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Sales

Cruising the Strip and Turning Heads

Originally published: 06.01.14 by Pete Grasso

Sometimes, generating leads is as simple as putting your name out there in a memorable way. Three HVACR business owners share their unique take on mobile marketing.

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Don’t Let Your Sales Managers Sabotage Your Training

Originally published: 05.01.14 by Paul McCord

Your frontline sales managers have more influence on how your salespeople sell than anyone else. If sales managers don’t believe, your sales team won’t believe.

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Selling Thermostats that Save Customers Energy and Money

Originally published: 04.01.14 by Bill Fortner

6 steps to ensure you don't miss another opportunity to make add-onn sales.

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Selling HVAC Equipment in A Post -Millennium

Originally published: 03.01.14 by Jaime DiDomenico

How to Optimize Your Company Culture for Sales Growth

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The Advantages of Variable-Speed Technology

Originally published: 01.01.14 by John Gibbons

The Advantages of Variable-Speed Technology. Variable-speed technology provides contractors with the opportunity to offer superior solutions to their customers. While single- and two-stage HVAC equipment can be effective, variable-speed technology truly presents consumers with more energy-saving potential and significantly improved home comfort. The term “variable-speed technology” simply refers to the ability of a heat pump or furnace to automatically vary its operating speed.

View The Advantages of Variable-Speed Technology

 

Finishing and Implementing Your 2014 Three Page Business Plan

Originally published: 12.01.13 by Ruth King

In the past two months you’ve created your 2014 goals with your employees and your 2014 marketing plan. This month you’ll complete your three page business plan by estimating your 2014 budget. I’ll end this series with some implementation suggestions so that you make 2014 your best year ever.

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Make Your Social Media Work for You

Originally published: 11.01.13 by Kelly Meeneghan

How To Properly Leverage These Platforms To Work For Your Business

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Four Steps for Developing a One-Page Marketing Activities Plan

Originally published: 11.01.13 by Ruth King

How to create page two of your three-page 2014 Business Plan

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Developing Your Digital Marketing Skill Set

Originally published: 10.01.13 by Jeff Shawd

You know the technical side of your business, but your marketing skills might need improvement. This article shows how investing time to strengthen your digital marketing skill set can pay off.

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4 Steps to an Ideal HVAC Winterization Service Marketing Campaign

Originally published: 09.01.13 by Joy Gendusa

Promoting your business during Fall months can generate wintetime sales and revenue

View 4 Steps to an Ideal HVAC Winterization Service Marketing Campaign

 

4 Steps for Implementing Suggestive Selling and Increasing Your Close Rates

Originally published: 09.01.13 by Ken Reese

This action plan for implementing suggestive selling into your business model will help you increase close rates.

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5 Keys to the Art of Price Conditioning

Originally published: 08.01.13 by Keith Mercurio

Discussing price earlier in a call – a practice called Price Conditioning – can be more successful in getting customers to do business. Here are five key steps for implementing Price Conditioning

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SEO in a Contracting World

Originally published: 08.01.13 by Kenneth Goodrich

Goettl Good Guys Air Conditioning Repairmen uses these 10 basic steps to maximize their use of SEO. How does it work?

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Guidelines to Selling Sustainability

Originally published: 07.01.13 by Frank Rotello

Selling sustainability is about offering a long-term value to your customers that will provide a payback for years to come. The sales process is based on presenting data and solid solutions while building a durable relationship with your customers.

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Top 5 Rules for Effective Vehicle Wrap Design

Originally published: 06.01.13 by Dan Antonelli

Using your vehicle(s) to help brand your company should be part of an overall marketing and branding effort, so that what ends up on your fleet is an extension of all the other marketing your company does. Accomplishing this takes more than just manual labor and the ability to print. It requires an understanding of proper branding and the application of the rules of effective advertising with an outdoor medium.

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Are You Maximizing Your Fleet's Advertising Potential?

Originally published: 06.01.13 by Greg Smith

Whether they have a fleet of one, or many, smart business owners recognize their fleet’s value for cost-effective advertising.

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Knocking On Doors Persistently Pays Off

Originally published: 05.01.13 by Andres Lara

5 keys to stay determined.

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You've Got 8 Seconds, Be Interesting Or Lose the Sale

Originally published: 03.26.13 by Jenn Morgan

The average adult attention span is 8 seconds, according to studies. Therefore, sales professionals must capture a customer’s attention immediately.

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3 Keys to Marketing Success

Originally published: 01.01.13 by Terry Tanker

Key in advertising is to deliver ongoing, consistent messages that emphasize the quality.

