HVACR BUSINESS OCTOBER 2023

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FEATURES

6 From Training to Recruiting

Progressive training solutions are good for business and model a growth strategy for current employees.

By Julie Vena

8 Navigating The Busy Season with A Smart Strategy for Success

The busy season can sometimes lead to subpar service; Gee prepares your company to thrive instead!

By Jacob Gee

12 Is Your Home Service Company Ready to Expand?

Having a 5-year growth plan is good, but how do you determine if your company is ready to expand?

By Aaron Gaynor

14 What is Your Website Saying to Customers?

Is your website attracting or repelling leads? Don’t ignore the importance of well-built design and U/X.

By Colleen Keyworth

16 The Power of Cross-Training CSRs and Sales Reps

Dickinson explains why cross-training CSRS and sales reps is smart business.

By Brigham Dickinson

COLUMNS

18 How Your Employees’ Motivations Can Affect Your Business Planning

Employees’ happiness impacts your business. Motivate them with vesting plans, incentives, and more.

By Keven Prather

21 Do You Have a Signature Stamp?

King warns of the danger of using a signature stamp (in your absence) for checks and online payments.

By Ruth King

DEPARTMENTS

5 Publisher’s Page | Were All the World Looking Part 2: Man in the Mirror Series Part 2 in the popular Man in the Mirror series, the focus this month is on being honest with yourself.

Terry Tanker

4 MRS | Teamwork

We are back with six incredible choices – both podcasts and books – that directly focus on teamwork!

20 Product Focus

22 20 Questions with Tom Howard Owner of Lee’s Air Heating and Plumbing in Fresno, CA

TEAMWORK Management Resource Shelf

The word teamwork has been bandied about lately, especially in the current Zeitgeist which is uber-focused on company culture. Most business owners misunderstand the true meaning of the word, often confusing it for compliance or productivity. Teamwork encourages being collaborative and innovative while also honoring individual achievement and out-of-the-box thinking. In this month’s Management Resource Shelf, we have found three podcasts and three books that take the topic to the next level. And as a bonus, don’t miss HVAC Uncensored. Their July episode features our own Ruth King.

HVAC Uncensored

Hosted by Gil Cavey Jr.

The July episode in the link features our own Ruth King. Rated the #1 HVAC podcast, it is meant to help those in the trade industry be better at what they do. By giving business tips, technical advice, how to make more money, or bringing in more money from a guy who does exactly what you do. At the same time having fun or having a good laugh. Hearing what needs to be said Uncensored “Pun Intended”. HVAC Uncensored Podcast with Gil Cavey Jr. Don’t miss the next episode or else!

https://open.spotify.com/episode/5qsEUd1KNEYNhm8fDiwlE3

We’re All in This Together

Hosted by Mike Robbins

Leadership, teamwork, and company culture expert Mike Robbins shares his wisdom and insight, as well as interviews with interesting and influential business leaders, thought leaders, and change makers. Over the past 20 years, Mike has partnered with people, leaders, and teams within top organizations like Google, Wells Fargo, Microsoft, Schwab, the NBA, Genentech, eBay, the Oakland A’s, and many others. He gets real about his own experience and with his guests, so that you can learn the truth behind his and their stories, how they’ve overcome challenges, and specific tips about leadership, teamwork, culture, and life. www.Mike-Robbins.com

A Better Way The Teamwork Podcast

Hosted by Christian Napier and Spencer Horn

Hosts Spencer Horn and Christian Napier discuss how the landscape for teamwork has shifted. For many, these uncertain times provide an opportunity to push the reset button; question every “as-is” business practice; find new, innovative ways to collaborate; and build a foundation for a bright future. To find a better way.

https://teamwork.transistor.fm/episodes/ team-dynamics

Leaders Eat Last

By Simon Sinek

In his bestselling sophomore book, Leaders Eat Last, Simon takes us to the next level of understanding why some teams pull together and other organizations do not. Sinek details all the elements of the leadership challenge. For a company to be successful, its leaders need to understand the true purpose of their organization and use that purpose as a NorthStar not only in how they conduct themselves as a business but also in how they care for those in their charge.

https://www.amazon.com/ Leaders-Eat-Last-Together-Others/dp/1591848016

The Culture Code

By Daniel Coyle

From the New York Times bestselling author of The Talent Code

In The Culture Code, Daniel Coyle goes inside some of the world’s most successful organizations—including Pixar, the San Antonio Spurs, and the U.S. Navy’s SEAL Team Six—and reveals what makes them tick. He demystifies the culture-building process by identifying three key skills that generate cohesion and cooperation and explains how diverse groups learn to function with a single mind. Coyle offers specific strategies that trigger learning, spark collaboration, build trust, and drive positive change.

https://danielcoyle.com/the-culture-code/

Elevate Your Team: Empower Your Team to Reach Their Full Potential and Build A Business That Builds Leaders

By Robert Glazer

Glazer, a serial entrepreneur, awardwinning CEO, and #1 Wall Street Journal bestselling author, shares a framework of proven, actionable strategies that will help you up your game as a leader, help your team reach their full potential, and most importantly build the new generation of leaders from within your organization.

Every leader knows this delicate balancing act: to simultaneously generate better performance from your team, retain top talent, and build your organization’s leaders of tomorrow, without inducing burnout. This is the playbook for a results-oriented, learning-driven culture that elevates its people to meet the company’s ever-changing growth needs.

https://www.amazon.com/Elevate-Your-TeamIgnite-Reads/dp/1728238781

THE HVACR MANAGEMENT MAGAZINE

TERRY Tanker

Publisher ttanker@hvacrbusiness.com

HEATHER Langone Managing

Editor

hlangone@hvacrbusiness.com

MEGAN LaSalla Creative

Director

mlasalla@hvacrbusiness.com

BRUCE Sprague Circulation Manager bs200264@sbcglobal.net

BARBARA Kerr VP

Operations

bkerr@hvacrbusiness.com

BY TERRY TANKER

ADVERTISING STAFF TERRY

Tanker

Publisher Tel 440-731-8600 ttanker@hvacrbusiness.com

HVACR Business, founded January 1981, is a monthly national trade magazine serving contractors, mechanical engineers, manufacturers, manufacturer representatives, wholesalers, distributors, trade associations, and others in the heating, ventilating, air conditioning and refrigeration (HVACR) industry primarily in the U.S.

The editorial focus and mission of HVACR Business is to provide business owners and managers with the very best business management concepts available. Critical topics covered include leadership, management, strategy, finance, sales, marketing, training, education, staffing, operations, human resources, legal issues, customer service and more. We are dedicated to helping contractors master these key management skills and provide them with the resources necessary to build strong, profitable companies. Every effort is made to provide accurate information, however, the publisher assumes no responsibility for accuracy of submitted advertising and editorial information.

Copyright©2023 by JFT Properties LLC.

No part of this publication may be reproduced or retransmitted in any form or by any means, including, but not limited to, electronic, mechanical, photocopying, recording or any information storage retrieval system, without the prior written permission of the publisher. Unauthorized copying may subject violators to criminal penalties as well as liabilities for substantial monetary damages up to $100,000 per infringement, costs and attorneys’ fees.

This publication should not be utilized as a substitute for professional advice in specific situations. If legal, medical, accounting, financial, consulting, coaching or other professional advice is required, the services of the appropriate professional should be sought. Neither the authors nor the publisher may be held liable in any way for any interpretation or use of the information in this publication. The authors will make recommendations for solutions for you to explore. Any recommendation is always based on the authors’ research and experience. The information contained herein is accurate to the best of the publisher’s and authors’ knowledge; however, the publisher and authors can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof.

Subscription Rates: Free and controlled circulation to qualified subscribers. Non-qualified persons may subscribe at the following rates: U.S. and possessions: 1 year $48; 2 years $75; 3 years $96; Canadian and foreign, 1-year $108 U.S. funds only. Single copies $8. Subscriptions are prepaid, and check or money orders only. Subscriber Services: To order a subscription or change your address, write to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 or call (440) 731-8600; or visit our Web site at www.hvacrbusiness.com. For questions regarding your subscription, please contact bkerr@ hvacrbusiness.com.

