HVACR BUSINESS JUNE 2020 by HVACR Business

It Takes a Lot to Be a Winner Pete Grasso 4

Overcome Self-Doubt Brigham Dickinson 12

Build a Self-Managing Service Business Kenny Chapman 14

A Powerful Personal Brand Keven Prather 18

Keep Your Team Engaged Jodie Deegan 21

HVACRBUSINESS.COM JUNE 2020 / VOL.15 / NO.6

DESIGN

EXCELLENCE FLE ST ET DE SIGN CONTE

ALSO INSIDE Â» Industry News .............................................................5 Ruth King: Marketing to Save Profitability ..................................17 Product Focus .............................................................20 20 Questions with Lanny Huffman President of Hickory Sheet Metal .............................22

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CONTENTS

JUNE 2020 / VOL.15 / NO.6

F E AT U R E S

Tops in Trucks Fleet Design Contest This year’s winners — Comfort Cavalry Heating & Air, Comfort Matters Heating and Cooling and Zen Air Heating & Cooling — showcase fleet designs that set themselves apart from the competition. By Pete Grasso

How to Overcome Self-Doubt

Build an Effective, Self-Managing Service Business

Get past the fear of failure that may be holding you and your business back. By Brigham Dickinson Planning and strategic analysis go a long way toward entrepreneurial freedom. By Kenny Chapman

C O LU M N

3 Easy Marketing Activities to Help Profits Now

The Wealth-Building Potential of a Powerful Personal Brand

Keep Your Team Engaged During the Busy Season

D E PA R T M E N T S

Editor’s Notebook

Industry News

Product Focus

20 Questions with Lanny Huffman

A lot goes into putting together a striking, memorable fleet design — and our judges take it all into account. By Pete Grasso

President of Hickory Sheet Metal and chairman of the Air Conditioning Contractors of America (ACCA)

To salvage 2020, profitable cash generation is critical. These three simple things can help you do just that. By Ruth King A powerful personal brand is a declaration of who you are, what you can do and what you stand for — as well as an astoundingly effective way. By Keven Prather If your employees don’t feel like they’re a part of the company or that they’re appreciated, the money they’re earning won’t be strong enough to keep them. By Jodie Deegan

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THE HVACR MANAGEMENT MAGAZINE

EDITOR’S NOTEBOOK

BY PETE GRASSO

TERRY Tanker Publisher ttanker@hvacrbusiness.com PETE Grasso Editor pgrasso@hvacrbusiness.com

It Takes a Lot to Be a Winner

s someone who used to work in advertising/ marketing/public relations, I understand the importance of having a solid brand.

From your own personal brand to your company’s brand, what you stand for and what your customers know about you is critical. I stumbled upon an interesting article the other day that takes an atypical stance on branding. Too often, when you read or hear about branding, it’s all about your branding campaign. This article, however, focuses on aligning consumers with your brand. Companies often believe that they can change consumers’ perceptions of their brand by embarking on big advertising and marketing campaigns. They use updated logos and celebrity spokespeople to signify changes in their attitudes and behaviors.

“No one is able to read that while driving past your vehicle,” he continues. “Leave that information to your website and other media.” Our judges certainly had their work cut out for them. Every year, we recieve many questions regarding the contest and how the winners are chosen. So, to give you a better understanding of our judging process — as well as tips as you create your next fleet design — I thought I’d share some transparency here.

A lot goes into putting together a striking, memorable fleet design — and our judges take it all into account.

In essence — and I hope you know this already — your brand is more than simply your logo and your company slogan. Your brand is how consumers view you and what you stand for — ideally, you want your target customers to align themselves with that brand and strengthen your position by appealing to them. Make your brand something your customers — and employees — are proud to be a part of and it will be the most powerful tool you have. That brings us to our Tops in Trucks Fleet Design Contest — our annual tribute to the very best in fleet vehicle graphics and cutting edge branding and advertising. With all that is going on in the world, we worried that this year’s content might not be as strong as year’s past. It’s certainly understandable for you to have more pressing issues on your mind. Of course, we were absolutley wrong. We recieved more entries this year than last — many of which came in within the last month — during the height of the pandemic. In fact, a few of our finalists actually implemented their designs shortly before or during this global crisis! “When it comes to fleet design, remember that a majority of the time your fleet vehicle is being recognized by a potential customer that is driving or a passenger in their own vehicle, so your brand has to be quickly identifiable in addition to your contact information,” says Joseph Kalinowski, creative director for the Content Marketing Institute. “Avoid ‘the kitchen sink rule,’ where you feel the

need to list every service you offer on your vehicle.

HVACR BUSINESS JUNE 2020

Each entry is judged on eight different criteria — yes, that’s right, eight! Sure, it would be easy to simply go through the submissions and say, “I like this one; I don’t like this one ... and so on.” But that’s just not how it’s done.

Using a five point scale (1 being “poor” and 5 being “superior”), the judges score the following categories. Graphic Appeal: Is it attention-grabbing and eye-catching? Does it stand out? Is it industry-specific and unique? Quality Logo: Is the logo interesting and appropriate? Does it pop? Information: Is there enough information, but not too much? Information should not be overwhelming. Does it include company name, phone, website, services? Lettering: Is the lettering legible, clean, readable? Color: Are the colors bright, vibrant and bold? Are they complimentary, or do they clash? Legibility: Is the design crisp and readable from a distance? Creativity: Does the design create interest? Does it appeal emotionally? Does it stand out as unique? Consistency: Is the theme used on all four sides of vehicle and for all vehicle body types? If you’re thinking about wrapping your trucks for the first time, or perhaps you’re ready for a refresh — or even a complete rebranding, keep this criteria in mind. It will help you not only come up with a great design for your fleet, but also a brand that will stand out. And, of course, don’t forget to send us your photos and entry form for the 2021 Tops in Trucks Fleet Design Contest. u

MEGAN LaSalla Art Director mlasalla@hvacrbusiness.com BRUCE Sprague Circulation Manager bs200264@sbcglobal.net BARBARA Kerr Executive Assistant bkerr@hvacrbusiness.com

ADVERTISING STAFF EAST COAST/SOUTHEAST JIM Clifford Regional Sales Manager Tel 201-362-5561 Fax 201-334-9186 jclifford@hvacrbusiness.com MIDWEST ERIC Hagerman Regional Sales Manager Tel 216-409-3246 Fax 440-731-8750 ehagerman@hvacrbusiness.com WEST COAST TERRY Tanker Publisher Tel 440-731-8600 Fax 440-731-8750 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©2020 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 ©2020 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.

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INDUSTRY NEWS » Emerson Offers Free Online Learning Programs to Support HVACR Industry

Panasonic Selects Quantum Cooling to Deliver VRF, Mini-Split and Fresh Air Solutions in Florida

ST. LOUIS — Emerson announced it will support customers during the worldwide COVID-19 outbreak by offering free online courses through the remainder of 2020. The most up-to-date information on Emerson products including Copeland compressors for air conditioning and refrigeration applications as well as refrigeration equipment will be available online.

NEWARK, N.J. — Panasonic announces that Quantum Cooling, an independent HVAC manufacturers’ representative firm, will distribute Panasonic VRF and mini-split equipment, including its new ECO Ventilate Packaged Dedicated Outside Air Systems (DOAS), to its customers in Florida.

