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

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Answers