What is ZMOT (Zero Moment of Truth)? Can HVAC Contractors Master It?

What is the world is ZMOT and why should HVAC contractors care?

WHAT DOES THIS MEAN FOR HVAC CONTRACTORS?

Zero Moment of Truth means that buyers of heating and air conditioning products and services are not relying on your salespeople to answer their first question. Or their second question. Or the next one, or the next one, or the next one.

So where are they getting their information?

From review sites.
From manufacturer's websites.
From Internet wholesalers.
From their friends and their friends' friends through social media communities like Facebook, Instagram and Twitter.
And from your competitors.

You are allowing this to happen.

Buyers are doing Internet searches to find answers to their problems. They are not looking for you!

They are looking for solutions!

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You need to have articles on your website or blog with these exact words in this order in a story about one of your best installs in one of your best neighborhoods.

You need to have articles on your website answering every possible question one of your salespeople might ever possibly be asked.

And you need to do it in a way that's understandable, crystal clear, educational, and maybe even a little fun and interesting.

When your ideal buyer sits down to begin researching an upgrade to their home comfort system, or an answer to a problem they're having with their heater or air conditioner, will they find your competition, your one bad review, a price you can't beat, or will they find you teaching them how to be smarter, better buyers?