1. Focus on the Trade Press, Not the National PressThe national news is not good. It never is. Good news doesnt sell. It doesnt lure eyeballs. It doesnt generate clicks. Crises and catastrophes do that. So, thats what you are served up. Feed off of it and you risk spiraling down to depression. Instead, focus on the trade press.
Make the trade press the first websites you turn to at the start of the day. It will keep you focused on your business, your trade, and pointed in a positive direction. If you must pay attention to the national trade press, do it at the end of the day.
2. Work on CultureThe companies that proved the most resilient in 2020 were those with strong cultures. It is harder than ever to work on culture at the moment, but that doesnt lessen the importance. Focus on the little things. Keep your team upbeat on a daily basis. Not everyone will care for it, but some will feed off of it. Focus on teamwork, being nice, serving each other and the customer, doing the right thing, being positive, and taking initiative.
3. Market, Market, MarketGetting your name and brand out there is more important than ever. Jump on every opportunity to promote yourself. Do not become overly reliant on any one source of leads. The world is dynamic and changing fast. The search engines and review sites have no qualms about changing algorithms, business policies, or programs on a dime. Depend on them today and you might find lead flow shut off tomorrow.
Utilize digital marketing, but not at the expense of traditional methods. Many contractors are getting excellent results with direct mail. People are home to open the mail. Get creative about ways to entice them to open it.
There are some good mass media advertising opportunities today. Check out the cable TV and digital radio opportunities. Cable and digital radio are excellent because they can be more precisely targeted to match your service area.
4. Be Prepared to PivotParts of the HVAC industry did well through 2020. According to AHRI, unit shipments of central air conditioners and heat pumps were up 8.9% through October. This reflects strong performance on the residential end of the industry, where shipments were up double digits. By contrast, the commercial end of the industry was hit hard with shipments down double digits.
Read the trade press and join contractor groups to get an early gauge on new opportunities and threats.
At the start of COVID, commercial contractors who pivoted towards residential likely outperformed their peers who did not. However, when the economy fully opens up, stores and restaurants open, and people return their offices, there is likely to be a wave of commercial work. In this type of environment, contractors must be prepared to pivot. Read the trade press and join contractor groups to get an early gauge on new opportunities and threats.
5. Stay as Apolitical as PossibleNo matter what your politics, if you are not chilled to your core by todays cancel culture and doxing, you arent paying attention (and that might be a good thing for your attitude). Do not wear your politics on your sleeve. If you do, you place your entire business at risk. There are some vicious people in the world, operating without checks.
Note that this is not about right and wrong. It is not about the first amendment. It is not about what is American or un-American. It is about protecting your business income.
6. Do Not Buy the Panic PornWe live in an age where facts seem fluid. Everyone says to follow the science, but it seems selective. Big tech and big media filter what were allowed to see, hear, and say. It seems like the only science that really matters is the political science. This is why the recommendations are inconsistent. Science seems to follow the politics, not the reverse.
Take things seriously, Take reasonable precautions. But, do not panic.
How do you discern the truth? Who do you trust? Trust yourself. Think for yourself. Ask the right questions. There is no question that COVID-19 is deadly to some people, but who and how many? It is clear that many think masks, social distancing, and lockdowns are the solutions, but what about people who dont follow the recommendations?
Make your own comparisons between places where policies are strict and places where they are not. Compare populations that disregard the orders like the homeless camps with the general populations. Draw your own conclusions. If you think it through, you will likely understand the situation better as it really exists. Take things seriously, Take reasonable precautions. But, do not panic.
7. Understand That You are the X FactorWhen all is said and done. You, personally make the greatest difference in your business success. Make a decision today that 2021 will be the best in your companys history and refuse to accept any other answer. If the industry pulls back, step forward with more effort. If it gets harder to find a customer, increase your advertising and marketing. Contractors who panic will lose. Those who are bold will prosper.
