Sales Booklet
Sales Booklet
A Trades Company Home Services Guide
The Importance of the Guide
A Trades Company gives every homeowner we visit a guide that tells them exactly what kind of company we are and what services we offer. What we are not giving them is a catalog filled with prices and sales offers, instead, we are giving them something that reveals the identity of the company they are going to do business with. In the end, the sales guide is something worthwhile to keep in the home after the home service installation is complete. At A Trades Company, the guide is typically one of the few things left behind with the customer after a sales visit, and we stand by every single word written in it!
The three main impressions we want a client to walk away with after reading through our Home Services Guide are the following:
- A Family-run business with integrity
- A Home service expert looking to educate homeowners
- Quality Products & Unbeatable service quality
While the number of pages in your company’s sales guide may differ, The Service Strategist has broken down our guide into different sections you ought to have in your guide. Finally, we will go into the important stuff each of those sections should have in them and provide some of the examples taken right out of A Trades Company HVAC sales guide. In addition, the entire sales booklet has been recreated and is available upon request.
Let’s move through each section of the home comfort guide and explain why we include each section.
A Trades Company Home Services Guide
Section 1: Our Company Story
About Us
A Trades Company tells the client exactly what our company is about, and really means it. A family-run business that has grown into a successful company that delivers quality home comfort services and stands behind the work we do 100% of the time.
Core Values
A Trades Company lists its core values clearly for the client to easily see. A bulleted list like this:
- Safety Above All Else
- Stellar Service
- Exceptional Honesty in everything we do
- Workers Who Champion & Echo our core values
Company History
From humble beginnings to where you are today and each important milestone along the way. A Trades Company started as a guy in a truck who used the backyard as his shop!
- Be honest and genuine and above all else avoid sounding like a corporation.
Community Involvement
Talk about what efforts you made to give back to the local community that has given you their business over the years. Mention charities you donate to or events you have participated in.
A Quote From the Owner
End this section with a personal thank you message from the owner of the company.
A Trades Company Home Services Guide
Section 2: Why Choose A Trades Company
Expertise, Selling Points & Awards
Talk about the combined expertise your staff brings to the table.
At A Trades Company, we have over 40+ technicians over four different home services. We offer industry-leading warranties and guarantees with liability insurance to cover any accidents on the job. Everything is done with our highly trained staff and no outside contractors are ever used.
A Trades Company has won many service awards and top company lists over the years and has an A+ rating with the Better Business Bureau.
Testimonials
If you have any glowing 5-Star reviews from Google, showcase them and let clients know you have strong referrals.
Why Choose A Trades Company Check List
What are some of the positive things homeowners should look out for when dealing with home service companies? Naturally, A Trades Company has many good markings of a quality& trusted home services company like:
- Locally owned
- Community activity
- Experienced Staff long-term staff
- Proper sizing and measuring before selling
- Warranties both from the company and manufacturers
- Grantee the work they install
- Properly licensed service technicians
- Google Guaranteed
- Upfront pricing
- Offers monthly Maintenance plans
- Timely arrival windows
A Trades Company Home Services Guide
Section 3: Home Service Education
By educating the customer on the simple facts about a particular home service you empower them to choose a provider that does things correctly. A Trades Company does home service right, so we are more than happy to educate our clientele on how things should be done. Since we do not cut corners, and only install properly fitted installations.
Apart from your Home Services Guide, you need to prove your expertise by pointing out things that are industry-standard or how to conform to building codes and regulations in your region. This shows trustworthiness, and you have the knowledge and skills to actually be in this business. Do not use these sections to sell products or services because they will come off as less genuine. Just like your teacher in grade school didn’t sell you a calculator after math class.
For example, we use these things to show what an HVAC company should be using:
Heat/Loss Gain in the Home
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- How to properly determine the size of the furnace system a home should have.
The Importance of Warranties
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- Warranties work best with a company you can trust. A Trades Company works directly with manufacturers to help you register your warranties and offer coverage beyond the basic coverage. Labors, Parts, and maintenance are all included in our industry-leading guarantees and warranties.
Air Filters Impact Efficiency
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- Air filters impact your heating and cooling system in two important ways. One, it cleans the air flowing through your home so you breathe better. Two, they prevent dirt & dust from getting into your furnace. A dirty air filter can cause a host of problems for heating and cooling and even shorten its lifespan. Make sure you have them replaced every year.
