Business Builders


Will You Be among the 65,000?

If it exists in the HVACR industry, you’ll find it here!

If it exists in the HVACR industry, you’ll find it here!

Will you be among the 65,000 attendees that are expected to attend the upcoming AHR Expo in Chicago?  The world’s largest HVACR marketplace got its start 86 years ago as a heating and ventilation show, but it has grown over the years into the event of the year for the industry.  Attending industry professionals will come from every state in the union and 165 countries worldwide.  They will be joined by more than 2000 exhibitors, who will come together to share new products, technologies and ideas.  What kinds of new technologies?  Take a look at the end of this article for just a sampling.

 

This year’s event will once again be held at McCormick Place in Chicago, from January 22-24.  Most people in the industry are familiar with this Expo, commonly called “The ASHRAE Show,” but if you have never been it is hard to imagine the sheer size of this event.  When we mentioned 2000 exhibitors above, we didn’t mean 2000 people.  We meant 2000 different organizations, each coming to exhibit their company’s product offerings!  That is why this international show, held only once every four years, exhibits at the nation’s largest convention center which has over 2,600,000 ft.² of exhibition space.  Fortunately for the attendee, only about 500,000 ft.² of exhibition space will be needed for the HVACR show!  If you are looking for new product lines to boost your company’s sales, or if you’re looking to change product suppliers, or just want to do some first-hand competitive and new product research, there simply is no other opportunity like this show.  This is the granddaddy of them all.

 

Many people do not realize there is much more to this show than just the exposition.  The AHR Expo is also a major educational symposium as well.  There are over 50 free seminars offered on a wide range of topics, most lasting only 1 to 2 hours.  In addition, The ASHRAE Learning Institute will offer continuing education courses where you can choose from half day to full day professional development seminars that offer professional development hour and continuing education unit credits.

 

Finally, if you have never been to Chicago this provides a great excuse to visit a truly world-class city.  Take a stroll along the Magnificent Mile, one of the great avenues of the world, a 13 block stretch of North Michigan Ave. that runs from the Chicago River north to Oak St.  Along the way you will see the famous Chicago Water Tower, one of the few structures to survive the great Chicago fire of 1871.  From world-class museums (i.e. The Museum of Science and Industry, Shedd Aquarium, The Art Institute of Chicago, The Field Museum Of Natural History) to iconic sports stadiums (Wrigley Field) to taking in unprecedented views from atop the tallest building in the Western Hemisphere, (Willis Tower) the “City of Big Shoulders” will quickly become your kind of town.

 

Giordano’s Deep Dish Pizza

Did we mention that you can find nearly every type of food there is in Chicago, ranging from affordable to world-class cuisine?  If you are not familiar with Chicago however, we will pass on a contractor’s tip which you will only find here.  If you are looking for genuine deep dish Chicago pizza, there is only one place to go –Giordanos Pizzeria!  Fortunately, you are not limited to just one location, as there are 18 scattered around the city and even more in the suburbs.  The secret is for you, but just remember, you heard it here first!

 

Sample of Innovations To Be Seen at the AHR Expo

 

  • A digitally controlled mixing valve that provides precise temperature control for domestic hot water applications
  • A self contained HVAC system for hazardous locations, designed to prevent an explosion
  • New bionic impeller technology with a special blade designed to ensure optimized airflow angles and reduced flow separation
  • An oscilloscope for testing motor shaft voltages, allowing contractors to determine if motors are at risk of premature bearing failure

 

For more information, see September 14, 2017 ACHR news article.


Making Your Business Better

Have you ever driven home at the end of a long day or week, feeling the need for a personal recharge?  Have you ever felt that there must be a better way to run your business?  Have you ever wondered if there are others feeling and experiencing the same things as you?  Of course you have, we all have.  Ernesto Bertarelli, an Italian born Swiss entrepreneur once said, “You can’t change who you are, but you can change what you have in your head.  You can refresh what you’re thinking about, you can put some fresh air in your brain.”  If you want to change what you have in your head and refresh what you are thinking about, you should definitely consider attending Service World Expo in September!  What is that, you ask?

