Marketing....for commercial air duct cleaning contractors (part one)
Posted by Peter Haugen on Fri, Jan 07, 2011 @ 02:42 PM
Marketing commercial air duct cleaning services can be challenging and at times confusing. If you don’t have a plan and priorities you can waste a lot of time and recourses. What group(s) can give you the greatest return on your marketing investment? How do I find these groups/individuals? How do you market to them?
Part One of this blog (below) will focus on defining “Who you want to market to” and “Why they are the important”. Part Two (coming) will focus on “How to find these groups” and “How you can market to them.”
Who are your customers and who should you market to?
You should market to anyone who has the potential to help you grow your business. The list below is based on my 10 plus years experience as a Marketing Manager for a commercial air duct cleaning contractor. Your priorities could be different. For each group I have indicated why they are important and how they can impact your business.
1. Existing Customers: If you have an existing business, your current customers will be the easiest to sell to because you already have an existing business relationship. (For example if you are a commercial janitorial firm and you want to add commercial HVAC system cleaning.) You already have a roster of potential customers for your new service that know you and trust you.
2. Mechanical Contractors: Every part of the country has a local group of mechanical contractors that bid on and perform mechanical contracting work required in new construction and renovation projects. In many cases these projects include HVAC system cleaning and restoration work. In many cases the mechanical contractor subcontracts to an air duct cleaning contractor. If you develop a good relationship with the mechanical contractors in your area you will be asked to submit a bid/quote on the projects that have HVAC system cleaning requirements. Mechanical contractors can be the most important target group you deal with because they can have a big impact on your business.
3. Environmental Consultants: They determine specifications for the HVAC system cleaning and restoration projects. In many cases they have been hired to oversea a project and can hire you directly. They also can be a good source of referrals.
4. Fire/Water/Mold Restoration Contractors: They can hire you as a sub contractor to provide HVAC system cleaning and restoration on fire/water/mold restoration projects. Typically these are high priority projects that must be done quickly so you have to be able to respond accordingly. Profit margins can be higher on these projects because there may not be time for competitive bidding. They hire you based on your reputation or past projects you have done for them.
5. Asbestos Abatement Contractors: They can hire you as a sub-contractor to provide HVAC system cleaning and restoration on asbestos abatement projects. These projects can be more difficult due to containment and safety requirements. They hire you base on your reputation or past projects you have done for them.
6. Medical/Hospital Facilities: They can have an environmental consultant or others running the project or can hire you directly. They tend to be receptive to improving indoor air quality and lowering energy cost. If you develop a good relationship with these facility managers it can mean a long and profitable relationship.
7. Schools/Universities: They can have an environmental consultant or others running the project or can hire you directly. They tend to be receptive to improving indoor air quality and lowering energy cost. If you develop a good relationship with these facility managers it can mean a long and profitable relationship.
8. Mechanical Engineers: They determine specifications for the HVAC system cleaning projects and can be a good source of referrals.
9. Property Management Firms: Traditionally they are a tough sell for preventative maintenance items like HVAC system cleaning. They are more receptive if there is an IAQ problem they must deal with. The growing acceptance of “Green Buildings” and “Leeds Program” will make the property managers and facility managers more receptive to the benefits of HVA system cleaning & maintenance.
10. Air Balancing Contractors: Primarily a source of referrals because they cannot balance a HVAC system that is compromised with dirt, debris and other contamination. It is good for them to know who you are.
11. Filtration Contractor: Primarily a source of referrals because when they change out filters in an HVAC system they can see if it is dirty. It is good for them to know who you are.
12. Insurance companies: Typically don’t hire you directly but they can block you from getting fire/water/mold restoration projects. It is good for them to know who you are
If you have added a group to this list I would be interested in your feedback on who they are and how they have impacted your business.
Part Two (next month) will focus on “How to find these groups” and “How you can market to them.”