Every contractor should join the Service Roundtable. Stay on the cutting edge of the industry. Interact with industry leaders and cutting-edge contractors. Download HVAC centric content designed to help your business succeed. Save through the industrys largest buying group. Learn more at http://www.ServiceRoundtable.com or call 877.262.3341
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7 Recommendations for the New Year - Contracting Business
- Trump Impeachment Trial And The 1st Amendment Debate : Trump Impeachment Trial: Live Updates - NPR - February 14th, 2021
- Trumps claim impeachment violates the 1st Amendment and Brandenburg v. Ohio, explained - Vox.com - February 14th, 2021
- WATCH: Trump not protected by First Amendment for inciting insurrection, Rep. Raskin says - PBS NewsHour - February 14th, 2021
- The Insurrection, Police Accountability, and the First Amendment - brennancenter.org - February 14th, 2021
- Opinion: Guns shouldn't trump the First Amendment - The Missouri Times - February 14th, 2021
- Comment: Trump's lawyers have it wrong on First Amendment, too | HeraldNet.com - The Daily Herald - February 14th, 2021
- Highlights of Day 4 of the Trump Impeachment Trial - The New York Times - February 14th, 2021
- The Atlantic The Great Free-Speech Reversal - The Atlantic - January 29th, 2021
- First Ammendment Rights What Is the First Ammendment? - Reader's Digest - January 29th, 2021
- [OPINION] Does the First Amendment apply to what you post on social media? - Asian Journal News - January 29th, 2021
- Amanda Gorman's lyrical promise of the First Amendment - Hopkinsville Kentucky New Era - January 29th, 2021
- Oh, so you really want me to talk about the First Amendment, eh? (JEFF EDELSTEIN COLUMN) - The Trentonian - January 29th, 2021
- Other View: First Amendment doesn't apply to Twitter, Facebook - Duluth News Tribune - January 29th, 2021
- Let's clear up needless confusion about the First Amendment - Oskaloosa Herald - January 29th, 2021
- Letter: Inauguration, and the First Amendment | Letters to the Editor | tucson.com - Arizona Daily Star - January 29th, 2021
- Might Federal Preemption of Speech-Protective State Laws Violate the First Amendment? - Reason - January 29th, 2021
- The Buckeye Institute Files First Amendment Case on Behalf of Ohio Guidance Counselor - Buckeye Institute - January 29th, 2021
- The First Amendment won't save Trump - Salon - January 29th, 2021
- Absolute Freedom to Tweet? Employers (and the NLRA) May Have Something to Say About It - JD Supra - January 29th, 2021
- I'm a First Amendment scholar and I think Big Tech should be left alone - The Conversation US - January 23rd, 2021
- Letter to the editor: Put the First Amendment first - Daily Mississippian - January 23rd, 2021
- Napolitano: Does the First Amendment restrain Big Tech? - Daily Herald - January 23rd, 2021
- Do Critics of Police Have the First Amendment Procedural Protections That Nazis Get? - Reason - January 23rd, 2021
- Ask the expert: The First Amendment and free speech - MSUToday - January 23rd, 2021
- Letter: To everyone, including friends and family members, who feel First Amendment rights are being denied - Sumter Item - January 23rd, 2021
- Knight Institute Urges Supreme Court To Preserve Ruling That Trump Violated First Amendment 01/25/2021 - MediaPost Communications - January 23rd, 2021
- Do Social Media Companies Have Too Much Power Over The First Amendment? - WFAE - January 23rd, 2021
- What the First Amendment Really Says About Whether Trump Incited the Capitol Riot - Slate - January 23rd, 2021
- Ask the Lawyer: There is no First Amendment right to social media use - The Oakland Press - January 23rd, 2021
- Permit Requirements for Filming in National Parks Violate First Amendment - Reason - January 23rd, 2021
- Does the First Amendment protect you on social media? - RADIO.COM - January 23rd, 2021
- Simpson sues Board of Elections, claims dismissal violated First Amendment rights - Greensboro News & Record - January 23rd, 2021
- What does the day after Section 230 reform look like? - Brookings Institution - January 23rd, 2021
- Twitter and Facebook Just Proved That Deplatforming Works - The Nation - January 23rd, 2021
- Afternoon Briefs: SCOTUS will consider cheerleader's First Amendment case; former AG dies at 88 - ABA Journal - January 5th, 2021
- No Blanket Protection for Internet Platforms - The Wall Street Journal - January 5th, 2021
- Walsh Vetoes Ordinance That Would Restrict Police Use Of Tear Gas, Rubber Bullets - WBUR - January 5th, 2021
- Happy new and old year: 2020 just won't go away when it comes to first amendment issues in 2021 - Hopkinsville Kentucky New Era - January 5th, 2021
- Far-Right VA State Senator Claims huge victory for the First Amendment and for open access to government for all Virginians. Except That the Court... - January 5th, 2021