HVACR Business (ISSN 2153-2877) Copyright ©2022 is published monthly by JFT Properties LLC,31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. (USPS 025-431)

POSTMASTER: Send address changes to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039.

31674 Center Ridge Road, Suite 104 North Ridgeville, OH 44039

Tel: (440) 731-8600

Web site: www.hvacrbusiness.com

(ISSN: 2153-2877)

PAGE

‘Were All the World Looking at You…’

Part 2: Man in the Mirror Series

Thanks for all the emails regarding my last column

The Man in the Mirror *

It appears I may have struck a chord. I specifically selected The Man in The Mirror to open this series because I believe the first step in motivation is understanding the “real you.”

The underlying message is: You can’t cheat or lie to yourself. Or, as an old college buddy from Stone Mountain Georgia, who seemingly had a one-liner for every situation used to say, “Tank, you can’t bullshit your own damn self!” (Say this line with a thick southern accent. It will make you laugh every time).

Let’s Be Honest

Now that we’re being honest, we can freely admit which goals and objectives will get us engaged and keep us there. If it’s money, be honest with yourself and just say so. And, since we’re being honest and we’re entrepreneurs, there’s only one instance when it’s not about the money and that’s when you already have it. For those of you who would like to differ, I quote H.L. Mencken, the late author and journalist, who said, “When someone says it’s not about the money, it’s about the money.”

If you take what I’ve said literally, you may say your motivation is anything from a new sports car or luxurious vacation house on the lake, or a new club membership, a Rolex watch, or just about any material thing you can think of. Or maybe it’s reinvesting in your business.

Success in the form of profit allows us to do a great deal with the companies we own which often leads to even more success. That list of actions is long. Chief among them is the ability to hire the right people and invest in training and education that makes the right people even better. Looking back, I don’t believe I’ve ever spoken with an owner, CEO, or president who

achieved measurable success without having them tell me that the reason for their success was the team of people they assembled to help them accomplish the task.

So, yes, one way or another, it’s about the money. More importantly, it’s about how you spend the money. Or, maybe more accurately, how you invest it.

This month’s excerpt from Howard Ferguson’s book The Edge, presents Thomas Jefferson’s philosophy on being honest –primarily with yourself – and asks us to answer one of life’s most important questions.

A Philosophy of Life

Thomas Jefferson

In matters of principle, stand like a rock; in matters of taste, swim with the current.

Give up money, give up fame, give up science, give up the earth itself and all it contains, rather than to do an immoral act. And never suppose that in any possible situation, or under any circumstances, it is best for you to do a dishonorable thing.

Whenever you are to do a thing, though it can never be known but to yourself, ask yourself how you would act were all the world looking at you, and act accordingly. He who permits himself to tell a lie once finds it much easier to do it a second and third time, till at length it becomes habitual; he tells a lie without attending to it, and truths without the world believing him.

P. S. You may want to ask the man in the mirror the next time you see him, “How would you act if the world was looking?” u

* https://www.hvacrbusiness.com/news/2023/aug/01/ man-in-the-mirror/

So, yes, one way or another, it’s about the money. More importantly, it’s about how you spend the money. Or, maybe more accurately, how you invest it.

FROM TRAINING TO RECRUITING

Virtual Reality – the New Normal in the Home Service Industry

BY JULIE VENA

When the COVID-19 pandemic swept the world, it provided the trades with a hidden gift on how our industry will manage training and recruiting in the future.

Because we had to conduct business in isolation, we were forced to use digital and virtual reality technology exactly how it was intended: to conduct meetings, train, and recruit from a distance.

World Changes Forced Home Service to Adapt

This meant that we were using Zoom to conduct our team huddles each morning, and we held ongoing technician training as they stood in their front yards, worked from their trucks, or connected from their phones. This put us in a position to be more innovative and forced us to learn to use the technology we had hidden in apps on our phones or computers.

While we often associate Virtual Reality (VR) with gaming, the pandemic proved that it could successfully be used for training and recruiting in the digital space. And its implementation during trying times has allowed us to improve how we provide our customers with an interactive experience.

VR can be used anywhere in the world, and it affords technicians and customers the ability to see the finished product before the work even begins. But VR and digital communication also can be used by innovative home service industry leaders to restructure their entire business.

Pragmatic Training & the Benefits

One of the most innovative experiences that any home service company can offer is to embed their virtual reality training into their existing training program.

1. Integrating Company Flavor into the Training Companies like Interplay Learning allow HVACR and plumbing companies, for example, to combine the flavor of their own company culture with built-in VR models that can provide affordable, online training.

You no longer need to provide large spaces for in-house training, and you can offer weekly or monthly training modules that keep your technicians’ skill sets sharp. They don’t have to take time off to drive into the office and can schedule their training when they have the time. It’s a pragmatic and efficient solution for the technicians who primarily work in the field.

2. Virtual 3D Capability for Technician Learning

With VR, your team’s instructors and more seasoned personnel can establish ongoing training programs inside a 3D virtual space. Your trainees can use their headsets and goggles to complete programs in real-time by using their controllers to perform simulated tasks.

This not only energizes your people but allows them to learn at their own pace. It’s only limited by their time constraints.

It’s also a fantastic solution for those techs who want to complete certification programs so that they can build on their existing skills and earn certificates. This not only helps them earn more money but also deepens your team’s bench of qualified personnel.

3. Learning On the Go – True Field Service Training

VR is also useful in the field as our industry continues to face the loss of experienced technicians.

The home service industry is changing the way we staff our teams. Because Baby Boomers are retiring in record numbers, the only way to replace these seasoned employees is to hire younger technicians who may have the right mindset but not all the training.

While these younger technicians may have the basic knowledge, there will always be times when they will go to a job site and be presented with situations that are unfamiliar to them. With VR and digital communication, they can be instantly connected with another more experienced technician or super visor who can walk them through the situation and show them what they need to do.

4. Scaling Up Your Company Training

VR provides home service companies with the instantaneous ability to scale up their on-the-job training. There will soon be a time when there are highly skilled managers and supervisors sitting at desks back at the office observing

their technicians out in the field through virtual reality programs or other digital communications.

If a technician has a question or needs instant training on an issue, the supervisor is there to show them the ropes. The technician just needs to put on his Oculus glasses and he’s instantly transported into a learning situation.

VR Needs to be an Integrated Part of Training

The key to successful VR training is to make it a part of your company’s culture. You can’t just assume your techs are completing their training modules. You have to follow up with them by reviewing their progress and encouraging them to learn more. Make accelerating their abilities a part of your business model.

Virtual Reality Helps in Recruiting

Right now, many HVAC and plumbing companies are using digital communication to recruit. They have dedicated meet and greets where they hold open Zoom calls and schedule candidates to meet with them throughout the day.

Once the candidate is invited to proceed to the next level of the interview process, managers can use VR to run these candidates through a skills assessment test to see exactly where they are in their professional development.

This not only allows managers to determine how much more training a good candidate needs, but they can also schedule more training for their employees. This way, the employee is not left to do redundant work they’ll eventually get bored with. Studies have shown that employees want to be challenged and they want opportunities

While we often associate Virtual Reality (VR) with gaming, the pandemic proved that it could successfully be used for training and recruiting in the digital space.

to improve their skills so they can make more money or be promoted within their company. VR helps them do that. This is an advantage when you are recruiting young people. These 20-somethings have grown up in the internet age and they are comfortable with VR and digital communications. They know how it works and will use it to their advantage.

Not only will your commitment to progressive training solutions lead to a stronger recruitment program, but it also shows potential employees that your business is committed to their success in a fun and exciting way.

If your company offers VR to recruit and train its employees, you’ll attract a younger staff that will be with you or will grow within the industry for years to come.

The Future is Now

Virtual Reality doesn’t have to be confined to the training and hiring of the tech staff. I foresee a day when VR can be used within the sales process to provide potential customers with a seamless interactive experience to help them understand their home and its issues. (This isn’t too far away. Certain companies are already creating VR simulations for HVAC systems at their flagship stores.)

Imagine your sales teams and customer service representatives with the ability to explain to a customer exactly what it means to consider the repair of a system versus the replacement.

