The TradeMarke

The Holistic Customer Experience

On this episode, we are joined by Ray Clark of Schedule Engine.
Ray has been with Schedule Engine since 2016 and is a good friend of Eric's. They discuss the perfect customer journey, and how online booking is a necessity, not just a cool gadget.
Ray talks about how passionate Schedule Engine is about helping contractors never miss a job and how their goal is to deliver the most powerful online booking and live chat for you and your customers.
 
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How to Maximize Your Service Calls

On this episode we are joined by Jennifer Shooshanian from BDR.
Jennifer Shooshanian is one of the most knowledgeable and accomplished service performance experts in America.   She entered the HVAC industry in 1991 working for Jacob’s Heating and Air for 13 years. Jennifer talks with Eric about the importance of adding extra value to service calls, being observant and what you can do to make your services calls more profitable.

The Right Tools For Your Techs

On this episode we are joined by Adam Jaggers from XOI Technologies. "XOI Technologies is known for empowering techs to safely capture and access critical job site information, launch remote support, and provide your customers photos and videos of recommended and completed work."
Adam explains the difference AND importance of showing rather than telling. Adam also explains that the tools that XOI can provide help run the service, not the business, and how investing in your techs will always be your biggest ROI.

How to Effectively Market Financing

On this episode we are joined by Josh Carter from Koalifi.  Josh is a marketer by trade and a friend to Eric. Eric and Josh discuss how financing can make repairs and replacements tangible for customers. They discuss utilizing phrases like "as low as" to make replacing or fixing a system accessible for anyone who needs the services. Eric emphasizes how people "buy with emotion" and "justify with logic", and how to make that appeal to your customers. Both Eric and Josh also talk about the importance of having a financing option available on your website. 

How to Hire, Train & Retain

On this episode we are thrilled to be joined again by Al Levi.
Al talks to Eric about how to to get people in the door, especially in these hot summer months and how to get them to stay, by utilizing the right training techniques and learning what makes a training center great.

The Importance of Locking Down Processes

On this episode we are joined by Victor Rancour. He is the owner of Absolute Air Flow and Service Rocket Group. Victor is a well-known name in the industry. He excels at sales processes and being bold in everything that he does. He, along with some others, developed the Service Hero Academy App that has helps a variety of people in the industry. Victor shares tips on hiring a marketing agency, for example; asking for references and making sure you, the business owner are the owner of your own website.
 
Service Rocket Network Vegas Event

Differentiating Yourself Through Brand Storytelling | Ryan Chute - Wizard of Ads

Welcome to season 3 of the Smart HVAC Marketing podcast! We are kicking off the new season in style with Ryan Chute from the Wizard of Ads! 
In this episode, we chat about how to properly create a marketing strategy, which tactics to deploy in order to achieve success in your marketing, and how online & offline advertising can work together. 
Also, Ryan shares his top tips on how to create an effective radio jingle (so you don't waste your money), and different ways you can track your offline advertising efforts. 

You Have to Set the Hook

On this episode, Eric thanks all of our season 2 podcast guests, gives a great analogy for business, and teases season 3 which starts next Wednesday, July 6th!
(You won't want to miss it!)

The Importance of Call by Call Management

On this episode we are joined by Kirsten Weeks from Go Time Success Group. Kirsten grew up in the industry and swore she would never return, but alas she is back! We think her story is super cool--Kirsten is also a certified Service Titan Coach. She discusses with Eric call by call management and how Service Titan can provide the tools necessary to manage and improve your business.

Ways to Avoid Wasting Ad Spend This Summer

Welcome back for another segment of Marketing Real Talk. This week's episode talks about how to make your money stretch and go further on ad spend.
Eric talks about the importance of tracking numbers, (PPC, LSA, FB ads) and how you cannot improve things that are not being measured. 
Eric talks about the importance of having Google Analytics set up on your website. Some tips he gives about improving numbers and allowing your ad spend to reach further are:
1. Making sure your CSR's are properly trained to convert calls into jobs.
2. Tracking numbers for your phones.
3. Adding Google Analytics and pixels on your website.
Other tips Eric shares:
Start broad, obsess over the first 30 clicks and then narrow, incorporating negative keywords.