing each lead that comes to your business.

Using a software that automates this entire process will allow you to reap all the benefits of a premium HVAC company without increasing your workload.

If you want a more detailed video version of how to turn your HVAC business into a premium service to attract more customers, click this link here. On the next page just enter your email and you will have full access to our complete video masterclass.

If you'd like to learn more about how we've helped our clients grow their HVAC business, make more money, and have more free time, then click this link here to book a call with us.