The Challenge
Educating our marketplace presents more challenges than educating our team. Most consumers perceive their furnace as the heating system, unaware of the duct system’s importance. It’s my responsibility to enlighten them.
As Rob Falke from NCI used to say, installing a highly efficient furnace or air conditioning unit on a substandard duct system will likely exacerbate issues, not improve them.
At Accurate Heating, we always inform customers that while Company B could install a 90% furnace on their existing duct system, we could install an 80% furnace with a new duct system, and our system would outperform the competitor’s.
Our approach is to be candid with customers. Interestingly, I don’t provide estimates on the same call. I don’t even discuss price with customers during the sales call. The role of my sales team and me is to educate customers on why we are their best choice.
We seldom initiate cold calls. Instead, our clients reach out to us when their comfort systems malfunction or are deemed unfit by the gas company. If we find the duct system is in a state of disrepair and falls short of our standards during our visit, we refrain from replacing their furnace unless they agree to a duct replacement.
I’m not irrational, but rather self-assured. I take personal responsibility for every task I undertake, signing my name to each job. If a new installation doesn’t meet the standards I’ve established for my company, I won’t proceed with it. My name and reputation are on the line.
Some may argue that I’m foregoing potential revenue. However, I see it differently. The subsequent job will likely encompass a comprehensive task, and that’s where I’ll generate profit.
Service/Maintenance Agreement Sales
Our confidence should not be mistaken for arrogance. We refrain from discussing our competitors. Instead, our attention is centered on the existing system, our proposed solutions, and our methodology to address homeowners’ issues. We present options and empower customers to make their own decisions.
Our strategy is to demonstrate our team’s expertise by conducting measurements, elucidating the results, and proposing alternatives. There’s no need to mention competitors as customers can discern the difference themselves. From a sales perspective, when it’s time for me to depart, the customer typically inquires about the cost and the commencement date for the work.
The subsequent step is follow-up, which is as crucial as testing and measuring during the call. At Accurate Heating, we ensure our technicians fulfill their responsibilities through our Service Titan program. Service Titan features built-in checklists for all maintenance and service calls, and I have also devised a follow-up form.
If a technician identifies any follow-up requirements, they complete this form, attach relevant photos, and provide a description.
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