Your complete guide to strategies that will help you find new customers, defend your current ones and close more sales.

Transcription

1 Your complete guide to strategies that will help you find new customers, defend your current ones and close more sales.

2 Training Camp: Hone Your Skills Times are changing. And the HVAC technology that was so commonplace in the 1990s is virtually obsolete now. To help you keep current, we have a wealth of resources available at NORDYNE University, Welcome to the Team. Congratulations on being selected for the 12th Man Plan. In American football, there are 11 players for each team on the field trying to score points or prevent the opponent from scoring points. But the home team has one advantage supportive fans in the stadium. Better known as the 12th Man advantage, the fans can influence the momentum of the game with noise and excitement. When the hometown team is on defense, the fans can cheer so loudly that they disrupt the offensive play for the opposing team and hinder the team s ability to score. When the home team is on offense, the cheer of the crowd after a touchdown or big play energizes the players and deflates the opposing team. Clearly, the 12th man makes a difference. We are your 12th man your loyal fans who are working by your side to give you not only a home-field advantage, but also help you score more sales and better defend your current customer base. Inside this playbook you ll find everything you need to know to take full advantage of the 12th Man Plan. If you have questions, please contact your distributor or your NORDYNE support team. We re ready to coach you through the whole process. Online Technical, Business and Sales Training Weekly Technical, Business and Sales Tips via Access to NATE CEUs Technical and Consumer Literature Library (Online, Mobile, ipad) Of course we also have outstanding technical support directly through NORDYNE. Our technical service team always rates high in customer satisfaction surveys. NORDYNE Technical Support: iq Drive Certification: Contact your distributor to learn more about becoming certified. CHANGING TIMES Top HVAC Technology Changes Top Market Changes The Roster NORDYNE 12th Man Plan Support Team... 12thman@nordyne.com NORDYNE ( ) NORDYNE Technical Services Customer Service to Accept Leads MY-1-LEAD Angie s List Support Team Zenergy Works Support Team stage scroll compressors Inverters in ducted systems Modulating furnaces Refrigerant changes Micro-Channel condenser coils Micro-Channel A-coils Specialized controls Replacement demand is down New construction is down Consumers want the best value, not the lowest price It costs less to keep a customer than gain a new one Sales skills are critical 1 2

3 Offensive Plays: Get Aggressive in Finding New Customers Our Offensive Plays Where have the homeowners gone? Yellow Pages usage drops every year. What s replacing the big yellow book is online searching. In fact, more HVAC shopping starts on the Internet than with friends or family. Thanks to social media sites such as Facebook and Twitter, what used to be word-of-mouth is now turning into word-of-mouse. What does your online presence look like? Think your core customers don t use the Internet? Even small towns have a high number of local searches for heating and cooling repair. Current customers may call you directly, but what about new customers or customers who remember your name, but not your number? STATS Turning to the Internet for HVAC augment and streamline your online presence to help you attract new customers. 40% We ll list you here: 30% 20% 10% 0% We ll help you capture leads: Angie s List Online Directories Google+ Local Page Consumer Website Dealer Locator Expanded Listing on Consumer Website H igh-quality Leads from Your Consumer Website Listing Prequalified by our local customer service center 24/7 availability Satisfaction survey with homeowner One Contractor per Lead 2010 We ll help you advertise: Just 4% of homeowners start their HVAC shopping with the Yellow Pages. Only 5% start with print ads, radio, television and direct mail combined. 32% start with the Internet. If you haven t already, take some time to Google your company name and see what your online presence looks like. For many homeowners, this will be their first impression of your company. Angie s List Coupon to Homeowners: Scan this code with your smart phone to view a video on our lead process. R adius Direct Mail Marketing through Customer-for-Life To scan a QR code, you will need a free app. We like Scan and QRReader. 20% discount on advertising cost N ational Brand Advertising through Angie s List Co-op Advertising Program Brand Builder Ad Wizard Graphic Library STATS of online searches have local intent. Contractors with a professionally optimized Google+ Local listing get an average of: Calls we receive and qualify 5% 20% Appliance Heating and cooling repair or replacement 5% Contractor looking to buy parts 10% DIY These are the only leads we send you 5% Customer service 5% Other 174 monthly views and 6 clicks. 16% Warranty 28% Wrong number/ nuisance calls 3 6% Pricing 4

