HVAC Sales & Tech: From Fieldwork to Future Trends

Building a Strong Contracting Business: Lessons from the Field and Beyond

The construction and contracting industry is in a state of rapid evolution. From the integration of cutting-edge technology to the shifting expectations of customers, contractors today face both unprecedented challenges and opportunities. In a recent episode of "Beers with Contractors," industry veterans and special guest Brandon Springer—a commercial HVAC professional and Air Force veteran—shared their insights on what it takes to thrive in this dynamic environment. Drawing from their candid conversation, this article explores the foundational strategies, mindset shifts, and practical tactics that can help contractors not only survive but excel in the modern marketplace.

The Importance of Lifelong Learning in Contracting

Why Continuous Education Matters

One of the recurring themes in the discussion was the necessity of lifelong learning. The construction industry, often perceived as slow to change, is now experiencing a technological renaissance. Contractors who rest on their laurels risk falling behind as new tools, materials, and business models emerge.

The hosts highlighted the value of reading and self-education, referencing Alex Hormozi’s book "100 Million Leads" as a recent game-changer. Whether through books, podcasts, or YouTube videos, the key is to keep learning. As Mark Twain famously said, "If you don't read, there's no difference between you and the person who can't read." In other words, willful ignorance is as limiting as illiteracy.

Applying New Knowledge: From Books to Business

Learning is only valuable when it’s put into practice. The hosts shared real-world examples of how concepts from "100 Million Leads" improved their own sales and marketing efforts. For instance, by applying the book’s advice on creating scarcity and clear calls to action, they were able to close deals that had previously stalled. This underscores the importance of not just consuming information, but actively implementing it in your business.

Lead Generation and Sales: Modern Tactics for Contractors

Understanding the Difference Between Leads and Engaged Leads

A critical distinction made in the conversation was between "leads" and "engaged leads." While a lead is anyone who expresses interest, an engaged lead is someone who is qualified and ready to take action. The goal is to move as many leads as possible into the engaged category through effective communication and value proposition.

Crafting a Compelling Value Proposition

The book "100 Million Leads" outlines four components of a strong value proposition:

1. Best Possible Outcome: Clearly describe the ideal result the customer can expect.
2. Likelihood of Success: Communicate the probability that the customer will achieve this outcome.
3. Time to ROI: Explain how quickly the customer will see a return on their investment.
4. Required Effort: Minimize the perceived effort required from the customer.

By distilling your offer into these elements, you make it easier for potential clients to understand the benefits and take action.

The Power of Scarcity and Urgency

Scarcity is a powerful motivator. The hosts shared how simply informing customers of limited availability—such as only having two open install days left in the month—prompted a surge in signed contracts. Importantly, this was genuine scarcity, not a fabricated sales tactic. Authenticity builds trust and drives results.

Leveraging Lead Magnets

Lead magnets—free offers that attract potential customers—are a staple in digital marketing. While contractors may not always have a downloadable PDF to offer, they can still create value through free inspections, bonus services, or industry insights. The key is to ensure the lead magnet is genuinely valuable and relevant to your target audience.

Transitioning from Fieldwork to Sales: A Personal Journey

The Path from Technician to Sales Professional

Brandon Springer’s career trajectory is a testament to the diverse opportunities within the trades. After serving in the Air Force and facing early career setbacks, he entered the HVAC field through an apprenticeship. Over time, he moved from facilities maintenance to commercial HVAC, and eventually transitioned from fieldwork to sales.

This shift required a significant mindset change. Field technicians are often focused on immediate problem-solving—being the "firefighter" who restores comfort. Sales, on the other hand, demands a broader perspective: understanding the customer’s business, budget, and long-term needs.

Advice for Aspiring Sales Professionals

For those considering a move from the field to sales, Brandon offers several pieces of advice:

• Know Your Why: Don’t pursue sales solely for the promise of higher compensation. Understand your deeper motivation.
• Embrace Failure: Be willing to hear "no" and learn from rejection. Each failure is a step toward mastery.
• Qualify Your Customers: Not every lead is a good fit. Define your ideal customer profile and focus your efforts accordingly.
• Understand the Business: Sales professionals must grasp the entire business ecosystem, from operations to accounting, to serve clients effectively.

The Evolving Landscape of HVAC and Skilled Trades

The Labor Shortage and the Rise of the "Tool Belt Generation"

The skilled trades have long struggled with a labor shortage, exacerbated by generational shifts in attitudes toward manual work. However, recent trends suggest a resurgence of interest among younger generations, driven by the high ROI of trade school compared to traditional college and the increasing integration of technology.