 

Service World Expo (SWE) 2017 is a veritable learning event and tradeshow fiesta, and it is being held at the Mandalay Bay, in Las Vegas on September 7-8.  SWE 2017 provides learning events for residential contractors on business, management, hiring, and product development.  The tradeshow side of the event showcases cutting-edge products and services in plumbing, HVAC and the electrical home service industries.  What makes the show so special?  Well consider what you will have access to.  (Only a partial list)

 

 Don’t Forget about The Industry’s Best Tradeshow With the Newest Products and Latest Trends


Don’t Forget about The Industry’s Best Tradeshow With the Newest Products and Latest Trends

 

Keynotes

Ryan Estis is one of America’s leading business performance experts, and he will talk about the importance of promoting your brand as well as understanding the impact of social connections and technology on your brand.

 

Traci Brown is a body language and persuasion expert, speaker, author and three-time US collegiate cycling champion.  In this fast-paced keynote, you will learn how to use her system to separate lies from the truth in today’s headlines as well as your own life.  She will tell you how to instantly tell if someone is lying, decipher the important lies and quickly uncover the truth.

 

J.R. Martinez, American Actor, author, motivational speaker, and retired U.S. Army soldier.  Martinez received burns to over 34% of his body when his Humvee hit a roadside bomb in Iraq.  He will talk about how true potential can only be realized by believing, trusting and not quitting.

General Business Information

– How to avoid theft in your business, by Ruth King.

– Getting reviews your business deserves, by Daniel Lemin.

– Where to spend most of your time, by Adam Thompson.

– Recruiting and leading millennials, by Kenny Chapman.

– Getting a 10 X return on your time, by Allan Ferguson.

– Industry forecast panel, with Vicki Laplant, Jen Anesi, Mike Murphy & Steve Miles.

 

Service Department Information

– The five blockers of service management success, by Tab Hunter.

– Understanding the minds of technicians, by Nathan Broughton.

 

Sales and Marketing

– Making more sales in a fair, honest, and dignified manner, by Charlie Greer.

– Selling in the replacement market, by Bill Ligon.

– Web marketing, what works and what doesn’t, by David Squires.

– Making another million dollars by adding more trade lines, by MikeAgugliaro.

– The five step system to generating more qualified leads, by Matt Jones and Will Wang.

 

This does not include of course opportunities to rub shoulders with industry leaders and top performers.  The value of networking and making new connections for your business often exceeds the cost of attendance just by itself!  This is a Las Vegas bet you will be sure to win, so don’t miss this opportunity to participate in the service industry’s most impactful event of 2017!  Follow the link below for more details.

 

Service World Expo (SWE) 2017


The Case for Disability Insurance

A major disability is something that happens to someone else… until it doesn’t!  The sad fact is most Americans are better prepared to die than they are to deal with disabilities.  If you are in your twenties, the chances are you rarely think about this.  But you should.  Just over one in 4 of today’s 20-year-olds will become disabled before they retire.In fact, over 37 million Americans or about 12% of the total population are classified as disabledMore than 50% of those disabled Americans are between the ages of 18-64.  At the end of 2012, 8.8 million wage earners representing more than 5% of the entire workforce were receiving Social Security disability insurance, (SSDI) 2.5 million of these were in their twenties, thirties or forties.  But I’m careful, I eat healthy and work out you say.  As it turns out, accidents are NOT usually the culprit.  Statistically, about 90% of disabilities are caused by illness.  Cancer, heart disease and other illnesses cause the majority of long-term absences.  Consider the following statistic for a 35-year-old male.

These costs are immediate, expensive and often not covered by insurance!

These costs are immediate, expensive and often not covered by insurance!

A non-smoking male, 5’10”, 170 pounds, who works an office job with some outdoor physical responsibilities and who leads a healthy lifestyle has the following risks:

  • A 21% chance of becoming disabled for 3 months or longer during his working career
    • Of these, 38% run the chance that the disability will last 5 years or longer
    • the average disability length for this person is 82 months

 

Similarly, a 35-year-old female weighing 125 pounds has a 24% chance of becoming disabled for 3 months or more during her working career.  As you can see, the chances are simply too great to ignore for the average working person.  Furthermore, most people think that Workers Comp or Social Security Disability insurance will cover their needs if they become disabled.  According to the Council for Disability Awareness, less than 5% of disabling accidents and illnesses are work-related.  The other 95% are not, meaning Workers Compensation does not cover them.  In addition, according to the Social Security Administration, 65% of initial SSDI claim applications were denied in 2012.  The average SSDI monthly benefit payment for males was $1256 and for females was $993, with 93% of all recipients receiving less than $2000 per month.

