Coaches Corner: 5 Ways to Communicate the Value of Your Maintenance Agreement Program

Coaches Corner February 2020, Jennifer Shooshanian

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 it is a way of determining how much something is worth. 

You have two customers that need to understand the value of your maintenance program:  internal (all team members) and external (consumers). Start with your internal team. They must believe in the importance of maintenance and your program first. If your internal team believes in its value, they will be able to better communicate it to your clients.  

Help your internal and 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 consumers equipment working properly?
  • Why should consumers purchase a maintenance program from your company?
  • What are the benefits of the program?

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 that is 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.

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 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.
  • We need to educate homeowners on the value and importance of taking care of the most expensive appliance in their home.

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.

To learn more about establishing a successful residential maintenance program that will position your company for recurring revenue and future replacement sales, check out our Residential Maintenance workshop here.

Jennifer Shooshanian

Senior Service Coach & Trainer