Three Things Every HVAC Company Can Learn from Ferrari

Even if you’ve never been behind the wheel of a Ferrari, you know the car. That iconic red image in your head isn’t the result of flashy and expensive marketing, but a carefully crafted brand that focuses on word of mouth and creating a culture. So what can we, as commercial HVAC companies, learn from this strategy?

1. Don’t sound like everyone else.
In an article with Fortune Magazine, Marco Mattiacci (president and CEO of Ferrari North America) said, “Put a Ferrari in the dark and just by touching the car, you will recognize it as a Ferrari.” For Mattiacci’s company it’s about creating a brand that’s unique and unlike any other. What will make your customers stay with you? What can you offer that no one else in your market does? Do you offer quality workmanship? Have the best technicians? Good, the guy down the street is saying the same thing. Think outside of the ‘We-Do-Everything-On-Time-and-On-Budget’ box because generic messages go unread.

2. Be exclusive.
The average wait time for a Ferrari is six to 12 months. It’s not just who has the money to buy, but more about the passion for the Ferrari culture. Are we as selective with our customer base? We all have those customers who set ever-growing demands while asking us to keep our price the same. For those who are causing more grief than business it may be time to say goodbye.

3. Grow your fan base.
Ferrari thrives because of their loyal fans. Who are your best customers? How can you get 15 more just like them? Use your fans to help sell what you do. Ask your customers for video testimonials about why they do business with you and how you make their lives easier. Better yet, shoot the video after an emergency call or after you solved a really big problem for them. They’ll be more willing to share because you just saved their day.