About 70% of acquisitions fail to reach their budgeted goals. How’s that for a frightening statistic, especially if you’re eyeing up a purchase? I don’t share that with you to scare you away from mergers. I share it because it’s important to discuss why most acquisitions fail.
In the first two installments of this article, I discussed the importance of branding your company as the “energy-saving experts.” That’s because if your customers see you as the “guys who save energy,” that really means they see you as the “guys who save money.”
It’s an unfortunate reality of our industry that many of our customers think, “HVAC companies are all the same.” Taking that one step further, they think, “If all HVAC companies are the same, then I may as well buy from the company with the lowest price.” It’s a sad thought process, but it’s not their fault. It’s ours.
As an HVACR contractor, you face major challenges in differentiating yourself from your competition and making yourself recognizable to your customers and prospects. Historically, HVAC contractors have done a poor job of communicating how they’re different from their competition. More importantly, they haven’t explained why their customers should care. That’s why the commitment of your organization--from the top down--to a strong brand strategy and brand message is crucial.
In my last article, I answered some important questions to get you thinking about how you can leverage your HVAC website to generate leads for you. Today, we’ll talk about attracting customers and prospects to your site, and some insight into tracking your results. If you missed the previous article, click here to read it.
One of the toughest challenges in a replacement sales situation is overcoming a price difference of $2,000 or more on a replacement job in which the competition is supplying the customer with the exact same brand and model number....More
Contractors will have the opportunity to learn technical installations, sales and marketing solutions and new business opportunities all while getting credits through North American Technician Excellence (NATE) and Refrigeration Service Engineers Society (RSES)....More
My typical work day includes heartfelt conversations with both successful and wanting-to-be-more-successful HVAC professionals. As I prepared to write this article over the last few weeks, I recognized the culture of constant mentoring was alive and well in each successful company I spoke with. Let’s look at how mentoring can build stronger and more successful HVAC careers and companies....More
Distributors face an increasingly complicated challenge of balancing customer needs across a complex supply chain – driving the need to digitalize. Yet research shows wholesale distribution lagging behind other industries in digital transformation....More