How to Triple Your Revenue From Service Calls & Create More Goodwill Than Ever!
And all this without spending a dime!
By Michael Haines – Founder of ACDirect.com
Let’s face it….
Service calls are the lifeblood of an HVAC business and generate the highest gross margins of practically any product or service we offer.
It’s sad how far behind the times our industry is when it comes to servicing our customers to the highest possible level. Each service call is an opportunity to review the performance and condition of the ENTIRE heating and air conditioning system including equipment, supply ductwork, ensuring adequate return ductwork, filtration, insulation, humidity levels, etc.
I found the reason for resistance to offer options among techs is that they don’t want to be perceived as a salesman.
The common response they give is “I hate salespeople and don’t trust them”.
Fair enough…..
When I’m training techs to maximize their service revenue I ask a series of questions:
1) What is the primary value that a customer will perceive you provide?
a. Your technical repair skills?
b. Your speed of repair?
c. How clean your vehicle is?
While these are all important of course, the correct answer is:
__________________________________________
Your ability to create trust & instill a sense of security and value for customers
Customers expect us to be able to repair their system but they are pleasantly surprised by professional, well-spoken technicians that communicate well. Your outstanding technical skills will seldom be apparent.
It will take some time to completely implement this culture into your service department but you can begin with any new techs you hire, beginning immediately.
Let them know during the interview process that the following is expected of them:
1) Minimal callbacks on repairs
2) An extremely high level of customer satisfaction and 5 star reviews
3) Excellent communication with the customer
4) A thorough inspection of the entire system to ensure all problems are noted and a solution offered
5) Offering a system replacement whenever the age and repair price requirements set by your service techs in general are met
6) A complete “leave no trace” cleanup upon completion
This is just a sample list of items to review during technician interviews and you can add anything your company requires. Once this is done and your service techs all participate in this culture, your average service tickets (and 5 star reviews) will begin to climb substantially.
Here’s the unbelievably simple answer that will triple your service ticket revenue:
During initial interviews and in training sessions with technicians, instead of trying to force sales techniques on them to improve ticket averages, I introduce the concept of “diagnose and recommend”.
This is simply a method to remove the fear of sales from their mindset. When you go to a doctor it is his or her job to diagnose your health issues and recommend solutions. If your visit was for a particular condition and he spots another problem area does he/she hesitate to inform you?
OF COURSE NOT!
They are obligated to tell you about it and recommend a solution.
When a tech is at a service call and he/she spots ductwork leaks, inadequate return air, poor quality filters, or restricted airflow in certain rooms, or an old, worn-out system, it is their job to diagnose and recommend, regardless of why the initial service call was placed.
That’s it…Nothing else!
It is the tech’s obligation to point out anything to the customer that can improve system performance, comfort, air quality, reduced utility costs, etc.
Just diagnose and recommend. Period.
After pointing out the problems they have spotted to the customer, they can list them on the service ticket along with the pricing to resolve the problem. Of course, technicians should be fairly compensated for offering honest and needed upgrades or replacements of existing systems.
We do not in any way advocate trying to sell systems to customers when an inexpensive repair is the common sense option. However, you do not know until you ask if they would like to consider all the benefits a new system will provide them and their family.
My techs were trained to offer a replacement option on every system over 9 years old (this is the age they all agreed- or bought into- as appropriate in our training sessions). Or, whenever the customer experienced repeated, expensive failures. If they are a new customer, the only way you will know is to ask.
Here’s a common customer objection some techs may be unable to answer properly:
_____________________________________________
Customer – “I’ve lived here X years and had several service calls and no one else said I needed any of this stuff. Why is it a problem all of the sudden?”
Great question Mrs. Smith and I’m glad you brought that up. I can’t explain why these obvious problems have been overlooked by previous technicians.
Perhaps they never bothered to look, perhaps they were too busy, or maybe they just don’t care to take on the extra work. I really can’t answer that one.
One thing I can tell you is that these items I’ve pointed out should be a real concern to any technician who understands the dynamics of airflow and refrigeration principles. These conditions are really pretty basic if you just take the time to look for them.
Many homeowners face these same problems and are never told by their service providers. I find that amazing but that is no excuse for me not pointing it out to you. If you have concerns over anything I’ve suggested I would go on the internet and search (for ex. “How to size a return grill/duct).
You will see what the industry pro’s recommend and why it is so important to the performance of your system.
I just need your approval right here and please let me know if you have any questions.
I’ve found that just by suggesting that the customer check it out on the internet will many times remove their concern because you are clear, confident, and transparent in your offering.
Once the concept of “diagnose and recommend” sinks in, your technicians can perform wonders for your customers, themselves, and your company.
Stayed tuned because I’ll be giving more valuable tips on this extremely lucrative subject very soon.
Did I miss something? I would love to hear your thoughts and feedback! Have you uncovered another technique that works for you? Leave your comments below.
This article is written by Michael Haines, the founder of AC Direct, the oldest and most visited HVAC e-commerce site in the country. Michael has generated over $40,000,000 in HVAC revenue using web based marketing from his own HVAC websites, including local service and installation sites.
His websites have generated over 17,000,000 visitors and were featured in the INC 5000 list of fastest growing companies in America, 2 years in a row.
Please contact us directly at:
407-459-8804 or email info@TripleYourClicks.com.com
