BEYOND YOUR
BONUS PROGRAM
WEBINAR SERIES
MODULE 7
December 3, 2014
Presented by
Jaimi Lomas
General Manager and Vice President of Service, A.O. Reed & Co.
Adam Wallenstein
Director of Service, Neptune Plumbing and Heating Co.

Don Neal
CEO & Founder

 Be an active participant
• Ask questions anytime on the side chat bar
• Engage by answering the polling questions
 Don’t feel obligated to take notes
• Slides and webinar will be available after the presentation at www.msca.org
 Share this experience with your colleagues

Jaimi Lomas
General Manager and Vice President of
Service, A.O. Reed & Co.
Adam Wallenstein
Director of Service, Neptune Plumbing and Heating Co.

Polling Question #1
Other than HVAC services, what specialties do you offer? (Check all that apply.)
A.
Plumbing
B.
Refrigeration
C.
Electrical
D.
Residential
E.
Facility Operations / Staffing
F.
Controls
G.
Pipelining
H.
Other
I.
N/A
Polling Question #2
If you offer other services, what percentage of clients use more than one service?
A.
1 – 20%
B.
21 – 40%
C.
41 – 60%
D.
61 – 80%
E.
81 – 100%
F.
I don’t know

• How to stay relevant in an evolving industry
• Exploring new technologies
• Develop new services to sell to your current clients
• Translating your ideas into reality

What About . . . Energy Services?
Not a new sale, just expanding what you already do!

Polling Question #3
Do you proactively sell energy projects to your PM clients?
A. Yes
B. No
C. I don’t know
D. N/A
Polling Question #4
Do you have one person that drives energy projects?
A. Yes
B. No
C. I don’t know
D. N/A

If you care about profits, you will learn to DRIVE!

Energy Services: Getting Started

Load your SERVICE TEAM and PARTNERS on your energy bus!
 Energy engineer
 Lighting contractor
 Control team
 Window tinting
 Roofing
 Solar
 Green plumbers
 Financing
 New technologies

Develop a working plan and KEEP IT MOVING:
 Energy flow worksheet
 Weekly Monday morning team meetings
 Constant client communication
 Package the presentation appropriately for the client
 Wrap it up - the measurement and verification is crucial

 Develop the target list
 Get the word out to everyone in your organization
 Talk to the techs!
 Go to the local USGBC meetings
 Set-up client “lunch and learns”
 Offer free audits or benchmarking

 Benchmark, either in-house with GreenSTAR or outsource
 Take a HOLISTIC approach, bundle everything
 Use a phased approach
 Audit and upgrade YOUR OFFICE FIRST
 Be very careful what you promise
 Celebrate SUCCESS – it’s not just your success, it’s your clients’ successes, too!
 Case studies, shirts, publications, GreenSTAR

 This is our chance to cement long-term relationships with our clients.
 Put together a plan and make it happen.

The opportunity to expand into new territories.

Not a new sale - just expanding what you already do!

If it’s good enough for
Amazon….
 Customers that buy HVAC service frequently buy plumbing service, too!!
 Little effort for a high return!

Develop a working plan:
1. Hire a plumbing sales/project manager
2. Choose qualified, experienced SERVICE plumbers
3. Offer to every HVAC client
4. Perform FREE cursory plumbing inspections
5. Offer free backflow inspections
6. Initial equipment investment

1. Sell PM Contracts - Jetting
2. Sell PM Contracts - Backflow
3. Sell PM Contracts - Staffing

 No/very little culture change, just different skill sets (still service)
 Same customers
 Different mindset; instead of replacing the pipe, we refurbish!
 Start with sewer; endless opportunities

 Choose the right partner
 A whole NEW WORLD!
 Embrace NEW TECHNOLOGY
 IDENTIFY the market and CREATE a business plan
 HEALTHY INVESTMENT
 TRAIN, TRAIN, TRAIN
 CROSS-SELL!

The opportunity to penetrate the residential market.

