As a home service provider, your field technicians are without a doubt, a critical component of your business. These individuals not only perform requested services, but they serve as a tangible representation of your brand. The impression left behind by your field techs can result in either a forgotten moment, or a repeat customer, so it is imperative that you build a relationship between your customers and your technicians.
It’s a surprising fact, but did you know that 43% of all search-related conversions happen over the phone, and 65% of businesses say that phone calls are their most fruitful source of leads, according to AdInsight?
Plumbing businesses have come a long way since ServiceTitan co-founder Vahe’s father started a plumbing company. Vahe saw first-hand how much hard work was involved in running a profitable business. As he grew up, he could see the problems small service businesses faced when it came to marketing and deciding where and when to spend marketing dollars that made sense.
One of the main questions you might have as the owner of a residential home service business is, “How well is my business performing?” You may know that your business is making money, but do you know how and why? Do you know if your marketing is effective, and how well your sales force is converting leads into sales?
As a home service company, one of the major aspects of your business are the men and women working out in the field. Service technicians tend to be the bread and butter of plumbing, HVAC and electrical service providers and, not only are these individuals tasked with nitty-gritty work, they also tend to be the first handshake between your customers and your business. With such a high level of importance, it is vital to the success of your company to understand exactly how your service techs are performing.
A critical action of any home service business is converting phone calls into booked jobs. Implementing marketing campaigns can potentially earn your business thousands of dollars, but if conversions aren’t taking place, you are lessening your marketing ROI. While not every call will guarantee a booked appointment, you can greatly increase your chances by taking steps to track efforts.
Running a profitable HVAC business requires more than just trained technicians and powerful equipment – it demands outstanding customer service to gain referrals from loyal individuals. While your field staff may shake the hands of your customers, your CSRs are typically the first contact consumers have with your business.
It’s true that the main priority of any HVAC service technician is the service, installation and repair of heating and air systems, but in order to optimize and grow your business, these highly trained individuals need to take on double duty. On-site sales of new products, complementary services and higher-end features can equate to more revenue and help position your techs as true experts in their craft. While clearly important, on-site HVAC sales are not as easy as a brochure and a sales speech, and careful consideration needs to occur in order to maximize efforts.
Not too long ago, marketing for service businesses was simple – place an ad in the local paper, wrap your truck with your phone number and get to work. Now, however, the power of the internet has further developed the marketing opportunities available for plumbing, electrical and HVAC service businesses, meaning the old way of thinking is fast becoming obsolete. It is not uncommon for home service providers to spend thousands of dollars on various marketing campaigns in an effort to generate calls, but each call brought in doesn’t necessarily equate to an increase in revenue.