HVACR Business

JUN 2017

Help hvacr contractors master the critical components of business management.

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16 HVACR BUSINESS JUNE 2017 www. hvacrbusiness .com remember: they're good for kidnappers, bad for contractors! An even larger percentage of respon- dents said your company stands out when your vehicles are clean and have a distinc- tive wrap, lettering or style. Now that's something any contractor can do, and if done properly, can make your company more noticeable and memorable than even your biggest competitor. ere are really creative designers out there who can make your trucks unfor- gettable and turn them into "rolling bill- boards" — just look at HVACR Business' annual Tops in Trucks Fleet Design Contest. e impact is immediate. You won't believe how quickly people start telling you they "see your trucks everywhere" as soon as you put one on the road. I've seen it happen over and over. If you navigated to LittleRedTrucks. com in the late 1990s and early 2000s, you'd find "e Company with the Little Red Trucks" — A-abc Appliance & Air Conditioning. At their peak, A-abc did about $12 million in residential service and replacements. e same volume of work would generate $20 million today. A lot of that could be attributed to those red trucks. Do you think Ahron Katz was onto something with that ta- gline? It didn't take him long to realize how powerful those trucks could be from a marketing standpoint. He knew how to use them to drive sales. ose trucks were not only easy to spot, they became an integral part of the brand. People all over Dallas would see them ev- erywhere they looked; either driving down their street or prominently displayed in their phone book, mailbox, TV or pretty much anywhere else Ahron could run an ad. An image of the truck appeared on ev- erything they produced. When combined with A-abc's credible, appealing promise — "You'll be astounded by our service or you don't have to pay a dime." — it created an unmistakable, successful brand; all be- cause he used red when everyone else was using white. You may not be able to attract enough reviews to get someone's attention, and there's a good chance your promise is barely being noticed. Based on the survey, the best way most contractors can stand out is to ditch the creepy, windowless, white van and have your trucks outfitted with a professionally designed wrap that is unique, eye-catching and memorable. If you really want to ramp up the effectiveness of your truck, add your "credible, appealing promise" right next to your logo. And, when your phone starts ringing, don't forget to ask for that review! u Bob Viering is vice president of programs for Service Roundtable. His roots in the HVAC and plumbing industries date back to 1979 when he was hired as a residential installation apprentice at TD Industries. Visit serviceroundtable.com for additional information. Smarter, Safer & Easier The powerful and accurate 770-3 Hook Clamp Meter with Real Power Measurement, Bluetooth, and unique hook design is ideal to simplify your work. www.testo.com/electrical with Smart Probe app Your company stands out when your vehicles are clean and have a distinctive wrap, lettering or style. continued from page 15

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