ARLINGTON, Va. - A new training package from the Air Conditioning Contractors of America (ACCA) is designed to give contractors and key employees a solid grounding in marketing principles that work in the real world.

“Sales & Marketing 101” is a two-CD training package taught by well-known contractor Larry Taylor, president of Air Rite Air Conditioning in Fort Worth, Texas. Building on a curriculum developed by successful contractors and grounded in years of Taylor’s own experience, this presentation can be viewed anywhere a computer is available.

The CD set includes several real-life marketing examples that support the learning experience. Among the key points explored during the presentation are:

• Marketing is everyone’s job (and what that really means).

• The secret of differentiation.

• How to add customer value through your company’s services.

• Why intangibles are worth more money than the “products” most contractors think they are selling.

Sales & Marketing 101 is the first in a new series of CD training packages from ACCA entitled “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 will present computer video training on a variety of fundamental management principles for contractors.

Sales & Marketing 101 can be ordered online at or by calling 888-290-2220. The cost is $199 for ACCA members, $299 for non-members.

Publication date:02/11/2008