As home service experts, it’s our job to provide clients with information about their home’s comfort systems and “train” them on why they need to consider all options. With a VR option, we can put the client in the position of a technician, so they know exactly what those options mean. This kind of simulated reality can be invaluable in sales and business growth.

Not only can your techs plan out and execute installations of complex duct systems or repiping jobs, but they can also show your clients the reasoning behind their decisions. This not only makes these installations less expensive for the customer, but it provides crucial information to both the tech and the customer.

Technology is here to stay and it will continue to evolve. It’s up to home service owners, managers, and leadership to embrace its use in our industry and develop new ways to apply it to meet the challenges of labor shortages, complex installations, and customer resistance. u

Julie Vena is Director of Advisement and Engagement at CEO Warrior, where she leads their dedicated and experienced Master Advisor team. Julie has over 20 years of management experience as a coach, mentor and subject matter expert in the home

service industry and has operated two home service businesses resulting in millions of dollars in growth. Prior to joining the CEO Warrior Team, she co-founded and still owns, a successful and thriving non-profit dedicated to helping individuals in recovery from substance abuse disorder. CEO Warrior

is a business consulting, training, and mentoring firm, providing tested and proven methods to defeat the roadblocks that prevent small to midsized businesses from achieving their ultimate success.

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NAVIGATING THE BUSY SEASON WITH A

SMART

STRATEGY FOR SUCCESS

BY JACOB GEE

As the blistering summer heat waves continue, so does the demand for your services. Amidst the rising temperatures and surging customer inquiries, maintaining a smooth and satisfactory customer experience can be challenging. However, with a wellthought-out strategy, you will not only weather the storm but also emerge triumphant in the delivery of top-notch service. In this article, we’ll delve into a comprehensive and strategic approach to tackle the busy season head-on while keeping your customers, employees, and profits in mind.

1. Customer Experience Is Everything

Customer experience serves as the bedrock of any successful business. Even during the peak demand season, ensuring that your customers feel valued and heard is of utmost importance. Timely responses, consistent follow-ups, and a commitment to never bumping or canceling appointments can make a world of difference. Additionally, the ability to provide same-day service appointments and swift responses to emergency needs – especially when the demand is at its highest – will set you apart and showcase your dedication to customer satisfaction. Equip your call center with adequate staff to handle the influx of calls and invest in user-friendly online booking tools to facilitate seamless interactions. Remember, a positive experience not only retains existing customers but also drives referrals and word-of-mouth recommendations. And when people are calling in the middle of a heatwave, there is urgency. Your prompt response and excellent service will stand out as exemplary if you can deliver under that pressure.

Customer experience serves as the bedrock of any successful business. Even during the peak demand season, ensuring that your customers feel valued and heard is of utmost importance.

2. Keep It Simple

When demand skyrockets, the last thing you need is confusion within your ranks. Documenting your entire customer journey, from the initial booking to the final interaction, is essential. This step-by-step process serves as a guide for your team, ensuring a consistent and streamlined workflow. By having a clear path mapped out, you eliminate potential chaos that can arise during peak demand. Not only does this maintain operational efficiency, but it also guarantees a prioritized and exceptional customer experience. Also, a good tip that many types of businesses use successfully is to have detailed profiles of any repeat customers. The profiles should include more than contact information, but all their likes, dislikes, idiosyncratic engagement (if any), and the last time they received service and for what issue. It should also indicate what they like to be called i.e., Tom, not Thomas, or Miss, Mrs., or Mister, and a last name. This adds personalization. These kinds of details will eliminate any “get-to-know” time with new high-season employees and allow you to seamlessly serve every customer.

3. Eliminating Bottlenecks for Scalability

To meet the demands of peak seasons, identify and eliminate bottlenecks that hinder scalability. A clear process map aids in pinpointing potential chokepoints. For instance, if warranty processes slow down your operations,

consider designating a dedicated warranty clerk to handle the process efficiently. This investment in specialized roles can significantly enhance turnaround times and customer satisfaction. If you have never streamlined the process and you find yourself in the middle of the busy season, send an interoffice survey or call an emergency meeting to find out what issues are bottlenecking the process if any. Remediate the slowdowns immediately. It will save you money over time.

4. Limit Calls Per Technician

Summer often tempts businesses to overbook their technicians, but this can lead to diminished customer experience and staff burnout. Instead, cap the number of appointments per technician to ensure adequate time for meaningful customer interactions. This not only enhances customer relationships but also boosts employee morale, leading to improved customer interactions and increased job satisfaction. For residential HVACR businesses, like ours, we cap the number of calls at no more than four per technician max. However, we aim for only three calls per technician. If you find that will leave you short-handed, then the time is now to remediate. Should you hire a seasonal employee or limit business? Only you can decide. But it is a lesson to plan far in advance for the coming year. Keep in mind while it’s tempting to take all the business that comes in, bad service will leave you wishing you didn’t when the season ends. Focus on delivering top service at every appointment.

5. Financing Is Important

Emergencies rarely come with a financial warning. Offering various financing options can be a game-changer for your customers during peak seasons. Partnering with different financing partners like Ally or Green Sky LLC., allows customers the flexibility they need to address unforeseen expenses. By providing options that cater to diverse financial situations, you enhance your reputation and build trust among your customer base. Your customers will be thankful for this option.

6. Supporting Your Team

A stressed team can negatively impact your operations and customer service. During peak seasons, ensure your team is well taken care of. Adequate hydration, meals, competitive pay, incentives, and recognition for their hard work can foster a positive work environment. A happy team is more likely to go above and beyond to satisfy customers, resulting in a win-win situation for both employees and customers. (Visit MRS on our site at https://www.hvacrbusiness.com/news/ management-resource-shelf/. See page 4 in the magazine. This months topic is on teamwork.)

7. Investing in Technology for Enhanced Efficiency

Some options are HousecallPro, Jobber, and HubSpot, but there are many. A good CRM also provides the ability to track appointments, customer preferences, and service history, enabling personalized interactions. This technological advancement can elevate your service delivery to a new level, enhancing both customer satisfaction and operational efficiency.

8. Prioritize Profitable Calls

Not all calls are created equally when it comes to profitability. Identify the most lucrative types of calls and prioritize them during peak seasons. Clearing the schedule of less profitable appointments can free up resources for high-impact calls that significantly contribute to your bottom line. This starts with your call center having the correct questions to identify your target call and then having your dispatcher or service manager filter through these calls. A good service manager should have a process for transferring or handling calls in a hierarchy.

9. Focus on Financial Insights

Amid the hustle and bustle of the busy season, financial clarity is essential. Keep track of your daily overhead and ensure that your gross profits cover it. By staying focused on the daily numbers, you ensure your profitability. Don’t let the busy season be your distraction but be a profit powerhouse. Focus on the micro numbers daily. If you are unsure, download Ruth King’s financial

forms in the download center to get a jumpstart. Errors here can disrupt the most profitable season and impact your bottom line. (Visit a Collection of Financial Downloads at https:// www.hvacrbusiness.com/news/2023/ jul/01/a-collection-of-financial-resources/)

10. Strategic Preparation for Equipment and Staffing

The groundwork for a successful busy season starts well in advance. Stock up on equipment, materials, and staff in anticipation of the surge in demand. Being adequately prepared ensures quick turnaround times for your customers and prevents burnout among your employees. It’s important to have as many crews and technicians as you can get to meet daily demand, Customers should never be

waiting multiple days for a new system install. Additionally, having backup vehicles on standby safeguards against unexpected breakdowns that can disrupt your operations.

