On April 16, 2007, my wife talked me into adopting a tan, 2-year-old Labradoodle and Sheepdog mix. She wasn’t the dog I had in mind, but she slowly grew on me. We gave our boys the important role of naming the dog. They came up with “Biscuit” because of her color, and “Girl” for obvious reasons. We went with Girl.
Girl was with me back in my HVAC contracting days and when I started working with National Comfort Institute. My boys, who are both in their 20s now, can’t remember a time without her. All of this changed on Aug. 14, 2023, when I had to make a choice that I hope no one reading this article ever must make. I faced the heart-wrenching decision of putting our beloved dog of 16½ years to sleep.
Among the feelings of grief and guilt I had at this moment, my veterinarian and her team were shining examples of empathy. They gave me a masterclass on the finer points of customer service as they identified with, and related to, the thoughts and feelings I was experiencing. Here’s what happened and how you can apply these same principles in your business life.
The Unexpected Realization
Aug. 14 started like any other day. I went to my office to greet Girl along the way and eventually let her out. However, something was different. She was awake but couldn’t stand up or walk. I had to carry her outside and hold her because she couldn’t support her weight.
Girl’s health had been rapidly declining for months, and, at one point, we didn’t think she would make it through the night. I alerted my wife, and as we tried to help our poor dog, we realized today was the day we had dreaded for so long. We hoped nature would take its course, but, unfortunately, we had to take matters into our own hands.
Many of your customers also have unexpected and unwanted issues pop up with their HVAC systems. They may have suspected something was off, but reality doesn’t hit home until the day they can’t ignore the problem anymore. Understand that when you arrive at the job, they may be overwhelmed and in shock.
It’s easy to forget that what is a regular day on the job for you is a significant event in the life of your customer. Be sure to give them and their situation the attention and respect it deserves in their eyes.
The Call
My wife called the vet to tell them what was going on and schedule an appointment. The receptionist’s response to my wife’s phone call was full of compassion and shared sorrow. They had cared for Girl for years. The receptionist told my wife about the next steps that would happen and found us a time we could come in two hours later.
There was tremendous anxiety between the time we made our appointment and the time we left. I still remember how my stomach was in a knot as I dreaded what was coming. My thoughts ran wild as I considered the worst scenarios that might play out.
Your customers can have similar anxieties. Most homeowners aren’t used to having HVAC professionals in their homes every day, and it can trigger a range of emotions for them. While it’s nothing new to you, it may be a rare experience for your customers.
Don’t forget to put yourself in the customer’s shoes and see the experience through their eyes. Make sure your receptionist and dispatchers know how to prepare the customer for the call and remove any obstacles and concerns they may have. By giving the customer the next steps to expect, it helps prepare them for what’s coming.
The Arrival
It was raining when we left our home to head to the veterinary office. I still remember the smell of the rain and trees as I carried Girl to the car. When we arrived, the receptionist met us with a smile and sorrow for Girl’s condition. Going to the vet’s office normally scared Girl, as evidenced by her shaking. However, during this visit, she showed no emotion and just let my wife hold her while I took care of the paperwork and payment.
What I saw on the document they had me sign stuck with me. It said the reason for putting Girl to sleep was so she could go home. The thoughtfulness that went into this small sentence touched me so much that I teared up a little when I read it. About this time, the vet called us back into the examination room.
When you arrive at a customer’s home, how thoughtful are you about first impressions? What are the special things you do to make that first impression a positive, lasting one? I’ll never forget the document I signed that said Girl was going home. Don’t underestimate the importance of first impressions when you arrive.
The Interview
The first thing I noticed as the vet called us back was how understanding and kind she was. This business has always been great about treating us like family, but they also treated Girl like she was their dog.
The vet comforted us and asked us various questions about Girl that described how she used to be before she became ill and her condition gradually worsened. She asked questions about her activity, eating, and distinct traits of her personality.
My wife was all too eager to describe Girl. As she talked, I noticed how well the vet listened. She made eye contact with my wife and wasn’t multitasking. Instead, she focused on my wife’s comments and took notes. We told the vet how Girl used to run through the yard, bounce off the front door, and about all the fun we used to have with her. We also described how well Girl ate and her favorite treats that we occasionally gave her. But since she got ill, those activities were distant memories saved in photos and videos.
As an HVAC technician or salesperson, do you listen to what your customers say during the interview? I mean really listen and pay close attention to what they’re saying. Are you really hearing them, not just waiting for a chance to respond? It takes a careful listener to hear more than words — to hear and capture the feelings and meanings that hide in these words.
The Procedure
The vet gently carried Girl out to shave her paw so they could prepare for the procedure. It felt like an eternity. After looking at my watch, only five minutes had passed. Finally, the vet and her assistant brought Girl back into the examination room, where she laid still.
As the veterinarian put Girl to sleep, she talked to her and said, “Now you can run all you want to, eat everything you want, and bounce off all the doors that your little heart desires.” The veterinarian had truly listened to what my wife said and then reframed it. It touched us as we both began to tear up at the realization that this was it. Shortly after, the vet checked Girl with her stethoscope and let us know that she had gone home.
Each of your customers is going through something. Just being kind, comforting, understanding, and treating that customer and their home’s HVAC system like it’s your own might be the one thing that helps them get through a tough situation. An HVAC system going down is a very stressful time in a customer’s life. Don’t underestimate the influence that you could have on them.
Going Home
The vet had my wife and I step out as they wrapped up Girl in the blanket we brought her in so that we could bury her. The entire office staff made every attempt to comfort us and make it easier to send Girl home. As my wife got into our car and I placed Girl in her lap, the sun finally started to come out. We left the veterinary office to head home and lay Girl to rest.
I buried Girl at 11:15 a.m. on Aug. 14, but I still look for her each time I go down the stairs to my office. It’s hard to break old habits.
It’s easy for a technician or salesperson to get wrapped up in what they do every day and forget that our main job is serving people. Once you leave a customer’s home, they will feel your influence for a long time after you’re gone, either positive or negative. Paying attention to the minor details makes the difference. If you’ve made a positive impression on a customer’s life, they will remember you even if they don’t remember exactly what you did or why you did it.
Our veterinarian and her staff made a hard decision a little more bearable because of their compassion and understanding. If this experience has taught me anything, it’s that kindness can come from somewhere when we least expect it. Never underestimate the difference you can make in a customer’s life, and don’t let that opportunity pass you by.
