Ruth King
Contributing Writer
Profitability Revolution Paradigm

Here’s the difference: Clients come back and use you again.  Customers may or may not.  The dictionary is very clear on the difference.  We’ve homogenized it over the years so we think that the two words mean the same thing.  They don’t.

I like the definition of client – a person under patronage.  I also liked the definition of patron – a protector; one who supports a person or a work.

We are protectors.  We help make sure that the HVAC or plumbing system in person’s home or office operates efficiently and keeps them comfortable.  We’re available when problems arise.  Our job is to build trust so that we can be depended upon.

So, perhaps we should think of our customers as clients.  Most professionals have clients. We are professionals.  I always tell technicians that they are the doctors.  The client is calling them to fix or maintain his system.  And, the technician is responsible for giving his expert opinion about the “health of that person’s HVAC or plumbing system”.  Not telling the client something because he is afraid that the repairs would be too expensive, take too much time, etc. is a breach of his duty as a technician.  (How would he like it if he went to the doctor with a broken bone; the doctor took his blood pressure and didn’t tell him it was high because he was only concerned about the broken bone?)

The client is his patron. It is the technician’s responsibility to educate the client so that the client can make an informed decision about what is best. It is the client’s right to decide to do everything that the technician recommends or nothing the technician recommends. And yes, sometimes clients make the wrong decision in our minds.  However, they still are the client.

Here are two activities to keep protecting your clients:

First, get your technicians ready. Remind them that whenever they go to a client’s home or office, they should record everything that is wrong with the HVAC system.  Spend the time diagnosing the system.  Even if you are not on flat rate, it is the technician’s responsibility to tell the client what is going on.  What he sees may not be the reason that he went to the client.   However, a good technician always keeps his eyes open for other legitimate work.  He should write his findings on the service ticket.

The client may choose to have all repairs made.  Or, repair only the problem that will get the system operational again.  However, there won’t be any surprises if the recommended repairs aren’t made and the system breaks down in a few weeks or months.  This may be a budgeting tactic used by the client.

In addition, if all of the repairs are not approved, you have potential work for when it gets slower. A copy is made of all service tickets where work is recommended but not approved.  The copy is put in a tickler file. When work slows down, the dispatcher pulls the file and starts making telephone calls.  Most clients have forgotten and the majority of them approve the work on the telephone.

Second, service agreements are critical.  They provide a valuable service to your clients, helps keep their systems in peak operating conditions, and helps save them money. You have a better chance that they will remember you when they need you for repairs or to help them write smaller checks to their utility company! Your company needs to focus on service contracts every day.  It furthers the client relationships and builds your business.