< Previousz Improved Company Culture zEnhanced Employee Performance z Increased Employee Engagement & Retention zTop Talent Attraction zNext Generation Leadership Development z Compliance & Risk Management zSignificant Competitive Advantage. Let’s dive in! IMPROVED COMPANY CULTURE Emphasizing continuing education creates a culture of lifelong learning where continuous improvement and growth are encouraged and celebrated. This positive culture fosters collab- oration, knowledge sharing, and a sense of com- munity among employees. In her blog post, 20 Tips for Creating a Learning Cul- ture in the Workplace, au- thor Emma O’Neill cites an IBM study that focused on the value of employee training. That study showed that “84% of employees within the best-performing or- ganizations are receiving the training they need compared with 16% in the worst-perform- ing companies. And in another recent eLearning report, 94% of employees said investment in training and development is one of the major reasons they would decide to stay in a role longer.” When learning becomes integral to your com- pany’s DNA, employees become more proactive in seeking knowledge, exploring innovative ideas, and embracing change. This adaptability is crucial in today’s dynamic T oday’s HVAC industry is constantly evolving. Driven by government regu- lation, climate activists, technological advancements, misinformation, social media, low-bid competitors, and changing cus- tomer expectations, this isn’t your granddaddy’s heating and air business! To thrive in this crazy environment, you must innovate to gain a competitive edge and drive fu- ture success. While technology and market strategy play vi- tal roles, one investment that significantly shapes your future is often overlooked. That important investment is continuing education for yourself and your employees. Ongoing educational investments equip em- ployees with the mindset and skillset to embrace change and drive innovation. In this article, you’ll learn how a commitment to continuing education leads to future success through: 10 AUGUST 2023HIGH-PERFORMANCE HVAC TODAY How Training Investments Shape Your Company’s Future By David Holt TRAININGEDUCATION IS THE FUEL FOR CREATIVE CRITICAL THINKING Enhancing your employees’ skills encourages creativity while improving critical thinking and problem-solv- ing abilities. When employees have the opportunity to develop their capa- bilities, they become more confident in exploring new ideas and different approaches. Educational investment fuels in- novation within the business. A well- trained workforce is more likely to identify opportunities for improve- ment, suggest creative solutions, and adapt to changing circumstances. A culture of innovation positions the company for long-term success and sets it apart from competitors. Training programs also foster a cul- ture of continuous improvement, where employees actively seek ways to enhance their skills and contribute to the company’s overall success. This collective drive for improve- ment and excellence permeates the business, resulting in increased oper- ational efficiency, customer delight, and fantastic business performance. When your company operates with a culture powered by a growth mindset, innovation, and continuous improve- ment, you are well on your way to en- joying the High-Performance HVAC success of your dreams. ENHANCED EMPLOYEE PERFORMANCE Employees learn about the latest advancements, emerging technolo- gies, industry trends, and best prac- tices through great training programs. Ongoing education ensures employees remain competent and relevant, mak- ing them a valuable asset to customers and your business. Continuing education often involves interacting with peers, experts, and industry professionals in classrooms and industry conferences. This in- teraction provides opportunities to expand your professional network, business environment, where the abil- ity to learn and evolve is often the dif- ferentiating factor between success and stagnation. A lifelong learning culture attracts top talent and inspires existing em- ployees to stay with the company and strive for excellence. It promotes what the Harvard Business Review calls a growth mindset and continually en- courages employees to seek knowledge and self-improvement. This growth mindset extends well beyond professional life too. A growth mindset leads to personal growth, bet- ter relationships, and improved intel- lectual curiosity. Training investments should in- clude programs that promote prob- lem-solving, design thinking, and collaboration. This enables your em- ployees to develop innovative solu- tions to problems they encounter in the field. Training investments unlock innovation and creativity within your business. AUGUST 2023 11HVACTODAY.COM12 AUGUST 2023HIGH-PERFORMANCE HVAC TODAY TRAINING growth. When employees feel valued and supported, they become more en- gaged and motivated, boosting morale and overall job satisfaction. Employees who see a clear path for growth within a company are more likely to remain loyal and contribute their best efforts to its success. This leads to higher employee retention