Thanks to COVID-19, many companies got a major wakeup call in 2020. When people started to cut back on frivolous expenses and spend more time at home, companies realized their infrastructures might not have been as strong as they originally thought. It became glaringly obvious which companies prioritized their customers and which companies prioritized their profit margins.
Heading into 2021, companies have an opportunity to reevaluate the way they do business. And based on what we learned in 2020, the companies that adapt will be the ones that thrive.
So, how can you take your HVAC company to the next level in 2021? You need to stand up and be the change the industry needs to see. Moving your focus to customer satisfaction, retention and dependability will be your keys to success.
5 Ways to Grow Your HVAC Sales in 2021
Sometimes, it’s the simplest things that make all the difference. When the pandemic hit, a lot of people started to refocus their attention on the things that matter most. Your business must do the same thing. Instead of flashy sales tactics and cheesy gimmicks, you need to go back to the basics to increase your HVAC sales in 2021.
- Put your website to work – If your website is outdated, it is not doing your company any favors. According to SmartInsights.com, in just July of 2020 alone 81% of all internet users searched online for a product or service. And by 2024, it’s expected that 95% (yes, you read that right) of retails sales will take place online! What’s interesting about this trend, though, is how late HVAC com,panies have been in adopting online sales strategies. We get it, because we were contractors too – traditionally, filter sales, maintenance agreements & full-system installs have all been managed inside the homeowners’ residences (once you’ve had a chance to inspect their systems & recommend a solution). But that’s not the way of the world anymore. Contractors who have stepped up early and installed online stores are reaping the benefits, and their customers are too. So what does all of this mean for your HVAC company? You could be using your website as a way to set yourself apart from competitors, and make more money online. Make sure your contact information is prominent, your domain name is relevant and you have frequently placed calls to action.
- Pay attention to the replacement cycle – Make your customers a top priority. Show that you understand they have countless priorities that come before their HVAC system. Look back at old records and contact people who have purchased units that may be coming to the end of their lifespan. Send reminders when filters are due to be changed. Not only is this a great way to start the conversation but it also shows the customer that you value them. Again, having an online store that allows for easy replacement orders (where filters or fully-installed systems) is a great way to encourage your customers to stay diligent in their system maintenance. It will also add to your revenue line as a business. Some of the most successful HVAC companies we’ve worked with even go a step farther, creating email and SMS reorder reminders for their customers and allowing filters to be purchased on a subscription basis. If you have questions about how any of this is done, sign up for a demo! We’ll show you how.
- Localize your business – COVID-19 has brought attention to the importance of supporting small businesses. These businesses are the ones that need the community to rally together and support one another. Make sure you are marketing your HVAC business on a local level. This means submitting your website to local directories, optimizing your Google My Business page, and joining all community groups and pages on social media. All of these local marketing tactics are free (or close to free) and will show immediate impact on your bottom line. Here is a link to some of the top directories online that may be helpful to increasing your company’s visibility on Google: https://www.localseoguide.com/best-local-business-directories-seo/
- Add complimentary services – Ultimately, you want to make more money for your business. But, you should be focusing on keeping your customers satisfied. Not only will this increase your likelihood of getting them as a lifetime customer, but they will refer you to other leads as well. Offer a free energy audit, duct cleaning, or air quality assessment as part of your services. By broadening your service offerings, you can make yourself more attractive to customers.
- Capitalize on seasonal deals – Now more than ever people are trying to make smart money decisions and that might mean waiting for the best deal to make a large purchase. By incentivizing your customers with seasonal deals, you can get them from a lead to a customer with very little effort. Groupon is one such tool that many local HVAC businesses utilize to get HVAC promotions in front of potential customers. A detailed guide to setting up your first Groupon campaign is here, for reference: https://www.groupon.com/merchant/working-with-groupon/how-groupon-works/how-to-advertise-on-groupon
Be The Change the Industry Needs to See
Whether you are just starting an HVAC business or have been growing one for years, now is the time to change your approach. Heading into 2021, people are being smarter and more cautious about how they spend money and who they spend money with. The companies that will thrive in 2021 and earn their customers’ loyalty are the ones who can focus on taking care of the customers’ needs instead of trying to serve themselves.
You don’t exist to sell your services, you exist to help families maintain their HVAC systems in a way that makes them comfortable. Offer maintenance programs, complimentary services, and update your website in a way that better reflects your customer.
Updating Your HVAC Sales Tactics with Contractor Commerce
Now is the perfect time to update your website functionality with just a few simple steps. Contractor Commerce is available to support your HVAC business growth goals by making it easier to sell your services online. Learn how simple it can be to sell filters, maintenance agreements, tune-ups, and fully-installed systems.