“We realize that our customers in the HVACR industry are undergoing tremendous disruption during this global pandemic,” said Brad Thompson, director, technical services. “In many cases, they are working with fewer personnel and making big changes to the way they are accustomed to doing business. “Encouraging our customers to continue their professional education during this challenging time is one way we can help them to adjust to their changing circumstances.” One of the free learning plans highlights the new Copeland ZPS*K6/KC two-stage scroll compressor, including product application, basic operation, device layout and connections and resources for product support. Training is available at education.emerson.com. Other contractor training can be accessed at climate.emerson.com/en-us/training-support/contractor-resources. Free online training will be valuable to contractors, wholesalers, end users and original equipment manufacturers (OEMs) who want to stay up-to-speed on new HVACR technologies. >> emerson.com

Dedicated to energy efficient HVAC design and green building methods, Quantum Cooling customers will have access to the latest Panasonic climate control solutions as well as its robust services and support team. By working with the Quantum Cooling team, Panasonic will introduce fresh air systems to new customers across the Florida region. With a focus on quality and end-to-end support, the Quantum Cooling team brings 20 years of industry expertise specific to HVAC equipment and mechanical engineering to offer its customers top-of-the-line products and services. Additionally, with its emphasis on not only VRF and mini-split solutions but also fresh air systems, Quantum Cooling aims to create improved indoor environments for commercial customers alike. “After working with the Panasonic team for over 15 years, I knew Panasonic would be the right HVAC manufacturer to collaborate with when it was time to launch my own firm,” said Heather Hsi, president, Quantum Cooling. “Not only does Panasonic provide quality products, but its team is truly dedicated to providing the support and services its partners and customers need. Fresh air is more important now than ever, and by collaborating with Panasonic, Quantum Cooling is able to offer our customers a complete services and support package, with a focus on fresh indoor air solutions.” >> us.panasonic.com/hvac

RectorSeal Launches On-Demand Training with RectorSeal, Free Online Classes with Experts HOUSTON — On-Demand Training with RectorSeal is available free to individuals or groups of HVAC service technicians and can also be used by RectorSeal’s wholesale distributors and manufacturer’s representatives. The 20 to 40-minute classes cover topics, such as condensate management, refrigerant leak sealing, lineset flushing, HVAC chemicals for cleaning, compressor starting, surge protection and many other categories. Participants can register at rectorseal.com/class-registration to schedule a particular course and time/day. Registrants receive a confirmation email and receive an invitation on their Google, Outlook or other calendar options. The class uses the interactive screen-sharing, VoIP audio, webcams and chat messaging of GoToMeeting software, which is free and doesn’t require downloading for a Wi-Ficonnected PC, tablet or laptop (a separate phone for audio interaction is best). A prerecorded library of GoToWebinar video sessions is also catalogued and available any time. Most classes qualify for North American Technician Excellence (NATE) Continuing Education Units (CEU). Jerry Myren, inside sales manager and product trainer, a 26-year HVAC veteran who heads RectorSeal’s overall training efforts, is the program’s facilitator and trainer. Myren is certified under NATE and Environmental Protection Agency (EPA) Section 608. Myren has published many stories in trade publications, and also conducts classes for NATE and HVAC Excellence. “Improvements in Internet training capabilities and its interactive tools now make this unique one-on-one training accessible and very convenient for service technicians and contractors and helps them stay abreast of HVAC/R installation guidelines as well as trends,” Myren said.

Victaulic Adds Virtual Access to Renowned Continuing Education Program EASTON, Pa. — Victaulic is now offering free virtual courses from its accredited and award-winning Victaulic University program to construction professionals around the world. Growing demand for more versatile training options and shrinking access to traditional classes given the COVID-19 pandemic presented an opportune time for Victaulic to make its robust catalog of courses, many of which offer International Association for Continuing Education and Training (IACET) Continuing Education Units (CEUs), available to industry professionals such as owners, engineers, contractors, architects and designers online. “The launch of Victaulic University’s virtual platform is another successful result of collaborating with customers to help solve their challenges,” said Eric Luftig, vice president, at Victaulic. “We are pleased to introduce an innovative and convenient way to support the industry’s need for high-quality education.” Victaulic has instructed 175 live sessions since March, attracting approximately 7,200 virtual learners from 99 countries. Attendance is growing rapidly as Victaulic adds new content and more users discover the program. “The Victaulic education program presents valuable information in a well-organized and easily understood fashion,” said Mike Stossel, senior design manager at KNS Sprinkler Design and a recent Victaulic University participant. “The content is extremely insightful, and we look forward to participating in more courses in the future.” >> victaulic.com/learn

>> rectorseal.com/class-registration

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HVACR BUSINESS JUNE 2020

FLE ST ET DE SIGN CONTE

BRIGHT & BOLD

BY PETE GRASSO

isibility goes a long way toward keeping your company top of mind, and there’s no better way to market your company than through your fleet of vehicles. Now in its 14th year, our annual Tops in Trucks Fleet Design Contest celebrates excellence in design, creativity and the contractors who embrace this bold form of marketing. “This year’s winners have a complete common theme across their fleets: Bright and bold, easily recognizable branding”

HVACR BUSINESS JUNE 2020

“My best advice is do not cut corners … if you can’t do it and you can’t go 100 percent, don’t do it at all.” — Emily McGrath, Comfort Cavalry says Joseph Kalinowski, creative director for the Content Marketing Institute. “In addition, the large and identifiable logo or icon is paired with minimalistic copy. The company’s pertinent contact information is unencumbered and placed where the eye can easily be drawn to it.” Brightly colored, attractive vehicle

wraps make your company vehicles stand out from all the other cars on the road. Unlike radio ads or print ads that interrupt a potential customer, a well-done truck design attracts attention without disturbance. Customers can easily spot your message without distraction from what they’re doing.

Branding can be expensive — but it doesn’t have to be. Many contractors have found that investing in fleet branding is an easy and affordable way to get their company’s name in front of potential customers … as long as it’s done right. “When looking at this year’s fleet winners, if their vehicle is parked outside a residence or driving down the road, the first thing that would draw my attention is their logo/icon and bold colors,” Kalinowski says. “Notice that each of these vehicles have a logo that serves as a large focal point on the vehicle. The winning designs recognize that brand recognition is key.”

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WINNER

logo change at the same time.”

Comfort Cavalry Heating & Air

The judges loved the simplicity of the design coupled with the large, can’t-miss smiling sun logo that welcomes customers and potential customers alike.

Antioch, Ill. | 6 vehicles

Other than the big, bold smiling sun logo, the most noticeable aspect of Comfort Matters’ design is the striking yellow and blue colors of the van. Yellow is certainly a bold choice for an HVACR company, and it actually came about purely by accident.

KEVIN & EMILY MCGRATH, OWNERS Branding that may work for you when you start out as a small, local company might not translate to who you are as a company when you begin to grow. That was the case for Comfort Cavalry Heating & Air. “Our name originally was Antioch Heating, which is the town that we live in; and we really chose that name because we wanted people to think small hometown company,” says Emily McGrath, co-owner of Comfort Cavalry. “When we expanded, when we started hiring and getting bigger — because we’re right on the Wisconsin border — we’d get a lot of calls for people asking if we service Wisconsin.” The growth and expansion of service area led the McGraths to the decision to rebrand this past August. Not to mention, a desire to work with Dan Antonelli from KickCharge Creative. “I’ve been following Dan’s work forever,” McGrath says. “It really just felt like the right time to reach out to him when we did.” KickCharge helped the McGrath’s develop their brand to pay tribute to being a Veteran-owned and -staffed business. The

“The first truck I had when I started the company came from auction, and it was yellow,” Hickman says. “The colors on our trucks now keep things new, which help us stand out from the competition.”

“Our brand has made an impact, not only locally, but nationally as well.” — Corey Hickman, Comfort Matters colors were chosen to reflect the uniform worn by the cavalry. The judges appreciated the uniqueness of the overall concept and the attention to detail in the Comfort Cavalry truck design. “I love the name and I love the plaque that Dan did with the name on it,” McGrath says. “It’s so put together and it’s nice because I feel like we really have a great brand that we’re able to communicate with people now better than we were with our last.” After just six months with the new branding and trucks on the road, Comfort Cavalry saw a staggering 114 percent growth.

If they had to do it all over again, McGrath says the only thing they’d do differently would be to implement it a lot earlier. In fact, the best advice she has for any rebranding or truck design is simple: hire a professional. “It’s an investment in your company and in your brand,” she says. “My best advice is do not cut corners … if you can’t do it and you can’t go 100 percent, don’t do it at all.”

“Our brand has made an impact, not only locally, but nationally as well,” he says.

WINNER

Zen Air Heating & Cooling Suwanee, Ga. | 5 vehicles EDDIE MCDONALD, OWNER

WINNER

Some companies rebrand simply because they feel its time for a change. Others, such as Zen Air Heating & Cooling, go through a rebrand out of necessity.