11. Always Embrace Chaos with Calm

Despite all your preparation, the unpredictable nature of the business can sometimes lead to chaos. The key is to maintain your established processes and stay composed. Challenges will arise, but with a calm demeanor, you can steer your ship through the storm. Keep in mind that both successes and setbacks are temporary and staying the course will ensure a smoother journey. Focus on what you can control and keep ice in your veins. The busy season doesn’t have to be

a chaotic whirlwind that overwhelms your business. By implementing a smart strategy that places customers, employees, and efficiency at the forefront, you can navigate the surge in demand with finesse. Remember, simplicity, flexibility, and a focus on your core values will guide you toward not only surviving but thriving during the peak season. So, gear up, strategize, and embrace the surges in business with confidence! u

Jacob Gee, co-owner of Gee Heating and Air in Gainesville, GA, alongside brother Joseph, has propelled their company’s revenue from 3 million in 2020 to over 16 million in 2023, exclusively through residential HVAC service and replacements, with no commercial or new construction projects. This growth has been driven by data-driven marketing and operational enhancements. Specializing in technology and system optimization, Jacob’s leadership has achieved remarkable efficiency and profitability. With a keen focus on growth and innovation, they have established Gee Heating and Air as an up-and-coming player in the Atlanta Residential HVAC market.

IS YOUR HOME SERVICE

COMPANY READY TO EXPAND?

BY AARON GAYNOR

As a business owner, asking yourself the question, ‘Am I ready to expand?’ is crucial to evaluating where your business is in its growth cycle. Expansion can look different for different owners depending on where you are in the growth phase. Things to consider include adding technicians or trucks to your fleet, and ultimately, adding more territory to your existing service area, and additional locations in new markets. Lastly, once you are in the expansion phase, you may consider acquiring companies to add services or market share. Key indicators over time, will move you from testing the waters to committing to a detailed expansion plan – from planning to execution. Once you decide, it’s important to bring forth your growth vision for you and your team.

Demand vs. Service Capabilities

When assessing your company’s growth cycle, you will have to look at where you were historically in the past five years, how it compares to the current demand, and what is the forecasted

growth. The first thing to look at is the demand for your services. Is your company’s current tech and appointment capability meeting the demand? Below I offer some steps we took as well as innovative solutions to labor shortages when you need to hire quickly.

1. Demand Outnumbers Service Capabilities

One of the things I noticed before expanding Eco Plumbers, Electricians, and HVAC Technicians* was that it was becoming increasingly difficult to complete all of the daily service appointments coming our way. After investing in our brand for several years, we were the top-of-mind choice for our customers which is the ideal outcome. However, that also meant an increased demand for our popular offers. And I quickly realized if we didn’t assess our company’s growth cycle and make some decisions, our service would suffer. As

it was, we were rescheduling too many appointments which wasn’t the customer experience Eco strived to deliver. Expanding our team size was the first solution to reach our goal of providing quality same-day service — fast.

2. Creative Solutions for Labor Shortages

With recent labor shortages, especially in the trades, we needed more plumbers to help us serve more customers. I’ve always believed in giving back by providing opportunities for others to make a life for themselves in the trades. Becoming a plumber right out of high school, earning my contractor’s license by the age of 23, and now a business owner for over two decades has changed my life in countless ways. I often say, “The trades saved my life!”, which is why I committed to creating Eco’s own plumbing school, The Eco Plumbers University**. We aren’t the first company to train our plumbers,

but we took it to a new level with the NexTech Academy curriculum, handson training in a lab built like a home, and ride-along training with plumbers in the field. Since opening the doors in January of 2021, we’ve graduated over 110 plumbers. This was important to Eco being able to grow faster and expand to other markets. Your company may not be able to do it exactly this way, but there are innovative solutions you can adopt right now that will benefit you as you grow. Try remote training for any people in the company who want to move into the tech area. Or recruit from high school vocational programs by hosting a career day. Lastly, pay competitively because the word will get around and make your company more attractive to potential candidates.

3. Excellent Execution Leads to Eventual Expansion

Other things that will positively impact being ready to expand are if your tradespeople are performing at a high level, presenting a professional front, and your company’s support teams are

Key indicators over time will move you from testing the waters to committing to a detailed expansion plan –from planning to execution

executing well. Focus on being excellent in every department now. And make sure your team is aligned with your vision. The people you have on your team from the CSRs and dispatchers to operations and marketing play a huge part in indicating if you are ready to grow. It’s important to consider the manpower it will take for team members to be involved in an expansion. Regardless, you’ll be in a much better position if you have a great team of people who believe in your vision and are willing to do what it takes to make the expansion successful.

4. Growth That is Trending Up

Pay attention to industry trends and monitor internal KPIs. This will allow you to make a wise and confident expansion move with the input of trusted internal executives and from your network and strategic partners. If the industry is trending upward in terms of growth, that is more opportunity for your growth. But it also means you have to be ready to compete.

5. A Cash Reserve

Also building a reserve of cash for reinvesting in the company can help you find easy ways to grow when noticing that new customers are seeking your services from local, untapped markets. When we decided to expand by adding service areas beyond central Ohio to southwest Ohio in the Dayton region, we had a team working on the expansion for several months before our grand opening in April of 2021. We set about to achieve a certain set of goals. (a.) We set up digital marketing tools so that we could add to the budget or add additional lead sources as the team size grew. (b.) We also created a playbook for expanding to new markets that we later used when we began planning our expansion into the Cincinnati market earlier this year. (c.) We also decided to invest more heavily in radio to establish the brand faster as the market is more competitive. Interestingly, these two service areas are connected, so it was beneficial that the Dayton team could support the Cincinnati team as they got up and running.

6. Preparation Meets Opportunity

Have a well-thought-out plan before expanding, so that you can be open and prepared for any opportunity. Recently,

when researching expansion further south from central Ohio, the opportunity to acquire a residential and commercial heating and cooling business presented itself. After learning more about their current business, the plan is to move forward. So, we will bring them into the Eco brand and add all the other service lines in that market, then focus their current brand on commercial services. This southern expansion was more straightforward as this service area is already covered in the radio and TV DMA that we utilize for central Ohio. Once the Eco brand goes live in this new area, it will be a matter of adding cities and zip codes to the search campaigns we already have running.

7. Pricing

If you decide to expand into a new market, research fair market prices. Even when expanding within the same state, there can be wildly fluctuating price differences from city to city. Also, be aware with the expansion, you may need to raise your prices. If you add more trucks, techs, and support team members, you’ll have more overhead costs in payroll, insurance, incentive pay, health care, and 401(k) contributions. If you are adding physical space, you’ll need to account for the expense of the larger building. The same is true for higher interest rates on your line of credit, higher dealer fees on finance plans, higher material costs, and fuel costs in the current economic conditions. All these changes may require an increase in prices. Customers will notice that you’ve raised your prices and they may look for a new service provider or find a local handyman. Be prepared for the loss of some customers. Certain ones may not understand the reasons behind the increase. But if you plan for this, you should be able to sustain. The goal is to remain competitive and run a tight ship while still bringing value and quality service to your customers.

As the company grows, grow your memberships as well. A membership plan with monthly payment options secures

clients to the company while providing them with multiple benefits. This will help you weather difficult economic conditions by creating monthly revenue from your members and being able to fill slower seasons with annual whole-home inspections and maintenance services for appliances like tank-style and tankless water heaters and heating and cooling equipment.

Finally, I recommend developing a network of mentors from businesses you admire that have scaled and reached the heights you want to attain. Companies in other markets may hold the key to solving an expansion or growth dilemma. Annually establishing and updating your 1-year, 3-year, and 10-year plans

are where your goals come to life and will help you paint the picture for your team of a company that is positioned for growth. u

Aaron Gaynor, is the owner and CEO of Eco Plumbers, Electricians, and HVAC Technicians, a $60M.and growing home-service business serving central and southwest Ohio. A master plumber, Aaron started the business that would become Eco in 2007 after losing everything when his first business failed due to the housing market crash. Aaron now aspires to help other contractors find and embrace their purpose. Aaron will be a featured speaker at Freedom Event 2023. www.freedomevent.com www.geteco.com

*https://www.geteco.com/ **https://www.geteco.com/ eco-plumbers-university-dayton/

PQ3 Pay attention to industry trends and monitor internal KPIs. This will allow you to make a wise and confident expansion move with the input of trusted internal executives and from your network and strategic partners.

WHAT IS YOUR WEBSITE SAYING TO CUSTOMERS?

BY COLLEEN KEYWORTH

In the lifetime of your business, over 90% of your customers will visit your company’s website first, before stepping foot in your physical office, if at all. Yet, for some reason, it is one of the most neglected resources for many HVACR contractors. In today’s digital world, your website represents your company’s home base online—the one place that’s always open and available to greet a potential customer. So, what is your website saying about your company?

