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EGIA Contractor University Weekly Update
This Weeks Featured Content
Couldn't make it to St. Louis for the latest conference? Follow EGIA on social media to get a live look at what's happening at the event, including behind-the-scenes interviews with featured presenters, look-ins on business-changing presentations, key takeaways and more! Click below to virtually join #EGIAtour17 as it is taking place today and tomorrow.
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Upcoming EGIA Contractor University Educational Workshops
APR 19-20 — Technician Communication & Selling Workshop – Sacramento, CA
APR 20-21 — Becoming Your Best Breakthrough Leadership Workshop – Midway, UT
APR 25-26 — The Invincible Replacement Sales Professional Workshop – Philadelphia, PA
MAY 3 — Organizational Leadership in the Millennial Generation Workshop – Philadelphia, PA
MAY 4-5 — Philadelphia Contractor University Conference – Philadelphia, PA
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HVAC Sales Academy Weekly Show
Marketing Fundamentals 101 with Elaina Burdick
Marketing as a contractor can be challenging. Contractors often have so many marketing deals and promotions pushed to them from all sides that they don't even know where to start. Unfortunately, this often leads to companies spending their money in the wrong places or focusing on the wrong things at the wrong times. So, what should you be focusing on? What are some of the most important things to know before putting together your marketing plan? Here to answer these questions and teach us the fundamentals of marketing is the President of EB&L Marketing and EGIA Contractor University Educator, Elaina Burdick.
HVAC Sales Academy Video
Premium EGIA Members: Log-in at the link below and click on the HVAC Sales Academy box in the Contractor Portal to watch this week's training and learn the fundamentals of marketing from Elaina Burdick.
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HVAC Business Best Practice Weekly Update
The following training materials have been added this week to the HVAC Business Best Practices online training platform. Premium members can now log-in to the EGIA Contractor Portal to access these resources.
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iconVIDEO: Setting your Company Marketing Goals
Learn the marketing goals that are key in developing a more profitable company. Not all goals are created equal, and in this segment we break down some of the key goals that should be considered in your company. Tracking a goal is also key, so we discuss why the goal needs tracked and why it contributes to profitability and cash flow change in a positive manner. Goals drive our passion and create focus.
iconVIDEO: Promotions and Strategy in Marketing
Learn how to create and storyboard ideas for promotions in contracting. There are no right or wrong answers in marketing promotions, only those that drive sales and those that do not! The only correct answer is to HAVE a promotion in play during your shoulder selling seasons. We all have low seasons or times when sales are slow, the key is to plan ahead, and set a budget so we know how many leads and sales we need to fill the buckets. Learn in this video how to develop the plan around these ideas and never have a losing season ever again! We take you through the best practice of costing FINANCING as a promotion, and developing a specific figure of sales and "CALL TO ACTIONS", which will get consumers to say YES today and not wait until its peak season to buy.
iconVIDEO: Branding - The Alignment and Consistency of Your Company Brand
Learn in this video how to get all aspects of your company brand in complete alignment so you can maximize the impact of top of mind awareness, as well as the emotional aspect of how consumers perceive your company. We step you through examples of company brand strategy that have been well executed, and you can determine how your brand strategy may be improved.
iconVIDEO: Acquiring Databases for Growth - Tuck-In Marketing Strategy 2
The "Tuck-In" strategy is relatively easy to execute once we understand it and no longer fear the financial aspects. We walk through the strategy in detail so you can begin to take action on acquiring and integrating a database from any company that has decided to sell.
iconVIDEO: Marketing Strategy 4 - Price Positioning to Establish Value
This video breaks down the pricing strategy discussion in a marketing context and how to establish options for consumers. We walk through the concepts necessary to create a residential pricing strategy for your company, and also review the fundamentals of what creates value to a client and how to become more effective at the sales process.
iconVIDEO: Strategy 5 - Media Plan - External Advertising
This video breaks down the external advertising approach (media planning) a company may want to consider, and how to evaluate advertising in your firm. The media plan video details the processes a company needs to work through before spending money or resources on media. We describe how to make your media plan most effective, and balance the media with all other marketing strategies to maximize leads.
iconVIDEO: Strategy 2 - Service Agreements - Your Best Weapon
Using and developing service agreements is a company's best marketing weapon to maintain and build trusting relationships over time with clients, resulting in incredible opportunities to sell, and create brand, referrals, and maximize profitability. In this video, we break down the value of a service agreement, not just the why, but also the fundamentals in brand strategy.
iconTEMPLATE: Comfort Advisor Training Manual Part 1 & 2
This manual is designed to train anyone on the basics of application in our trade for home comfort, and specifically as a system of what the home is and does as an energy platform.
iconTEMPLATE: Application Training Part 3 - Sales Professional
Part 3 of the manual breaks down the application structure of home comfort even further. Test questions at the end are designed to support required knowledge.