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7 Ways to Turn Your Business into an ‘Overnight Sensation’

Originally published: 01.01.13 by Stacey Hall and Denise Michaels

Telling your story in a compelling way and being forthright in business will build up your reputation and set the stage for star status.

View 7 Ways to Turn Your Business into an ‘Overnight Sensation’

 

Updating Your Business Plan? Don’t Forget About Marketing!

Originally published: 01.01.13 by

The New Year is a good time to revisit and refresh your business plan. In recent years, the economy, technology, and consumer habits have changed rapidly and dramatically, affecting every aspect of your business. That makes it absolutely vital to re-evaluate your short- and long-term strategies. One of the most critical elements of any business plan is your marketing strategy.

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7 Reasons Why Customer Referral Programs Fail

Originally published: 12.01.12 by Bill Lee

There are certain predictable mistakes companies make that can derail customer referral programs before they ever get off the ground.

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Driving Inbound Marketing With Content Management

Originally published: 12.01.12 by Colleen Weston

When using social media tools alone to drive your company’s messages, it’s nearly impossible to determine the correlation between all the likes, tweets, and shares you receive and how they translate in actual, concrete sales results.

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How to Identify and Deliver on Your Sales Promise

Originally published: 11.01.12 by Victor Arocho

Collect input from everyone, define your promise, and then train for company-wide delivery.

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Tell Your Employees: Prepare or Perish

Originally published: 11.01.12 by

Business opportunities are everywhere, and the Internet makes it possible to always be ready.

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3 Key Elements of a Successful Explanatory Video

Originally published: 10.01.12 by Anish Patel

Just about any service an HVACR contractor offers — can be effectively conveyed in an explanatory video, and with such widespread access to the Internet these days, explanatory videos are a great way to reach current and prospective customers.

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How We Did It: GallettAir Inc. Green Solutions

Originally published: 10.01.12 by Carmine Galletta

GallettAir of Long Island, N.Y., added a new division that offers energy-performance testing in two months.

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Has Your Marketing Message Changed with the Times?

Originally published: 10.01.12 by Marsha Friedman

People have changed in dramatic ways over the past five years, and businesses should take that into consideration this holiday season, says one public relations expert.

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6 Signs That You Need a Website Redesign

Originally published: 09.01.12 by Kelly Meeneghan

Many business owners often sabotage their online reputation without realizing it by making decisions that harm or certainly don’t help their websites. Analytics can help to verify what improvements need to be made, but not all HVACR businesses have such statistical tools.

View 6 Signs That You Need a Website Redesign

 

How to Avoid 9 Common Sales Call Errors

Originally published: 09.01.12 by Geoffrey James

Use these tactics instead to make the most of your opportunities

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5 Ways To Be More Persuasive

Originally published: 08.01.12 by Guy Kawasaki

Guy Kawasaki share 5 scientifically proven ways to increase your influence and persuasion.

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Rebuild Your Brand in Three Steps

Originally published: 08.01.12 by Heather Onorati

One of the most powerful tools to help overcome a prospect's natural skepticism and to build relationships is the customer testimonial. They create believability, credibility, and a sense of security for your prospect and customer.

View Rebuild Your Brand in Three Steps

 

What’s This Going to Cost Me?

Originally published: 07.01.12 by Ken Summers

An average contractor could spend tens of thousands to launch energy performance contracting, but the profit potential makes it worth the investment.

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A Lesson in How Not to Please Customers

Originally published: 07.01.12 by Terry Tanker

Publisher Terry Tanker recently experienced the ultimate insult as a customer.

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10 Sales Strategies for Uncertain Times

Originally published: 07.01.12 by Geoffrey James

Stay calm, be smart and continue selling while others are giving up.

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Clear, Clean Designs Connect with Customers

Originally published: 06.01.12 by Tonya Vinas

Tops in Trucks winners say more with less as branding takes the spotlight

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Earth, Nature Fleet Designs Stay Popular

Originally published: 06.01.12 by Tonya Vinas

One trend that shows no sign of ending soon is to use fleet designs that promote energy savings and environmental responsibility

View Tops in Trucks Green Vehicles 2012

 

Selling Commercial Service Agreements (part 6)

Originally published: 06.01.12 by Wendell Bedell

This is the sixth of a six-part series on creating a selling system for commercial service agreements. I designed the series as a complete A-Z guide. I encourage you to save these in a training folder.

View Selling Commercial Service Agreements (part 6)

 

The 7 Deadly Sins of Sales Management

Originally published: 05.01.12 by John Treace

I have been part of many business turnarounds in my career and have noted the errors consistently made by sales management, all of which negatively impact team morale and sales. Here are seven of the deadly sins of sales management.??

