beyond your comfort zone presented by jaimi lomas general manager and vice president of service,...
TRANSCRIPT
BEYOND YOUR
COMFORT ZONE
Presented by
Jaimi LomasGeneral Manager and Vice President of Service, A.O. Reed & Co.
Adam WallensteinDirector of Service, Neptune Plumbing and Heating Co.
BONUS PROGRAM WEBINAR SERIES MODULE 7December 3, 2014
Don NealCEO & Founder
Moderator
Tips for This Webinar
Be an active participant
• Ask questions anytime on the side chat bar
• Engage by answering the polling questions
Don’t feel obligated to take notes
• Slides and webinar will be available after the
presentation at www.msca.org
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Jaimi LomasGeneral Manager and Vice President
of Service, A.O. Reed & Co.
Adam WallensteinDirector of Service, Neptune Plumbing
and Heating Co.
Other than HVAC services, what specialties do you offer? (Check all that apply.)A. PlumbingB. RefrigerationC. ElectricalD. ResidentialE. Facility Operations / StaffingF. ControlsG. PipeliningH. OtherI. N/A
Polling Question #1
Polling Question #2If you offer other services, what percentage of clients use more than one service?A. 1 – 20%B. 21 – 40%C. 41 – 60%D. 61 – 80%E. 81 – 100%F. I don’t know
OBJECTIVES
• How to stay relevant in an evolving industry• Exploring new technologies• Develop new services to sell to your current
clients• Translating your ideas into reality
What About . . . Energy Services?Not a new sale, just expanding what you
already do!
Do you proactively sell energy projects to your PM clients?A. YesB. NoC. I don’t knowD. N/A
Polling Question #3
Polling Question #4
Do you have one person that drives energy projects?A. YesB. NoC. I don’t knowD. N/A
Energy ServicesIf you care about profits, you will learn to DRIVE!
Energy Services: Getting Started
Load your SERVICE TEAM and PARTNERS on your energy bus!
Energy engineer Lighting contractor Control team Window tinting Roofing Solar Green plumbers Financing New technologies
Energy Services
Develop a working plan and KEEP IT MOVING:
Energy flow worksheet Weekly Monday morning team meetings Constant client communication Package the presentation appropriately
for the client Wrap it up - the measurement and
verification is crucial
Energy Services
Energy Services: The Plan
Develop the target list Get the word out to everyone in your
organization Talk to the techs! Go to the local USGBC meetings Set-up client “lunch and learns” Offer free audits or benchmarking
Energy Services: The Plan
Benchmark, either in-house with GreenSTAR or outsource
Take a HOLISTIC approach, bundle everything Use a phased approach Audit and upgrade YOUR OFFICE FIRST Be very careful what you promise Celebrate SUCCESS – it’s not just your
success, it’s your clients’ successes, too! Case studies, shirts, publications, GreenSTAR
Energy Services: Suggestions
This is our chance to cement long-term relationships with our clients.
Put together a plan and make it happen.
Energy Services: Recap
Plumbing, Drain Cleaning and Pipe Lining
The opportunity to expand into new territories.
Not a new sale - just expanding what you already do!
What About . . . Plumbing?
If it’s good enough for Amazon…. Customers that buy
HVAC service frequently buy plumbing service, too!!
Little effort for a high return!
So What . . .? Plumbing
Develop a working plan:1. Hire a plumbing sales/project manager 2. Choose qualified, experienced SERVICE
plumbers 3. Offer to every HVAC client4. Perform FREE cursory plumbing
inspections5. Offer free backflow inspections 6. Initial equipment investment
Now What . . .? Plumbing
1. Sell PM Contracts - Jetting2. Sell PM Contracts - Backflow3. Sell PM Contracts - Staffing
Yes, PM for Plumbing
What About Pipe Lining?
No/very little culture change, just different skill sets (still service)
Same customers Different mindset; instead of replacing
the pipe, we refurbish! Start with sewer; endless opportunities
So What . . .? Pipe Lining
Choose the right partner A whole NEW WORLD! Embrace NEW TECHNOLOGY IDENTIFY the market and CREATE
a business plan HEALTHY INVESTMENT TRAIN, TRAIN, TRAIN CROSS-SELL!
