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Make the switch to Coleman® HVAC and get the brand recognition and marketing support that provide more sales power!
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| "There's so much more that we're doing as a result of Net.Prophet. It's just incredible when I look at everything. The program is phenomenal!" |
When Perrysburg, Ohio-based Affordable Mechanical Heating & Cooling switched to the Coleman® brand of heating, ventilation and air-conditioning (HVAC) equipment early in 2006, owners Linda and Rick Montgomery knew they were taking on a line of equipment with a reputation for quality and reliability. What they didn't anticipate was the scope of the marketing and technical support that accompanied their decision.
Rick Montgomery is a 17-year veteran of the HVAC industry who began his career as a service technician. Later, he started a business with two other partners, and three years ago went into business for himself. As the company grew, Rick found it increasingly difficult to manage all aspects of the business and asked his wife, Linda, to help with office administration and marketing issues while he focused on sales and service. Today, Affordable Mechanical sells and services Coleman products, manufactured by Johnson Controls, throughout northwest Ohio.
"We were familiar with the product line when we took it on, and we've been very pleased ever since with the reception the Coleman name gets whenever I mention it to homeowners," said Rick. "The products have been virtually free of callbacks and manufacturer failures." As the business partner responsible for service and installation, that track record makes Rick happy.
Linda is impressed with the marketing support that comes with the Coleman brand. Affordable Mechanical is a Coleman Liberties™ Plus dealer, which gives the Montgomerys access to a variety of cost-effective services and programs designed to help them manage their business and customer needs. Linda found the Liberties Net.Prophet program particularly useful. Developed by leading HVAC experts, this powerful online learning tool outfits participating contractors with downloadable business models/process, materials, forms and lead generation systems, in addition to providing access to other successful dealers.
According to Linda, "We live in Net.Prophet. For starters, we're using it to develop the first marketing plan we've ever had by following the steps and advice that Net.Prophet provides. We're also working hard on our leads, learning new ways to generate leads and then track them so that the leads eventually become customers -- simple things like asking people who call us how they heard about us and then noting that information. Asking that single question helps us see where leads are coming from and know what marketing efforts are working for us."
Linda points to a number of other steps inspired by Net.Prophet. "We're planning to add a telemarketer to our staff to talk to new customers, as well as our current customers. We have this database of customers, and we'd like to be sure they're happy and content so that they'll use us again. We're also putting a referral program in place that offers discounts to customers who refer us to new customers."
Net.Prophet also supports the service side of the business. Rick redesigned his installation invoices to make it easier for installers to order products. "In addition, he's using new service invoices that Net.Prophet recommends," Linda said. "These invoices capture a lot more information from the customer, including information about their existing HVAC equipment, that helps Rick recommend the system or service that best meets the needs of a customer." Rick is also using a homeowner questionnaire to gather additional information that will assist him as he prepares proposals for his customers and suggests service.
"And there's so much more that we're doing as a result of Net.Prophet," Linda continued. "It's just incredible when I look at everything. The program is phenomenal!"
Other tools available to dealers who represent the Coleman brand are proving invaluable to the Montgomerys. The couple has taken advantage of the Build-A-Brochure program, an online resource that lets dealers create customized product brochures in a few simple clicks and entries. The program enables dealers to tailor content to the specific needs of their customers and get professional-looking materials at a fraction of the costs typically associated with support literature.
They've also used the direct mail program and participated in co-op advertising and co-marketing programs, providing them access to a variety of advertising and marketing support. In addition, Affordable Mechanical was the first Coleman dealer to reserve the new Coleman mini display trailer. The eight-foot by twelve-foot trailer showcases Coleman HVAC equipment and is available to dealers for consumer events, like mall and home shows.
"It's absolutely beautiful," said Linda. "We took it to the Toledo Home Show in March and watched as it attracted a lot of attention to our booth. We probably collected in the neighborhood of 50 leads at that show and got an immediate sale, thanks in large part to the trailer. We even had our competitors visiting us, because they were totally impressed with the trailer. We were absolutely thrilled and are hoping to use it again next year."
That's because the Montgomerys are planning to continue to represent the Coleman line. "We made the switch to Coleman over the past year," said Rick, "and we're extremely happy with the results of that move. As a result, we're looking to be a Coleman dealer for years to come."
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