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To Increase Sales, Train Your Team to Say “Yes”

Originally published: 05.01.12 by

The word “yes” is the launching pad for every transaction, but too many companies don’t seem to get it.

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Thermostat Special Section

Originally published: 04.01.12 by Jim Hinshaw

Getting Started on Electro-Programmable Thermostat Sales. Show and teach benefits to your team, and then make a sales plan!

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5 Ways to Build Sales Partnerships

Originally published: 04.01.12 by Geoffrey James

Benefits could include cost savings and access to new prospects.

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6 Signs You Need To Rebuild Your Brand

Originally published: 04.01.12 by Dan Antonelli

Don’t let nostalgia, “nephew art,” and lack of standards hold your business back.

View 6 Signs You Need To Rebuild Your Brand

 

Selling Commercial Service Agreements (part 5)

Originally published: 04.01.12 by Wendell Bedell

Part 5 of 6: Hiring Effective Sales Reps

View Selling Commercial Service Agreements (part 5)

 

Recipe For An Effective Social Media Mix

Originally published: 03.01.12 by Lauren Whitson

As a business leader, you need to be familiar with the different social media platforms and understand how they can help you to improve marketing and communication. Each platform provides a different and potentially profitable opportunity to grow your business if used in a way that takes advantage of how it works.

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Online Content: Divide And Conquer For Success

Originally published: 12.01.11 by Lauren Whitson

To manage your online presence, first define and recognize how each platform discretely supports your marketing goals. Then develop content appropriate to each channel

View Online Content: Divide And Conquer For Success

 

Selling Commercial Service Agreements (part 3)

Originally published: 11.09.11 by Wendell Bedell

This is the third of a six-part series on creating a selling system for commercial service agreements. I designed the series as a complete A-Z guide. I encourage you to save these in a training folder.

View Selling Commercial Service Agreements (part 3)

 

6 Easy Steps to Closing a Sale

Originally published: 11.09.11 by Geoffrey James

Great sales closers set an objective, go into a meeting with the right mindset (to sell), check with the customer to make sure they're relating, reiterate their purpose and most importantly, ask for the sale.

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3 Reasons Why Your Direct-Mail Results Stink

Originally published: 11.09.11 by Joy Gendusa

Postcard marketing will work for you if you do it correctly. Include these 10 elements to prepare a solid direct mailing piece.

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5 Steps To More Effective Mobile Device Demos

Originally published: 11.09.11 by Geoffrey James

The "art" of using mobile demonstrations to close business sales and sell more HVAC equipment and systems.

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Google SEO Changes 2011

Originally published: 11.01.11 by Nadia Romeo

Each year Google changes its algorithm — the formula it uses to rank websites — hundreds of times. Most of the changes are small; however, every few months, Google rolls out a major change that affects the performance of websites in its search engine. Below is a summary of major algorithm changes that took place in 2011 and likely affected your site.

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5 Steps To Speeding Up And Increasing Sales

Originally published: 11.01.11 by Geoffrey James

This 5 step geometric approach results in more closes with the same amount of work.

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5 Tips For Improving Sales

Originally published: 11.01.11 by Terry Tanker

Publisher Terry Tanker offers advice on improving sales calls from prospecting to presenting.

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Your Company Is Your Brand

Originally published: 11.01.11 by Ron Smith

The same elements that make your installed system unique only to your company are some of the elements that contribute to establishing and maintaining your company’s brand.

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10 Ways to Keep Current Customers Coming Back

Originally published: 10.01.11 by Jamie Gerdsen

In the competitive industry of service and replacement HVAC, keeping customers has always been easier than getting new ones.

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Making Sense Of Social-Media Chaos

Originally published: 10.01.11 by HVACR Business Staff

when you are so focused on customer engagement as an end goal, it can be difficult to recognize and understand the challenges that social media can create for larger, multi-department companies.

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Make Time for Face Time

Originally published: 09.01.11 by Heather Onorati

Although there is a marketing push to increase online presence, build communities and interact through technology, when it comes down to it, people buy from people. Make time for person-to-person relationship building.

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5 Tips to Making LinkedIn Work for You

Originally published: 09.01.11 by Jean Kelley

Whether you’re a CEO, vice president, manager, or business owner — you’ll want to take a closer look at LinkedIn. It’s a useful tool that can make your business relationships more meaningful and more profitable.

