How often do you ask yourself how to make the most of your relentless ambition to succeed? Earning customers’ trust at first sight and meeting their expectations after they book a call are very different things. Regardless of the quality of your service, first impressions matter. So, how do you reinvent your brand in order to redefine the values and character of your business? The 7th installment of our “Reinvent Your Message, Marketing and Mindset” webinar series discussed how home services businesses can achieve accelerated results by using emotion and consumer psychology to their advantage.
Crafting a winning brand perception doesn’t happen overnight, and it certainly doesn’t materialize without a solid plan. It’s all about consistency and repetition. You may be wondering how. Well, the answer is that you should start by identifying your priorities, and figuring out how you can do the right things, in the right order and at the right time. Begin by asking yourself the following questions:
What’s working in your business? → Do MORE of it
What’s not working? → Stop allocating time and money
What are your next steps? → Find out what you should be doing instead
Should you strive for perfection? It depends. The likelihood that a company has NOTHING to modify is slim to none, and while it’s true that the name of the business game is continuous improvement as opposed to perfection, for most HVAC, plumbing and electrical businesses there’s plenty of room for improvement.
Jennifer Bagley, our CEO here at hvac marketing company is back this week to help you start working on your business instead of in it. Doing more of what is actually working and less of what isn’t, while also finding out what you aren’t doing that you should is something that requires experience, flexibility, introspection and practice. If you’ve been there, and you’ve done that, the time has come for you to leverage our free tools and strategy sessions to figure out what’s the next step in your journey.
Your client base is as diverse as our webinar attendees. Everybody has their own take on what you should be doing. Make a conscious decision on how you want the information provided here today to serve you and your business for the long haul.
Much like your employees, customer personalities will always be different and realizing how to handle each personality type marks the start to great communication.
Engage Your Team to WOW
Brigham Dickinson, the president and founder of Power Selling Pros kicked off the discussion on Pattern For Excellence. Relationships are built on mutual respect, and the first step in the process is reaching common ground. There’s several things you can do to become a better listener (and salesman) today! A pattern for excellence has as an overarching goal to create a WOW experience for your customers. Emotion is the driving force behind conversions and sales. Learn how to connect on an emotional level with your customers. Become a great listener by being attentive to the details. Show the customer that you are understanding and feeling what they are saying. Show that you care through your tone and mannerisms. If a client is unhappy with you, the best way to approach the situation is to find out what is missing through customer engagement. Brigham’s work is the type of training that will take your team to the next level.
Positive Attitude Attracts Positive Outcomes
The question is how do you take a sales model like this and adapt it into the situation we find ourselves in right now, where person to person contact is less likely. Regardless of the status quo, our customers will always have both emotional and physical needs. You need to learn how to sell your business to your prospects the right way. You need to allow the customer to realize that you have their best interests at heart in all that you do and say. Always have a positive attitude and be solution oriented. This is true in any situation, but especially in the “new” normal.
The Importance of Positive Energy
Positive messages generate more attraction than those leading with a negative message. It may be difficult to be positive when the default in the industry is to be negative. This is exactly what you want so it is time to get comfortable with the uncomfortable. Standing out will ensure that you are noticed. After all, positivity breeds optimism, and this type of positive attitude is contagious. That’s how you make people want to go the extra mile in any type of interaction.
Your success rests on your own shoulders. Being positive has to start somewhere and it should be from within you. Take control and steer your own destiny. Your positive attitude will exude and rub off on your clients that are less positive. As this positive attitude spreads, it will be easier to work with your clients.
Every good idea starts somewhere. Focus on the journey, not just the outcome. Stay tuned in on the starting point and progress from there. Day by day you build onto your starting point, improve on it and eventually reach success. As the plan develops and changes and grows you will feel the positive glow. You can’t change the world around you but, you can change yourself, how you look at things and how you react to situations. It is really all about personal development and growth. If you choose to never stop progressing, the results will speak for themselves.
Significant Emotional Events
Significant emotional events affect how your business operates. What you probably don’t know though is that these type of grand and dramatic events don’t have to be there. It can all be prevented with a little bit of consistency. You are the leader, and you change yourself to ensure that your team follows suit. Now is not the time to lose business through preventable events for which there are viable solutions. There is no need to feel the pain of failure and loss. There are several other options that can guarantee results if you will only allow yourself to do what you already know you need to do.
Traffic Equals Leads
Traffic equates to more leads. If you aren’t getting any traffic to your offers there will be no resultant leads. High-converting websites and content are the two powerful magnets that will allow you the opportunity to connect with your clients. Don’t simply put up a site and hope for the best. Marketing plays a tremendous role in getting your name out there and into the search engine results. Put the correct things in place to ensure you get the leads and convert them into sales. Are you an option? Are you on page one of Google? When a client clicks onto your website are you easy to deal with? Are you the best company for the job at hand?
We always reap what we sow. You cannot keep doing the same things – have the same website, have the same branding and digital marketing strategies and expect to see a change in your business. Your company has to evolve with the intention of growing. If you keep doing what you are doing, you will keep getting the same lousy results. It is important to establish which is the area of priority to focus on now. You can’t deal with all the areas at one time. Select one, review that function, and make the necessary changes to refine it. Then, rinse and repeat. Keep improving and changing. Do this for each critical area in your business.
Get Comfortable Being Uncomfortable
At any given time in your business, there will be a whole lot of stuff that is broken, and there will also be a whole lot of stuff that isn’t broken. There isn’t anybody who has a flow of unlimited funds. Fixing one thing will always lead to something else breaking. Put out one fire today and be ready for the fire that will be started as a result. Identify what you are doing that is working and do more of it. Determine what you are doing that is hurting your business and do less of that. What do you need to do that you aren’t doing? This is not something you can take your eye off for even a second.
Don’t Undo The Good
One function that is undoing everything you are actively doing to grow your business is a website that is not secure. If Google identifies your website as not secure, it doesn’t matter what you are doing and how much you are paying, customers won’t fill out any forms on your site. What they will do instead is move on to a site that is secure. This is an example of a function that needs to be prioritized and worked on. There are a number of functions that have this determining effect. Identify these, analyze and make the necessary changes.
Your page needs to be a mirror of the customers that will visit your site. People want to see themselves and not some unrealistic family or situation. If the website reflects the customer you can rest assured the content will follow suit. From an engagement point of view, your website must be a realistic version of the customer visiting it. Don’t portray the unobtainable and the unrealistic. Customers want to see something they can actually imagine themselves realistically and authentically aspiring to be.
Your brand speaks of who you are!
Remember that you can’t get to everything at once. Focus on one area at a time as finance allows. Select the function you think is most important right now and ignore all the rest. When you have more funds, select another function. Continue in this manner and progress, grow, change, adjust and improve constantly.
Take Your Branding Game To The Next Level
What does it take to build a customer-centric hvac marketing strategies? It is important to make the customer feel like the hero in the story. You are not the hero, and you need to remember this. Figure out how to be the Robin to your customer’s Batman and lock their trust without effort.
Your values should reflect who you are as a company, but you need to leave some room for the folks who actually pay the bills. You have all the ingredients to build something formidable as long as you don’t go overboard. Keep your promises to your customers. Don’t speak with empty words. This is how you build a relationship based on trust.
Building a business is a systematic process. Reach out to our team today so we can show you how value-based selling can give you the superhuman ability to make complicated things simple.
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