Home Field Advantage for Contractors

Transcription

1 Home Field Advantage for Contractors

2 WELCOME TO THE TEAM American football has 11 players on the field 12 th man is the fans Cheering Supporting Giving a home field advantage

3 WHO NEEDS A 12 TH MAN? Most contractors face these challenges: Limited resources (people and time) Limited marketing budgets No formal lead process Limited web presence 82% of contractors say they either need a website or need help with their current one Source: 2013 NORDYNE 12 th Man Plan contractor survey, n=212

4 WHO NEEDS A 12 TH MAN? And surprise challenges The contractor s business is listed online without the contractor s knowledge The contractor is losing free local leads to the competition Consumers may be giving the contractor good and bad reviews online

5 WHO NEEDS A 12 TH MAN? Most contractors want to do more with word-of-mouth marketing #1 lead source according to contractors Outranks other forms of advertising 5 to 1 for contractors Source: 2013 NORDYNE 12 th Man Plan contractor survey, n=212

6 CHANGES IN THE PAST 2 YEARS Daily time spent online: 22% Daily time spent watching TV: 7% Daily time spent on social networks: 43% Daily time spent reading newspapers: 10% One second on the Internet Source: AdWeek and emarketer

7 WHERE HVAC SHOPPING BEGINS 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 2012 Contractor Internet Friends/Neighbors Yellow Pages Advertising Traditional Advertising Magazine Articles Source: Decision Analyst, 2012 American Home Comfort Study, Replacement Buyers of HVAC (n=2,460)

8 INTERNET FOR HVAC OVER TIME 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Source: Decision Analyst, 2012 American Home Comfort Study, Replacement Buyers of HVAC (n=2,460)

9 WHERE DO CONTRACTORS INVEST? The bad: How many contractors still have Yellow Pages ads? How many contractors pay for print ads or radio? The good: How many contractors invest in a formal referral program? How many invest in their website and online presence?

10 WHERE HVAC SHOPPING BEGINS, BY AGE 70% 60% 50% 40% 30% 20% Contractor Internet Friends/Neighbors 10% 0% < Source: Decision Analyst, 2012 American Home Comfort Study, Replacement Buyers of HVAC (n=2,460)

11 EMPHASIS ON WORD-OF-MOUSE 3 out of 4 consumers talk about their HVAC experience Now they can do it online for thousands to read

12 EMPHASIS ON WORD-OF-MOUSE 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% In the last 12 months, have you recommended a local business to people you know by any of the following methods? 61% 10% 38% Word-of-Mouth Google+ Facebook Twitter 10% Source: BrightLocal 2014 Local Review Consumer Survey; n = 2,104 and 2012, 2013 Survey

13 GROWTH OF FACEBOOK 140 million (1 in 3) people in the U.S. & Canada visit Facebook every day 101+ million on mobile devices 41,000 posts every second 30,000 likes every second Source: reuters.com; fastcocreate.com

14 WORD-OF-MOUTH ON FACEBOOK

15 WORD-OF-MOUTH ON FACEBOOK

16 WORD-OF-MOUTH ON FACEBOOK

17 WORD-OF-MOUTH ON FACEBOOK

18 WORD-OF-MOUTH ON FACEBOOK

19 WORD-OF-MOUTH ON FACEBOOK

20 WORD-OF-MOUTH AS REVIEWS 88% of consumers read online reviews for local businesses up from 85% in % of consumers trust online reviews as much as personal recommendations up from 79% in 2013 Source: BrightLocal 2014 Local Review Consumer Survey; n = 2,104

21 WORD-OF-MOUTH AS REVIEWS Negative reviews are going to happen You need to make the positive ones happen

22 THE 12 TH MAN PLAN Your Playbook

23 WE ARE YOUR 12 TH MAN Our playbook includes: Training Camp Offensive Strategies Defensive Strategies Red Zone Plays Special Teams Pro Bowl

24 TWO TIERS OF PARTICIPATION Bigger Advantage

25 TWO TIERS OF PARTICIPATION Bigger Advantage Biggest Advantage Additional online benefits Must be in Tier II to add 2-Point Conversion

26 TRAINING CAMP Hone Your Skills

27 WHY TRAINING CAMP Technology has changed dramatically 2-stage scroll compressors Inverters in ducted systems Modulating furnaces Refrigerant changes Micro-Channel condenser coils Micro-Channel A-coils Specialized controls

28 WHY TRAINING CAMP Business conditions have changed dramatically Internet empowers consumers Consumers want the best value It costs less to keep a customer than gain a new one Sales skills are critical

29 OUR TRAINING CAMP Technical & Business Training incl. Access to NATE CEUs NORDYNE Technical Support Weekly Technical, Sales & Business Tips via Technical & Consumer Literature Library (Online, Mobile, ipad) iq Drive Certification NORDYNE University $1,000 Value $67.50 Value Sign up on nordyneu.com $375 Value Available $23 Value Available $4,500 Value NORDYNE University $1,000 Value $67.50 Value Sign up on nordyneu.com $375 Value Available $23 Value Available $4,500 Value

