Guest Blog


Hudroom: Change Is in the Hands of the Willing

May 4, 2009
/ Print / Reprints /
ShareMore
/ Text Size+

I just returned from a marketing seminar for a multistate distributor. Keep that in mind for a second…

Recently, another multistate distributor cancelled our event, claiming, “The economy is just too bad.” They never offered the event - only sending the death notice to their dealers. Their hard times didn’t end there; training events stopped completely, they closed two locations, sales reportedly off more than 50 percent.

For the event yesterday, the distributor promoted well - using only e-mail. They used our pre-event pieces, and their own TMs to encourage attendance. Their message was “Change what you’re doing to change the results you’re getting,” which resonated. They recognized the economic impact, but further offered that while things were down, homeowners would still need service. If competitors had gone silent, then more customers would flock to the vocal and vibrant.

They had the most attendees at this event than in their entire history. They all stayed until the very end, gathering, learning, laughing, and committed to change. Was it my message that did it? Hardly. It is the more attractive reversal from the overly dour woe-is-me attitude.

Another record was set that day. A full 34 percent of the crowd - financially and via written agreement - committed to change their marketing approach, immediately. They adopted a three-step formula to radically pursue their market.

There was fire in their eyes, and it was not the short-term twinkle of the day’s opiate. It had been glowing awhile. To be honest, I would not want to be their competition. Your thoughts?
You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 Energy Efficiency Forum

Highlights from the 25th annual Energy Efficiency Forum in Washington, D.C.

Podcasts

NEWSMakers: John Missell

John Missell, vice president and COO of Spectrum Design, joins the program to discuss how his company has utilized geothermal technologies, and we examine the future of renewable energy resources. Posted on Aug. 15.

More Podcasts

ACHRNEWS

NEWS 08-18-14 cover

2014 August 18

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

Prohibiting HFCs

EPA is proposing a rule that would prohibit some HFCs in select refrigeration applications. Do you agree with this move?
View Results Poll Archive

HVACR INDUSTRY STORE

plumbing-hvac.gif
2014 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.

DON'T MISS A THING

Magazine image
 
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.

STAY CONNECTED

facebook icontwitter iconyoutube iconLinkedIn i con