Richard Harvey, Category Director for Heating at Wolseley, explains why installers should act now to make sure they are front of mind when customers find themselves with a broken boiler or frozen pipes.
It never hurts for installers to start promoting the emergency breakdown work they can carry out during the cold snap, so customers feel reassured that they have someone to contact in case of an emergency. Leaving a business card or leaflet can also provide all the necessary numbers needed should the inevitable occur.
Sourcing from social
Social media platforms such as Facebook and Twitter are no longer a second source of communication. More people than ever will look on both platforms before using Google to search for a local installer. Make sure your social media accounts are up to date with the correct contact numbers, times of availability, and a general location.
You should seriously think about having a feedback section on a Facebook Business page, which allows anyone looking for a reputable installer to see that they are trusted by other customers. They will be more inclined to call you based on the testimonials than anything else.
Prove your worth
More than ever, customers are wary of fake installers. It’s therefore vital to show that you’re qualified and competent.
One of the best ways that you can set yourself apart from the fake installers is to always carry your Gas Safe card. Customers need to know that you’re who you say you are. Having worked hard to achieve the qualifications, there is no excuse to not to have the card on display.
Emphasise your expertise
Installers should not be afraid of shouting about their expertise. Customers looking for a reliable and trustworthy installer want to hear about specific areas of expertise, especially when they are left with a broken boiler with no central heating or hot water.
Making short videos on your phone can be a great way to share your expertise and gain trust from potential customers, such as during a rash of frozen boiler condensate pipes.
These callouts can be low value to you as an installer, taking you away from other more valuable and urgent work. Creating a short video advising customers how to fix this issue can allow you to focus on the bigger jobs as the same time as building your reputation as a knowledgeable and trustworthy supplier.
There is also a need to outline any extras that you can offer the customer. This may be that you are fully insured, and you are able to produce work to a very high standard. It may also be worthwhile adding that a comprehensive analysis of the problem will be shared with the customer before any works are carried out.
Search engine savvy
Search engine optimisation (SEO) might sound complicated, but it’s a fairly simple way to ensure your customers can find you.
Search engines, such as Google, give results based on what words are typed into them. It is important that you include these phrases within your website and social media, as well as details of your location.
That way, if someone types in ‘boiler repair Birmingham’, for example, your website should appear among the results.
It’s important that anyone landing on your website should be able to access the information they require quickly and easily. If visitors are led to several different pages, it is more than likely that they will grow frustrated and look elsewhere.
It always pays to be prepared. By stocking the van with all the necessary parts associated with boiler breakdowns, there is no need to panic about running out of something when the call outs begin to mount up.
It is a good idea to start stockpiling parts from the end of summer, as during the colder winter months there is a surge for parts as everyone is placing orders at the last minute.
Put in the work to make sure you’re easy to find, and prepare properly for the flood of callouts, and you’ll be fully set to make it through the hectic winter season
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