Gas Leak Tests
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- Whenever you have a new heating or cooling system installed, always have the HVAC technician do a full home gas leak inspection on all gas pipes throughout the home.
Quality Materials
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- The materials A Trades Company uses are only the best and give us the confidence to tell you your equipment will last. Only accept brands that use the highest grade of sourced materials and in the long run, this will save you money and you will need far fewer repairs or replacements. Our families install it in their homes, so you should too.
Air Intake for your furnace
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- A furnace needs an intake air pipe because you want to heat the air from outside the home. Why heat air twice? Save money, increase efficiency, and prevent damage to components only when you pipe the same outside air into your furnace. This is a non-negotiable step at A Trades Company.
Basic Equipment or Systems Diagrams
You want to include some diagrams of the equipment you install or visualizations of the Home Services you offer, so you can explain a bit of the technical process or the equipment when asked to do so. By having these installation diagrams your sales team can also use them as educational tools with clients and help prove your expertise.
For example, an HVAC system has a lot of moving parts so a few diagrams that explain the installation is beneficial for all parties involved. It allows for easier conversations with homeowners when you need to explain why something should be installed or replaced because it is damaged or missing.
Four Seasons Home Maintenance To-Do List
A Trades Company features a useful checklist of different home repairs or steps to prevent home decay for each season of the year. Why do we do this? It gets the customer in the mindset that their home needs attention and if they do not want to do it themselves, then they can hire a home services company. This list also gives them a reason to keep the Home Comfort Guide around for reference, and if they are so inclined, check things off the list.
Section 4:
Guarantees & Warranties & Maintenance Plans
Include a section in your sales guide that promises more than you actually want to deliver, when it hurts to offer it when it impacts your bottom line, then you know you have a set of guarantees warranties, and maintenance plans that will actually set your company apart from others. Think of it this way, if you do not offer more you cannot charge more.
Guarantees
For a little more insight into the thought process behind guarantees makes sure to check out the write-up on the topic located in the Consultative Sales Process Pillar.
Here are the guarantees we suggest you use in a home comfort guide:
- We Respect Your Home
Our home service techs always use drop cloths, tarps, and running mats from point of entry all the way to the worksite. A Trades Company wants to ensure that when we leave your home your floors are as clean as when we arrived. This is why all Home Service Techs will wear shoe coverings as well. If a mess is left behind, we will have it cleaned!
- Safety in Your Home
Every Home Service Tech undergoes both a background check and a drug test before they work for A Trades Company this way, we can ensure a workforce with the highest level of integrity. Before a Home Service Tech arrives, their photo will be sent to you by email or SMS this way you know exactly who will be entering your home. A Trades Company tech will always be dressed in our company uniform and is fully licensed and insured.
- Your Time Matters
A Trades Company always provides a realistic time window for our Home Service Techs to arrive at your home. We will never give you an 8 Am to 5 PM time window and it always is within a 1–3-hours timeframe.
- Complete Satisfaction
A Trades Company stands behind the materials and the work that goes into every home service installation. If at any point you are not satisfied with our home service, we will come back and make it right. We honor this guarantee for one year and in most cases is completely free.
- Transparent Pricing
A Trades Company makes the exact cost of our Home Service 100% clear, and nothing will be unexpected. We know HVAC installations are expensive and repairs can cause sudden stress and problems with your home comfort. This is why we will never do work unless you know the cost of it and agree.
- Installations Properly Fit
We measure your home, account for all environmental variables, and install equipment that fits. Our Heat/Loss Gain Analysis ensures your home will always get the perfect heating and cooling system in place. If your home cannot maintain a comfortable temperature in the winter and summertime during the 1st year, we will replace it free of charge.
- Protection Against Factory Defects
Manufacturers admit that a certain small percentage of equipment comes with a defect. In most cases, the manufacturers cover these kinds of faults, but A Trades Company takes it one step further. We will replace any piece of defective equipment we install if it fails in the first 5 years with the same model or equivalent.
- Lifetime Recommend Repair
A Trades Company stands by its lifetime warranty, when and if purchased by the client, and if the proper maintenance of the unit is followed, we ensure the lifespan of the unit through proper repair or replacement.
