Arkansas HVACR NewsMagazine April 2018

Business & Marketing Tips

them from working normally. Make sure you communicate not just the part about being on time, but explain that make it’s a core part of your mission to be on time specifically because you value their time, or that you understand that their problems are costing them money. 2. Use "leave-behinds" to stay top-of- mind Not everything is online these days. Customers still keep files, and they like the convenience of referencing paper- based content. Because of this, and because it helps you effectively communicate your brand, you need to create marketing collateral that you can leave with customers. It is an effective way to keep your company name front- and-center in their brains, and it acts as a reminder for the next time they need your services. One of the most important things about paper marketing collateral is that it stands alone. A customer isn't comparing multiple vendors when they pick up your brochure. Rather, they're seeing all your company's attributes, special offer opportunities, and other information, all in a very visual, compelling way. Marketing collateral can come in a variety of formats , but it should all look professional and accurately represent your brand.l. Content should be informative and needs to deliver direct information about your services, pricing, and what makes you stand out from the competition (this is where you

can thread that customer-centric mission throughout the collateral). The look and design should be visually compelling, but it should also provide offers for customers to engage with you in the future through special offers and discounts. When a customer sees that they can save money on their next visit, you're already half way to booking them again. 3. Use marketing tools to say "thank you" While you are an expert in your particular field of service, the root of any business is all about how you interact with people. And people want to feel like they are appreciated, and saying "thank you" is one of the most effective ways of doing that. Most of your competitors will think in terms of needs ; they need you, and you need their business. While that's true, that mindset is very much about a single interaction - engage, solve, leave. Yet, when you demonstrate appreciation for the business your customer gives you, it makes them feel valued, and establishes the sense that you want to maintain a relationship with them. It's also just plain, old-fashioned good manners, and that's appealing to everyone. Whether it's with an email, a text, or if you take the time to compose a quick handwritten note , a sincere note of thanks from you will help you stand out from other vendors who appear to take customers for granted.