4 Defensive Plays: Protect Your Reputation & Your Customer Base You can t have a good offense without a good defense. Did you know 25% of homeowners forget their contractor s name just two years after purchasing a new system? And that number is even higher for homeowners who bought a standard-efficiency system. If they can t remember you, they can t recommend you and they definitely can t call you back for maintenance work or other future business. Red Zone Plays: Convert More Sales Once you re in the home, it s time to close the deal. We have strategies to help you score the sale and increase your closing ratio. Wow customers with your professional presentation: Custom Brochure Builder ComfortConsultant Sales Tool ipad App ComfortQuote Manual J and Proposal Software STATS G enerate Angie s List Reviews through Fetch Program Angie s List Special Offers: 20% discount on promoting a special offer eviewbuzz Review Generator to R Showcase Positive Reviews We ll make sure your current customers stay that way: C ustomer-for-life Direct Mail Program to Current Customers: Stay top of mind ontractors Preferred Protection Plan C Labor Warranty Program: They ll be motivated to call you if a repair is needed Offer them a deal they can t refuse: C ustom Special Offers on Consumer Website Listing of homeowners gather information about a heating and cooling purchase from friends and neighbors. That s more than all forms of advertising combined. L ocal Rebates and Incentives on Consumer Website Listing Consumer Equipment Rebates Consumer Financing Special Offers STATS Current customers and referrals are key to business growth How homeowners gather information about HVAC. 63% 32% 28% 5% 4% 3% 5 Contractor Internet Friends and neighbors Traditional advertising Yellow pages Magazine articles Homeowner s most important reason for selecting an HVAC contractor to bid on a job. Homeowner s most important reason for hiring an HVAC contractor. 25% Used contractor before 18% Recommendation or referral 9% Knew owner or manager 25% Used contractor before 10% Good reputation 9% Low price Urgent situation We ll help you protect your online reputation: of new system purchases are driven by breakdown or anticipated breakdown. A professional presentation can quickly earn homeowner trust. Homeowners who finance spend MORE than when they pay cash. 6

5 Special Teams: Your Business Builders Special teams are brought in to execute kicking plays. These are players with specialized skills developed to maximize the team s advantage. Your Special Teams are business-building tools that you can use to work more efficiently, effectively and profitably. Use the latest technology: GPS Fleet Management Software through NexTraq: Up to 20% discount and 36-month lease program that includes all equipment, eliminating upfront expenses Don t Forget Your Official Team Merchandise. Contractor uniforms Vehicle ID program Yard signs Illuminated building signs Apparel and hats Giveaways and awards The 12th Man Plan ipad Purchase Program: Up to $300 reimbursement (if co-op funds are available) To view it all, log on to your contractor marketing site. Stay connected with NORDYNE communications: Program Support Team through NORDYNE: 12thMan@nordyne.com and NORDYNE Monthly E-Newsletter NORDYNE Interactive Network Webinars Access your information from anywhere: Mobile Web App with Business Links Warranty Registration Tracking 7 8