How to Get Started . . . Pipe Lining
Residential
The opportunity to penetrate the residential market.
If you offer residential services, what percentage of your clients are also commercial clients? A. 1 – 20%B. 21 – 40%C. 41 – 60%D. 61 – 80%E. 81 – 100%F. I don’t knowG. N/A
Polling Question #5
Residential is a whole new animal. New customers A new way of thinking A new way of doing things
Residential: What?
Residential scale = high margins COD = improved cash flow Big market
Residential: What?
1. Scheduling: specific time vs. “today”2. Technician training: being inside someone’s
home3. Diagnostic fee4. Different invoices: 6 signatures/initials vs. 15. Different billing structure: flat-rate vs. T&M6. Different payment structure: COD vs. billing7. Customer service: follow-up8. Different marketing: top-of-mind vs. sales
Residential: A Whole New Animal
Different mindset; office and techs need to be onboard and on the same page
Make the decision…can’t be done haphazardly
Residential: Moving Forward
Staffing Services
If you offer staffing or facility operations, do you get most of the pull-through and project work from these sites?A. YesB. NoC. I don’t knowD. N/A
Polling Question #6
Talk about building TRUST and GROWING your business.
You are already providing it and you don’t even know it!
Customize a 2080 plan around your clients needs.
Who will they call for all of the EMERGENCY HVAC & PLUMBING?
Who gets first and last look at PROJECT work?
The What and the So What . . .Staffing Services!
Now What . . . Staffing Services?
Just PROPOSE IT! Most clients wouldn’t even think of it!
Stand alone service or BUNDLED with PM. Figure out where you are nearly doing it
now. Think CUSTOM-made to order. Whoever is most creative WINS. CAUTION: Support YOUR employees –
they work for you!
Loyalty Programs
Do you have a loyalty program for clients?A. YesB. NoC. I don’t know
Polling Question #7
Polling Question #8
Do you believe your loyalty program has helped you retain and/or gain new business?A. YesB. NoC. I don’t knowD. N/A
What Is Loyalty?
The what…. Loyalty Programs
The consumer is loyal to you if they frequently buy your service.
LoyalBehavior
Low High
Desired Behavior
So What . . .? Loyalty Programs
Retain best, most profitable customers
Make good customers better
Make it easier for your clients to commit and stay!
Constantly reinforce your clients’ good choices
Now What? Build Your Own Loyalty Program
1. More about COMMITMENT than rewards! 2. LOYALTY should support the CUSTOMER
experience, not the other way around. 3. Based on hard benefits (hourly discounts) or soft
benefits (quicker response, special privileges).4. Let your employees know who your loyalty
clients are.5. Remind your clients constantly of their benefits.
GREAT TIP! Offer employees of commercial customer, free “membership” into residential
loyalty program
Key Takeaways
With Energy Services, it’s lead or get out of the way – take the opportunity to cement long-term relationships with your clients.
Plumbing, drain cleaning and pipe lining are opportunities to expand your available services with minimal additional overhead or personnel.
Take advantage of the inherent benefits, like high margins and large market, of residential services – but proceed with caution.
Building a loyalty plan is an opportunity to secure commitment from existing customers.
It’s Your Turn…
Q1: Was this webinar informative and useful?A. Yes, I found this informative and useful.B. Yes, but it wasn’t as informative and useful as I expected.C. No, this was not informative or useful.
Q2: Did the speaker present the material in a clear and concise manner?D. YesE. No
Q3: Will you download this webinar, and share it with others in your company?F. YesG. No
Reminder
The PowerPoint and handout will be available on the homepage of the MSCA website immediately after the webinar at www.msca.org.
The archived webinar will be accessible from the MSCA website within 24-48 hours.
For Additional Information or Questions, Contact:
Barbara DolimExecutive DirectorMechanical Service Contractors of America(301) 990-2210 (direct)[email protected]
Jaimi LomasGeneral Manager and Vice President of ServiceA.O. Reed & Co.(858) [email protected]
Adam WallensteinDirector of ServiceNeptune Plumbing and Heating Co.(216) [email protected]