Do You Practice Ostrich Marketing In Your HVAC Business
The other day I was reading the book Duct Tape Marketing by John Jantsch. In his book John talks about Ostrich Marketing.
He says "Ostrich Marketing is practiced by business owners who simply have no idea what to do with their marketing so they do nothing----- they stick their heads in the sand and hope. I think you know the results of this practice.
So are you practicing Ostrich Marketing in your HVAC business?
If so do you know why? Well I will tell you.
In the book the E-Myth Revisited written by one of my mentors Michael Gerber. He asks: Where were you before you started your business?
Well if you are like most people I know, you were working for somebody else. You were probably a service technician and more then likely you were the best technician at the company you worked for.
Then one day, for apparently no reason you were suddenly stricken with what Michael Gerber calls an Entrepreneurial Seizure.
You found yourself saying something like this: What am I doing this for? Why am I working for this guy? I know as much about this HVAC business as he does. If it weren't for me this company wouldn't be making any money. Any dummy can can run a business. I am working for one.
So you started your own HVAC business.
On that day you made as Michael Gerber says. The Fatal Assumption that if you understand the technical work of a HVAC business, you understand a business that does HVAC work.
The technical work of a HVAC business and a business that does that HVAC work are two totally different things.
So as I said you maybe a great technician that knows when people call you to fix their problem you will be able to dazzle the customer with your abilities.
But the only problem is that the phone doesn't ring when you need it to.
Because you don't understand the marketing of your business.
If you are anything like I use to be, you are always asking yourself why was it easy to become a great technician but very hard to become a good marketer of my business.
Well just like myself, you had plenty of people at work that could always help you when you struggled with a particular repair. You also have access to a lot of technical training available through your local wholesaler as well as groups like RSES, trade schools and others.
But when I wanted to learn the marketing end of my business I found that there was no one to turn to. I went and talked to other HVAC business owners, but they knew less then I did. I went and talked to many of my local wholesalers, but they didn’t have a clue and they did not offer any classes that could really help.
I also looked at the supposed marketing gurus. They all claimed they could help. But even though they may have been good marketers they didn’t really understand the HVAC business and it’s customers.
So what did I do? I spent 100s of hours and 100s of thousands of dollars, buying and reading all the books on marketing, I could find. Then I spent even more time figuring out how to take everything I learned and make it work in the HVAC industry.
He says "Ostrich Marketing is practiced by business owners who simply have no idea what to do with their marketing so they do nothing----- they stick their heads in the sand and hope. I think you know the results of this practice.
So are you practicing Ostrich Marketing in your HVAC business?
If so do you know why? Well I will tell you.
In the book the E-Myth Revisited written by one of my mentors Michael Gerber. He asks: Where were you before you started your business?
Well if you are like most people I know, you were working for somebody else. You were probably a service technician and more then likely you were the best technician at the company you worked for.
Then one day, for apparently no reason you were suddenly stricken with what Michael Gerber calls an Entrepreneurial Seizure.
You found yourself saying something like this: What am I doing this for? Why am I working for this guy? I know as much about this HVAC business as he does. If it weren't for me this company wouldn't be making any money. Any dummy can can run a business. I am working for one.
So you started your own HVAC business.
On that day you made as Michael Gerber says. The Fatal Assumption that if you understand the technical work of a HVAC business, you understand a business that does HVAC work.
The technical work of a HVAC business and a business that does that HVAC work are two totally different things.
So as I said you maybe a great technician that knows when people call you to fix their problem you will be able to dazzle the customer with your abilities.
But the only problem is that the phone doesn't ring when you need it to.
Because you don't understand the marketing of your business.
If you are anything like I use to be, you are always asking yourself why was it easy to become a great technician but very hard to become a good marketer of my business.
Well just like myself, you had plenty of people at work that could always help you when you struggled with a particular repair. You also have access to a lot of technical training available through your local wholesaler as well as groups like RSES, trade schools and others.
But when I wanted to learn the marketing end of my business I found that there was no one to turn to. I went and talked to other HVAC business owners, but they knew less then I did. I went and talked to many of my local wholesalers, but they didn’t have a clue and they did not offer any classes that could really help.
I also looked at the supposed marketing gurus. They all claimed they could help. But even though they may have been good marketers they didn’t really understand the HVAC business and it’s customers.
So what did I do? I spent 100s of hours and 100s of thousands of dollars, buying and reading all the books on marketing, I could find. Then I spent even more time figuring out how to take everything I learned and make it work in the HVAC industry.
Over the next 12 to 18 months I will be posting the lessons you need, to make your HVAC business everything you know it can be.
If you want to me to let you know when each lesson is posted please e-mail me.
These lessons will come directly from my HVAC Profit Secrets Toolbox marketing manual which is available via my website, www.hvacprofitsecrets.com.
posted by Bob Blagg, The HVAC Marketing Guy | 2:35 PM
2 Comments:
I recon that, you sir, are an IDIOT!
People should read this.
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