Focusing on payback to motivate customers?

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My experience has shown that focusing on payback is usually one of the least effective ways to motivate homeowners to invest in projects that save energy. Other motivators like comfort, healthier homes, lower bills (yes, that’s a different message than payback!), and sometimes even environmental messages resonate better and help encourage people to sign on the dotted line and ...
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What #MeToo means to me

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I generally reserve this space for professional content. And it is exactly in that context that I’m going to comment on the #MeToo messages I’ve been seeing, although at some point it’s impossible to separate the professional from the personal and the political.

The messages are very sobering.

I know women who’ve been harassed, abused, even raped. I’ve seen many statistics over the years on the large percentage of women who have said they’ve experience one or more of the above. ...

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You Got the Phone Call. Now What?

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A coffee-stained napkin is not the best CRM system!

Leads are the starting point. Now you’ve got to help them become buyers. That initial phone call plays an important role in the process.

The phone rings! Congratulations, your marketing worked, and you’ve got a lead. But you can’t sell home performance on the phone. You need to turn that call into an appointment, and ...

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Guerrilla Marketing in HVAC and Home Performance

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gorilla marketingNo, not Gorilla Marketing! Guerrilla Marketing, a concept I first discovered in a book by Jay Conrad Levinson, a book that I’ve been recommending for years. I think its emphasis on low-cost and unconventional ways to communicate are more relevant than ever. While big-budget mass media advertising might still work, more targeted engagement can certainly be effective…and cost-effective. I think this ...
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Some Marketing “Don’ts” For Home Performance Contractors

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reasons people callDon’t expect the words “home performance” to make your phone ring. People don’t know what home performance is. If that’s all you talk about, your call-center will be silent. People call for widgets (like furnaces, air-conditions, insulation, windows). They call for comfort issues (rooms that are too hot, too cold, drafts, etc.). They call for others reasons. But most people don’t ...
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Are Existing Customers YOUR Best Source of Business?

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Successful contractors who’ve been around at least a few years will tell you that referrals are a huge driver in their business. And they should be. The best customer should the one you have already. Next best is something they’ve referred to you. And yet, too many contractors ignore current and past customers both as a source of additional business and a source of referrals.

With respect to existing customers, HVAC contractors moving into home performance have an enormous opportunity–the ...

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Your HVAC & Home Performance Marketing Plan

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This is the first in a series of posts during the arbitrarily-proclaimed Focus on Marketing Week. Check back each day this week for another marketing morsel.

Lead SouresI get this question all the time. “What is the most effective marketing?”

Contractors are rarely satisfied with my answers to this, including “Your most effective marketing is what works best for you.” Whew, the tomatoes start flying. I can ...

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Can your Advisor charge more than book price?

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I had a good discussion with a client about my last post, specifically about allowing your Advisors the discretion to discount.

He asked if he could apply the same methodology in reverse (his only sales person had the ability to “pad” the price in his last position).

My answer: Yes, you can. But it’s not what I recommend.

Given the Advisor a similar discretion to add 10% to the book price has an obvious benefit. Even with the additional ...

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Keeping good employees…It’s not just about the money

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Money can be a motivator. Or a de-motivator if done poorly and people perceive it to be unfair. However, we also know that it’s not just about the money. Ask anyone who’s ever worked for a complete asshole (sometimes that’s just the best word to use) and they’ll tell you.

Wait a second. Last week I suggested that perhaps one of the reasons we have a hard time attracting enough good folks to a contracting business is because we ...

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