Arkansas HVACR NewsMagazine November 2025

HVACR NewsMagazine November 2025

Business & Marketing Tips

someone who has never called before). Tally and track the results.

25 Ways to Increase Profitability

This is where you should place your marketing efforts – they will produce the best results. #22 – Know which of your sales people produce the best results Burning sales leads is one of the greatest hidden costs of business operations. Here’s what I mean: Salesperson A and Salesperson B each have the same average sales price. Salesperson A’s closing ratio is 25%. That means for 10 leads that you give salesperson A you will win two and a half sales. Salesperson B’s closing ratio is 50%. That means for 10 leads that you give salesperson B you win five sales. Salesperson A is killing you by burning leads. His effectiveness is half Salesperson B. Why not give all the leads to salesperson B who has double the closing rate of salesperson A? (Or, what if salesperson A got trained properly and increased his closing rate and average sale?) Salesperson ineffectiveness will kill your bottom line. #23 – Know who your most profitable customers are Along with marketing tracking and sales tracking, determine who your most profitable customers are. Who are the ones with the highest net profits per hour? Who always invest in high efficiency equipment?

Here are profitability ideas for sales, marketing and customer activities.

#21 – Know which of your marketing activities produce the best results Effective marketing is a combination of the right message sent to the right target customer using the right medium. Right message: What is the purpose of the marketing? Is it to get the telephone to ring? Give customers simple actions to take to be more comfortable in their home or office? Building your brand? Make sure you know the purpose of the marketing you are doing and it clearly states the desired action by the recipient. Right target customer: Who is your ideal customer? Talking to people who can’t make decisions, are not responsible for the heating and air conditioning in their home/office, or are too far geographically to serve profitably is a waste of money. Find out where your existing customers are and market around them. Right medium: Where do customers find information when they need heating or cooling services or replacement? My bet most of the time when you ask, it is a referral or they see your truck which leads them to your website. Most people tune out ads because they are inundated with them.

Whenever someone contacts you, please ask how they found your company (if it is