Steve Howard

Steve Howard is the founder of The ACT Group. He can be reached at 602-678-1055 or by e-mail at


Sales Call: Attaining from Boomers an Agreement to Buy

Objections aren’t brought up by Boomers because we don’t want to buy. However, we know the more time and energy a sales consultant has invested, the more they don’t want to lose the sale. But we’re predictable - we’re so predictable that over 90 percent of Boomer objections can be neatly placed into four categories.
Read More

Sales Call: Boomer Selling - How to Validate Value

Boomers buy emotionally, but we won’t write the check until we validate our decision with value. We need to validate value. The more value you validate, the more we’ll buy from you. It’s just that simple. Here are the seven elements of often-overlooked value.
Read More

Sales Call: Elevate Boomers' Emotions to Make Sales

In this sixth article of an eight-part series on selling to Baby Boomers, the author notes that Boomers have always craved emotional stimulation, and Boomers get emotional about benefits, not the equipment that provides them.
Read More

Sales Call: If Risk Is too High, Boomers Won't Buy

This is the fifth article in an eight-part series on selling to Baby Boomers. Boomers grew up in an era of risk-taking. Being drafted for an unpopular war, civil rights protests, drug experimentation, free love, and the Nixon administration all carried unique risks. As Boomers grew older, risk reduction became an important part of everyday life.
Read More

Sales Call: Customized Comfort Wins the Day and Sale

Our grandparents may have been the first to demand customization when they started buying automobiles, but Boomers were the first to make it the foundation of a mega-consumption lifestyle.
Read More

Sales Call: Unlocking Customers' Subconscious Desires

When Baby Boomers buy any product, we instinctively believe it will perform its designed function. We assume our physical requirements will be met. What our subconscious minds are desperately seeking is people and products that will satisfy our emotional needs.
Read More

Create Baby Boomers' Confidence

Years of positive experiences and expensive lessons affect everything Boomers buy, especially when it is something unfamiliar or complex like a replacement comfort system. Too many sincere salespeople lose sales because they don’t understand how the Boomer “rip-off prevention system” works.
Read More

Selling to the Baby Boomer Generation

The changing needs of the Baby Boomer generation offers our industry an opportunity to break the feast and famine cycles of weather-driven sales. When properly approached, a large percentage of Boomers will gladly replace their working HVAC systems in order to improve their homes and enhance their lives.
Read More

Value Chain Catapults Sales and Profits

Imagine value as links on a chain connecting a railroad car full of gold bars (profits) to a powerful locomotive (sales). If any link in the chain is missing, your gold won’t move. If a link breaks during the journey, your gold is left behind. When selling comfort, success is determined by the strength you forge into every link of your “value chain.”
Read More

Smart HVAC: Residential Smart HVAC Requires Lifestyle Selling

Smart HVAC is a concept that, simply put, deals with technical products and how they improve consumer comfort. Lifestyle selling, simply put, is a process proven to maximize smart HVAC sales in the residential sector. What’s lifestyle selling? Let me explain.
Read More



Image Galleries

2014 World Energy Engineering Congress

Scenes from the 2014 World Energy Engineering Congress in Washington, D.C.


NEWSMakers: Kari Arfstrom

Kari Arfstrom, executive director of the HVACR Workforce Development Foundation, talks about the upcoming HVACR & Mechanical Conference. Posted on Jan. 23.

More Podcasts


NEWS 01-26-15 cover

2015 January 26

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

Regional Standards

With regional standards for a/c equipment going into effect in 2015, how do you think it will impact the industry?
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