There an old adage that goes, “You waste half your advertising budget. The problem is you don’t know which half.” However, technology makes tracking each of your sales back to the ad that inspired it possible. And when you can attribute sales to advertisements and marketing programs you use, you can know which programs to expand and which to cut.

By paying attention to how your customers find you, you can track the revenue, profitability, and return on investment of your marketing and advertising efforts. By doing this, it is possible to get a strong understanding of the comparative effectiveness of all your marketing programs.

To start figuring out what ads are producing the most sales, you need to tag each person that calls you with how they found out about you. Sometimes the way they hear about you will be obvious, like when they bring in your newspaper ad or door hanger coupon. Most time, however, this will require you to ask how they heard about you. It should be part of the regular routine for each new person that calls.

Tagging your prospects and customers

Most customer managements systems have a place to mark a customer’s lead source.

These codes can track the effectiveness of your advertising campaigns if they are associated with the customer’s record or the dispatch. With that kind of association, the code of the way the customer found you can be applied to their dispatch or invoices so you can see how much revenue and profit came from each of your ad programs in a given time period.

It’s important to come up with specific codes with meaningful descriptions for your various marketing programs so that you can clearly identify which campaign to attribute revenue.

For example, if you had a monthly door hanger campaign, you could code the January campaign as DOOR1.

These codes should not just be used and then discarded. Deleting codes will make it impossible to see how much revenue (or lack thereof) could be attributed to that marketing program.

Analyze the results

Another important component of identifying how customers found you is to analyze how much each lead source contributes in revenue for a given period of time. This information is vital to discovering opportunities to expand in certain areas of your marketing and advertising mix and what areas you should cut.

You should report on and compare the volume of sales attached to each of your marketing campaigns or advertisements. This is the only way to know which ones are effective and which are now.

With a detailed analysis you will be able to see the number of invoices attached to each code for the time period, and also shows the total sales dollars and percentage of total dollar sales for each code, allowing you to identify your most profitable types of sales.

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This is one effective way to make decisions about which advertising programs to expand or retract.

How do you decide what advertising and marketing programs are working? What measurements do you use?

The following is a guest post by Darion Miller is the Co-Author of the Service Coach Blog, which provides marketing resources to the service industry.

Loyal Customers are hard to come by today with so much competition. However, with a solid company plan on how to generate leads and turn them into loyal customers you should not have a problem. Here are seven tips to turn a lead into a loyal customer that keeps on giving:

Selling Service Agreements

Creating service agreements is a great way for your service company to provide value throughout the year. These agreements let the customers know that you stand behind your work and that you will be there if something goes wrong. Here are 3 things to keep in mind when creating a service agreement:

1. Make the service agreement simple for your customers to understand
2. Keep the agreement fair and make sure it benefits both parties
3. Create packages that will allow you to extend a service agreement over a year or a season

Be On Time for Service Calls

Being on time is critical for any service business. Put yourself in your customer’s shoes for a minute, could you afford to take time off from work, for a day or even a couple hours, to allow a service technician access to your house? Most cannot and it could mean they are really paying double for your services when considering the lost time in wages. Having a solid dispatch and mapping system will allow you to remain on time and keep your customers coming back.

Keeping Past Records of Your Customers

There is nothing worse than when a customer has to repeat information or provide the service tech with details from a previous visit. Keeping records on your customer’s accounts for at least 5 years will benefit you in many ways. One of the most important is that account information can be extremely useful to your technicians while on-site. If they know what was done in the past, to expect a certain result, or know not to try a certain technique your clients will see that your company really has operations under control and will respect your technician’s advice. When your clients trust your company they will trust your professional opinion on how to best complete a project.

Providing Free Tips & DIY Materials

Sometimes your customers just want to understand how or why you go about a project the way you do simply for their own curiosity. When a plumber comes to my house I make a point to find out what’s going on even though I know I’m not skilled enough to perform the task myself. Provide “do it yourself” articles on your company blog to answer basic inquiries that satisfy your customers questions and present yourself as a knowledgeable industry leader. Don’t forget to have a call to action to convert them into a lead!

Try and Be Accessible to Your Customers 24/7

You should try and be assessable 24/7 even if you don’t answer your phone. When something happens you need to make sure your customers know there is always a line of communication open. Make sure your website has a customer login portal where customers or potential customers can request service or have the information to contact you in the off-hours.

Here are some ways to be accessible:

• Have an emergency email address like: emergency@company.com or help@company.com
• Have a customer portal
• Have a landing page dedicated to Emergency help on your site
• Have an off hours dispatcher

Allow for Company Transparency

There is no better way to create a loyal customer base than to be transparent about your company. If a customer or potential asks you a question the best thing you can do is be honest. With the internet and company reviews (both good and bad) accessible to almost everyone anything you say can be cross checked online. Don’t take for granted how much research people do on a company, a problem, or a solution before actually handing over cash to start a job with you. Train your technicians on the best ways to handle objections or tough questions that may be asked by customers and show they how to avoid making the company look bad or misinformed.

