Page 13 - Oil and Energy-February 2013

February 2013 • 13
Diversification
Focus on image and
marketing strategies to
redefine customer relationships
By Richard Rutigliano, PriMedia, Inc.
BY DIVERSIFYING THEIR SERVICES, MANY
Oilheat companies have an opportunity
to do more than just add a new revenue
stream. They can transform
their image, redefine their
customer relationships and
expand their customer base
by serving new homes and
businesses.
To achieve such dramatic
results, a company must provide a com-
prehensive range of comfort services and
execute an ambitious sales and marketing
program to match. The goal is to evolve
from an Oilheat provider who is focused on
the heating system to a whole-home comfort
provider – and lead contractor – for all ser-
vices relating to comfort and energy usage.
NEW EXPECTATIONS
Customer relationships do not trans-
form themselves. To put itself in a new light
with existing customers, a company must
move boldly to redefine itself and reshape
customers’ thinking about their homes.
While each company has its own vision
for diversification, there are universal
changes happening that everyone should
consider. First among these is the rise of the
whole-house approach to energy efficiency.
Utilities and government agencies are
promoting audits, offering them for free,
and raising public awareness of building
envelope issues.
As homeowners become more aware
of the energy audit option, they are less
likely to purchase a new heating system or
air conditioner without first learning more
about their home as an energy-use system.
(See related article on page 16.) Resistance to
upgrades without audits is likely to increase
with each passing year as the government
continues to promote a whole-home
approach to energy efficiency.
Energy audits are not just a necessary
first step; they are also multipurpose mar-
keting tools. First and foremost, they can
get you into the house to discuss home
improvements. Secondly, they highlight
a variety of potential home improvement
projects that you can perform or assign to
a subcontractor. Thirdly, performing (or
providing) an energy audit positions you
as an expert advisor using a science-based
approach to advise the customer about
the entire home. Fourthly, an audit can
improve a customer’s motivation to make
energy-saving home improvements.
By offering energy audits – either your-
self or from an allied provider – you can
reposition yourself as the customer’s go-to
company for energy efficiency solutions
and whole-home comfort.
You can also customize your energy
audits to better support the services you
offer. If you offer duct cleaning, add a duct
inspection to your audit as a safety check.
If you offer indoor air quality products,
make an air quality test part of the audit.
As the article on page 16 explains, you
do not have to employ your own certified
energy auditor to offer energy audits.
Instead, you can enter a relationship with
another contractor who is trained and
equipped to do the work. For example,
Oilheat dealers on Long Island reap the
benefits of energy auditing because their
industry association, the Oil Heat Institute
of Long Island, has forged a cooperative
relationship with local energy auditing
companies.
PRIMARY POINT OF CONTACT
Whether you train your own personnel,
hire trained auditors, or work with another
contractor, position yourself as the primary
point of contact and energy efficiency
authority, and transform customers’ expec-
tations of what you can do for them.
Take stock of all the major services
that customers need for home comfort and
energy efficiency, and set yourself up to be
the lead provider. Whatever services you
cannot provide yourself, find a partner who
is willing to sub-contract or provide the
services in a cooperative venture. Making
money on any subcontracted services is nice
but not essential. The real goal is to elevate
yourself into the position of lead service
provider so that the customer depends
on you more – and is less likely to call in
another contractor who could jeopardize
the account.
Once you are positioned to claim and
hold the role of lead service provider, it’s
time to update the customer’s perception of
you. Merely offering an expanded range of
services doesn’t change the customer’s per-
Help
Consumers
Embrace Your
Diversified
Company
Continued …