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Marketing Zoning: Educate and Excite To Close The Sale

Originally published: 09.01.11 by Steve Bilica

Educating your sales team about zoning options and benefits. Your sales team can then provide a wider range of comfort solutions.

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5 Steps To Connect Messaging to Sales

Originally published: 08.01.11 by Geoffrey James

Use language and concepts that resonate with customers so they see your differentiators as value and won't mind paying a higher price.

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Are Mobile Customers Missing You?

Originally published: 08.01.11 by Nadia Romeo

Smartphones and other mobile devices are becoming a bigger part of consumers' daily lives. Many use them as an extension of their desktop computers in addition to communicating and accessing media. As this penetration deepens, more consumers will be using mobile search to make purchasing decisions. Assume that potential customers are looking for you with their mobile devices and take the necessary steps to make sure they can find you, including creating a mobile version of your website.

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Selling Commercial Service Agreements (part 2)

Originally published: 08.01.11 by Wendell Bedell

This is the second of a six-part series on creating a selling system for commercial service agreements. I designed the series as a complete A-Z guide.

View Selling Commercial Service Agreements (part 2)

 

10 Tips for Getting the Best Email Marketing Results

Originally published: 08.01.11 by Greg Brown

Email marketing can be daunting with all the laws, spam filters, and confusion over the best method to use. Whether you’re an e-marketing novice or you’ve tried it before, learning the tricks of the trade can make the process easier and the outcome more successful. After reviewing the campaigns we’ve run for customers, we came up with the following 10 tips to get the best results from your email marketing campaigns:

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10 Strategies For Getting Good Customer Testimonials

Originally published: 07.01.11 by Rich Friedel

One of the most powerful tools to help overcome a prospect's natural skepticism and to build relationships is the customer testimonial. They create believability, credibility, and a sense of security for your prospect and customer.

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5 Essentials of a Highly Profitable Commercial Service Department

Originally published: 07.01.11 by James Graening

Before you can sell and deliver commercial service successfully, you must develop systems and “checklists” or standard operating procedures, policies, and systems.

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Selling Commercial Service Agreements (part 4)

Originally published: 07.01.11 by Wendell Bedell

Part 4 of 6: Proposal Writing Strategies

View Selling Commercial Service Agreements (part 4)

 

Selling Commercial Service Agreements (part 1)

Originally published: 06.01.11 by Wendell Bedell

This is the first of a six-part series on creating a selling system for commercial service agreements. I designed the series as a complete A-Z guide.

View Selling Commercial Service Agreements (part 1)

 

Tops in Trucks 2011

Originally published: 06.01.11 by Tonya Vinas

One of the most powerful mobile marketing tools HVACR contractors have is their fleet. This year’s winners have fantastic-looking fleets that also support each contractor's branding and value proposition.

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6 Keys To Success in Home-Performance Contracting

Originally published: 05.01.11 by Robert Wilkos

HVACR contractors who offer home-performance contracting will become the dominant service providers in any given area.

View 6 Keys To Success in Home-Performance Contracting

 

5 Corporate Blunders that Cripple Sales Efforts

Originally published: 05.01.11 by Geoffrey James

These are the five most common blunders that cause teams and companies to fail when it comes to working together to make big-ticket sales, and what you can do to fix the problems.

View 5 Corporate Blunders that Cripple Sales Efforts

 

Sales Lessons From IBM: Tell the Customer's Story

Originally published: 03.01.11 by Geoffrey James

When you’re selling to the customer, don’t try to be the hero who conquers the dragon. Instead, be the wizard who gives the hero a magic sword

View Sales Lessons From IBM: Tell the Customer's Story

 

8 More Website Mistakes Contractors Commonly Make

Originally published: 03.01.11 by Rich Friedel

This is the second of two articles on mistakes contractors commonly make on their websites and suggestions on how to avoid them.

View 8 More Website Mistakes Contractors Commonly Make

 

4 Ways to Market Via Smartphones

Originally published: 03.01.11 by Ford Saeks

Smartphones have morphed into a texting, tweeting, multi-tasking productivity and entertainment gadget that offers a wide range of possibilities for you and your business.

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Top Green Building Trends Offer New Opportunities

Originally published: 02.01.11 by HVACR Business Staff

View Top Green Building Trends Offer New Opportunities

 

15 Ways to Drive More Traffic to Your Blog

Originally published: 02.01.11 by Nadia Romeo

Stay ahead of competitors with good content, frequent updates, and keyword optimization.

View 15 Ways to Drive More Traffic to Your Blog

 

8 Common Website Mistakes and How to Avoid Them

Originally published: 02.01.11 by

When planning an online presence, first have a written plan and design with your marketing goals in mind.

