Even though we still close at the kitchen table, the buying process has changed.

Long gone are the days of prospects and potential customers relying exclusively on the expertise and charisma of HVAC salesperson in order to make a purchase decision.

The internet has given consumers the game-changing ability to educate themselves about your product long before they contact you for a consultation. And, the better you take advantage of this trend and educate potential customers by “setting the table” in advance, the more likely you are to close the deal and increase company profits overall.

It All Starts With Content

Most homeowners looking to replace their heater or air conditioner will begin their “buyer’s journey” by doing research online - and you should be the one providing the content.

The better your content, the easier it is to establish your prospect’s trust and you’ll create a better qualified buyer in the process. This kind of “keyword rich” content also provides the added bonus of increasing your chances of being found in a relevant Google search.

Marketing-Funnels-Preview-WideExamples of Comfort Media Group HVAC marketing funnels and content installed on client websites (left to right): Carrier ductless funnel for ECI Comfort, case study module for NETR, Inc., & Bryant unitary funnel for RF Ohl.

Keep in mind that buyers aren’t just looking for information about the boxes you sell. However, providing educational material about non-traditional HVAC systems like ductless and high-velocity should definitely be a part of your content plan.

Provide enough content to ensure that you remove any confusion your prospect may have on their path to purchase. This includes videos on relevant topics, information about rebates and financing, case studies to show the work you’ve done in other homes in their neighborhood, and more.

A confused mind does nothing; or worse, says no. Adding this content to your website drastically increases the effectiveness of your online sales process, but the same content should also be used to bolster your offline sales process for the same reason.

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Setting the Table for Sales Success

We sell homeowners at their kitchen table, dining room table, or coffee table; and we do our best to close the job while we’re there. However, “setting the table” in advance makes a better user experience for the customer and makes it more likely we close the job.

Our own Don Lafferty explains the "setting the table" process and why we trust the process.

This portion of the process begins when a customer contacts your office to set an appointment. When setting the appointment your customer service representative can trigger an automated email to the prospect with links back to appropriate educational articles and videos on your website.

Using the right kind of email software, you can find out whether your prospect opened your automated email as well as whether they read your articles and watched your videos. If your prospect doesn’t read your articles or watch your videos, your salesperson or CSR can politely remind them to do so when calling to confirm the appointment.

ECI_STT_EmailIn this case, ECI Comfort sends an e-mail confirming a scheduled appointment with links to specific Mitsubishi ductless content on their website, including videos and information about how ductless works and about what the customer can expect to pay for a system.

When a prospect consumes this content it makes for a dramatically improved appointment. Instead of having a sales conversation you begin to have a true consultation with the homeowner where your advisors are answering questions from a better educated, more relaxed buyer.

Relying on your salesperson to begin the education process at the kitchen table when you could have began the process much earlier robs your employee of time that could better be suited answering any lingering questions and clearing up any doubt that still may exist.

Homeowners will appreciate that you valued their time and will trust your company and salesperson is working towards helping them make that “evidence based decision” and you aren’t trying to sell, sell, sell.

You’ve heard it before; people don’t like to be sold, but they love to buy.

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Dan Kelly

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