Closing HVAC leads faster can translate to quicker sales wins, and in the HVAC industry, it also means gaining a new potential customer who would most likely require repeat service.
So the question is how an HVAC company can tap into the potential of their business by closing leads and converting more clients?
Valve+Meter Performance Marketing knows how closing leads can boost company revenue and how making a few small changes to the way you respond to your HVAC leads can help you close more leads and acquire more customers.
How to Respond to HVAC Leads
How you respond to your HVAC leads will directly affect whether or not you close those leads and acquire a new customer. The first and most vital thing to do with your HVAC leads is to respond to each and every lead you receive.
Responding to the original lead will be the first interaction the potential customer has with your company, and seizing on each opportunity can be the difference between a full workload for your technicians and idle trucks.
Respond Quickly to Close More HVAC Leads
A quick response is essential to closing more leads. Your callback response to a lead should be no more than five minutes after the original call. You are 22 times more likely to close a lead if you make contact within five minutes.
Each minute you exceed the maximum response time, you are decreasing your rate of conversion by seven times when trying to get a lead to respond in the first hour.
The fact is, most consumers will make their final decision by vetting multiple companies, especially when looking for an HVAC company for a new installation. This means they are likely to reach out to the next company on their list shortly after contacting your company.
By quickly contacting each lead, you show prospects the importance of earning their business before they contact other companies.
If you are a small business, take advantage of technology by implementing lead follow-up with field technicians on their smartphones. Remember, when you provide a quick follow-up, you will gain the best opportunity to close leads.
Create a Follow-Up Process for Closing HVAC Leads
Establishing a protocol for lead follow-up will help ensure you get the vital information you need. A step-by-step process will create consistent contact until the lead is converted, preventing you from losing out on a lead.
Create your process using the following steps to keep a steady flow of communication with your customer. This lets them know their business is important to you and to keep your company top of mind.
- Respond with a follow-up call in the first five minutes – Make sure to have a scripted follow-up procedure, which allows you to communicate the essential points about your company and gather the necessary information to answer their inquiry.
- Leave a scripted voicemail – Utilizing a scripted voicemail to thank the customer for their call and provide them with the best contact information.
- Make sure the script is friendly, and you personalize the message so the lead gets an authentic response.
- Follow up with an immediate text message – Start with a friendly text to provide the lead with additional ways to contact you if they need service or more information. Always make sure the text is monitored for responses and follow-up on questions or responses. Your messages should be a combination of both information and customer outreach.
- Follow up with a scripted email – Once you have left a text message and voicemail, follow up with an email. This will provide the prospect with multiple ways to contact your company and ensure they have all the contact information they need.
- Same-day callback – If you have contacted the customer in the morning and have not received a response, you should follow up with an afternoon call.
- Twice-day callback – Continue to follow up with your HVAC leads twice a day for the next three days, leaving a voicemail each time, complete with callback details. Be sure your message is friendly, and upbeat and lets the customer know you want to provide the products or services they need.
Best Practices for Closing HVAC Leads
When responding to HVAC leads, use these best practices to help you provide the best follow-up. Gather the necessary information and create a welcoming and helpful environment inviting prospects. When responding to leads, you should always:
- Personalize your customer’s experience to be able to stand out from the competition – It is essential to realize prospects looking to install an HVAC system will likely contact other competitors to compare costs before making a final decision. This makes it important for you to stand out from your competitors and create a more compelling reason for them to give you their business. Also, use your customer’s name and find out what needs they are trying to address. This will allow you to make better suggestions and find the right solution for them.
- Stay in contact – While you don’t want to bug a prospect, it is vital to maintain contact. Customers may start researching purchases, especially those with higher costs, well before they plan on actually making the leap to purchasing. This will allow you to build the relationship, keep your company brand in the customer’s mind and be available when they have questions or decide to make their purchase.
- Always be friendly – Response to leads is the first interaction a prospect with have with your company’s brand, and the one you use will set the tone for the entire process. Always be considerate of situations they have, whether financial or scheduling issues. Be intentional as you provide the best solution to accommodate.
- Schedule appointments for their convenience – While you may have spots to fill on a schedule, it is vital to meet your customer’s convenience. Many consumers are busy and often looking for a company to cater to their needs and schedules. This flexibility may help your company stand out from others as well.
- Present yourself as an industry expert – There are multiple companies that provide HVAC services, and distinguishing yourself from the competition can be difficult. Trust is important when choosing a company to address your needs. The more knowledgeable a company is, the more likely the prospect will feel confident working with them to solve their specific HVAC issues.
Take HVAC Leads to Conversion with Valve+Meter
If you suspect your HVAC leads response is preventing you from successful lead conversion, it is vital to determine where your team is falling short. Do they struggle with their response time? Are there problems with their approach to the responses? Are they not providing enough follow-up? Let’s discuss!