6 Program TIER I ($150 Annually) BIGGEST ADVANTAGE! TIER II ($400 Annually) Technical & Business Training NORDYNE University NORDYNE University Genuine Contractor Training Program (avail. Spring 2013) The 12th Man Plan Training Camp: Hone Your Skills NORDYNE Technical Support Weekly Technical, Business and Sales Tips via Sign up on nordyneu.com Sign up on nordyneu.com Access to NATE CEUs Available Available Technical & Consumer Literature Library (Online, Mobile, ipad) Available Available iq Drive Certification Available Available Offensive Plays: Get Aggressive in Finding New Customers Defensive Plays: Protect Your Reputation & Your Customer Base Angie s List Listing Included Angie s List Special Offer for Homeowners 40% Membership Discount Online Directory Listings Professional Placement on up to 15 Directories such as Yahoo and Bing with Annual Updates Google+ Local Page Optimization Professionally Optimized Listing with Annual Updates Listed on Consumer Website Dealer Locator Included Included Expanded Listing on Consumer Website One page Four Pages 24/7 Customer Service to Prequalify Leads Included Included Prequalified Leads from Consumer Website $35 $30 Radius and Direct Mail Marketing through Customer-for-Life Qualifies for 50% Co-op Qualifies for 75% Co-op Angie's List National Brand Advertising Included Included Co-op Advertising Program Check with Distributor for Funds Available Check with Distributor for Funds Available Brand Builder Ad Wizard Included Included Graphic Library Included Included Angie s List Reviews ReviewBuzz Review Generator Free Buzz Score ($125 value) Customer-for-Life Direct Mail Program to Current Customers Free ($4 per Customer Value) Access to Dedicated Angie s List Representative and Fetch Program Free Buzz Score ($125 value) Free RapidReviews 2-Month Trial Membership (up to $400 value) Free + 2 Additional Mailings ($5.72 per Customer Value) The 12th Man Plan Labor Warranty Program Contractors' Preferred Protection Plan Contractors' Preferred Protection Plan 9 10

7 Program TIER I ($150 Annually) BIGGEST ADVANTAGE! TIER II ($400 Annually) The Red Zone: Convert More Sales Custom Brochure Builder Included Angie s List Advertising 20% Discount Custom Special Offers on Consumer Website Listing Included Local Rebates and Incentives on Consumer Website Listing Included Equipment Rebates Seasonal Seasonal and Extended Consumer Financing Special Offers GE ComfortPlus GE ComfortPlus and FTL Financing ComfortConsultant Sales Tool ipad App $499 Free with ipad Sales Training ($175) ComfortQuote Manual J and Proposal Software Available Available Special Teams: Your Business Builders GPS Fleet Management with NexTraq Up to 20% Discount ipad Purchase Program Up to $300 Co-op Reimbursement Up to $300 Co-op Reimbursement Program Support Team through NORDYNE Limited Included Monthly E-Newsletter Included Included NORDYNE Interactive Network Webinars Available Available Mobile Web App with Business Links Available Available Warranty Registration Tracking Accessible via Contractor Marketing Site Accessible via Contractor Marketing Site DEPTH CHART The 12th Man Plan Offense iq Drive #24.5 Heating and Cooling Systems Experience: Voted MVP status by national consumer magazine four consecutive seasons; most efficient player on the market Defense Anteater MC #MC Micro-Channel Indoor Coils and Air Handlers Position Player 1 Player 2 Player 3 Player 4 Player 5 Player 6 Gas Furnaces Split Systems Packaged 97%+ AFUE iq Drive 24.5/22 SEER iq Drive A/C & Heat Pump 20 SEER iq Drive Gas Pack 95.1% AFUE 2-Stage Variable & Fixed 18/19 SEER iq Drive Heat Pump 15 SEER ihybrid Dual Fuel 95% AFUE ECM 16 SEER 2-Stage 15 SEER Gas Pack 2-Stage, Variable 92.1% AFUE 80% AFUE 2-Stage Variable & Fixed 14/15 SEER 13 SEER 14 SEER 2-Stage 13 SEER 80% AFUE Coils Anteater MC Micro-Channel Anteater Alloy Tube-in-Fin Tube-in-Fin LEAGUE LEADERS Warranty with Registration One of the Longest Parts Warranties Equipment Replacement Program 11 12

