Marketing Tips Abound At ACCA Chapter Meeting

INDIANAPOLIS - Matt Michel is well known in the HVACR industry as the founder of Comanche Marketing and president and CEO of the Service Roundtable, the private HVACR contractor group.

Michel put on his marketing hat to discuss ways that members of the Indiana chapter of the Air Conditioning Contractors of America (Indiana ACCA) could market their businesses in a highly competitive market.

He provided a list of 101 marketing ideas and asked each contractor to pick five that they liked the best - and choose one to implement right away.

The first idea on this list - price for profits - has a direct bearing on a company's survival, according to Michel. "The No. 1 reason contractors fail is that they don't charge enough," he said.

He explained that the costs of buying and keeping a customer should be considered when establishing a pricing structure.

"It costs $200 to $300 on average to get a customer," he said. "And you don't make money on them unless they become a repeat customer."

Some of the other ideas on his list include:

  • Use service agreements for relationship marketing.

  • Offer options customers cannot get elsewhere.

  • Arm technicians with the latest technical tools and gadgets.

  • Market through kids.

  • Cross-market with noncompetitive service businesses.

  • Help your business by helping others.

  • Seek partnership with vendors.

    For the complete list of marketing tips, visit For information on the Service Roundtable, visit

    Publication date: 02/14/2005

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

    Recent Articles by John Hall

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



    Image Galleries

    2015 HARDI Fly-In

    Highlights from HARDI's Congressional Fly-In in Washington, D.C. Post date: May 28, 2015.


    NEWSMakers: Kevin Conrad
    Kevin Conrad, president, Kevin Conrad Heating and Cooling Inc., Nantucket, Massachusetts, breaks down working in the New England climate, the benefits of insulation foam, and more.

    More Podcasts


    NEWS 06-29-15 cover

    2015 June 29

    Check out the weekly edition of The NEWS today!

    Table Of Contents Subscribe

    Online Reviews

    Do you track online review sites like Yelp to look for comments on your company’s performance?
    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 Get full access to the latest features, Extra Edition, and more.


    facebook icontwitter iconyoutube iconLinkedIn i con