Fixing a furnace might be a one-time job. Connecting with your customer? That’s what generates business for years to come.
There’s no doubt: technical skill gets you in the door, but storytelling sets you apart.
In a crowded market, customers don’t always remember who had the lowest price. They remember who made them feel confident in their decision. And that’s where storytelling comes in.
Service providers who can tell a good story are far more likely to be remembered when a customer is deciding who to call. Why? Because people retain up to 22 times more information when it’s delivered as a story instead of a list of facts.
That matters in HVAC.
Technicians are used to explaining equipment, efficiency ratings, parts and procedures.
The problem is that customers don’t think like technicians. They think emotionally. Storytelling — especially when it includes emotion — connects with the left side of the brain and helps drive purchasing decisions. When done well, it reduces price resistance and helps customers see value in what you’re offering.
Instead of leading with features or discounts, try sharing stories about real customers who faced similar problems — and how you helped solve them.
The key is preparation. Start by developing three go-to stories that represent your values and the type of service you provide. This isn’t about sounding scripted. It’s about being intentional and confident in how you communicate.
Every strong story should answer four questions:
- What issue was the customer dealing with?
- How did you diagnose or approach the situation?
- What was the result, and how did it improve their comfort or peace of mind?
- What’s the takeaway you want the customer to remember?
To make the story land, add details. Talk about how the customer felt: perhaps they were frustrated with repeat breakdowns, worried about safety or relieved once the issue was resolved. Emotion is what turns a service call into a memorable experience.
Think about the customers and jobs that stand out to you. Which ones are you proud of? Which ones highlight your honesty, expertise or commitment to doing the job right? Spend some time shaping those experiences into short stories you can tell in two minutes or less.
Then, take one for a test drive.
On your next customer visit, share a story that fits their situation and see how they respond. Chances are, you’ll notice a shift — from skepticism and hesitation to trust and confidence.
Because when customers remember your story, they remember you.
