I’ll admit it – I used to be one of THOSE people. You know, the person who never bought the extended warranty or service agreement on anything. “Pssh,” I would tell my husband, defiantly. “It’s just another money-sucking mechanism. It’s another way to drain more money out of customers with no real return on investment.” Basically, I was a salesman’s worst nightmare.
And then the motor burned up on our condensing unit. In the middle of February. When we had twin infants in the house. The cause? Well, if you would have just taken a look at our measly little 1-inch furnace filter, with an embarrassingly low MERV rating, which had not be changed in probably six months, it was easy to figure out why. Now, in my defense, I hadn’t yet made my foray into the HVAC industry; sure, I knew it was important to change your furnace filter from time to time, but I didn’t worry about it! I could pick one up at the grocery store next time I went. And then I would forget. So, I put it on my list for the next visit; and then I would forget again. $600 later, I vowed I would never make THAT mistake again!
Living in our home for 4 years, we had never had the a/c “tuned up”? Why would we need to do that – to improve its efficiency – it works just fine…right? Wrong – as evidenced by the fact that we literally, just this summer, shelled out a cool $4,000 for a complete system replacement.
Maintenance agreements, if presented in the right manner, and showcasing tangible benefits can be a great asset to any contractors’ service offerings (and could have saved our family a ton of money). Too often, customers are not given the right reasons to purchase a maintenance agreement. The maintenance agreement is often offered as a passing service without the real benefits being discussed with the customer. To effectively sell a maintenance agreement the contractor must provide the customer with true benefits and options.
A Range of Offerings
Maintenance agreements are not a one-size-fits-all product. If providing maintenance agreements as a value added service, make sure you have a few different options available. They must be semi-customized to fit both the customer needs and price-range. If you give the customer options and accurately sell the benefits of each, you’re more likely to sell more agreements.
Services provided in each maintenance agreement must be clearly defined. Let the customer know up front that the first tier maintenance agreement provides for two system tune-ups per year, and why a semi-annual tune up is essential for the systems overall efficiency, especially when it pertains to energy savings (customers always want to know how they’ll save money). If the first-tier maintenance agreement doesn’t offer filter changes, make sure the customer is aware of this. Chances are, if the customer can count on the contractor to take care of filter changes and the price isn’t that much higher, they’ll upgrade to the next tier agreement.
This one is probably the most important element. Sure, you may have some really great maintenance agreements providing some really great value-added services for the customer. If you have a service or install technician or a “salesman” that really doesn’t know how to present the benefits of a maintenance agreement to the customer, you might as well not have one at all. This definitely explains why I was so hesitant, for years, to add on maintenance agreements or extended warranties.
Look, it’s easy to say “Buy this service agreement – it costs $400 and we’ll tune up your system twice a year!” Are you confused why the customer doesn’t want to sign on the dotted line? They weren’t given the reasons WHY they should purchase that service agreement! Isn’t it just as easy to say, “With the purchase of a service agreement, we’ll take care of six filter changes a year for you. Filters need to be changed regularly to ensure the proper health of your system. A new filter also helps prevent against unwanted allergens in the air, such as pet hair, dander and dirt, which can really affect the overall health of your entire family. We can take care of that change for you, so you never have to worry about it!”
There are endless benefits to offering maintenance agreements to your customer (and offering them the right way). Increased sales and repeat business from customers who are going to come back to you for many years are just two. Jackson Systems has a variety of sample maintenance agreements we can provide you that you can customize to fit your own needs. Give us a call at 888.652.9663 and we will gladly email these to you.