HIGH-PERFORMANCEHVAC TODAY TMIf You Don’t Measure, You’re Just Guessing!™hvactoday.comAPRIL 2019The Art of Measuring Sales PerformanceALSO IN THIS ISSUE:System Temperature Testing: Use the Right InstrumentsThe Training Investment: Why Keep Employees Sharp?ABCs of High-Performance Contracting: Part 9APRIL 2019 3HVACTODAY.COMAPRIL 2019 VOLUME 3 NUMBER 04HIGH-PERFORMANCEHVAC TODAY TMSALES:The Art of Measuring Sales PerformanceMeasuring sales is just as important as measuring airflow. Tom Piscitelli highlights how to do this and make sense of it.MANAGEMENT:ABCs of High-Performance Contracting, Part 9Dominick Guarino continues his series with this discussion of the six steps of the High-Performance Sales process.TRAINING:Why Performance-Based Contractors Invest in TrainingThis month we interview four successful Performance- Based Contractors who share their success stories.TECHNICAL:System Temperature Testing: Use the Right InstrumentsIs performance testing time consuming? It doesn’t have to be. Casey Contreras shares some tips that can help.272416 DEPARTMENTSOnline Content ......................................................................................4Today’s Word .........................................................................................7High-Performance News....................................................................8High-Performance Products ..........................................................11Partner Spotlight: Jackson Systems LLC ..................................12Member Update ...............................................................................30Photo of the Month .........................................................................31HVAC Smart Mart ...............................................................................32Ad Index ................................................................................................33One More Thing ................................................................................34204 APRIL 2019HIGH-PERFORMANCE HVAC TODAYFREE Monthly DownloadThis month’s download is an instructional sheet on Ad-vanced Calibration Procedures for Fieldpiece SMAN 460 Refrig-erant Gauges. This one-pager is for use in the field by ser-vice technicians who mea-sure refrigerant in residential systems.The page details what is necessary to conduct the cal-ibration, and provides a check-listed calibration procedure. Images depict the face of the instrument and highlight exactly which settings are needed and how to set them.Go to ncilink.com/md0419, or use your phone with the QR Code below.By registering for free on NCI’s website, access this download and many more.Online UniversityFeatured in this issue is the third module in our Customer Service Training Series: Critical Elements of Customer Service. Here you will learn about effective approaches to customer service as well as how your behavior affects the behavior of others. Also covered: zDemonstrating confidence as a problem solver zDealing with difficult customers and situations zChoosing to provide superior customer service.This course is intended for your customer service reps, service providers, and customer service supervisors. Go to ncilink.com/ou0419 to learn more.ONLINE CONTENTAPRIL 2019 5HVACTODAY.COMBLOG POSTSDO YOU KNOW YOUR HVAC FIELD TESTING ACCURACY?There still exists some prejudice with regard to the accuracy HVAC field technicians can achieve when testing comfort systems in people’s homes. Rob Falke examines how he sees that changing, what decisions are being made by engineeers, design-ers, vendors, and suppliers based on those changes, and how you fit into this brave new world. Read more at ncilink.com/FieldAccuracy.MEASURE YOUR HVAC MARKETING MESSAGEIn the Performance-Based Contracting™ Industry, if you don’t measure, you’re just guessing. Well the same is true when it comes to marketing. In this blog post, Mike Weil explores how to measure this and why it’s important.Read more at ncilink.com/MktgMeasures.Heard Around The Web ...THE ENTREPRENURIAL SPIRIT SHINES ON National Comfort Institute (NCI) customer Jim Patterson is the owner of Orchard Valley Heating and Cooling in Southampton, MA. His son, Brian, had an innovative product idea that lead to their first manufactured product offering, the HVACIV®. That idea eventually evolved into a new business called JB Solutions. The company now has two products that it recently launched: zHVACIV, an automated biocide injection system for condensate drains zHumidicycle® system, a de-vice that recycles the water that is typically wasted during flow-through humidifier operation, conserving 16 ounces per minute. Check out their web page at ncilink.com/JBS to learn more.APRIL 2019 7HVACTODAY.COMTODAY’S WORDBy Mike WeilThe battle for consumers’ discretionary dollars is one that never ends. In this age of social media, digital content, and the glut of advertising, consumers are beset with what has become bothersome and noisy. They tend to tune out.And that’s where branding comes in. By the way, some people think branding means having the coolest logo or snappiest jingle. Truth be told, that IS important, but branding goes way beyond.It is like a subliminal message consumers “hear” when they need help. Basically it’s the brand that guides how customers perceive you. So, here are some key branding points worth considering: zRecognition. People tend to do business with companies they are familiar with. Your brand is how you start to attract people to your company. This makes you stand out from the crowd, which is key in the HVAC universe because there is just so much competition zBusiness value. A strong brand brings solid leverage when it comes to generating future busi-ness. It doesn’t matter if the need is for borrow-ing money for expansion, or creating new products and services such as Air Upgrades, Duct Renova-tions, and Airflow Testing and Diagnostics zNew customer generation. Can you say, ‘referral business?’ People love to tell others about the brands they like. A strong brand provides a strong image or impression in the marketplace.This makes it easier for people to positively talk about and choose to do business with you, espe-cially if you are recognized as THE expert in solv-ing comfort and efficiency issues your competition doesn’t even know about zEmployee pride and satisfaction. When employees work for strongly branded companies, they tend to be more satisfied with their jobs and have higher degrees of pride in the work they do. What is stronger than being able to perform static pressure testing and solving longstanding issues customers may not realize they have? zCreates trust. A brand that is consistent and clear puts customers at ease because they know exactly what to expect. It really represents your ‘promise’ to them. Performance-Based Contract-ing™ services is a promise that goes way beyond anything your competition can provide.THE HIGH-PERFORMANCE HVAC BRANDThink about the idea of measuring, testing, and diagnosing customers’ comfort systems, com-bined with your reputation. Add in your ability for delivering what you promise -- and proving it. That is a brand that can shine brighter than all other brands combined.Think about your maintenance agreements. Do you differentiate them from your competition’s by going beyond a simple clean and check?Every marketing pundit and consultant will tell you that your brand is key to dominating your marketplace and owning your success.It’s not easy. Nothing worth doing ever is. It is an investment in training, practice, and time. It’s cultural. But the benefits are simply awesome! In this issue, read the article on why Perfor-mance-Based Contractors invest in train-ing (page 27) which contributes to their brand. From a sales standpoint, Tom Piscitelli discuss-es principles of measurement in sales (page 20), and Dominick Guarino goes fur-ther into the ABCs of High-Performance Contracting with a step-by-step approach to sales (page 16). These are just some things successful contrac-tors do to assure they outshine the competition in their marketplace. So what are you doing to build your brand? Branding: The Key to Owning Your Customers and Your MarketplaceMike Weil is editor-in-chief and director of communications and publications at National Comfort Institute, Inc. He can be reached at mikew@ncihvac.com8 APRIL 2019HIGH-PERFORMANCE HVAC TODAYGlobal Leadership LLC z Mark Matteson – author of Freedom from Fear and A Simple Choice z Brigham Dickenson – president and founder, Power Selling Pros.According to the EGIA announcement, “EPIC2019 is designed not only to reinvigorate and entertain contractors, but also for attendees to walk away with the tools, re-sources, and knowledge they need to take their businesses to the next level of success. All con-tractors are welcome, and free registrations are available to NCI-EGIA members (hphvac.net) at most levels.So mark your calendars today. For more information, go to ncilink.com/EPIC2019.Munch’s Supply Buys Comfort Air Distributing New Lenox, IL-based Munch’s Sup-ply recently announced they acquired Comfort Air Distributing and its three Colorado branch-es. This expands the HVAC distributor’s geographic footprint to 27 locations in nine states.Munch’s, which was founded in 1956, is a member of HARDI (Heating, Aircon-ditioning, and Refrigeration Distributors International) and a supporter of NATE (North American Technician Excellence). In a recent announcement, company CEO Robert Munch says this acquisition is part of Munch’s long-term strategy to expand into other regions through stra-tegic acquisitions. The company will continue to oper-ate under the Comfort Air Distributing name, offering Rheem Heating and Air Conditioning equipment. In addition, Comfort Air will continue to serve 13 Colorado and Wyoming counties via branches in Denver, Centennial, and Colorado Springs, CO. Learn more about Munch’s at ncilink.com/AboutMunchs. Learn more about Comfort Air Distributing at ncilink.com/ComfortAirDist.Contractor Star Power Shines At ACCA EventThe Air Conditioning Contractors of America (ACCA) honored several HVAC contractors during their Annu-al Conference and Expo at the Gaylord National Harbor in Washington, D.C., February 12-14.Phil Forner of Allendale Heating Co., Allendale, MI, received the organization’s highest honor: their Spirit of Indepen-dence Award.This award is presented to an individ-ual who makes significant and lasting contributions to the strength, success, and independence of HVACR contrac-tors. It recognizes one individual who goes above and beyond the call of duty, displaying creativity, ingenuity, and perseverance in their pursuit of a better industry.NCI Partner EGIA Announces EPIC2019EGIA recently announced the dates for its annual meeting for HVAC contractors: EPIC2019. The event is scheduled for Oc-tober 3-4 at the Bellagio in Las Vegas, NV. EPIC is an acronym for “Educating Pro-fessionals in Contracting,” and has been hosted by EGIA for many years.EPIC2019 has a whole host of highly recognized speakers presenting best- practice seminars on marketing, sales, recruitment, leadership, and man-agement. Speakers include: z Opening Keynoter Max Major – world-renowned mentalist and mind reader z Closing Keynoter Jay Leno – leg-endary comedian and television host z Weldon Long – author and HVAC business consultant z Drew Cameron – president, HVAC Sel-lutions and Energy Design System, Inc. z Gary Elekes – president, EPC Training z Steve Shallenberger – author and president, Becoming Your Best HIGH-PERFORMANCE NEWSEvents and Announcements:The HVAC Industry Never SleepsAPRIL 2019 9HVACTODAY.COMwell as on the Standards Task Force z Led ANSI recognition efforts for recognizing ACCA as a standards development organization z Driving force behind ACCA’s involvement in the International Code Council and International Association of Plumbing and Mechanical Officials z Active in Government Relations activities z A strong proponent of encourag-ing young people to join the HVAC industry.“ACCA is proud to honor Phil Forner with the Spirit of Independence Award, ACCA’s highest honor,” said Barton James, ACCA president and CEO. “He has made significant contributions that will have a lasting impact on profes-sionalism in the industry. Phil is certain-ly dedicated and passionate about our industry, and he joins a select group of others who have received ACCA’s most treasured award.”The second star recognized during the ACCA event is John Sedine of Engineered Heating & Cooling in Cedar Springs, MI. John received the Distinguished Service Award.In a press statement, ACCA said, “Each year, ACCA recognizes one volunteer who has demonstrated an extraordinary commitment to ACCA and the contract-ing industry with the Distinguished Service Award.“Sedine has been a devoted leader in the industry and ACCA for more than 25 years. He served as Chairman of the ACCA Board of Directors in 2010, served Among his contributions: z Served on ACCA’s Board of Directors, eventually becoming chairman in 2007 z Active on several committees and served as chairman of the Technical Service and Codes Committees as Phil Forner receives ACCA’s highest honor: The Spirit of Independence Award.Next >