Episode #16: “And” Not “Or”: How to Launch an Online Sales Channel with Reed Borton
Change Your Filter with Tall Paul
Key Points
- Pull in potential customers with informational content, then focus on the sale
- Accommodate more customers without hiring additional reps by selling online
- The key to online sales should be to provide potential customers with enough knowledge so that they are comfortable enough to make the purchase online
Who is Reed Borton
Reed Borton is the Owner & President of Premier Heating and Air in the Denver Metro area. Reed got his start in the home services industry while attending Colorado State University. While attending CSU, he worked as a door-to-door salesman for an HVAC company. This was mainly a night and weekend job, however, it provided Reed the type of experience and insight needed to decide this was the industry he wanted to build a career in.
Upon graduation, he was offered a sales job for the same organization. After working in sales for a little while, he left to start his own company. In 2009, Premier Heating and Air was born!
What to Expect
In this episode, you will hear some of Reed’s most influential moments from his time as a door-to-door salesman. In addition, you will hear how Reed built his company from the ground up, and the tactics used to do so. You will hear Reed’s trade show/home show strategies, and how seasonality affects the industry; mainly how colder weather markets are affected.
Reed also discusses the strategies he has developed within the digital landscape. He shares his digital marketing tactics and the success that followed.
Lastly, a good portion of this conversation is around online sales & eCommerce within the home services industry. Reed gives terrific insight into how best to implement eCommerce into your sales process and the results his company has seen thus far. Reed explains how our industry has been known to lag behind in innovation, and how online sales can save time, money, and resources.
The Future of Online Sales
Reed feels that the key to online sales within the home services industry is to provide the potential customer with enough knowledge to allow them to be comfortable making their purchase online.
Implementing an online store on your website makes customers happier because they have the option to purchase however they prefer (in-person vs. online). Additionally, the business owner is happier (he/she saves time, money, and resources), and the employees are happier (they get more qualified leads.)
Reed feels that down the line, we will see more and more contractors beginning to sell online. The bottom line is: your customers want to shop online, and if you don’t offer it, they will find someone who does.
Intrigued? Listen to the full conversation here!
DOWNLOAD THE FREE 2023 HVAC INDUSTRY REPORT
Learn more about what’s going on in the HVAC industry and what it means to your business. Included is a list of tools to help you monitor and stand out from your competitors.
Episode #16: “And” Not “Or”: How to Launch an Online Sales Channel with Reed Borton
Change Your Filter with Tall Paul
Key Points
- Pull in potential customers with informational content, then focus on the sale
- Accommodate more customers without hiring additional reps by selling online
- The key to online sales should be to provide potential customers with enough knowledge so that they are comfortable enough to make the purchase online
Who is Reed Borton
Reed Borton is the Owner & President of Premier Heating and Air in the Denver Metro area. Reed got his start in the home services industry while attending Colorado State University. While attending CSU, he worked as a door-to-door salesman for an HVAC company. This was mainly a night and weekend job, however, it provided Reed the type of experience and insight needed to decide this was the industry he wanted to build a career in.
Upon graduation, he was offered a sales job for the same organization. After working in sales for a little while, he left to start his own company. In 2009, Premier Heating and Air was born!
What to Expect
In this episode, you will hear some of Reed’s most influential moments from his time as a door-to-door salesman. In addition, you will hear how Reed built his company from the ground up, and the tactics used to do so. You will hear Reed’s trade show/home show strategies, and how seasonality affects the industry; mainly how colder weather markets are affected.
Reed also discusses the strategies he has developed within the digital landscape. He shares his digital marketing tactics and the success that followed.
Lastly, a good portion of this conversation is around online sales & eCommerce within the home services industry. Reed gives terrific insight into how best to implement eCommerce into your sales process and the results his company has seen thus far. Reed explains how our industry has been known to lag behind in innovation, and how online sales can save time, money, and resources.
The Future of Online Sales
Reed feels that the key to online sales within the home services industry is to provide the potential customer with enough knowledge to allow them to be comfortable making their purchase online.
Implementing an online store on your website makes customers happier because they have the option to purchase however they prefer (in-person vs. online). Additionally, the business owner is happier (he/she saves time, money, and resources), and the employees are happier (they get more qualified leads.)
Reed feels that down the line, we will see more and more contractors beginning to sell online. The bottom line is: your customers want to shop online, and if you don’t offer it, they will find someone who does.
Intrigued? Listen to the full conversation here!
TRUSTED BY HUNDREDS OF CONTRACTORS
“It’s really easy to set up. I had an online store and was selling products within 48 hours of talking to these guys.”
Jeff K, Ductworks Heating & Air Conditioning“The Contractor Commerce team has been easy to work with and has even customized a few things to fit the needs of my business!”
Chris H, Dick Hill and Sons Heating and Cooling“We have several subscription customers already. This just means recurring revenue for us with no additional overhead or managing.”
Jason C, Advent Air ConditioningRECOMMENDED FOR YOU:
Industry-Leading Contractors Use Contractor Commerce
“The fact is, consumers would rather shop online than in person. If you don’t build an e-commerce presence, you won’t have the opportunity. Now is the time.”
Lou Hobaica, Hobaica Services“It was scary-easy to get set up. It’s plug and play. I drive people to the site, and I collect on the backend. Contractor Commerce takes the order, processes the order, and ships it…any HVAC company would be crazy not to start an online store with Contractor Commerce.”
Bob Reilly, Courtney's Heating & Cooling“Working with the Contractor Commerce team is simple. It’s great. They’re understanding, and they will do anything possible in their power to accommodate your needs. It’s an added service for us…it’s good for our customers”
Jeremy Shellabarger, Airtron Heating & Air Conditioning“Having our website store powered by Contractor Commerce gives us a unique competitive advantage in our market. Our friends in the industry look at our website and say, ‘Wow! That’s super cool. I don’t know why my company isn’t doing this.”
Lizeth Melisa, Comfort Pro“Having an online store from Contractor Commerce is great for our customers! It is convenient and easy for customers to order filters. It saves time when they can go right to the website, place their order and have the filter delivered within a couple of days. Plus, the Contractor Commerce team is great to work with. They are very responsive and helpful and I know they really care about my success!”
Karen B, Liberty Comfort Systems“It’s really easy to set up. I had an online store and was selling products within 48 hours of talking to these guys.”
Jeff K, Ductworks Heating & Air Conditioning“The Contractor Commerce team has been easy to work with and has even customized a few things to fit the needs of my business!”
Chris H, Dick Hill and Sons Heating and Cooling“We have several subscription customers already. This just means recurring revenue for us with no additional overhead or managing.”
Jason C, Advent Air Conditioning