8 Get Started Here s how to suit up and get in the game with the 12th Man Plan. The NORDYNE 12th Man Plan Support Team will be calling you to go over this book and answer any questions. They'll also help you take advantage of all the benefits with our partner companies. If you have questions you can call us at NORDYNE ( ). Step 1: Log on to your contractor marketing site. Click Contractor Login at the bottom of the consumer website. If you need to register for the first time, you will need your 6-digit NORDYNE account number. Step 2: Set up your preferences on how to receive leads. Go to 12th Man Plan Manager. Click on My Contact Preferences. Choose whether you want to receive lead details via s or texts, and click the appropriate icon and follow the prompts. Leads will originate from You have one hour to accept or reject the lead and then 24 hours to contact the homeowner. To accept a lead or report problems contacting a homeowner please call MY-1-LEAD. Scan to add lead contact information to your smart phone. Step 3: Set up lead payment. Go to 12th Man Plan Manager. Select My Credit Card (if this selection is unavailable, your distributor is paying for leads and you do not need to complete this step) You will be taken to a secure site in order to enter your information. The charge will appear as Merchant NORDYNE on your statement. We bill on the 10th of the month for leads received the previous month. Tier I leads are $35, and Tier II leads are $30. Step 4: Customize your consumer website listing. Go to Website Locator Listing. Verify your information. Select a main image. Hit Update at the very bottom. Step 4A: Tier II only- Write a Special Offer for your consumer website listing. Go to Website Locator Listing. Click on My Special Offers. Click Create New Offer. Write a headline, select a coupon category and write your copy. Set your start and ending dates, and hit Save. Each special offer must be approved by NORDYNE, so please allow 2-3 business days before the special offer goes live. The contact you provide will not show in your offer; it will be used to alert you once your offer has been approved or rejected. Only offers on service and equipment and accessories will be allowed. Competitive equipment offers will be rejected. Step 4B: Tier II only- Select featured products for your consumer website listing. Go to Website Locator Listing. Click to My Recommended Products. Click on the Spring/Summer or Fall/Winter tabs to choose products for those seasons. At the bottom of the screen, you can determine a date range for each season. Click the model number from the Available Products column on the left and select Add Selected to move the product to the column on the right. You can select up to 6 products. Products in the right-hand column will be shown on your dealer locator listing. Hit Save. Please allow 24 hours for the changes to go live. Step 5: Tier II only- Get Your Online Listings Created. You will be contacted by a representative of Zenergy Works, the search engine optimization experts who will be creating your listings. Zenergy Works will be calling from You must verify your Google+ Local listings. When your listing is ready to be verified, Google will call your main business phone number with a pin number. You will need to relay that pin number to your Zenergy Works representative in order to finalize the listing. Scan to add Zenergy Works contact information to your smart phone. Step 6: Tier II only- Optimize Your Angie s List Listing. Contact Angie s List at to help you maximize your visibility on Angie s List. As part of 12th Man Plan, you ll receive 20% off advertising within Angie s List. To advertise, you must have at least 2 reviews and an A or B rating. Contractors who advertise get to the top of the list and receive more leads. Scan to add Angie s List contact information to your smart phone. Step 7: Customize Your Customer-for-Life Mailers Log on to your contractor marketing site. Go to Customer-for-Life and then Manage My CFL. Follow the wizard prompts to verify your information, upload your logo, select a special offer and if you re in Tier II select two additional mailings. Step 8: Watch Your Progress Log on to your contractor marketing site. Go to 12th Man Plan Manager. Click on My Scoreboard. Access your Scoreboard to see consumer website leads, consumer survey results and views and actions on Angie s List and Google+ Local listings

