The 4 Ps: Process, People, Product, Promote (Part 3 Product)

Product

Aligning with a strong product offering can help tremendously with branding. Strong product brands are widely recognized and provide many attractive offers to not only consumers but also to home service providers (contractors).

Whether it be rebates, promos, financing, co-op funds, or training opportunities there are many benefits to this synergy. Many of these vendors teach us technical skills and technical knowledge.

While we are technical in nature, Suzy homeowner may not be. When it comes to product many home service companies do a wonderful job talking about the products features. However, this tends to end up being a technical conversation and would be better served as a benefit for the consumer conversation. 

This is why less technical trained technicians typically outsell the more trained counterparts. Furthermore, this conversation can start off as a benefit conversation but needs to evolve into a “why the choice of the company is more important than the equipment (product) is” conversation.

In today's fast paced world most customers want an efficient version of their choices in a digestible manner. They want to rely on you to be the expert. They want long warranties and little to no hassle in the event of a failure. By offering a money back guarantee add some real “teeth” to your offering and you will rarely ever have to use refund someone’s money. 

We have sold 1000s of systems simply because of the guarantee, yet only had to refund two customers over all the years of offering the guarantee. This is a good example of getting over a fear a trying something new. 

Product also encompasses how you offering product. Offer multiple choices not only on replacements, but on service work instead. One of our choices on the service side should be to get a replacement quote if this system is “x” amount of years or older. Service repair isn’t the golden egg we are all after, the tech generated lead is! 

Pro Tip: The closing rate on a random caller is approximately 35 percent, while a tech generated lead can be as high as 85 percent. No matter how much service work you do you can never outsell system sales generated by a strong tech generated lead program.