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The Best Attitude for Business

Oct. 5, 2022
It's the attitude that forces a business owner to focus ON the business and its many paths to profitability. Consultant Ron Collier, Ph.D. shows the way in his new book.

Turning around “bad attitudes” has long been a popular theme in TV and film. Settings for these conflicts can be found in military boot camps, offices, high schools dramas or any number of action movies, where a team is on a life-and-death mission, and one bad apple just doesn’t want to get along. Eventually, the rebel comes around, and might even give his life for the good of the team.

Bad attitudes are not just the stuff of movies, and chances are you know of just such a person, who wouldn't commit to a project, only to become a
great contributor in due time.

Business owners can and probably too often choose to hold on to a different kind of "bad" attitude, one that says they can operate a business successfully by being an entrepreneur, manager and technician all in one. But the "profit attitude" described by Ron Collier, Ph.D., can change all that, once the business owner commits to focusing on the business rather than working in the business.

Profit is an Attitude pulls no punches in its description of the time, effort and concentration required to run a successful business of any size. 

"You must give up some control in order to grow your business," Collier writes, quoting the e-myth of Michael Gerber: It's when a person excels in a particular area of expertise and thinks, therefore, that he or she could run a successful business that does that work."

Profit is an Attitude: the Strategies You Need to Optimize Profits is a new book for HVAC and plumbing dealers and territory managers by Ron Collier, Ph.D., an author, keynote speaker, business management and sales consultant and entrepreneur, who has been helping turn businesses around since 1984,
including many HVAC and plumbing businesses. "If you're working more than 40 hours per week and have less time to spend with your family and friends than you did when you were employed elsewhere, this book is for you," Collier writes. "My new book will teach dealers how to make money in the contracting industry. I share my insights from my 37 years of consulting and over 6,000 clients." 

In  Profit is an Attitude: The Strategies You Need to Optimize Profits, Collier takes the business owner (or prospective business owner) along the path to ensure profitability in a business. He begins with the need for a solid financial footing, a marketing plan and a sales strategy. Profit is an Attitude is helpful to a business planner in the many details Collier provides as essential to laying a firm foundation, from business management software, to finding an accountant, to understanding a basic profit & loss statement.

Collier explains all of the prime operating expenses and  business planning steps, as well as the need to make sufficient profit to make it all worthwhile. Topics include an understanding of working capital, return on investment, short-term ratios, an explanation of accounts receivables, return on equity, and pricing for profit, Collier's favorite topic.

"Most business owners start a business by not understanding pricing and go bankrupt by not understanding pricing. I want to change that," he writes. The chapter on pricing for profit is exhaustive in its analysis of pricing strategies that cover the cost of goods sold, cash flow, variable and fixed overhead, and how to ensure a great profit for the bottom line. Collier writes: "Pricing is probably the number one key to profitability and should never be taken lightly. If your products are priced so that you can make money and the price is favorable with the market, you'll have a solid business if you can keep the money you earn."

Profit is an Attitude pulls no punches in its description of the time, effort and concentration required to run a successful business of any size. Topics beyond pricing include advertising, determining employee benefits, salary structure, controlling costs, marketing, hiring, lead generation and overall  business organization.

By closely following Ron Collier's business principles, your best HVAC business "attitudes" will be profit and success.

Profit is an Attitude can be ordered at

About the Author

Terry McIver | Content Director - CB

A career publishing professional, Terence 'Terry' McIver has served three diverse industry publications in varying degrees of responsibility since 1987, and worked in marketing communications for a major U.S. corporation.He joined the staff of Contracting Business magazine in April 2005.

As director of content for Contracting Business, he produces daily content and feature articles for CB's 38,000 print subscribers and many more Internet visitors. He has written hundreds, if not two or three, pieces of news, features and contractor profile articles for CB's audience of quality HVACR contractors. He can also be found covering HVACR industry events or visiting with manufacturers and contractors. He also has significant experience in trade show planning.