1. Appearance and Credibility – Big one here. I don’t care how technically skilled you are, a sloppy, unprofessional look gives the same perception to your work. I don’t make the rules, buyers do.

Credibility enhancers for first-time callers include handing them a Green Sheet (summarization of what you do, why you’re different, testimonials on reverse telling why you’re better) a newsletter, a business card. Bump it up with shoe covers and a logoed work mat as you choose. Lots of credibility added, with very little scripting, and even less cash. Good combo.

And remember, this doesn’t just go for technicians. The company’s image, brand, website and social media all need to be clean, trustworthy and credible.

2. Needs Analysis – Depending on the nature of the call, your tech can spend from 2-10 minutes here, but various “pain identifiers” should be noted and trained to resolve. If the homeowner says, “This is the 3rd time this has happened,” or “This room always seems hotter,” or “My children both have allergies,” or anything to trigger a more permanent solution, your techs have a service obligation to solve it.

A nodding, listening tech has a great power of presence. When the homeowner extends trust, the tech’s natural credibility, with some gift of communication, can score conversion percentages that’d make many “salespeople” blush. That’s why the options presented are often presented back to the tech as: “Well, what would you do?” That’s the homeowner closing themselves, and an ultimate acceptance of trust, never to be abused.

3. Option presentation – Once diagnosed, your tech should present 3 basic options. The options are: Repair (fix broken item), Replace (replace unit or system), Upgrade (convert to better unit or system). Define these as you like, and offer them every time. You’ll be amazed at the difference in your profit picture.

Likewise, any Maintenance Agreement option should be given on each call, using a simple “transition” question, such as “Do you mind if I show you a way to save 10% in 10 seconds?” to which only the certifiably insane answers “no.”

If this has been done well, your tech will leave with more sales from happier homeowners, and his or her esteem will be heightened as well. He can attempt to convert the non-yesses, or better yet, let the CSR offer a follow up effort, generally with an Agreement purchase to off-set pricing sensitivity. That brings me to…

4. Follow-up – The tech will document that the “A/C Repair, Replace, Upgrade and Agreement” was offered, the response given, and hand-off to the CSR. The CSR does a quick follow-up call which starts off as a “Thanks and Satisfaction Survey.” Why? If the service call went poorly, any follow-up to ‘sell’ will go even worse. Find out first, then go for the upsell.

Also, prudent follow-up should include a thank you card from the company (which includes a bump for referrals), a newsletter thereafter, and at least twice-a-year service postcards or letters. This is all part of keeping them in the “system” of service offerings, enhancing the relationship, retention and revenues.

Consider using emails to generate interest in upcoming promotions and discounts. Then they should point the customer to a link within the email that will take them directly to online sales surge letters (that hits the benefits of the offer).

Bottom Line

In pure dollar terms, if you average 50 calls a day in the summer, adding $90 to the average ticket will generate $270,000 of untapped sales in just 12 weeks. And those are very conservative figures; the sky – or their training – is the limit.

This summer season will make or break many contractors. Maximize your opportunities with excellent marketing up front, a well-trained tech in the middle, with outstanding follow up and retention on the back end, and you’ll likely jump your business to the elusive “next level.”