Comfort Matters Heating and Cooling Maple Grove, Minn. | 14 vehicles

“I’ve owned this business for about four and half years,” says Eddie McDonald. “Previously, it was a part of the Temperature Pro franchise.”

COREY HICKMAN, OWNER Comfort Matters Heating & Cooling is a customer focused heating and air-conditioning company that was started with a strong focus in providing the best customer service and quality available. So what better way to convey that with their brand than a giant, smiling sun on their trucks? “Our community can’t miss the smiling logo … it’s very positive,” says Corey Hickman, owner of Comfort Matters. “They love the look and they tell us it makes them smile.” When in 2016 Hickman decided it was time for a new design for his fleet of trucks, he turned to a design firm he’d met at Service World Expo. “We worked with Dan Antonelli at KickCharge Creative,” Hickman says. “In addition to the truck design, we also did a

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As far as a return on investment for wrapping his 14 vehicles in this winning design, Hickman says it has been great.

A mere two months ago, McDonald left the franchise, but the new branding and the design for Zen Air was something he’d actually been working on for more than a year. “There’s so many companies with, you know, Bob’s Heating and AC, or just the family name or whatever; I wanted something different,” McDonald says. “Then I started thinking along the lines of when people are in their home, what is something that represents the state that they want to be in? They want to be in an ideal comfort state.” It was then that Zen popped into his mind and Zen Air was born. He jotted down all his ideas for the brand and started Googling ‘HVAC truck wrap design.’ continued on page 8

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continued from page 7

“I looked at hundreds and hundreds of images, and almost every one that I really liked had been done by Dan Antonelli at KickCharge Creative,” McDonald says. “I got in touch with him immediately and we started working together.” After telling KickCharge his ideas and color preferences, they came back to him with a number of different options from which to choose. “All the ones they came up with were great,” McDonald says. “I wanted the design to convey that feeling of satisfaction, or comfort.” Not surprisingly, the judges all agreed that the concept and colors for Zen Air are unique and stand out from any design in the competition. His favorite aspect of the design, not surprisingly, is the polar bear. In fact, one of his technicians reported a guy walking down the road next to him, smiling, doing the little symbol with his hands that the bear’s doing. “We’ve had a tremendous amount of positive feedback,” McDonald says. “I’ve actually been trying to come up with a name for the bear, but haven’t settled on one yet. I was thinking about making it a contest.”

RUNNER UP

6 & Fix Heating & Cooling Raleigh, N.C. | 43 vehicles NICK SCARNECCHIA, OWNER When coming up with a new brand for his company, Nick Scarnecchia

HVACR BUSINESS JUNE 2020

“There’s so many companies with, you know, Bob’s Heating and AC, or just the family name or whatever; I wanted something different.” — Eddie McDonald, Zen Air decided to hire a marketing firm to conduct a focus group on what homeowners want most out of a company. The answer came back: immediate service. “From that information, we decided to rename, restructure and rebrand our business entirely in order to provide same day service for HVAC repairs,” Scarnecchia says.

The name is not the only unique thing about 6 & Fix’s bold design … the judges also appreciated the color palette, which is something they haven’t seen in the competition before. “Many HVAC companies use red and dark blue, to represent hot and cold,” Scarnecchia says. “We wanted to

differentiate ourselves and use brighter colors that would stand out better.” After spending a little more than $160,000 to rebrand the company with a new logo, point-of-sale material, website, then the trucks and all mass media advertising, Scarnecchia says they’ve absolutely seen a return on investment. “We have been in business since 1987 and up until 2013 we only had 9 trucks,” Scarnecchia says. “Now, with our rebranding initiative, we have grown our fleet up to 43 trucks and so much more in annual revenue.”

The concept is simple: Call before 6 p.m. and get same day service. It’s a promise boldly declared on the company’s website, accompanied by a countdown clock to 6 p.m. each day.

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RUNNER UP

Lion Home Service Fort Collins, Colo. | 39 vehicles BARTON PALMER, OWNER One of the many positive side-effects to a new company brand is often a boost to company culture. That was certainly the case when the Lion Home Service brand was rolled out in 2018. “There was a huge bonus to company culture when we rolled out the lion brand,” says Donja Medina, marketing manager for Lion Home Service. “The techs love the trucks.” The initiative was a total team effort. One day, the team went out to dinner brainstorming names. Then, as everyone drove around town they took pictures of service trucks. “We created a poster in the office with all the photos of area service trucks, and saw the market demanded a yellow and black truck,” Medina says. “Then we turned to 99Design and held an online logo contest.” The winning designer was Fakih Amri from Artpaper, and from there it was merely a matter of wrapping the company’s 37 Nissan High Tops and two Peterbilt septic trucks with the bold, black and yellow design. The judges were drawn to the simplicity and boldness of the design — something they believe also draws in customers.

“We track the phone number on the trucks,” Medina says. “In 2019, we tracked $40k in revenue directly to the truck phone number, and so far this year we’ve tracked $16k to date.”

RUNNER UP

Paschal Air, Plumbing & Electric Springdale, Ark. | 85 vehicles CHARLEY BOYCE, OWNER Charley Boyce is no stranger to the Tops in Trucks Fleet Design Contest. After taking ownership of Paschal Heat, Air & Geothermal in 2012, he hired an in-house marketing coordinator with a graphic design background to refresh the then 45-year-old company’s look.

The result was a Runner Up placement in the 2014 Tops in Trucks Fleet Design Contest. As Boyce continued to grow the company from that point, they seemed too to outgrow the branding. “We had continued to experience yearover-year, double digit growth,” Boyce says. “We were building a new building;

looking at adding plumbing and looking at adding electrical … we had a lot of momentum in the marketplace. “We had a lot of brand awareness, but as we were going to move into the new facility, and as we were adding plumbing and these other divisions ... we couldn’t scale that old logo,” he continues. “We couldn’t just keep saying, ‘and plumbing and electrical.’” That’s when he decided it was not only time to change the name to Paschal Air, Plumbing & Electric, but also to refresh the brand — including his trucks. This time, he turned to help outside the company and hired Dan Antonelli and KickCharge Creative. “We didn’t necessarily need a total clean slate,” Boyce says. “ We’re actually doing pretty well, but we just needed to freshen this thing up, bring it into today’s standards.” The result was a refreshing updated to Paschal’s iconic “circle P” logo and traditional dark blue and cyan color scheme, all of which received high marks from the judges. continued on page 10

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continued from page 9

HONORABLE MENTION

Encon Mechanical Corporation Ocean Township, N.J. | 45 vehicles DAVID INDURSKY, PRESIDENT When it comes to fleet design, it’s fair to say that mechanical contractors get to play by a different set of rules than residential companies. While branding is important, the amount of information required on a mechanical contractor’s truck is minimal, since they don’t rely on them as heavily for advertising. Perhaps that’s why, when a mechanical contractor’s truck stands out, the judges get excited.

The bold graphics paid off, as the judges were pulled into the design and immediately wanted to learn more about the company based off the trucks.

HONORABLE MENTION

Encon has invested approximately $41,000, and plans to wrap the rest of the fleet for a total spend of $133,000.

Streamwood, Ill. | 2 vehicles

“We just launched the new fleet branding in March, however, as one of the largest fleets in our industry in New Jersey, we foresee a big return on investment in the out-of-home advertising with our technicians on the road 24/7 — especially using our strategy to cover the entire vehicle vs. just having our logo on one side,” Indursky says. “We also plan to integrate our fleets in our social media and other marketing efforts.”

On The Mark Heating and Air began with the idea that treating everyone like family was not only the right way but also the responsible way to run a business.

On the Mark Heating and Air MARK PORTUESE, OWNER

Having implemented his new design on only the 15th of March this year, it’s too early to tell how much of a return on investment On the Mark Heating and Air will see … but if the initial impressions are any indication, Owner Mark Portuese will be very pleased.

