Entrepreneurs need an elevator pitch – a description of their business idea that lasts no longer than a trip to the 12th floor. It briefly explains the value of the business venture they’re proposing and gives compelling reasons for an investor to want a stake in its future.
Do you have an elevator pitch? Can you succinctly explain why someone should hire your company for their HVAC needs? Many people will pay for quality work if you can just communicate the benefits of buying from you, rather than from the guy with the loud voice on late-night commercials.
There are always those who are just looking for the rock bottom price, but most people understand that a premium product and service are the best value. However, though we know that installing quality equipment well can save a bunch, these savings are hidden. The cost of a poor decision is obvious when badly designed or improperly sized equipment fails to do its job. But when everything’s humming along smoothly, we tend not to notice it. That’s why you need to spell out for customers the difference between you and a bargain-basement HVAC provider. Let them know what happens when slipshod workmanship is used during installation. Explain to them that sizing is a science, and that a skilled HVAC professional realizes its importance. Detail your maintenance procedures, so they know what their money is buying.
The cheap HVAC companies might make the most noise – and nothing appeals to us like a sale or a cut-rate deal. Make it clear what they’re not paying for, and not getting, by choosing the cheapest provider.
I challenge you to write down, right now, why someone should hire your company. List the benefits to the consumer:
- Peace of mind from safely operating systems
- Comfortable homes from trouble-free operation during the peak heating and cooling seasons
- Reduced energy bills from efficient equipment
- Longer equipment life from proper preventive maintenance
- You can probably add others: prompt response, courteous service, etc.
Then read over your “elevator pitch” several times. Keep it short so you can memorize it. Make sure your staff knows it by heart. Then spread the word to your community.
Have any other ideas that have worked for you. Share them with us in our comments.