Episode 22

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Published on:

11th Mar 2024

Recurring Sales Strategies and Customer-Oriented Approaches in HVACR with Guitze Messina

In this episode of The Manufacturers Network Podcast, host Lisa Ryan welcomes Guitze Messina, the executive director of Hardy LatAm, to discuss sales, industry trends, and the importance of understanding customer needs in the HVACR industry. The conversation explores the impact of AI on sales, the significance of sustainability practices, attracting new talent to the industry, and the emerging shift from sales as an art to a science.

*Key Points and Lessons Learned:*

- Understanding Current Customers: Guitze Messina emphasizes the importance of understanding current customers before seeking new ones. Salespeople should focus on what percentage of products customers buy and what they like buying from the competition. It's essential to ask open-ended questions without being defensive to gather valuable information.

- Implementing Sales Systems: The discussion also delves into the implementation of systems to increase sales and provide more value to customers. Follow-up and understanding if salespeople are in control or if customers are driving the sales process are vital components.

- The Impact of AI: Guitze Messina and Lisa Ryan touch on the impact of AI in the industry, highlighting its potential to analyze customer buying patterns and facilitate more personalized interactions. The use of AI in writing emails and texts to make interactions more effective and humane is also emphasized.


- Industry Trends and Sustainability: The conversation expands to historical examples of technological advancements affecting job markets and the industry's focus on energy efficiency and sustainability. Guitze Messina notes the importance of attracting new talent, especially women, into the industry for diverse perspectives and strength.


- Understanding HVACR Business Aspects: Guitze Messina stresses the need for manufacturers to understand the financial aspects and challenges faced by distributors and contractors in the HVACR industry, highlighting the need for recurring sales strategies and dealer programs.


- Guitze's Book "Money Call": The episode concludes with Guitze providing a segue to discuss his book "Money Call," which focuses on sales techniques specific to the HVACR industry.


*Key Themes:*

- Customer Understanding and Sales Strategies

- AI Impact on Sales and Interactions

- Industry Trends and Sustainability

- Attracting New Talent and Diversity

- Understanding HVACR Business Aspects


*Fun Facts:*

- Guitze Messina's expertise in the HVACR industry in Latin America and his role as the executive director of Hardy LatAm.

- The shifting focus of sales from an art to a science, incorporating statistical and data-driven approaches.

- The growing adoption of best practices from the US HVACR industry in Latin America.

- Guitze Messina's book "Money Call," tailored to sales techniques specific to the HVACR industry.

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About the Podcast

The Manufacturers' Network
Connecting Manufacturers with Manufacturers
The Manufacturers' Podcast is THE place for manufacturers to connect with and learn from other manufacturers. Not only will listeners get to learn from their manufacturing colleagues, but they will also discover HOW they can help each other as a resource or as a source of help and inspiration.

As a manufacturer, it's easy to get pigeon-holed into only focusing on your own industry, whether it be through your industry trade association or your industry colleagues. While trade associations are an excellent source of information for their members, sometimes it's gaining a perspective from someone else in a completely different industry that gives you the solution to your dilemma.

Stay tuned for new episodes every week on "Manufacturing Monday's." This drive-time length podcast will give you the information, tips and strategies you need to get your week off to a fantastic start.

About your host

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Lisa Ryan

As a Certified Speaking Professional (CSP), an award-winning speaker and author of ten books, Lisa Ryan, CSP, works with her clients to develop employee and client engagement initiatives and strategies that keep their top talent and best clients from becoming someone else’s.
Lisa’s expertise includes: strengthening workplace culture, improving employee engagement, increasing customer retention, and initiating gratitude strategies (“Grategies”) for personal and professional benefit. Lisa’s participants enjoy her high energy, enthusiastic delivery and quick wit and they leave the session with ideas they are committed to acting on immediately to make positive workplace culture changes.
Lisa costars in two films with other experts including Jack Canfield of “Chicken Soup for the Soul.” She is the Past-President of the National Speakers Association, Ohio Chapter and holds an MBA from Cleveland State University.

Relevant Experience

• Keynote, breakout or workshop speaker at more than 100 national and international conferences
• Thirteen years of industrial marketing and sales experience, including seven years in the welding industry – and yes, she does weld
• Host of “Elevate Your Engagement Levels: What You Need to Know” on the Elite Expert Network and the C-Suite Network
• Creator of “The Seven Mistakes Managers Make to Crush Company Culture” video series
• Best-selling author of ten books, including “Manufacturing Engagement: 98 Proven Strategies to Attract and Retain Your Industry’s Top Talent”
• Award-winning speaker