iconTEMPLATE: Application Part 4 - Comfort Advisor Training
The 4th section of the manual breaks down the home comfort application even more into components, Indoor air, equipment, and the fundamentals for a new person in sales to learn about the technical part of the trade.
iconTEMPLATE: Application Training Part 5 - Comfort Advisor Training
Section 5 of the application training defines equipment, how a sales professional may understand the basics of the components. Test questions follow at the end. Use these materials to train any new professional who needs more knowledge on the application side of selling a technical product.
iconTEMPLATE: Hiring Template - Questions and Process to Interview for Sales
This template is for sales professionals to be interviewed and help your preparation, and focus on what to select in terms of attributes. Not all sales professionals are created equal and a company should have a clear understanding of what they want from a new hire, then train for skills.
iconTEMPLATE: Monthly Payment Calculator Tool
This tool helps you calculate with various financing plans, what the monthly payment will be for each position in a cookbook based on your costs.
iconTEMPLATE: Monthly Payment Comparison Tool
This tool allows you to conduct an analysis of comparing options in your sales book to compare and contrast terms, financing rates, and how to create a sweet spot using financing for consumer sales.
iconTEMPLATE: 23 Questions To Ask About Choosing a Contractor
Use this file to set your company apart in its brand promise. We send this out in advance with the pre-call e-mail to a client and ask the customer at lead coordination, do you want some additional information to help you make the most informed choice for your home? The answer is always yes, we collect the email, archive the database, and then send them these files.
iconTEMPLATE: Lead Coordination Form
Lead coordination questions to ask, and utilize in developing your sales prospect alert format. This is how the lead coordination function performs the sales professional set-up, before the sales pro makes the call to build additional rapport and trust, and qualify the client's needs.
iconTEMPLATE: How to Buy a System Pre-Call Email Support
Use this PDF as an example of how to educate a client about the industry, application, duct systems, airflow, the questions to ask all companies, financing, and essentially outline all the value proposition questions you would want them to ask your company to justify your price versus a lower priced competitor. Create your own email PDF to attach to the preliminary sales call e-mail sent to clients at lead coordination.
iconTEMPLATE: Gift After the Sale Deliverable
A gift and thank you is often a great metaphor for how the customer will be treated over time. A sales with no follow-thorough portends a love them and leave them attitude, where as a follow-up process with a gift, and a thank you card makes the client feel as though you are more professional. Choose a gift that will last, and be sure to send a written out thank you card - and this also applies to all service technicians on service calls. Brand development never stops.
iconTEMPLATE: After the Sales Thank You Card Sample
Thank you cards work! Period. A hand-written note is a gesture that says you took the time to think of someone, and you wrote something meaningful, the more personal from your call the better. Integrate a thank you card in all sales procedures whether you make the sale or not. Take notes in the sales process both as a tech and a sales professional, and use those to remind the client you are a great business. Write the note after the call so you don't forget and stage it for mailing later.
iconDOCUMENT: Sales Professional Interview Process
Improve your interview technique after reading and learning more about the interview processes, focusing on sales candidates.
iconDOCUMENT: Key Manager Shared Success Pay Plan
Key managers need to be set up to operate their own departments and paid accordingly, including the idea the company prospers first. We refer to a 3 legged stool - company wins, employee wins, and customer wins. This pay plan allows all mid managers to share in the upside of success while making certain the company is paid as well, and first.
iconDOCUMENT: Developing a Financial Plan for Your Company
This article walks us through the fundamentals of a great financial plan. It explains the budget process as well as ideas to consider in developing a company financial plan for success.
iconDOCUMENT: Pricing Manual For Contracting
Use this manual to develop a deeper understanding of pricing methods in the contracting trades. The pricing systems vary and this material presents the strengths and weaknesses of each method, including the requirements for understanding your basic costs.
iconDOCUMENT: Job Start Form
This form is used to reconcile the sales persons estimate with the installers version of what is seen on walk-through to start a job. We use this form to identify and hold accountable each party, for who may miss an estimate in design, items, or application. The form makes certain the company has a process for getting it estimated and designed correctly.
iconDOCUMENT: Quality Assurance Form Installers
We use the quality assurance form as a final inspection report by installers that completes a job to the sales persons and company specifications. Create your assurance form based on your standards of installation.
iconDOCUMENT: Job Cost Out Example
Use the job estimating or costing form to create an estimate if you are NOT using Cookbook Pricing. Many companies still use the estimating process, this form simply helps you be certain to ask all the correct questions to create cost for a job. It does not create a price just a record of materials and costs.
iconDOCUMENT: Options Form
Example Options Form for Edit - leave behind with a client that is not currently buying but wants a quote.
iconDOCUMENT: Two (2) year Money Back Satisfaction Guarantee
The two year money back satisfaction guarantee is so a client can be assured of a quality installation and after the sale service. It is designed for the risk averse individuals or buyers. This mitigates all risk.
