Not long ago, according to Jack Beers of Metcalfe Heating & AC (Manassas, Va.), contractors all followed the old adage: “If you do a great job, your customer will tell nine people. Do a poor job, and they’ll tell 22 people.” But today, as more and more customers post online reviews, Beers explained, “The difference now is that if you do a poor job, they’ll tell 22 million people.”
Social media presents two primary choices: get involved or be left behind. Contractors have heatedly debated that statement, along with many other social media topics, for some time. More often than not, however, the argument circles back to social media relevance. With social media being so new, industry relevance is more a matter of opinion that could be argued from both sides.
This article should really be titled “Miracle Closing Technique for the Estimate-Getting Researcher.” As you will read, it’s really not a miracle at all. It’s more common sense. There are many kinds of customers, but the most classic might be the we’re-getting-estimates customer.
Does it make a lot of sense for a commercial HVAC contractor, who specializes in rooftop unit service and replacement, to market his wares on social media networks like Facebook and Twitter? If you had suggested this to Jon Lazarus a few years ago, he might have wanted to find a straitjacket for you. But not now.
Selling is - and has always been - a relationship. Yet in a hot economy, when cash is flowing, improvements are incentivized, and home values warranted re-investment, selling was order taking. We got lazy. True sales skills eroded. Case in point, follow up has become nearly nonexistent.
The bottom line is that if there is no sale made or no money coming in, there is no company. One thing that seems to elude contractors at times is their ability to ask for the order. In other words, “close the sale.” Years ago I learned to plan your close in advance and build your sales presentation around it.
The 43rd Annual ACCA Conference and Indoor Air Expo of the Air Conditioning Contractors of America (ACCA) attracted a record number of people to the Henry B. Gonzales Convention Center in San Antonio. Attendees were considerably upbeat about the recovery from the recent recession, which had redefined the way organizations have approached business in the last two years.
During the winter months, Dan Hagenhoff, regional manager for Goodman Sales and Distribution, typically hosts numerous dealer meetings. This year got off to a bang as regional staff and personnel from the Goodman Global Group corporate offices were on hand to introduce new Goodman and Amana brand products, sales support programs, and to meet, greet, retain, and recruit HVAC dealers.
The Road to Success Lennox dealer meetings are part business seminar and part pep rally by design, said Jay Gidick, vice president of merchandising and national accounts. “We’re trying to make these meetings entertaining for dealers, and we think it’s working.”
While service marketers are paddling diligently to stay ahead of the changes in online marketing, a new wave is about to come crashing in. Those who see it coming and act on it quickly will ride it to the top and leave the competition in their wake.