“Customers love it and have told me several times that it looks like a national brand,” Portuese says. “I see heads turn everywhere I go.” If turning heads and attracting attention is what Portuese was going for, then the judges agree that he definitely hit the mark with this design. Poised for expansion, Portuese decided to begin with the branding and turned to KickCharge Creative to design his company’s look. “Dan (Antonelli) selected our colors because they’re unique to our market,” Portuese says. “I love how the design is eye-catching and yet simple to the point … even the font was carefully selected to stand out.”

“We did a 360-degree rebranding in 2019 as part of our 50-year anniversary,” says David Indursky, president of Encon Mechanical. “The new logo came first and inspired all the other branding assets including a fresh new design of our offices.” When it came to their trucks, Indursky says it was an interesting process. “Our vans used to have a lot of words and stuff on them,” he says. “And as we worked with a marketing company, we came to the realization that we live in a world of people looking stuff up. “They’re not reading our vans on the side of the road,” Indursky continues. “And before you knew it, we had big bold graphics.”

HVACR BUSINESS JUNE 2020

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HONORABLE MENTION

Professional Heating & Air Hammond, La. | 13 vehicles JAMES BARRAS, OWNER Since the Yellow Pages fell out of fashion, so too did putting an “A” before your company name. Perhaps that’s why the first suggestion A-Professional got when undergoing a rebranding was to drop the “A.” “The name change took a minute for everyone to buy into,” says James Barras, owner of Professional Heating & Air. “But now everyone sees the benefit of what we did.

“We have 12 vehicles with the design, which cost about $3,500 each to do,” Barras says. “But people call in now just because they see the vans everywhere.” Simplicity and color scheme are two things the judges gave high marks for on this design. It certainly would be difficult to miss the bright, bold design emblazoned on the company’s trucks — it’s simple, yet memorable. u

Pete Grasso is the editor of HVACR Business magazine. To download an entry form for the 2021 Tops in Trucks Fleet Design Contest, visit hvacrbusiness.com/topsintrucks.

The rebranding effort — which began with the name change and the vehicle wraps — was implemented about three years ago. Barras hired Graphic D-Signs, which itself has rebranded since then as KickCharge Creative.

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HVACR BUSINESS JUNE 2020

HOW TO OVERCOME SELF-DOUBT Get past the fear of failure that may be holding you and your business back. BY BRIGHAM DICKINSON

n life, the things people say about us, or the things we say about ourselves, can shape the way we see ourselves. Self-doubt can keep us from meaningful relationships and can keep our individual accomplishments from ever being realized. It’s easy for the criticisms people make of us to become part of who we are. Take me, for instance. When I was young, my parents believed I was hyperactive. They were terrified I would hurt myself or someone else and always tried to keep me in line. This story shaped my entire childhood and stuck with me as an impediment throughout high school. My grades and poor self-esteem came as a result of self-misperception. In my early 20s, I took an ADHD test, and miraculously, my hyperactivity had disappeared, almost like it was never there to begin with. As I look back now, I am not sure I ever had ADHD. My parents were not at fault. They were doing the best they could with a crazy, energetic kid. I am one of six kids, and my mother always told me that if I was the first born, I would have also been the last

HVACR BUSINESS JUNE 2020

That thing that you want to accomplish may not come as easy to you as it does for others, but you can still do it as long as you’re willing to pay the price. born. She’s not being mean, just sincere.

up to us to tear it down.

ADHD, whether I have it or not, does not make me who I am. The stories we tell ourselves or let other people tell us about us can become part of who we are and damage our ability to act the way we want to act. Impediments, real or imagined, are only impeding if we let them.

We’re the authors of our own lives. The stories we choose to believe are the ones that will shape us in ways we can’t imagine, both in life and business. The hardest part of understanding that and using it to better yourself is that we want to believe other people are right and know us better than we know ourselves.

When I lost my first business, I was so tempted to give up and say, “I can’t do this anymore.” But I fought back. I overcame self-doubt and built a better, stronger company by becoming a better leader. We all face challenges every day, and some of them seem too difficult to overcome. Our failure in the face of these tasks can build a creeping sense of self-doubt within us: a wall of our own construction that prevents us from moving forward. But if we’re the one building the wall, it’s

The truth is, when you or others say, “I can’t,” this is a lie. You can. That thing that you want to accomplish may not come as easy to you as it does for others, but you can still do it as long as you’re willing to pay the price. The phrase, “I can’t,” does not exist. It’s not real. The truth is right now, “I won’t.” The thing that holds us back from being physically fit happens to be the same thing

that keep us from being great leaders. It is the same thing that keeps us from being the best parent, a wonderful spouse, an incredible business success or even a kind neighbor. It is all for the same reason. Right now, “I won’t.” This means that the self or social doubt, we choose to internalize, builds an imagined wall that keep us from doing the hard work necessary to move forward. Failure from time to time is part of the program. If we get negative feedback from our customers or clients, or we lose business deals because we make a mistake, there will be a moment when the people we do business with will try to break us down. They’ll tell us we aren’t fit to run a business; they’ll question why we worked with them in the first place. When that moment comes, we need to be prepared not to incorporate this criticism into ourselves, creating self-doubt, but use it to move forward and build a stronger business and a stronger story.

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EXERCISE OPTIMISM Say we’re committed to working out, building ourselves up physically so we can be healthier and more productive. Every day, we go to the gym, run through some exercises, and get a little stronger. This goes on for months, until one day we injure ourselves, and can’t go back to the gym for a month. We have a tendency to believe all that progress we worked so hard to make will vanish, and we can be tempted to drop our training regimen and give up on fitness completely. We have proximity 206 bones surrounded by 650 muscles in our bodies. You can exercise through injury. That is, if you are willing to change your attitude and routine. Optimism is a lot like a muscle. Every time we interact with someone or deal with a challenging situation, we can choose to exercise that muscle. But then something really bad happens, and our negative human tendencies take over. We become consumed by what we think is our failure, and it shapes our future thinking. We don’t go back to the gym and sink into our own self-doubt. An injury can beat you once because you have to change your routine for a while. You decide whether it beats you twice if you quit or have a poor attitude because of it. But when we whine, we feel worse. We’re less productive. We’re more likely to let opportunities and moments pass us by, because we just can’t see them. And while we’re sitting on the couch and giving up, we’re doing more damage to ourselves than the initial injury ever could. A month of recovery becomes a lifetime of complacency and fear. And it wasn’t because we could not. It is because we would not. A decade ago, I found myself facing bankruptcy. A merger I had planned with a software company didn’t work out, and the business fell apart. I was terrified, because I had to provide for my family and I had nothing left. It would have been so easy to give up, but what would happen to my wife and kids? Instead of letting this temporary defeat crush me and lead me into a lifetime of negativity and failure, I drove from Florida to Utah, moved into my brother-in-law’s basement and started working to rebuild my business. I tried to be as optimistic as I could, found a way to pivot into an industry that fit my talents

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better, and started training call center operators to make real connections with their customers. It was a success for both me and my client, and it’s the fuel that’s kept me going through today.

PEOPLE CAN LEARN AND GROW Events and other people in our lives will try to tear us down, to bring us to their level, to make us say, “I can’t,” and stop pursuing our dreams. We’ll get kicked around but getting back up is always up to us. An example: toasters are great. They’re the best way to make toast or reheat a frozen waffle or crisp a bagel. They’re very good at the one thing they do. But if you take it outside and drop-kick it down the street, it’ll be less effective. If you do that enough, it’ll break.

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People aren’t like that. For us, adversity is a chance to learn and grow and find better ways to approach problems in the future. Unlike the toaster, we can come back from our failures even stronger. Adopting a toaster mentality — that you’re only as good as the thing you do — can hold you back. It can prevent your business from growing and keep you from converting leads into revenue. If you choose to be a toaster, eventually you will break. Instead of giving up, find time to exercise those muscles of optimism, and become more resilient in the face of those stories people tell you about yourself. By not giving up when things get tough, you’ll become stronger, and so will your business. u

After incorporating these principles into his own life, Power Selling Pros president Brigham Dickinson wrote “Patterned After Excellence” to share his experiences and lessons with other business owners. He started Power Selling Pros in 2009 when he saw that call handlers needed assistance consistently converting calls to bookings. His experiences led him to write Pattern for Excellence, a 2016 book about engaging customers and creating Wow! moments. For additional information, visit powersellingpros.com.

