Category: Marketing

Updated Videos for HVACR101 WebBook Series Are Now Available

The entire series of ten HVACR 101 WebBooks and training videos are now available in the MSCA WebBook Library, found in the resources tab on our website. The modules are designed to provide a thorough review of what is involved in running a HVACR mechanical service business. They are the perfect resource to utilize for all employees that are new to the HVACR industry or to your company.  Through the modules viewers gain a better understanding of all aspects of mechanical service operations, including the kinds of services provided, types of systems and equipment involved, different ways services are provided to customers, who is responsible for the various service functions, and what resources are available to you in doing your job.  Each WebBook contains a comprehensive narrative on the particular topic, detailed illustrations and an interactive assessment.  The training videos provide an overview of the WebBook in an easy to understand presentation.  All MSCA/MCAA member companies and all their employees have access to the full HVACR 101 WebBooks and videos at no charge. 

HVACR Modules:
  • What is HVACR? 
  • Terminology and Slang Used in the HVACR Industry
  • HVACR Basic Sciences and Formulas 
  • Air Conditioning Basic — Small Tonnage
  • Air Conditioning Basic — Large Tonnage
  • Airflow Types and Systems
  • Commercial System Applications
  • HVACR Support Components and Control Systems
  • Heating Systems
  • Focusing on the Customer

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Updated Videos for HVACR101 WebBook Series Now Available

MSCA has begun revising the videos accompanying the recently updated HVACR 101 WebBooks. The first three video modules are now updated and live on the MSCA Resources page.  These videos provide an overview of each training module and are extremely valuable for new employee orientation.

HVACR Modules:
  • What is HVACR? New Video!
  • Terminology and Slang Used in the HVACR Industry New Video!
  • HVACR Basic Sciences and Formulas New Video!
  • Air Conditioning Basic — Small Tonnage
  • Air Conditioning Basic — Large Tonnage
  • Airflow Types and Systems
  • Commercial System Applications
  • HVACR Support Components and Control Systems
  • Heating Systems
  • Focusing on the Customer

Michelle Collier Receives Everyday Hero Award at MSCA19

Five years ago, the MSCA introduced the Everyday Hero award to recognize a member employee who in their own way gives their time and skills to benefit others.  These individuals lend a hand solely out of the goodness of their hearts, without looking for recognition, which can often make them hard to find.


This year the MSCA received many nominations for people in our industry that are doing extraordinary things in their communities. We are so proud to have so many people doing such great things. This year’s recipient, Michelle Collier, office manager for Warwick Mechanical Group in Newport News, VA, was truly deserving.


Michelle spends her Wednesday evenings volunteering at Nations Church, providing meals to the homeless. She also gives her time to the Butterfly House, a faith-based organization that helps minor girls who have been rescued from sex trafficking.


MSCA presented Michelle with a check for $5,000 to the All Nations Outreach Program.


Last year, Michelle went to North Carolina to help rebuild homes that were destroyed by Hurricane Florence.

Ron Clark, Vice President of Warwick Mechanical, nominated Michelle saying “her drive to help people and get the work done is a real inspiration. You can see the true character of a person when they’re in a crawl space of a recently flooded house removing insulation and duct work under conditions that are hard to describe.”


He went on to add “there is no hesitation when something needs to be done, she is there until the job is completed. She brings that same drive and service to the company and others on the team. Selfless, sacrifice, caring, empathy, and all that packaged into an extremely capable manager.”


Michelle thanked Warwick Mechanical, saying that she is blessed “to work for a company that truly believes in investing in the community and giving back and providing lots of opportunities for their employees to do so.”


Congratulations Michelle for this much deserved award.

2019 MSCA Benchmark Survey Results

MSCA conducted a comprehensive benchmark survey to obtain data on key performance indicators (KPIs) in the HVACR and plumbing service industry. The results were very insightful and sure to be beneficial to all MSCA members. The full report is now available, results are presented in two formats, one is overall results and the second is broken down by company size which can provide specific insight relevant to your company. In addition, the findings have been summarized below.

