A new training package from the Air Conditioning Contractors of America (ACCA) is designed to give contractors and their key employees a solid grounding in “real world” marketing principles.

"Sales and Marketing 101" is a two-CD computer training package taught by Larry Taylor, president, Air Rite Air Conditioning, Fort Worth, TX.

Building on a curriculum developed by successful contractors and grounded in years of Larry's own real life experience, this compelling presentation can be viewed on the computer in your office, your training room, or your home. The 2-CD set includes several real-life marketing examples that support the learning experience.

Among the key points explored during the presentation are:
• marketing is everyone's job (and what that really means).
• the secret of differentiation.
• how to add customer value through your company's services.
• why intangibles are worth more money than the "products" most contractors think they are selling.

“Sales and Marketing 101” is the first in a new “Business Toolbox” series of CD training packages from ACCA. “Business Toolbox” builds on the success of the association's recent launch of "HVAC Essentials" CD training in HVAC technical and design principles, and will present computer video training on a variety of fundamental management principles for contractors.

"Sales and Marketing 101" can be ordered online at www.acca.org/store or by calling 888/290-2220. The cost is $299 for non-members, $199 for ACCA members.