How to Build Customer Loyalty with System Tune-Ups

During this October’s Coaches’ Counsel Q&A, a HVAC Contractor in West Virginia asked:

“I need to know how to buid customer loyalty, my customers keep coming to me once and then going somewhere else that’s cheaper.”

Tim Williamson of Contractor University’s Next Level Coaching program started by saying that tune-up specials are primarily focused on improving the customer experience.

Tune-ups can pose a profitability challenge for contractors because they are typically the lowest ticket item a service company can offer. However, Williamson argues that by performing diagnostics and tune-ups for your customers, you’re also increasing the amount of times your customers interact with your company. By increasing your visibility in the eyes of your customers, you are also demonstrating the value of staying loyal customers to your service company.

“How do we make the customer feel when we interact with them?” asked Williamson. “Part of it is taking our time, do a thorough evaluation and inspection, even if it isn’t our biggest moneymaker.”

Aside from creating a better customer experience and another level of interaction with a customer, tune-ups serve can serve an early role in a later sales process as well.

“We also inform them and educate them, and during a tune-up you can have technicians identify those points of future failure,” said Williamson. “Informing the customer and then letting the customer make the decision about what’s right for them.”

Contractor University members can register for upcoming Coaches’ Counsel sessions by visting the Contractor University event calendar.