Here are some of the most common mistakes contractors make with their websites:

• Too many stock photos. Using too many stock photos and no real photos of your team makes your site inauthentic and impersonal. Stock photos are a dime a dozen, especially in this industry. Don’t be stuck using the same smiling yellow, hard-hat guy. Potential customers want to see your face and your people if they are going to invite you to their homes.

• Heavy focus on equipment. Now, the equipment you sell is important but, no matter how much co-op funding you get from your manufacturer, it should never take center stage over your brand. Focus instead on selling the destination

(i.e., comfort, peace of mind, integrity, and safety) rather than the plane. You should still have the equipment you sell on your site, but it should be secondary to the story your brand tells.

• Outdated content. If your website hasn’t been updated in years, it’s time for a refresh. Check the dates on your offers and coupons. Finding outdated content on a site gives the impression the lights are on, but no one’s home and visitors will question the accuracy of everything else on your site.

• Misspelled words and grammatical errors. Typos and grammatical errors make your website look unprofessional. Take the time to proofread your content before you publish it.

• Inconsistent branding. Make sure your website uses the same branding as your other marketing materials. This will help create a cohesive brand identity. Check your colors, fonts, taglines, and guarantees. Your customers should never second guess whether they have the right company.

• Too much content. No one wants to read a novel on your website. Keep your content concise and laid out in bite-sized, easy-to-digest sections.

• Not enough content. On the other hand, don’t be afraid to provide enough information to potential customers. They need to know what you do, who you are, and why they should hire you. More importantly, content is paramount for how Google indexes your website in search—you must feed it what you want it to know about you.

• Too many bells and whistles. Don’t overload your website with too many features. Keep it simple and easy to use. Your website should be professional and informative, not overly sales-y. Keep use of pop-ups and gimmicks restrained. No one appreciates a “used car salesman” approach.

• Outdated web design. If your website looks like it was designed in the early 2000s, or more than 2-3 years ago, it’s time for a makeover. Like fashion, web design is constantly

evolving and changing. Consider your site a visual first impression in a job interview because, in many cases, it’s exactly that. Dress for success.

• Poor mobile usability. More and more people are using their smartphones and tablets to browse the web. Make sure your website is mobile-friendly so potential customers can easily view it on their devices. The mobile-friendly design needs to be a priority, not an afterthought. Anything that is on your site (designed for a desktop) should convert well if someone opens it on a mobile device.

• Missing the basics – who, what, when, where, and why. You would be surprised how many companies forget the purpose of their site and leave out things like their service area, services offered list, contact information, and hours of operation. Most importantly, talk about your company and why you do what you do.

In my years interacting with hundreds of contractors regarding their websites, I’ve found that some view their sites as a hub that connects and supports all their marketing efforts. They understand its role as synergistic. On the other end of the spectrum, I find contractors whose attitudes often fall into another one of the following scenarios.

In today’s digital world, your website represents your company’s home base online — the one place that’s always open and available to greet a potential customer.

1. “The Field of Dreams Belief – Build it and they will come….”

The first and most common myth contractors believe is that after they launch a website, visitors will just magically appear. So many companies launch a website to go live on the Internet with the hope that homeowners will flock to their site just like turning on a bug zapper. That isn’t how it works. You must actively market your site to point visitors there.

2. “That Dog Won’t Hunt!”

The second most common misconception concerning business websites. The age-old “My phone is not ringing – what’s wrong with our website!?” Your website, if utilized correctly, is built for trapping (aka conversion) it’s not out there actively hunting leads for you. My follow-up question is always, “What types of advertising or outside efforts do you have running that are sending people to your site to be trapped?”

3. “Where are you located again?”

Make sure Google knows where to find you. About now you’re probably like “Wait—what about SEO?!?” Search Engine Optimization is a very important part of your website’s functionality. However, with Google’s ever-changing algorithms, search page landscape, and paid advertising, the places where organic search results are displayed are shrinking. And the local map pack is locked down to your location and proximity. That’s not to say that proper SEO isn’t a vital piece of your website but it cannot be your sole strategy. Consider that the percentage of homeowners who choose their contractor through open searches like “AC repair near me” is less than 20%. These are people who have no experience or referrals from friends and family to lean on.

Are you doing these steps to drive traffic to your website?

• Pay-per-click advertising. Payper-click (PPC) advertising is a great way to get your website in front of potential customers who are actively searching for HVAC services.

• Search engine optimization (SEO). SEO is the process of

optimizing your website so it ranks higher in search engine results pages (SERPs). This is a long-term strategy, but it can be very effective in driving organic traffic to your website.

• Content marketing. Content marketing is the process of creating and sharing valuable content that attracts and engages potential customers. This can include blog posts, articles, infographics, and videos.

• Social media marketing. Social media is a great way to connect with potential customers and promote your website. Be sure to post interesting and informative content on your social media channels and interact with your followers – consistently.

• Email marketing. Email marketing is a great way to stay in touch with potential customers and promote your website. Be sure to send out regular emails with updates about your company, special offers, and blog posts.

• Community engagement. Support causes with which your customers engage. In other words, go with the flow of your site traffic, not against it.

• Use your site to highlight and bring awareness to charities, local organizations, school sports programs, etc. Doing this helps bring local traffic to your site on a more regular basis. It’s even better to trade links between your site and that

of the charities and organizations.

• Product Information. Make sure your website has clear and concise information about your products and services. This will help potential customers be able to use your site as a resource to make informed decisions and sets you up as the expert.

• Financing Options & Online Payment Portal. Setting your site up as a convenient portal where customers can take care of their needs 24/7 will bring traffic to your site. Customers who work with you already are more likely to purchase other services. Your site is a great place to make them aware of all the problems you can solve.

The appearance of your company’s website is very important to future employees. When visiting your website, they are essentially getting their first impression of your company. If your website is outdated, poorly designed, or difficult to navigate, it will reflect poorly on your company and make it less likely that potential employees will want to work for you.

Here are some of the reasons why a company’s website appearance is important to future employees:

• It shows that the company is professional and up-to-date. This is important to potential employees, as they want to work

for a company that is successful and that values its image. Prospective employees are more likely to trust the company and believe that it is a good, stable place to work.

• It provides information about the company and its culture. A well-designed website should include information about the company’s history, its mission, its values, and its culture. This information can help potential employees decide if the company is a good fit for them. You could include testimonials from satisfied customers, photos of your work, and information about your team of experts.

• It makes attracting top talent more appealing. The application process should be clear and concise, and it should be easy to submit a resume and cover letter. This shows that the company is organized and efficient and that it is serious about hiring the best possible employees. Also, offer a clear category to do that – either career, contact us, or openings – so that submitting a resume is an easy task. If you want to attract top talent to your HVACR company, it is important to make sure that your website looks its best. A well-designed website can make a big difference in the number of quality applications you receive.

Ultimately your customers today are constantly bombarded by online media and make many of their decisions very quickly using very irrational filters. Staying vigilant about the message your site portrays about your business and what first impression it gives to visitors, should be a priority. After considering the points above, look at your website and ask yourself: What is my website saying to customers? u

Colleen Keyworth is the Director of Sales and Marketing for Online-Access, an HVACR web marketing company located in Michigan. Keyworth regularly trains contractors around the country and has served on the board of Women in HVACR for the last eight years – an organization that has grown from 100 to over 500 members during her tenure. www.hvacwebsites.com

Don’t overload your website with too many features. Keep it simple and easy to use. Your website should be professional and informative, not overly sales-y.

THE POWER OF CROSS-TRAINING CSRS & SALES REPS

BY BRIGHAM DICKINSON

In the competitive landscape of home service call centers, the concept of cross-training has emerged as a game-changing strategy. Imagine a team of call center representatives who are not only adept at addressing customer concerns but also skilled at sealing the deal through effective sales techniques.

“True leadership isn’t just about winning! It’s about the people you bring with you to the finish line.”

- Brigham Dickinson

What is Cross-Training?