- Will You Save Money On Hospital Bills With New Price Transparency Rule? : Shots - Health News - NPR - January 5th, 2021
- "I am asking Washingtonians and those who live in the region to stay out of the downtown area on Tuesday and Wednesday and not to engage with... - January 5th, 2021
- Julian Assange Extradition to U.S. Blocked Over Mental Health Concerns - The New York Times - January 5th, 2021
- The First Amendment is under siege and most Americans know it - The Central New York Business Journal - December 30th, 2020
- First Circuit Creates Exception To Massachusetts Wiretap Statute Based On First Amendment Rights, Allows Citizens And Press To Record Police Activity... - December 30th, 2020
- First Circuit Appeals Court Reaffirms Its 2011 Decision: The First Amendment Protects The Recording Of Cops - Techdirt - December 30th, 2020
- New Year's Eve In The Year Of The Coronavirus - The Rhino Times of Greensboro - The Rhino TImes - December 30th, 2020
- On Religion: COVID was year's top religion story. But which story? - Tahlequah Daily Press - December 30th, 2020
- How Lin Wood Became a Pro-Trump Conspiracy Theorist - The New York Times - December 30th, 2020
- The Year That Changed the Internet - The Atlantic - December 30th, 2020
- Section 230 Isn't A Subsidy; It's A Rule Of Civil Procedure - Techdirt - December 30th, 2020
- Smith: Small steps to bring hope and wonder - The Register-Guard - December 30th, 2020
- Court Enjoins Enforcement of Combatting Race and Sex Stereotyping Executive Order for Federal Contractors and Grantees - JD Supra - December 30th, 2020
- COOMBES: Put the First Amendment first - University of Virginia The Cavalier Daily - October 12th, 2020
- Did the First Amendment to the Constitution lay the foundation for an authoritarian state? - The Indian Express - October 12th, 2020
- First Amendment Right to Record Child-Protection Visit to Your Home - Reason - October 12th, 2020
- First Amendment scholars weigh in on legality of Terminal Tower Biden Harris light display - cleveland.com - October 12th, 2020
- Use of Trademarks in Creative Works & Lanham Act Liability - The National Law Review - October 12th, 2020
- 'Introduction to the First Amendment Museum' topic of presentation - Kennebec Journal & Morning Sentinel - October 12th, 2020
- Judge amy coney barrett and the First Amendment - Lexology - October 12th, 2020
- A vote for Trump is a vote against the First Amendment - Poughkeepsie Journal - October 12th, 2020
- Trump Admin. Says First Amendment Is Moot In WeChat Case - Law360 - October 12th, 2020
- You Shouldn't Get Sued for Petitioning the Government - Cato Institute - October 12th, 2020
- Reporters Committee welcomes Inasmuch Foundation Legal Fellow - Reporters Committee for Freedom of the Press - October 12th, 2020
- FIRST 5: Trump and COVID-19 -- How 'free' are/should we be? - Salina Post - October 12th, 2020
- Candidates and voters alike suffer as yard signs are targeted for theft and vandalism - Burlington Hawk Eye - October 12th, 2020
- Letters to the Editor: The First Amendment in Rio Rancho - Albuquerque Journal - September 21st, 2020
- Texas A&M University Introduces First Amendment Website - Texas A&M University Today - September 21st, 2020
- Attorney on first amendment rights of protesters: The government must protect these rights - RochesterFirst - September 21st, 2020
- Polk County GOP chairperson gathering signatures in support of a Second Amendment Designated County - Grand Forks Herald - September 21st, 2020
- Health officials urge people who attended Trump rally on Saturday to get tested for coronavirus - The Fayetteville Observer - September 21st, 2020
- Potsdam 'toilet gardens' will stay, for now, as federal judge grants injunction in toilet case - NNY360 - September 21st, 2020
- This Week at The Ninth: Informational Injury and Union Dues - JD Supra - September 21st, 2020
- Even with a Recent Lag, Special Interest PACs Enjoy Big Fundraising Edge Over Parties - InsiderNJ - September 21st, 2020
- Readers respond: Racists coming out of the woodwork - oregonlive.com - September 21st, 2020
- WeChat and TikTok Sanctions Not to Came Into Effect Yesterday - JD Supra - September 21st, 2020
- The Oklahoma Meat Consumer Protection Act is Meat Lobby's Response to the Increased Consumer Demand for Plant-Based Options - vegconomist - the vegan... - September 21st, 2020
- Army esports team denies accusations of violating First Amendment, offering fake giveaways - ArmyTimes.com - July 21st, 2020
- FIRST FIVE: Fighting over the meaning of First Amendment freedoms - hays Post - July 21st, 2020
- My View: In Provincetown, strange views of the First Amendment - Wicked Local Provincetown - July 21st, 2020
- John Bolton Gambles That Constitution Will Save Profits on Book That Was Embarrassing to the President - Law & Crime - July 21st, 2020