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The one holiday that seems to always catch me by surprise is Groundhog’s Day. Each year I am reminded by warmly dressed television reporters in early February about this whimsical, annual event.

As I was watching the news last month, I saw that once again, somewhere in Pennsylvania, a small furry mammal was going to decide whether we have an early spring or a late winter just by his ability to see his shadow or not. This always reminds me of the movie “Groundhog’s Day,” starring Bill Murray.

In case you forgot, the film is about a television reporter that is assigned to this event in rural Pennsylvania. Essentially, he keeps repeating the same day over and over again until he finally “gets” what life is all about.

Unfortunately, many people and companies who sell their services are living this Groundhog’s Day scenario as well.

Failing the Same Way Over and Over

What I mean is that poor performers tend to get themselves into a rut and continue to normalize poor performance. Each day is essentially the same.

They trot out the same sales routine that never seems to resonate with their customers. Even the excuses sound the same. Day-in, day-out they blame the economy, or whatever political party is in office or even the weather for the lackluster performance.

Groundhog’s Day Is Not Good

As an HVAC professional, you cannot afford to be lulled into a trance. High performance service techs and sales people find new opportunity each and every day. The reason that new opportunities are found where others cannot see them is simple. Top performers are students of their customer.

Therefore, I think we can all agree that if each and every customer is unique and different, we will learn something that others have not if we would only take the time to listen to them and learn.

If you find yourself or your sales team failing, then do you and them a favor and break the monotony of your Groundhog’s Day trance and do something different. Doesn’t if figure that if you get poor results with the methods you use now that creating change instead of waiting for it may be just what it takes to succeed?

Going into the rest of 2012, why not create a new and exciting service event for each and every customer? Make your maintenance and sales opportunities something special.