A Powerful Marketing Source

A Powerful Marketing Source

By Dave Rothacker

“After my techs came out of that airflow class, their confidence level skyrocketed!”

Chris Hunter made this statement to me in a recent discussion we had on technical training.

He went onto say, “Technical competence is one key element in successful service call training. Maybe it’s just me, but it seems like there’s been more emphasis lately on the sales and customer service part of the call. A tech who is confident in her customer service, communications, AND technical competence becomes a powerful marketing source!”

Did The Light Bulb Come On?

As an owner and/or manager, think about a recent class your service technicians took. Whether you, your service manager, or an outside educator held the class, did you notice an increased level of excitement in your techs? Did you notice an increased level of confidence? Did you notice a bank of stadium lights or at least a light bulb come on?

I’m talking about as the result of a class just taken. I’ve seen the light bulb come on when a tech finally understands the field operation of a refrigeration circuit. The same holds true for electrical troubleshooting. In every one of these circumstances however, it was at least a year, and usually more, after schooling. The only time I’ve ever witnessed an immediate light bulb reaction was following airside diagnostic training. For most, it was a flickering bulb. Every now and then however, a technician gets it and it’s a sight to behold. But I’ve never seen the overall reaction that Chris describes.


Is It Airside Diagnostics?

Over the years, airside troubleshooting training has taken a backseat to electrical, refrigerant, and mechanical training. So I naturally assumed that Chris’s techs were excited because they were learning new stuff.

Still, I wasn’t comfortable with that assumption. So I called up Chuck Morales, the educator who taught Chris Hunter’s technicians. Chuck works for Growth & Profit SystemsBen Stark’s company, located in Hurst, Texas.


It Wasn’t Airside Diagnostics

I hadn’t known Chuck, so we spent time talking about each other’s backgrounds. Chuck graduated from a Louisiana vo-tech school in 1981, worked two years for a contractor, and then started up his own HVAC business. He officially started training in 1992. He sold his business in 1996 and went to work at Elaine P. Nunez Community College in Chalmette, Louisiana, coordinating the college of HVAC. He was also the facility’s chief engineer. One day, the president of the college said, “Chuck, starting on Monday you’re going to teach our HVAC classes.” In 2005, Hurricane Katrina forced Chuck and his family to move to Texas. He went to work for a contractor as a technical instructor, then started up his own training organization, and then worked for another contractor before partnering with Ben at Growth & Profit Systems.

A few minutes later, Chuck mentioned something that squashed the airside diagnostic’s theory. In referring to his students, he said, “I reach down, pull out their soul, and let them look at it. I help them feel good about themselves. It’s about emotion, empathy, and feeling good.”

It wasn’t airside diagnostics, it was Chuck.


Former Students

Shayde Wood, Warranty Parts Manager for Milestone Electric & Air in Texas: “Chuck has heart, he cares about his students. He makes you feel proud to be a professional!”

Arturo Moreno, Milestone Electric & Air in Texas: “Chuck’s hands-on training makes a difference! He explains, building one concept upon the next, so that you understand. And then he follows up to make sure.

Matthew Ireton, Field Supervisor & Airside Specialist for A # 1 Air in Texas: “Chuck changed my life! He instills passion for the industry through education. And now as a teacher myself, I try to do the same.


The Missing Link

There’s a reason why your technicians come back from training, minus the bright eyes and spark. Put your Sherlock hat on and become the detective. Here’s your first clue: It’s not the main topic of the class!


A Powerful Marketing Force

Ever talk with a salesman who you didn’t feel confident with? He wasn’t obnoxious or creepy but something was off. Most likely his communication and or technical skills were lacking. He didn’t instill confidence. How likely would you be to recommend him to your friends?

A technician who combines customer service, communications, AND technical competence exudes confidence. When it comes to educating the customer, confidence boosts believability. Believability turns into increased revenue and satisfied customers. And satisfied customers tell others about your company.

A technician who combines customer service, communications, AND technical competence is a powerful marketing force!

“Watson, let’s make a list of HVAC, Plumbing and Electrical technical instructors who inspire their students. Who you got after Chuck Morales?”


Service Roundtable is dedicated to growing your bottom line and helping your business maximize its full potential. These group of contractors work together to assist you with marketing, sales, business, and so much more. Twice a month, seminars around the United States and Canada are held to network and further assist your business. Visit Service Roundtable.com to see if there are Success Days in your area!


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