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Effective Email Marketing

Originally published: 09.01.17 by David Heimer

Email marketing is a great tool and a great opportunity — as long as it’s done right.

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Engage Your Website Visitors

Originally published: 08.01.17 by Michael Haines

10 simple questions your website must answer to covert browsers into buyers

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Clever Compensation

Originally published: 07.01.17 by Drew Cameron

A properly designed sales compensation plan stimulates sales of and profits from products and services, drives achievement of company objectives and attracts and keeps sales representatives producing at increasing rates by incentivizing performance.

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A Woman’s Style is What Your Company Needs

Originally published: 06.01.17 by Julie Decker

Women have an incredible opportunity to make a difference and build a rewarding career.

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Stand Out from Your Competition — without Advertising

Originally published: 06.01.17 by Bob Viering

Consumer survey reveals top three ways to capture the attention of a prospective customer.

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How to Get Your Technicians to Sell

Originally published: 03.01.17 by Michael Haines

Instead of forcing sales training on technicians, introduce the concept of Diagnose & Recommend.

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Improve Your Closing Skills, Increase Sales

Originally published: 02.01.17 by Anthony Caliendo

Each and every sales professional must be a leader — a person who is willing to take control of a sales opportunity, and then lead customers to a close by being trustworthy, truthful and possessing integrity.

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How to Hook Every Type of Homeowner

Originally published: 01.01.17 by Todd Bairstow

Homeowner behaviors fall into five distinct personality types — each goes through a different process before they make a purchasing decision. Knowing how to appeal to these personalities is the first step to making sure they pick up the phone.

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Don’t Overlook Your Biggest Asset

Originally published: 12.01.16 by Dillon Collier

When someone writes a negative review, it doesn’t have to be a blemish on your record. It can be the stage on which you display your devotion to customer satisfaction and service.

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Market Your Way to Business Success

Originally published: 12.01.16 by Joy Gendusa

Today, there are so many different marketing channels — and so much competition — it can make your head spin. Here are 10 effective marketing habits of the most successful HVACR contractors, and how to implement them in your business.

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Cultivate Consumer Credibility and Trust

Originally published: 09.01.16 by Brian Greenberg

The overwhelming demand for consumer attention and dollars has created a market filled with cynics, whose defenses are on full alert.

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Generate More Referral Business

Originally published: 08.01.16 by Jim Baston

Referrals play a critical part in any service company’s business development plan and are arguably the most effective way to grow your business.

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How to Handle Negative Online Reviews

Originally published: 07.01.16 by Daniel Lemin

The internet changed things for just about every business, no doubt, but it’s impact created a consumer that is empowered by knowledge they find online.

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SEO is Not Dead

Originally published: 06.01.16 by Frank Motola

Every business needs to take advantage of the potential results they may achieve by doing what it takes to compete and start collecting that low-hanging fruit of new customers finding them on the web.

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21 Tips for an Effective Internet Marketing Strategy

Originally published: 03.01.16 by Brad Shorr

A far better path to generating revenue and retaining customers is to focus full attention on two or three Internet marketing campaigns and execute them better than the competition.

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Prepare Mentally and Use Engagement to Motivate

Originally published: 01.01.16 by Anthony Caliendo

The sales world is one of continuous stress and demand for performance. You want your sales team to perform at a high level — and it's up to you to motivate them.

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Clients Are Your First Priority

Originally published: 12.01.15 by Joseph Callaway

Putting your customers’ interests ahead of your own will seem counterintuitive, risky and sometimes even frightening, especially at first. Eventually, though, keeping your commitment to “Clients First” will start to feel natural.

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Seven Steps to Make Your Own Hit

Originally published: 11.01.15 by Robin Jones

There is a formula for making a hit record. A song doesn’t simply get recorded in the studio and then automatically become popular. This basic formula is one that can also help create a successful marketing campaign to your customers.

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Customer Service in the Digital Age

Originally published: 10.01.15 by Mike Walker

No matter your industry, customers need a way to reach you on a continual basis. Now, more than ever, companies are beginning to create an extension of their support teams through branded mobile apps.

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Mix the Perfect Sales Cocktail

Originally published: 09.01.15 by Anthony Caliendo

With literally thousands of different sales techniques and philosophies that salespeople attempt to master, we find ourselves using trial and error, sampling and tasting until we think we’ve mixed the right sales cocktail.

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Communication Collaboration

Originally published: 02.01.15 by Ben Hubbert

Advertising, public relations and marketing can often be blurred into one hazy mess, but these three elements of business can work in harmony together to increase visibility, create goodwill and promote positive recognition.

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Don't Post Without a Plan

Originally published: 12.01.14 by Neal Schaffer

In using such a scattershot approach to social media, you’re missing out on major opportunities to engage with potential and current customers, manage your reputation — and you may be alienating social media users in the process.

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Marketing Shouldn’t Be An Either/Or Approach

Originally published: 09.01.14 by Joy Gendusa

The key to maximizing your return on marketing investment is to integrate your campaigns. Use strategies from both the digital and print worlds. Together, these options complement each other and create an even more effective marketing whole.

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Sell What's Valuable to Your Customers

Originally published: 08.01.14 by Tony D'Avino

Peter Drucker, the inventor of modern management, once said, "The customer rarely buys what the business thinks it sells him."

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Grow Your Professional Sales Staff

Originally published: 08.01.14 by Jaime DiDomenico

At some point, an owner must decide to either continue to sell through technicians or hire a professional salesperson. The difference is whether or not they want to be a retail sales organization, or simply a residential contractor.

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Create An Exceptional Experience

Originally published: 08.01.14 by Drew Cameron

Want to increase sales of replacement residential heating equipment? Stop trying to convince customers to replace or upgrade their equipment, and instead simply provide good information so they can make a good decision.