View 8 Common Website Mistakes and How to Avoid Them

 

Make Your Move to Mobile

Originally published: 12.01.10 by Mike Callahan

The features and benefits of almost all the systems that we investigated without going into the technical details or revealing specific provider names. This is certainly something you will want to research yourself.

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Customize Your Mobile Devices With Bridges To Other Software

Originally published: 12.01.10 by Mark Barraclough

Alpine Mechanical Services uses the BlackBerry smart phone to connect information gathered by our technicians with our office and ultimately the retail client. This simple communication is really not simple. It involves off-the-shelf technology with the BlackBerry. Here's how we do it.

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3 Steps to Attracting Clients Online

Originally published: 12.01.10 by Shama Kabani

ACT: Attract, Convert, Transform

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Top 10 Strategic Errors in Your Sales Process

Originally published: 12.01.10 by Geoffrey James

These are the top mistakes made by sales reps and how to correct them.

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How to Pre-Qualify a Sales Lead in 5 Steps

Originally published: 10.01.10 by Geoffrey James

Your challenge is to focus time and energy on the prospects who are the most likely to buy. Here is how to do that by pre-qualifying your sales leads before you call them.

View How to Pre-Qualify a Sales Lead in 5 Steps

 

5 Steps to Increasing End-of-the-Year Sales

Originally published: 10.01.10 by Vicki Suiter

If your purpose and customers are pinching pennies, it's was to think the only way to get business is to cut your prices. Think again.

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Leading the Search (SEO)

Originally published: 10.01.10 by

Potential customers have to be able to find your company when looking for a service provider on search engines such as Google, Yahoo and Bing

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How To Ring Up More Replacement Sales

Originally published: 09.01.10 by Mike Callahan

It means they practiced the four Ps of retail; Personality, Positioning, Presentation, and Price. Personality: Your company’s personality mirrors your own.

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KEI L Relies on Vast Experience To Add HP Services

Originally published: 09.01.10 by HVACR Business Staff

View KEI L Relies on Vast Experience To Add HP Services

 

Coming This Fall! A Chance For Bonus Profits

Originally published: 09.01.10 by

Invest additional time and resources to inform customers and prospects about the expiring replacement tax credit.

View Coming This Fall! A Chance For Bonus Profits

 

Connect With Your Local Market

Originally published: 07.01.10 by HVACR Business Staff

View Connect With Your Local Market

 

Give Your Bedside Manner a Check-Up

Originally published: 07.01.10 by HVACR Business Staff

View Give Your Bedside Manner a Check-Up

 

7 Strategies that Build Your Negotiating Power

Originally published: 07.01.10 by

Creating a win-win outcome is only possible if you continually accumulate a counter-balancing “negotiating power” throughout the sales cycle.

View 7 Strategies that Build Your Negotiating Power

 

From the Driver’s Seat

Originally published: 06.01.10 by HVACR Business Staff

View From the Driver’s Seat

 

They’ve Got The Look

Originally published: 06.01.10 by HVACR Business Staff

View They’ve Got The Look

 

A Better Way for Pine State Services

Originally published: 06.01.10 by Tonya Vinas

Pine State Services, South Portland, Maine, began a vehicle-stocking-and-organization program for its fleet of 21 vehicles, 10 of which are service vehicles. Here's why and how they did it.

View A Better Way for Pine State Services

 

Master Pay-Per-Click Advertising in 6 Steps

Originally published: 05.01.10 by Ed Cerier

A well-executed PPC campaign often will have a higher conversion rate than organic research results.

View Master Pay-Per-Click Advertising in 6 Steps

 

Several Trends Point to Better Times

Originally published: 05.01.10 by Bruce Christensen

But taking advantage of pent-up demand requires a commitment to marketing, sales, and financing.

View Several Trends Point to Better Times

 

7 Steps to Selling On More Than Price

Originally published: 05.01.10 by George Hedley

Taking pride in your company's awesome service and workmanship is one thing, but getting paid more than your competition for better quality is another.

View 7 Steps to Selling On More Than Price

 

More of What I Learned About Twitter Marketing

Originally published: 02.01.10 by Guy Kawasaki

Way back in July of 2009, I explained how I use twitter. A lot has changed since then, so this is an update on how I tweet. As a business owner, you can adopt my techniques to use twitter as a marketing tool.

View More of What I Learned About Twitter Marketing

 

Get on the Map!

Originally published: 11.01.09 by Ed Cerier

If your company isn't already listed in Google's local search listings for hvacr contractors, then you need to get listed as soon as possible.