Cross-training is a strategic practice that involves equipping employees with skills and knowledge beyond their primary roles. It breaks down traditional silos within an organization, allowing team members to become proficient in multiple areas. In the context of call centers and sales teams, cross-training means providing customer service representatives with the expertise to handle sales interactions, and vice versa. This multifaceted approach empowers employees to seamlessly switch between roles, fostering a more agile and versatile workforce.

At Power Selling Pros* we have a mantra: Win the Moment, Book the Call. When you win more moments, and win over your clients, you will book more calls. This mantra is at the heart of our coaching philosophy.

Cross-training is a strategic practice that involves equipping employees with skills and knowledge beyond their primary roles. It breaks down traditional silos within an organization, allowing team members to become proficient in multiple areas.

More Opportunities

What if CSRs were empowered to win even more moments, or book more calls?

Providing more opportunities within a business gives your employees purpose. Brigham Dickinson’s latest book, Something to Give**, analyzes the connection between purpose and fulfillment. When you open the door to a CSR to step further into the business, you are indicating that you trust them. In return, your CSR now has a deeper understanding of a new aspect of the organization that they represent. This sparks a sense of pride that will carry over into customer interactions. In addition, CSRs have more confidence to tackle challenging questions and be self-reliant in concluding. By diversifying employees’ skill sets, crosstraining enhances collaboration, efficiency, and adaptability, ultimately contributing to a holistic customer experience and a more engaging business operation.

Why Cross-Training Matters

Cross-training isn’t merely about diversifying skills; it’s about fortifying the

foundations of a responsive and thriving customer-centric environment. In a world where customer interactions can vary from inquiries to sales, having team members who can effortlessly navigate multiple spheres is invaluable. This dynamic approach not only boosts operational flexibility but also enhances overall employee engagement. In my book, we follow the foundation of core principles created as a part of what we call the “Pattern for Excellence”. Made up of eight principles, the pattern is a system of truths that guide communication toward excellence.

• Be Positive. Positivity attracts people.

• Be Prepared. Preparation inspires confidence.

• Listen. Understanding invites connection.

• Care. Empathy validates worth.

• Say “yes”. Reassurance builds trust.

• Ask. Asking encourages action.

• Build Value. Value creates commitment.

• Be Grateful. Gratitude reinforces unity. Implementing these principles elevates performance from all angles and secures

an atmosphere where your CSRs can take call handling to new heights.

10 Reasons to Cross-Train

Cross-training your call center and sales representatives can yield a variety of benefits, transforming your team into a versatile powerhouse. Here are ten compelling reasons to embark on the journey:

• Enhanced Customer Experience: Reps with cross-functional skills can provide support that takes more than one business perspective into account, catering to a wider range of customer needs.

• Seamless Transitions: Swiftly transitioning from customer service to sales interactions becomes effortless, resulting in a smoother customer experience.

• Maximized Efficiency: Multifunctional reps lead to better resource utilization, reducing downtime between calls and inquiries.

• Faster Problem Resolution: Combining customer service skills with sales insights enables reps to address concerns swiftly and upsell solutions effectively.

• Increased Sales: Reps proficient in both domains can naturally weave sales pitches into customer conversations, boosting conversion rates.

• Empowered Workforce: Crosstrained reps feel more empowered and valued, leading to higher morale and job satisfaction.

• Adaptable Team: An adaptable team is more resilient to industry changes, aligning seamlessly with the evolving demands of the market.

• Reduced Costs: Investing in crosstraining eliminates the need for separate teams, leading to cost savings in recruitment and training.

• Uplift Employee Value: Reps with diverse skills become indispensable assets, supporting a culture of continuous learning and growth.

• Customer Insights: Dual-skilled reps gain unique insights into customer behavior, contributing to refined strategies and offerings.

Embracing cross-training is a strategic decision that not only bolsters your team’s capabilities but also enhances your organization’s overall agility and customer-centric approach.

Steps to Effective Cross-Training

Embarking on a successful cross-training journey requires careful planning and execution. The first step is identifying the core skill sets needed across functions, such as customer service and sales. Other roles that pair well with customer service could include dispatching, accounting, marketing, data analysis and organization, tech support, and training new hires. Once the essential skills are outlined, a structured program can be developed. This could include workshops, simulations, and role-playing scenarios to imitate real-world situations. Regular assessments and feedback loops ensure continuous improvement and skill retention.

Compensation: Valuing Versatility

As the roles of call center employees expand, it’s vital to acknowledge and reward their efforts adequately. Employees wearing multiple hats should be compensated fairly for their additional responsibilities. A transparent compensation structure demonstrates that their dedication to broadening their skill set is both valued and rewarded. This not only boosts morale but also nurtures a culture of continuous learning and growth, and prevents employees from feeling overworked without recognition.

A Culture of Excellence

Cross-training within home service call centers isn’t merely a strategic choice. It’s a testament to adaptability and evolution. By breaking down the barriers between different functions, call centers can offer customers a seamless experience while empowering employees with diversified

skills. Through meticulous planning and targeted training, businesses can truly harness the potential of cross-training, to create a multifunctional workforce that’s ready to excel in every customer interaction, from inquiry to closing the deal. u

Brigham Dickinson is president of Power Selling Pros and founder of the Power Certification Program – a call-handling training program that holds teams accountable for booking calls and creating Wow! experiences over the phone. Dickinson is also the author of the book, Something to Give.

*https://powersellingpros.com/ **https://www.brighamdickinson.com/hero-page1676928646975

PROVIDED BY KEVEN PRATHER, CFBS SUCCESSION PLANNING

How Your Employees’ Motivations Can Affect Your Business Planning

Business planning often revolves around the idea of “What’s in it for me?”

Business owners usually want the kinds of planning that let them run, grow, and eventually leave their business on their terms. Rare is the business that can run, grow, and allow its owner to leave on their terms without support from key employees. To gather that long-term support, business owners likely need to incentivize those employees.

Consider the example of Donald Fowler, a fictional but representative owner, and how incentive plan choices changed the arc of his business planning.

If It Looks Like a Duck and Quacks Like a Duck . . .

Donald Fowler always said, “If it looks like a duck and quacks like a duck, it’s a Fowler!” Donald had found great success manufacturing duck-centric treats and training tools for dogs — professional show dogs, hunters, and mutts one and all. He employed sixty full-timers, including his two key employees, Ben and Courtney.

Ben was an outspoken and ambitious sales manager constantly looking for the next big win. A natural-born leader, Ben often asked Donald for more challenges to grow the company. His sales staff adored him, and Donald knew that Ben had a huge role in his company’s success.

Courtney was quieter and much more cerebral, but no less important. She implemented several business processes that lowered production costs, increased fulfillment speeds, and helped Donald attract the best talent, including Ben. Courtney was also Donald’s adopted daughter, and Donald had always longed to pass the business on to her when he retired.

During an annual performance review, Ben told Donald, “Another company approached me. They’re offering me stock

in their company. I’d rather stay here, and I’m not sure how I feel about owning part of a company, but the money is so good. I need you to offer me something similar.”

Donald was stunned. Ben had never mentioned an interest in ownership. And Donald didn’t want to provide Ben with stock, since he intended to pass the business to Courtney. Donald assured Ben he’d figure something out for him. But he had no idea what to do.

Creative Business Planning

Donald set up a meeting with his team of advisors. One of the newer members of the Advisor Team told him that he was right to hesitate about giving Ben ownership if he wanted Courtney to run the business. Employees and family members often clashed on this issue. Donald felt stuck.

“Donald, you always say, ‘If it looks like a duck and quacks like a duck,’ right?” his newer advisor asked him.

“Yes . . .” Donald said.

“Well, what if it looks like a duck and quacks like a duck, but isn’t really a duck?”

“What are you getting at?” Donald asked.

“What we’re saying,” another advisor said, “is that you can give Ben something that looks like stock, acts like stock, and has value like stock, but isn’t really stock.”

“I’m listening.”

Phantom Stock as an Incentive Plan

Donald’s advisors recommended that he consider a Phantom Stock Plan to incentivize Ben to stay. Ben had said he wasn’t sure about ownership but that he liked the idea of more money. But Donald needed to keep Ben motivated in the long term to achieve his financial independence goals. When he approached Ben with the idea of a Phantom Stock Plan, Ben was intrigued.

