When it comes to marketing, technicians are one of the most effective ways to get you more business — and making sure they're taking advantage of your maintenance agreements can result in plenty of profit for you.
Maintenance agreements help build relationships and establish trust between the company and the customer. Once this is established, the customer believes the benefits are worth a lot more than what he or she is paying for and is more likely to follow a technician's recommendation. Also, the price won’t be the biggest factor that the customer considers when looking to upgrade. So maintenance agreements present a ripe opportunity for technicians to take advantage of.
Following are some tips to help your technicians implement successful marketing tactics through existing maintenance agreements:
1. Start with a bonus. Let’s say that the company pays $600 in advertising. Compare that to paying a technician a $75 bonus if he or she sells a recommended product to a customer — that’s a small fraction of the advertising cost!
2. Strike when the opportunity's hot. If you have successfully sold maintenance agreements, a technician is guaranteed to be at a customer's home at least twice a year. Make sure your technicians are using those opportunities to suggest upgrades or accessories.
3. Build trust. Your company should develop a relationship with the customer that the technician can take advantage of. A customer is more likely to purchase a product if it comes via the technician’s recommendation instead of through advertising.
4. Educate customers. For technicians, spending time going through newer products on the market can pay off. This education leads to a higher closing rate and a higher equipment sales average, especially when the customer is replacing older equipment.
Technicians are the company’s most cost-effective and important marketing resource. By taking advantage of maintenance agreement tune-ups throughout the year and service calls, technicians can master the art of selling to the public and generate plenty of revenue for the dealer.
Read more about trending topics in the HVAC industry on the HVAC Learning Solutions blog.
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