9 Game Time Analysis Hear what other contractors have to say about Offensive Plays in the 12th Man Plan. Bill Joyner from Mechanical Technology NORDYNE is definitely doing the right thing, and I'm 100% on board with the program. Customer service has contacted me several times, and while they have been service calls, that s okay. The website itself has generated several equipment sales. It's important in today's online world that we have the tools that make it easy to find us and do business with us. And this program has the tools to make it happen. Chris Traynoff from Comfort Plus LC At least twice a day, I get phone calls from people that say they are experts at SEOing your site. But when you check into them, they are working out of their basement. Once I got into the program, I saw my call volume increase. I knew NORDYNE had really done their research, and it showed. Bill Forbes from Alderwood Sheet Metal Experience with the program has been pretty good. Got some work out of it couple of change-outs with furnaces and a couple of repairs. I would definitely recommend other dealers join. Jeff Brocious from Brocious Plumbing and Heating I like the fact you got me the lead. I didn t have to go out and find it. I love that it was a serious customer, not a tire kicker. It was awesome. Highly recommend this program to anyone. Send me more! { } best marketing program { } would definitely recommend Paul Kocanda Interstate Heating and Cooling Our customer was years old and had searched the Internet. Just shows you how important the Internet is to our business. The program is a definite benefit to us. Our close ratio is about 50% so far on leads from it, and it will probably go higher as some customers have not made a decision yet. We ve participated in programs like this before, and they were bogus leads. Not with this one. These people definitely are qualified and they want a system. In our opinion, this is the best marketing program we ve ever participated in. David Scurto at Dave's Mechanical Services We just got our first lead from this program, but we sold two iq Drive systems. We want more of these! Richard Hely at Hely Heating and Air You know, you go to all these classes and you hear about the program, but until you experience it, you have no clue. This customer was already sold on the brand before I got him. I would pay money all day long for leads like this that come to me. It eliminated the tire kicker -- this guy was ready to go. { awesome! } 15 16

10 Angie s List Brand Builder Angie s List is a resource to help homeowners find contractors based on reviews. Roofing and HVAC are the most popular categories. As of November 2012, Angie s List had more than 3 million paid members. The average household income of an Angie s List member is $100,000 to $200,000. They are an affluent audience who is actively seeking a contractor and ready to buy. We are the exclusive HVAC partner of Angie s List. In 2012, our contractors had over $4 million in combined sales from Angie s List leads. Tier II only Your company is automatically placed on Angie s List Tier II only You have a dedicated resource at Angie s List to help you receive more reviews and move up to first page Tier II only Free access to the Angie s List Fetch program to help you receive more reviews Tier II only 20% discount on advertising your company at the top of first page on Angie s List (requires A or B rating and at least two reviews Tier II only You can offer homeowners a 40% discount on their Angie s List membership We advertise our brands nationally on Angie s List for increased recognition Scan to add contact information to your smart phone. A local Angie s List representative will contact you upon enrollment in the 12th Man Plan Or you may contact Rylan Hall, our dedicated Angie s List resource, at to review your listing and discuss programs to help you receive more leads from Angie s List Making print ads, outdoor boards and postcards is incredibly easy thanks to Brand Builder. Brand Builder is an interactive wizard that lets you customize advertising materials with your logo, your company information and your messaging. No design software is needed. At the end of the process, you can download a high-res print-ready PDF to send to your publication or printer. Access to Brand Builder interactive advertising tool Unlimited usage Pre-approved for 50% co-op reimbursement if funds exist (talk with your distributor) Log on to your contractor marketing site and click Marketing > Advertising Materials > Brand Builder 17 18

11 Brochure Builder ComfortConsultant ipad Sales App Contractors who leave professional literature with homeowners also leave a positive impression. Our interactive Brochure Builder tool lets you create a 4-page custom brochure without needing design software. The tool lets you select your products, upload your logo and a company photo, write a company history and include a coupon. You can have your brochures professionally printed directly from Brochure Builder with the same printer who handles our regular literature for a consistent, high-quality look and feel. When literature is left behind at the customer s home, the average sale is 28% higher than when no literature is left behind. Tier II only Access to Brochure Builder interactive advertising tool Tier II only Unlimited usage Tier II only Pre-approved for 50% co-op reimbursement when printed with our printer; 25% co-op if printed elsewhere (if funds exist; talk with your distributor) Log on to your contractor marketing site and click Marketing > Advertising Materials > Brochure Builder Have a credit card ready for ordering brochures. Prices with shipping are around $2 or less per piece depending on quantity ordered. Using an ipad in the home can help make a positive, progressive impression of your company. Our ComfortConsultant ipad app makes the selling process more transparent so that customers are more engaged and more agreeable. The difference is selling with them instead of to them. ComfortConsultant was developed by HVAC contractors who increased their closing ratios with this selling system. The branded ComfortConsultant app costs $499 and is available on the App Store. Tier II only Free ComfortConsultant sales app when you take the $175 ipad Jump Start training course 50% co-op on an app purchase or training course purchase (if funds exist; talk with your distributor) App purchase qualifies you for 50% co-op reimbursement (up to $300) on a new ipad purchase (if funds exist; talk with your distributor) Free cleaning cloth and stylus with app purchase (limited time; while supplies last) Tier II only Sign up for the ipad Jump Start training course on your contractor marketing site under Marketing > ipad Apps Source: Decisional Analyst, 2008 American Home Comfort Study of 2,284 replacement HVAC buyers 19 20

