Beyond the Repair: Strategies to Maximize Service Technician’s Time in the Home

In the home service business, your company’s closest customer connection is through the technician. They meet the customer face-to-face, listen to their needs and challenges, and work to leave them more comfortable in their home than before. As such, your technicians should prepare to provide excellent technical and repair services and capitalize on the opportunity to turn a one-time fix into a repeat customer by demonstrating excellent soft skills.

This can only happen if they have the proper training to offer upgrades, accessories, or service bundles directly to the homeowner. It’s a big ask, but as a contractor, you must remember that the truck rolling to the house is the most expensive cost you incur. A well-trained and confident technician has a fantastic opportunity to maximize each call.

Training a Tech to Sell

Although some service technicians may resist the idea of acting as a sales representative for the company, you can remind them that it’s part of their duty to inform and educate customers on the condition of the equipment and then recommend the correct repairs and services to keep the home’s water heater or plumbing operating at peak performance.

To make it easier to grasp, think of it as offering a relevant menu of options that the homeowner didn’t know existed—like a server in a restaurant making suggestions to customers based on daily specials or questions they’ve asked. Your service customers are no different in that they may not know what they need until you offer them options. To place their order, customers must rely on the technician to provide the appropriate menu from which they can choose.

As mentioned above, most technicians do not like to sell; they like to repair. However, after discussing system performance with the customer, technicians will help build their confidence by providing all the information they need to present your products and service options. Spending a little time celebrating and emphasizing the system's strengths can lessen the burden of required repairs, additional services, and/or upgrades. 

When it comes to sales, training technicians on how to sell must be a non-negotiable part of your business. Soft skill training should be a focus and taught through role-playing exercises and ride-along service calls. For example, one exercise can be reviewing the pronunciation of products and services. Another could be sending a technician on a call with someone more experienced in sales, which can help them understand how the company expects them to perform in the field. They should see how to display the confidence of an expert because that is what they are. This approach helps sell the immediate repair and builds trust for additional recommendations.

Beyond Repairing Broken Equipment

When a homeowner calls for a service provider from your company, your technician needs to understand that the customer has called a professional to their home and that they expect a professional experience. Strongly encourage your technicians to assure customers they are in good hands immediately after meeting them and BEFORE starting the service call. Your organization should have two main objectives that are communicated and embodied through your technicians’ interactions:

1. Educating customers about all system findings on the day of service and getting the system up and running.
2. Offering five-star service from beginning to end, including providing additional information and education for the customer after the initial diagnosis. The technician should recommend their best options and offer to schedule the next service before leaving the home.

Consider developing a script for technicians to follow during their initial conversation about their objectives. Additionally, provide an opportunity for the customer to offer feedback on each objective after the service call, ending with a request for a five-star review if appropriate. Include language that incorporates the term “per manufacturer specifications” in explanations. This phrasing redirects some concerns customers may have away from the technician and the service company and places the onus on the manufacturer.

Bundled Services and Upgrades Provide Customers With Greater Value

Have you ever encountered a customer who doesn’t value options? It’s important to offer customers relevant options and explore which works best for their needs. By providing options, your technicians help customers have a memorable experience, thus creating additional value for the customer and your organization.

To encourage your service technicians to engage with customers and increase sales, you have several options, including:

·       Attach a spiff or commission to the sale of certain accessories, such as indoor air quality products, surge protectors, and upgraded thermostats.

·       Make it easier for technicians to build a bundle of accessories or services that will appeal directly to the customer in front of them. This is achieved through education and by providing materials that they can use to support their suggestions to the homeowner. Coupling support materials with your team's education builds a solid foundation for the growth of their sales skills.

·       Recognize team successes. If a tech brings in a big sale or secures several maintenance agreements in a specific period, call them out for a job well done. Recognizing this achievement gives the technician confidence after doing an excellent job for the company. Consider setting monthly goals and offering incentives to encourage your team to sell more in the field.

Implementing a Successful Program

The success of a home service business hinges on its ability to provide quality service and go the extra mile for customers. The key to growth is to provide the training needed to turn your team into confident business representatives. Sending service technicians into the field with the ability to complete needed repairs and installations and confidently recommend additional services or products will keep established customers happy and new business flowing in.

By incorporating these strategies, you can ensure your technicians are repairing systems and providing added value to your customers and your business.