We have been featuring leading HVACR distributors in a Spotlight series over the past few months, and I sat down to do an update on the Johnstone Supply Orion Group (JSOG) story. I’ve been a fan of what JSOG is doing as an organization with their strategic vision and the focus they have on helping their end customers grow and thrive.
JSOG’s goal is to continue “Our Journey to be a Category of One, supporting HVAC professionals by making it Easy to do Business.”
I like that quote from Ryan Kalmbach JSOG leader, as it succinctly states a goal of helping their customers by making it easy to do business. I think that the goal of being the “Staples easy button” for HVACR customers is a simple and highly effective message, that they can tie to their initiatives.
Talking about how you want to become a “Category of One” and manically serving your end customers is one thing, but many channel leaders and companies do not back that talk up with action. There are many ways to walk the talk, and I wanted to highlight one key program that JSOG is doing to “put their money where their mouth is.”
Walking the Talk with JSOG Training
The training that JSOG offers their end customers covers all the bases:
- Comprehensive Hands-On Training at their Training Center
- Course Certification Training (On Demand and In Person) and
- How to Videos (Self-Service Training).
I view training as one of the best relationship and loyalty building programs that a distributor can invest in. I view training as crucial when done right to build real meaningful relationships and business value.
My rules for training are pretty simple – not all training is equal, and timing is everything.
First Impression Training – Is well…. Everything. When an end customer hires a new associate, getting to them with training should be your teams top-priority. That first impression time is a short window and getting that new associate in every training program you have is supports relationship building for life.
I’ll share a personal story. When I got into the electrical channel – Klein Tools and Brady provided me with my first training programs, right when I started. I still have all their tools and labelers, and I will not buy another brand and highly recommend them. I know that there are other brands that they compete with that presumably are the same quality, but they gave me such great “First Impression” training that I have an emotional attachment to those brands.
JSOG has on their website their HVAC Training Center | Johnstone Supply that showcases many “First Impression Training Programs” like an EPA 608 Core and Type II training and testing course (90+ Certified). I find it interesting that our son is taking that same course right now as he started working for a HVACR contractor recently. That is also one of his “first impression” training opportunities and I think whatever distributor he is taking it with he will remember and likely do a lot of business with over time. JSOG has many First Impression Training programs they provide to their end customers where they are teaching their end customers…how to fish.
Certification Training – Filling the ongoing NATE certification and technical training needs
JSOG has a full basket of Certification Training for their contractors that earn NATE hours. I just started writing down some of their training titles: Intro to Heat Pumps, Brazing the Right Way, Electrical 101, Maintenance, Ultra Lo Nox Service and Install….and a list of other programs that goes on and on.
This is walking the talk and commitment. I have no idea what the private training they are doing in Sacramento and Fresno CA that is shown above is, but I will bet that it is well thought out and designed to meet the needs of end customers who are participating.
Self Service Training –
This is an area where JSOG is leading the pack with Self- Service On-Demand Training (as compared to many HVACR distributors). The team does the videos and programs themselves and makes them unique to JSOG. I personally love the approach of using the JSOG team as talent as it creates a different type of relationship with end customers. When people watch someone on a video you get to know that person, and it makes an impression. It also highlights JSOG’s expertise.
For example: I watched a number of self-service how-to videos from Eric Dillon from the JSOG team and jotted down some notes on my impressions …. Very Knowledgeable and helpful…loves his job and the industry…. excellent technical training…. Killer beard (I wish I could grow a beard like that but don’t know if my wife would approve!). I have never met Eric, but I have a very positive impression of him as a true knowledgeable pro who could help me after watching the videos.
Unexpected Training Programs-
This is training and programs that are unexpected and stand out and have value to the end customer. I call this “I did not know you could help with that” support for end customers.
I view this type of training program, training, or commitment, to the end customer that goes beyond product, technical, and certification training. JSOG has a number of “Unexpected” training programs.
This program brings end customers together with Pinnacle Business Systems (an operating system for entrepreneurs) with in person support and training.
Key Takeaways for the HVACR Channel
The two big takeaways that jump out to me about the JSOG approach for channel leaders are:
- Are you covering all the bases with your training programs for your associates and end customers – The vision and time and effort JSOG is putting into their training programs from On-Demand to NATE certified training at their training center requires commitment, resources, and funding. They walk the talk. As a channel leader I find it is easy to get stale with training with your team and end customers. I have been part of what has to be 100+ Lunch and Learns over the years. Too often over some cold pizza we often just went through the motions. Too many times…I think training can be just “check the box”, versus really viewing it as a crucial opportunity to make a difference for your associates and end customers.
- The focus of their business starts with the customer – The JSOG quote of being on a “Journey to be a Category of One, supporting HVAC professionals by making it Easy to do Business.” starts with truly investing in their customers businesses. Does JSOG’s training approach make it easy for customers do business with them? Advanced In Person Certification – Box Checked. On Demand Training – Box Checked. Unique Training Programs – Box Checked….and so on. Their training is easy to use and access about anyway their customers want from anywhere
I would recommend you follow Ryan Kalmbach and the Johnstone Orion Group team as it is apparent they have a strategy, vision and a maniacal focus on helping their end customers.
What are you doing for your HVACR channel business as manufacturer, rep or distributor to try to do the same?
As always, we appreciate your comments and suggestions. jgunderson@channelmkt.com
