“We want them to exude a professional appearance because we are professionals. Plus, if they want to get paid like a professional, they must act and look like one,” Miles continues.
Appearance is one thing. Understanding the technology and science behind HVAC systems is another.
“That’s why we’re always in training mode. A lot of it is on an individualized basis. Still, we bring in outside training organizations like National Comfort Institute (NCI). We do onsite training with NCI every year for combustion analysis certification and air balancing.
“We also try to keep our guys up to date on the latest and best technology. For example, we bought the MeasureQuick software for our entire field team, so they don’t have to do the math anymore. That streamlines the testing and diagnosis process for the techs and allows us to collect the data we need to analyze and solve customer comfort and safety problems,” Miles continues.
He adds that one of the things he likes about the MeasureQuick app is that it produces decent system reports his team can share with clients and interfaces with his Service Titan software.
“Data goes into the customer’s records. We can trace anything down. All our calls are there. All the documentation, too. Such automation makes it a lot easier than having to search for a physical file,” says Miles.
Other training Miles and his management team use to maintain their team’s professionalism comes from the local air conditioning contractor’s association as well as the National Air Conditioning Contractors of America (ACCA) training programs. He talks specifically about ACCA’s service manager clinics and other programs throughout the year.
Also, the Jerry Kelly Heating and Air Conditioning team takes advantage of membership in groups like The Service Nation Alliance, EGIA, and others. He says they use a lot of those groups for their online training.
“And we are open to new avenues of training our people,” he adds.
Getting the Word Out
Since he first began working for Jerry Kelly Heating in 1994 as a dispatcher, Steve Miles says that he was very interested in how marketing impacts a business’ growth.
“Over the years, I’ve learned that marketing works,” Miles explains. “The problem is knowing EXACTLY how it works.
“We’re up 10% over last year. We’re up 50% month-over-month from last October. Where’s it all coming from? It’s hard to nail down who recommended us and why. Our growth is directly impacted by reputation and marketing. It all combines and gets our brand out there.”
He adds that getting the word out means being smart and strategic and tracking results.
“Marketing is essential. I consider it part of our advertising budget.”
Miles says he believes the important thing is that the company keeps an ongoing conversation with customers and potential customers. That goes beyond advertising.
“I think of it as gorilla marketing. We give away door hangers that are reusable grocery bags with our logo emblazoned on them. We include coupons and magnets inside those. Even our trucks work to our advantage. They are purple and stand out in all the neighborhoods we work in.
Recruiting Also Requires Marketing at Jerry Kelly
In the age of what has been deemed the ‘Great Retirement,’ it is essential to work toward attracting new talent into the business. Miles says this is part of their marketing and advertising plan as well. Interestingly, he says that most applicants come from outside the HVAC industry.
“We are always trying new ways to attract technical talent to Jerry Kelly,” he explains. “We target our marketing and promotions toward people who have some mechanical aptitude and also who have the right attitude.
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