 

Given these numbers, how well prepared are American workers for disability?  Not very.  Forty-eight percent of US families do not save any of their annual income, and one third of working families have no retirement savings.  Consider the following chilling statistics.

  • 68% of adult Americans have no savings earmarked for emergencies
  • 65% of working Americans say they could not cover normal living expenses even for one year if their employment income was lost.
  • 38% could not pay their bills for more than 3 months.

So what does the average family do when confronted with a disability?  They begin running up expenses on their credit cards, get a 2nd mortgage, cash in their 401(k) or take out a home equity line of credit and ask family and friends for assistance through sites like go fund me.  As you might guess from the above numbers however, these solutions are inadequate.  According to a Harvard study, 62% of all personal bankruptcies and over 50% of mortgage foreclosures are a consequence of disability, and many end up on Medicaid for insurance.  Keep in mind that while Medicaid rules vary from state to state, the general requirements for income are less than $931 per month and countable assets of $2000 per person, not including your primary residence (with limitations based on your home equity), personal property and household belongings and up to one motor vehicle.  ($3000 per couple living in the same household)

 

What is the answer then?  Disability insurance!  How common is it?  Consider:

  • 65-70 % of workers in the private sector have no long-term disability insurance
  • That equates to about 75-80 million private-sector workers who are without long-term disability income insurance
  • Worse yet, only 46% of workers have even discussed disability planning

 

Next Blog: Access To And Cost of Disability Insurance

 

Sources

American Journal of Medicine

US Social Security Administration

Counsel for Disability Awareness

US Federal Reserve Board

American Payroll Association

Get Sick, Get out: The Medical Causes of Home Mortgage Foreclosures


Start off the Year with a Vow to Improve Customer Service Skills

Start off the Year with a Vow to Improve Customer Service SkillsWhenever there is a discussion about customer service, your first thought likely gravitates to an interaction between your service technician and the customer.  While that is not the only interaction, it is the obvious one.

 

Don’t forget about the exterior of your building.  If a customer who is in the market for your products and services were to drive past your business, would they be more, much more, less or much less inclined to call you because of that interaction?  The same can be said for a customer who comes across one of your company’s service trucks, as well as one who calls your office or visits your website.  All of these have the power to bring potential customers closer…or push them away.

 

Let’s go back to that obvious one – your company’s service technicians.  Perhaps like no other, they have the ability to bind your company to the consumer in a way that will bring them back for many years if done correctly.  However, good customer service is a discipline that is regularly practiced and backed up with ongoing training and accountability.

 

Treating the customer equitably and with understanding and empathy is a given.  If your technicians are not going to do that, they should not be working for you.  This is the cornerstone of building trust in a long-term relationship.  Beyond that, they need to look and sound trustworthy.  It goes without saying, but your techs need to have a neat and clean appearance, and providing company issued clothing sends the message that you deem this important.  What about piercings and tattoos?  Feelings about that vary by owner, but remember – the customer is whom it matters to, not the service technician.  Good communication skills should also go without saying, but part of that means training your techs on how you want them to present problems and opportunities to the customer – and how to handle irate customers.  We all like to use technical terms and industry jargon when talking with each other, but the customer likely won’t understand any of it – and may be too embarrassed to let you know it.  By the same token, don’t talk down to your customer either, they may know more about the subject then they let on.  Make sure to pick up on cues for lack of or understanding, and take the time to answer their questions completely.  Rushing through an explanation or looking at your phone will let them know that the schedule is more important than they are.  Finally, treat the customers property with the same respect as you would your own.

 

By re-dedicating your company to these core behaviors, you can create a competitive advantage that customers will pay for!

 

Picture courtesy of SteveDiGioiacom


Why Are We Arguing about The $15 Per Hour Minimum Wage?

There has been a lot of talk in this year of a lot of talking about the $15 per hour minimum wage.  Leading the way are the usual suspects, New York State, California, and Washington state.  Other jurisdictions have legislative proposals for a phase-in to $15 per hour, including the federal government, Oregon, Missouri, and the city of Minneapolis among others.  Employer groups in industries such as banks, tech companies, and healthcare adopted this as policy in 2015 as well.  The reaction has been all across the map, as it is every time this subject comes up.  It ranges from “the government has no business affecting wages in the marketplace” to “the increase should be immediate and across-the-board.”

cr-minwa

The ACH&R news recently published an article about the subject as it applies to the HVAC industry.  As expected, you got a similar range of views as those described above.  In the article, (Debating the Impact of a Minimum Wage Increase by Nicole Krawcke, June 20, 2016) one contractor said “I don’t see how this can be a good thing.  The minimum wage legislation will put pressure on the HVAC industry, as it is a tough business for an entry-level worker.”  Another contractor said the $15 minimum wage legislation will not have a significant impact on his business because many of his employees wages are already at or above the proposed rate hike.  “When hiring more qualified people, they’re already commanding a higher wage, so many of our team members are well beyond this rate or right in line with it.”

