Do you have old-style salespeople or old-style marketing that are sales-focused and performing less than they did just three years ago? Make the shift.

Wouldn’t you like to have a little R&R sometimes? Some time to take a step back and enjoy the rewards for all the hard work you’ve done lately?

While in most businesses you can’t send other people to work in your place, in website content creation, you actually can allow someone else to help you create content that prospects will find of interest — namely customers, specifically in customer reviews.

If you believe in your service, your products, the talent you have to solve problems for customers, and in your people to do the right thing, you have an obligation to serve your customers to the fullest. And, sometimes, selling is the service.

Closing is not an isolated step in the selling process. It’s the natural conclusion to what has already occurred. Still, it’s this last part that sends techs or designated salespeople into confusion.

Establishing credibility isn’t a game of luck, and it doesn’t depend on the customer. Almost any customer can be won over, and there are certain techniques that can be used to help you do it.

Literally, hundreds of millions of dollars in sales are generated mostly by the stealth marketing tactics of publicity. That’s a huge return on investment (ROI) because publicity is free. That’s right; publicity is available for no charge. You can’t buy it. Think about that. Hundreds of millions of dollars in sales generated for free.

Make yourself unique and memorable, helping customers separate you from everyone else who just blends in. When you put these tools in place, customer acceptance and appreciation will seem very obvious, and, soon enough, you’ll be looking back and saying, “No wonder that worked. It was a great idea.”

The No. 1 marketing question we get is, “What do I do next?” The second is, “When do I do it?” After that, you ask us, “How much to spend” and “In what media” and then a whole bunch of stuff we have to charge you for, but, essentially, all the answers are contained under a single umbrella called planning.

For the heating/cooling trades, it takes a little more creativity than it does for those decorating storefronts with scenes from Santa’s workshop. But, the goal is the same: stand out from your competition and connect with customers.