One more thought about marketing and sales – know your audience. Right now, Gen Zers are the newest generation of home buyers and business owners. They have a completely different outlook on what they buy and most importantly, why. They are savvy buyers who want transparency and corporate responsibility. I guess that is the key to their decision-making.
Your marketing strategy needs to not only recognize this, but it also must prioritize sustainability.
McCormick says, “Sustainability is not just in the products and services you offer but in your own day to day operations. Go paperless to reduce waste. Offer tips on conserving energy. Adopt the same practices they do, and you’ll have Gen Z customers in no time.”
Get Good at Service
In the end, HVAC contractors really should become experts at service — not just equipment, but people too. And be sure that you price your services properly so you can make the profits you deserve.
Follow the industry trends and work on adding services and technologies that fit in best with your business model.
High-Performance HVAC contractors should also consider marketing and advertising key to building their reputation and profits by explaining what services they offer that put them at the head of the pack. Don’t cut your budgets for them – if anything, increase your budgets. No one will understand why they should do business with you unless you tell them.
As we look forward into 2024, there will be challenges for sure. But there will be opportunities too. Be a strong team leader, set the tone for everyone in your company and lead your team to success in this new year.
Mike,
Great article! I think this is where we fall short because we are not actively letting our customers or perspective customers know the performance side of our HVAC business. We aren’t explaining what sets us apart from other contractors. We will be reaching out through e-blasts, social marketing, and showing our people how to better communicate with customers. If you have any other ideas please let us know.
Thanks for the wake-up call!!
Greg
Thanks for your kind words, Greg. I appreciate them.
Regarding promoting your High-Performance HVAC professionalism, it sounds like you are planning to do the right things when you start reaching out through Social Media, e-blasts, and so on. You may also want to consider promoting some of Dawn’s articles published here as well as the awards and other recognitions GVs has earned from NCI and any other organizations you belong to.