The digital age reinforces two timeless messages of marketing. First, know your audience, and second, allow them to respond to you in the manner they prefer. Offer options.

Pricing touches virtually every aspect of your business, fitting snugly inside the marketing discipline and artfully tying together your business philosophy as well.

Without mechanical refrigeration and air conditioning, the nation is fundamentally different.

Think about your favorite brands and chains — no matter what location you go to, they have a strong sense of consistency among their employees and products that keep you coming back.

In thinking about that lesson and the long list of things I wanted to accomplish this year, I came up with the top three things I need to focus on at my business. I have also developed them into themes, so I can get the team to rally around my priorities. y technicians can be a huge headache for contractors. Fortunately, when it comes to side jobs for family and friends, the savvy contractor has the ability to turn the issue on its head.

Remember … it might take a long time to develop trust, but it can take less than a minute to completely destroy it.

When customers call your service company, it’s for one thing — your expertise. They don’t want a price, the problem fixed, the fast and cheap solution, etc. like many technicians think. They want good information and possibly a little guidance to make a good decision.

A world-class team translates into superior customer service and high-quality work, which enables you to create satisfied customers. Satisfied customers will not only stay with you for the long term, but will also send you referrals.

When thinking about their career options, today’s youth are not choosing to pursue the trades. This is not due to stupidity. They’re simply ignorant to what a career in the trades can offer. What a change from 30-plus years ago, right?

You may have noticed that the contractors featured in The NEWS as “The Best Contractors to Work For” seldom mention the availability of qualified people as a problem. The reason is, they treat their people right. That means they are paid fair wages, given appropriate benefits, and treated with gratitude.