12 ComfortQuote Contractor Marketing Site Manual J load calculations are becoming an integral part of energy audits and are needed to qualify for some local incentives. Plus, they are just good practice for making sure the equipment is properly sized and your customers are happy with the installation. We partner with Wrightsoft for AHRI-approved load calculation and proposal software. Our ComfortQuote suite of products is pre-loaded with branded equipment. Annual subscriptions are around $315 per year. ComfortQuote Pro Sales Manual J calculations and proposals for the computer ComfortQuote Pro Plus Manual J and Manual D calculations and proposals for the computer ComfortQuote Mobile Consultant Manual J calculations and proposals for the ipad ComfortQuote Mobile J Manual J calculations for a smart phone 50% co-op on ComfortQuote products purchased through Wrightsoft (if funds exist; talk with your distributor) We have an online portal for contractors with all of your marketing tools and programs. Our contractor marketing site gives you access to Brand Builder, Customer-for-Life, warranty registration history, extended warranty plans and more. 12th Man Plan administrative tools, including ways to customize your online listing and a Scoreboard to track progress Warranty registration history, downloadable in Excel Secure portal to purchase Contractor s Preferred Protection Plan labor warranties through Service Net Contractor discussion forum Access to Brand Builder, Brochure Builder, Customer-for-Life, Merchandising materials and more Rebate administration Latest news Technical bulletins Graphic library for downloading logos and equipment photos Direct link to technical literature library Complete program information Visit wrightsoft.com/nordyne for options and to purchase Go to the very bottom of your consumer website and click Contractor Login If you have never logged in, you will need your 6-digit NORDYNE ID Create your username and password Click under Account to add employees 21 22

13 Consumer Financing Consumer Website Listing Offering financing is a necessity in today s economy. On average, homeowners spend 32% more on a new HVAC system when they finance versus paying cash, and 28% more when they finance versus a credit card. We offer two consumer financing plans ComfortPlus revolving credit card through GE Capital and an installment loan plan through FTL Finance. Our consumer websites were completely overhauled in the fall of 2011 for a better user experience and improved results in search engines. They were developed to give our contractors a competitive advantage with a search-engine-optimized dealer listing. Tier II only Automatic enrollment in FTL Finance Access to ComfortPlus Special offers and financing plans throughout the year Icon on consumer website dealer locator to indicate you offer financing (if enrolled) Log on to your contractor marketing site and go to Marketing > Consumer Financing If you d like to offer ComfortPlus, click the enrollment link under ComfortPlus Inclusion on consumer website dealer locator Tier I Single-page enhanced listing Tier II Four-page expanded listing with local rebate finder, custom special offers and custom product recommendations $35 for Tier I, $30 for Tier II Prequalified leads for Tier I, unique local for Tier II Separate phone number for lead tracking Log on to your contractor marketing site in order to customize your listing and add a credit card for lead payment Add to your phone contact list as that s where leads will call from Source: Decisional Analyst, 2010 American Home Comfort Study of 2,517 replacement HVAC buyers Add MY-1-LEAD to your phone contact list as this is the number to call to accept a lead or report a problem Scan to add contact information to your smart phone

