Welcome to IAQ Series #2 The Details of Great IAQ Process
Feb 02, 2016
Welcome to IAQ Series #2The Details of Great IAQ Process
Your Hosts for Today’s Conference are:Gary Elekes in Nashville, Tennessee
Gary Oetker in Plano, Texas
Conference Objectives: Review how the elements of this IAQ
training series tie together to form a Great IAQ process.
Review the steps to implementing an IAQ process for any contractor.
Review how to use a S.W.O.T. analysis to evaluate your company’s current IAQ capabilityReview the various IAQ sales strategies and how this affects the consequent sales processReview how the IAQ marketing strategies support the sales strategies Review how to set IAQ goals and how to put together a plan to achieve attain the goalsReview how to implement your IAQ plan
Agenda for Conference
1. Do Your Homework2. Choose Your IAQ Offerings3. Choose Your IAQ Sales Strategy & Sales
Processes4. Choose Your Marketing Strategy5. Set IAQ Installation & Quality Standards6. Set IAQ Goals & Write Plan7. Implement IAQ Plan8. Manage IAQ Day-To-Day
What Makes a Great IAQ Process?
Know the BasicsS.W.O.T. Analysis
Strengths Weaknesses Opportunities Threats
Consider Capital Investment RequirementsConsider Competitive ForcesConsider Manpower Requirements
1. Do Your Homework
Products Air Cleaning Ventilation Humidity Control
Services Precision Tune Up Duct Cleaning Duct Testing Duct Repair and Renovation Air Balancing
Determine Your Costs (material/equipment/labor)
2. Choose Your IAQ Offerings
Existing Comfort Advisors Bundled With Equipment Replacement Separate IAQ Offer
Service & Maintenance Technicians Accessory Sales
Dedicated IAQ Sales & Installation People Consider Financial Statement Structure
Other Considerations Pricing Sales Agreement (compensation details)
3. Choose Your IAQ Sales Strategy
IAQ In-Home Sales Process Greeting Customer Assessment Technical Assessment Sales Presentation Close
IAQ Sales Collateral (Credibility Book, Price Sheets, etc)IAQ Sales Support (Lead Tracking, Dispatching, Debrief, Managing Open Leads, Reporting, Etc.)Financing OptionsPost Installation & Customer Referral
3. Establish Your IAQ Sales Process to Support Sales Strategy (cont).
Marketing to Existing Customers (service strategy) Technician Set Sales Leads Direct Marketing to Customer Base
Acquiring New Customers (advertising strategy) Conventional Advertising & Direct Marketing
Third Party Programs (Duct Upgrade Programs)Special Offerings
Air Testing Devices
4. Choose Your Marketing Strategies
IAQ Installation Standards Add to Existing Installation Standards
Quality Standards Solicit Customer Feedback On Site Visits
5. Set IAQ Installation & Quality Standards
Set IAQ Revenue GoalsSet IAQ Gross Margin Goals
Gross Margin Percentage Gross Margin Dollars Per Man Day
Set IAQ Sales Lead GoalsSet IAQ Closure Rate Goals
Set Goals for Month & For Week Know Daily Sales & Lead Goals If You Achieve Daily Goals, You Achieve Weekly &
Monthly Goals
6. Set IAQ Goals & Write Plan
Goals Proactive Lead Planning - Weekly
1) Sales Target Total for the Month 15,000$ 2) Average Sale/Ticket Price 600$ 3) Number of Sales Required 254) Credit Rejects if any 0%5) # of Sales Needed 25
Formula Jobs Needed = Sales Needed(1.0 - Credit Rejects)
Example:16% Credit Reject = Installs Needed = Installs = Number of Sales Needed
1-1.16 0.84
6) Closure Rate 28%7) Leads Needed 898) Working Days in the Month 219) Leads/day necessary to hit sales goal 4.25 Per Day
10) Sales per day needed to hit sales goal 1.19 Per day
Elements of a Written PlanSample planning sheet:
Goal or Objective: Implement IAQ Program by the end of May ‘04 Action Steps Accountable Timeline Resources Decide on IAQ products & services to offer
Owner & Sales Manager
May 1st
Finalize IAQ Marketing Plan Owner & Sales Manager
May 7
Assemble IAQ cookbook price sheets
Sales Manager
May 7
Lead Coordinator
Finalize weekly sales goals for IAQ
Owner & Sales Manager
May 14
Update Sales Agreement for Comfort Advisors to cover IAQ compensation details
Owner & Sales Manager
May 14
Update Comfort Advisor Credibility Book
Sales Manager
May 21
Kinko Printing $1,000
Introduce IAQ Program to Comfort Adviser at May 28th sales meeting
Sales Manager
May 28
Identify Goal or Objective
Identify Action Steps
Identify Who Is Responsible
Identify Completion Date
Identify Resources Needed
Discuss Involve PersonnelConclude Get Buy-In on DecisionsCommit All Hands in Team GoalCreate Idea to reality – stuff!Execute Accountability to do WorkFeedback Measurements & ReportAdapt Plan Adapt as Needed – Start
from the top again
7. Implement IAQ Plan
Monitor Key IAQ MeasurementsDaily RevenueSales LeadsAverage SaleClosure Rate
Be Proactive in Adapting IAQ Marketing & Operating Plans to Attain Daily GoalTake Advantage of Opportunities That May Come UpHave Fun
8. Manage IAQ Daily Activities
Questions
&
Answers