Articles by Matt Plughoff

Are You Ready to Know Your Customers?

It’s time to get serious about understanding your customers on a behavioral rather than transactional level. The big retailers are armed with algorithms that enable them to predict our purchase patterns, lifestyle interests, habits, and financial positions. Small businesses don’t. But that shouldn’t stop us.


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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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2015 AHR Expo

Photos from the 2015 AHR Expo at McCormick Place in Chicago.

Posted: February 19, 2015

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NEWSMakers: Andy Patron
Andy Patron, partner with FMI Corp., discusses the impact a national labor shortage may have on the mechanical contracting industry. Posted on March 27.
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2015 March 23

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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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