An HVAC business owner explains why he markets maintenance tune-ups instead of system replacements. Tune-ups build customer relationships and create future sales when systems eventually fail, while direct install marketing wastes money on people not ready to buy.
How to identify opportunities and look for conversion opportunities for installs. Because it doesn't all have to come through marketing, nor should it. So I love that you have this display of the importance of tune ups. Like, my husband and I, we stopped advertising for installs a long time ago. We advertise for tune ups. We want to get maintenance customers, we want to be doing tune ups. We can get our foot in the door, build that relationship, and then hopefully find opportunities to replace some of that equipment down the road.
Exactly. Now, the one thing that I will tell you from my experience happened was sometimes I get a technician who's a great technical person who likes to diagnose and fix stuff, and he hates doing tune ups. He absolutely hates tune ups. They're boring. He doesn't recognize them as opportunities. Okay. Your job is to help him understand. And especially if you're providing an incentive to those guys, it doesn't get much easier than this. Use your technical ability, educate the customer on what's going on with your system and you're still going to be able to transition that into a replacement.
Exactly. It's not so much sells, it's educating.
Exactly. Yeah. You have to get away from the sell thing because that's the other thing most technicians will tell you. I don't want to sell.