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5 Ways to Boost Fall and Winter Sales

Originally published: 09.01.09 by

Fall is the time to be proactive and make sure your customers understand that heating and air conditioning are necessities, not luxuries. Make sure they call you for the repairs and replacements by working on customer-loyatly programs now.

View 5 Ways to Boost Fall and Winter Sales

 

Do You Fear Internet Marketing and Social Media?

Originally published: 09.01.09 by Kari Logan

Take these three small steps to begin using these valuable online tools.

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9 Tips for Using Twitter as a Marketing Tool

Originally published: 08.01.09 by Guy Kawasaki

Everyone is a atwitter with Twitter, but not everyone uses Twitter for business. I use twitter as a tool - specifically as a marketing tool, and here nine lessons that I've learned about doing this.

View 9 Tips for Using Twitter as a Marketing Tool

 

Light Commercial Service and Service Agreement Business, part 2

Originally published: 06.01.09 by Ron Smith

How to develop commercial service agreement sales leads that will establish and grow a service agreement customer base.

View Light Commercial Service and Service Agreement Business, part 2

 

Light Commercial Service and Service Agreements Business, part 1

Originally published: 03.01.09 by Ron Smith

HVACR residential retail contractors who wish to grow their revenues and profits have a natural and synergistic diversification opportunity. With proper guidance, planning and execution, it’s not difficult to expand into the light commercial service and service agreement business.

View Light Commercial Service and Service Agreements Business, part 1

 

Part 2 of Marketing 2.0

Originally published: 03.01.09 by Mike Callahan

Last month, we examined the first three online strategies that President Obama employed during his campaign. This month, we offer two more, as well as a discussion on privacy and getting your own online marketing revolution started.

View Part 2 of Marketing 2.0

 

Marketing 2.0

Originally published: 02.01.09 by Mike Callahan

The strategy, approach, and tools use in Barack Obama's campaign, and a look at how contractors can apply these same tools to growing their hvacr company brands.

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Marketing Green

Originally published: 01.01.09 by Ross Soyka

The trend toward greener living and the emphasis on energy and sustainability isn’t going away. Becoming a green contractor, in many ways, is a change in business strategy. You have to transform yourself into a green consultant and take the lead in educating your customers about energy efficient systems and their value.

View Marketing Green

 

Selling Green Internally

Originally published: 01.01.09 by John Empson

A marketing strategy that your entire staff understands and buys into is one that the customer believes in.

View Selling Green Internally

 

Objection Handeling: 'It's More Than I Can Afford'

Originally published: 12.01.08 by Tom Piscitelli

Knowing how to respond to objections will boost your confidence and your close rate.

View Objection Handeling: 'It's More Than I Can Afford'

 

5 Pillars of Digital Marketing

Originally published: 10.01.08 by Michael Wayde

A faltering economy presents the opportunity to rethink what you’ve done in the past and invest wisely in your future, maintaining or even growing a marketing communications program. In fact, history suggests that companies who continue to communicate and promote in hard times fare better during the downturn and recover more quickly as the economy improves.

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Giving Choices Will Close The Sale

Originally published: 10.01.08 by Tom Piscitelli

Act as a consultant to increase sales. Consultants are more likely to be seen as knowledgeable and helpful. Consultants ask questions, listen and take notes. And consultants advise clients on their choices and support them in making the decision that is right for them.

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Top Four Marketing Buys

Originally published: 10.01.08 by Ruth King

Direct mailing, reminder pieces, referral programs, and surveys are good uses of marketing dollars. Be sure to track results!

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Brand Beyond Marketing

Originally published: 09.01.08 by Laura Pasternak

Employee education is particularly important for service organizations that don’t have concrete products. Their offerings are soft assets like knowledge, experience and people.?

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Which Came First, the ‘C-word’ or the ‘E-word’?

Originally published: 09.01.08 by Greg McAfee

Hiring an entrepreneurial “Operation-General Manager” to run your business, allows you to focus on the service/installation technical side of the business or the sales side of it.

View Which Came First, the ‘C-word’ or the ‘E-word’?

 

4 Steps To A Great Newsletter

Originally published: 09.01.08 by Joe Pulizzi and Newt Barrett

This customized excerpt is from the book, Get Content. Get Customers. The book teaches you, step-by-step and through countless case studies, how to create and market your own content to acquire customers. Copies are available for purchase at www.getcontentgetcustomers.com.

View 4 Steps To A Great Newsletter

 

Word-Of-Mouth Marketing

Originally published: 08.01.08 by Guy Kawasaki

Guy Kawasaki interviews Dave Balter, founder of BzzAgent on word-of-mouth marketing.

