On the other hand, if your company is believed to be ineffective, unprofessional and not trustworthy, your company will flounder. To build a reputation as an HVAC expert in your community, you need to address professionalism on both an individual and corporate level. Here’s where to start:

On the individual level:

1.    Teach your employees on how to make a good first impression. This not only includes how they look, but also how they act when around potential and repeat clients.

2.    Host training refresher courses. This will ensure your technicians are up to date on the tasks they will face on a daily basis working in the HVAC world.

3.    Set expectations for your employees. Let them know that you expect them to remain professional at all times — both in person and on the web. By laying down your requirements, they will know you are serious.

On a business-wide level:
1.    Have professional marketing materials. Any brochures, flyers or advertisements your company distributes, even your logo, should be tastefully made and free of any grammar errors.

2.    Streamline your social media accounts. Creating and maintaining a social media presence is a great way to attract new clients — this includes a Facebook page, Twitter or blog. It also allows you to start a dialogue with your community, which will build up your reputation as being knowledgeable. The improper use of social media can damage your business.

Mike Moore is the HVAC Training Director at HVAC Learning Solutions, an HVAC industry expert in sales, technical, and business training. Visit Mike’s blog for more insights. Mike can be reached on Twitter @hvaclearning or on Google+ at gplus.to/hvactraining.