Maxionlabs  ·  for NETR

What we agreed.

3 minute read  ·  Thursday 18 September, with Peter, Kris and Jason

Peter asked me to put this in writing for you. Every number here is either yours, or something you can go and check.

None of this is new. It is the offer Peter has had since 9 September. The only change is the territory, which we fixed on the call.

01 Why

NETR is good at commercial work. Almost nobody outside your circle knows it.

Your team said it better than I can.

Jason
  • "There's nothing that has really failed for commercial. There's nothing that's really worked."
Kris
  • "People know who we are. They just don't know what we do."
Peter
  • Commercial growth comes from old relationships. "It's not sustainable."

So there is no broken channel to fix here. There is just no channel.

You have the name. You have no way to reach people who have not heard it.

02 The numbers

Every figure here came from your team

Kris and Jason gave me these. I have not changed them.

Maintenance agreement
$5,000 to $10,000
average. Some run to $20,000
Rooftop replacement
$16,000 to $30,000
one unit
You close, owner direct
50 to 60%
Peter and Jason both
You close, facilities manager
about 10%
Jason. "One out of ten"

That last gap is why section 03 is written the way it is.

Here is the math, using the low end of your own range.

Qualified meetings in 60 days
10
You close, low end
50%
New maintenance agreements
5
Each one, low end
$5,000
Year one
$25,000
Up front, once
$3,000
10 meetings at $450, only if they hold
$4,500
All you pay
$7,500
$25,000 back on $7,500. About 3.3 times.
That is the floor. At the top of your range, 60% closing $10,000 agreements, it is $60,000 on $7,500. Eight times.

That number leaves out two things on purpose.

  1. Every replacement. You told me maintenance opens the door and replacements pay, at $16,000 to $30,000 a rooftop. None of that is counted above.
  2. Year two. A maintenance agreement renews. That $25,000 is the first year only.
This is your model, not my promise.
I am not promising you five signed agreements. Whether a meeting turns into a contract is your sales job. What I am on the hook for is the 10 meetings. Section 04 covers what happens if they do not show up.

03 What counts as a meeting

Jason asked the best question on the call. Is a facilities manager a qualified lead? He does that already, and they cannot say yes.

He is right, and his own numbers prove it. So we bill at owner level only.

Qualified meeting, NETRagreed 18 Sept
You pay only if all of this is true
  • It held. Someone from NETR stood in the building.
  • You met the owner, a partner, or someone who can cut a PO without asking a board. Not a facilities manager who passes it up.
  • The building is commercial, in use, and a type you named.
  • It is inside the agreed radius.
  • They knew it was about commercial HVAC before they took it.
The spec, set by you
Radius   20 to 30 miles of Stoneham
Building types   office, medical, schools
Scope   HVAC and VRF only
Not included   boilers, chillers, refrigeration

Miss any one and you do not pay. No shows are free. Wrong buildings are free.

You also see every building and owner on the list before one email goes out. Strike off anyone you want. Your customers, your open quotes, anyone you would rather we left alone.

04 The guarantee

10 qualified meetings in 60 days, or you get the $3,000 back.
Qualified as written in section 03. Not as I define it later.

Jason asked about a free trial. I do not run one.

I tried it last year. Shops said yes, paid nothing, then went quiet for a week. The work is real either way, so I would rather carry the risk in cash.

You are not risking $3,000 on whether this works. I am.

One more thing, so it is clear. If nine meetings hold instead of ten, the refund still applies. You would have paid $450 each for nine real meetings, and the $3,000 comes back.

05 What it costs

$3,000 to start. Then $450 per qualified meeting held.
No monthly fee. No lock in. If no meetings hold, you pay nothing more, and the $3,000 is refundable.

The $3,000 is the build. Sending domains, inboxes, warm up, and the building and owner list. We check every email address before we use it.

It also holds your territory. Once you are in, I will not run this for another commercial HVAC contractor in your area. That only works if the slot is paid for.

Your territoryreplaces the 9 Sept email
Locked to NETR
  • 20 to 30 miles around Stoneham. Metro North Boston, out to Burlington, Waltham, Lexington and Winthrop, north to the New Hampshire line.
  • The 9 September email said North Andover. That was wrong. This replaces it.
  • NETR only, not the rest of the ownership group.
Term
  • Month to month. Stop when the calendar is full.
Paperwork
  • One page to sign.
Your time
  • About an hour a week.
ServiceTitan
  • Meetings land in your system, through Outbound Sync.

06 Proof

I have no public case study from a commercial HVAC contractor.
I have one HVAC client, in Minnesota. They signed about three weeks ago. They have not agreed to be a case study and I have not asked them. I would rather say that than dress up somebody else's result as yours.

What I can give you is the pace. Three qualified meetings in their first three weeks, from nothing. Hold that rate for 60 days and it is eight or nine. That is close to the number I have guaranteed you.

It usually speeds up after the first few weeks. But that is the rate I actually have, not the one I hope for.

A client will take your call.
I will introduce you by email, then leave the thread. Ask what it cost, what worked, and what I got wrong. I will not see what they tell you.

And one on camera, named. Anisa runs growth at BlueSteps. She walks through her own numbers.

Client interview with Anisa Ahmed of BlueSteps
Anisa Ahmed, BlueSteps. Today that account is 17 customers closed and $55,300 collected. That is 8.4 times what they have paid us. She filmed this in August, when it was 15 customers and $46,700, so the numbers she says out loud are lower than the ones here.

About 15 clients this past year. None in commercial HVAC. The closest one sells to contractors, so his buyer acts like yours:

Construction software, sells to small contractors
23
qualified meetings
5
annual contracts signed
$7k to $20k
each, per year
Their sales lead marks every meeting qualified or not, the same way Jason would. The 23 are the ones that passed.

Which is why you sign off on the list, and pay per meeting held, instead of on a promise.

07 Timeline

Four or five days from signing to live. Most of that is our work, not yours.

Day 1
  • One page signed, first invoice paid.
  • A short form, about 15 minutes. Your do not contact list, and your last ten wins.
Days 2 to 4
  • We build the property and owner list for your radius. Expect something near 10,000 records before we filter it.
  • You review it and strike names.
  • We write the outreach. You approve every word. It goes out under your name.
Day 5
  • Sending starts. The 60 day clock starts here, not at signing.
After that
  • Replies get worked into site visits and put on your calendar.
  • You tell us which meetings were good. That tightens the targeting.

I will not promise a date for the first meeting. Anyone who promises you week one is guessing, or about to send junk under your name. The 60 day number is the one I will put money behind.

This works if
  • You have the techs to cover more commercial maintenance.
  • Kris and Jason have room to walk more buildings.
  • You will take the smaller maintenance work to get in the door.
It does not if
  • You only want the big replacement jobs.
  • You are short on techs right now.
  • You need a result by a fixed date.

08 Next step

  1. You read this. Everything you need is on the page, so Peter does not have to defend my math from memory.
  2. Then give me 15 minutes. Peter says your questions are return on investment questions. Those are mine to answer, and I would rather take them straight from you.

If the answer is no, that is a fine answer. I would just like to hear the reason.

Max
maksym@maxionlabs.com