HVACR Business

OCT 2017

Help hvacr contractors master the critical components of business management.

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18 HVACR BUSINESS OCTOBER 2017 www. hvacrbusiness .com A s an entrepreneur, I'm aware that seasonal fluctuations can certainly wreak havoc on a business. Nearly every industry has its ebbs and flows based on such issues as weather, hol- idays and other factors that are oen out of our control. In the HVACR industry, once tem- peratures cool down, business tends to dry up, and that can leave many contractors scrambling to fill the void. Instead of hop- ing for a few repairs or simply waiting for winter to arrive, why not make the most of this down time by increasing your market- ing efforts? When sales decline, businesses tend to cut expenses and marketing budgets are oen the first thing to get slashed. But the slow season is exactly when you should be ramping up your marketing campaigns not only to drive immediate sales, but to fuel long-term growth. Here are some marketing strategies to consider this fall to breathe new life into your business and set a strong foundation for many seasons to come. Focus on Maintenance Let's face it, when it's too cool to use air conditioning, but too warm to turn on the heat, customers aren't thinking about their HVACR systems. is is the perfect time to remind them it makes more sense to uncover a problem now than when the temperature dips be- low zero. To get the phone ringing and make it worth the customer's time, offer free in- spections and discounted tune-ups. Free service calls are also a great way to get consumers to address an issue they've been putting off. Your job is to train the customer to look for deals during the off-season, the same way they do when they buy camping gear in January or skis in July. Make Retention a Priority Yours is a business based on relation- ships, and the off-season is a great time to cultivate loyalty with existing customers. Strengthening those bonds also makes economic sense: It costs five times more to retain a current customer than attract a new one. If you have service contracts, set aside time in the coming months to remind those customers that you're available to perform their annual inspection. More than likely, they'll appreciate the call and your effort to honor the agreement. It's also wise to provide "exclusive" deals to existing customers that aren't available on your website. For example, for custom- ers with older systems, offer higher-lev- el discounts or rebates on new systems. Providing discounted service or service credits for referrals is also great way to re- ward loyalty. Go Old School Marketers talk a lot about the power of digital marketing these days, but some- times an old-fashioned approach can gar- ner more attention. ough clearly low on glitz and glamour, direct mail is one way to cut through the clutter. When your inbox is jam-packed with sales pitches, getting something delivered in your actual mailbox can almost feel spe- cial in contrast. Of course, you'll still need to distinguish yourself from the junk mail most people receive. One good option is to include a magnet that can be easily torn out and placed on the fridge as a reminder. Another tactic is to position yourself as a resource by formatting your offers in BY TIM ROSS Make the Most of Your Seasonal Downtime MARKETING Embrace the slower times and use it to try out new marketing techniques that can keep you busy all year. A/C LEAK SEALER EZ-Jectâ„¢ INJECTOR KIT S C A N Q R C O D E TO V I E W V I D E O w w w. s p e c t r o l i n e . c o m ISO 9001:2008 & AS 9100C CERTIFIED COMPANY IDEAL FOR SEALING SMALL, PESKY LEAKS IN: Condensers Evaporators O-rings Hoses ECONOMICAL Solution to your AC&R leaks TREATS Each cartridge treats up to 2 tons of cooling SAFE FOR AC&R SYSTEMS Non-polymer, oil-soluble formula safe for system components and recovery equipment FAST EZ-Ject INJECTION METHOD Works with all AC&R systems, including high-pressure R-410a equipment SEALS AC&R LEAKS FAST SAFE NON-HAZARDOUS FORMULA

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