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Between the Lines: A Matter of Trust

By Fred Martel There is little doubt that winning over a new customer requires establishing credibility. One method commonly used is story telling. When asked “what makes your company different,” some salespeople describe their methods as compared to the competition. It is the foundation of what should lead to trust and loyalty. Telling the credibility story suggests that you and your competitors are more equal than different. This is called expected credibility. People expect… Read More

Between the Lines: The Unexpected

By Fred Martel It’s a sign of the times. Everyone wants instant gratification. Video games have reset buttons. Everyone wants to speed but they will not learn how to drive. Customers have no time or patience. They want the quick fix for little or no money. Do it and get out. As a business person it is your job to slow them down. Haste makes waste and there is more waste than ever in… Read More

Between the Lines: Lead the Way

By Fred Martel It’s a sign of the times. Everyone wants instant gratification. Video games have reset buttons. Everyone wants to speed but they will not learn how to drive. Customers have no time or patience. They want the quick fix for little or no money. Do it and get out. As a business person it is your job to slow them down. Haste makes waste and there is more waste than ever in… Read More

Between the Lines: The Sizzle

By Fred Martel “Sell the Sizzle not the Steak.” Everyone has heard this line, and it works – if you create the sizzle. The average home or building owner is not getting the “warm and fuzzy” from features that you think are a big deal. You have to create the sizzle before you can sell it. Your approach must be more about them, i.e. comfort, economy, and service. What can you do for them?… Read More

Between the Lines: Guidance

By Fred Martel I’ll bet most of you like your job and the industry. You enjoy the challenge of tackling some mechanical issues and solving the problems. I’ll bet it would surprise you to know that most of your customers don’t share your enjoyment. Ask any of them. If they had a choice between shelling out to pay you to fix, install, or improve their HVAC system or putting a down payment on a… Read More

Between the Lines: Gadgets and Corona

By Fred Martel This article is brought to you via an iPhone. A few years ago, I invested in a portable Bluetooth keyboard. I haven’t used it until now. The reason is simple. We experienced a severe storm yesterday which knocked out power to more than 1300 homes. So, no Wi-Fi. Got out my cellular wireless modem. No service. Top that off with a Coronavirus quarantine and you can lose it or get creative. Read More
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