System Selling Sales Bytes®: Electronically-delivered “byte”-sized bits of information to help
sales people create more satisfaction and success for their customers, their companies,
and themselves.

• HVAC Spells Wealth: You Deserve a 25% Net Profit by Ron Smith
• Loyalty or Partnership? by Ruth King
• Brand You - Part Three by Matt Michel
• The First Impression by Patrick Carr
• Marketing on the Web by Gary Walker
• Service Roundtable "Oldest Appliance Contest Guide F*R*E*E  
• System Selling Lead Generation Marketing Tips by Tom Piscitelli
• Special Offer for Tom Piscitelli’s Clients from Service Roundtable: Half Off!

 Welcome 
by Tom Piscitelli

The Recession is Over

It must be. In the past two weeks I haven’t had a single person tell me that they aren’t doing okay. One guy hit $1.2M through November and still going strong. Another sold two jobs on Wednesday, one for $17,000 and another for $7,000. Another is in his 5th month in a start up business (start up in this economy!) and his company of 9 persons is already profitable (okay…he’s good…his close rate is at 80%. Hint: Read Patrick Carr’s articles…all of them).

What’s going on? It’s apparent to me that they’ve chosen to not participate. I mean not participate in “recession thinking”. Sure, a lot of people are out of work, many businesses are suffering, the country’s immediate economic future is in doubt…it’s ugly. But does that mean that every homeowner won’t buy or doesn’t have money or only wants the cheapest solution. No way.

Those who will do well in good times and tough times have a positive outlook. They still approach every customer as a buyer and still believe they will buy from them. They consistently execute on the fundamentals. And they are creative.

Try this out:

In the Best-Better-Good CHOICES that you offer, use the term “value” when describing the packages: Best Value, Better Value, Good Value. If you like other package names, such as Platinum, Gold and Silver, then use the word “value” when describing them. Take time to figure out how to position the middle system as the greatest value or bang-for-the-buck solution. Depending on your market area this might include:

• 80% Variable Speed furnace
• 14 SEER 410A AC
• Excellent quality media filter
• UV on the coil if in a humid area or UV airstream if not
• Upgraded “thermostat” like a VisionPro or Infinity/Evolution
• Duct Cleaning
• Replacement registers if needed
• 5 year 100% Parts and Labor Warranty
• 2 year Service Agreement

Okay…the low-price “customer” won’t bite on this but they aren’t your desired life-time client type anyway. This sort of bundled system is an example of a great value that addresses saving money, improved health, quieter, more comfort and peace of mind. Try it…I am certain your customers will at least consider it. And if they normally might have gone with your top-of-the-line system this just might be a solution they are happy on “settling” with in today’s nebulous times.

Good Selling!

Tom

Announcing the System Selling In-Home Sales Call DVD, CD and 150 page Self-Study Workbook

The System Selling with T.R.U.S.T. In Home Selling DVD and workbook by Tom Piscitelli is truly a one-of-a-kind, valuable tool that every HVAC Contractor MUST have. This innovative tool will not only hone the skills of the most savvy retail selling contractor, it will help train anyone in their company to sell effectively in our competitive industry, with increased margins and that leads to increased profits! EVERY Contractor will see the benefits that this tool can bring to their business! - Natalie DeRousse - York/JCI

 System Selling™ Lead Generation Marketing Tips  

Lead Generation Ideas From System Selling seminar graduates…that work!

• Sponsor a holiday food drive and collect a can of food at sales calls plus you match with a cash donation. Advertise this.
 
• Set up a (temporary) information booth at the local mall. Offer raffle tickets for a free (your pick) and advertise that the proceeds go to a local charity. Use the customer raffle information as sales leads.

• Offer a local charity donation in the customer’s name for their purchase of a new system.

• Offer a Savings Bond as a closing incentive.

• NASCAR Fans: Sponsor a racecar!
 

 Service Roundtable "Oldest Appliance Contest Guide"  

One of the recommendations in my home show presentation is to run an oldest appliance contest (e.g., oldest furnace contest, oldest water heater contest, oldest air conditioner, etc.).

I’ve temporarily moved the Oldest Appliance Contest Guide to the Freebies section of the Service Roundtable. Whether you’re a member of not, you can download it now at https://www.serviceroundtable.com/freebies/default.asp.

Using this kit and his own enhancements, Service Roundtable member Juan Cardona achieved the following results:

• 2,500 people attended the show (eliminate exhibitors, combine couples and families into households, the number of prospects was probably no more than 1,000).

• Over 400 people stopped to look at Juan’s booth.

• Sixty people signed up for the oldest air conditioner contest.

• So far, Juan has visited 40 of the 60.

• Juan has made 12 sales, totaling $93,600 to date. He still following up.

• Juan spent $2,689 for booth space, performers, advertising, handouts, and artistic talent.

This will work for furnaces, air conditioners, water heaters, refrigerators, ovens, microwaves, televisions, computers, and any other appliance. For a limited time, download it for f*r*e*e.
 

 Articles by Tom 

READ TOM PISCITELLI'S SYSTEM SELLING WITH T.R.U.S.T.® ARTICLES THAT HAVE BEEN PUBLISHED IN HVACR Business Magazine.

Go to HVACR Business Magazine.

 Thank you! 

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