 

The contractor making the latter point also outlined an issue that no one is talking about.  “One of the negatives is we now have less of a company wage letter to climb in a new norm of complacency can set in.  The new minimum wage raise is a salary or wage reduction to everyone else in the wage pool and will eventually become a negative to business.  To maintain or retain the top performers, they will also expect that relative increase.”

 

So here’s the thing.  For the past 40 years those of us who have been in the industry that long have heard about the worker shortage in the industry, and how it’s only going to get worse over time.  A recent article in a trade pub said the HVACR industry will need 100,000+ new technicians and installers in the next 7 years just to keep up with demand.  A study by the HVACR Workforce Development Foundation indicated the number of mechanic and installer jobs will increase by 21% through 2022, which is nearly twice the growth of employment in the economy overall.  The bottom line is that we need to attract new blood into our industry, and we need to make it attractive vis-à-vis other career opportunities.  Are we competing with bank teller employees, fast food workers, retail clerks or receptionists for our installers and service technicians?  No!  So why in the world are we arguing about a $15 per hour minimum wage in our industry?

 

One contractor put it best.  “Very few, if any, HVAC workers should be working anywhere close to that minimum wage.  We are going to have to convince the dwindling supply of capable workers that HVAC is where they belong, not in one of the other industries desperate for help.  If you want someone who actually knows something about HVAC and is also competent, $15 an hour is not going to cut it.”  Nuff said!


Using Monthly Average Overhead to Calculate Burden per Man Hour

In the last blog we looked at calculating monthly average overhead along with the breakeven point for your business.  In this blog, we will look at calculating the capacity of your business along with calculating your overhead per man day – possibly the most critical number in your business!

cr-iobpm

We can define capacity for your business as the number of units available for sale in a given month, and for a contracting business that capacity is measured in man days.  Now we know that field labor will never be 100% efficient due to lost time for vacations, holidays, sick days and warranty or callbacks.  Given that, you should strive for efficiency levels of at least 85%.  The following calculation defines your firm’s total capacity with this metric in mind.

  • 20 workdays per month X .85 = 17 days per month per man capacity
  • # Field Staff X 17 days = Total Capacity

Your field staff consists of service technicians, billable apprentices, installers and installation helpers.  The number of man days sold becomes another trackable goal for your organization.

Once you have determined this, you can then calculate your overhead burden based on capacity.  The result is the number of gross profit dollars each man has to earn each day to cover the firm’s overhead expenses.  If your firm’s overhead burden is $200 or less, (<$25/hour) it means you have a good balance of field staff as compared to your overhead expenses.  The higher your firm’s overhead burden, the less competitive your firm becomes.  This affects labor intensive work the most, such as ductwork, piping projects or maintenance agreements.

To improve the firm’s overhead burden, you can do one of two things.  First, you can increase capacity.  As you have more man days, you spread the overhead expenses out reducing the overhead burden per man.  Second, you can decrease overhead expenses but this is extremely hard to do.  Remember, most of your firm’s overhead lies in overhead staff, so you have to examine whether you can increase sales or even maintain sales with a smaller overhead.  By understanding your overhead expenses, you will be able to determine each job’s true overhead expense burden, based on how long the job takes.  (Number of man days)

Courtesy of the HVAC business Dr. & Image Caption courtesy of stronglifts.com

Calculating Monthly Average Overhead And Breakeven Point

Calculating Monthly Average Overhead And Breakeven Point

Chart courtesy of Lanzarote Business Club

In this blog we will look at how to calculate your monthly average overhead and breakeven point as measured in gross profit dollars.  There are 2 steps required to calculate your monthly average overhead.  Why is that?  That is because there are 4 overhead expenses that should not be averaged.  These include office/officer/overhead staff payroll, payroll taxes on overhead staff, 401(k)/IRA for overhead staff and health/medical insurance.  Step A therefore is to calculate monthly overhead expenses for these 4 items.