14 Contractors Preferred Protection Plan Customer-for-Life Direct Mail Program Administered by Service Net, our Contractors Preferred Protection Plans are a secure way to offer labor warranties to your customers. Compared to other purchases such as televisions or computers, the extended warranties on HVAC equipment are a much smaller percentage of total cost. Access to purchase extended labor warranties Warranty icon on consumer website dealer locator for participating contractors Did you know 25% of homeowners forget their installing contractor s name within 24 months of purchase? And if that customer bought a standard-efficiency system, the number jumps to 36%. Customer-for-Life is a turnkey direct mail program to help you keep top-of-mind with current customers in order to facilitate future business and referrals. Customer-for-Life works off of your warranty registrations. Each time a customer registers their warranty, it triggers a threepart mailing on your behalf: Thank you card with an installation survey, referral request and a one-year anniversary card with an equipment survey. You can also send radius mailings and other direct mailers through the program to your current customers with warranty registrations, a purchased mailing list or your own list. Call to enroll with Service Net Log on to your contractor marketing site under Marketing > Extended Service Program in order to purchase Contractors Preferred Protection Plans, file claims and see price lists Three-part base mailing program for each warranty registration Tier II only Two additional mailings to current warranty registrations Access to additional features such as radius mailings Log on to your contractor marketing site in order to access Customer-for-Life Upload your logo and customize your mailers Tier II only Choose your two additional mailings Review other tools available in the program Source: Decisional Analyst, 2010 American Home Comfort Study of 2,517 replacement HVAC buyers 25 26

15 ipad Purchase Program Mobile Web App We re big fans of the ipad for in-home selling as it helps the contractor appear progressive and technologically advanced. 50% co-op reimbursement (up to $300) on a new ipad (if funds exist; talk with your distributor) Bringing an ipad into the home will make you look professional and progressive, both traits that homeowners appreciate in their HVAC contractor. Remember, homeowners are looking to you to be their heating and cooling expert, so using an ipad for load calculations, literature presentations and even videos from YouTube can help your expert recommendations carry even more weight. Our free ipad app puts all of your most-needed tools in one, convenient place. Download one of our apps onto your new ipad (ComfortQuote, ComfortConsultant or our branded web app) and take a photo of your home screen for proof of download Mobile version of the literature library Mobile version of NORDYNE University An appointment manager Google Maps and more App usage qualifies you for 50% co-op reimbursement (up to $300) on a new ipad purchase (if funds exist; talk with your distributor) Log on to your contractor marketing site from your tablet and go to Marketing > ipad Apps Click the app icon and bookmark to your home screen 27 28

16 NexTraq Fleet Management NORDYNE 12th Man Plan Support Team Our contractors receive special discounts on the NexTraq fleet management system. This fleet tracking platform integrates GPS systems with Google maps for real-time tracking, vehicle routing and driving directions. HVAC companies who use NexTraq can lower their insurance and fuel costs, decrease maintenance costs, and increase dispatching efficiency and customer satisfaction. We want to help you succeed. Our support team is ready to answer your questions and help you maximize your participation in the 12th Man Plan. In fact, someone from NORDYNE will be calling you to discuss this playbook and any questions you may have. Tier II only 20%+ discount pricing and 36-month lease program no upfront expense! Vehicle GPS hardware, installation and training Free Garmin Nuvï per vehicle for dispatch messages and map directions Free dispatch capabilities Eligible for up to 35% co-op (if funds exist; talk with your distributor) Monthly e-newsletter with product news Special e-newsletter just for 12th Man Plan members Access to NORDYNE 12th Man Plan Team Questions? us at or call NORDYNE Scan to add contact information to your smart phone. Log on to your contractor marketing site at Marketing > NexTraq Fleet Management and fill out the contact form 29 30

