Become a Dealer
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Think Outside the Box

By Mike Moore

Lead generation is a loaded phrase. It can mean many things to many people. To some, it brings back bad memories of getting “disconnected” during cold calls. To others, it’s something to look forward to once the busy season slows down as well as a chance to get out in the community to interact with current and prospective customers.

Effective lead generation is crucial for any HVAC owner, but it can also be a great way to communicate your company’s identity and values out in the community if done properly.

From home shows to community events, here are the best places and techniques for picking up leads – and what to avoid.

  • Home shows – Although tradeshows and exhibitions tend to run on the expensive side for space rental, they’re one of the most effective ways to reach your target demographic. But not all shows are created equal; look for local home shows, remodeling exhibitions, and Parade of Homes-style events, and avoid getting lost in the crowd by offering creative incentives to visit your booth.

  • Community events – Setting up a presence at a local event or fair is an amazing way to display your dedication to the community, from handing out fans with your logo on them during a charity 5K to participating in food drives to even sponsoring a local sports team. The goal here isn’t to give a sales pitch to each person you meet, but do make sure to keep your name, website, (and social media handles!) clearly visible at all times. NOTE: If you give out promotional products, make sure they’re relevant and add value to your customer’s lives like giving fans instead of Frisbees.

  • Your backyard – No need to wait for someone else to throw a community event. Bring customers to you with fundraisers, classes, and fun events. Try hosting a weekly food truck party or quarterly barbeque at your office. Don’t have the space at your office? Partner with a local restaurant and offer a discount on your services when customers dine-in.

I offer daily tips on Twitter for dealers, Comfort Advisors, and technicians alike. Follow me at @HVACLearning for insight into today’s trending topics.