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Customer newsletters – Just how critical are they?

By Blaine Fox

Here is the truth: After your service department, newsletters can become your the No. 1 source of sales leads. They will outstrip direct mail campaigns. They will annihilate yellow page advertising. They will beat radio advertising too. The ROI on newsletters can be absolutely outstanding. Not to mention their value as a brand building vehicle and an excellent mechanism for retaining your existing customers. But it’s also true that a lot of newsletters can’t, and never will, deliver business for contractors. That’s because too many newsletters in the HVAC world are seriously flawed or don’t allow you to generate business because of how they’re written, how they’re designed, or because they lack the necessary strategy.

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Coleman


The Fall, 2009 Classes are Set for Charlie Greer's 4-Day Sales Survival Schools!


• Are you worried about the economic climate?
• Are you or your employees having trouble getting your prospects to make a buying decision?
• Do you want to have a higher average dollar amount per sale?
• Do you want to sell more service agreements and high-end products?
• Are you having difficulty overcoming the "price objection?"
Then you need Charlie Greer's 4-Day Sales Survival School.

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Trane


Limited Time Two-For-One Offer – Ends September 4


Register for the Commercial HVACR Symposium before Labor Day and bring a colleague for FREE! Our Two-for-One Registration special allows two people from the same company to participate in the Symposium and HVACR Week for the price of one (just $595). Your registration provides access to the following:

• Two days of Commercial HVACR Symposium Conference and/or EGB Sessions – choose the sessions you’d like to attend from the 14 listed below.

• Bonus Session sponsored by Autodesk – “Sustainable Design and Energy Retrofits”

• Caterpillar Financial Center Tour – qualifying “Early Bird” registrants have an exclusive opportunity to tour the first privately owned commercial building in Tennessee to be certified under the U.S. Green Building Council’s LEED Rating System.

• HVAC Comfortech Seminar Program – Two-dozen individual sessions over four days cover Business Management, Sales & Marketing, Service Management, Technical Training, Innovations & Opportunities, and more! Visit www.hvaccomfortech.com for complete details.

• HVACR Week Exhibit Area – combining HVAC Comfortech, EGB, and CHS exhibitors, the HVACR Week exhibit floor will feature more than 130 companies displaying HVAC equipment, components, and services.

• HVACR Week Opening Keynote Event – Speaker, author, and entrepreneur Robin Crow presents “The Power of Service.” Sponsored by Trane.

• HVACR Week Welcome Reception – Enjoy food and drinks at this kick-off event, sponsored by Emerson.

• HVACR Week Thursday Evening Extravaganza – Join other attendees and exhibitors at the Wildhorse Saloon for an evening of refreshments and live entertainment, sponsored by Rheem and LG Commercial Air Conditioning.


Be Part of Something Big – At Half the Price!

As a component of HVACR Week, the Commercial HVACR Symposium exposes you to a multitude of events and activities beyond the scope of the Symposium itself. During this limited two-for-one offer, you can register two people from the same company for the price of one. Each attendee is free to pick and choose which HVACR Week events and sessions he or she would like to attend.

To take advantage of this special offer,click here to access the Two-for-One Reg Form PDF. Then fill out the form and fax or mail it as directed.
ACT NOW! To participate in this Special Two-for-One Offer, you must register by September 4!
QUESTIONS? Call Marge Dietrich at 216-931-9550



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Luxaire


Live from HVAC COMFORTECH...It’s Thursday Night!


HVAC COMFORTECH Thursday Night Extravaganza is back!

The cornerstone HVAC Comfortech social event makes its return to the famous Wildhorse Saloon where HVACR Week attendees will be shown an extravaganza they soon wont forget!

You will be treated to a mouth-watering array of refreshments while enjoying outstanding live entertainment featuring today’s hottest country music. Get your dancin’ shoes on..the floor will be open!

Shuttles will begin looping at 6:45pm at the main entrance to the Nashville Convention Center. Last shuttle from the Wildhorse saloon will be 10:30pm.

Thanks to our friends at Rheem and LG Commercial Air Conditioning for their generous support of the Thursday Night Extravaganza.

Have you registered for HVAC Comfortech yet? What are you waiting for? Click here (www.hvaccomfortech.com).

HVAC Comfortech is part of HVACR Week 2009.


REGISTER FOR THE COMMERCIAL HVACR SYMPOSIUM AND GET ACCESS TO HVAC COMFORTECH FOR FREE!

The Commercial HVACR Symposium (CHS), also part of HVACR Week, gets underway Thursday, September 24, at 9:15 am with the keynote event: Robin Crow’s “The Power of Service”, presented by Trane.

Following the keynote presentation, the Symposium offers the first of seven technical conferences designed to show contractors how to make the most of new opportunities in the commercial HVACR market and how to apply them to their businesses.

Learn how to deal with the realties of the construction process from individuals with extensive construction knowledge and experience…and intense passion that drives them to share their knowledge with others.

Scheduled sessions and speakers include the following:

VALUES AND VISION: FOUNDATIONS FOR SUCCESS IN COMMERCIAL REFRIGERATION
Presenter: Bill Almquist, President • Almcoe Refrigeration Company • Dallas, TX

KEY CHARACTERISTICS OF LEADING MECHANICAL CONTRACTORS – HOW TO RAISE YOUR COMPANY TO THE NEXT PERFORMANCE PLATEAU
Presenter: Alan L. Barnes, Jr. • Mechanical Insight Consulting • Atlanta, GA

PRESCRIPTIONS FOR PEACE: THE VALUE OF MAINTENANCE AGREEMENTS
Presenter: Bob Blanchard, Commercial Services Sales Consultant • Busby’s Commercial Services • Augusta, GA

IS YOUR SERVICE OFFERING STUCK IN THE DARK AGES?
Presenters: Tim Kensok, Vice President of Market Development • AirAdvice • Portland, OR

BEST PRACTICES FOR ENTERING THE RENEWABLE ENERGY INDUSTRY
Presenter: Todd McLeod, Vice President/Energy Services • Harrington Engineering • Rocky Hill, CT

DIVERSIFYING YOUR BUSINESS
Presenter: Richard C. Perko, PE, President • Lee Co. • Nashville, TN

LEADERSHIP TRAINING: TRAINING FOR THE FUTURE
Presenter: Joanne Stewart, Training Manager Coastal Mechanical Services, LLC.

CHS registration is now online. Go here right now to learn more about the program and to register.

Your CHS registration also includes access to HVAC Comfortech seminars and events. Register today!



ARTICLES IN THIS ISSUE

Customer newsletters – Just how critical are they?
The Fall, 2009 Classes are Set for Charlie Greer's 4-Day Sales Survival Schools!
Limited Time Two-For-One Offer – Ends September 4
Live from HVAC COMFORTECH...It’s Thursday Night!




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