17 NORDYNE Interactive Network NORDYNE University (nordyneu.com) The NORDYNE Interactive Network is our secure web channel just for customers. It houses technical and sales videos as well as previous Lunch & Learns and special broadcasts. It s also where you go to watch a live broadcast event. NORDYNE University is an online HVAC training resource geared to help contractors improve technical skills and help run their businesses more profitably. Every year, nearly 90,000 HVAC professionals visit nordyneu.com. Access to special webinars, Lunch & Learns and technical videos Log on to your contractor marketing site and go to Training. Click on the NORDYNE Interactive Network link in the right hand column. Access to technical and business training Available Spring 2013, Tier II only Access to Genuine Contractor training program Weekly technical tips via Access to NATE Continuing Education Units Access to the technical literature library (desktop, ipad or smart phone) Create a free account at nordyneu.com Sign up for weekly tip s when you register 31 32

18 Online Directory Listings, Including Google+ Local Online Leads with Customer Service A solid 32% of homeowners now start their HVAC shopping process online. Yellow Pages usage has dropped to 4%. Even customers who remember your name but forget your number are more apt to look it up on Google than in a physical book. More proof: There are 3 million Google searches a year for air conditioner repair in the United States. In 2012, our contractors with optimized Google + listings received an average of 1,759 views and 79 actions each. Tier II only Google+ Local listing professionally optimized by our SEO partner, Zenergy Works Tier II only Placement on up to 15 other online directories including Yahoo and Bing Tier II only Annual updates to your listings to keep them fresh Homeowners that find you on our consumer websites are almost always new customers. These leads are managed by a local customer service center. Our customer service agents qualify the lead and then deliver it to the contractor who is either selected by the homeowner or within the closest distance to the homeowner. The customer service agent will follow up with the homeowner to make sure an appointment was made, and then to complete a survey about their ultimate repair or replacement decision. Only 20% of the phone calls received are qualified as true leads. You re busy; we won t waste your time. $35 for Tier I, $30 for Tier II Prequalified leads for repair or replacement Customer service team to answer the phone 24/7 Access to survey results through your contractor marketing site 12th Man Plan Scoreboard Scan to add contact information to your smart phone. Add Zenergy Works at to your phone contacts; they will call you to optimize your business listings When you receive your PIN from Google, make sure to call Zenergy Works at the number above with that information Scan to add contact information to your smart phone. Log on to your contractor marketing site to add a credit card for lead payment Add to your phone contact list as that s where leads will call from Add MY-1-LEAD to your phone contact list as this is the number to call to accept a lead or report a problem Source: Decisional Analyst, 2012 American Home Comfort Study of 2,517 replacement HVAC buyers Source: As of Nov. 1, 2012 per Google AdWords tool 33 34

19 ReviewBuzz 12th Man Plan Checklist The to-do list for maximum benefits The Internet is a lot like high school you have a reputation whether you deserve it or not. As more and more HVAC shoppers turn to the Internet, your online reputation gains increasing importance. ReviewBuzz is an online review generator developed by an HVAC contractor. It works to gather positive online reviews for your company so that your online reputation is overwhelmingly positive. Free Buzz Score giving you a snapshot of your current online reputation ($125 value) Tier II only Free RapidReviews two-month trial membership to help you actively add and share online reviews to build customer trust (up to $400 value) Log on to your contractor marketing site to Marketing > 12th Man Plan Manager > My Scoreboard to view your Buzz Score Tier II only Go to "ReviewBuzz" and fill out the contact form to start your two-month trial of RapidReviews Tier I Tier II Customize consumer website listing o o Select recommended products o Write special offers o Set lead preferences o o Add credit card for lead fees o o Register for free account at nordyneu.com o o Work with Zenergy Works to create optimized online listing and Google+ Local page Set up Customer-for-Life Mailings Check ReviewBuzz Buzz Score o o Contact ReviewBuzz to set up 2-month free trial of RapidReviews o o Optimize Angie s List listing o 35 36

20 Registered Trademark/ Trademark of Maytag Properties, LLC or its related companies All rights reserved. Manufactured under license by NORDYNE, O Fallon, MO. Printed in the U.S.A. 011E-1212 Statistics throughout this book were pulled from 2010 American Home Comfort Study with 2,517 HVAC replacement buyers.