Most HVAC companies have a sales funnel, but few are perfect. To create an ideal HVAC funnel, you must first understand the different stages that customers go through when buying HVAC products or services. You must also understand the needs and motivations of each customer step. Finally, you must create a process that will move customers smoothly through the funnel, from initial contact to final purchase.
We will discuss each stage of the HVAC sales funnel and give you tips on improving your funnel and landing more deals. Even if your HVAC sales techniques are on point and your sales process is solid, you might be able to use these HVAC sales tips.
What is a marketing funnel, and why should you care?
Before we dive into the perfect HVAC sales funnel, let’s first understand what a marketing funnel is. A marketing funnel is a process companies use to turn potential customers into paying customers. A marketing funnel aims to move people through the various stages of the customer journey, from awareness to purchase.
There are many different models and frameworks for marketing funnels. Still, they all have the same fundamental goal: to take a potential customer from being aware that your HVAC business exists to becoming a paying customer.
In general, there are five main stages in a marketing funnel—
- Awareness: This is the stage where potential customers become aware of your HVAC business and what you have to offer. For example, they may see an advertisement, read a blog post, or hear about you from a friend.
- Interest: In this stage, potential customers become interested in your HVAC business and what you offer. They may visit your website, read more blog posts, or watch videos about your HVAC services.
- Consideration: At this stage, potential customers are considering using your HVAC services and are comparing you to other options. They may request a quote, visit your store, or speak to a salesperson.
- Purchase: In this stage, the potential customer becomes a paying customer and purchases your HVAC services. Your small business is performing the service and invoicing the customer.
- Loyalty: In this final stage (sometimes called the re-engagement stage), the customer is a loyal and repeat customer. They may refer your HVAC business to friends and family, write positive reviews, or continue using your services for many years. This is the pinnacle of all sales for an HVAC company.
Start by understanding your audience.
The first thing you need to do to create the perfect HVAC sales funnel is to understand your audience. Who are you selling to? What are their needs and wants? What are their pain points? Once you know your target market, you can start creating content and marketing materials that speak directly to them.
Looking at potential HVAC customers, you might determine that your target audience is homeowners in the market for a new heating and cooling system. Homeowners in your area might be interested in energy efficiency or looking for a system that will help improve indoor air quality. Keep your target audience in mind as you create content for your sales funnel.
Create a sales funnel that is tailored to them.
Once you’ve identified your target audience, creating a sales funnel tailored to them is time. Your sales funnel should be designed to take potential customers through the various stages of the customer journey, from awareness to purchase.
You’ll need to create content that speaks to each customer journey stage.
Awareness stage.
For homeowners in the awareness stage, you might create blog posts or social media ads introducing them to your HVAC business. This is where you want to focus on creating brand awareness, getting your name out there, and grabbing their attention. Remember, your potential customer doesn’t know you exist, so you’ll need either advertisements or an SEO strategy to actually get in front of people.
Interest stage.
For homeowners who are in the interest stage, you might create blog posts or videos that provide more information about your HVAC services. This is where you want to focus on providing helpful and informative content that will help to pique their interest and get them interested in what you have to offer. They know your small business exists but don’t know much about you yet.
Consideration stage.
For homeowners in the consideration stage, you might create a quote request form or a brochure outlining your HVAC services. This is where you want to focus on providing potential customers with more detailed information about your business and what you offer. They know about your business and are interested in what you offer, but they’re still considering their options. This is where you want to beat out the competition with prices and deals.
Purchase stage.
For homeowners in the purchase stage, you might create an invoice or a contract for your HVAC services. This is where you want to focus on getting the sale and completing the purchase. Your potential customer has decided to use your HVAC services and is ready to make a purchase. Ensure you have your systems in place to make it easy for them to do business with you.
Loyalty stage.
For homeowners in the loyalty stage, you might create a referral program or a loyalty discount for your HVAC services. This is where you want to focus on maintaining your relationship with the customer and ensuring they’re happy with your services. You might follow up with them occasionally, checking on their air conditioner and perhaps scheduling routine checks. You want this to be a customer for life.
Tips for creating your HVAC funnel.
Although the funnel may seem straightforward, there are a few key things to remember as you create your content and attract potential customers. Here are the best HVAC sales tips that we’ve put together to enhance your HVAC sales process.
Use compelling content to attract them to your funnel.
Have you ever seen an ad that caught your attention and made you click? The headline was probably compelling, the image was eye-catching, and the copy was persuasive. This is the type of content you want to create for your funnel. If you can get potential customers interested in what you have to say, they’ll be more likely to enter your funnel.
If you can, hire a professional graphic designer to develop high-end graphics and materials for you to use on your website, social media, and print media.
Make it easy for them to take the next step.
Once you have their attention, you want to make it easy for potential customers to take the next step in your funnel. If they have to search for a way to contact you or request a quote, they will likely get frustrated and give up. Include clear call-to-actions (CTAs) throughout your funnel, so potential customers know exactly what to do next.
Focus on providing value.
At each stage of the funnel, you want to focus on providing potential customers with value. This could be helpful information, exclusive deals, or even a friendly reminder that you’re there to help with their HVAC needs. Remember, the goal is to keep them moving through your funnel until they’re ready to make a purchase – and not everyone is prepared to make a purchase right away.
Follow up with your customers after purchase.
This is important but also one component of the sales funnel that often gets overlooked. Once you’ve made a sale, follow up with your customer to ensure they’re happy with the purchase and the product. This is an excellent opportunity to upsell or cross-sell other products and services. Not only will this help you boost sales, but it will also help to create loyalty among your customer base. This starts the second you’ve completed the service or made the sale.
Remember, your existing customers will spawn new customers and the cycle keeps going!
Pro tip: Before leaving your customer’s home, request a review or testimonial. You can use this valuable social proof at the top of your funnel to attract new customers, and it’s great for local SEO.
Creating a sales funnel for your HVAC business can be a great way to increase leads and sales. By using compelling content, making it easy for potential customers to take the next step, and providing value at each stage of the funnel, you can attract more customers and keep them moving until they’re ready to purchase.
By following these tips, you can create a successful HVAC sales funnel that will help your business to grow.
As always, if you need help with your sales funnel or any other aspect of your HVAC business, we’re here to help. Contact us today to learn more about how we can help you grow your business with professional digital marketing.