Seven Ways Analog Marketing Can Be Used To Generate Cash in Plumbing and HVACR
People are optimistic right now. They are starting to open their wallets and spend money. Let’s assume you get optimistic, too. You set a goal of increasing sales by $250,000 this year. This means, on average, you will need $25,000 in cash to grow by $250,000.
Where does this cash go? Into trucks, inventory, tools, office overhead, and more. Assuming you have to cash to grow, here are seven places to look for additional revenues.
Your client files are a gold mine. Go through your service tickets. You will find additional work. Or, go through tickler files. These files are created, on paper or electronically, when a technician suggests repairs that could be done that the client chooses not to get done at the time of service. Or, go through proposals where the potential client said “I have to think about it” and never did anything. Call these potential clients. You might get some sales as a result.
Work out an agreement with restaurants for gift cards in exchange for maintenance. You need gift cards for your referral clients. Restaurants need maintenance. This is the perfect exchange. In addition, the restaurants get new customers who usually spend more than the gift card. You get maintenance and the repair work.
Call your maintenance and non-maintenance agreement clients who have not either had their systems serviced or renewed in the past two years. Express concern that your records show that maintenance has not been performed and that they are probably experiencing higher utility bills than they should.
Offer a special for past customers to get back into the home. Have the technician educate your clients on the need for maintenance when they are at the client’s home. When the client renews the maintenance agreement, the technician gets a SPIFF for that renewal.
Send a letter to all of your clients who have HVAC systems that are 10 years old or older. Give them a reason to replace their systems now. It could be special manufacturer rebates or same as cash offers. Put the letter in a colored envelope, hand address it, put a stamp on it, and mail on Mondays. Begin following up on Wednesdays.
Have coupons located in specific areas on your website. For example, when you write about IAQ products, have a coupon on the same page for an IAQ product. When you write about maintenance agreements, have a coupon on that page for maintenance (or service). Lead your clients to your website with a postcard or other mailing piece. When the client calls, your message on hold and/or the person answering the telephone should direct your client to your website. The message on hold or person should tell the caller that there are coupons on the website.
If you work with commercial clients, offer to do a “lunch and learn” for those employees. Bring lunch and give them suggestions to increase the comfort in their home. Ask for the maintenance agreement enrollment at that time - but do NOT make it a sales pitch. The fact you are taking care of the company’s building increases the likelihood that the employees will invest too.
Keep your employees happy. This is an internal marketing activity. It affects external customers. A happy employee will answer the telephone in a positive manner. A happy field employee will be more pleasant on the job. Clients can sense whether an employee is happy with his job. And, happy employees lead to happy clients who spend more.
You’ll notice most of these activities say “Call” in addition to “send a postcard or letter.” You will have much better results when you follow up a direct mail piece with a phone call. By calling you have direct contact with your clients and you can answer any questions immediately. Many times your clients have “great intentions to call” but life got in the way. The first few calls are the toughest. Once you get into the habit, you’ll enjoy talking with your clients and helping them be more comfortable in their homes.
If your goal is to increase sales in 2017, these are seven ways to accomplish that goal. Just make sure you have enough cash saved to grow.