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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

Between the Lines: Optimism

By Fred Martel Are you a productive person? Do you have employees who could be more productive? “An optimist stays up until midnight to see the New Year in. A pessimist stays up to make sure the old year leaves.” ~ Bill Vaughan Successful people are optimists. I know this because they don’t have time to complain. In order to create success, you must keep moving and trying regardless of any obstacles. And there… Read More

Between the Lines: Attitudes

By Fred Martel Are you a productive person? Do you have employees who could be more productive? Work attitudes can determine whether the answer to these questions is yes or no. American workers, unlike their European counterparts often seem to operate under the premise that they are always looking for the next best deal. The notion that one should at least act as though he or she loves their job seems to be lost… Read More

Between the Lines: A Perfect World

By Fred Martel In a perfect world it would only rain at night while we sleep, everyone would have enough food to eat and a warm place to stay, and vehicles would never break down, and in a perfect world, we could tell our customers that our HVAC system will be very comfortable, and they will understand what we mean. This is not a perfect world. It will pour down rain just as we… Read More