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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-MillenniumSelling 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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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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The 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 Winterization Service Marketing

Originally published: 09.01.13 by Joy Gendusa

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

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Implement Suggestive Selling and Increase 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 vehicles 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.

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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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Getting The Most from Social Media

Originally published: 05.01.13 by Bob Kelleher

How a tri-branding strategy promotes all you have to offer.

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Increase Close Rates and Average Tickets with Bundling

Originally published: 04.01.13 by Keith Mercurio

Bundling is the assigning of a single value to a combination of multiple items, and it is one of my favorite topics because it’s a genuine “art.” To learn how to present bundles to potential customers requires a lot of training, time, and faith because the shift in your thinking will be significant.

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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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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.

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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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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.

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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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6 Tips for Hiring a Professional Web Developer

Originally published: 09.01.12 by Joe Thomas

Tips to finding and hiring the right professional website developer.

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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.

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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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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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Selling Commercial Service Agreements, pt. 6

Originally published: 06.01.12 by Wendell Bedell

This is the final installment of a six-part series on creating a selling system for commercial service agreements.

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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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Thermostat Sales Tips

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.

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Branding Is More Than Logos

Originally published: 04.01.12 by Lee Gientke

What customers think about your company defines your brand.

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Selling Commercial Service Agreements, pt. 5

Originally published: 04.01.12 by Wendell Bedell

This is the fifth of a six-part series on creating a selling system for commercial service agreements.

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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

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Selling Commercial Service Agreements, pt. 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.

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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 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 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

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 Speed Up and Increase 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 James 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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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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Selling Commercial Service Agreements, pt. 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.

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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, pt. 4

Originally published: 07.01.11 by Wendell Bedell

This is the fourth of a six-part series on creating a selling system for commercial service agreements.

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Selling Commercial Service Agreements, pt. 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.

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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.

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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.

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Avoid These 12 Social Media Mistakes

Originally published: 04.01.11 by Nadia Romeo

Make a commitment and know your limits to get back on track.

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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

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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.

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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

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8 Common Website Mistakes and How to Avoid Them

Originally published: 02.01.11 by Rich Friedel

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

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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.

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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 Hyder

What do you need to attract prospects online? A great BOD! No joke. BOD stands for Brand, Outcome, and Differentiator.

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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.

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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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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

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Connect With Your Local Market

Originally published: 07.01.10 by HVACR Business Staff

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From the Driver’s Seat

Originally published: 06.01.10 by HVACR Business Staff

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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.

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True Colors

Originally published: 06.01.10 by Tonya Vinas

Schultheis Bros. stands out with time-tested yellow-and-red fleet.

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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.

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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.

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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.

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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.

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Open the Door to Better Sales in 2010

Originally published: 02.01.10 by Wade Mayfield

Drastic price increases require a clearly defined sales process.

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Get Noticed with Interactive Advertising

Originally published: 02.01.10 by Stacy Whisel

How to make customer connections online.

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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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Making It Happen

Originally published: 11.01.09 by Michael Wayde

Part 2: How to produce effective broadcast ads for your target audience.

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More Effective Performance Standards in 10 Steps

Originally published: 10.01.09 by Mike Callahan

Identify, create, and manage your standards according to customer requirements.

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Preparing For Your Debut

Originally published: 10.01.09 by Michael Wayde

HVACR contractors should be able to answer three important questions before making a broadcast ad.

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Put Some "Pull" Into Your Marketing

Originally published: 10.01.09 by Susan Kimball

How to use a combination of push promotion and social media interaction to attract new customers.

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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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How to Sell ‘Comfort’ to Customers

Originally published: 09.01.09 by Richard Hartman

How Hartman Brothers successfully presents high-end systems as solutions to homeowners’ health and quality concerns.

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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.

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5 Building Blocks for Getting Positive Press

Originally published: 08.01.09 by Kari Logan

Are you envious of the media coverage that other businesses get on the radio, television, in local papers, and within industry trade publications? Truth is, you probably have a story to tell too, but you haven't taken the time to uncover it, fine tune it, and get it into the hands of journalist.

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Why You Need To Be Using Social Media Tools

Originally published: 08.01.09 by John Sonnhalter

Networking communities, mobile messaging, and other tools are a golden opportunity got advertising and marketing.

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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.

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The Art of Buzz

Originally published: 05.01.09 by Guy Kawasaki

The reasons people talk about products and services and the best ways to seed discussions.

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If Your Employees Regularly Fail, the Problem Might Be You

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.

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More 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.

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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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From Order-Taking to Order-Making

Originally published: 02.01.09 by Barry LaBov

Choosing survival, denial or revival in this (and any) recession.

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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.

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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.

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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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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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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.

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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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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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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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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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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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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 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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Converting Theory Into Practice

Originally published: 11.01.07 by Ron Smith

Building a highly profitable HVACR retail business with residential service agreements takes more than ideas, it takes proper training and execution.

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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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Managing, Monitoring Sales For Success

Originally published: 10.01.07 by Jackie Rainwater

By properly managing the sales force, you can be certain that all sales leads are carefully tracked, and promptly pursued— thus bringing more money to the bottom line.

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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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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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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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Turbocharge Your Sales With Compensation That Motivates

Originally published: 07.01.07 by Jackie Rainwater

A vitally important (although often underestimated) component of successful sales is the incentive and compensation plan. Jackie Rainwater discusses what an effective plan should include.

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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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Selling & Marketing IAQ

Originally published: 03.01.07 by Robert Wilkos

Enhance your success with knowledge, experience and instruments, consumer trust, and marketing.

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Breathe Easier

Originally published: 02.01.07 by Tonya Vinas

Several trends make now the time to incorporate IAQ information, products, and services into your offerings.

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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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