Trade school enrollment in fields like plumbing and HVAC has risen sharply, and the industry is becoming more sophisticated. Companies are investing in employee well-being—some even offering on-site IV hydration during hot summer months—and leveraging technology to attract and retain talent.

Digital Transformation in HVAC

Technology is revolutionizing HVAC and other trades. From digital tools and smart controls to remote diagnostics, the industry is moving rapidly toward automation and efficiency. Modern commercial buildings often feature advanced control systems that allow for remote monitoring and adjustment, reducing the need for on-site visits and improving energy efficiency.

Contractors who embrace these changes will be better positioned to compete. Those who cling to outdated methods risk being left behind.

Navigating the "Amazon Customer Culture"

Shifting Customer Expectations

Today’s customers, both residential and commercial, are shaped by the convenience of services like Amazon Prime. They expect fast, seamless service and immediate results. This "Amazon culture" has raised the bar for contractors, who must now manage expectations around lead times, costs, and service delivery.

The COVID-19 pandemic exposed vulnerabilities in global supply chains, leading to long wait times for equipment and materials. Contractors had to become adept at communicating delays and managing customer frustration.

The Impact of Supply Chain Disruptions

While lead times have improved since the height of the pandemic, new challenges continue to emerge. Regulatory changes, such as the phase-out of certain refrigerants, can create sudden scarcity and drive up costs. Contractors must stay informed and proactive, educating customers about these realities and helping them plan accordingly.

Future-Proofing Your Contracting Business

Adapting to Market Changes

Looking ahead, contractors must be prepared for ongoing fluctuations in costs and availability. Prices for equipment and labor are unlikely to decrease, and lead times will continue to vary based on global events and regulatory shifts.

Contractors should:

• Adjust Customer Expectations: Be transparent about pricing and timelines.
• Review Pricing Strategies: Regularly update labor rates and service fees to reflect rising costs.
• Diversify Offerings: Explore new revenue streams, such as energy-efficient upgrades or maintenance contracts.

Seizing New Opportunities

The rise of electric vehicles (EVs) and renewable energy presents new opportunities for contractors willing to adapt. Installing EV charging stations, for example, was once a niche market but is now a rapidly growing field. Contractors who anticipate these trends and invest in the necessary skills and certifications can capture new business and stay ahead of the curve.

Building Trust and Relationships in Sales

The Role of Education and Transparency

In an age of information overload and declining trust, contractors must position themselves as educators and advisors. Customers can easily access information online, but they may not have the expertise to interpret it correctly. By taking the time to explain options, costs, and long-term benefits, contractors can build trust and differentiate themselves from competitors.

Relationship-Driven Sales

Long-term success in contracting is built on relationships, not just transactions. The most successful companies are often those with deep roots in their communities, built over decades of reliable service rather than flashy marketing. Focusing on genuine relationships, understanding customer needs, and delivering consistent value will always outperform short-term sales tactics.

Learning from Mistakes: The Value of Humility

Embracing Failure as a Learning Tool

Every contractor has stories of mistakes and mishaps—some humorous, others costly. Brandon shared his own experience of being shocked by high-voltage wiring, a reminder of the importance of safety and humility in the trades. These stories are not just entertaining; they are valuable learning opportunities.

The Importance of Safety and Caution

In high-risk environments, shortcuts can have serious consequences. Always double-check safety protocols, never assume equipment is de-energized, and foster a culture where learning from mistakes is encouraged rather than punished.

Charting Your Own Path in the Trades

The Power of Lateral Movement

Brandon’s journey from apprentice to sales professional illustrates the diverse career paths available in the trades. Whether you aspire to own your own business, move into management, or specialize in a technical field, the industry offers numerous avenues for growth.

Taking Risks and Seizing Opportunities

Success often requires stepping out of your comfort zone. As one mentor put it, "There are two lanes on the highway of life: you can stay in the right lane and cruise in mediocrity, or you can get in the left lane and start passing people." Don’t be afraid to take calculated risks, invest in your own development, and pursue new opportunities as they arise.

Conclusion: Building a Resilient, Future-Ready Contracting Business

The construction and contracting industry is more dynamic than ever. By embracing lifelong learning, adopting modern sales and marketing tactics, leveraging technology, and focusing on relationships, contractors can build businesses that stand the test of time. The journey is not without its challenges, but with the right mindset and strategies, the opportunities are vast.

Whether you’re a field technician considering a move into sales, a business owner navigating supply chain disruptions, or a newcomer to the trades, the lessons shared by industry veterans like Brandon Springer offer a roadmap for success. Stay curious, stay humble, and keep building—not just structures, but a business and career you can be proud of.