Leads work to build an initial relationship between an independent contracting company and their clients.  Thus leads are such an important link in an HVAC independent contracting company’s growth in sales, service excellence, and retention.   Over the last two Thursdays, we have explored the important components of referral leads and technician-generated leads.  In our post today, we are going to dive head first into the aspects that make service companies successful in the realm of marketed leads.

Marketed leads deal with so much more than large-scale advertisement such as billboards or television commercials.  While those types of advertising are useful, the target market of service companies is beginning to shift to web-based, relationship-driven marketing.  These following tips center around the important idea that companies must go where their clients are in order to get the most desired results:

-Use mediums and marketing that are proven to work-

The problem that comes up when dealing with marketed leads is that there can be quite a bit of money, time, and resources invested into something that is not promised to bring desired results.  For this reason, it is so important to keep records of what marketing and advertising content and sources truly attract your service company’s target market.  It is important to come to terms with the fact that broad-scale advertising is not always the most efficient way to get your company’s name “out there.”  But rather focusing on the areas that have gained and retained the most clients because it is more cost effective to retain than to spend exorbitant amounts of money on advertising that may or may not bring new clients.

-Enhance the your website and social media sites-

One outlet that is working to attract and engage new and returning clients in today’s world is web-based marketing and interaction.  Many clients would rather get information about your service company from your Facebook page, LinkedIn Profile, or company website before (or rather than) calling your company’s CSRs.  Your website and social media sites can be viewed as resources that begin conversations, created relationships, build rapport, engage returning clients, and provide information.  When your company team takes time, energy, and creative thought into building clean, neat, fresh, and easy-to-read web resources then it shows clients and potential clients that you care about engaging with them in the way that is most appealing to them.

While marketed leads are about getting your company name out to potential clients, it is also about building and maintaining relationships.  In our post today, we touched on two very important components that can build your team’s marketed leads: using and reusing what works as well as enhancing web-based sites.  Thank you for following our weekly post.  Here at Service Excellence Training, we turn learning into earning!

-Resource curated by Whitney Stewart of Service Excellence Training.