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HOW TO BUILD AN EFFECTIVE, SELF-MANAGING SERVICE BUSINESS Planning and strategic analysis go a long way toward entrepreneurial freedom. BY KENNY CHAPMAN

n 2007, when I returned to my company after six months of exploring 27 states with my wife in our motorhome, there were a lot of questions coming my way. The most popular ones involved some version of “How did your company do while you were away for so long?” The second most common question was from my entrepreneurial peers asking if I could help them figure out how to create similar freedom for themselves (in case you’re wondering, my company had its best year to that point). Building a company that essentially functions at a high level of effectiveness without your full-time involvement takes some planning and strategic analysis, but when you focus on the correct elements, it can become your reality. The journey to building an effective self-managing company starts with considering why you want to be less involved than you are right now; it’s truly different for everyone. Understanding your personal motivation will help you along every step of this journey, especially

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Think about what level of independence you’re looking for your business to provide and start with small steps based on your personal goals and long-term vision. when you encounter an obstacle. Are you driven by spending more time with your family? Are you driven by the desire to travel? Are you driven by the possibility of selling the company for top dollar? It could be a combination of those, or it could be something completely unique to your situation. Personally, I wanted to travel and also took it as a personal challenge to see if I could build an elusive self-managing company. After you’ve decided why you desire this type of company, it’s time to define exactly what “self-managing” means to you and build your overall vision around it. There are no right or wrong answers here; it’s up to you! Many owners have a hard time with this, based on their own limiting beliefs

and those of people around them. These limiting beliefs usually show up as excuses for why a self-managing company is absolutely impossible in their situation. I’ve heard them all. “I need to be in the business every day,” “My company isn’t the right size,” “I don’t have the right people” and on they go. Get those excuses out of your head RIGHT NOW. You don’t need to be micromanaging. The perfect time to start is whenever you decide to start, and you can either find or develop the “right” people to support your vision. When I left my company in the motorhome’s rearview mirror for six months in 2007, my vision was clear: I wanted the company to exceed the previous year’s profitability for that period without walking through the physical doors of the company, having only strategic coaching and

reporting meetings with key managers along the way. Did I need to help my managers through some things that came up along the way? Absolutely. My vision became reality, however, because I set the company up for success before I left. Think about what level of independence you’re looking for your business to provide and, if it’s more comfortable, start with small steps based on your personal goals and long-term vision. If you want to spend more time with your family, maybe build your plan around leaving earlier in the day so you can attend soccer games or have time for dinner with your spouse consistently. Once you’ve gained clarity about why you want it and what it looks like, there are four main aspects to consider as you build your business to fit that vision: people, systems, accountability and finance.

PEOPLE I think it’s clear that the term selfmanaging doesn’t mean there aren’t managers involved; it just means you don’t

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need to be in a full-time management position, and the business is strategically built to be a well-oiled machine. In my company, I maintained what I referred to as a “Board of Directors” role, with two key managers who reported to me and got me involved in large decisions. I worked with both of them for months before I left regarding their roles, expectations, reporting, and strategies. The key to putting the right management in place for this type of company is that they are already good at, or you groom them to become good at, running and managing systems.

SYSTEMS The goal in a self-managing company is for your people to be extremely effective at running systems that have consistently created positive results for the business. These systems, in turn, have a crucial role in holding every individual in the company accountable to their actions and overall results.

FINANCE The most crucial reports that exist within a self-managing company are the financial reports. A company CANNOT be effectively

self-managing without a great financial reporting system in place. I’ve seen lack of knowledge and understanding in this area tremendously hurt companies, especially when an owner attempts to step away for even a short period of time.

Strategic budgeting, tracking and reporting are essential, and too often overlooked. A budget needs to be based on historical data, include plans for growth, continued on page 16

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When you aren’t physically at the company on a regular basis, the sense of urgency within your team members can decline. I’ve seen it happen in multiple companies, and that’s why many owners are afraid to step away. The reality is: poor performance and low urgency happen because there aren’t effective systems, tracking, and reporting in place to hold each person accountable to results.

ACCOUNTABILITY Holding your team members accountable is a complex topic, but when done effectively, offers you a great deal of freedom. It’s so complex because there are many aspects of holding people accountable, like the fact you can’t expect people to produce your desired results without proper tools and training. Weaknesses, such as improper training, however, show up as patterns when there is good reporting and systematization in place. Build accountability systems around your key team players and the people you have identified who already have a sense of self-accountability.

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For the purpose of breaking down the complexity, the keys to accountability are organizational structure, effective communication flow and iron-clad reporting.

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continued from page 15

and adjusted according to current circumstance. Tracking and reporting are structured to reveal strengths, weaknesses and

opportunities for improvement, without being so lengthy they’re overwhelming. The more self-managing your company becomes, the more you will enjoy your role at the company, whatever that looks like for you. You will enjoy seeing your team

members more, and you’ll be able to have a more constructive perspective rather than being bogged down by daily tasks you’ve been doing out of habit or fear of letting go. Building a self-managing company

isn’t easy, but it’s definitely rewarding. For many people (especially in the trades) it’s hard to give up being the “go-to” person who has all the answers. If you started as a technician, you’re used to being the master of your technical craft. Now it’s time to master the craft of leadership and executing vision through others. Keep in mind that people run systems, and systems need to be held accountable. When you start allowing others to take over “the way you’ve always done things,” they won’t always do it how you would — they might just do it better. There are people who love doing the things that stress you out about the company, so let them do those things. Get over being the person with all the answers and let others shine. You can still know what’s going on through strong reporting. You can still do things you are truly good at and love doing in the business. Simply commit to operating differently, focusing on the why behind your vision, and you will actually be surprised by the confidence you will gain in yourself and your company. When I returned home after that incredible trip in 2007, I was so proud of myself and my team for what we had accomplished together. For years, I enjoyed traveling the world, coaching fellow contractors and maintaining my “Board of Directors” position. In 2017, I sold my company to one of the managers who helped me run the company while I was on that trip so she could execute her vision for the company and I could coach and train full time. If your vision includes a self-managing company, go for it. Just be sure to focus on the four critical areas I mentioned, and feel free to reach out to me if you’d like advice or support. u

Kenny Chapman, “The Blue Collar Coach,” is an award-winning industry coach and trainer, as well as founder of The Blue Collar Success Group, a business-development organization for in-home service contractors. He is the author of In-Home Sales Acceleration and The Six Dimensions of C.H.A.N.G.E. and specializes in helping business operators become true business owners. Visit thebluecollarsuccessgroup.com for free sales and leadership resources or call 877-968-2244.

HVACR BUSINESS JUNE 2020

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FINANCE

BY RUTH KING

3 Easy Marketing Activities to Help Profits Now EDITOR’S NOTE: Due to the unprecedented situation we are finding ourselves in with COVID-19, Ruth King is suspending the Rules of Wealth and writing about actions that can help you survive these times and prepare for the future. This is Part 2 of How to Salvage 2020 Profitability. Once this pandemic is over, she will resume the rules of wealth series.

To salvage 2020, profitable cash generation is critical. These three simple things can help you do just that.

ranted, this is supposed to be a financial column, however, there are three simple marketing activities you should do to increase your revenues so you cover the losses from the past few months.

Even if a proposal is a year-old, contact that customer. There may have been many cooling proposals that you presented last year where the customer did nothing. Some have bought and are probably more likely to talk about why than they would have been a year ago. Learn from their thoughts. Others have done nothing and you’ve the first one to contact her again. Be prepared to answer the question, “Is the price still good?” From a service perspective, how many quotes did customers ask for? How many times did someone follow up? Many times, your customers forgot about them because no one has followed up in a few months. Again, from a service perspective, a conversation may have occurred at the end of last year’s cooling season. A technician suggested a repair and the customer said, “I’ll take care of that next spring.” Hopefully you kept all of those recommendations in

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Let everyone come up with ideas. Put the needed revenues on a chart where everyone can see them. Break the total into weekly goals. Weekly reporting keeps everyone enthused and excited about meeting the goals. It could be as easy as increasing maintenance enrollments, increasing closing rates on sales or increased referrals. You do not have to decrease your prices. That should be made clear during the contest announcement. You should also announce that everyone who recommends a sale that closes gets a monetary incentive for doing it.

