There are 5 basic types of customers that look for HVAC services as a homeowner: Quick Direct Hire, Reputation & Testimonial Follower, Product Amateur “Expert”, Social Media Addict, and the $ Bottom Liner
The Quick Direct Hire
This customer knows what they want and is ready to pay. Quick decision makers, they rely on referrals and word of mouth. Though they may do some research online, it will likely be quick just to get an overview of who provides what they need and what’s the best way to book the service. These people are short on time so they want a quick assessment of the problem from a qualified provider and clear-cut solution. They have no time for scheduling various competing companies coming in to do evaluations.
The Quick Direct Hire wants a straight forward, hassle-free diagnosis and solution. This type of homeowner is willing to pay for quality and convenience in HVAC service.
Reputation & Testimonial Follower
This type of homeowner will spend time comparing websites, ratings and customer reviews because they are mainly concerned with what to expect if they decide to use your service or buy your product. They need to be assured that the job will be done correctly the first time around; they will not be taken or left with a problem. When this customer looks at the company website, they’ll feel put at ease if they see that the company has longevity, has important affiliations, current certifications and positive customer testimonials.
The Reputation & Testimonial Followers want to be assured that you’re the best in the business because you offer trustworthy, quality service.
Product Amateur “Expert”
This homeowner is driven to know “everything” possible on the equipment or products that are being used. They will do exhaustive research comparing various brands of equipment, warranties, and techniques, so they feel well-informed to select which HVAC company to engage. This customer needs to see lots of information on the website about equipment brands your company uses and why this is the preference. The more information that is displayed on the company website, the longer these customers stay on your website, the more they feel assured that your company and sales staff really know their stuff.
When the Product Amateur “Expert” calls in to speak with a salesperson, they are expecting someone that can speak confidently about the equipment your company uses and the services you provide.
Social Media Addicts
Social Media informed customers will do online research, but temper it with polling and word of mouth referrals from fellow social media followers. These customers are usually younger, very active on Facebook and Twitter and rely on FB company pages, posts and tweets to weigh quick feedback on the general feeling for a company and the services they offer. They want to see the company is on the cutting edge in this area, which could mean they are up to date with their equipment and techniques.
For this potential customer, it’s important to see that your company actively posts in social media and is comfortable with communicating this way.
$ Bottom Liner
These people are first and mostly concerned with price. For them dollars is what it all boils down to. This customer can be difficult to deal with because they tend to search the company website for terms like affordable, low-cost, cheap alternatives. They want to feel that the amount they are saving by choosing your company or services makes this a wise choice either up front or in the end. Usually this customer will have a general idea of the pricing on service or parts, but they do not add in the price of your expertise and the superior product selection.
The $ Bottom Liner must be convinced that by choosing your company, they will get the absolute best value for their money spent. They’d be happier still if they’re able to make use of discounts, coupons and price matching.
At 75 Degrees, we take pride in being able to assist to each type of potential customer, because in the end we strive to provide the best options possible so everyone is happy.
We do it once and do it right!