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Does Your Brand Have Personality?

Originally published: 08.01.08 by Guy Kawasaki

Rohit Bhargava, founding member of the pioneering 360 Digital Influence team at Ogilvy Public Relations Worldwide, discusses the role of personality in branding with Guy Kawasaki.

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Presenting The Company

Originally published: 08.01.08 by Tom Piscitelli

A formula for effective sales communication includes Say What’s Important + Show What’s Important + Tell the Truth

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A Content Strategy That Will Grow Your Business

Originally published: 07.01.08 by Joe Pulizzi and Newt Barrett

Although traditional marketing efforts may continue to pay some dividends, the Internet is where the true opportunity lies. Consumers are beginning their purchasing search online, make sure the information you provide helps them to make better choices.

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At The Kitchen Table

Originally published: 06.01.08 by Tom Piscitelli

Most successful in-home salespeople in any home improvement business will tell you that remaining in the home while you prepare the proposal keeps you engaged with the customer.

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Tops In Trucks 2008

Originally published: 06.01.08 by Traci Purdum

You have roughly 5 seconds to grab a consumer's attention. That's a tall order where fleet designs are concerned. Consumers need to understand at a glance what you sell. Confuse them with too much or not enough information, and you lose potential customers. To guide you, we've recognized contractors who are on the leading edge of marketing efforts to increase sales, competitiveness, and brand recognition.

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Seven Service Behaviors To Boost The Bottom Line

Originally published: 06.01.08 by Joe Takash

Your business results will improve when you apply these 7 behaviors.

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Customers Need IAQ

Originally published: 05.01.08 by Traci Purdum

Education is key to IAQ sales. One way to help consumers is to offer customer testimonials, which can be a very powerful marketing tool.

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Maintaining Customer Interaction

Originally published: 05.01.08 by Paul Grunau

Contractors should actively seek customer feedback, and develop a deep understanding of the customers’ businesses and what is important to them.

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Get Ready For Summer

Originally published: 05.01.08 by

Now is the time to put the plan in place to decrease your dependence on the weather and increase customer loyalty. Here are four action items for your plan.

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Drip Marketing Critical To Cash Flow

Originally published: 04.01.08 by Ruth King

Whether busy or slow, you should do some marketing activity every month (phone book advertising doesn’t count). The activity can be a major campaign or a small reminder about your company’s products and services. The small reminders, or drips, keep your company’s name in front of your customers and prospective customers each month.

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1-800-Call-Me

Originally published: 04.01.08 by Mark Swepston

The best way to do thrive is to provide outstanding service that blows away the competition. To do that, you must stand out from the crowd. Vanity phone numbers and websites are a way to move your company into the mind of the customer when they're thinking about heating and cooling services.

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Overcome, Conquer Sales Stereotypes

Originally published: 04.01.08 by Tom Piscitelli

Find out how the customer thinks and feels about the buying process, about the problems they have, about the company who does the work…and then help them get what they want in a way that makes sense to them.

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The Essence of Duct Tape Marketing

Originally published: 03.01.08 by Guy Kawasaki

Make marketing your new habit, and find the money to stick with the plan. Effective small business marketing is a system — not an event — composed of simple, effective, and affordable techniques.

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Creating Customer Trust

Originally published: 03.01.08 by Tom Piscitelli

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.

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Networking Works

Originally published: 03.01.08 by Paul Dooney

Word-of-mouth advertising is a powerful marketing tool. Networking groups enable you to spread the word even farther.

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Advance Sales Via The Web

Originally published: 02.01.08 by Michael Wayde

Consumers comparison shop by surfing the Web. When they've read enough, they click to buy. Make sure your site is the one that provides them all of the information they need to click "buy"!

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The First Sale Is The Appointment

Originally published: 02.01.08 by Tom Piscitelli

As a service provider, setting the appointment is the first step in convincing the potential customer that you are the right choice. Get them to contact you with a customer-friendly, informational website. Make sure you have a friendly and informed receptionist to take calls and make appointments.

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Tap The Light Commercial Service Market

Originally published: 02.01.08 by Traci Purdum

Responsiveness and quality of work will help you make the sale and retain customers.

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The Nine Best Story Lines For Marketing

Originally published: 01.01.08 by Guy Kawasaki

Lois Kelly, author of Beyond Buzz, explains how picking the best story line for your company can give your marketing efforts a big boost.