The first element in Step A is to identify all your overhead or nonbillable staff and list their weekly compensation.  Multiply this number by 4.33, as there are 13 weeks  in a quarter.  The resultant number is your monthly overhead payroll expense.

The second element in Step A is to calculate payroll taxes on overhead staff.  There are 3 types of payroll taxes including FICA, FUTA, and SUI.  FICA taxes (Social Security and Medicare) are currently 7.65%.  FUTA taxes (federal unemployment tax) are currently 6%.  SUI taxes (state unemployment insurance) are different for each state so you will need to research this for your area.  Once you have determined that rate, multiply your total overhead staff compensation by the total percentage of payroll taxes to calculate your monthly overhead payroll tax expense.

The third element in Step A is to multiply your total overhead staff compensation by your matching 401(k) or IRA contribution, if applicable.  The final element in Step A is to determine your health/medical expense.  This can be done by researching last months health insurance bill.  Add together the numbers obtained in each of the 4 elements of Step A.  This number will be added to the number determined in Step B below.

Step B involves looking at the overhead chart of accounts, referencing the chart we showed in the last blog.  First, highlight the 4 areas we showed in Step A above.  Then, add the yearly totals of all overhead expenses with the exception of those highlighted and divide by 12.  Add this result to the number determined in Step A to obtain your total average monthly overhead.

This average monthly overhead expense represents the firm’s monthly breakeven point as measured in gross profit dollars.  It is important to periodically review these expenses to see if things have changed in order to have the correct average monthly overhead.  In the next blog, we will show how to use average monthly overhead to calculate your overhead per man day burden.

Courtesy of HVAC Business Dr.


Understanding Overhead in Your Business

Recent blogs have provided a wealth of information for home services contractors with regard to properly pricing service labor and understanding the income statement.  If you missed these, I highly encourage you to revisit them, as follows.

 

February: Correctly Pricing Service Labor & Calculating Demand Service Rate.

 

March: Understanding the Income Statement; Departmentalizing Your Income Statement & Analyzing Your Income Statement.

 

In the next few blogs we will start to take a look at the importance of understanding your overhead expenses, understanding and calculating your breakeven point and making more informed financial decisions as a result.

 

Let’s start off with a definition of overhead.  Overhead costs are those that relate to the ongoing expense of operating a business and which cannot be directly attributable or traced to any specific job.  Examples of these expenses include facility rent, office personnel and utilities.  Often times you will hear a contractor say that his overhead is 30% of his business.  When looking at a yearly aggregate for example that may be true.  When looking at it from a month to month basis however that may very well not be true.  For example, if your sales are $2,000,000 a year, 30% overhead would equate to $600,000.  Your sales however are not equal every month so one month you may have $200,000 in sales, and in another only $85,000.  If your overhead runs about $50,000 a month, that would mean it was 25% in the month you sold $2,000,000 and 59% in the month you sold $85,000.  The point here is that your monthly overhead is a dollar amount, never a percentage.  After all, your fixed monthly expenses cannot be paid with by a percentage.

 

In order to accurately determine your firm’s average monthly overhead, you must first make sure your overhead is properly classified.  You can use the chart below to do this.  First, using this chart, highlight all direct costs or cost of goods sold that you currently have classified as overhead expenses.  Next, reclassify and move the general ledger accounts that should be listed in your cost of goods sold section but are listed as overhead in your P&L.  Incoming blogs, we will go through how to compute your average monthly overhead and breakeven point.

 

The following chart should serve as a guide for properly classifying your overhead expenses.

 

Employee Expenses

Officer Salaries

Office Salaries

Sales Salaries

Payroll Taxes

Uniforms

Employee Benefits/401(k)

Insurance Expenses

General Liability Insurance

Life Insurance

Health Insurance

Dental Insurance

Property Expenses

Property Taxes

Rent

Cleaning/Sanitation

Refuse Removal

Utilities

Communication Expenses

Cell Phones

Answering Service

Office Expenses

Postage

Software Updates & Support

Office Equipment Repair

Office Supplies

Marketing Expenses

Trade Shows

Travel/Meals

Advertising

Printing

Web Expenses/Yellow Pages

Professional Expenses

Professional Fees

Dues & Expenses

Payroll Services

Retirement Plan Fees

Financial Services

Bank Service Fees

Collection Service Fees

Credit Card Fees

Interest Expense

Other Expenses

Truck Leases

Bad Debt/Returned Checks

Depreciation

Amortization

Leasehold Improvements

Courtesy of HVAC Business Dr.


