ARLINGTON, Va. - A new training package from the Air Conditioning Contractors of America (ACCA) aims to give contractors and their key employees a foundation in real-world marketing principles. “Successful contractors learn that marketing is not something that someone does, but rather a core function of the business,” said the association.

“Sales & Marketing 101” is a two-CD computer training package taught by Larry Taylor, president of Air Rite Air Conditioning, Fort Worth, Texas. The program is the first in a series of CD training packages titled, “The Business Toolbox.” Building on the success of the association’s recent launch of “HVAC Essentials” CD training in HVAC technical and design principles, “The Business Toolbox” presents computer video training on a variety of fundamental management principles for contractors.

The two-CD set includes several real-life marketing examples that support the learning experience. Key points include marketing is everyone’s job (and what that really means); the secret of differentiation; how to add customer value through your company’s services; and why intangibles are worth more money than the products most contractors think they are selling.

“This training package is a valuable addition for every contractor’s library, as well as those of schools, distributors, and anyone else who wants to understand the principles of good marketing in a contracting business,” noted ACCA.

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Publication date:02/25/2008