Challenge: Creating a compelling HVAC radio advertising campaign with a business new to the area

Roger Siverson has been selling media for nearly four decades. When he approached a local business new to the area about a potential HVAC radio advertising campaign, he knew that AdMall would make the process easier.

“[They are] brand new to the area and [have] no name recognition,” said Siverson. “[They] ran a very successful HVAC, electrical and plumbing company in the panhandle of Florida. He sold it for a large sum and decided to retire. After about six months of retirement, he decided it was not for him and relocated to Colorado Springs and decided to open another HVAC, electrical and plumbing company.”

“He wants to expand the business to be a "whole home" company, meaning he would like to add garage doors, flooring, landscaping and more.”

Solution: Turn to AdMall’s digital sales tools

A common misstep sales reps take when pitching to a potential client is making the sale about themselves. Siverson knew that to close his HVAC radio advertising campaign, he would have to focus on the client.

“I scheduled a CNA and prior to the meeting I pulled a Digital Audit and a [Local Account Intelligence Report],” said Siverson. “I started the meeting by going over the Digital Audit and moved to the Intelligence Report.”

“About halfway through he stopped me and said I was the first rep that talked to him about his business and not mine. He told me the others wanted to talk about their audience, their products, etc.”

“The information I provided to him was extremely important and because I thought of his business first, he now trusts me, and we closed the [HVAC radio advertising] deal.”

Result: A huge sale and a trusted sales rep

Siverson’s HVAC radio campaign consisted of a mixture of radio, streaming TV, website video, and home page takeovers for an annual total of $96,000.

“I was able to pull local reports for his three main categories that showed service pricing, competitors, demographics, and more," said Siverson.

AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.

Everything from market demographics, consumer spending, marketing/​budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.

AdMall’s Digital Audit will do a real-​time data capture of any client or prospect’s digital presence in less than a minute. Using real-​time big data to analyze the account’s activity and findability, the Digital Audit:

• Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
• Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
• Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
• Compares the account’s digital presence to their top local competitors
• Does in 60 seconds what would take you 60 minutes to do by hand
• Incorporates data into tablet-​optimized sales presentations in AdMall PRO

More About: Heating/​Ventilation/​Cooling Dealers

These businesses sell and install new heating and cooling systems for the residential and commercial markets. During new construction and renovation projects, these contractors may also install new piping, duct work and sheet metal for heating/​cooling/​ventilation systems. In addition, these dealers may sell service contracts to homeowners. Because of the increased sophistication of heating and cooling units, including digital parts, these contractors typically have some technical school education, a two-​year college degree and/​or certification.