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A Content Strategy That Will Grow Your Business
HVACR contractors have historically relied on referrals and traditional marketing efforts, such as direct mail, phonebook advertising and print advertising, to grow their businesses. Although t...
At The Kitchen Table
Like a fighter bracing himself for a blow, every time I ask a group of sales fol...
Tops In Trucks
You have roughly five seconds to grab a consumer’s attention and brand your identity into...
Discovering Customer Needs
You enter a customer’s home and he immediately points and says, “The equipment is over there.” The customer then turns and walks away. Good start or bad start? Bad start. In these few seconds the customer has essen...
Maintaining Customer Interaction
Irecently was reading an excerpt from “The Game-Changer,” a book by A.G. Lafley, CEO of Proctor & Gamble, and Ram Charan, a very prominent expert on business management. In the excerpt, Lafley talked abou...
Green Machines
Energy efficiency is a powerful marketing tool. Knowing what’s out there will help you educate your customers.
1-800-Call-Me
Have you noticed increased competition lately? Is your utility selling service agreeme...
Drip Marketing Critical To Cash Flow
Consistent cash flow is critical to your business. There are many ways to ensure that you have consistent cash flow. One is putting service-agreement dollars in an interest-bearing account.
A...
Building Web Sites
Last month’s cover story, Advance Sales Via The Web, gave you a great blueprint for a Web site. And I hope it gave you a few ideas on how to i...
Creating Customer Trust
People want to buy from someone they trust. You can be the most knowledgeable hvacr person there is but if the customer doesn’t trust you they won’t buy from you. I know you’re trustworthy. You...
Networking Works
Word-of-mouth advertising is a powerful marketing tool. Joining a networking organization will enable you to spread the word even farther.
Advance Sales Via The Web
In the Internet age, consumers like to comparison shop. Help them make better decisions with a robust Web site.
Create A Stellar Sales Culture
Competency, motivation and environment – understanding that these factors work in tandem to create stellar results is the key to a salesperson’s success.
Managing Sales Performance
Setting a goal and creating a plan for achieving it and not reviewing performance regularly is like setting out for a road trip without ever looking at the route you mapped out. Maybe you’ll get there — maybe you won’t.
Building A High-Performance Company
We used to call it quality. Today, it’s performance excellence or, simply, the pursuit of the high-performance organization. Is your business on the road to high performance?
Sales-Style Analysis
Understanding how your sales team approaches customers will enable you to provide the right support.
Setting Sales Goals
Not having a goal is like being a cork in the water that will end up where the wind and tide take it.
Flip This Fleet
Keeping your vehicles in tip-top shape sends the right message and saves money.
Avoiding False Starts
Building a dynamic and highly profitable hvac retail business with residential service agreements.
Added Value — A Powerful Marketing Principle
In an effort to emphasize the importance of understanding and practicing the marketing principle of added value, I’ve decided to revisit and elaborate on a past Discipline of Leader...
Maneuvering Holiday Cash Mistakes
In terms of finances, holiday planning doesn’t automatically come to mind — but it should.
I’ve seen contractors make two major financial mistakes at holiday time and I want to ...
How To Break Into The DDC Market.
Need a few good reasons to get into the direct digital control (DDC) game? There are plenty. DDC technology is good for business and good for the bottom line both yours and your client’s. DDC technology can h...
Proven Ways To Generate Sales Leads
As I write this column from my home near Atlanta, we continue to have record-high temperatures. We have seen triple-digit temperatures daily during this three-week-long “heat wave,” and local weather forecast...
To Close More Sales, Offer More Choices
“I sold a job last night for over $13,000,” Roger said. “I couldn’t believe it! I was so nervous when I put the proposal in front of them, I couldn’t even say the number. Before I could ask, he...
What Are Customers Looking For?
If you are an hvac retail company, your present customers, as well as any new customers, are looking for four items and they are not complicated. In fact, they are very basic. Yet, most companies do not underst...
Keep LEEDing The Way
By Ellis G. Guiles Jr.
In the last article, we reviewed why the LEED (Leadership in Energy and Environmenta...
Seven Must-Have Traits For Your Next Sales Hire
You’ve heard the phrase, “People don’t like to be sold, but they love to buy.” It’s true, and people buy from salespeople they like and grow to trust. This is the difference between the varying degrees of...
Who Makes Buying Decisions? Women!
I bought my first brand new car in 1989. It was a Honda Civic, and my husband-to-be was with me. I had a lot of questions about the car, which I asked directly to the salesman. He answered them. But he d...
Breathe Easier
The first step toward building a successful IAQ program is understanding the basics.