Knowing When to Say No to a Customer

It’s tough to say no to a client especially in a down economy. However when the job is too tough or beyond your skill set it’s better to be upfront and honest with your client and recommend a few people that can get the job done right than for you to attempt and perform poorly. This will allow you to become a trusted advisor and when the client has more work they will defiantly come back to you with questions or referrals.

These 7 tips will not only make for a better service company but will continue to generate revenue through your customer loyalty.

You can read more posts about marketing service businesses by Darion Miller at the Service Coach Blog or follow @theservicecoach on Twitter. You can download his free Service Marketing Playbook.

DIY website, eHow, has a short tutorial on selecting HVAC Service Software for a service management company.

HVAC service software is an integral tool for mechanical service management companies. You will want to find a solution that helps coordinate your customers’ needs in such a way that maximizes tasks completed, customer visits, and gross revenue while simultaneously lowering overall costs. Follow these steps to help in identifying HVAC software for your company.

eHow suggests looking for HVAC service software that works on mobile devices and can handle functions like dispatching, invoicing, and communicating with the office. It also suggests looking for software that will integrate well with your current account package.

eHow encourages readers to make sure the HVAC Software provider has a quality phone and email support system that you can reach during your working hours. eHow suggest finding service software that is tailored to work with your HVAC business. Finally, they suggest choosing HVAC service software based on its ability to to give you good and relevant reports about your business.

You can read the full guide at: How to Choose HVAC Service Software | eHow.com.

You’re not going to get paid on time for every job you do. Sometimes the situation just gets out of your control. It’s a fact of life. Fortunately for service contractors, three of the most common reasons service contractors are not paid on time are within your control.

Before reading on, take a quick second to glance over the bolded heading below. If you can honestly say that your company has never lost revenue or had their cash flow suffer due to late payer, skip this post or try reading something like this, this, or this.

Lost Invoices

It’s amazing how generous service contractors can be. However, to get paid on time, you need to avoid the accidental freebie jobs. Invoices and completed work orders shouldn’t be filed under the seat in your tech’s vehicle. But somehow, it’s still a regular occurrence to find old invoices there when cleaning out the truck. If the customer doesn’t get the invoice, you’re certainly not going to get paid.

Your business needs a system to follow every job through from beginning to end to make sure that nothing gets lost in the shuffle and business of every working day. Your company should have a method to track each customer from the time they call requesting service, through the time your techs get the job, through the time they finish the work, through the time the customer receives the invoice, to the time you receive the money. Any gap in this work flow can mean lost revenue or a delay in cash flow.

Delayed Invoices

Customers–more than ever in this Internet age–expect to get their invoices right away. Many contractors, especially if they also work in the field, don’t keep up with their office work. That means that there can be quite a gap in time between when you do work and when your customer sees the bill.

It’s hard to expect timely payment from a customer, when it’s been so long since you completed the job that they hardly remember what the invoice is for. Customers have become used to receiving bills immediately. They’re also becoming more used to having invoices emailed to them, and then being able to pay those invoices online. To get paid quickly, it is important to bill quickly, in the field as soon as the job is completed if possible. When techs are able to create invoices and collect money via checks or credit cards for work they do in the field, you are far less likely to wind up waiting for payment or losing out on uncollected revenue.

Invoicing with Terms

The terms you offer can also have a negative impact on cash flow and timeliness of payments. Giving a customer 15 or 30 days to pay by cash or check invites the possibility of the customer forgetting about the invoice. Some contractors have gotten fed up with the issue of late cash or check payments and have just started to require customers to have a credit card on file.

Contractors that balk at having to pay 3% to the credit card companies often forget the cost of uncollected debt and the time and effort of having to call up and remind customers of past due invoices. Being able to capture signatures and accept credit cards in the field can be the difference between having a healthy cash flow and constantly be waiting on customers to pay their bills.

A predictable cash flow is incredibly valuable to service contractors. Your employees and vendors expect to be paid on time, and so should you. Putting systems in place to track work and invoices, making sure customers are billed quickly, and avoiding invoicing with terms are all ways to make sure you get paid on time.

What are some other ways to make sure you are paid in a timely fashion? Leave your ideas in the comments.

This year’s ESC Version 10 release focused around streamlining data entry and data flow. Changes to the customer and dispatch module make it easier than ever to manage customers and contacts, schedule and dispatch technicians, and make sure they are always prepared with the right parts and equipment.

Redesigned Customer Module: The streamlined customer entry screen makes it easier to enter new customers and gives you better control of your data.