Features of BEST in CLASS Contractors

• Provide primarily air conditioning, heating, plumbing & controls services
• Focused on growing their service agreement base
• Have a separate P/L for service and construction
• Have dedicated service agreement sales personnel
• Bill service agreements in advance
• “Auto Increase” service agreements at renewal (1-3% most common)
• Service Agreement (PM) retention rate of 96% or greater
• Bill quickly – Average is 4–7 days (upon completion of work)
• Track monthly sales to monthly sales goals
• 66% of contractors average $300,000 or more revenue per service vehicle
• Allow service technicians to quote work in the field (average limit is approximately $6,000)
• Hire salespeople from the field
• Annual scheduled preventative maintenance hours per service technician between 300 and 800
• Provide 1 to 50 hours of technical and safety training per year per technician
• Provide training for new service sales reps
• Have an average ratio of 2 to 3 field techs to one office staff
• Total non-billable technician time between 5-10% annually
• Truck inventory tracked using a software system
• Replace service vans based on mileage (100K-150K miles most common)
• Use some form of social media (most common are LinkedIn #1, Facebook #2, Twitter #3)
• Have deployed a mobile field solution
• Have implemented measures to avoid a data breach

AH-HA Revelations from 2019 MSCA Benchmark Survey

• 32% of companies have not deployed a mobile solution
• Over 50% of contractors do not have automatic renewal of PMs
• 37% of companies auto-renewing at an increase of 1% – 3% – are they keeping up with costs?
• 52% of companies missing out on a cash flow opportunity by not advance billing their service contracts
• 33% of companies do not track truck inventory
• 30% of contractors do not have a separate P/L for service – how do they know how they are performing?
• 56% of companies allow service techs to quote jobs in the field (from $500 – $25,000)
• Since 2015, 4% increase in those companies offering plumbing service, 5% increase in those performing refrigeration work and 7% increase in residential work
• Since 2015, there was a 10% decline in the number of companies performing controls work, building controls systems integration work, building operations and testing and balancing
• Annual service projects revenue grew from $1 – $3 million to over $5 million
• 88% of contractors have less than 20% non-billable time
• Contractors replacing vans more frequently than in 2015 – 72% replace every five years or less
• 41% of companies with dedicated maintenance sales personnel sell over $300,000 new service agreements annually compared to all other companies where only 24% average over $300,000 in service agreement sales per rep
• 75% of companies still tracking tools manually or not at all
• 25% of companies have experienced a cyber-security breach
• 27% of companies use SEO and have seen a 5 – 10% increase in traffic
• 72% of contractors do not have a sales training program
• 20% of companies take more than 15 days to bill once job complete
• 40% of companies do NOT track monthly sales against monthly sales goals
• 68% of companies do not employ dedicated maintenance sales personnel
• 30% of companies use no social media

MSCA19 D.S. O’Brien Award Goes to Steve Smith

Steve Smith, Senior Vice President at ACCO Engineered Systems was presented the 2019 D.S. O’Brien Award of Excellence at this year’s MSCA19 education conference in Colorado Springs on October 14. This award was established in 2000 to recognize individuals that have an extraordinary dedication to both the HVACR industry as well as the MSCA.

Steve Smith has devoted his entire life to the industry. Starting out with Johnson Controls and then joining ACCO Engineered Systems in 1992, he become Vice President of the service division within 10 years.  Steve has played an active role in the MSCA as well, teaching  the financial portion of the Service Managers training program for many years and presenting his Cost of One Hour of Service seminar to hundreds of MSCA members.  He has served on both the MSCA Education Committee as well as the MSCA Board of Managers.  He truly has always been willing to share his financial knowledge with others in the industry.  After receiving a standing ovation from the crowd, Steve shared his perspective on the industry, “its not about the playbook, it’s about the execution” he said, “we all have the same playbook so let’s go out and do it right.”

MSCA appreciates Steve’s dedication and passion and to this most deserving recipient of this year’s award.

MSCA19 is Under Way!

MSCA19 is off to a great start in our fourth year at the stunning Broadmoor in Colorado Springs! We kicked off this year’s conference with a Sunday night reception for 800 attendees, hosted by Quantech.

