In the 8-Step Customer Value Journey, the Convert phase (Step 4) is the first “moment of commitment.” Up until now, the customer has only given you their attention (Engage) or their contact info (Subscribe). In this stage, they finally give you their Time or a small amount of Money.
For Hexagon Air & Heat, the goal of the Convert phase isn’t to sell a $15,000 HVAC system yet—it’s to turn a “subscriber” into a “customer” by providing a low-risk, high-value “Tripwire” offer.
1. The “Tripwire” Concept
A Tripwire is an irresistible, low-priced offer designed solely to change the relationship from prospect to customer.
The Goal: To get them to “dip their toe in” without the fear of a massive investment.
Hexagon’s Tripwire: Your $49 Seasonal Tune-up or a $79 Diagnostic. These are “splintered” services—taking a small piece of your core value and offering it at a price that makes saying “no” difficult.
2. Commitment of Time vs. Money
In Light-Commercial HVAC, the “Convert” might not be a dollar transaction initially. It could be a Free Site Audit or a Discovery Meeting.
Residential: Usually a small monetary transaction (Maintenance).
Commercial: Usually a high-value time commitment (Facility Walkthrough).
Why it works: Once someone has spent $1 or 30 minutes with you, they are 10x more likely to buy your core offer in the later “Ascend” phase.
3. Removing Friction (The “Yes” Path)
To maximize this phase, you must make the purchase process as seamless as possible:
Booking Ease: A “Book Now” button that actually works and integrates with your dispatch software (like ServiceTitan or Housecall Pro).
Speed of Response: If they request a “Convert” offer, the “Lead-to-Call” time should be under 5 minutes.
Transparent Pricing: No hidden “trip charges” or “service fees” that aren’t mentioned upfront.
Convert Success Metrics for Hexagon
| Metric | What it Tells You |
| Offer Conversion Rate | What % of your email subscribers actually book the $49 Tune-up? |
| Cost Per Customer (CPC) | How much did you spend in ads/marketing to get that first $1? |
| Booking Lag Time | How long does it take from “Subscribed” to “Converted”? |
TO DO LIST:
ONGOING
Tune-Ups:
Hexagon Air + Heat offers $99.00 Bi-Annual Tuneups and has lowered the price to $49.00. during the offseason.
ONGOING
Diagnostic Fee:
Hexagon Air + Heat offers a $99.00 fee that is waived if the if the customer proceeds with the repairs.
ONGOING
Free Site Audit:
Reserved for Commercial customers where you make a site visit before offering any pricing.
CRITICAL
Remove Friction:
Hexagon Air + Heat is in the process of updating the website with many opportunities to make contact with the company through (Calls, Text, Forms, Chat, etc.).