rates, which reduces expensive re- cruitment and training costs associat- ed with high staff turnover rates. TOP TALENT ATTRACTION Your training investment also cre- ates a positive perception that can to acquire new skills and take on more significant assignments, fostering a sense of engagement and career pro- gression. Continually updating their knowledge and skills increases their chances for growth and advancement. Being adaptable and versatile in the face of change also increases em- ployability and long-term profession- al success. If your education stops at learning how to charge an R-22 sys- tem, your value to the HVAC industry is greatly diminished! By offering continuing education, you, as a leader, demonstrate commit- ment to employee development and collaborate on projects, and exchange ideas. Building a robust profes- sional network can be instrumen- tal in career growth and professional support. Your well-trained workforce leads to improved job performance, increased productivity, higher quality work, few- er callbacks, more five-star reviews, and unlimited referrals from delight- ed customers. INCREASED EMPLOYEE ENGAGEMENT AND RETENTION Furthermore, training programs provide opportunities for employees AUGUST 2023 13HVACTODAY.COM TRAINING viduals from diverse backgrounds, generations, and skill sets. Training investments can bridge the gap be- tween different generations, foster collaboration, and promote a culture of inclusivity. In today’s tight labor market, you need every recruiting advantage you can muster. A life-long learning com- mitment creates a competitive advan- tage in the talent market, ensuring a steady influx of skilled individuals into your business. NEXT GENERATION LEADERSHIP DEVELOPMENT Effective leadership drives growth and guides your company’s future di- rection. Training investments play a pivotal role in nurturing leadership value their growth and offer opportu- nities to expand their skills. The modern workforce has indi- significantly impact recruitment ef- forts and your ability to attract high-quality candidates. Investing in employee training benefits the indi- vidual employee and contributes to your company’s overall reputation and brand image. A strong brand helps to attract top talent and positions you as an em- ployer of choice in the market. When you prioritize training and develop- ment, people see your company as for- ward-thinking, employee-centric, and invested in the future success of your workforce. Businesses that provide opportuni- ties for continuing education have an advantage when attracting top talent. The best prospective employees with the right mindset seek companies that “Employees who see a clear path for growth within a company are more likely to remain loyal and contribute their best efforts to its success.”Employees with the necessary skills to understand and address customer needs can build solid relationships and drive customer retention. Delighted customers become brand advocates, contributing to the compa- ny’s growth and success. STRATEGIC IMPERATIVE Training investments are a strate- gic imperative for companies shaping their future success. By empowering your employees, keeping up with industry changes, en- hancing retention, nurturing leader- ship, fostering innovation, improving customer satisfaction, and adapting to changing workforce dynamics, you position your company for growth and resilience in a rapidly evolving HVAC business landscape. Continuing education is an invest- ment in the company’s most valu- able asset: its people. Companies prioritizing training and develop- ment will unlock success and create a brighter future. If you agree, invest heavily in your people’s continuing education. If not, chances are good your high-performance HVAC dreams will turn into a low-performance HVAC nightmare. and installation standards creates bad reviews and terrible profits. Providing continuing education helps employees stay up to date on these critically essential requirements. Failure to comply can lead to severe consequences, including the death of employees or customers. Managing risk is a crucial business responsibility. Continuing education reduces the risk of non-compliance, mitigates legal issues, and reduces potentially devastating reputational damage and financial loss. SIGNIFICANT COMPETITIVE ADVANTAGE Staying ahead of the competition is crucial in today’s fast-paced and rap- idly evolving business landscape. A skilled and knowledgeable workforce gives the business a competitive edge regarding efficiency, innovation, and customer delight. Well-trained employees deliver bet- ter customer experiences. Companies enhance customer satisfaction and loyalty by investing in training pro- grams focused on customer service, communication skills, and product knowledge. talent within your business. You can identify and nurture high- potential employees for future lead- ership roles by providing training op- portunities. Leadership develop- ment programs equip employees with the skills and knowledge need- ed to take on management roles in the future. Several providers of HVAC leader- ship development programs