BY RON SMITH
How Do YOU Define Success?
’m often asked, after all of these years, this question by a contractor or a group of contractors: “What does my company need to do to be successful?” I learned many years ago that its important to know as much as I can about my audience, regardless of whether it is only one person or a large group of people, before I answer this question. For example: Are these smaller and newer contractors? Are they midsize contractors with a few years of experience? Are they large and highly successful
Regardless of the size and years of experience, there is certain information that is appropriate for all contractors when defining success. contractors that have been in business for several years? If I know my audience, I can tailor not only the answer to the question posed to me, but also to my presentation. Regardless of the size and years of
experience, however, there is certain information that is appropriate for all contractors, such as: Recognizing that there is a worker shortage. Are you diligent in your hiring decisions? Better hiring decisions result in less expensive de-hiring decisions. Do you have an ongoing training program for all coworkers?
STATEMENT OF OWNERSHIP, MANAGEMENT AND CIRCULATION (Requestor Publications Only) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15.
Publication Title: HVACR Business Publication Number: 25431 Filing Date: 10/1/2019 Issue Frequency: Monthly Number of Issues Published Annually: 12 Annual Subscription Price: Free to Qualified Complete Mailing Address of Known Office of Publication (Not Printer): JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039; Contact Person: Barbara Kerr Telephone: 440-731-8600 Complete Mailing Address of Headquarters or General Business Office of Publisher (Not Printer) JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor Publisher: Terry Tanker, JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039; Editor: Pete Grasso, JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039; Managing Editor: N/A Owner – Full name and complete mailing address: JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of bonds, Mortgages, or Other Securities: None Tax Status (For completion by nonprofit organizations authorized to mail at nonprofit rates) (Check one) The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes: N/A Average No. Copies No. Copies of Single Publication Title: HVACR Business Each Issue During Issue Published Nearest to Issue Date for Circulation Data Below: September 2019 Proceeding 12 months Filing Date Extent and Nature of Circulation a. Total Number of Copies (Net Press Run) 27606 28213 b. Legitimate Paid and/or Requested Distributor (By Mail and Outside the Mail) (1) Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541 (Include direct 24287 23176 written request from recipients, telemarketing and Internet requests from recipient, paid subscriptions including nominal rate subscriptions, employer requests, advertiser’s proof copies, and exchange copies.) (2) In-County Paid/Requested Mail Subscriptions stated on PS From 3541 (Include direct written 0 0 request from recipient, telemarketing and Internet requests from recipient, paid subscriptions including nominal rate subscriptions, employer requests, advertiser’s proof copies, and exchange copies) 0 0 (3) Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other paid or Requested Distribution Outside USPS 0 0 (4) Requested Copies Distributed by Other Mail Classes Through the USPS (e.g. First-Class Mail) c. Total Paid and/or Requested Circulation (Sum of 15b (1), (2), (3), and (4) 24287 23176 d. Nonrequested Distribution (by Mail and Outside the Mail) (1) Outside County Nonrequested Copies Stated on PS Form 3541 (include Sample copies, 3191 4931 Requests Over 3 years old, Requests induced by a Premium, Bulk Sales and Requests including Association Requests, Names obtained from Business Directories, Lists, and other sources). 0 0 (2) In-County Nonrequested Copies Stated on PS Form 3541 (include Sample copies, Requests
Over 3 years old, Requests induced by a Premium, Bulk Sales and Requests including Association Requests, Names obtained from Business Directories, Lists, and other sources). (3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (e.g. First-Class mail, Nonrequestor Copies mailed in excess of 10% Limit mailed at Standard Mail or Package Services Rates) (4) Nonrequested Copies Distributed Outside the Mail (Include Pickup Stands, Trade Shows, Showrooms and Other Sources) e. Total Nonrequested Distribution (Sum of 15d (1), (2), and (3) f. Total Distribution (Sum of 15c and e) g. Copies not Distributed h. Total (Sum of 15f and g) i. Percent Paid and/or Requested Circulation 16. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the October 2019 issue of this publication. 17. Signature and Title of Editor, Publisher, Business Manager or Owner Terrence Tanker, Publisher 10/1/2019
3191 27478 108 27586 88%
4931 28107 105 28212 82%
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HVACR BUSINESS OCTOBER 2019
Does everyone in your company realize that regardless of their position they are also in sales? There are three ways every employee can contribute to sales: 1. Actually make sales and you will provide them the information and training to do so. 2. Furnish sales leads so other coworkers can make the presentations. 3. Say positive things about your company out in the community. Are you continually developing processes and then training the coworkers on how to use them? Having processes in place results in everybody doing certain things in the same way. The very first process might be how you answer the company phone. Using football as an analogy — first learn how to block and tackle. There is nothing wrong with “three yards and a cloud of dust.” We can throw long forward passes later. Remember that when you throw a long forward pass, three things can happen and two of them are not good. Do you make it a point to recognize coworkers when they do things well?
Do you practice MBWA? “Management by walking around” is very effective. Do not be a lone wolf. Join a contractor alliance (the very best is Service Roundtable which has tons of archived information, is always on top of the industry and is very affordable). Join a local community civic club such as Rotary, Kiwanis or Lions. In most cases the clubs meet once weekly for either breakfast or lunch. Be a regular attender and form relationships. It will result in sales. And don’t forget about your guerrilla marketing tactics: • Company business cards for all coworkers (remember, your coworkers should always give the recipient two cards). • Door hangers (the three houses across the street and the two houses next door). • Lawn or yard signs. • Stickers on competed jobs on the outdoor unit, indoor unit or furnace and electrical panel. • Thermostats with your company name and phone number. • And, this is very important: The most cost effective form of marketing is the condition and appearance of your vehicles. They are traveling billboards. Look at your trucks every day. u
Ron Smith is a well-known authority in the HVACR business with more than 50 years of experience as a contractor, franchisor, consolidator, and consultant. He is the author of HVAC Spells Wealth, More and New HVAC Spells Wealth and HVAC Light Commercial Service Agreements. Contact Ron at 615-791-8474 or visit ronsmithhvac.com.