5 Ways to Communicate the Value of Your Maintenance Agreement Program
JENNIFER SHOOSHANIAN
BDR Sr. Service Coach
The definition of value can be broad. But if we break it down, it really means that when you value something, you consider it to be important and worthwhile, you hold it in high regard, or you use it to determine how much something is worth.
You have two customers who need to understand the value of your maintenance program: internal (all team members) and external (consumers). Start with your internal team. They must first believe in the importance of maintenance and your program. If your internal team believes in its value, they will be able to better communicate it to your clients.
Help Your Internal & External Customers Understand the Importance of Maintenance
- 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 consumer’s equipment working properly?
- Why should consumers purchase a maintenance program from your company?
- What are the benefits of the program?
Develop a Brochure Highlighting Program Benefits
- It should be focused on the reasons why maintenance is important and the benefits your program offers.
Detailed Task List Required 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.
Skill Play, Skill Play, Skill Play!
- 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.
Don’t Rely on Discounts to Sell Agreements
- If your company offers discounts for 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 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 are devalued.
- We need to educate homeowners on the value and importance of maintaining the most expensive appliances in their homes.
When our team can communicate the program’s value, 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.
Check out BDR’s Residential Maintenance workshop to learn more about establishing a successful residential maintenance program that will position your company for recurring revenue and future replacement sales.
Wahoo!
About the Author
With over three decades in HVAC Service Operations Management, Jennifer Shooshanian is one of the most knowledgeable and accomplished service performance experts in America. Since joining BDR, she has been instrumental in the co-development of the Service Training and Coaching programs. Jennifer has a proven track record of helping c