Tips To Capture and Retain Customers Better Than The Competition
Given his extensive experience in this field, here are Picard’s top pieces of advice on how to capture and retain HVAC customers.
Customer Service First And Foremost
Providing exceptional customer service is a key component of success in the HVAC industry: “For residential HVAC, it’s very important. If you go in and solve somebody’s HVAC problem, but you treat them poorly or leave a dirt stain on the ground, they’re not going to remember you fixing their system. They are just going to remember the bad,” says Picard.
For technicians, it means building trust and fostering strong relationships with clients by being friendly, professional, and responsive to their needs. Customers often seek reassurance that the individual working on their heating or cooling systems is knowledgeable and genuinely cares about solving their problems.
“When we’re going into people’s homes, one of the number one things that we training is to treat this home like it’s your own home, which is hard to explain to a 17-year-old co-op student working with us,” he says. In fact, in his role on the advisory board for the co-op the primary thing he encourages is for them to teach the kids more service skills.
Another way that Picard instills confidence and trust with his customers is by making himself available: “I give my personal cell phone number to every install that we do. I tell them if they can’t get anyone at the office for whatever reason to call me directly and I will handle it,”
Professionalism Above All
In a world where customers have many options, standing out and building trust is crucial. Picard stresses the importance of maintaining professionalism in all aspects of your business. “There are some really great tradesmen that are out in the field that do incredible work, but they conduct themselves like absolute hobos. They’re installing awesome systems and doing everything right workwise, but you’re never going to be able to get a hold of them because they have never set themselves up as a proper business,” he says. “They book jobs for themselves rather than running a business.”
In Picard’s experience, the lack of professionalism is the primary reason why competitor may strubble to book or retain customer: “If you’re honest with yourself and tying to get more business but you can’t, you’re need to look yourself in the mirror,” he encourages. “A homeowner is not going to want to put in a $40,000 system if you show up in a sweatshirt and dirty shoes. You are offering a service. Be professional about it.”
Another aspect of professionalism is to keep up with continued learning. True professionals will be forever learners. “There’s so much information out there. From different podcasts to YouTube videos, you can always learn something new,” advises Picard.
Networking and Word of Mouth
Picard has experimented with a variety of strategies to grow his reach and connect with his audience, including leveraging Google Ads and participating in Facebook groups. While these methods have brought some level of success, they have not proven to be as impactful as he had hoped. Building genuine connections and fostering trust within his community have allowed him to grow his influence and achieve sustainable progress.
“If you do good service and make people feel better about their systems and their homes in general after you leave, they’re going to refer you to other people,” he says. “Networking is also critical. Meet people face to face and talk with them. This isn’t door-knocking, like solar people, but getting involved with networking groups and meeting general contractors. Then, just let your reputation speak for itself.”
Be Willing To Turn Some Customers Down
Fostering meaningful and long-lasting relationships often requires prioritizing quality over quantity. By being willing to turn down customers who may not be the right fit, businesses show a commitment to maintaining integrity and focusing on mutual value. This approach strengthens trust and ensures that resources are devoted to partnerships that align with shared goals. Ultimately, prioritizing long-term relationships over short-term gains helps retain the right customers, creating a foundation for sustainable success and customer satisfaction.
“You will outgrow some customers. At the start, I was the goofball that didn’t know how to price myself yet, and eventually, it was too hard to maintain those lower-paying customers,” Picard shares. “Also, there have been times when I’ve gone to people’s homes to do a repair or quote a system, and I just knew we weren’t going to be a good fit. I could tell they basically needed a 24/7 HR department to complain to for something, no matter what I did.”
By letting some customers go, he has freed up time and capacity to service customers who are a better match for his services and price point.
Embrace Seasonality
Another key aspect of retaining customers is understanding the seasonality of the HVAC industry. During peak seasons, it can be easy to become overwhelmed with demand and neglect customer service.
However, as Picard emphasizes, consistent and exceptional customer service throughout the year can help ensure loyal and satisfied customers even during slower periods. “I’ve done almost three-quarters of my revenue from September to January,” he notes. “Summertime people who are trying to enjoy their summer vacation and trying to get their AC fixed. They’re not trying to replace systems. They’re trying just to do whatever the quick fix is to keep their house cool for the rest of the summer. Many of those people defer the work into the fall when the kids return to school. It’’s almost like clockwork: in mid-September, things just go absolutely nuts when the heat doesn’t switch on the first time they try to fire it up.”
Picard strives to keep a full staff year-round so he can respond to customers anytime: “I have overextended myself on the payroll to do this. I figured it’s easier to lose a little bit of money each week while not making the best margins, knowing that we could make great margins on a big project if it were to come around,” he says. “I try to get my guys just to embrace it. I want to see my guys buying houses and starting families, so I work really hard not to lay somebody off. I certainly encourage vacations in the spring when things are slow, though.”
Customer Education
Customer education serves as an extension of exceptional customer service, offering customers the tools and knowledge needed to confidently use their new system. By proactively guiding them and addressing potential challenges, you not only build trust but also foster goodwill. This approach positions you as a trusted expert and valuable resource, reinforcing your role as their go-to partner for support and expertise. When customers feel informed and empowered, they are more likely to have a positive experience, strengthening the relationship and ensuring long-term success.
“I want to set the tone and teach them to care for their equipment. Customer education definitely helps us retain customers because newer systems all run a little bit differently. It’s important to know how to actually run the system properly so they get the most benefit out of it. We heavily emphasize educating people on their system, which I advertise when networking,” says Picard.
“I even offer to give free run-throughs to customers who already have systems installed but they don’t know how to use them. Oftentimes, it’ll turn into work for me because I’ll see something that needs attention, and I’ll be able to bring it up to them.”
