How to Leverage Technology
to Supercharge Your In-Home Sales Process
David Squires
Online-Access
I’m proud of the fact that my roots are in the HVAC industry. If you’ve heard me speak, you’ve heard plenty of references to my time ‘in the trenches’ of a family owned HVAC business before my father & brother ‘spun me off’ to found Online-Access back in 2000.
But, few know that the marketing & selling skills that now provide the strategic framework of your PagePilot website were once the force that drove a ‘mom & pop’ plumbing & hydronics operation (we did no ‘forced-air’ before I joined the business) to dominate our marketplace. But, even more important, the marketing pieces that I developed to help us grow also generated tens of millions of dollars in total sales across the United States for other companies that used them.
This was in the decade of the 90’s, but not too long ago I reconnected with one of those companies and was flattered to learn that one of my pieces had been their entire marketing campaign for years. While that has now changed, it was such an ‘evergreen’ marketing piece that they had used it successfully for years virtually unchanged.
This – at least temporarily – knocked me out of my ‘techie’ mode. This is where I usually am most days: totally focused on websites. I wanted to know what had changed. Why would a marketing piece work so consistently and then just stop working? Was it just that it had become ‘stale’ or was there another reason?
As I explored these ideas I saw 3 problems...