If You Were Fired – Would You Be Missed?

If You Were Fired - Would You Be Missed?

Courtesy of blogging4jobs.com

A couple of years ago there was a great article in the ACHR News that asked the question, what makes an employee indispensable? One employee that I used to know said the secret was to be like a blade of grass – keep your head down so it doesn’t get chopped off. That strategy however would suggest that you blend in, fly under the radar, not stand out, fit in, in essence – be an average employee!

 

The article then referred to a post by Joe Crisara of ContractorSelling.com who posed the question that is the title of this blog. Joe suggests that rather than being invisible, you should strive to be indispensable. He further pointed out that being indispensable is a three-legged stool which includes the traits of being the go to expert, having customers who are your fans and bringing home the bacon. Joe went on to explain in his post that being good with customers is not enough if you have callbacks, and that being technically sound is not enough if you are not good with customers.

 

Being a good employee means that you have to put yourself in the mindset of your employer or supervisor. Do you know what their goals are and how they are being measured? If you don’t know, you should ask. Furthermore, look at those employees in the organization who are succeeding and who are getting the promotions. Observe their behaviors and see what it is that makes them successful. Often times, you will likely see that they are the people who tackle the tough jobs, not the easy ones. You will also likely find them to be among the first to lend a hand to a coworker who is having difficulty with something, and a common denominator of these individuals is that they have a positive attitude about both their job and the company. Finally, the successful individuals in any organization are not ones who look at their job as an 8-5 proposition. They are the ones who work to better themselves by becoming a knowledge expert, studying after hours in an effort to hone their expertise. When you’re amongst the 80/20 crowd, be the latter, not the former!


Running And Planning Promotions

Running And Planning Promotions

Picture courtesy of startupnation.com

This blog is the 3rd in a series which discusses marketing plans. The 1st one talked about the need for and benefits of having a written marketing plan. The 2nd talked about the three elements of a marketing plan, the importance of promotions and a sample of product, service and other types of promotions. In this blog we will discuss how many types of promotions you should run and when, along with how you make people aware of these offers.

 

The question of how many types of promotions you should run is a function of of what you are trying to accomplish. Do you want to increase business for your service department during the slow season, tap into preseason equipment sales or try to drive overall business during a cooler than normal summer? While retaining the ability to be flexible should be an element of your promotional schedule, one thing that all experts agree on is that you have to be consistent. It is consistency over time and not the “splash and dash” marketing effort that produces results. The best way to make sure this effort is consistent is to plan it into a monthly calendar. The calendar below is an example demonstrating this concept.

January February March April May June
Heating 2-3 2-3 1-2 1-2 ? ?
Cooling ? ? 3+ 2-3 2-3 2
Service 1-2 1-2 1-2 1-2 1-2 1-2
July August September October November December
Heating ? ? ? 1-2 1-2 1-2
Cooling ? ? 1-2 1-2 ? ?
Service 1-2 1-2 1-2 1-2 1-2 1-2

How much should you spend on marketing, advertising and promotions? Experts say you should be spending 2 to 5% of all replacement and service sales on marketing. For some of you that number may come as a shock, but the industry average is 4.3%. If you want to be aggressive, you can add manufacturers co-op on top of this number and if you want to be more passive you can use co-op to reduce from these percentages. Once you have decided how much you are going to spend, what format these promotions will take and how many you will run and when, there is one more question to be answered – how do you make people aware of your promotions? Broadly speaking, there are 2 audiences to be reached, internal and external. External audiences or customers can be reached through the many channels utilized to advertise and promote your company – website, print media, electronic media, social media and direct mail. The mistake some companies make is forgetting about that 2nd audience, internal staff. You never want a service tech or someone who answers your phone to be surprised by a customer who tells them about a promotion your company is running! That is both embarrassing and unprofessional. Prior to the start of any ad or promotional campaign, make all of your office, installation and service staff aware of the specific ad/promotion that will be running and the dates during which it will run. Create a large wall calendar that clearly identifies every ad and promotion you are running as well as the dates, and post it in a prominent place where employees can see it. Your employees should all be part of your social media audience, and it goes without saying that all promotions should be prominently displayed on your website. These are just some of the steps that will firmly put you in the position of running your business – as opposed to having your business run you!

Courtesy of HVAC Business Dr.