Although we use our garage door everyday, most consumers neglect to realize that their garage door systems require a maintenance program to ensure safety and proper functionality. That said, it is our duty as industry professionals to inform homeowners of the importance of annual garage door tune-ups and the complications that can occur if they are not performed.
We know from being in this industry that most consumers do not call or request service until there is a major problem with their garage door. By that time, dollars are spent, time is wasted and the consumer is left unhappy. This pattern affects our end as well. Our highest gross profits come from service business, which is also our key to building long-term relationships with customers. Below are a few points on which to focus when familiarizing your customers with garage door maintenance. Following these guides will lead to improved customer safety, enhanced business and strengthened relationships — all of which will help make lifelong and loyal customers.
EDUCATE and RELATE
We drive our cars everyday with the understanding that we must occasionally tweak their components in order to keep them in good condition and safe for the road. Homeowners need to know that, just like a car, a garage door needs service in order to maintain its “transmission.” Remind them that the garage door is the biggest home appliance of all, needing the same extended warranty services and programs as with other household appliances. Communicate to them that with an annual tune-up they can avoid huge repairs, expensive costs and, most importantly, they can improve the safety and life of their garage door.
TAKE the INITIATIVE
Express the need to keep garage doors in top shape by marketing annual tune-up sales and other incentives. Consider including maintenance and service tips via a safety campaign in local newspapers. Approach residential developers with an anniversary tune-up special for residents to celebrate one year in their homes; this will create relationships for your business. Partner with real estate agents and relocation-service companies eager to help provide service needs for home sellers concerned with the condition of their garage door. Offer to do a free door inspection and present available maintenance programs.