Matt Michel

Chief Executive Officer,
The Service Roundtable

Matt Michel is CEO of the Service Roundtable ( The Service Roundtable is an organization founded to help contractors improve their sales, marketing, operations, and profitability. The Service Nation Alliance is a part of this overall organization.

21 Direct Mail Mistakes to Avoid - Part 2

The is the second of two articles about direct mail mistakes to avoid. The first article showed mistakes one through ten. Click here to read it. Here's the rest of the story about common mistakes I frequently observe in contractor direct mail.

11. Stress Features, Not Benefits

21 Direct Mail Mistakes to Avoid - Part 1

Since the direct mail piece was HVAC related, I read it. It was one of the worst I have seen in a long time. Here is the first of two articles listing common mistakes I frequently observe in contractor direct mail.

HVAC: An industry Under Seige 

HVAC is under siege.  We’re under siege from multiple fronts and like a battered spouse in a co-dependent relationship, we just keep taking it and making excuses for the abuser.

Fox News reported that, “Secretary of State John Kerry said in Vienna on Friday that air conditioners and refrigerators are as big of a threat to life as the threat of terrorism posed by groups like the Islamic State.”

One Simple Change Will Increase Your Net Profit 138%

Perry Mandarakas, the Coleman Brand Manager for Johnstone Supply in Kenilworth, NJ showed me how one simple change in a contracting business can more than double net profit. It sounds crazy, but it is not.

Six Simple Off-Season Changes to Boost Future Profits

The off-season is upon us. When call volume slows, it’s an opportunity to make changes so you will make more money going forward. Here are six off-season changes that will boost your future profits.


1. Charge More For Service

8 Ways to Make Work Fun - Part 2

This is the second of two articles that explain why it's important to have fun at work.

8 Ways to Make Work Fun – Part 1

The popular culture that pervades our society is anti-work. Whether on television, the movies, music, or bumper stickers, work is usually portrayed as unfulfilling drudgery for cold, callous bosses. It doesn’t have to be. Here’s the first of two articles that will show you eight ways to make work fun.

Why It’s Important to Have Fun at Work

18 Things to Like About HVAC

It’s hot everywhere.  You’re running around like crazy.  You’re making money, but it’s hectic and the hours are long.  Pause for a minute and count your blessings.  Here are 18 things to like about HVAC.

1. You Get to Be a Hero

Few people are more welcome than a service tech on a no-cool call when it’s 100 degrees outside or a no-heat call in freezing weather.  Just seeing your truck pull up is a relief to the hot or cold homeowner.

How to Survive the Next 10 Years in HVAC
HVAC is not the same old industry it was a few years ago and it will be even more different moving forward. Here’s what you need to do to survive the next decade.
6 Reasons Why No One Will Buy Your Crappy Company 1

Every contractor executes an exit strategy. Few do much planning. Those who fail to plan might discover their only option is to lock the doors and walk away. Here are six reasons your HVACR business might not be salable.

11 Overlooked Details That Could Add $100,000 (Or More) to Your Bottom Line

The devil’s in the details and so are big bucks. Here are 11 easy actions to take now that can save you thousands this summer.

Can Your Customers Afford You?

According to the Federal Reserve, half of all homeowners would not be able to cover a $400 emergency. Pitney Bowes reported that the average American savings account balance was less than $6 thousand. So how do you expect them to afford $6 to $10 thousand for a 3-ton replacement system for their 1,500 square foot starter home?

A Dozen Ways to Keep Your Technicians All Summer Long

We’re in season and the competition is coming. Not only are they coming for your customers, they’re coming for your technicians. Here’s how to keep them at bay.

1. Treat Them Well

25 Ways To Keep From Getting Ripped Off
One of the sad facts of business ownership is the necessity for fraud prevention. One out of every three business owners reading this article will be victimized by fraud. Here are 25 steps you can take to lessen the chance it will be you.
How to Design a Company Culture

Before I attended the Disney Leadership Institute, I never thought much about culture. I didn’t care much about it. I was wrong.

Like many company leaders, I thought culture just sort of happened. It was what it was. The people at Disney showed me how misguided I was.





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