include: zBDR Leadership Excellence Academy zBlue Collar Success Group z Grandy & Associates. Plus, many trade associations and local colleges offer management train- ing courses. I mention this because to develop a pipeline of emerging leaders who are prepared to assume critical positions, you need to groom and train them. Doing this ensures a smooth transition when vacancies arise and reduces the risk of leadership gaps. Suppose your retirement plan is based on the future financial success of your business when you are no lon- ger in the office every day. In that case, you owe it to yourself to invest heavily in the success of your next-generation leadership team. COMPLIANCE & RISK MANAGEMENT In the HVAC industry, compliance with product specifications, govern- ment regulations, and adherence to best practices are critical to your cus- tomer’s safety, health, comfort, and energy efficiency. When installing high-performance equipment on a low-performing air duct system, are you delivering what your customer deserves? Failure to comply with product specifications TRAINING David Holt is NCI’s director of National Accounts. He is also a business coach who shares his expertise and knowledge with HVAC contractors who are looking for guidance on how to implement High-Per- formance into their business. He is responsible for developing content for both classes as well as in-person training events. You can reach him at ncilink.com/ContactMe . “Continuing education is an investment in the company’s most valuable asset: its people .” 14 AUGUST 2023HIGH-PERFORMANCE HVAC TODAYAUGUST 2023 15HVACTODAY.COMInstitute’s High-Performance HVAC Summits, contractors have shared exciting and innovative ideas on some unique marketing practices they do that help bring in business during Fall. With their permission, we share some of these with you here and invite you to share any unique marketing programs that you successfully use with us. HOME SHOWS This live-action approach to marketing is often considered one of the best ways to generate leads, land new customers, and reinforce your brand image with existing customers, especially if the local home show is popular with your commu- nity. Typically, contractors will have their sales team or the owner in the booth during the show. Will Horner of Canco ClimateCare in Newmarket, Ontario, Canada, has a slightly dif- ferent approach. He says, “We have all our em- ployees take part in our home show exhibit, not just salespeople. This way, potential customers can meet our team; just as important, our team gets face time with customers and potential cus- tomers. We not only generate leads doing this, but we also build morale and pride among the employees.” TALK RADIO Before customers let you into their homes, they must know they can trust you completely. So how do you build and grow customer trust? They need to know who you are, what your company excels at, and how they can depend on you to take care of them. I t’s August, and there is a good chance that your team is still running full bore to take care of customers during the year’s busiest season. But Fall is just around the corner, and the time is now to start developing a marketing plan for the next season. Many marketing gurus talk about assets and content you must plan for and implement to achieve your goals. These often include items like: zWriting blog articles z Creating email marketing and promotional campaigns z Creating social media marketing campaigns zPutting together case studies for your sales team to use z Shooting video promotions zCreating or buying commercials on radio and television stations zPutting together specials & other promotions zDeveloping contests. There are several articles that High-Perfor- mance HVAC Today has published on these matters. Here are a few of them: Five Key Considerations for Building Your Annual Marketing Plan It’s Time to Get Real with Social Media Marketing A Content Marketing Primer for High-Performance HVAC Contractors Uncover New Opportunities This Fall Don’t Miss Fall Indoor Air Quality Opportunities Selling to New Prospects Versus Exist- ing Customers Consciously Promote Your Own Brand Marketing Performance is About Rela- tionship Building. Over the years, during National Comfort 16 AUGUST 2023HIGH-PERFORMANCE HVAC TODAY Fall Marketing Ideas That Work! By Mike Weil MARKETINGyour company is through commu- nity service. Mike Greany of Aire Rite Air Conditioning & Refrig- eration, Huntington Beach, CA, says his team has worked with groups like Toys for Tots. “Our team offers service and instal- lation discounts to customers who do- nate toys.” In his case, his company partnered with a local TV station (early morning time slot), where the station provided airtime and news coverage of the Toys for Tots event. “They even provided some social media promotions,” Greany adds. Over the years, other contractors got involved with community action groups like Habitat for Humanity, local weatherization programs, and home HVAC safety inspection pro- grams for the elderly in conjunction with local distributors. Another idea that fits under a “com- munity” header is proactively intro- ducing