Editor’s Notebook

TERRY Tanker Publisher ttanker@hvacrbusiness.com

PETE Grasso Editor pgrasso@hvacrbusiness.com

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: 440- 731-8600. 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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www.hvacrbusiness.com www.hvacrbusiness.com www.HVACRBUSINESS.com www.hvacrbusiness.com BY PETE GRASSO EDITOR’S NOTEBOOK

Communicating During a Pandemic A s the coronavirus quickly became a pandemic, affecting all of us in some way, the amount of information also quickly became overwhelming. Governors around the country had to make some tough calls and everyone has had to adjust to the “new normal” for an undetermined period of time. Communication comes from seemingly everyone. I know my inbox received an onslaught from any company to whom I’ve ever given my email address, informing me of the precautions they’re taking amidst the COVID-19 outbreak. It’s a must-do for companies during a time like this.

Michael Rosenberg, president of Rosenberg Indoor Comfort in San Antonio, is using the email addresses they’ve collected from customers.

He says they’ve sent out three emails: one educating them about indoor air quality, one informing them about the safeguards the company is implementing to protect against the virus, and another to remind clients that HVACR is an essential business and that they’re open.

The world is in crisis management mode and people need to hear from someone they can trust … and right now, that’s you. Customers who visit Goettl Air Conditioning & Plumbing’s website (goettl.com) immediately see messaging — and a video — explaining safety measures being taken.

“We explain our safety measures whenever a call is booked,” says Ken Goodrich, CEO of Goettl. “And we ask if anyone in the home is sick with every call that is dispatched.” Goodrich says they also track customer responses, concerns and cancellations daily, and compile a report. In addition, Goettl holds meetings every morning with senior leadership to review Centers for Disease Control and Prevention (CDC) requirements and recommendations, implementation strategy and employee concerns.

While putting together the 20 Questions interview for this issue (pg. 22), I visited Rob Minnick’s company website (minnicks.com) and was immediately greeted with the following pop-up message: We Have You Covered! At Minnick’s, the safety and wellbeing of our team and our customers is of the utmost importance. For this reason, we have taken the following steps: Our technicians can enter your home through a separate entrance that is used less frequently. Technicians will refrain from handshaking and remain six feet from all persons at the work location. Work sites will be cleaned both before and after completing work. During uncertain times, it’s important to communicate openly and honestly with your customers.

Ronn Torossian, a crisis management expert with more than 20 years of experience working with national and international brands, has some thoughts regarding what businesses are going through today.

“It goes without saying that the human impact and health concerns of the outbreak are the biggest priority,” he says. “But as the uncertainty surrounding this pandemic continues, the way brands approach this crisis is top of mind for many CEOs.”

The sheer amount of information — and misinformation — available every day has been fueling panic and distress for many.

“Fear and uncertainty breeds mass hysteria” Torossian says. “Right now, people need a voice of reason, and brands and their leaders have an opportunity to be that voice. First and foremost, communication is key. Now is not the time to stay silent with employees, customers, stakeholders, etc.” Regular communication alleviates concerns and provides reassurance. We are developing a new system for forms and information to be completed on your personal device.

Enhanced cleaning procedures have been implemented including sanitation stations and the distribution of cleaning supplies so that our technicians, the equipment they use, their vehicles, and our office can be cleaned frequently.

We look forward to talking with you,

The Minnick’s Team

Brian Stack, president of Stack Heating Cooling & Electric in Avon, Ohio, says they have a company meeting every day with technicians about sanitation procedures.

“We’re letting our customers know what precautions we’re taking as a company, and also asking customers if anyone is or has been sick in the home,” Stack says.

More than ever, during uncertain times it’s important to communicate openly and honestly with your customers. Your business is essential. This industry is essential. Be sure your customers and community know what precautions you’re taking to ensure both your safety and theirs. u

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