PROPOSALS, QUOTES AND TICKLER FILES One of my clients did this at the end of March, when he let his dispatcher go due to the COVID-19 pandemic. He found $80,000 in work. Yes, $80,000 of work that people wanted done immediately. That saved many technicians from being laid off.

How can that happen? What can the company do to achieve this new revenue goal?

a tickler file. It’s time to call the customer. It’s work for the technicians.

REACTIVATE INACTIVE CUSTOMERS How many customers are in your database that have not done business with your company in 19 months to five years? Contact them and give them a reason to do business with your company again. They have bought from your company in the past. So, there is some trust and familiarity. Send postcards or have your CSRs call customers. The postcard/theme of the telephone call might be titled, “Did We Make a Mistake?” or “We Want You Back.” One of my commercial clients sent 100 postcards with the “Did We Make a Mistake?” theme and a guy stepping on a banana peel picture. The company got a $10,000 maintenance agreement as a result of those postcards.

Your promotion might be a $25 off coupon on a repair (good through a specific date), a repair vs. replacement question postcard or a special price on a replacement through a specific date. Don’t be surprised if you hear, “I thought you went out of business” when someone calls to schedule.

HAVE A CONTEST Contests can be a lot of fun. Companywide contests rather than department specific contests bring the whole company together with a purpose. Have a revenue contest. Before you announce it, determine the decrease in revenues for the past two to three months. That should be the basis for the contest. For example, if you lost $250,000 in revenues during the pandemic shutdown and your normal budget for May through August is $1,500,000, the company needs to generate $1,750,000 for May through August.

Assuming the company meets the new budget, you will take everyone out for a steak dinner (or other dinner at a great restaurant in your area). This assumes the restaurants will be open! And, you need to invite spouses and significant others as well as pay for the babysitters where necessary. This should be a fun evening for everyone without having to worry about paying for a babysitter. Next month: Financial activities to salvage 2020 profitability. 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.

HVACR BUSINESS JUNE 2020

PROVIDED BY KEVEN PRATHER, CFBS

ESTATE TAXES

The Wealth-Building Potential of a Powerful Personal Brand

elf-made billionaires almost you need to determine how the audience universally have well-established you are most interested in sees you today, and powerful personal brands and why those people view you that way. A powerful personal brand is a declaration that they use opportunistically • You communicate directly and• regularly with that community in ways its members Then, find you want to think about the end of who you are, what you can do and what to generate even greater success. This is goal—your ideal personal brand. How do compelling. you stand for—as well as an astoundingly no accident. They’ve taken a proactive you want that same audience to perceive effectivewith way toyour create and magnify business approach to crafting and leveraging their develop preferred relationships • You audience that accrue professional you? What do you want people in your ausuccess. personal brands. dience to think about you? advantages for you.

Here’s how they do it—and how you Of course, as you craft your powerful You can emulate their mindset and •actions tostand out from others—especially your competitors—in the eyes of your community. personal brand, you are likely to refine the • For maximum success, focus on the three create your own personal brand that can details. But by understanding the gap beFor these reasons, a personal brandmain is an components astoundinglyofeffective way to create brand building: the and magnify help you build serious wealth. tween where you are today and where you promise, theyour experience andbrand the results. business success. Even though it’s intangible, personal is a high-value economic want to be, you can plot out the moves asset that can add significant value to nearly every business endeavor you are involved with. JUST WHAT IS A PERSONAL that can close the gap and create the powBRAND? erful personal brand that you want most. • Brand building demands consistency—it’s not Important: Powerful personal brands are not in any way restricted to celebrities, politicians Brands are the economic engines of Next: Once you know where you a one-and-done endeavor. many large and smaller companies. or Disney, the wealthiest. Almost anyone can craft a powerful personal brand and benefit greatly want to go, there are basically three Coca-Cola and Apple are three of it. the from interconnected components to crafting a biggest examples of brands that resonate powerful personal brand. with consumers. though it’s intangible, your personal brand You might want a faster method, A personal brand works much the is a high-value economic asset that can add however! Component #1: The promise same way. Generally speaking, a powerful significant value to nearly every business The say promise is core to what your The most obvious way to build a powerful personal to consistently do what you Thebrand good isnews: Through deliberate personal brand is a declaration of who you endeavor you are involved with. powerful personal brand stands for and and systematic efforts, you can craft a do over a period of several decades. are, what you can do and what you’ll you stand delivers to others. It is the “halo” you have Important: Powerful personal brands powerful personal brand much, much for. Having a powerful personal brand even before you meet people. Your promise are notainfaster any way restrictedhowever! to celebrities, quicker. Many top self-made billionaires You might want method, means: is how others will see you and what they politicians or the wealthiest. Almost any- have managed the process to expedite and will expect from you. It tells them: • You are engaging to a particular audi- one can craft a powerful personal brand maximize the value of their brands. (That The good news: Through deliberate and systematic efforts, you can craft a powerful personal ence in a very meaningful way. It is not and benefit greatly from it. said, even a fast-track approach requires • What you stand for and why billionaires have managed the process to about being broadly famous.brand much, much quicker. Many top self-made knowledge and perseverance.) • What you can do for other people expedite and maximize the value of their brands. (That said, even a fast-track approach THE POWERFUL PERSONAL • You are well-known and well-respected The first step: Conduct a gap analysis. BRAND-BUILDING PROCESS requires knowledge and perseverance.) • Why you are credible within a specific community—one You need to determine what your personal The most obvious way to build a that can be highly useful to your brand is today and what your ideal person- • Why you are the best choice powerful personal is to consistently business activities. The first step: Conduct a brand gap analysis. You need to determine what brand is al brand is (see Exhibit 1). your personal • Why they should make a concerted do what you ideal say you’ll do over abrand periodisof(see Exhibit 1). today and what your personal • You communicate directly and effort to work with you several decades. To assess your current personal brand, regularly with that community in ways In constructing your personal brand EXHIBIT 1 its members find compelling. EXHIBIT 1 promise, you want to focus on: • You develop preferred relationships TheThe Gap Gap Analysis Analysis • Your strengths—in particular, what with your audience that accrue you can provide to others that is as professional advantages for you. good as, or better than, what most any• You stand out from others—especially Your Your one else can provide your competitors—in the eyes of your ideal personal • What makes you stand out (in a posicommunity. GAP brand personal tive manner) For these reasons, a personal brand today brand • How you can meaningfully better the is an astoundingly effective way to create and magnify business success. Even lives of the people you care about

The powerful personal brand-building process

HVACR BUSINESS JUNE 2020

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• Your unique expertise and capabilities, and how you came to have them Important: Your promise should be realistic. You do not want to overguarantee to your ideal audience only to badly underdeliver.

Component #2: The experience The experience is the promise actualized. It is your ability to deliver on what you promised to provide. In order for you to establish, maintain and expand a powerful personal brand, the experience people have in dealing with you must go beyond just meeting their expectations. You will need to go beyond what they anticipate so that interacting with you becomes a sensational experience for them. There has to be a “WOW” factor that they were not anticipating. Case study: An extremely wealthy business owner explained that he put together a list of all the promises attached to his brand—from the quality of his products to the responsiveness of his firm to his personal attention to detail. Next to each of these promises, he specified one or more ways to dazzle his customers and peers.

Keven Prather specializes in serving the complex needs of business owners through Financial Planning and Business Transition/ Exit Planning. Using a Total Wealth Planning approach, Keven’s objective is to turn complex problems into actionable, understandable and manageable steps, by collaborating with business owners, their family, and strategic partners.” Keven can be reached at (216) 592-7314 or kprather@financialguide.com. www.TransitioNextAdvisors.com.