30 NORDYNE UNIVERSITY Valuable online resource Free & paid training 12 th Man Plan Portal Sign up for weekly tips

31 TECH SUPPORT Dealer ID = priority service Add it to phone contacts

32 ONLINE LITERATURE LIBRARY Access from phone or computer nordyne.com or nordyneu.com

33 OFFENSIVE PLAYS Find New Customers

34 WHY OFFENSIVE PLAYS Internet is changing how you get referrals and how consumers find you Google = #1 website in the world 40,000 searches every second Source: fastcocreate.com

35 WHY OFFENSIVE PLAYS Have you Googled yourself? This is how it should look

36 WHY OFFENSIVE PLAYS Here s how it can look for a lot of contractors

37 OUR OFFENSIVE PLAYS Angie s List Online Directory Listings incl. Google+ Local Page Optimization Logo Program $ for New Logo or Update to Existing $500 Value 1 Page; Toll-Free Phone # $125 Value $35 per Qualified Lead $350 Value Each Qualifies for 50% Co-op $215 Value Included Listing; 20% Discount on Advertising; Access to Dedicated Representative; Fetch Program $2,817 Value Professional Placement on up to 15 Directories incl. Google, Yahoo, Bing $1,000 Value $ for New Logo or Update to Existing $500 Value Multiple Pages; Unique Local Phone # $400 Value $30 per Qualified Lead $350 Value Each Qualifies for 75% Co-op $322 Value Included Listing on Consumer Website Dealer Locator Leads Prequalified by 24/7 Customer Service Radius and Direct Mail through Customer-for-Life National Brand Online Advertising Brand Builder Ad Wizard Included Included

38 ANGIE S LIST National partnership Dedicated team Automatically listed on Angie s List Icon on dealer locator when 2+ A or B reviews 20% advertising discount

39 SEO FOR ONLINE DIRECTORY LISTINGS Google+ listing plus up to 14 other directories SEO for contractor s company name

40 LOGO PROGRAM New logos from scratch 2 logo options and 2 rounds of revisions Redrawn logos Recreate existing logo as closely as possible Logo with an image/icon = $125 Logo with words only = $95

41 DEALER LOCATOR Tier I = single page listing + $35/lead Tier II = 4-page listing + $30/lead

42 NATIONAL ONLINE ADVERTISING Through Google Display Network

43 2-POINT CONVERSION Go for Maximum Impact

44 WHY 2-POINT CONVERSION Additional program option for contractors who want to grow their online presence 1. Website help 2. Facebook help Must be in Tier II

45 2-POINT CONVERSION: WEB Website Builder 6-page website Own URL Addresses For contractors who need a website or need a better one Easy to build & update Mobile friendly

46 2-POINT CONVERSION: WEB Website product feed Auto-updates Stays current Pick which products you want to highlight For contractors with up-to-date websites

47 2-POINT CONVERSION: FACEBOOK Facebook Easy Button Facebook 101 and 102 training videos on NORDYNE U HVAC Facebook best practices handbook Hands-on Facebook consultation Facebook Easy Button technology

48 OUR 2-POINT CONVERSION Facebook Easy Button Website with Custom Address Included $3,000 Value Included $3,500 Value OR Auto-Update Product Feed for Current Website Logo Program Included Included $500 Value

49 DEFENSIVE PLAYS Protect Your Customer Base & Your Online Reputation

50 WHY DEFENSIVE PLAYS You have customers to protect How do you follow up after the sale? 25% of homeowners forget their contractor s name just 2 years after purchasing a new system Yet, referrals are key to new sales Source: 2010 American Home Comfort Study, n=2,517 replacement buyers

51 WHY DEFENSIVE PLAYS You have a reputation to protect Online reputation growing in importance What happens when a customer Googles your name? Negative reviews are going to happen. What are you doing to get positive ones?

52 OUR DEFENSIVE PLAYS Custom Quarterly Newsletters through Customer-for-Life HVACfeedback.com Review Program Direct Mail Program to Current Customers through Customer-for-Life Labor Warranty Program Free $64 Value Contractors Preferred Protection Plan $6 per Customer/Year (includes printing & postage for 4 newsletters) $1,125 Value Included $1,188 Value Free + 2 Additional Mailings and Magnet Mailer $141 Value Contractors Preferred Protection Plan with Options for Co-Pay Plans

53 CUSTOMER-FOR-LIFE FREE mailings based on warranty registrations Tier I receives 3 mailers Tier II has Thank You magnet mailer plus 4 others PAID mailings like custom newsletters and direct mail pieces

54 HVACFEEDBACK.COM Online review site for homeowners to write reviews Places reviews online where they benefit contractor more No setup for contractor

55 CONTRACTORS PREFERRED PROTECTION PLAN Labor warranties sold by AIG Co-pay plans 3- and 5-year plans Renewable Tier II exclusive $65 co-pay payment directly from the consumer for each repair call

