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Articles by Matt Plughoff

You Don’t Know That Much About Your Customers…But You’d Better Start

It’s high time for small business owners to begin seriously holding themselves accountable for a new type of measurement: How much do you really know about your customers’ behaviors and buying patterns? If you omitted “lead source” and “ticket price” from your answer what would be left? Odds are not that much.

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Get the Referrals You Earn

In our industry, too many people act as if earning a free lead is a matter of being nice or less expensive than the competition. But a true referral is different. Referral leads are emotionally based and therefore require that you think about the customer’s experience not in terms of service, but in terms of experience.
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Defeating Pirates on the Team

There has been a good deal of news lately about pirates raiding ships along the African coast. Bucking all authority and rule of law, these criminals capture sea-bound vessels filled with precious cargo. There is a version of this in our industry, though it may be more of a question of incompetence rather than out-and-out piracy.
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2014 SMACNA Annual Convention

Views from the 2014 SMACNA Annual Convention in San Antonio.


NEWSMakers: Chris Mathis

Chris Mathis, president of Mathis Consulting Co. and vice chair of ASHRAE’s residential ad hoc committee, talks about ASHRAE’s exploration into the residential market. Posted on Oct. 17.

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NEWS 10-20-14 cover

2014 October 20

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DOE has denied AHRI’s petition for reconsideration of walk-in standards. Is it getting harder to reach consensus on efficiency standards?
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2015 National Plumbing & HVAC Estimator

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

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