37 Ways to Differentiate Your Air Conditioning Company

June 26, 2015
How can you stand out? What makes you different in the eyes of your customers and prospects from every other contractor in your market?

How can you stand out?  What makes you different in the eyes of your customers and prospects from every other contractor in your market?

There are many ways to differentiate your company.  Some are meaningful to some or all customers.  Others are merely ways to attract attention and generate recall.  Almost any means of differentiation is better than none at all.

If you choose a point of differentiation, it is important to communicate it well.  Let people know.  Don’t wink in the dark (i.e., you know what you’re doing, but no one else does).  If the public begins to associate a certain point of differentiation with your company, no one else can claim it.  It’s yours.

  1. You are the area’s largest air conditioning company
  2. You are the specialist for a given suburb or part of town
  3. You have a certain (large) number of trucks
  4. You respond within a certain time frame
  5. You have won one or more awards
  6. You are the company with a certain heritage
  7. You are the company with a certain mascot
  8. You are the friendliest company
  9. You provide the best guarantees
  10. You are recognized as the best air conditioning company by an area newspaper or magazine readership survey
  11. You are the area’s oldest air conditioning company
  12. You specialize in manufactured housing air conditioning
  13. You specialize in marine air conditioning
  14. You are the energy efficiency expert
  15. You are the old fashioned values company
  16. You are the optimistic company
  17. You are the home automation expert
  18. You work harder
  19. You are the fastest company
  20. You are the company that takes the time to do the job right
  21. You have the best trained technicians
  22. You are the low price company
  23. You are a tropical company
  24. You are associated with a particular color
  25. You are the company that offers the most personal service
  26. You are the company women trust and want to call
  27. You specialize in restaurant air conditioning and refrigeration work
  28. You are the IAQ expert
  29. You are the solar expert
  30. You are the company that’s excited about air conditioning
  31. You specialize in apartments
  32. You are the giving company (i.e., you make donations for every sale)
  33. You are the company that treats everyone like family
  34. You are the environmentally responsible company
  35. You specialize in production residential new construction
  36. You have the cleanest technicians
  37. You specialize in computer rooms

Are some of these redundant?  Yes.  Are there other ways to differentiate?  Absolutely.  How you differentiate should reflect your company, its personality, your capabilities, your market, and your customers.  Pick something.  Hopefully, you can pick something meaningful.  If not, still pick something.  And communicate it consistently and constantly.

For more information on branding, marketing, and standing out from the crowd, join the Service Roundtable – HVAC’s largest and most affordable business alliance.  Learn more at (check out the FREE STUFF) or call toll free 877.262.3341 and ask for a tour.

About the Author

Matt Michel | Chief Executive Officer

Matt Michel was a co-founder and CEO of the Service Roundtable ( The Service Roundtable is an organization founded to help contractors improve their sales, marketing, operations, and profitability. The Service Nation Alliance is a part of this overall organization. Matt was inducted into the Contracting Business HVAC Hall of Fame in 2015. He is now an author and rancher.