56 RED ZONE PLAYS Score More Sales

57 WHY RED ZONE PLAYS Homeowners want choices! Most Desired Improvements to Home Comfort System Faster Heating or Cooling Better Humidity Control Reduced Noise Improved Airflow Better Temperature Control Better Air Purification More Even Temperatures Greater Energy Efficiency 0% 10% 20% 30% 40% 50% 60% Source: 2010 American Home Comfort Study, n=35,676 homeowners

58 WHY RED ZONE PLAYS It s competitive out there Homeowners are tight on cash (that s why they spend 25% more when they finance vs. pay with a credit card!) Homeowners need to make a fast decision They want the expert to guide them Source: 2012 American Home Comfort Study, n=2,460 replacement buyers

59 OUR RED ZONE PLAYS Brochure Builder ComfortConsultant Sales Tool ipad App Equipment and Financing Rebates Consumer Financing Special Offers Around $2 or Less per Printed Brochure $375 Value $499 Free with ipad Sales Training ($195) $499 Value Seasonal Seasonal and Extended Synchrony Bank Comfort Plus Synchrony Bank Comfort Plus FTL Financing ComfortQuote Manual J and Proposal Software Available Available

60 BROCHURE BUILDER DIY 4-page custom product brochures Leave-behind piece to reinforce value at decision time Free to use, only pay if print Around $1 each for 100

61 COMFORTCONSULTANT In-home sales tool for the ipad Gets the consumer involved in the sales process Allows contractors to add their own pricing, financing terms, rebates Contractors select equipment they sell from a complete pre-loaded equipment database

62 2015 REBATES Homeowners get instant product rebate Contractors get finance rebate Jan. 1 March 30, 2015 Finance Rebate for Tier I and II Product Rebate for Tier II only April 1 June 30, 2015 Product Rebate for Tier I and II FTL Finance Rebate for Tier II July 1 Sept. 30, 2015 Finance Rebate for Tier I and II Product Rebate for Tier II only Oct. 1 Dec. 31, 2015 Product Rebate for Tier I and II FTL Finance Rebate for Tier II

63 CONSUMER FINANCING Comfort Plus (Synchrony Bank) Revolving credit card FTL Financing Installment loan Snap Financial & Alliance Financing Group For Canadian contractors

64 COMFORTQUOTE Manual J load calculations Partnered with Wrightsoft Options for laptop, mobile and ipad

65 SPECIAL TEAMS Build Your Business

66 WHY SPECIAL TEAMS We can help you grow your business more efficiently, effectively and profitably NORDYNE purchasing power

67 OUR SPECIAL TEAMS GPS Fleet Management Software GM Vehicle Rebate Up to 20% Discount & 36-Month Leasing Program $864 Value Up to $6,000 Rebate on Work Vehicles $6,000 Value 50% Co-op up to $300 $300 Value Included $150 Value $470 and Qualifies for 100% Co-op $470 Value ipad Purchase Program 50% Co-op up to $300 $300 Value Program Support Team Limited through NORDYNE $75 Value Starter Kit with Stickers, Yard $470 and Qualifies for 100% Co-op Signs, Magnets $470 Value Monthly E-Newsletter Included Included NORDYNE Interactive Network Available Available Webinars Mobile Web App Available Available Warranty Registration Tracking Available on Contractor Marketing Site Available on Contractor Marketing Site

68 NEXTRAQ Special discounts for Tier II members Fleet tracking (know where your fleet is) Dispatching (easily assign jobs with job schedule board)

69 GM VEHICLE REBATE GM vehicle rebate $3,350 to $6,000 for typical work trucks and cargo vans Up to $4,500 for passenger cars GM rebate only in U.S. at this time.

70 IPAD PURCHASE PROGRAM Co-op new ipad at 50% up to $300 (if funds exist)

71 NORDYNE SUPPORT TEAM NORDYNE nordyne.com

72 STARTER SIGNAGE KIT $470 per kit Eligible for 100% co-op reimbursement (if funds exist)

73 COMMUNICATIONS Monthly newsletter NORDYNE Interactive Network webinars Mobile web app

74 THE PRO BOWL

75 WHY GENUINE CONTRACTOR For contractors who want to distinguish themselves Committed to excellence in technical, sales & business skills Demonstrate superb customer service Must be in Tier II

76 WHY GENUINE CONTRACTOR Genuine Contractors receive: 100% Genuine Homeowner Satisfaction Guarantee 90 Day Product Assurance Commitment and equipment exchange Personal Use Program on iq Drive systems Priority service with NORDYNE technical team More

77 HOW TO BECOME A GENUINE CONTRACTOR Visit contractor marketing site for requirements Contact distributor to sign an agreement Once approved, training is done online Trucks Sales/Mktg/Business Technical 1-9 trucks 8 hours 8 hours 10+ trucks 16 hours 16 hours

78 VALUE & PRICING

79 READY TO SIGN? Value $8, $22, $28, Annual Fee Bigger Advantage Biggest Advantage

80 READY TO SIGN? Value $8, $22, $28, Annual Fee $150 $450 Bigger Advantage $850 Biggest Advantage