This is Part 3 of our 3 tips to grow and scale your HVAC business based on Intrigue Media’s 14-year experience helping companies get noticed and found. Click here for Part 1, and here for Part 2.
Find your A-Clients
With your purpose and core values in place, you have built a solid foundation to scale. Now it’s time to bring on more of your best clients, grow your revenue, and build your team.
A-Clients stands for Awesome Clients. These are the clients that love working with you, refer people to your business, smile when they see you and understand the full value of what you do for them. They’re awesome!
The idea is to focus on these people, and these people alone.
The more you can focus on a specific type of client, the more relevant you can be to them. In addition, the more value you can deliver, the better you’ll understand them (and in turn, they’ll understand you).
Something we hear many HVAC business owners claim is:
“If I focus on one set of clients, I might lose out on all of the other possible clients out there!”
This is, for the most part, a myth. If you say yes to everyone, you’ll have less time and energy to focus on your best clients. This is where the power of focus comes in. The Pareto principle states that for most businesses, 80% of revenue comes from 20% of clients. Imagine what would happen if you focused 80% of your time and energy on delighting that magical 20% of your clients — your A-clients. They would rave about you even more! And, consequently, bring you more business, more referrals and come back to you more frequently.
Here’s a great video from Seth Godin from his latest book, ‘This is Marketing’:
Takeaway notes from Seth’s video:
- Don’t try and change someone’s worldview. You don’t have enough time and money.
- People don’t want to change their worldview. They like it and embrace it.
- If you want to be a smart business owner who doesn’t chase after everyone and anyone, find a population with a certain worldview.
- Frame your story in a way your A-Client audience will focus on and you’ll attract more of them.
Do you believe in quality over price? Cater your message to that audience and you’ll attract more people who believe what you believe. In other words, you’ll be working with more people who are willing to invest in your product and rave about it.
Activity: Fill out your own A-Client Profile (60 Minutes)
Click here to access a copy of our A-Client Profile worksheet.
Note: There is a blank profile for you to fill out and below are two pre-filled examples that will help you better understand how to fill it out with your team.
This e-book was designed to compress years of learning at Intrigue from real cases and our own experiences growing a company from $400 cash to a multi-million dollar marketing company.
Take the time to watch the content and go through the activities. Once you do, we know you’ll begin to improve your ability to grow and scale your business as a result!
We hope you enjoyed these 3 tips on growing and scaling your HVAC business. Click here if you missed Part 1, or here if you missed Part 2.