iconDOCUMENT: Best Value Lowest Cost Guarantee Apples to Apples
The best value lowest cost apples to apples guarantee is exactly what it says. Based on your company specification, which of course is strict and is exceptional, you will guarantee that that type of install and product will be at the lowest cost available to the buyer. It doesn't mean inexpensive, it means it will be done correctly, operationally excellent at the price you need to charge to be exceptional.
iconDOCUMENT: Comfort Assurance Even Temperature Guarantee
The Comfort Assurance allows you flexibility. Comfort in the home implies air flow and control of humidification issues. Even temperature will require a properly designed air distribution system, and control of room by room, so this guarantee insures you will create a system that works for the whole house not just a replacement. You can set the variance in the guarantee. 1 degree at the stat, 2 degrees, whatever makes sense for your company. The buyer can then be assured that whatever system they buy from you it will keep temperature in the home. This likely requires properly modified duct systems to be dealt with and priced accordingly to GP per crew day.
iconDOCUMENT: Lifetime Service Repair Guarantee
In this guarantee we explain that as long as you are in the maintenance club (your title of club), that any service repairs carry a lifetime guarantee on parts and labor. Refer to the pricing section of service to understand the cost basis. The selling basis is simple - buyers know that they have little to no risk in equipment failures costing them frustration.
iconDOCUMENT: 10 Year Care Free Guarantee
IN some case we offer a 10 year parts and labor, sometimes 12, sometimes 15 or 16 years and this form adapts itself to allow you to offer it in concert with a 10 year club maintenance agreement as part of a new sale. Some homeowners simply want the best and want no hassles. This is a guarantee we place on the higher end systems and of course ask a higher price point. We also will use this as a promotional strategy during shoulder seasons to help fill job boards (see promotional discussion video in Marketing section).
iconDOCUMENT: Install Today Hotel Guarantee
The same day installation hotel guarantee is for customers with a sense of urgency and willing to pay you just a little more for the get it done now philosophy. Pick a nice enough hotel and negotiate a base rate for the use by your company, Hyatt Place is one we have used, and create the guarantee around your higher end systems. The peak season is when this will apply the most, and of course the pricing for those systems must incorporate the cost of the hotel guarantee.
iconDOCUMENT: The Preliminary E-mail - Pre Sales Call Setting Expectations
Use this format to construct and E-mail for your firm, and send this out as part of lead coordination to all clients. The basis of this is 1. To create a question for a homeowner - would you like to know what to expect? The answer is send the formatted email and you have achieved trust before your call by delivering on your company's 1st promise. A second reason is it does clarify many aspects of what will occur, from attendees and decision makers, timing, appointment confirmation, preparation, and most importantly we send additional supporting PDF's that teach a client about "How to Choose a Company, and How to Buy a Total Comfort System.
iconDOCUMENT: After the Sale Processes - Survey, Walk-Through Inspection, Thank You, Reviews
The after the sale survey is a key area to gain feedback from a client directly related to the customer experience. In addition, we are going to ask for a review to be written and facilitate that process with our sales professional while the client is happy about our installation and it's fresh in their minds.
iconDOCUMENT: Quality & Workmanship Guarantee
This guarantee says you will do exactly what you said your company would do or the client doesn't pay until you do! It is presented in the sales process, and matches the quality inspection process you use at the end of the installation as part of after the sale process.
iconDOCUMENT: Model for Acquisition - Step by Step
The article details the processes you will want to use for acquiring a database of clients from smaller companies to tuck into your marketing funnel.
iconDOCUMENT: Job Survey Form for Estimate & Application Layout
Use this form as a guideline for job estimating format, and an application layout.
iconDOCUMENT: Residential Task Sheet & Requisition
Use this requisition, costing, and task planning form to set up your company version either on software or manually. We utilize this tool to determine and order within the company what services and equipment may be utilized on any job. Customize your version and tie it to your company products and services so installation knows what to schedule.
iconDOCUMENT: Job Survey Example 2 Format
Here is a second example of a job and application survey form you can customize to fit your residential sales process.
iconDOCUMENT: Energy Savings Calculators
These are the Air Conditioning and Heating Energy Savings Calculators in EXCEL format from the Department of Energy. Use them to conduct energy comparisons of existing equipment versus the suggested options. A good suggestion is to preemptively set up comparisons for your credibility manual, and utilize those in a discussion when you decide with a client what options may fit their needs.
iconDOCUMENT: Energy Savings Calculators
This is the furnace calculator for use in energy savings discussions. Preemptively prepare comparisons in your market to use in the consumer discussions about options and saving money on high efficiency products.
iconDOCUMENT: Marketing Goals Best Practices List
Here is a list of some example goals and marketing ideas for identifying areas you may elect to make a goal in your plan. Checklist your company on what you have, what you need, and what you can say is a nice to do item.
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