As an HVAC provider, you have 3 money making trends working
in your favor. This "perfect storm" is great news for the HVAC
industry.
Firstly, as I mentioned in my last post about the powerful
use of forms, the HVAC business is a huge industry, and the industry continues
to grow larger every year. It is
actually growing faster than the US economy. This is great news if you can
position your company to take advantage of that growth. That is what I am
trying to help you do with this blog.
Secondly, a lot of the installed HVAC systems are aging out.
Many of them were installed in the 70s and 80s and are starting to show their
age. Thirty to forty years is a lot to ask of equipment that is running every
day. Every year we see a record number of service calls on these old systems.
Often it is just a repair ticket, but sometimes the whole system needs to be
replaced. This trend will only increase as time advances.
The third component of this "perfect storm" is
that the baby boomers are aging out of the workforce and selling their homes.
These older guys are often the same people who had the HVAC systems installed
in the first place. And now, the up and coming managers (or new homeowners)
don't have any idea who to reach out to for the service call when their HVAC
systems need repair or replacement. They are reduced to playing "Google
Search Roulette" and the first guy they call usually gets the work. Who do
you think they would call if the original HVAC provider had left their name and
contact info affixed to the system? They would obviously call the name they
read printed on the system. The perfect way to get your name on the HVAC system
is to apply a service sticker with your info on it sending the buyer back to
you. And the great thing about it is that it doesn't even need to be a system
that you installed. You can put your service labels on any system that you
encounter in an inspection, repair, or casual encounter.
A Lesson Learned from Florida
Last June, Ricky at LaserLine HVAC in Lakeland FL received a
call for emergency service on an older system in his city. A Lakeland furniture
manufacturer called on a really hot Florida day because their A/C wasn't
putting out cold air. That can spell disaster for a Florida manufacturer at the
beginning of Summer. His office people and assemblers were literally dripping
with sweat and were about to head home early. Something needed to be done right
away. Ricky rushed over to the facility
to see what the problem was. This was a large three-story facility, and the
HVAC system was also quite sizeable - and it was originally installed in the
mid-1980s.
He discovered the problem rather quickly, and it was
actually an easy fix. He was able to repair it quickly. The flustered manager
was very relieved and appreciative. And since Ricky was already there, he told
the plant manager that he could do a free systemwide inspection to see if there
were any other pending problems. The plant manager was entirely in favor of
that idea and gave an enthusiastic go-ahead.
Ricky started on the HVAC unit. He inspected it inside and
out and continued the inspection of their entire system on all three floors. He
visually checked all his ductwork and individual controls in each zone. And as
he did, he went along and applied LaserLine HVAC labels on the unit. He didn't
do it in secret, but he made a little show of it, marking the "date
inspected" on every label. His rule is to make sure that you could see one
of these labels from any spot in the system. LaserLine HVAC offers a "free
system inspection," and he made sure that during his inspection, he left
his contact info throughout the facility for when they needed a follow up
service call. Remember this wasn't "his" system. It actually was the
first time he'd seen it. Another HVAC company had done the installation years
ago. And by applying his service labels, he wasn't claiming it to be his unit.
He was simply letting them know where to call for maintenance next time the
need arose.
At the conclusion of any inspection, he always tells the
customer that he had put contact information stickers in different locations
throughout the system with the current date, so they will know what has been
inspected and when he was there. The customer actually appreciates that - they
like it. It saves them time the next time they run into a problem. It is a very
inexpensive but effective marketing effort for Ricky, all of his contact info
is spread throughout their entire HVAC entire system. The next time they're
going to need service, they won't be spinning the "Google Search
Roulette" wheel but will instead be calling his number.
Different Kind of Service Labels
At VALUE PRINTING, we know the marketing power of HVAC
service stickers. We provide several different types of service labels, and
each has a different application. Some are considered to be
"marketing" stickers, and others are more like "service"
stickers. Our view is that the best kind of marketing is excellent service
combined with professional labels and forms which allow you to provide that
high level of service.
These are the most common types of stickers:
• Full-Color Vinyl Service
Stickers - very professional looking sticker and they should go on every box or
package that leaves your facility. Not just for boxes and packages that you
ship out with UPS but even when your service reps are carrying the box out by
hand. Always put a full-color vinyl sticker on it. It is the least expensive,
professional marketing that you can purchase.
• Vinyl Service Stickers
- these are usually printed in 1 or 2 ink colors with your logo. All individual
parts inside the boxes should have one of these affixed to them. You never know
where these parts are going to travel and having your name on them might give
you inexpensive marketing in a place you never expected.
• Economy Vinyl Service
Labels - these are a smaller sticker, usually printed in single color ink. More
of a utility sticker (part numbers, part description, or date manufactured,
etc.) these should always have your name and contact info. They are great when
used as "a piece of tape" to affix a note, seal an envelope closed,
or "taping" a bag shut.
• Weatherproof Labels
and Decals - Is there a place that is going to be exposed to the outdoors?
These weatherproof service labels have an extra "top coat" laminate
so they will last a long time. You can't beat the long-term, low cost of this
kind of marketing.
• Economy Service
labels - these are the traditional "workhorse" labels. The base of
these are made out of paper, and you have your options for the surface
composition. For some applications, you would be best served by a flat
(non-glossy) surface - easier to write on using a pen or pencil but not
designed to last a long time. Definitely not appropriate for "heavy
service" use. There are also gloss and high-gloss finishes available.
Presenting a variety of sticker formats to your customer
will give the impression that you are organized and in total control of your
inventory and other systems.
HVAC Providers Have an Unusual Marketing Position
As an HVAC provider, you have a marketing opportunity that
not many industries have.
• Your product is
made up of many individual parts that are spread across a facility or home.
• They are always
custom installed and assembled by a professional installer.
• When the system
is working well, it operates quietly in the background without anyone noticing.
But, when it breaks it's an emergency situation needing immediate attention.
• Putting
advertising stickers throughout the system is considered helpful and is
welcomed.
Combined with Forms
In my previous post, we discussed the utility and marketing
value of forms. Combining these forms with the liberal use of service labels is
a winning combination. Then it's time to deliver an invoice, or any paperwork
(inspection report, invoice, engineering proposal, or quote) makes sure there
is a label on the form - with the date of inspection. Include 2 or 3 unused
stickers for the customer to apply where they want them.
It's a very
inexpensive but very effective marketing habit. Choosing the right kind of label
or decal to go along with the forms you are using is a "nearly free"
form of advertising. The customer will appreciate you using them. And because
they remain in place, sometimes for years, stickers will outlast almost any
other kind of marketing - jumping out right at the moment of need.
So here is…
Your New " Service Label " Checklist
Rule #1 - All correspondence that leaves your facility has a
service sticker on it.
Rule #2 - All boxes or bags that leave your facility have a service
label.
Rule #3 - All hand-delivered forms are accompanied by at
least 2 unused stickers.
Rule #4 - All parts have at least a small service label on
them.
Rule #5 - When you are inspecting a system, apply stickers
to various parts of it.
Rule #6 - Use small labels with your company name instead of
tape.