Polling Question #5
If you offer residential services, what percentage of your clients are also commercial clients?
A. 1 – 20%
B. 21 – 40%
C. 41 – 60%
D. 61 – 80%
E. 81 – 100%
F. I don’t know
G. N/A

Residential is a whole new animal.
 New customers
 A new way of thinking
 A new way of doing things

 Residential scale = high margins
 COD = improved cash flow
 Big market

1. Scheduling: specific time vs. “today”
2. Technician training: being inside someone’s home
3. Diagnostic fee
4. Different invoices: 6 signatures/initials vs. 1
5. Different billing structure: flat-rate vs. T&M
6. Different payment structure: COD vs. billing
7. Customer service: follow-up
8. Different marketing: top-of-mind vs. sales

 Different mindset; office and techs need to be onboard and on the same page
 Make the decision…can’t be done haphazardly

Polling Question #6
If you offer staffing or facility operations, do you get most of the pull-through and project work from these sites?
A. Yes
B. No
C. I don’t know
D. N/A

The What and the So What . . .
Staffing Services!
 Talk about building TRUST and GROWING your business.
 You are already providing it and you don’t even know it!
 Customize a 2080 plan around your clients needs.
 Who will they call for all of the EMERGENCY
HVAC & PLUMBING?
 Who gets first and last look at PROJECT work?

 Just PROPOSE IT!
Most clients wouldn’t even think of it!
 Stand alone service or BUNDLED with PM.
 Figure out where you are nearly doing it now.
 Think CUSTOM-made to order.
 Whoever is most creative WINS.
 CAUTION: Support YOUR employees – they work for you!

Polling Question #7
Do you have a loyalty program for clients?
A. Yes
B. No
C. I don’t know
Polling Question #8
Do you believe your loyalty program has helped you retain and/or gain new business?
A. Yes
B. No
C. I don’t know
D. N/A

The what…. Loyalty Programs
The consumer is loyal to you if they frequently buy your service.
Low
Desired Behavior
High
Loyal
Behavior

 Retain best, most profitable customers
 Make good customers better
 Make it easier for your clients to commit and stay!
 Constantly reinforce your clients’ good choices

Now What?
Build Your Own Loyalty Program
1. More about COMMITMENT than rewards!
2. LOYALTY should support the CUSTOMER experience, not the other way around.
3. Based on hard benefits (hourly discounts) or soft benefits (quicker response, special privileges).
4. Let your employees know who your loyalty clients are.
5. Remind your clients constantly of their benefits.
GREAT TIP! Offer employees of commercial customer, free “membership” into residential loyalty program

 With Energy Services, it’s lead or get out of the way
– take the opportunity to cement long-term relationships with your clients.
 Plumbing, drain cleaning and pipe lining are opportunities to expand your available services with minimal additional overhead or personnel.
 Take advantage of the inherent benefits, like high margins and large market, of residential services – but proceed with caution.
 Building a loyalty plan is an opportunity to secure commitment from existing customers.

Q1: Was this webinar informative and useful?
A. Yes, I found this informative and useful.
B. Yes, but it wasn’t as informative and useful as I expected.
C. No, this was not informative or useful.
Q2: Did the speaker present the material in a clear and concise manner?
A. Yes
B. No
Q3: Will you download this webinar, and share it with others in your company?
A. Yes
B. No

 The PowerPoint and handout will be available on the homepage of the MSCA website immediately after the webinar at www.msca.org
.
 The archived webinar will be accessible from the MSCA website within 24-48 hours.

For Additional Information or
Questions, Contact:
Jaimi Lomas
General Manager and Vice
President of Service
A.O. Reed & Co.
Barbara Dolim
Executive Director
Mechanical Service Contractors of America
(301) 990-2210 (direct) bdolim@mcaa.org
(858) 565-4131 jlomas@aoreed.com
Adam Wallenstein
Director of Service
Neptune Plumbing and Heating Co.
(216) 475-9100
AdamW@neptuneplumbing.net