HVAC sales reps share their strategies, insights, opinions, and stories.
The Value of HVAC Training With Perfect Technician Academy’s Dr. Thomas Moorman
Dr. Thomas Moorman is the Provost and School Director at Perfect Technician Academy outside of Fort Worth, Texas. The trade school provides a unique immersive six-week HVAC training program focused on developing the workforce. Dr. Moorman has been purposeful in attracting the right candidates, earning the trust of employer placements to provide graduates with work upon program completion and developing a rigorous trade school curriculum.
Dr. Moorman and KGG’s Training Director and RepTalk host Rob Ambrosetti discuss the benefits and possibilities of being a skilled trained tradesperson in today’s world. Particularly, an HVAC technician or contractor. Over the past year, those with HVAC and IAQ experience and expertise have been some of the most in-demand services. And that demand is only continuing to grow and expected to last beyond the pandemic. Tune in to learn what HVAC training can do for you and to learn more about the value of HVAC skills.
Developing Relationships and Increasing Customer Lifetime Value in the HVAC Market
Business is all about relationships and value. For HVAC businesses in particular, it should make sense that furthering relationships and increasing customer lifetime value are crucial aspects of a successful company. This episode of RepTalk features KGG’s own Training Director Rob Ambrosetti in conversation with Hook Agency’s Founder and CEO Tim Brown discussing pre-calls, enhancements and follow-ups. Together they offer insightful tips, tricks and anecdotes on how to build relationships and increase customer value the right way.
It all starts with the first phone call. That very first phone call or point of contact that a customer makes is when their experience with your company begins. To build the relationship early, it’s important that every employee is on the same page. And when with customers, in their home or space, make sure to be the best expert possible and offer thoughtful recommendations while taking the time to educate the homeowner about the specific issues they present. This is the first step to increase customer lifetime value.
Make sure to tune in to to this episode to learn the many other tips for customer value and relationships, such as: the car wash model, adjusting the expected sales tone, training, clear communication, maintenance agreements and following up authentically.
KGG Consulting’s REPTalk is an HVAC industry-focused podcast. Episodes are available to view on YouTube and the KGG site; or available to listen on Spotify and Apple Podcasts.
How to “Ditch the Pitch” and Build Better HVAC Sales Habits
Sales is a crucial part of the HVAC industry and market. Whether your work is from the perspective of a manufacturer, distributor, rep or as a contractor–sales is certainly a factor, regardless. With so many different aspects of the industry involved in the sales process, how could there ever be a one-stop-shop formula for good HVAC sales habits and practices? The answer is simply an increased focus on quality conversation and connection.
This episode of RepTalk features helpful tips and insight from interview guest Steve Yastrow, in conversation with Host Rob Ambrosetti. Yastrow has years of experience as a business advisor and is the Founder and CEO of Yastrow and Company. He is also a renowned author with three published business books: “Brand Harmony,” “We: The Ideal Customer Relationship” and “Ditch the Pitch.” The latter, his most recent publication, focuses on six helpful sales habits to utilize in business.
The six habits all revolve around the idea of improvised persuasion. As Yastrow explains, he suggests to quite literally ditch the pitch and instead converse with clients and potential customers rather than present to them. As most of us can relate, no one really enjoys being at the other end of a sales pitch. The best way to make the experience better, and gain from it, is to create a conversation that matters.
Yastrow breaks down the six helpful HVAC sales habits into three categories. They are:
Figure out what’s going on
Get the conversation flowing
Creating a shared story
Within each category are two habits, and within each habit are a handful of helpful business practices to help implement the habit. The goal of these HVAC sales habits is to shift the sales process. Rather than the focus being on your business, products, services and offerings … to instead focus on the specific customer. This means saying less, listening and noticing more, interpreting the verbal and non-verbal information available and making honest helpful suggestions that clearly identify that client’s specific needs. As Yastrow explains in this episode, it’s your job to step into their story rather than making them enter yours/your business’ story.
At first glance, these may seem like obvious actions to take. However, with further research, it becomes apparent that most HVAC companies and contractors are still focusing on themselves and their business over the customer’s values and needs. Ambrosetti and Yastrow discuss applicable and actionable examples throughout the episode. From listening to a customer talk about their child’s allergies to noticing an expensive guitar collection, honing in on these small opportunities will set you apart from your competition.
After delving into each of the six HVAC sales habits, Yastrow and Ambrosetti discuss applying these practices to the remote sales and distanced customer service reality, as well as how to implement the habits for better personalized company branding. For everyone in the trade, this episode is sure to provide beneficial HVAC sales habits, tips and insight.
8 Great HVAC Marketing Habits
Marketing is an essential aspect of business. Quite literally, it is the actions a business takes to promote its products and/or services. And–it’s absolutely essential to a company’s success. This is particularly true when it comes to the HVAC industry. Potential customers have a multitude of home service companies to choose from, which is why it’s crucial that you make sure to set your business apart. Marketing is one of the easiest ways to do so. That is, so long as you commit to a marketing plan and follow through with the essential HVAC marketing habits.
In this episode, RepTalk Host Rob Ambrosetti interviews Hook Agency Founder and CEO Tim Brown on the best marketing tactics an HVAC company can and should utilize. Brown, who founded Hook Agency in 2012 is experienced in website development, search engine optimization and conversion. In other words, his company specializes in the world of digital marketing. At KGG, we too push for HVAC companies to shift their focus from old-school marketing techniques to digital practices. Brown makes this process easier and outlines eight easy HVAC marketing habits to incorporate into your business.