The opening session began with a special performance of  Dance of the Sugar Plum Fairy and James Bond by the Dallas String Quartet. Kip Bagley, Senior Vice President, Mesa Energy Systems EMCOR and MSCA Chair, welcomed the crowd to our 34th annual education conference and recapped all that MSCA has accomplished throughout the year. The D.S. O’Brien award was presented to past MSCA board member, Steve Smith from ACCO Engineered Systems, Inc.  for his outstanding dedication to the HVAC industry. Opening session keynote speaker Josh Linkner captivated the crowd with his five points on how to re-innovate and outpunch the competition.  He encouraged the audience to judo flip their challenges upside down in order to find a new perspective, setting the tone for an exciting and inspirational week!

We look forward to the week ahead with many education and networking opportunities for our industry members!

See What Happened at MSCA19!

Couldn’t attend this year’s conference? Here’s what you missed!

Mark your calendar for MSCA20, October 11 – 14, 2020 in Scottsdale, AZ.

MSCA and Convoy of Hope Help reVIVE Springs Mission Rescue

MSCA partnered with the Convoy of Hope at this year’s MSCA19 Education Conference to provide support to Springs Mission Rescue in Colorado Springs, CO. Volunteers helped to take care of some big projects at the Rescue Mission. Along with helping put together meals, the group helped build a new fence, painted inside, and put up new signs. The Rescue Mission said they accomplished things that would normally take several weeks in just a few hours.

A special thank you to all of our members that volunteered their time. A special thank you to Mike Frank and team at Braconier Plumbing and Heating Company, Milwaukee Tool and Home Depot.

Full HVACR101 WebBook Series Now Available

To better serve our members we have converted all our HVACR 101 modules into WebBooks. All ten HVACR101 WebBooks are now updated and live on the MSCA Resources page. MCAA and MSCA members can now access some of our most valuable publications on our new WebBook platform. You will be able to take notes, print sections, and share with colleagues. And most importantly, when we have updated content, unlike a downloaded pdf, our WebBooks can be instantly updated behind the scenes while your notes are preserved securely on your computer.

  • What is HVACR?
  • Terminology and Slang Used in the HVACR Industry
  • HVACR Basic Sciences and Formulas
  • Air Conditioning Basic — Small Tonnage
  • Air Conditioning Basic — Large Tonnage
  • Airflow Types and Systems
  • Commercial System Applications
  • HVACR Support Components and Control Systems
  • Heating Systems
  • Focusing on the Customer

reEVALUATE and reESTABLISH Your Financial Health at MSCA19

This year at MSCA19, being held October 13—16 in Colorado Springs, CO, we are honing in on financial health — both personal and business.

reEVALUATE Your Personal Finance

We invite you to reEVALUATE the tenets of Personal Finance with Innovest Vice President and Certified Financial Planner® Jared Martin. Jared will outline aspects of personal finance and ways to reinforce your finances through estate planning, education planning, investing and retirement planning and will identify best practices that can maximize efficiencies for retirement. You’ll leave with tools to ensure your money is working for you!

reEVALUATE the Financial Health of Your Service Business

The key to financial health and sustainability is knowing what financial benchmarks you should be measuring and why. Join Leah Gutmann, owner of First Forward Consulting, LLC, to reESTABLISH and sustaining the financial health of your service business. Leah will share results from the 2019 MSCA Benchmark Survey and explain what these findings mean to you!

MCAWW Service Connections Panel

MSCA Chair, Kip Bagley was a special guest at the first “Service Connections” event, hosted by the MCA of Western Washington Service Committee on July 25th. Approximately 50 people attended the event, which connected labor and management over industry trends and challenges. The panel, including Kip Bagley (MSCA Chair), held a lively discussion on topics that included recruiting, the “uberization” of the service industry, self-diagnosing equipment, training and industry growth.

The full of panelists consisted of John Payne (Auburn Mechanical), Joel Crabtree (Local 32), Duane Bjornsen (Seattle Area Pipe Trades), Matthew Barnes (MacDonald-Miller Facility Solutions) and Kip Bagley (EMCOR Services Mesa Energy Systems and MSCA Chair), held a lively discussion on topics that included recruiting, the “uberization” of the service industry, self-diagnosing equipment, training and industry growth. MCAWW’s Executive Director, Ed Kommers, served as moderator.