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By having “another pair of eyes” do a thorough review, you can avoid potentially becoming the victim of an overly aggressive strategy that could blow up in your face months or years down the road—and derail your financial security. These forms of greater value were incorporated into the company’s processes as well as his own behavior with customers—thus ensuring a “WOW” experience. The experience is intended to verify and reinforce the promise. It is also critical for communicating the promise to other people. Word-of-mouth and repeat business interactions are large parts of building a powerful personal brand. Therefore, the experience has to match—better yet, exceed—the promise.

Component #3: The results The results are the advantages and benefits you accrue from having a powerful personal brand. There are two types of results:

Securities and investment advisory services offered through qualified registered representatives of MML Investors Services, LLC. Member SIPC. www.SIPC.org. TransitioNext AdvisorsTM is not a subsidiary or affiliate of MML Investors Services, LLC, or its affiliated companies. Supervisory Office: 2012 West 25th Street, Suite 900 Cleveland, OH 44113. 216.621.5680. This report is intended to be used for

The ultimate outcome: Greater business success, translating into a more substantial personal fortune.

CONSISTENCY IS KING As you move forward, keep in mind that branding is tough—and is not a oneand-done endeavor.

The results benefiting other people tie back to the promise of your powerful personal brand coupled with the “WOW” experience you deliver. The results these people receive can go a long way in bolstering the promise and justifying the experience.

To craft and maintain a powerful personal brand that delivers truly outstanding success means you must always be attuned to your brand and ensure your statements and actions align. What you say and do is all part of your brand. Everything about you needs to reflect your powerful personal brand. Your statements and actions should always reinforce the image you want to project.

The results that benefit you can take a number of forms such as:

Ultimately, the aim is for consistency that reinforces your professional persona.

• Results that benefit other people • Results that benefit you

• More and opportunities

superior

business

• The ability to make excellent deals • Loyalty from key stakeholders around you—such as employees, clients and intermediaries

informational purposes only. Neither MML Investors Services nor any of its employees or agents are authorized to give legal or tax advice. Consult your own personal attorney legal or tax counsel for advice on specific legal and tax matters. CEG Worldwide, LLC. is not a subsidiary or affiliates of MML Investors Services, LLC or its affiliated companies. VFO Inner Circle Special Report By Russ Alan Prince and John J. Bowen Jr.

That’s true regardless of whether you’re a billionaire. The power of a personal brand and branding efforts, done well, can supercharge your own wealth and vision of professional and personal success for decades to come. u

©Copyright 2018 by AES Nation, LLC. All rights reserved. This report is reprinted with permission from VFO Inner Circle. Unless otherwise noted, the source for all data cited regarding financial advisors in this report is CEG Worldwide, LLC. The source for all data cited regarding business owners and other professionals is AES Nation, LLC.

HVACR BUSINESS JUNE 2020

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Bryant Heating & Cooling Systems recently launched the latest additions to its top-tier Evolution series with the Evolution Extreme 26 air conditioner (Model 186CNV) and Evolution Extreme 24 heat pump (Model 284ANV).

Carrier recently launched two new flagship products — the Infinity 26 air conditioner (Model 24VNA6) and Infinity 24 heat pump (Model 25VNA4) with Greenspeed Intelligence. These products are available just in time for cooling season and boast a number of industry-leading features and numerous innovations with 12 patents pending.

Model ECV-40 is the latest addition to Greenheck’s energy core ventilator (ECV) line. The ECV-40’s new design features a dual-fan arrangement consisting of direct drive mixed-flow plenum fans with variable frequency drives (VFDs) replacing the forward-curved fan typically found in energy core ventilators.

Both units feature a variable-speed capacity operating range down to 25 percent in 1 percent increments and provides high-ambient cooling operation with full power up to 125F. The Infinity 24 also offers heating operation to -15F.

Optimized to ensure the best unit performance in the smallest footprint available, the ECV-40 features double wall construction and optional hinged access with additional options for frost/economizer and stand-alone microprocessor controls.

The ProLine pulls heat from the surrounding air and deposits it into the 80-gallon storage tank, allowing the heater to operate in the most efficient mode. These models also have additional elements that help the water heater recover quickly during periods of high demand.

The Evolution Extreme 26 and 24 offer a number of enhancements designed with technicians in mind. Bluetooth technology is available on the outdoor unit, making it unnecessary to access outdoor unit diagnostic information inside the home. Over-the-air software updates are available and technicians can assess over 130 diagnostic points.

>> hotwater.com

>> bryant.com/en/us/

LG COMPONENT SOLUTIONS

RIDGID

TACO COMFORT SOLUTIONS

YORK

LG Electronics USA Component Solutions’ refrigeration scroll compressor features improvements inspired by commercial service technicians and OEMs looking for advanced performance and reliability.

The new RIDGID Model 286 Soil Pipe Cutter makes it easier than ever for trade professionals to get quick, repeated cuts on soil pipe up to six inches.

Taco Comfort Solutions has expanded its family of easy to use, high-efficiency ECM circulators with the addition of the 0034e and 0034ePlus models. With a maximum of 34 feet of head and 50 gpm, the new circulators offer up to 85 percent energy savings over a conventional circulator.

As part of the YORK LX Series, YEE single-stage heat pumps offer 14 SEER cooling and 8.2 HSPF heating efficiency performance. YEE heat pumps provide homeowners with a lower cost solution to meet their budget and specific application needs.

The compressor’s durability-improving innovations include a more sensitive vacuum prevention device and a stronger, stress-tested discharge reed valve that withstands the harsh operating conditions posed by refrigeration applications and limits excessive sound levels. >> lg.com/global/business/ compressor-motor-products

The tool’s single stroke operation streamlines the cutting process while the outward-facing hooks simplify connecting clay and cast iron pipe. The integrated handles are easy to adjust, helping users optimize angles and make repeated cuts with less fatigue. RIDGID offers a full line of soil pipe cutters, including manual and powered options. Each is purpose-built for the toughest of jobsites and is backed by the RIDGID Full Lifetime Warranty. >> ridgid.com

HVACR BUSINESS JUNE 2020

>> carrier.com/residential/en/us

>> greenheck.com

These circulators are available with cast iron or NSF/ANSI 61 & 372 certified stainless steel volutes, so they are ideal for closed-loop heating systems as well as domestic hot water recirculation systems. Both circulators also offer a convenient, rotatable control box cover for a professional look, no matter the orientation of the installed circulator.

YEE heat pumps are optimized to be paired with indoor equipment, such as air handlers and gas furnaces, with electronically communicated motors (ECM). The heat pumps are dual fuel compatible, meaning that the hybrid system automatically switches between electric, gas and heat pump heat automatically, based on whichever is most efficient, resulting in additional cost savings.

>> tacocomfort.com

>> york.com www.hvacrbusiness.com

BUSINESS PLANNING

BY JODIE DEEGAN

Keep Your Team Engaged During the Busy Season here are often peaks and valleys in our businesses. We as business leaders don’t like the valleys (the idle times). The peaks (the busy times) are what we’re after.

This positive interaction can be as formal as a coaching session or as simple as a brief visit to see how things are going.

A busy company is generally a good thing for everyone, but it’s important to watch out for some side effects of prolonged pressure on employees to meet goals or demand. Here are some ways to mitigate this pressure.

Breaking up the monotony of a full workload can be a nice distraction. Having a summer picnic with your employees and their families may cause a slight loss of production, but it can go a long way in showing that you care about your employees and that they work for a good company.

PROCESS SUPPORT Your processes should support a busy workload; they shouldn’t disappear because you get busy. Typically, as the volume of work increases, the first thing that goes out the window is training.

PRESS ‘PAUSE’

Jodie Deegan is a Nexstar Network Business Coach. Informed by working more than 25 years in the HVAC, plumbing and electrical fields, Jodie assists residential contractors in guiding their technicians toward new processes and behaviors that stick. For additional information, visit nexstarnetwork.com, email membership@nexstarnetwork.com or call 888-240-7827.

