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Between the Lines: In 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

Between the Lines: Optimism Rules

By Fred Martel “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 are obstacles. It doesn’t matter what shape the economy is in. When you want… Read More

Between the Lines: Saying Good-bye to an Old Friend

By Fred Martel It has been said that we should celebrate the life of a lost friend – easier said than done. I knew Art Penchansky for many years. He encouraged me to get into the publishing business in 1997. I had been in the HVAC business for fifteen years, as a contractor. I managed a wholesale distribution company for many years and was a manufacturers’ representative when I got the call. I began… Read More

Between the Lines: It Won’t Sell Itself

By Fred Martel Regardless of the brand names you offer, they all have to be sold. The marketing efforts of the manufacturers provide name recognition, but you have to close the sale. The amateur sales person, defined as someone who thinks that selling requires no training or education, goes out and echoes the marketing points. He or she leaves behind brochures and a quote and hopes for the best. It is a case… Read More

Between the Lines: Attitude

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: New Year – New Plan

By Fred Martel Are you a productive person? Do you have employees who could be more productive? If your business plan includes doing what you did last year for marketing and advertising, well, that’s not a plan. Ringing in the New Year with a new plan creates impetus for improvements in the way you live and do business. Change is good. A good business plan also includes a marketing strategy – a blue print… Read More