Have You Found Your 'Hidden Cash'?

June 2, 2014
The dash to find "hidden cash" in California begs the question for HVACR contractors: are you finding the "hidden cash" that can be yours by improved service?
One of the funniest movies ever made was "It's a Mad, Mad, Mad, Mad World." This 1963 comedy classic featured a dozen of the leading comics of the time, including Sid Ceasar, Jonathan Winters, Ethel Merman, and Milton Berle. Director Stanley Kramer also worked in cameo appearances from some older comedy champs, like Buster Keaton and The Three Stooges. The film was a blockbuster, and won an Academy Award and two Golden Globe awards.
The "Big W," in plain site.

The plot involves a mad dash across California by a dozen greedy, wayward twits, to find $350,000 in cash buried beneath a "big W" in a park. Thief Jimmy Durante tells about the stash before he "kicks the bucket," twice. As they bumble along trying to find the W, each treasure hunter acts as if he's willing to share, but deep down, each wants to grab it all. If you haven't seen it, rent it or buy it soon.

This movie came to mind when I heard of the mad, mad dash for hidden cash that's currently taking place in the Golden State. An anonymous benefactor has been stashing wads of $80, $100 dollars or more in areas around California, and leaving clues to the money's wearabouts on Twitter, at @HiddenCash, which

has more than 400,000 followers.

Some copycats have of course gotten into it the act in Chicago, but that was bound to happen.

Here's my tie-in to your HVAC business: are you doing all you can to find the "hidden cash" that could be yours, if you would only provide more needed services to your customers? These aren't sneaky add-ons, but rather they're services your customers need, but haven't considered, only because you've never mentioned them. They include duct cleaning, blower door testing, insulation, overall home performance services, to say nothing of replacing old and inefficient air conditioners and furnace systems. There's also the hidden cash that your technicians can find by talking to customers about their comfort needs and concerns on every visit, not just doing a clean and check and leaving, and in the way you market your company to existing and potential customers. publishes articles about these services every day. Here's what's currently hot:
Service Roundtable's Matt Michel's article on 12 Features of a Winning Company Brochure and 14 Ways to Make More Money This Season.
• Charlie "Tec Daddy" Greer, on Eight Rules for Technician Selling.
• Rob "Doc" Falke of National Comfort Institute, on What Can You do to Improve HVAC System Performance?
• Earl King writes about Selling Benefits, not Features.
• Andy Fracica reminds you to take a good look at your website, and fix it if needed.
• Mike Moore says you have to remember the basics during the busy season.

The cash may be hidden, but it can be earned, in exchange for honest, needed services to improve home and building comfort.

Best of all, after serving customers better is, your business gets all the cash!

What are you doing to improve service and find "hidden cash"? Let me know below when you "got a minute."