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 17 If a salesperson doesn't test in the high "D" or "I" trait, we pass on them. It doesn't matter if they are the most knowledgeable about your product. Or that they worked in system sales for 10 years. What matters is wheth- er or not they are sales material. Are they motivated by success and clos- ing sales? If you can get one of these folks on board and motivated, then you will see the ability to put $2 million on the sales board annually. Systems, service, and branding are important, but it still comes down to person-to-person sales closing. You need to invest in getting the right people in front of your customers. 3. Focus on it – HVAC sales needs de- fned roles that help drive effective- ness and effciency. Depending on the size of your operation, these roles include: a) a sales coordinator who takes all replacement and sales leads, call-ins, service department trans- fers, sales tracking, fnancing paper- work, and contest communication; and b) an install coordinator who puts job folders together, tracks job costing, assists the install manager, and fles rebates. If you don't have the resources to support both coordi- nator positions, consider combining them into one. Make sales part of service depart- ment KPI tracking. Service technicians should be turning 7-10% of their total call counts into replacement opportuni- ties. If you run 2,000 service calls per year, you should get 140-200 replace- ment leads annually. If you are below 4% you either have a technical training issue, a motivational issue or a morale issue. 4. Plan for it – No matter what size your company is, you must create (or hire help with) a marketing plan. A sound marketing plan is based on market research, and clearly defnes what media sources you'll use and when you'll use them; any co-op plans your equipment supplier offers; how much you're willing to spend; and how long you want the campaign to last. Generally, I fnd that if I spend 10 percent of my replacement rev- enue from the prior year on market- ing, I get revenue growth of about 10-20 percent. I recommend spend- ing at least 5-7 percent of total sales on marketing. suCCessFuL MARKeTinG: GeTTinG THAT PHOne TO RinG With a lead conversion and sales growth plan in place, it's time to consider how best to market your company in the digital age. An integrated approach is best, but it's important to fully understand each channel. Online marketing starts with your website. An informative, easy-to- use, dynamic website is like an online brochure for your company. Be sure to perform due diligence before hiring a website design frm – ideally, you'll fnd a designer who is familiar with the HVAC business. A website address that is simple and incorporates your company name will make it easy for consumers to remember. It's also important to ensure that your web address is visible on every piece of communication that leaves your offce. Your web address should be visible on every piece of information that leaves your offce. continued on page 26

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