In many ways, it begins with the company website. Brown describes a majority of the HVAC company websites he sees as ‘broken.’ While this might feel counterintuitive, as the urge is to appeal to potential clients and earn trust, Brown advises against websites focusing on the company itself. What may feel like a warm and inviting company photo can be perceived as a greater focus on the company itself rather than the customer. Instead, save photos and anecdotes for the “About Us” section and social media. Instead, really prioritize what your business offers customers as well as high-rated reviews and testimonials that successfully portray your business’ accomplishments.
In addition to updating the website, Brown provides direction, ideas and other HVAC marketing habits. These include focusing on leads, identifying where leads come from, spending time asking for and responding to referrals and reviews, and prioritizing customer testimonials. Brown also advocates for social media, content marketing and utilizing online business search engines such as Google My Business. Brown provides in-depth insight on each of these functions, why they’re important and how they can help your company grow. So, what exactly are the eight great HVAC marketing habits? Tune in to learn!
Creating Healthy Home Habits With Hayward Score
At KGG, we often discuss the importance of good indoor air quality, as well as the control strategies available to improve indoor air. Such solutions are focused on air purification, ventilation, air filtration, humidity control and source control. Our manufacturer partners’ industry experience, indoor air quality research and science all show the benefit of whole-home solutions. This is why the IAQ products and lines we represent are focused on enhancing air quality for the entire space.
From the HVAC industry perspective, improving IAQ means addressing deficiencies and problems in existing residential and commercial spaces. However, to fully understand the future of indoor air quality, it’s necessary to also look at IAQ efforts being made from the design phase. It’s the difference between bettering homes that are struggling with the consequences of poor air quality and instead building homes better from the ground up. Ensuring builders and consumers have indoor air quality in mind in the first place can make all the difference.
To understand the builder point of view, RepTalk Host Rob Ambrosetti spoke with Bill Hayward, the founder and CEO of Hayward Score and the CEO and Chief Sustainability Officer of Hayward Lumber. Hayward first became interested in indoor air quality improvements after he and his family experienced a number of physical and mental health symptoms after moving into their new home. In 2008, determined to better understand and make changes, he pursued a way to help builders and homeowners alike through a combination of building science and medical science. The result: the Hayward Score.
The Hayward Score is a great resource on how to make unhealthy homes healthy and how to build healthy homes. The obvious focus? Health. One of the key takeaways of this episode is the value in focusing on HVAC and IAQ upgrades for the purpose of health and wellness. Consumer demand and attention is changing, and there is a greater focus on health in relation to indoor spaces than ever before.
To have a home or space scored, users take a 50 question online quiz to “diagnose” the space’s problems and potential fixes. To date, the Hayward Score has helped score over 80,000 homes. As a result, the Hayward Score successfully gained a massive amount of home indoor air quality data while helping thousands of residents and families both learn about the importance of air quality and how to mend it.
The Hayward Score is helpful to HVAC contractors and IAQ professionals because it is an independent and trusted resource that consumers seek out on their own. Your customers then come away with a vested interest in their home’s air quality, a desire to improve it and more trust in your services and recommendations as the expert. Similarly, for builders, the Hayward Score provides data, a 12-step action plan and experience to help build the most efficient homes possible. As suggested by Hayward in this episode of RepTalk, the HVAC industry truly only stands to benefit from a continued focus on indoor air quality and creating healthy homes and buildings. Tune in to learn more.
Clean Air Strategies for Better Indoor Air Quality
Why is clean air so important? Research shows that air quality has a significant impact on our health, our homes and our environment. The possible effects of poor indoor air quality are varied, and can range from damaged furniture and home structures to an increased risk for serious health diseases and concerns. The connection between health and indoor air quality has perhaps never been more important than today due to the ongoing pandemic. This episode provides an overview of indoor air quality solutions.
There are three main categories of pollutants that worsen indoor air quality. They are: germs, odors and particulates. Bacteria, pet odors, VOCs, dander … all of the invisible harmful pollutants worsening air quality without our knowledge originate from one of these categories. How can we ensure better and healthier air? The answer is clean air strategies–which are simply the methods used to improve indoor air quality. Considering the air we breathe indoors can be two to five times more polluted than outdoor air, these strategies are essential. Almost all IAQ products and solutions can be summed up by five categories. They are:
1. Source Control
2. Ventilation / Fresh Air
3. Air Filtration
4. Air Purification
5. Humidity Control
Whether you are a seasoned pro and HVAC professional, new to the industry, or simply a concerned party curious about indoor air quality–we can all benefit from learning about IAQ solutions. In this episode of RepTalk, Host Rob Ambrosetti explains the need for clean air strategies, the benefit of whole-home solutions and an overview of each of the five IAQ solution categories.
For anyone interested in learning more about indoor air quality control strategies, solutions and products beyond this episode of RepTalk, also check out iaq.works for further information! For more reptalk, https://kggconsulting.com/reptalk/.
Great interviews with usable content
Rob does a great job getting right into the interviews. The conversations are informative and entertaining for any HVAC rep, counter sales, inside sales, outside sales, contractors - anyone in the HVAC space.