With help from his Advisor Team, Donald proposed a plan to Ben. Every

time Ben exceeded a specific and written annual sales goal, he’d receive Phantom Stock shares. As company value grew on the back of Ben’s work, so would the value of Ben’s phantom shares. However, the plan also included vesting and forfeiture terms to entice Ben to stay to receive full value, effectively handcuffing him to the business.

In the end, Ben loved the idea. He’d receive more money based on his performance, which was a perfect motivator for someone as ambitious as him. But it also relieved him of the pressures of actual ownership, about which Ben wasn’t too comfortable in the first place.

The incentive plan helped align Donald’s goals with what motivated Ben most. Ben continued to outperform expectations, making more money for himself as the business grew in value.

Growing business value gave Donald more opportunities to achieve his financial independence goal, which he did over the next five years. He then transitioned ownership of the company to Courtney, who continued to incentivize Ben with a similar plan with similar results.

We strive to help business owners identify and prioritize their objectives with respect to their business, their employees, and their family. If you are ready to talk about your goals for the future and get insights into how you might achieve those goals, we’d be happy to sit down and talk with you. Please feel free to contact us at your convenience. u

Rare is the business that can run, grow, and allow its owner to leave on their terms without support from key employees.

When Leaders Lead Together, Transformation Happens

When you’re a leader, it’s crucial that you have a trusted support system to help navigate the challenges of your role. One powerful tool that significantly enhances your leadership abilities is an accountability partnership.

Accountability partnerships are mutually beneficial relationships where two or more individuals commit to supporting and holding each other accountable for their actions, decisions, and growth. These partnerships can be formed with coworkers, a mentor, or a fellow leader who shares similar aspirations and values.

Here’s how accountability partnerships can help you become a better leader:

By Heath Betts, Leadership and Culture Coach, Nexstar Network

1. Self-awareness and reflection – Accountability partners provide a mirror. They help you understand your strengths, weaknesses, and blind spots. Through honest conversations, your partner can offer insights into areas where you excel and areas of improvement. Your new, heightened self-awareness allows you to make intentional efforts to grow.

2. Goals and actions – Setting clear goals and creating an action plan clarifies your vision and identifies areas for growth.

3. Feedback and growth opportunities – Accountability partnerships create a safe space for feedback. Your partner will offer insights while challenging your assumptions; they’ll also provide guidance to help you develop your abilities. Feedback supports growth, allowing you to refine and develop your leadership style.

4. Support and encouragement – Leadership can feel lonely, and accountability partners provide a motivational support system. During tough times your partner will listen, empathize, and help you focus. This support gives you confidence and helps you navigate obstacles effectively.

Accountability partnerships have transformational power. The self-awareness, goal-setting, feedback, support, and resources that come with partnerships will lift your leadership skills to new heights. Remember, leadership is a continuous journey. Seek out a trusted partner, establish a strong relationship, and watch your leadership abilities soar.

Be Great

Join us on our mission to turn the world’s best tradespeople into the world’s best businesspeople.

AMANA

The Amana S-Series Smart

Thermostat offers a compatible, slim style and small footprint. The sleek, updated design guarantees flexibility, and installations meet the demands of most projects. Install on an iPad or as a wall mount. The system will support zero lot lines and small patio/ backyard spaces. Highly rated for its quiet operation and Blue Fin Corrosion

Coating, the Amana S-Series tops every top ten list of HVAC smart thermostats in 2023. For more, visit the website. www.amana-hac.com/products/ air-conditioners/asxs6-s-series

AMERICAN STANDARD®

With the launch of the American Standard® Home App, controlling your comfort just got a whole lot easier. Introducing American Standard Home — American Standard’s all-new app that brings comfort to your fingertips. Simply connect the American Standard Home App to your American Standard smart thermostat and begin regulating your temperature, setting your schedule, and more. The app works virtually anywhere, anytime. For more on American Standard® products, visit the website.

www.americanstandardair.com/ resources/home-app

CLEAN COMFORT®

The Clean Comfort® CC-HEPA Return Duct or Return Remote Collar Mount system has three stages of filtration, a ventilator, a speed selection switch, and a cabinet enclosure system. The ventilator pulls air through the pre-filter and then through the impregnated carbon pad for odor control. The last stage of filtration is the HEPA filter, which removes 99.97% of particles 0.3µm in size that pass through the filter*.

*Independent testing by LMS Technologies, Inc.

www.cleancomfort.com/ products/filtration/hepaair-cleaners/cc-hepa

COPELAND

Copeland announced the launch of its White-Rogers™ 50E47U-843 universal hot surface ignition (HSI) module, an innovative control designed for maximum capability with existing HSI systems. This product offers new features not typically found in universal HSI modules, such as combustion blower/pressure switch functionality; 24, 120, or 240-volt ignitor capability; and real-time flame current display. These features allow contractors the ability to streamline inventory as it replaces over 325 part numbers across many common applications.

www.copeland.com

FIELDPIECE

Furnace testing excellence — The Fieldpiece SDMN6 Dual Port Manometer has the range to measure gas pressure and the resolution needed to measure static pressure. Ideal for HVACR field service technicians, the SDMN6 can determine if the gas pressure coming into the house or out of the regulator is correct. The SDMN6 measures gas pressure up to 60” water column (WC) with a resolution of 0.1” WC. For more information, please visit the website.

https://www.fieldpiece.com/ product/sdmn6-dual-portmanometer-and-pressureswitch-tester/

KOVA

KOVA—the building material solutions leader just introduced KOVA Comfort Intelligent HVAC to its expansive product portfolio! KOVA Comfort is an innovative, AI-powered HVAC system that seamlessly integrates into building projects creating healthier, more comfortable environments based on a variety of inputs. Pushing beyond the current industry offerings of IoT and “smart” systems, KOVA Comfort leverages behavioral, environmental, and unit-specific occupancy inputs to learn, personalize, and optimize comfort and energy usage in each unique living environment.

https://kovaproducts.com/ product/comfort-intelligent-hvac

TESTO

Testo 883 Thermal Imager is the choice measuring instrument for every application. Hardly any measuring instruments are as versatile. In building thermography, a Testo thermal camera can help detect thermal bridges and structural defects. In heating engineering, it can check if underfloor heating is working properly or for the non-destructive detection of leaks. In maintenance, it enables you to see breakdowns before systems fail. Testo 883 is ideal for industrial maintenance.

www.testo.com/en-MY/products/ thermal-imager

TRANE®

Trane’s product selection tool formerly known as TOPSS™ is now Trane ® Select Assist™. Users can now access this flexible and powerful tool on their PC, tablet, or smartphone. Our selection program guides users through the process of configuring Trane equipment to meet or exceed the project specifications. Once selections have been run and identified, it is easy to simply share the selection file with your Trane account manager.

www.trane.com/commercial/ north-america/us/en/resources/ bim-and-selection-tools.html

BY RUTH KING

Do You Have a Signature Stamp?

Many owners think that having two signatures required on a check prevents theft. This is not true if one of those signatures can be a signature stamp.

In the 40+ years I have been consulting with business owners, one of the most difficult things I’ve ever had to do was tell two partners that a third partner was stealing at least $50,000 annually from their business.

Frankly, it was more probably. However, I felt horrible and didn’t want to dig any further.

Who is Signing Your Checks?

The partners required two signatures on all checks. So, how did this happen without anyone noticing? One of the partners had a heart attack and was out of the office for months. He had a stamp made with his signature to facilitate check payments. The bookkeeper partner used this stamp along with his actual signature to comply with the two-signature rule. The bookkeeping partner wrote checks to himself and coded them to penalties, interest, and other accounts. The partners never reviewed the financial statements, after all, they trusted their partner who did the books. As a result, they didn’t question the penalties on their profit and loss statement (their payroll taxes were always paid on time so entries in this category didn’t make sense). The accountant who did their taxes never questioned the penalties entry either. No one caught him until I investigated.

The company owners eliminated the signature stamp and required actual signatures on checks to avoid this happening in the future. And if you think this cannot happen because you do things electronically, Adobe, iPhone, and docusign apps allow you to insert electronic signatures that you have already created! So, think again.