your field service and instal- lation team members to customers before they arrive at the home. According to Jake Basnett of Basnett Plumbing and Heating, Middleton, MA, his company sends out emails introducing their techs. The email contains embedded videos of the technician introducing them- selves, plus a little about who they are, their outside interests, and so on. “It’s all about making our customers feel comfortable,” he says. “Our tech- nicians even go so far as to pick up do- nuts for customers!” INVOLVE YOUR CUSTOMERS Darrel Sterling of John Betlam Heating & Cooling, Rochester, NY, says his company uses an installation checklist they review with the home- owner. “This includes showing them how the thermostat works,” he says. “The checklist has a second page re- ferral sheet. We ask for permission to take a photo standing next to their new furnace or outside their home and then have them email it to their neighbors. “We do this because it’s one thing to get an email from a contractor, which most homeowners will toss. It’s an- other thing to get an email from the neighbor,” he says. Sterling adds that the homeowner needs to sign off on the referral pro- gram to get discounts, and you need What better way to help potential customers get to know you than by giving them advice and expert tips via a radio talk show? Tom Johnson of TM Johnson Brothers in Grandy, MN, shared the following advice: His HVAC compa- ny teamed up with a local remodeling contractor to do a weekly home im- provement radio show. “We hosted this show and invited guests from related trades to join us on air for conversations covering ev- erything from how to select a contrac- tor, what efficiency means to monthly utility bills, and so much more.” In his case, Tom says the guests paid the radio station for the airtime. Meanwhile, he and the remodeling contractor were on air for free, and the station advertised TM Johnson Brothers’ services for free. He adds that every station has its unique approach to how their talk shows work, so it’s up to each contrac- tor to negotiate the deal that works best for them in their marketing area. COMMUNITY ACTION Another excellent way for potential customers to get to know and trust AUGUST 2023 17HVACTODAY.COMMARKETING At GV’s Heating, a QR code is displayed on their installation truck to serve as a market- ing and promotional tool to pique customer curiosity and drive leads. QR codes is that they can also help in other marketing. Mroczek says they use different QR codes for Google Re- views, Q&A, Referrals, and more. The codes go on handouts that their techs give to customers and email blasts that go out after the tech’s visit. Plus, Mroczek says everything is highly track-able using Google Analytics, and the cost is very reasonable. GET CREATIVE AND GET STARTED These are just a few unique ideas that some High-Performance HVAC contractors use to fire up their Fall promotions and generate more leads and sales. That’s not to say you should ignore the traditional marketing strat- egies mentioned earlier. This article is a reminder that you can be creative, have some fun, and build brand rec- ognition, reputation, and leads during those shoulder seasons when business slows down. The thing is, though, that you need to get started now. Brainstorm some ideas, put a plan together, and then execute them. You will be glad you did. If you have some exciting marketing ideas that work for you, drop me a line at ncilink.com/ContactMe. GV’s Heating in Glenview, IL, has QR codes on their installation truck. “We started using QR codes on this truck in March or April this year. We use an online outfit called QRCo- deChimp.com, where we design the codes. When people see the truck in traffic or someone’s driveway, they can scan it with their mobile devices, and it takes them to our ‘About’ page on our website,” Mroczek says. She adds that the code is part of their truck wraps, and they can change where the code takes a customer with- out changing the code itself. “So, we can change it during fall to point customers to any Fall Mainte- nance specials we have or just to our service agreement page.” The other great thing about using to obtain permission to use the photo on your website for other marketing and promotions. National Comfort Institute (NCI) also discusses involving customers on service, installation, or sales calls, especially when performing perfor- mance testing. NCI’s David Rich- ardson wrote the following in the article, Balancing Hoods: The Go- To Instrument for Air Upgrades: “Once you have confidence in your ability to use an air balancing hood, it’s time to use it to create a custom- er experience like no other. As you use the hood to teach your custom- ers about their HVAC system, it be- comes a differentiator. It helps you stand out. “Let customers use airflow hoods. This activity puts them in control. It changes the conversation and allows them to make smart decisions,” he writes. SHAMELESS PROMOTION Of course, other ways exist to grab attention and build brand awareness. For example, Dawn Mroczek of 18 AUGUST 2023HIGH-PERFORMANCE HVAC TODAYAUGUST 2023 19HVACTODAY.COMNext >