Profit By Design: 129: Making Sense of Marketing Differences with Rob Minnick

129: Making Sense of Marketing Differences with Rob Minnick

Feb 25, 2021

We know that different is better when it comes to marketing and standing out with our businesses, especially in competitive industries where our customers and clients are comparing on price.

However, if we’re different and we can’t help our customers and clients appreciate the value of our difference, then what do we do?

Our guest today is a client in Tap the Potential’s Better Business, Better Life™ program, and he helps us dig into the question of “Is different really better?”

Join us for this fun episode as we look at creative solutions that will help answer this question not only for him but for many others, as well.

Larry Robert Minnick, Jr. prefers to go by Rob and is the CEO/ President of Minnick’s Inc. and Minnick Training Center. He has 39 years’ experience in the Heating and Air Conditioning field, in particular with Mechanical Design & Building Performance for owners. The reason Rob decided to concentrate on the family business was that he loves what he does and it allows him to meet people and he enjoys a challenge. Rob Minnick earned his certifications from the State of Maryland, Air Conditioning Contractors of America, Building Performance Institute, Residential Energy Service Network, United States Green Building Council, and National Comfort Institute.

He lives in Burtonsville, MD, with his wife Dawn. They have 3 children, 1 grand-daughter, and 1 dog. When Rob is not working, he likes to spend time with his family, play drums, travel, and play golf.

Profit by Design is a Tap the Potential Production in collaboration with Small Business Consulting Group.

Show Highlights:

Rob shares the three questions that consultants told him to ask himself and his brothers when they were buying out the business from their father.
Once Rob learned to take a deeper dive into his company vision, it went from being a half-page long to being a page and a half long. He relates how and why his team members were excited when he shared his vision with them.
Rob’s team members are excited to be actively involved in setting their own goals.
Rob has a deeper knowledge of problems than his competitors, so communicating with homeowners on the deeper issues that their HVAC system is experiencing is the biggest challenge that Rob currently faces. This is what Rob finds the most difficult, and where he will find the greatest opportunity to differentiate himself.
Educating influencers who deal with the customer before the customer deals with Rob is one path that Rob will take to resolve the communication issue.
Dr. Sabrina explains the “halo effect”.
How to position yourself as the authority.
It’s important to identify your top referral sources. These are key places to educate.