If you need a conversational strategy on your business’ priority list, it’s time to start implementing one. Your customers will thank you for it.
The relationships between businesses and customers are changing. In this fast-paced society, consumers expect companies to be uncomplicated and effortless to deal with. Like romantic partnerships, meaningful associations are a product of minimizing friction between the two parties.
How do you do it? Meaningful conversations.
By engaging in conversations, you are providing immediate and personalized answers and building a foundation for trust. The same goes for why having a conversational marketing strategy is crucial for your business. Humanizing your brand by being conversationally present is the building block of effective customer service and top-notch customer experience.
If there’s anything we learn from today’s business landscape, it’s that experience is everything. Therefore, all touchpoints of businesses need to be spot-on, personal and conversational to provide the best experience for their customers. This is especially true in the HVAC industry, and we’ll tell you why later.
Here, we’ll explain a conversational strategy and delve deeper into why HVAC businesses like yours need it. Keep reading.
What is A Conversational Behavior?
Before we define ‘conversational strategy,’ it’s helpful to understand conversational behavior.
Conversational behavior is how your brand communicates with its audience casually. This includes customer service emails, phone calls, blog posts, social media, advertising, and in-person meetings. Again, all business touchpoints need to have a conversational tone.
To ensure a successful conversational strategy, you must hit the four elements that describe casual behavior:
The point of any meaningful conversation (not just empty small talk) is to build bridges between you and your customers. Every word you say or each touchpoint you have with customers must have one purpose: to connect.
Loyalty follows when you become more than a faceless corporation but an expert companion that your clients can trust. This will give you enough footing to upsell your club membership offer. For example, HVAC businesses rely heavily on club memberships which is why forging meaningful connections is necessary.
Get one thing straight: customers reach out to you because they have a need you could fulfill. Adding value means providing customers with helpful information or relevant resources they need to be aware of. Never allow customers to leave your conversation empty-handed; that’s terrible customer service.
For an HVAC business, this could mean an answer to a customer’s inquiry or question about your products. However, in conversational strategy, everything else about your business should be value-adding while maintaining a conversational tone. Some informal strategy examples include:
- Retaining an archive of helpful and conversational blog articles
- Regularly sharing valuable content on your social media
- Offering strategic discounts or promotions to customers
- Posting relevant advertisements
All of the above can be used as value-adding practices. But keeping them conversational is the only way they integrate seamlessly into your simple strategy.
Wizard of Sales® is committed to helping HVAC contractors develop a conversational culture that permeates every business touchpoint. If you think your blogs, social media posts or advertisements are not relevant and conversational enough, we can help. Book a call.
Another conversational behavior or quality is about being trustworthy. Trust is not an immediate human response upon meeting a person for the first time. One develops trust through consistent association and interaction. The same goes for businesses, including the HVAC industry.
Establishing yourself as a trustworthy entity is a core pillar of the conversational strategy. But how exactly do you do it?
Trust is the natural progression to value. So long as your business is viewed as a reliable expert and an industry authority, your audience trusts you.
“The higher the trust, the higher your perceived value.”
– Ryan Chute
Finally, the last quality that makes up conversational behavior is inviting personalized conversations with your market. The buying journey is rife with blind spots, bottlenecks, and brakepoints. They either need help finding answers to their questions or need help getting helpful content to support their goals.
Customers feel they are more than a statistic but are genuinely valued by your business. By conversing with customers on a personal level, you can genuinely understand their needs and how to fulfill them. This builds trust and loyalty among your audience, leading to long-term customers and repeat business.
What is A Conversational Strategy?
A conversational strategy is a plan for how your brand will interact and engage with customers through relevant channels. That could be social media, conversational marketing software, live chat on your website or even in-person meetings.
The main purpose of having conversational strategies is to humanize your business. Like all person-to-person conversations, you don’t wait for days or weeks for a reply. Moreover, every response is explicitly tailored to whatever it is you’re asking. Your conversational strategy is a way to connect with customers at a deeper level through quick, valuable and genuine conversations.
Different from modern-day conversational strategies, you should continually expand your interactions to online chat mediums. Rather, every business touchpoint is a way to converse with your audience. Be it blog posts, emails, social media— everything as long as your market engages with it.
Now, why does the HVAC Industry need a conversational strategy? Here are four reasons:
All HVAC businesses are after conversions because the industry is highly saturated with contractors. However, many business owners lack the knowledge on how to achieve high conversion rates, and this poses a problem. Here’s a quick and simple overview:
Increased conversion is a function of solving your customer’s underlying felt needs. Why?
You motivate the sale when you soothe pain points and satisfy pleasure points. When satisfied, you get the sale by exceeding the value proposition equation – money, energy, and time.
For example, maybe they want a fast-acting contractor that can quickly render service. As a service provider, having efficient communication channels with customers who may need emergency repairs or scheduled maintenance is important. Whatever it is, there is a need that only the right contractor can satisfy.
Here’s the thing, you don’t know your customer’s underlying felt needs because they won’t broadcast them. It falls on your salespeople to determine these; how? Conversations — and having a conversational strategy helps in that regard.
Let me ask you a question. Who would you rather buy from a trusted HVAC contractor you’re deeply familiar with or someone new? Exactly.
A conversational strategy smoothens the process of communicating with customers allowing for building rapport and establishing trust. One solution has a dedicated channel where customers can directly communicate with your business. Chatbots or live chat personnel handling your website are some examples of this. However, more than personalized communication through relevant channels is required.
Conversational strategies should emanate through your company’s online presence, like social media and website optimization, in today’s digital world. For example:
- Keep an active profile that socializes with your audience
- Publish relevant and valuable content that is relevant to your market
- Know your audience deeply to connect with them during in-person sales calls personally.
Hasten the Sale Cycle
Everyone knows customer acquisition is expensive, and the buying process can be long and winding. The common culprit is that the sales journey needs to be streamlined. An asynchronous sales cycle drags the buying journey for weeks, if not months. But having a conversational strategy or system in place increases a customer’s momentum and prevents them from losing interest.
By adding a personal touch to your brand through a conversational approach, you speed up the sale cycle’s pace. Think about it. Meet a customer’s moment of intent with a warm greeting and a personal conversation, and they’ll be keener to buy.
People want to do business with people, not faceless corporations. A conversational strategy allows your brand to have a personality and make connections with potential customers on a deeper level.
Encourages Real-time Communication
The main purpose of conversational strategy is to engage in real-time communication with potential customers. Immediately addressing their needs and concerns creates an efficient and seamless customer experience. This is something that HVAC companies should prioritize, considering the urgent nature of their services.
For example, having a live chat where customers can reach out allows you to have personal conversations at scale. Multiple people could message you, and you could efficiently reply to all of them personally. You can simply pull up the conversation when customers go offline and resume where you left off.
Being responsive and attentive to customer needs helps establish yourself as a reliable and trustworthy HVAC provider.
There’s just one thing you must remember: a conversational strategy is both a system and a principle.
While you may have informal channels in place, the lack of conversational skills still jeopardizes your strategy. You can only get the most out of customer interaction when you master the art of selling. The sales aspect of your business is too vast to leave to your salespeople — everyone must know how to sell.
Wizard of Sales® can help you master selling through personalized training that caters to your specific needs. When all your employees sell masqueraded through conversations, every interaction points to a potential conversion. Interested? Book a call.