Warranties
For a little more insight into the thought process behind warranties makes sure to check out the write-up on the topic located in the Consultative Sales Process Pillar. Take note that this is typically offered on high-end equipment only because it has far lower liability costs attached to it as the equipment lasts much longer.
- Extended Manufacturer’s Warranty
- A Trades Company takes the standard manufacturer’s warranty and upgrades it to a 10-15 parts and labor coverage. Anything installed by us, both inside and outside the unit, we repair or replace with no additional cost.
- Priority Booking
- Jump to the front with same-day service. If your installation is not working, it is our mission to fix it as soon as possible and get one of our Home Service experts into your home solving your problem.
- Free Yearly Maintenance
- For the lifespan of the installation, we will schedule & perform free annual maintenance on it. Don’t stress it, we do all the leg work and fit it into your busy life.
- Free Yearly Filter Replacements
- During the maintenance of your installation, we also change out the filter with a brand new one free of charge. This ensures proper airflow in your HVAC system and clean air all year around.
Monthly Maintenance Plans
This is more than an upsell, it is a way to offer the client peace of mind at a cost level they are comfortable with. A maintenance plan allows you into the home more often and guarantees a certain level of comfort with the installation you are setting them up with. A Trades Company allows clients to cancel at any time.
Plan #1 – Choose: Furnace OR AC
- One Free Maintenance on choice
- Waived Diagnostic Fee (Service Call)
- 15% repair discount
- Priority Booking
Cost: $10/month
Plan #2 – Furnace AND Air Conditioner
- One Free Maintenance on AC
- One Free Maintenance on Furnace
- Waived Diagnostic Fee (Service Call)
- 15% repair discount
- Priority Booking
Cost: $20/month
Plan #3 – Full Home System Care
- One free maintenance on: Furnace, AC, Humidifier, HRV, Water heater & Fireplace
- Waived Diagnostic Fee (Service Call)
- 15% repair discount
- Priority Booking
Cost: $30/month
Looking for more information? We have a more detailed Maintenance Plan Subscriptions Write-up!
Certificate of Liability Insurance
There is no obligation you ever need to show the client your liability insurance, but you are trying to create a lasting business relationship. Do them the courtesy of full transparency where it doesn’t reveal anything too telling. At A Trades Company, we simply list the coverage in a single legal document that shows our employees who enter a home are covered by insurance.
Certificate for Lifetime Repair Guarantee/Warranty
By showing the client the legal fine print behind the great guarantee or warranty they are getting puts their mind at ease. It gives them an additional dose of confidence that there is nothing hiding, everything is in plain sight. Again, this is a step to show A Trades Company is upfront and honest.
Section 5: Manufacturers & Services Explained with Coupons
Manufacturer’s Products
A Trades company has an excellent Business to Business relationship with an HVAC manufacturer and we feature their written words about their products within the pages of our Home Services Guide. In this case, The Service Strategist has used Trane products as an example.
A Trades Company includes these pages for a few reasons. One, we stand behind the high-quality products produced by Trane and are happy for them to advertise in our Home Services Guide. Two, a part of being an excellent Home Service company is educating the client about HVAC products, and who better to do it than the manufacturer making them. A Third reason is to gently push the client towards the premium products because at A Trades Company wants to also make more money on the higher ticket items.
Services Offered and Explained
What services can your company offer, or what upsells can you highlight outside of just furnaces and air conditioners? In this section, you are again educating while advertising to the client the different home comfort upgrades, they could be living with right now. In terms of HVAC, you want to have a one or half-page write-up on the following services or upgrades:
- Air Filtration & Filter Replacement
- Air Conditioner Coil Cleaning
- Heat Recovery Ventilators
- UV Lights
- Ductless Systems
- Hot Water Heaters & Tankless
- Home Humidifiers
- Duct Cleaning
A Trades Company has also added services beyond HVAC, and we simply add those pages to the back of the guide. For instance, know a phenomenal plumber? Hire them full-time and offer drain cleaning services in your Home Services Guide!
Offering Coupons
Alongside each page of this section where A Trades Company recommends products and services offered by our company, we include a coupon valued at $100 or more for a particular service that appears on that page. For example, $200 dollars off the installation of a tankless water heater or $100 off EVAP coil cleaning. The important thing is to include the coupon on the corresponding service page.
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