There’s an often-quoted saying that goes, “You have to spend money to make money.” It’s a piece of business wisdom that is sometimes correct, but so widely quoted that people think it’s the only way. So, when air conditioning, heating, and refrigeration (ACHR) business owners want to make more money, their first step is to figure out how much they have to spend to hire new people and equipment.
Or, there’s the other problem: When ACHR business owners want to increase revenues, one of their first reactions is to raise prices. They know they’ll lose some customers in the process but it’s another “knee-jerk reaction” to the desire for more money.