For many small to mid-sized HVAC distributors, marketing has been an after-thought. Something to support sales. It’s understandable given the business started with salespeople and, for a business to succeed, orders need to be quoted, captured, and processed. That’s the role of sales. But, for companies to grow, it takes having a strategy and creating awareness so that … [Read more...] about Is Your Marketing a QSR or Fine Dining?
Sales & Marketing
Why are Salespeople Profit Adverse?
Having worked with many distributors over the years, one observation about many distributor salespeople are that they are customer pleasers. Most are profit adverse. Sure, many are on commission. And many of those commission plans are built around a percent of gross margin but, as soon as a customer hints that they want to negotiate, salespeople are willing to lower the … [Read more...] about Why are Salespeople Profit Adverse?
Better HVACR Sales through Better Sales Coaching
Field level sales management is one of the most challenging roles in the industry, and, in many cases, one of the least effective roles in distributors. Why you ask? Because the people who are placed in these roles typically are: Top producing salespeople who have their process and think others should adopt “their way”. They come into the role with no sales … [Read more...] about Better HVACR Sales through Better Sales Coaching
Recession? 10 Tips to Help HVACR Distributors Avoid One
You may remember the phrase “it was the best of times; it was the worst of times.” Well, the past two years have had both. And, for that matter, this year for many may encompass both with strong sales in the first half of the year and the rate of growth slowing significantly the second half … especially if you factor out price increases. It is leading to the question, "Is a … [Read more...] about Recession? 10 Tips to Help HVACR Distributors Avoid One
10 Ways to Thrive In 2023’s Recession
The markets up, the markets down. You listen to economists and you hear about recession and will the Fed raise rates or hold. Large technology firms are laying people off by the thousands but HVAC distributors and manufacturers cannot find people. Product supply chains have gotten better but then you hear of the sporadic issues. So, while the media and economic tea leaves … [Read more...] about 10 Ways to Thrive In 2023’s Recession
Are Rebates Like Drugs?
Yes, I know the headline is provocative, however, the goal was to get your attention. The “drug” I’m talking about has been around for almost 60 years in the HVAC/R industry. It’s rebates. Rebates went “mainstream” for distributors in the 1960’s. In the electrical industry the first marketing group (then called a buying group) was formed. The genesis of that organization is … [Read more...] about Are Rebates Like Drugs?
What’s Your Sales Model of The Future?
As we transition from the pandemic many wonder about “the future of sales”, meaning, “what will the sales process (sales model) look like in the future” and, essentially, “what is the role of / for outside salespeople?” In reality, this question was asked pre-pandemic as management lamented that sales wasn’t being as productive as they desired. Companies are always seeking to … [Read more...] about What’s Your Sales Model of The Future?
