Just What One Contractor Needed

ST. LOUIS - I just returned from the first-ever National HVACR Residential Sales Managers Forum. Prior to attending seminars and conferences, I always think to myself, “If I can walk away from this event with one good idea, it’s worth the trip.”

Little did I know that I would be traveling home from the forum with 10, 11, or 12 great ideas - and still counting. I know the dozens of new industry friends I made felt the same after leaving the forum.


Jim Ackerman kicked things off with a lesson on some crucial marketing ideas.

“How many times are we in touch with our customers during the year?” he asked.

If it’s not at least six to 12 times per year, we’d better be prepared to lose that customer to the competition. Someone has to be acting as chief spiritual officer and handle the company culture. I realized quickly from many of the speakers how crucial and common a great marketing plan was to the success of an organization.

Dewey Jenkins of Morris Jenkins spoke about the importance of supporting your sales team with a great marketing plan. Tim Welch, of Peaden Air-Conditioning, Heating & Plumbing, also referenced the importance of their marketing strategy. Welch reminded us all about how you represent your company even when you’re not on the job.

He shared a story about how he helped a senior citizen load some groceries into her car one afternoon. He was done working for the day but had still been wearing his Peaden uniform. Some time later, the woman’s daughter called to schedule some work because of the goodwill exhibited by Welch.


As the forum progressed, I heard many new ideas and was reminded of some old ones. Drew Cameron of HVAC Sellutions and Larry Taylor of AirRite Air Conditioning gave great insight to our ever-changing marketplace. “When you try to be all things to all people, be very careful as you may become nothing to no one,” Cameron said. We heard valuable lessons on the importance of differentiating ourselves.

The Sales Managers Forum ended for me with some terrific information from Sharon Roberts, of Roberts & Roberts Associates, on selling to women, and from Larry Johnson on how to win the word-of-mouth game.

“Love equals loyalty,” Larry said. What are you doing to make sure that your customers love doing business with you?

This forum couldn’t have come at a better time for everyone. I think the Sales Managers Forum was just the wake-up call we all needed in this economy.

Publication Date: 05/11/2009

Did you enjoy this article? Click here to subscribe to The NEWS Magazine

Recent Articles by Michael O'Grady

You must login or register in order to post a comment.



Image Galleries

2015 ACCA Conference

Images from the 2015 ACCA Conference in Grapevine, Texas. Posted on April 8, 2015.


NEWSMakers: Mark Crockett
Mark Crockett vice president, Crockett Facilities Services, explains the importance of technician training, the value of being a top minority-owned company in the U.S., current projects the company is managing, and much more. Posted on April 24.
More Podcasts


NEWS 05-04-15 cover

2015 May 4

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

Legislation and Regulation

What legislative/regulatory issue is most important to you as a HVAC business owner?
View Results Poll Archive


2015 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research


Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Magazine image
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.


facebook icontwitter iconyoutube iconLinkedIn i con