Why Your Calls Are Not Turning Into Sales

Imagine your potential customer’s journey as a series of funnels. You start with a huge population that you know could benefit from your HVAC services. Some of those people see an advertisement you posted online – they are through to the next funnel.

Next, some of those people decide to call for a consultation – another funnel completed. And finally, the phone consultation turns a potential customer into a paying customer!

But if each of those steps isn’t optimized you could be losing out on potential business -and money. For example, if your HVAC company can’t convert calls into sales you could be reducing the number of people through the funnel.

As a full-service HVAC marketing agency, we help companies like yours to identify interruptions in the customer journey and produce solutions to fix them!

Keep reading to learn more about HVAC marketing and how to turn calls into sales.


Let’s take this step by step. First, comes marketing. You need to identify your target customer and build a marketing strategy tailored for that population.

For example, if you’re marketing your HVAC services to male and female homeowners over age 35 in Florida you might use a different strategy than if you were marketing to landlords and property managers of apartment buildings in Texas.

Based on what you know about your target customer you can choose where you want to advertise and what you want to say. For HVAC marketing you will probably be using a combination of local home services marketing, Facebook ads for HVAC marketing, and other digital marketing channels.


When it comes to marketing content you should be focusing on how to solve a problem. Your customers are going to have a few common reasons for contacting you – HVAC installation, maintenance, and repair. Your content should speak to those items.

Your content needs to be easily accessible digitally. You need a great website that’s easy to navigate and that provides useful information in the form of website copy or a blog.

Your Digital Strategy

It’s not enough to host a website and write a few blogs. If you want your business to grow and thrive you need a complete digital strategy.

Your digital strategy includes everything from brand development to social media marketing to search engine optimization (SEO). It can also help you ensure your customers are supported through every step of the funneling process.

Optimization and Growth

Once you’ve built your digital strategy you can think about ways to optimize it. For example, the use of marketing automation. Marketing automation is a way to generate quality HVAC leads while improving your return on investment. Automating the marketing process means more customers through the sales funnel with less work for you and your team.

Hire a Full-Service HVAC Marketing Agency

Feeling overwhelmed by the idea of creating and executing a complete digital marketing strategy? That’s okay – we can help you!

Optic marketing group specializes in HVAC marketing, plumbing marketing, and generating HVAC and plumbing leads. We help HVAC companies with each step of the process starting with generating leads through optimizing call strategies and fostering repeat customers. So when you’re ready to get started on the first step, marketing, reach out to us to see how our full-service marketing agency can help.

Turning Calls Into Sales

Now that you understand the marketing process, let’s review sales calls in more detail. This is a key step in guiding a lead to becoming a customer.

The best way to identify an issue with sales calls is to use a call listening service. Listen and track calls to find out where you and your team could improve. Listening to calls can also provide valuable information about your customers including their most common questions and problems.

Tracking calls allows you to collect data about customer behavior and enhance the customer experience. Optic marketing group offers call listening and tracking services to help your business improve sales calls.

In addition to call listening and tracking you can conduct customer research. Customer research is an organized way to find out why customers did or did not hire you. You can collect this data to inform changes to your call scripts or call strategy.

You can also collect customer feedback for your research through online surveys, phone surveys, social media polls, or customer reviews. All the information you gather can be used to tell you whether your current marketing strategies are working and whether there is an issue with the sales calls.

The Role of the HVAC Technician

We cannot overlook the importance of the HVAC technician. They represent the company and make a lasting impression on the customer. Getting repeat customers depends on a positive first-time experience with a technician.

Here are a few quick tips for your HVAC technicians.

1. Be Professional

Wear your uniform, introduce yourself, and be polite. Having a professional demeanor and attitude can go a long way to building a relationship with the customer and encouraging repeat business.

2. Listen Carefully

Customers want to be heard. And by listening to them you can offer better service as a technician. Ask clarifying questions if you need to but remember that most customers don’t know much about HVAC systems.

3. Work Efficiently

As a technician, it’s important to manage your time. Work as efficiently as you can to stay on track and make it to every appointment on time.

4. Follow-Up

If your company doesn’t already offer a follow-up phone call, consider it. Whether it’s the tech or a sales representative, someone should call the customer after their appointment to make sure their expectations were met and to determine whether they need anything else.

Start Working With the Best HVAC Marketing Agency

Hopefully, this information can help you turn calls into sales and identify gaps in the customer experience. Remember that there is always room for improvement and growth for your company.

At Optic Marketing Group we want to help you succeed. We are a full-service HVAC marketing agency with experience helping HVAC businesses. We can provide insights that you won’t get anywhere else.

Contact us today to learn more about our services and to get started!