Sales & Marketing Track

DAY 1 FEBRUARY 13, 2020

10:00am

It All Happens at the Kitchen Table
Presented by Mike Daniels, Auer Steel

We all focus on certain areas of our business, in an effort to fine tune them to make our company more profitable. Areas such as labor management, overhead management, direct costs of goods, and operational efficiencies. But do we spend an equal amount of time on the area where the rubber meets the road? That area is at the kitchen table, with the consumer. How much time and effort do you focus on this area of your business? We’ve all heard the term “Nothing happens without a sale”. In this presentation, we’ll reveal “The 1% Caper”, and show you that putting an equal amount of focus on fine tuning your efforts at the kitchen table can have the biggest impact on your bottom line profitability.

11:00am

What You can Learn from 1,000 Negative Google Reviews
Presented by Colleen Keyworth, Online Access

We all know in this day and age customer reviews can make or break your business especially in Google. So we pulled over 25,000 Google reviews from contractors just like you! We are going to take an in depth look at the good ones, the bad ones, and the downright ugly ones, to learn exactly what this feedback can tell you about your own company’s practices. In addition we will be going over the best ways to collect more great reviews, a proactive strategy to prevent the bad ones, ways to encourage tech participation, and how to craft the best responses to the downright ugly ones.

1:00pm

Keep your Customer Bonded to You and Your Equipment
Presented by Todd Bishop, AIG

Getting into the head or your customer is one of the most challenging and important tasks to properly market and sell to them. Join us while we walk the path of the consumer journey through the HVAC buying process. We'll showcase what should be happening from the dealer/contractors position during each stage of the journey. Finally, and more importantly, we'll discuss how to create customers for life, reducing concessionary spending when things go awry, and how warranty work can be profitable.

2:00 pm

The Power of Three: Consistency in Advertising
Presented by Tina Chovanec, Jane Fisher & Sarah Appleton, Image Makers

There’s no magic bullet in advertising—all advertising platforms can work—but the critical key after strategy is consistency of presence in the platforms experts identify for your target. From website and SEO, to social media and direct mail as well as key media, you’ll hear directly from the experts that there’s strong ROI when you stick to a platform and plan. The secret of the power of three will be revealed, and a group and individual Q&A will immediately follow. Plus, visit us in booth 50 during the Expo.

3:00pm

Break Through the Broke With Flat Rate Pricing
Presented by Thomas Wright, FieldEdge

Innovative field service software and flat rate pricing are the key to helping you streamline business operations and put more money in your business’s pocket. In this training session, you will learn:

  • How to increase profitability through flat rate pricing

  • The key to running a more efficient service business

  • How to choose the best field service software

  • Tips on creating a consistent workflow

4:00pm

What Most People Don’t Realize or Won’t Tell You about Digital Marketing
Presented by Daniel Eller, BXB Media

In this fast-paced presentation, the BxB Media team will present on the current state of marketing to grow your HVAC business. They will analyze the current state of Google and what it means to HVAC dealers—and then expose some realities about paid online ads (Pay-Per-Click or PPC). Topics will also include explaining how you can use online reviews to actually make your online presence stronger and the importance of having an accessible website. Finally, they will take a look at how many marketing tools and trends are evolving with today’s technology, both online and off.

DAY 2 FEBRUARY 14, 2020

9:30am

Financing: Providing Budget Comfort
Presented by Preben Lansman, Wells Fargo

Financing is an increasingly important tool for your business that can help your customers achieve their HVAC needs.  As refrigeration costs and efficiency requirements increase, customers are looking to budget their HVAC needs just as they do their other home furnishings and appliances.  Learn how to use financing in order to increase sales on installs, service calls, ancillary products and more by offering budget-friendly options. 

10:30am

What You can Learn from 1,000 Negative Google Reviews
Presented by Colleen Keyworth, Online Access

We all know in this day and age customer reviews can make or break your business especially in Google. So we pulled over 25,000 Google reviews from contractors just like you! We are going to take an in depth look at the good ones, the bad ones, and the downright ugly ones, to learn exactly what this feedback can tell you about your own company’s practices. In addition we will be going over the best ways to collect more great reviews, a proactive strategy to prevent the bad ones, ways to encourage tech participation, and how to craft the best responses to the downright ugly ones.

Auer Steel & Heating Supply Co

Questions? Email marketingteam@auersteel.com