Are Your Customers Listening? Marketing Tips for Heating and Plumbing Businesses


By Max Rohr, manager, REHAU Academy


In any industry, successful sales and marketing is being able to tell the story of your business to potential customers in a compelling way – one that captures their attention and gets them listening to your message.


I recently spoke with Ashlei Cooper, editorial director of TMB Publishing, about the importance of information and strategy when launching a marketing campaign. While much of her customer audience includes heating and plumbing contractors, Ashlei’s advice can be useful to business owners in many industries.


She tells us it’s vital to be in-tune with customer needs. That means attending and actively participating in heating expos and summits. Don’t be a passive attendee; walk the floor and engage with others.


When trying to reach customers before or after a show, clear and simple promotions are most effective. For example, technical information doesn’t tweet well. Stick to your story and save the technical details for later stages in customer engagement.


Remember that customers get information primarily through web searches, so you must take your online presence seriously. Ashlei advises that you should assume Google is the source of your company’s first impression.