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.
Rob ‘Doc’ Falke has been writing articles for the Hotmail newsletter for quite some time. His technical knowledge and expertise have filled his articles with information that contractors use for reference and continue to come back to ContractingBusiness.com to read, even months or years after it’s been published. Below is a collection of ‘best-of’ articles for your reference and enjoyment!...More
It costs $1 to keep a customer, $7 to get a new one. Attend this webinar and learn how you can you keep more of the business you have, improve close ratios and manage your business more effectively and efficiently....More
The RIDGID B-500 Transportable Pipe Beveller produces a high-quality bevel in less than two minutes (on Schedule 40 pipe with a diameter of 12” or less) without flames or sparks. The compact design quickly mounts to pipes 4” and up with a maximum wall thickness of a ½” and creates consistent bevels in a single pass. For more information on our products, visit www.RIDGID.com....More