• Keeping in touch with the correct contact is easier with space for six detailed contacts per location.
• Correspond directly via mail merge by clicking the letter icon next to the contact’s name and selecting the desired template.
• A ‘date added’ field is auto-filled for all new customer accounts, so you can see when each customer was added and filter reports by date ranges of when a customer was added.
• Attach a sales person to each customer so that invoices will be auto-assigned to the designated sales person.
• ESC will automatically pick the correct city and state for new customers when you enter their zip code, after you import the zip codes for the states you service.
• The customer search field auto-fills after a few characters, and in most situations, you will not need to open up the detailed search box.
• The new customer search screen is both easier to use and more powerful, now allowing you to also search by contact names and email addresses.
• The software now catches duplicate customers before they are created, even if the address is not exactly the same.
• You can eliminate duplicate customers by merging locations—transferring all equipment, history, dispatches, service agreements, attached documents and even invoices from one location to another—making it perfect for transferring information from builder to buyer.
• Making a record inactive prevents those particular customers or locations from showing in filtered lists and on reports, effectively hiding a customer while retaining your historical records.

Expanded Dispatch Module: The redesigned dispatch entry screen makes sure that dispatched technicians are properly equipped for each job site they visit.

• The redesigned dispatch screen is easier to use and lets you browse through dispatch notes for a range of dispatches within one screen, and the improved layout and default sort option keep dispatches from appearing multiple times.
• The date and time stamp and spell checking is now available in the dispatch notes field.
• Printed dispatch tickets are customizable with the new layout designer. You can place your logo on your dispatches and include an area for your technicians to note their work. There are sample templates available to help get you started.
• Attached equipment is displayed in a separate tab, which allows equipment to be attached, added and edited all in one screen.
• A price field displays on the Parts tab, letting you put prices on parts attached to the dispatch. These parts and prices can then be transferred to the mobile clients and printed on dispatches.
• A search field now displays on the Dispatch Board, letting you easily find any dispatch by entering any part of the location name or address.

Service agreement updates: Updates to the service agreements module increase the connectivity among the agreement, the dispatch it generates, and the items in inventory.

• Parts added to service agreement tasks now flow automatically to the Parts tab on the dispatch with a zero price, and then into the related invoice. This ensures the technicians know what they need to take with them to complete the job, and so the parts will be removed from inventory.
• Now there is the ability to post agreement dispatches for a particular customer, which simplifies combining service work with planned maintenance.

Inventory enhancements: Changes to the inventory screens simplify the process of entering, adjusting, and managing inventory.

• The inventory entry screen opens in a separate window that enables you to enter parts on the fly.
• The redesigned screen also features a tabbed layout that groups similar items together and makes the screen easier to use.
• Alternate parts now are displayed as a tab on the screen.
• When searching for inventory parts, inactive parts are hidden by default.
• Import all the parts ESC perceives to be in a warehouse onto the Adjust Inventory screen. The quantities can be automatically set to zero, making this the perfect tool for entering physical inventory counts.

Enhanced reporting capabilities: Alterations to the reporting functions let users better view, compare, and edit reports.

• Users can now view an unlimited number of reports at once. This makes comparing reports a breeze.
• Closing a report now returns you to the module you were working in, but you can still change the report criteria when previewing by clicking the filters button in the toolbar.

Web Front Office overhaul: The Web Front Office received a major facelift in this version. The entire interface has been updated to look more modern, and several new features have been added.

• There is a new connections server, which has been completely redesigned to make it easier to use.
• A status light indicates if any portion of the connections server is not configured correctly.
• Run multiple reports directly from within Web Front Office.
• Expanded set up screens let you add technicians, configure dispatch boards, and add inventory items.
• Recall existing invoices and change or print them.
• Dispatch ticket printing is now supported, enabling technicians to print dispatches while in the field.

Mobile client changes: The mobile client also has many expanded features to make technicians even more efficient in the field.

• Inventory items entered on the parts tab of the dispatch entry screen flow to the invoice on the mobile client for the first technician who downloads the dispatch.
• Service agreement information is sent to the dispatch tab on the mobile client, allowing your technicians to see the agreement type and all sub-tasks.

Accounting updates: There have also been improvements to the accounting integrations, as well as expanded features and forms.

• You can now modify invoices posted to QuickBooks that no longer exist. This solved the common issue of deleting an invoice in QuickBooks that was posted there by ESC. Now you can easily recover from this mistake by making sure all the transactions that were sent to QuickBooks are deleted.
• There is now the ability to print 1099 forms.
• There is also improved compatibility of the direct deposit setup screens.

ESC Version 10 is packed with new features and product expansions designed to streamlining your company’s data entry and data flow. Changes to the customer and dispatch module make it easier than ever to manage customers and contacts, schedule and dispatch technicians, and make sure they are always prepared with the right parts and equipment.

This is the first post in a series that will highlight various features that have been added in Version 10:

Expanded Contact Management

Keeping in touch with the correct contact is easier now that ESC has space for six detailed contacts per location. Now for each of your customers ESC service software supports multiple locations as well as up to six contact per location.

Each contact at each location has space for a unique phone number, extension, name,  salutation, title & email. This makes keeping in touch with the correct contact at your customers’ sites easier than ever.