Stuck with a Skeptical Audience? Lower Their Defenses with
takes years to build, seconds to break and forever to
repair.” While this phrase typically applies to personal
relationships, it can also describe the connection between
HVAC contractors and consumers.
Customers are naturally skeptical. After being burned by
other service providers one too many times, consumers
approach HVAC businesses with a shield of apprehension. In
order to convey trust, contractors can leverage their brand,
ensuring customers that their business is built on
reliability, sincerity and, most importantly, integrity.
Ditch the Sales Pitch
An overdone sales pitch does more than put leads to sleep;
it also raises immediate distrust for the business. Rather
than overwhelm customers with information overload, let the
brand do the talking.
Content marketing is an effective tactic that involves
storytelling. It helps businesses provide the information
that clients are seeking, without resorting to sales
verbiage. Many marketing agencies specialize in content
marketing services and craft compelling stories that end
with a specific call to action.
A New Meaning to Face Value
When a homeowner or business owner needs HVAC services,
their individual needs and preferences are their top
Advertisements and website designs should act as a mirror.
No matter who looks at them, consumers should be able to see
themselves in the big picture—somehow, somewhere.
One of the best ways to achieve this mirror effect is
through stock photography that reflects the company’s
clientele. By showing people in real-life situations,
businesses build a connection with potential customers. When
people can relate to what they’re seeing, it increases the
likelihood that they’ll pick up the phone and call.
Those Little Things Aren’t So Little
Before customers commit to a business, they take everything
into consideration. Unfortunately, many companies fail to
address the minor elements that matter.
Consumers are especially wary of the HVAC industry; many
already have a predisposition that these businesses hire
unqualified workers. To contradict these notions, an HVAC
company must appear professional through every marketing
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can invest in beautifully designed websites that offer the
most advanced web features. However, if the pages are poorly
written and loaded with grammatical errors, customers will
care little about the website’s appearance.
Whether it’s on the company website or in print collateral,
ensure that the business’s contact information is visible
Correct punctuation and spelling speaks volumes about a
business. With nothing else to go on, customers will
correlate a business’s grammar with its service
capabilities. Far too often, customers will leave a website,
saying to themselves, “If they can’t even get their grammar
right, they’re not going to repair my air conditioner right,
Don’t lose leads because of something as mendable as
punctuation. By covering all bases and proving intellect,
HVAC businesses can present a trustworthy image.
Another element that should be prioritized is contact
information. If a customer has to reach the ends of the
earth for this information, then they’re never going to
begin the journey. Whether it’s on the company website or in
print collateral, ensure that the business’s contact
information is visible and clear.
The Secret Weapon: Customer Testimonials
A business can go the distance trying to promote its
credibility. But at the end of the day, there comes a point
when consumers want to hear from other consumers. For this
reason, customer testimonials are powerful tools.
According to a recent survey, 88 percent of people
occasionally check reviews before making a purchase, and 39
percent regularly check them before buying anything.
With these high numbers, it’s impossible to deny the value
of customer reviews. If an HVAC company already has a
positive reputation, it should promote customer testimonials
on the homepage. It seems like a small change, but it can
make all the difference for leads that are on the fence.
Overcoming the Trust Hurdle
Conveying trust can be a challenge. But, with the right
marketing tactics and strategy, HVAC businesses can connect
with a skeptical audience. By putting consumers first and
addressing their pain points, a company can engage its
customers to get business booming.
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