reIMAGINE Your Recruiting Pipeline at MSCA19

Your business relies on the best people to get the work done. As generations change, we need to rethink our methods to recruit people into our industry. Join Jon Finch, Vice President of Training, MILWAUKEE TOOL and Tim Herbert, Lead Organizer, Washington State Pipe Trades, at MSCA19 in Colorado Springs, CO from October 13-16, 2019, to discuss how you can proactively target and engage your future workforce. During this session you will reFRESH your recruiting perspective and leave with actionable steps to increase your hiring potential. This session will cover tactics on where to target to reINVIGORATE your candidate pool. You will leave the session knowing how to tell your story in a way that will reDESIGN your recruiting pitch, as well as solutions to increase your impact and network reach so that you can reENGAGE your connection strategy.
Both Jon Finch and Tim Herbert have been highly successful in recruiting the next generation of workers and ensuring that their company’s and local contractor’s manpower needs are fulfilled in a timely and efficient manner. This dynamic duo will share their best practices with you and open your eyes to new possibilities.

reBRAND: Learn How to Talk Like a Leader at MSCA19

MSCA19 is being held in Colorado Springs, CO from October 13-16, 2019. The old adage, ‘what people perceive, is what they believe,’ has never been truer than in today’s superficial society. Whether you realize it or not, you are constantly being judged by others, often subconsciously. How you communicate in everything from casual conversations to formal business meetings can be the difference between success and failure.
During this highly interactive session, Anthony Huey, owner of Reputation Management Associates, one of the nation’s leading communications training and crisis consulting companies, will demonstrate effective ways to leave a positive perception on a wide variety of audiences you deal with every day, including customers, prospects, internal staff, boards of directors, management, community partners, the news media, elected officials, investors and many others. Never again miss your only opportunity to connect and leave a lasting impression that others will remember.

reENGAGE and Turn Corporate Culture Into a Competitive Advantage at MSCA19

Ryan Estis will be joining us at MSCA19 in Colorado Springs, CO from October 13-16, 2019. Ryan has more than 20 years of experience as a top-performing sales professional and leader. He will refresh participant’s perspectives on how to cultivate a high-engagement, high-performance work culture. As we prepare for the next growth cycle in business, leaders need to understand the needs and expectations of the modern workforce. Ryan pushes back on conventional thinking with new research and case studies from category-leading companies that succeed at maximizing human potential and elevating performance.
To win in today’s market, you need a healthy organization: tuned-in employees, authentic leadership, open communication and trust. Leaders are called to cultivate the kind of workplace where people come first and performance and profit follow. Most organizations leave too many opportunities on the table and waste a huge amount of their people’s potential. This session will offer practical advice to help companies reverse that trend.

reDISCOVER Exactly How to Sell at MSCA19

Join us at MSCA19 in Colorado Springs, CO from October 13-16, 2020. Phil M. Jones, author of five international best-selling books, will help the audience re-DISCOVER exactly what it takes to develop a community of customers who continue to spend with them, refer them to others and build their reputation. Participants can explore the winning tools and techniques that they can use to increase their confidence ahead of their sales conversations and achieve more from every interaction they have.
Phil Jones is the youngest winner of the coveted “British Excellence in Sales and Marketing Award” and has made it his life’s work to demystify the sales process. He re-frames what it means to “sell” and helps his audiences to learn new skills that reinforce confidence, overcome fears and instantaneously impact results. He is by no means your typical sales expert.

Announcing MSCA Sales Institute Program Schedule for 2018!

Announcing the MSCA Sales Institute Program Schedule For 2018!
Registration is Now Open So Sign Up For Your Class Today!

January 29 – 30, 2018, Sales Leadership Symposium in Irvine, CA
February 5 – 6 , 2018, Sales Basecamp in Phoenix, AZ
April 15 – 19, 2018, Sales Masters Week 1 in Oak Brook, IL
May 7 – 8, 2018,  Sales Basecamp in Chicago, IL
November 4 – 9, 2018, Sales Masters Week 2  in Houston, TX

MSCA’s Sales Institute, an MSCA University program is the first and only focused training program specific to service sales in the HVACR industry. This program, unlike any other, provides a clear career path for growing and developing service sales professionals to ensure their success, enhance their value to the company, encourage retention and, ultimately, increase sales. Nowhere else does such a comprehensive educational offering exist that focuses on your needs.

Sign up using the links below:

Sales Leadership Symposium

Sales Basecamp

Sales Masters Week 1 Sales Masters Week 2