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Cause Marketing—Good For Business

Originally published: 11.01.07 by Armstrong, Andy

A well-thought-out cause marketing program can affect several key areas of your business: brand differentiation, employee recruiting and retention, community networking, and positive public relations.

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Setting Sales Goals

Originally published: 11.01.07 by Tom Piscitelli

Setting goals gives use a target to aim for. Hitting the target isn’t as important as having a destination point and a roadmap to follow. The target gives us purpose and focus, and we will be more effective by having both.

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Maneuvering Holiday Cash Mistakes

Originally published: 10.01.07 by Ruth King

Ensure that your marketing message is heard by thinking differently then your competition. Stand out by sending mailers at unique times throughout the year. And, distribute bonuses in February rather than in December so as not to have your employees mistake profit sharing for a holiday bonus.

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Flip This Fleet

Originally published: 10.01.07 by Traci Purdum

Traci Purdum summarizes characteristics of successful branding strategies and presents insight from the winners of HVACR Business' fleet design contest.

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Residential Service Agreements, Part 2

Originally published: 10.01.07 by Ron Smith

Start with a structured and organized approach. Make sure all owners buy into the program, your technicians are well-trained in performing quality precision tune-ups, and a process is established to support the inside sales team as well as a fair pricing strategy.

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Added Value — A Powerful Marketing Principle

Originally published: 10.01.07 by Ron Smith

Ron Smith offers tactics for caring for customers — both dissatisfied and highly satisfied. He notes that practicing added value helps you disarm angry customers and move satisfied customers into the more-than-satisfied bracket.

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Proven Ways To Generate Sales Leads

Originally published: 09.01.07 by Jackie Rainwater

Weather-driven sales certainly are a nice windfall when they happen. However, depending on temperature extremes to grow a viable hvac retail business simply doesn’t work for the long haul. In order to grow and prosper, the business must generate sufficient valid sales leads on a year-round basis.

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Residential Service Agreements, Part 1

Originally published: 09.01.07 by Ron Smith

First in a series. Experts share what they've learned about the use of residential service agreements in building a residential retail contracting business.

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To Close More Sales, Offer More Choices

Originally published: 09.01.07 by Tom Piscitelli

Improved results come only from doing things differently. Learning from the successes of others is your shortcut to improved success. It takes courage to address the risks you face when you change something. Give your customers a high-end choice and you will get more business.

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What Are Customers Looking For?

Originally published: 09.01.07 by Ron Smith

As an hvac retailer, you must focus on these items: quality work, on-time delivery, ethical corporate behavior, and convenience. Price only becomes an issue when a company fails to provide any or all of these four items that customers want.

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How To Boost Your HVAC Accessories Sales

Originally published: 08.01.07 by Jackie Rainwater

By educating customers about additional accessories, your company can increase sales and profit margins.

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Effective Sales Presentations Are Short, Focused

Originally published: 08.01.07 by Guy Kawasaki

Follow the 10/20/30 rule of PowerPoint.

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You Might Just Get What You Ask For

Originally published: 07.01.07 by Tom Piscitelli

If you only offer low-end systems, you'll sell only low-end systems.

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Growing Sales Takes More Than Adding Salespeople

Originally published: 04.01.07 by Jackie Rainwater

Building a successful retail sales and production department requires careful planning followed by the ongoing 100% commitment of everyone involved in the process to successfully execute the plan.

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The Art of Driving Your Competition Crazy

Originally published: 02.01.07 by

Companies go astray when defeating the competition becomes more important than taking care of customers. When companies become obsessed with the pursuit of excellence, by contrast, they often reach new levels of greatness.

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How to plan your Marketing Budget

Originally published: 02.01.07 by

Marketing drives sales. So plan now to boost sales with a spring marketing plan. Be advised, however: As you ramp up for the busy spring and summer months, you’ll spend money marketing before you see a return on those dollars. A budget is your roadmap to prudent spending.

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The Art of Schmoozing

Originally published: 12.01.06 by

Relationships can pay off in sales and partnerships. The key is to establish a relationship before you need it. Here is Guy Kawasaki's guide to tactful schmoozing.

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How to Hire the Right Web Designer

Originally published: 10.01.06 by Joe Dysart

What to look for and how to work with your web marketing partner.

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Maintenance Programs Protect Profitability

Originally published: 09.01.06 by

Creating a profitable program requires planning and persistence. You must get your staff on board, develop and deliver direct mail and advertising pieces, and train the office and field personnel how to sell and fulfill the agreements.

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Give Your Company the "Green" Light

Originally published: 1/1/10 by

Contractors that provide high-quality products and services are already being environmentally responsible. Isn’t it time you told your customers?

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