• Contractingbusiness 3637 Ron2016back Copy
    Contractingbusiness 3637 Ron2016back Copy
    Contractingbusiness 3637 Ron2016back Copy
    Contractingbusiness 3637 Ron2016back Copy
    Contractingbusiness 3637 Ron2016back Copy

    8 Short Excerpts From Ron Smith’s New Book

    March 18, 2016
    Thousands of contractors have read and benefited from Ron Smith’s book, “HVAC Spells Wealth.” Now, Ron has introduced a sequel, “’More & New’ HVAC Spells Wealth.” With Ron’s permission, here are eight short excerpts.

    Thousands of contractors have read and benefited from Ron Smith’s book, “HVAC Spells Wealth.” Now, Ron has introduced a sequel, “’More & New’ HVAC Spells Wealth.” With Ron’s permission, here are eight short excerpts.


    On processes…

    Without processes your company’s revenues, profits, efficiency, customer relations, coworker recruiting, training, material handling and coworker retention suffer. The coworker retention problem often can be attributed to coworker frustration because they believe the company doesn’t have a consistent approach to they are supposed, and trying, to accomplish.

    Lack of processes is why I can make the bold statement that with over 60% of the contracting companies in our industry during one of my on-site two day consulting/coaching visits I can improve productivity 15% to 20% or more. Increased productivity results in significantly improved profits and less required coworkers.


    On brands…

    For your company the equipment manufacturer is not your brand. Your installed heating and air conditioning system should be unique to your company. Another heating and air conditioning contractor can certainly have the same manufacturer’s equipment but they do not have your system. Your unique installed system should not be available from any other company.


    On vehicles…

    The “most cost effective marketing your company has is the appearance of its vehicles.” You have already made a significant investment in the purchase of a vehicle along with the bins, ladder racks, inventory, communication equipment and other items. Why not think of it as a traveling billboard? Have you ever thought how many people might see just one of your trucks in a day’s time? Now how many trucks do you have? That’s how many impressions your company can make in a single day. These impressions could be very good, mediocre, or bad.

    When people see a dirty, unattractive and sloppy truck they associate it with dirty, unattractive, and sloppy work. On the contrary when they see a clean, attractive and orderly truck they associate it with clean, attractive and professional work. It’s all about the cleanliness and overall appearance of your vehicles. I hope you take this seriously. It is extremely important that you do so.


    On “Show and Tell” products…

    For several years I’ve recommended that there are certain products in a contractor’s portfolio of products and services that should be stocked on the technicians’ trucks and considered “Show and Tell” products. The term means that while a technician is at a customer’s home he or she can show one of the products to the customer and let them examine it while the tech goes about their work. After the work is completed the technician then answers any questions the customer might have about the products and hopefully closes a sale.


    On direct mail…

    I’m still a fan of direct mail and I always encourage my clients to use it. However, it is apparent that in direct mail we are seeing fewer letters being mailed. They are being replaced with cards. Although we have used cards for a long while there are a lot more of them being mailed now than in past years. I like the 6 ¼” X 9” (or similar size) four color cards with a bold attention getting message on the front side and all of the information needed for a prospect to take action on the back size with the recipient’s address.

    Why fewer letters and more cards? It simply takes longer for a customer or prospective customer to open an envelope and read the letter than it does to quickly look at a card. In fact, in many instances the letters are not even opened but discarded. With an attractive card they get the message very quickly. And if they do not take action and just throw it away you have within seconds made an impression. Hopefully, it was a positive impression.

    Remember, building a share of mind as well as a brand in your market area is all about making impressions and building presence. Direct mail fits this principle very well.


    On spiffs…

    Contrary to what many contractors do I paid a $40 spiff to the co-workers whether or not the lead resulted in a sale. If we were able to make a sales presentation the coworker had done their job by furnishing the lead. They, in fact could not control whether or not the comfort consultant closed the sale. Most contractors pay the coworkers a spiff only if the lead results in a sale.- I believe that is a mistake and it results in the company getting less leads than are available.


    On influential books…

    Not long ago while I was moderating a conference phone call of a group of several successful HVAC contractors we all shared what books we had or are having an influence on our career as well as our life.

    When it was my turn to share my list I intentionally kept it short:

    In Search of Excellence Bob Peterman/Bob Waterman

    Think and Grow Rich Napoleon Hill

    The E Myth Michael Gerber

    Several books by Jim Rohn

    The Art of Power John Meacham

    Undaunted Courage Stephen E. Ambrose

    The Next 100 Years George Friedman

    The Book of Proverbs King Solomon


    On leadership…

    Keep in mind that the boss and other leaders set the tone of the complete company. What he or she says and how it is said, what he or she does and how it is done, what he or she clearly believes in, how he or she dresses and most importantly their behavior results in the actions of others.

    Most owners and leaders do not recognize that other coworkers are watching them, listening to them, and clearly influenced by them. Often the coworkers to an extent actually emulate the owner and other leaders.


    Bottom Line

    For contractors, any book written by Ron Smith is worth reading. This is no exception. However, it should be read after reading “HVAC Spells Wealth.” You can purchase both books at RonSmithHVAC.com.

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    For a FREE copy of either “HVAC Spells Wealth” or “’More & New’ HVAC Spells Wealth,” call 877.262.3341, join the Service Roundtable for the low monthly price of $50. When you call, ask for the Success Team and simply say you want the Ron Smith special.