60 Days to an HVAC
Marketing Plan
Presented by: Beth Goldstein
January 24, 2013
Afternoon – Part Two
IN-Person is Not ‘OUT-of-Style’
How do we decide if we like
the person delivering a
message?
•Body language
•Tone of voice
•Actual words
55%
38%
7%
Source: John Daly, U of Texas
Who’s Paying Attention
Adults-Typical Attention Span
15 to 30 seconds
What did I just say???
Body Language
• Appropriate gestures
help explain
• Demonstrate your
passion
• Channel nervous
energy
• Stand with confidence
and ease
Voice
•
•
•
•
Pacing
Inflection
Articulation
Volume
Eye Contact
•
•
•
•
Impacts credibility
How confident you appear
Not a staring contest
Cultural differences
If you can’t “look
someone in the eye”
it may hurt your
chances for success!
Facial Expressions
• Excitement
• Interest
• Sincerity
• Boredom
Beyond In-Person Engagements
• Articles of
interest
• Copy of your
newsletter
• Introductions
Comfort Zone: 28% Open Rate
to ~1000 subscribers
How Do You Introduce Yourself?
10 Commandments: Thou Shall…
1. Address the
audience’s needs
2. Make strong eye
contact
3. Be confident
4. Be clear and
articulate
5. Pace yourself
6. Appropriate
volume
7. Watch body
language
8. Show sincerity
9. Be easily
approachable
10. Practice,
practice,
practice!!
11
Try to
prevent
this!!!
Worksheet 23.1: Your Pitch
 Your name and company
 A brief but compelling statement about your




product’s or service’s value or benefit as it
relates to this person
A concise description of your product
A statement that reinforces your credibility –
offers proof of your unique expertise OR
A statement about what makes your product
or service unique
Your personal energy and passion
“In preparing for battle, I have always found that plans
are useless, but planning is indispensable.”
Worksheet 3.3
-- Dwight
Eisenhower
Webinar Schedule
Date
Mon.,
Feb 11,
2013
Mon.,
Feb 25,
2013
Mon.,
Mar 11,
2013
Mon.,
Mar 25,
2013
Topic(s)
· Identifying the Right Customer Segments
· Customer Lifetime Value
· Customer and Market Research
· Challenges Creating Your Plan – First Draft
Due via Email to Instructor
· Social Media and Other Marketing Tools
and Tactics
· Pulling It All Together
· Finalizing Your Marketing Action Plan
HOMEWORK: Webinar One
Mon., Feb 11: 9 – 10 am
HOMEWORK: Feb. 11 Webinar @ 9 am
Customer Segments & Lifetime Value
Book: Lucky By Design
– Chapters 1 – 14
Worksheets from Lucky By Design:
– Worksheet 12.1: Testing Your
Customer Knowledge
– Worksheet 14.1: Customer LTV
– Worksheet 14.2: Right Customer Mix
It’s All Online
www.m-edge.com/DCNE
Password: hotair
• FREE Small Biz
Growth Newsletter
www.m-edge.com
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Subject: marketing
Feedback
Thank You!
Questions?
Beth Goldstein
Marketing Edge
beth@m-edge.com
508.277.1538
www.m-edge.com