The maintenance plan playbook
How to design, pitch and renew a plan customers actually keep.
A maintenance plan trades a little margin per visit for predictable revenue, fewer emergency calls and a customer who calls you first. Done well it is the most stabilizing thing a seasonal business can build.
Keep the offer simple
- One or two tiers, not five.
- State exactly what's included: number of visits, what's checked, any discount on repairs, priority scheduling.
- Price it so a single visit is clearly worth it, then make the annual price a small step beyond.
Who to pitch
The best prospects are customers who have already paid you for real work. They know you, and they've seen the quality. Look for customers with completed jobs who have never been offered a plan.
When to pitch
- At the end of a job, when the work is fresh.
- In the shoulder season before a rush, by email.
- After a repair that could have been prevented.
A short pitch
Hi Dana, thanks again for choosing Cool Air for the install. Many customers add our yearly tune-up plan — two visits, priority scheduling and a repair discount. Would you like me to set that up?
Renewals are where the value is
- Track every renewal date.
- Reach out 30–45 days ahead.
- Make renewing a single reply.
- If a plan lapses, follow up within a couple of weeks — the customer is still warm.
Measure it
Watch active plans, renewal rate, and recurring revenue at risk. If renewals slip, you'll see it long before the revenue disappears.
How Perché helps: it tracks contract renewals (flagging anything within 45 days or past due), lists customers who've never been offered a plan, and shows recurring revenue at risk. Plan features are part of Professional.
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