Dec 3, 2021
While I can’t gift you a money tree, after talking to dozens of our electrical customers, I can tell you that one of the best ways to grow your business is through recurring revenue.
What is Recurring Revenue and Why Should Your Electrical Business Have It?
Recurring revenue is predictable, stable revenue that comes into your business at regular intervals. It helps you better maintain cash flow, reduce reliance on one-time sales and most importantly, allows you to forecast revenue so that you can make better decisions for the future of your business.
Even though recurring revenue is valuable for electricians, many electricians, especially in the residential space, often don’t think about building recurring revenue into their business model.
Homeowners assume they have a static electrical system that doesn’t need any kind of regular maintenance, and business owners I’ve spoken with over time say that the average homeowner usually calls an electrician out for maintenance just once every 7 years.
As a result, some residential electricians don’t see enough demand for recurring services to justify building them into their business model. But imagine if you checked in on your residential customers every year or so. There’s definitely an opportunity there to create recurring revenue.
For electrical businesses in the commercial space, recurring service work is more common. This includes “Contract Maintenance–such as moves, adds and changes (MACs) or power-use evaluations and on-site maintenance.” However, there’s often steep competition for these contracts, so it takes more time and resources to make yourself stand out.
To stand out from the competition and create recurring revenue, some electricians create maintenance packages that include inspection and or service on a monthly, quarterly or annual basis. Others create bundles out of their services and offer them at a discounted rate.
No matter how you decide to sell recurring services in your business, these are the best practices that simPRO electricians suggest.
1. Build a Loyal Customer Base
It’s cheaper to retain customers than convert new ones.
So, any time you work with a perfectly-suited customer for your business, it’s worth going the extra mile to increase the chances that they’ll want to hire you again.
Go beyond simply completing their initial job and instead find ways to build genuine relationships with existing customers who might need, or have, recurring work.
You can also look for repeat customers already in your contacts and segment them into a list. Then offer those specific customers certain discounts when they purchase recurring services, such as a monthly, quarterly, or yearly inspection package.
Incentivize new customers to become repeat customers by offering special discounts or referral bonuses on top of any bundled services.
2. Teach Technicians How to Sell Monthly Recurring Services
Make sure your technicians fully understand how to sell recurring maintenance or service packages.
Train them on the packages you offer, make sure they know every detail of how the contract works and which services it covers.
This makes it easy for them to answer questions on the spot and connect the dots for customers on how the package helps solve their unique challenges.
For example, teach them to lead with cost savings as the main benefit and encourage them to use the customer’s real numbers as an example.
Even if a customer isn’t ready to buy a recurring package at first, make sure technicians note that they might be ready later, or even that they might be able to upsell them later.
You can also send service reminder emails to specific customers, giving them a taste of the value of not having to remember themselves when they need service.
This helps you build trust with your customers because it shows that you are dedicated to them regardless of whether they decide to purchase a recurring service package now, or in the future.
The more that your customers trust you, the more willing they’ll be to hire you time and time again.
3. Boots on the Ground to Win Contracted Monthly Recurring Revenue
Send someone out to look for apartment buildings, retail spaces, or facility maintenance companies that might contract out electrical installation and service (i.e. malls or other shopping areas).
Then, ask for the building manager and offer them a list of the repairs and maintenance services you provide.
Often the building manager has the authority to hire you, or they may work with a facility maintenance company that contracts out electrical work. If that’s the case, they can often put you in contact with the facility maintenance company instead.
You can also look for non-electrical installation businesses that need electrical pre-work, essentially anywhere there’s a need for power, and there is none.
While they’re not super profitable, these are easy jobs to complete and can fill in slow days, help you network and build relationships with other businesses in the trades that might want to work with you on projects down the line.
Let’s Hear from You
What are some of your other tips for increasing recurring revenue? If you’re willing to share, connect with me on LinkedIn!
Ben Hedenberg is the Sales Director for simPRO North America. He brings over 20 years of experience working with the trades and is passionate about using technology to help improve their businesses and their lives. When he’s not meeting with business owners, you’ll find him enjoying time with his wife and four kids, and working on new projects for his 110 year old house.
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