Home Field Advantage for Contractors
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
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
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
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
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 4-29-13 and emarketer 5-8-13
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)
INTERNET FOR HVAC OVER TIME 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 2004 2006 2008 2010 2012 Source: Decision Analyst, 2012 American Home Comfort Study, Replacement Buyers of HVAC (n=2,460)
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?
WHERE HVAC SHOPPING BEGINS, BY AGE 70% 60% 50% 40% 30% 20% Contractor Internet Friends/Neighbors 10% 0% <25 25-34 35-44 45-54 55-64 65+ Source: Decision Analyst, 2012 American Home Comfort Study, Replacement Buyers of HVAC (n=2,460)
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
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% 2012 2013 2014 Source: BrightLocal 2014 Local Review Consumer Survey; n = 2,104 and 2012, 2013 Survey
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
WORD-OF-MOUTH ON FACEBOOK
WORD-OF-MOUTH ON FACEBOOK
WORD-OF-MOUTH ON FACEBOOK
WORD-OF-MOUTH ON FACEBOOK
WORD-OF-MOUTH ON FACEBOOK
WORD-OF-MOUTH ON FACEBOOK
WORD-OF-MOUTH AS REVIEWS 88% of consumers read online reviews for local businesses up from 85% in 2013 88% 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
WORD-OF-MOUTH AS REVIEWS Negative reviews are going to happen You need to make the positive ones happen
THE 12 TH MAN PLAN Your Playbook
WE ARE YOUR 12 TH MAN Our playbook includes: Training Camp Offensive Strategies Defensive Strategies Red Zone Plays Special Teams Pro Bowl
TWO TIERS OF PARTICIPATION Bigger Advantage
TWO TIERS OF PARTICIPATION Bigger Advantage Biggest Advantage Additional online benefits Must be in Tier II to add 2-Point Conversion
TRAINING CAMP Hone Your Skills
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
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
OUR TRAINING CAMP Technical & Business Training incl. Access to NATE CEUs NORDYNE Technical Support Weekly Technical, Sales & Business Tips via E-Mail Technical & Consumer Literature Library (Online, Mobile, ipad) iq Drive Certification NORDYNE University $1,000 Value 1-800-422-4328 $67.50 Value Sign up on nordyneu.com $375 Value Available $23 Value Available $4,500 Value NORDYNE University $1,000 Value 1-800-422-4328 $67.50 Value Sign up on nordyneu.com $375 Value Available $23 Value Available $4,500 Value
NORDYNE UNIVERSITY Valuable online resource Free & paid training 12 th Man Plan Portal Sign up for weekly tips
TECH SUPPORT 1-800-422-4328 Dealer ID = priority service Add it to phone contacts
ONLINE LITERATURE LIBRARY Access from phone or computer nordyne.com or nordyneu.com
OFFENSIVE PLAYS Find New Customers
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
WHY OFFENSIVE PLAYS Have you Googled yourself? This is how it should look
WHY OFFENSIVE PLAYS Here s how it can look for a lot of contractors
OUR OFFENSIVE PLAYS Angie s List Online Directory Listings incl. Google+ Local Page Optimization Logo Program $95-125 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 $95-125 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
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
SEO FOR ONLINE DIRECTORY LISTINGS Google+ listing plus up to 14 other directories SEO for contractor s company name
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
DEALER LOCATOR Tier I = single page listing + $35/lead Tier II = 4-page listing + $30/lead
NATIONAL ONLINE ADVERTISING Through Google Display Network
2-POINT CONVERSION Go for Maximum Impact
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
2-POINT CONVERSION: WEB Website Builder 6-page website Own URL Email Addresses For contractors who need a website or need a better one Easy to build & update Mobile friendly
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
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
OUR 2-POINT CONVERSION Facebook Easy Button Website with Custom Email Address Included $3,000 Value Included $3,500 Value OR Auto-Update Product Feed for Current Website Logo Program Included Included $500 Value
DEFENSIVE PLAYS Protect Your Customer Base & Your Online Reputation
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
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?
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
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
HVACFEEDBACK.COM Online review site for homeowners to write reviews Places reviews online where they benefit contractor more No setup for contractor
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
RED ZONE PLAYS Score More Sales
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
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
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
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
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
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
CONSUMER FINANCING Comfort Plus (Synchrony Bank) Revolving credit card FTL Financing Installment loan Snap Financial & Alliance Financing Group For Canadian contractors
COMFORTQUOTE Manual J load calculations Partnered with Wrightsoft Options for laptop, mobile and ipad
SPECIAL TEAMS Build Your Business
WHY SPECIAL TEAMS We can help you grow your business more efficiently, effectively and profitably NORDYNE purchasing power
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
NEXTRAQ Special discounts for Tier II members Fleet tracking (know where your fleet is) Dispatching (easily assign jobs with job schedule board)
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.
IPAD PURCHASE PROGRAM Co-op new ipad at 50% up to $300 (if funds exist)
NORDYNE SUPPORT TEAM 1-855- NORDYNE 12thMan@ nordyne.com
STARTER SIGNAGE KIT $470 per kit Eligible for 100% co-op reimbursement (if funds exist)
COMMUNICATIONS Monthly newsletter NORDYNE Interactive Network webinars Mobile web app
THE PRO BOWL
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
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
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
VALUE & PRICING
READY TO SIGN? Value $8,064.50 $22,466.50 $28,966.50 Annual Fee Bigger Advantage Biggest Advantage
READY TO SIGN? Value $8,064.50 $22,466.50 $28,966.50 Annual Fee $150 $450 Bigger Advantage $850 Biggest Advantage