HVACR Business

JUN 2017

Help hvacr contractors master the critical components of business management.

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Page 13 of 55

14 HVACR BUSINESS JUNE 2017 www. hvacrbusiness .com W hy is it that 80 percent of the contractors I talk to — no, make that 90 percent — tell me they need more calls? Over and over, I hear contractors from New York to Sydney say they'd be doing great if they could just "get the phone to ring." You'd think getting the phone to ring would be easier than ever. ere are more places to advertise than there have ever been, and with the advent of social me- dia and "inbound marketing," customers should flock to your company like magic whenever they have the slightest need. If only it were that easy. It takes a lot of money and/or effort to get someone's attention at just the right time so they call you, and not the other guy. Competition is fierce, and when it comes to demand service, the customer doesn't have a lot of time to be picky. How will a homeowner even know you exist, and if she does, why would she call you to repair her air conditioner instead of any of the other companies in your market? To attract new customers you need to stand out from the crowd. For some, running an ad is the only hope they have of "standing out" — and that hope is slim indeed. It's become more difficult than ever to get someone's attention with traditional advertising. Mail may never be opened, people fast-forward through commercials and creating a pay-per-click ad that "stands out" is pretty much against the rules. Because of all that, traditional advertis- ing can be costly, ineffective and madden- ingly unpredictable. But there are other ways to get someone's attention. Your company stands out to customers when your trucks are frequently in their neighborhood … but only if your truck catches their attention. Stand Out from Your Competition — without Advertising BY BOB VIERING CONSUMER SURVEY REVEALS TOP THREE WAYS TO CAPTURE THE ATTENTION OF A PROSPECTIVE CUSTOMER

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