BDR Coaches Corner: Communicating the Value of Your Maintenance Agreement Program
Communicating the Value of Your Maintenance Agreement Program
If something has “value,” it is considered to be important and worthwhile. You have two customers that need to understand the value of your maintenance program:
- Internal (All Team Members)
- External (Consumers)
This article will focus on building the value of your maintenance program with your internal team. They must believe in the importance of maintenance and your program. If your internal team believes in its value, they will better be able to communicate it.
Does your team believe that consumers should have maintenance on their system?
As a team, develop the list of reasons for the following:
- Why is maintenance needed for HVAC systems?
- Break down the technical reasons into “homeowner speak”
- What maintenance tasks should be done to ensure we keep the consumers equipment working properly?
- Download “Quality Maintenance of Residential HVAC Systems from the ACCA website
- Why should consumers purchase a maintenance program from your company?
- What are the benefits of the program?
Develop a library of 3rd party collateral
This should become part of your team’s language and translate to your sales and marketing materials.
- Review www.energystar.gov maintenance checklist information.
- It has an excellent way of speaking about the tasks that need to be done, the reasons why and puts it in language that homeowners can relate to.
Develop a brochure that outlines the benefits of the program
- It should be focused on the reasons why maintenance is important and the benefits your program offers.
Have a detailed task list
It should be required to be filled out for every maintenance visit:
- A copy is signed by the Technician, provided to the homeowner and a copy kept in our records.
- We need to be sure we are delivering on the promise of our program.
- Bring the team together and practice presenting the program.
- This needs to be done until everyone in the company can speak about the program with confidence.
- If your company offers discounts for a being on your program (not recommended) don’t highlight this as the top reason to buy. We have done a disservice in our industry by telling customers that they should buy a maintenance program from us because we will give them discounts.
- When an agreement is purchased based on the discounts, the retention rate is lowered and the reasons for having maintenance performed is devalued.
- Educate homeowners on the value and importance of taking care of the most expensive appliance in their home.
- Our entire company should bleed this belief.
Check your service delivery process
- Ensure your maintenance reminder process is developed and followed.
- Review your scheduling processes. Avoid overbooking and rescheduling when inclement weather hits.
- What are we telling our most important clients when we reschedule?
- At each maintenance visit, the Technician needs to review the task list, debrief the client on the condition of the equipment, re-confirm the excellent decision they made to keep up with the maintenance on their equipment, and ensure they renew the membership.
When our team can communicate the value of the program we are better armed to combat the low-price leaders in our industry. We need to hold our industry up and be proud of the valued service(s) we offer. This will require planning, consistent training and passion.
As Owners and Managers, communicating the value of your maintenance program really begins with our leadership and commitment to training our team. If your team believes, you will succeed with your customers.
Senior Service Coach & Trainer