Nobody reads your full service menu while water pours across their kitchen floor. That plumbing customer still doesn’t know you do HVAC and electrical. That’s not their failure to notice. It’s your failure to follow up. Remarketing your base is the most profitable campaign you’re not running.
@officialchadpetermanTranscript
There is so much money hidden in your customer base. What do I mean by that? You have customers out there that have called you once for something. Called you another time for something else. What are you doing to remarket your customer base? Here at Peterman Brothers, we have a database marketing specialist that is focused on making sure that all of our customers are aware of all the things that we offer. A customer may have been in an emergency situation water all over the floor and they called us for a plumbing need. They weren't thinking about their HVAC needs. They weren't thinking about their electrical needs, maybe even their drain needs. They were worried about getting the water off of their floor and getting a fix. So if they don't know in the moment, how are we trying to reactivate that customer base and make sure they know everything there is to know about what it is that we do and offer? You have to really focus on your customer base. They already know like and trust you. Why wouldn't you want to leverage that trust into helping them with other aspects of their home.
Download Transcript
Related Videos
Here’s the fastest way to know if you’re making money or just staying busy: know your three numbers. 50% gross profit. 35% overhead. 15% profit. If you can’t say where you stand on each right now, that’s the first problem to fix.
If I could only track five numbers in my HVAC sales department, it would be: revenue per lead, close rate, average install revenue, discount rate, and revenue to budget. Most owners track none of them daily and then wonder why the month got away from them. Measure every day and the numbers stop surprising you.
If your tech left for $2 more an hour, money wasn't the problem. The problem is there was nothing else keeping them. Techs spend most days working on their own. If the money's right, it's the one-on-ones, the organizational support, the daily encouragement that keeps them here. A small raise can't outbid a place people actually want to work and feel supported.
This is where we build technicians from scratch. Zero experience walks in, and electricians, plumbers, and HVAC pros walk out. Everything in this lab is functional. They can tear it apart, we can plant faults, and they can fail safely here instead of in a customer’s home.