HVACR Business

MAR 2014

Help hvacr contractors master the critical components of business management.

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HVACRBUSINESS.COM HVACR BUSINESS M A RC H 2 0 1 4 9 Management Resource Shelf The Art and Science of Sales No matter how much we believe in our products and services – and regardless of how much our customers depend on them – if we don't hire and train the best salespeople our HVACR businesses won't be around for long. There are thousands of books, web tutorials, and business courses on the art of sales. Most of us don't have time to sort through all those options, let alone sit through three-hour long classes. The following sales videos are fve minutes or less. You can watch them while you eat your lunch. You can use them at the beginning of staff meetings to get your people thinking and talking about their own sales techniques. In this clip, Jeffrey Gitomer, author of several New York Times best selling sales books, discusses the key elements of email marketing. Successful marketing emails have great headlines or hooks that get you to open them, valuable content and persuasive language that gets customers to click through to your website, allowing you to reach out to them further. FIND IT AT: www.youtube.com/watch?v=9_HxpRzavyg In this video, sales trainer and sales motivational speaker Victor Antonio describes fve reasons why potential clients won't buy your products or services. Closing a sale, according to Victor, depends on your ability to overcome fve common sales objections: no money, no time, no need, no urgency, or no trust. FIND IT AT: www.youtube.com/watch?v=WdYGdpTTLEs In this short video, Mark Hunter – the Sales Hunter – describes sales strategies that will not only help you close more deals, but at higher margins. His 18 years of sales experience have taught him that short questions increase customer engagement, helping you to make a sale and negotiate more effectively. FIND IT AT: www.youtube.com/watch?v=wv613oVTsXs Gavin Ingham is considered to be one of the leading experts on sales psychology and performance in the U.K. In this video, he describes core characteristics of sales superstars and shares successful sales techniques. FIND IT AT: www.youtube.com/watch?v=EIBAy5lboOA Top business sales advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR , reveals that your customers don't care about your products or services. They care about their problems, and about fnding solutions to their problems. To make more sales, try focusing on the kinds of problems your customers have, and how your products can help solve them. FIND IT AT: www.youtube.com/watch?v=8lKLJV3q8Gw

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