BUS | 10 Proven Ways for HVAC Companies to Generate Leads
August, 14th 2017 Comments Views
By Ryan Holden
Because we live in the middle of the most competitive business environment that has ever existed, it is critical that you fill your sales funnel and your sales process with as many prospects and leads as humanly possible.
The HVAC industry in particular is tremendously cutthroat. Competitors are always popping up left and right, undercutting prices, and using some pretty shady practices to steal as many of your customers as they can. Thankfully, you don’t have to resort to that kind of nonsense to compete – and succeed – in the world of HVAC services, especially if you use the 10 proven ways for HVAC companies to generate leads that we highlight below.
Use this information in this quick guide to accelerate your sales process, to get better and higher paying customers and clients, and to create the kind of HVAC business (and financial future) that you deserve!
Be Smart about How You Time Your Advertising
A lot of HVAC companies think that they have to advertise aggressively in the summer or the winter, but the truth of the matter is if you start advertising in those months you’ll end up missing out on a lot of business you would have won by advertising just ahead of those seasons.
Take Advantage of Direct Mail
Online advertising is a huge boost to any business, but you’d have to be at least a bit crazy not to take advantage of everything that direct mail – and especially direct mail postcards – have to offer. It’s possible to generate a sky high return on your investment when you use this advertising approach.
Get the Top Apot on Google
Google advertising is a big part of modern business success today, and rather than hope for your organic listings to climb up the rankings you’ll want to instead spend as much of your online budget as you can on pay per click advertising with Google. This kind of approach will guarantee you get the top spot, and can catapult your business to incredible success.
Make Sure Every Part of Your Lead Generation Campaign is Perfected
Creating wonderful postcards, advertising online, and utilizing pay per click advertising is only one small piece of the puzzle. You also have to make sure that your lead generation campaign directs to sales pages, salespeople, or sales funnels that are all designed to build and support your business as well.
Follow-up, Follow-up, Follow-up!
At the end of the day, build up your business on the back of just a single contact with potential prospects – and that’s not what lead generation campaigns are all about, anyway. You want to do everything you can to collect more information about your prospects with every “touch”, and then you want to follow with more in-depth, more targeted, and more tested advertising campaigns to convince those people to become prospects, then customers, and then repeat clients.
Take Full Advantage of Everything that Testimonials Have to Offer
Proof is the name of the game when it comes to advertising and marketing your HVAC services, especially when you are in a competitive industry or market like this. Everyone is going to be saying anything and everything they can to win new business, and prospects understand and recognize that this kind of overpromising and under delivering happens all the time.
By taking full advantage of everything that testimonials and reviews have to offer you’re able to skyrocket your success. Your potential prospects may not believe the promises that you make, but they are much more likely to believe the exact same promises made by customers that have used your services in the past.
Set Up and Utilize Referral Programs
Even though there are some amazing new advertising and marketing approaches available to small business owners, especially those in the HVAC community, word-of-mouth advertising remains one of the most effective ways to build up your business. You’ll want to turn your best clients in your best customers into your best salespeople by encouraging them – and potentially even bribing them with different kinds of rewards – to refer people to your business and make it really worth their while.
These kinds of referral programs can transform your business results almost overnight in a way that few other lead generation systems can.
Systemize as Much of Your Marketing as You are Able To
By systemizing your marketing, and creating a real template it kind of approach to finding, contacting, and converting new prospects into paying customers you are going to be able to reduce a lot of the extra time and extra expense that “willy-nilly” marketing and advertising inevitably brings to the table. On top of that, you’ll be able to produce much higher quality returns on investment, a much more predictable lead generation system, and the opportunity to boost your business on demand by increasing your marketing budget as part of the system.
Dig into Your Network
Networking is a fantastic tool for building B2B connections, but you don’t want to miss out on all of the potential marketing opportunities that networking has for HVAC Company – especially if you work on both the commercial and residential sides of the fence.
You’ll want to reach out to your network, let them know that you are in this kind of business in the first place, and then leverage your contacts as much as you can to improve your business along the way.
Steal Good Lead Generation Ideas from Other Industries
Some of the best and biggest marketing breakthroughs you’re ever going to have are going to be breakthroughs that you pick up from other markets, other industries, and other companies that have absolutely nothing whatsoever to do with the HVAC industry itself.
Become a sponge and try to learn as much about lead generation as you can from the real estate world, the retail world, the insurance sales world, the construction world, the online world, and any other industry that has to go out and prospect for new clients on a regular basis.
Ryan Holden is a former HVAC Technician and Director of Progressive Heating & Air based in San Diego.