Your Marketing Worked. You Got the Phone Call. Now What?

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A coffee-stained napkin is not the best CRM system!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 the appointment into the sale. Soon, a lot will hinge on that sale, but let’s not get ahead of ourselves. This phone call ...
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Guerrilla Marketing in 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 is ...
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The Gas Pump Pitch

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Most residential HVAC and home performance contractors don’t spend a lot of time in elevators. But they are likely to stop to put gas in the vehicle from time to time. In the way he always captures the vernacular, Chandler von Schrader at EPA suggested that we shouldn’t be talking about an “elevator pitch” in this industry—it should be a “gas pump pitch”.

But the idea is the same. The gas pump pitch is an excellent marketing tool in which ...

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Improving Online Lead Generation: 6 Simple Things

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Small business marketing these days is in a constant state of upheaval. The old ways that contracting businesses drove leads–such as the Yellow Pages or Direct Mail–are no longer enough to drive the bulk of your sales. As people looking to find information about energy efficiency related contractors turn increasingly to the web and social media, a strong online presence is critically important to your business success.

A strong online presence doesn’t have to be difficult and doesn’t have to ...

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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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Are Existing Customers YOUR Best Source of Business?

Posted by:

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. ...

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Hiring the Right People Makes the Whole Thing Easier!

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hire the right peopleHave you ever worked with some one who drags you down? Have you seen a bad attitude spread like this year’s flu virus thru the office? Have do you feel when people come in late? Or pilfer from the warehouse?

The point is having the right people around is very important. It’s not just some loosey-goosey notion. It has a big impact on the bottom line. To slightly ...

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3 Common Mistakes Contractors Should Avoid

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Home Performance is a tough business. It can also be very rewarding—on many levels—when done right. Done right. There is a tendency in our industry to focus on the technical side. This is understandable, especially since we’re faced with the fact the most homes operate poorly precisely because of poor focus on the technical while they were being built, maintained, or remodeled.

Let’s take it is a given the we need to provide high quality services, whether we’re talking about ...

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EE Programs Offer a Great Example of How to Confuse Consumers

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Different HEE Scores and RatingSetting aside the question of whether a label for home energy efficiency will drive change in the near future, let’s look at what we should not be doing…which is kinda what we are doing.

If we think labeling a home with a score or rating is a good idea, we should ...

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