So, how do you protect yourself from this type of fraud? You can’t always be present. For instance, what if you’re going to be gone for a vacation and the bookkeeper says she needs a signature stamp “just in case” or permission to electronically sign? This happened with one of my clients.

A Matter of Trust

A client of mine was going on vacation. The bookkeeper insisted that she needed the signature stamp since the owner would be away. I said it was ridiculous, bills could be paid before the owner left or after he returned. After all, he was going to be out of the office for only 10 days.

He told the bookkeeper that she couldn’t have the signature stamp. She replied defensively questioning why he didn’t trust her and insisted that she needed that stamp. The owner explained that this was not a matter of trust, it was a separation of duties. He didn’t want any checks signed without his signature. (After of course, I explained the dangers of a bookkeeper having a signature stamp).

Since the owner had not destroyed the stamp yet (he eventually did), I told him to put it somewhere in his home that his adult daughter could find. If

the bookkeeper absolutely needed to write a check, then she could contact the daughter who could then give her approval, and go to his home and get the signature stamp. Or the daughter could bring it to the bookkeeper, watch while she printed and stamped the check, and bring it back to his home.

Since payroll was through direct deposit and most of the payments were made electronically, unless there was an emergency, no checks needed to be written while he was gone. This was the case while he was on vacation. No checks needed to be written.

In addition, he was available on vacation. There was cell phone service where he was going. If an emergency occurred, he could be reached.

Put the following safeguards in place to avoid fraud:

1. Send your bank statements home. Look at them before you bring them to the bookkeeper to reconcile the accounts. If something looks wrong, ask questions. It’s not only your internal people who can steal. A contractor sent a check to his auto repair company. Someone there altered the check and cashed it for $500 more than the check was

initially written for. The owner caught it because he got the checks at home. He brought the check to the office, got the stub and invoice, and went to the owner of the auto repair company. He got his $500 back.

2. Bookkeepers never have check signing authority. If a bookkeeper has check signing authority, you have given her permission to write any check to anyone. If there is theft, it is a civil case rather than a criminal case and much harder to prosecute in court. With a signature stamp, the bookkeeper does not need checksigning authority. She can stamp any check with your signature stamp. This includes checks to herself or a company she owns. In addition, this is an easy way to steal if someone takes it.

3. If you use electronic check scheduling, set up auto alerts on your account for any checks or bill payments over a certain amount. Again, no checks should be going out without your approval. However, take advantage of the extra layer of protection offered by most banks. Utilize and opt into the controls available, especially when it comes to permissions for employees.

4. Do periodic audits on all accounts to ensure you aren’t missing any unauthorized amounts being debited from the account.

Please destroy your signature stamps and in all cases, disallow any check signing or check authorization without your final approval. u

Ruth King has more than 25 years of experience in the HVACR industry and has worked with contractors, distributors and manufacturers to help grow their companies and become more profitable. Contact Ruth at ruthking@hvacchannel.tv or at 770-729-0258.

The owner explained that this was not a matter of trust, it was a separation of duties. He didn’t want any checks signed without his signature.

with TOM HOWARD 20QUESTIONS >>

Publisher,

1. How did you get into the industry?

I worked here when I was fifteen years old, cleaning tools and sweeping floors after school. I got a scholarship to go to college at BYU. I wanted to get a business degree, so I never had to work in the HVAC industry. I ended up coming back. I took over as GM and then the owner sold it to me. He carried the note.

2. How big was the company when you made the acquisition?

Eleven employees and about $1.6 million in revenue.

3. And where are you now?

We’re at 155 and we should do $35 million this year in Fresno and $50 million in California.

4. Why did you rebrand Lee’s?

The cost of advertising gets expensive when your brand is terrible. I think you can grow almost any brand, it’s just a matter of cost. How much do you want to spend to grow it? I realized that if I wanted to get stronger in our market, I was going to have to spend the money to rebrand.

5. What were the results like?

We had three times as many phone calls for the same amount of advertising dollars. In fact, we overloaded the CSR staff. We had a thousand abandoned calls in one day once it was shocking. We fixed that, but I wish we would’ve done the rebrand sooner!

6. With explosive growth how do you handle the labor in your market?

Everyone talks about the labor shortage. There’s no labor shortage. It doesn’t exist. It’s a figment of your imagination. There’s a difference between what you’re willing to pay and what the market is demanding. That’s the problem. If you start paying appropriately, you’ll have people knocking on your door from everywhere trying to come work for you. It’s the reality of the situation. People are trying to pay $18 an hour for installers right now. You can get $18 an hour working at Taco Bell. Why would I crawl in attics for $18 an hour?

7. What is your pay scale?

It depends, keep in mind, that we have our own school, and we pay those people to attend school. When they get out, they will be making $70,000 a year with their bonuses. And once they have experience, they can earn $150,000. We had a couple of technicians making over $200,000 in Las Vegas.

8. Would you explain more about your training program?

We have two full-time trainers, one for HVAC, and one for plumbing, and it’s a separate training

building. We have an HVAC lab and a plumbing lab. There are real-world installation tests they must pass with attics, rafters, and insulation.

9. What type of tests are we talking about?

They must pass written and working tests. We graduated 20 installers from the HVAC side and then got our first 110-degree day and half of them quit. It was disappointing because we had spent all that time and money training them. We learned that if you train them in the off-season, it’s not realistic. We decided to make the lab real world and installed a furnace that heats the lab to 130 degrees. We wanted to weed out individuals who wouldn’t make the cut early in the process before wasting a lot of time and money.

10. Are you the spokesperson for Lee’s?

No. We use our employees. They get excited they’re going to be on TV or one of our billboards. One of our guys, James Bushman, was on a billboard. He took a picture of it, blew the picture up, signed it, and gave me the picture as a present. It was great. He was having fun and I appreciated it.

11. Would you tell us about how you get involved with the community?

One of the campaigns we did was with Valley Children’s Hospital. They have a children’s cancer ward. They are all young. The kids are there for six months and their parents live in RVs outside the hospital. It’s tough on all of them. We were running a big billboard campaign and we wanted to get the kids involved.

12. How did you do that?

We bought them colored pencils and paper and asked them if they could draw us a billboard with our name on it. We had rainbows, unicorns, and robots. They have great imaginations.

13. Were you able to use them in your campaign?

We used every one of them… [Tom gets choked up] We turned them all into giant highway billboards. We had them professionally photographed and then made baskets to give to the kids. Inside the basket was the photo, a certificate that said,

“Honorary Lee’s Marketing Representative” as well as Nintendo Switches. The billboard company found out what we were doing, and they made custom miniature billboards that were a foot tall, so the kids had their own personal billboards. The kids just absolutely loved it. (To see the drawings, go to Leeair.com, then, About Us, or See Us Around the City)

14. You also had a major marketing redesign of your fleet. How many vehicles did you wrap?

One hundred twenty-five…

15. How did you come up with the idea for this fleet design? We hired a firm to create the design.

16. How did you choose the colors and logo?

We wanted to establish an easily recognizable brand and one that would make a lasting impression. One that was professional, cohesive, trustworthy, and reliable. As far as colors we liked the avocado green and navy.

17. What type of investment have you put into your fleet marketing campaign?

We did this during the pandemic so the price to remove the old logos and rewrap our vehicles got expensive quickly due to a shortage of supplies and price increases for the vinyl. We’ve spent about half a million dollars rewrapping our whole fleet. Also, to promote our rebrand, we spent heavily on billboards to showcase it.

18. Have you seen a return on this investment?

Yes, a tremendous return. We grew about 30% year over year when we implemented the new brand at the end of September 2020 and another 27% the following year.

19. How have customers responded to your fleet design?

The customer response has been great. Overall, they have felt an enhancement in the overall customer experience and added a level of professionalism and credibility.

20. How have your employees responded?

It brought us even closer. We discussed company culture earlier. This is just another example of something smaller impacting the whole.

Terry Tanker met with Tom Howard, Owner of Lee’s Air Heating and Plumbing in Fresno, California. The two discussed rebranding a company, training, finding and paying service technicians, and involvement in the community.

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