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Workshop Course Outline

HVAC BUSINESS BOOST WORKSHOP

“Boost Your Business: Finding Success in the Customer Experience" aims to empower dealer and distributor partners through comprehensive education, strategic cross-promotion, and lead generation. Our goal is to support contractors, especially smaller dealers, by providing the knowledge and tools needed to enhance their customer experience, ultimately driving business growth and increasing sales. Through targeted training and incentives, we strive to elevate small dealers to the next level, ensuring their success and sustainability in a competitive market.

By collaborating with industry-leading partners, our objective is to boost small contractors by providing them with the tools and traction necessary for achieving the next level of growth. We aim to enhance their marketing, pricing, and customer experience strategies.

Session I

Topic: Will Laws and Regulations Help Your Business?

This fast-paced, informal session will consider some of the landscape of regulatory and legislative actions that may offer significant opportunities in the P-H-C market. Learn what tax incentives and IRA programs are being offered now and what more is to come. Hear what is going on with the change to A2L refrigerants and what happens with existing inventory after January 1. We will consider the world of furnaces and water heaters and where those markets are going. Don’t forget to bring your questions, let’s try to get the answers to your concerns for this industry.

Key Takeaways:

  • A2L Refrigerant Update: Safety Protocols, Industry Readiness, and Timelines for Adoption.
  • Status on IRA Application for Heat Pump Incentives
  • 80% Furnace Rule: Set to Take Effect in 2028.
  • 2025 Industry Expectations

Navigating the Regulatory Rapids: Uncovering Opportunities in the P-H-C Industry

Mastering Online Marketing: Strategic Hunting, Trapping, and Building Community Engagement for Web Success

Session II

Topic: Optimizing Your Web Presence: Key Strategies for Effective Online Marketing and Community Engagement

In this session, we will explore the two primary approaches for web visibility: hunting (actively seeking out opportunities) and trapping (setting up conditions to attract opportunities). We'll break down the components of a Google search result, including ads (SEM), GLS map packs, and organic results, and examine how geographic factors and user data influence these outcomes. Participants will learn how Google evaluates websites based on content quality, functionality, and external ranking factors like links and citations.

Key Takeaways:

  • Hunting vs. Trapping: Hunting involves actively searching for information, while trapping attracts users through strategic content placement.
  • Google Search Results: Consists of the search bar, ads, map pack, organic results, rich snippets, "People Also Ask" section, and footer.
  • Ads (SEM) and GLS Map Pack: Paid ads provide immediate visibility, and the map pack shows local businesses, crucial for local SEO.
  • Geographic Impact on Web Search: Search results vary based on user location, affecting local SEO and geotargeting.
  • Organic Results and Ranking Factors: Non-paid search results influenced by content quality, backlinks, user engagement, and local citations.
  • Reviews and Referrals: The importance of customer reviews and referrals to your online presence.
  • Website Essentials: Google looks for content quality, relevance, technical SEO, user experience, and backlinks.
  • Functionality and User Data: Websites need intuitive design, easy navigation, responsive layout, and accessibility, while user data helps personalize and target ads.
  • Links, Citations, and Indexes: Inbound and outbound links, along with citations, improve SEO and credibility; indexes store web page information.
  • Marketing Mundane Products: Selling uninteresting products requires unique features, compelling stories, and creative strategies.
  • Consumer Decision Factors: Price, quality, convenience, brand reputation, reviews, and the preference for familiar brands influence decisions.
  • Community Engagement and Brand Importance: Building relationships through social media, community events, and collaborations increases loyalty, while strong branding builds trust and recognition.

Session III

Topic: Revolutionizing HVAC Sales: Enhancing Customer Experience through Digital Integration and Financing Solutions

In this session we will delve into the evolving landscape of customer experience in HVAC sales, highlighting the critical shift to online platforms. It explores what customers seek in a satisfactory service and sales experience, emphasizing the importance of ease of use and accessibility. The presentation will address the changing buying behaviors and the necessity of simplifying processes to enhance customer engagement. It will also examine the challenges in delivering optimal customer service and the integral role of financing in shaping the customer experience. Additionally, the session will cover different buyer types, the impact of financing options on business, and the strategic use of tiered pricing models. Finally, the unique features of the OPTIMUS solution and its implementation through OPTIMUS Online will be discussed, illustrating how it sets a business apart in the competitive HVAC market.

Key Takeaways:

  • The Customer Experience (in an HVAC Sale)
  • Everything is Online

    • What Customers are looking for in a good customer service/sales experience:

  • The way we buy is changing
  • Ease of use and availability are key to Make it easy!
  • Barriers to offering the right customer service experience
  • Financing in the customer experience
  • Understanding different types of buyers
  • How offering financing affects your business
  • Offering financing as/in Good/Better/Best pricing
  • The OPTIMUS solution “What makes us different”
  • Using OPTIMUS Online

Revolutionizing HVAC Sales: Elevating Customer Experience with Digital Integration and Smart Financing Solutions

Maximizing Profits and Customer Satisfaction: The Power of Menu Pricing in Contracting

Session IV

Topic: The Power of Menu Option Pricing to Enhance the Customer Experience and Your Average Ticket

What is the power of the menu? None of us are strangers to shopping from menus…at the diner, the carwash, fast food restaurants…we all know the power of the menu or the power of having options. At The New Flat Rate (TNFR) we eat, sleep and breathe menus. We’ve tested pricing methods all across the country for 20 years and we want to share the three strategies that are helping contractors price confidently while maximizing opportunities on service repair and equipment replacement jobs.

Key Takeaways:

  • Understanding the Psychology of Menus: Discuss how familiar experiences with menus in everyday scenarios like dining and shopping can be leveraged in contracting to enhance customer satisfaction and decision-making ease.
  • Introduction to Menu Pricing in Contracting: Explain the concept of menu pricing within the contracting industry and how it simplifies the pricing structure for both contractors and clients.

    • Three Core Strategies for Effective Menu Pricing:

  • Strategy 1: Optimized Pricing Structures: Detail how testing different pricing structures across various markets has led to the development of optimized menus that increase profitability.
  • Strategy 2: Enhancing Customer Experience through Choices: Illustrate how offering multiple options empowers customers, boosts their confidence in decision-making, and increases their likelihood of higher spending.
  • Strategy 3: Implementing and Adapting Menu Pricing: Share actionable insights on how contractors can implement these menu pricing strategies effectively and make adjustments based on real- world feedback and results.
  • Real-World Impact and Success Stories: Provide examples and case studies from 20 years of experience to show how menu pricing has positively transformed business operations and outcomes for contractors nationwide.
  • Future Trends in Menu Pricing: Discuss upcoming trends and potential innovations in menu pricing that could further revolutionize the contracting industry.