This also includes important charitable activities that your company may be involved with or sponsor. Doing charitable work only when you are slow doesn’t send the message that you really care about your causes.

If your employees don’t feel like they’re a part of the company or that they’re appreciated, the money they’re earning won’t be strong enough to keep them. But the busier we get, the more training issues surface, and the more critical it is that we address those so we can correct our course. And think about safety: when we’re busy, our employees are more likely to have an accident because of lost focus, fatigue, or disregard for safe practices. Consistent safety awareness becomes much more important.

Your team will be proud of their involvement in good causes — as long as you don’t work them twice as hard the next day to make up for the time.

APPRECIATION

Having an Employee of the Month doesn’t mean less just because the whole team worked hard — the rewards are still appreciated!

A little appreciation goes a long way. Generally, morale improves when we are busy because we feel a sense of accomplishment in our work. If employees don’t get a bit of praise or appreciation along the way, that sense of accomplishment can turn into a feeling of resentment. Adding some positive interaction can keep everyone pumped up and feeling good about all they’re achieving! www.hvacrbusiness.com

KEEP PROGRAMS GOING Contests, awards, recognition and team meetings shouldn’t stop just because it’s a busy time. Hopefully, we’re always busy, so these activities will always be relevant.

If your employees don’t feel like they’re a part of the company or that they’re appreciated, the money they’re earning won’t be strong enough to keep them. Keep your team engaged all the time. They’re your most valuable asset; don’t forget to show them that. u HVACR BUSINESS JUNE 2020

20QUESTIONS >>

with LANNY HUFFMAN

We sat down with Lanny Huffman, president of Hickory Sheet Metal in Hickory, N.C. and newly installed chairman of the Air Conditioning Contractors of America (ACCA). Huffman discussed the evolution of his company, giving people responsibility and the importance of industry associations. 1. How did you get started?

When you grow up in a family business you’re already a part of it, whether you want to be or not. I can remember coming to work with my dad when I was like 8 or 9 years old and I always liked to go back to the shop and mess in the metal, so it’s kind of always been in my blood. Then, as I got older, in high school I worked in the shop and then when I went to college.

2. Is this what you always wanted to do?

No. I wanted to be a thoracic surgeon. Of course, a family friend told me I’m going to be 40-years-old before I ever make any money and to be a physician is a calling. I thought, “Well I’m not so called to be that,” and engineering was more of my forte. I thought instead I’d go to school and learn how to build airplanes, because I always loved airplanes.

3. How did you go from that to HVACR?

About that time, Boeing wasn’t hiring anyone, and aircraft manufacturing kind of just fell out, so that wasn’t an option. I earned my degree and became a mechanical engineer. I went to work for a company that built cooling towers for nuclear power plants, and about that time I got engaged. We both really didn’t want to be moving around a lot, so I asked dad if I could come back here and try it.

4. What was that like?

Of course, he was ecstatic. He was glad to hear it. He said he was never going to ask me, because it had to be my own decision. Forty-two years later, here I am. I have not regretted a moment. I’ve got to meet a lot of interesting people along the way and see this industry transform.

5. How has the company evolved?

My grandfather started this business in 1928, and it was basically just sheet metal fittings. Then this interesting thing came along about central heating of your home. They put in some coal fire furnaces and the radial duct work. Then this real interesting thing came along called oil fired heating. We put in a lot of oil furnaces and then, of course, this real newfangled thing came along called air conditioning. My grandfather, at that point, told his three sons that were involved with the business, “If y’all want to take care of that, that’s fine.”

6. Then you were in the AC business?

They installed air conditioning in a couple of furniture plants and of course after the people were working in it, they had to have it in their homes. That’s how we got involved in residential heating and air conditioning systems.

7. What happened when you joined?

By the time I came along, everything was going back to gas or heat pumps. I kind of took it from there as far as residential sales and then light commercial. Then, finally, I moved into the large commercial work that we do. That’s how it’s transformed over the years.

HVACR BUSINESS JUNE 2020

8. How big is the business now?

We’re working somewhere between 35 and 40 employees. We’re doing a lot of contractual work too with subcontracts and also with temporary labor because finding people to work has gotten to be extremely difficult.

9. What’s it like running a business?

As a matter of fact, last year I felt like I was getting to a point where I couldn’t get my arms around the businesses. I felt like it was running me instead of me running it, so I brought in a business consulting firm, and they revamped a lot of our methods and practices.

10. Can you give us an example?

Their statement to me, “We want to get it to the point where you can run this business from an iPad.” I said that would be great. I work longer, but it has made a significant difference in mostly just empowering the people, your employees, and holding them accountable. It has made a world of difference. It’s amazing to watch an employee blossom once you give them responsibility.

11. How do you motivate employees?

Once they were held accountable and they were given responsibility, they ran with it. I guess they were tired of me with my finger on everything. I’ll be upfront, I used to be a micro-manager and I backed away from that and it has worked very well.

12. What’s recruitment like?

The employee situation has probably been one of the hardest things we’ve ever dealt with. We have one company we work with that basically finds talented people. We work them, train them and observe them for 90 days. If we see it’s a good fit, they come on full time.

13. Where else do you look for talent?

Our community college here is doing a training program and we’re participating in that. A lot of our recruitment has come from word of mouth from our employees, finding people that have some basic skills that we could bring in and train. You put your finger in as many holes as you can to find those people and draw them into your business.

14. What’s the most important job?

It’s between managing employee procurement, of course, and always managing the billing and the procurement of new work. I reach out to a lot of general contractors, business and real estate developers, keeping my tabs with them, see what’s available in the marketplace and of course, just trying to keep up with this industry, the changes, especially on the federal level.

15. Where do you see growth?

The replacement market is going to be where most of the growth will happen. I just got a Better Business Bureau report and it’s predicting a 3 percent growth in the HVACR business for the next five years. Although that doesn’t sound alarming, it’s a continued growth, and I think a lot of it is going to be in the replacement market, both residential and commercial.

16. What’s new this year for ACCA?

ACCA has been very active, of course, with everything related to COVID-19, particularly in the Paycheck Protection Program. They’ve been working on the AIM Act, which has kind of been put on a back shelf, but it’s still out there. Building our relationship on the federal level. We’ve been also developing a training program for the new A2L refrigerants.

17. How is membership?

As all associations do, we’re trying to build up our membership. We’ve had a really good, tremendous membership growth the past couple of months, so we’ve been focusing more on our memberships. My goal is to make ACCA more of an in your backyard type organization.

18. How’s the strategic plan progress?

We’ve made really good progress on that. As a matter of fact, at our last board meeting, I made the comment that we’re more than halfway through this strategic plan and a lot of it’s just cleaning up a few items along the way. We have made really good progress. I applaud Bart (James) and his staff, they have done a yeoman’s task in a very short period of time, and I applaud them.

19. What’s ACCA’s biggest benefit?

In the past couple of months, it has been evident more than ever that you need to be a part of an association. For instance, at first we were not going to be listed as an essential business and letters went out to, I don’t know how many congressmen, and we were listed of course, as an essential business. We’re stronger together than we are separately.

20. What are your goals as chairman? To push the strategic plan down the road a little further, get that accomplished. Build our relationships with the affiliated contract organizations (ACOs), and with our membership, and build the membership. Also, I want to get the A2L refrigerant training ready to market and out there and ready for people to use.

www.hvacrbusiness.com

ITâ&#x20AC;&#x2122;S NOT TOO EARLY TO ENTER YOUR FLEET FOR THE 2021 CONTEST

FLE ST ET DE SIGN CONTE

The First Winner of the Tops in Trucks Fleet Design Contest in 2007

hvacrbusiness.com/topsintrucks

HVACR BUSINESS JUNE 2020

Articles inside

20 Questions with Lanny Huffman

Keep Your Team Engaged During the Busy Season

3 Easy Marketing Activities to Help Profits Now

Industry News

Tops in Trucks Fleet Design Contest

How to Overcome Self-Doubt

Build an Effective, Self-Managing Service Business

Product Focus

The Wealth-Building Potential of a Powerful Personal Brand

Editor’s Notebook