Publisher’s Page

TERRY Tanker Publisher ttanker@hvacrbusiness.com

MEGAN LaSalla Art Director mlasalla@hvacrbusiness.com

BRUCE Sprague Circulation Manager bs200264@sbcglobal.net BARBARA Kerr VP Operations bkerr@hvacrbusiness.com ADVERTISING STAFF ERIC Hagerman National Sales Manager Tel 216-409-3246 ehagerman@hvacrbusiness.com TERRY Tanker Publisher Tel 440-731-8600 ttanker@hvacrbusiness.com

HVACR Business, founded January 1981, is a monthly national trade magazine serving contractors, mechanical engineers, manufacturers, manufacturer representatives, wholesalers, distributors, trade associations, and others in the heating, ventilating, air conditioning and refrigeration (HVACR) industry primarily in the U.S. The editorial focus and mission of HVACR Business is to provide business owners and managers with the very best business management concepts available. Critical topics covered include leadership, management, strategy, finance, sales, marketing, training, education, staffing, operations, human resources, legal issues, customer service and more. We are dedicated to helping contractors master these key management skills and provide them with the resources necessary to build strong, profitable companies. Every effort is made to provide accurate information, however, the publisher assumes no responsibility for accuracy of submitted advertising and editorial information. Copyright©2022 by JFT Properties LLC. No part of this publication may be reproduced or retransmitted in any form or by any means, including, but not limited to, electronic, mechanical, photocopying, recording or any information storage retrieval system, without the prior written permission of the publisher. Unauthorized copying may subject violators to criminal penalties as well as liabilities for substantial monetary damages up to $100,000 per infringement, costs and attorneys’ fees. This publication should not be utilized as a substitute for professional advice in specific situations. If legal, medical, accounting, financial, consulting, coaching or other professional advice is required, the services of the appropriate professional should be sought. Neither the authors nor the publisher may be held liable in any way for any interpretation or use of the information in this publication. The authors will make recommendations for solutions for you to explore. Any recommendation is always based on the authors’ research and experience. The information contained herein is accurate to the best of the publisher’s and authors’ knowledge; however, the publisher and authors can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. Subscription Rates: Free and controlled circulation to qualified subscribers. Non-qualified persons may subscribe at the following rates: U.S. and possessions: 1 year $48; 2 years $75; 3 years $96; Canadian and foreign, 1-year $108 U.S. funds only. Single copies $8. Subscriptions are prepaid, and check or money orders only. Subscriber Services: To order a subscription or change your address, write to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 or call (440) 731-8600; or visit our Web site at www.hvacrbusiness.com. For questions regarding your subscription, please contact bkerr@hvacrbusiness.com. HVACR Business (ISSN 2153-2877) Copyright ©2022 is published monthly by JFT Properties LLC,31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. (USPS 025-431) POSTMASTER: Send address changes to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039.

31674 Center Ridge Road, Suite 104 North Ridgeville, OH 44039 Tel: (440) 731-8600 Web site: www.hvacrbusiness.com (ISSN: 2153-2877) www.hvacrbusiness.comwww.hvacrbusiness.comwww.HVACRBUSINESS.comwww.hvacrbusiness.com

BY TERRY TANKER PUBLISHER’S PAGE

Awell-designed marketing strategy is a key component of driving short- and long-term revenue and growth. Here are 10 critical questions your management team can use to build highly effective communications between your company, your customers, and your prospects. 1. Who is the consumer of our products and services?

While this seems like a simple question, the answer is anything but. Customers fall into income groups, male or female, housing value (low, medium, or high), age categories, commercial categories, titles, ethnicity, etc.

What’s important is to gather as much information as possible about who will buy your products and services and why. All will have different reasons and rationale for buying. 2. How do our products and services fit the group(s) we’ve identified? What do they do for customers/ prospects (in their eyes)? How is your product/service different from your competitors’? How do customers/ prospects perceive differences in the products and services in the marketplace? 3. How do our major competitors communicate to customers/prospects? Do your programs compete for time and attention? (Think about this not just with

HVACR, but also with the entire home-investment marketplace.) It’s important to know what you are competing against if you want to have the upper hand in communications. Also, evaluate the competition for strengths and weaknesses. It’s logical to exploit their vulnerability. 4. What information will make customers/prospects believe in the benefits of our products and services?

Most importantly, do you understand enough about the customers’ needs and expectations to put together this type of information? 5. Does our company have a personality or a brand that separates us from competitors? Can you use your brand to further define your products and services and to add value to the selling proposition? 6. What do we want the customer/prospect to do when they see, hear, or read our marketing message?

This is a critical question for moving a potential buyer’s behavior along to the eventual sale. Do you want them to request a brochure; call for

A successful marketing an appointment; or possibly come to an open house to see communications strategy is no your showroom and a product different than any other part of demonstration? 7. Have we established meayour business operation — you surements whenever and get out what you put in. wherever possible for our program? Marketers who complain they can’t document the ROI on their marketing communication plan fall into two categories: Too lazy and way too lazy. For every marketing program you can think of, there are ways to measure it. If you follow the guideline in No. 6, you will have a potential measurement for the message or the medium. If you don’t get the behavior you’re looking for, modify or change the message — and do it until you see the result you are after. 8. Have we done enough research on our existing customers? Use every means possible to gain feedback. Ask a question or two from every caller, conduct website inquiries, and use your customer service call center. Keep track of the questions and the answers and use them to tweak the communications. List the types of research you will need in the future to enhance the effectiveness of your program. 9. Have we established a database of customers/ prospects? Populate it with critical buying information for specific targeting programs, such as spring or fall tuneups, specials on accessories, IAQ issues, duct cleaning etc. Use all of your resources (phone, in-person calls, mailings and more) to collect this critical data. 10.Do we know enough about social media? To be competitive you not only need a great website but a social media presence as well. To be effective, and to be competitive, you will have to both understand and use a multitude of platforms. We’ve written extensively on the subject, and articles are available for review in our archive at www.hvacrbusiness.com. A successful marketing communications strategy is no different than any other part of your business operation — you get out what you put in. As the leader of your organization, you have to know what you are communicating to the marketplace, how you are communicating it, and how you are analyzing the results. u