HVACR Business

SEP 2017

Help hvacr contractors master the critical components of business management.

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www. hvacrbusiness .com www. HVACRBUSINESS .com HVACR Business, founded January 1981, is a monthly national trade magazine serving contractors, mechanical engineers, manufacturers, manufacturer representatives, wholesalers, distributors, trade associations, and others in the heating, ventilating, air conditioning and refrigerating (HVACR) industry primarily in the USA. The editorial focus and mission of HVACR Business is to provide business owners and managers with the very best business management concepts available. Critical topics covered include leadership, management, strategy, finance, sales, marketing, training, education, staffing, op- erations, human resources, legal issues, customer service and more. We are dedicated to helping contractors mas- ter these key management skills and provide them with the resources necessary to build strong, profitable companies. Every effort is made to provide accurate information, how- ever, the publisher assumes no responsibility for accuracy of submitted advertising and editorial information. Copyright©2017 by JFT Properties LLC. No part of this publication may be reproduced in any form or by any means, electronic or mechanical, or by recording, or by any information storage or retrieval system, without written permission from the publisher. Subscription Rates: Free and controlled circulation to qualified subscribers. Non-qualified persons may sub- scribe at the following rates: U.S. and possessions: 1 year $48; 2 years $75; 3 years $96; Canadian and foreign, 1-year $108 U.S. funds only. Single copies $8. Subscriptions are prepaid, and check or money orders only. Subscriber Services: To order a subscription or change your address, write to HVACR Business, 24651 Center Ridge Road, Suite 425, Westlake, Ohio, 44145 or call (440) 471-7810; or visit our Web site at www. hvacrbusiness.com. For questions regarding your subscrip- tion, please contact bkerr@hvacrbusiness.com. HVACR Business (ISSN 2153-2877) Published monthly by JFT Properties LLC., 24651 Center Ridge Road, Suite 425, Westlake, Ohio, 44145. POSTMASTER: Send address changes to HVACR Business, 24651 Center Ridge Road, Suite 425, Westlake, Ohio, 44145. Periodicals postage paid at Cleveland, OH and additional mailing offices. (USPS 025-431) 5 HVACR BUSINESS SEPTEMBER 2017 You've Got Mail — Now Read It! P utting together our monthly Ahead of the Curve eNewsletters is a thoughtful process. In addition to the Web Exclusive featured content and the Industry News and Products, we include links to a handful of articles from other sources around the web. When I put these together, I always try to include links to articles I believe you'll find interesting and useful. Whether it's from Inc. magazine, Forbes, Fortune or even e Wall Street Journal, I spend quite a bit of time combing through a variety of resources. e fun part comes a week or so aer we send out our eNewsletter, when I get to look at the analytics and find out which links were most popular. Occasionally, I swing and miss, including an article that many aren't compelled to read. More oen, however, this section of the eNewsletter is a big hit. It's always interesting to see what articles resonate with you each month. Oen, it's articles on leadership, finance and human resources (all of which help me decide on the content covered in these pages throughout the year). is past month, I was surprised to see the most clicked link was an article from Fast Company on bad email habits that explain why no one gets back to you. We've gotten so used to today's culture of instant gratification (especially with the growing use of text messaging ), that it can be, at best, an annoyance or, at worst, inffuriating to wait around for a response to an email. A response that may never come. So maybe it's not all that surprising the Fast Company article was so popular. Aer all, who doesn't want to learn a better way to get people to listen to them? e article itself outlines a few email faux pas and, more importantly, how to fix them. For example, you shouldn't be so quick to fire off short, oen useless messages simply so the ball is in someone else's court. Take some time and type a thoughtful response that will move the conversation forward. Conversely, you don't want to write a novel either. e ideal length is somewhere between 50 and 125 words, anything longer than that might warrant a meeting or a phone call. Email has been around for years, but mastering its use is still a mystery to many. I've known more than a few people who are "bad emailers." I'm sure you know what I'm talking about — You get an email from them and it either sounds rude or doesn't make sense, but when you go talk to them, they're pleasant and can easily summarize what they tried to say in the email. For tips on improving your writing, check out the article contributed by Chuck Eddy, vice president of HVAC sales for Southwire, on pg. 15. While not specific to email, these are great tips you can use when craing any communication. Although it should never replace face-to-face meetings with your team, email is a great way to share basic information or ask a simple question without getting bogged down with everything a meeting entails. Email is also a great way to communicate with your customers and there are numerous ways to use it. One of the most popular is to send out your company newsletter. For years, contractors have used newsletters as a way to stay Top of Mind with customers and provide useful information. Sending it out via email is simply a different format. is month, Service Nation Alliance COO David Heimer provides a variety of email newsletter best practices (pg. 24). In addition to your regular company newsletter, here are a few additional ways you can use email to communicate with customers: • Seasonal promotion announcements • Welcome new customers • Service contract and upcoming appointment reminders • Testimonial solicitation/customer satisfaction surveys As with your general business emails, these customer emails should also be thoughtfully written so the information is presented in a way that will elicit the biggest response. If you've enjoyed this column (or, even if you didn't), I'd love to hear from you. Send me an email — see what I did there? — at pgrasso@hvacrbusiness.com. And don't forget to head over to hvacrbusiness.com and sign up for one (or all) of our eNewsletters if you're not already a subscriber. u TERRY Tanker Publisher ttanker@hvacrbusiness.com PETE Grasso Editor pgrasso@hvacrbusiness.com JIM McDermott Editorial Advisor jmcdermott@hvacrbusiness.com MEGAN LaSalla Art Director mlasalla@hvacrbusiness.com BRUCE Sprague Circulation Manager bs200264@sbcglobal.net BARBARA Kerr Executive Assistant bkerr@hvacrbusiness.com SUBMISSIONS editorial submissions: pgrasso@hvacrbusiness.com ADVERTISING STAFF EAST COAST/SOUTHEAST JIM Clifford Regional Sales Manager Tel 201-362-5561 Fax 201-334-9186 jclifford@hvacrbusiness.com MIDWEST ERIC Hagerman Regional Sales Manager Tel 440-471-7810 Fax 440-471-7943 ehagerman@hvacrbusiness.com WEST COAST TERRY Tanker Publisher Tel 440-471-7810 Fax 440-471-7943 ttanker@hvacrbusiness.com THE HVACR MANAGEMENT MAGAZINE 24651 Center Ridge Road, Suite 425 Westlake, OH 44145 Tel: (440) 471-7810 Fax: (440) 471-7943 Web site: www.hvacrbusiness.com (ISSN: 2153-2877) www. hvacrbusiness .com Email has been around a long time, yet we're still trying to master this communications tool. EDITOR'S NOTEBOOK BY PETE GRASSO

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