A private strategy session for the person who owns the HVAC company

Why owners book a session instead of hiring an agency

The short answer: the hardest problems in an HVAC company aren't marketing tasks, they're owner decisions. An agency will happily run ads for a company whose prices are too low to profit from the calls. A session starts one step earlier and asks whether the business is set up to make money from growth at all.

Typical questions owners bring to Ali:

• "My techs are booked solid but the bank account doesn't show it. Is it my pricing?"
• "I have 140 maintenance customers. How do I get to 600 without discounting the plan to death?"
• "My nephew's agency wants $3,000 a month. Is that a lot or a little for a company my size?"
• "I'm still answering the phone at 7 a.m. and doing estimates at 9 p.m. Who do I hire first?"
• "I'm 54. What should I be doing now if I want to sell at 62?"

Each of those has a numbers answer, and the session is where you find it.

What a session with Ali looks like

A session is a working conversation, not a presentation. Before it starts, Ali asks for a short list of figures: revenue by month for the last year, your average ticket for repairs and for replacements, how many agreement customers you have, and what you spent on marketing. Owners who don't track some of these are normal; part of the session is working out which numbers matter enough to start tracking.

During the session, Ali works through your situation with you, line by line. Afterwards you get a written summary: the decisions you made, the reasoning, and the next three or four steps, in the order Ali would take them. The format and length are confirmed in writing before you agree to anything.

The five things sessions usually cover

Most sessions fall into one of five areas. You can read about each on the services page:

1. Pricing and margin: what a job really costs you once truck time, callbacks and warranty work are counted, and what to charge for it.
2. Service agreements: building a maintenance membership that customers renew and techs actually sell.
3. Marketing budget: how much to spend, on what, and how to judge it within 90 days.
4. Hiring and owner time: which role to fill first so you stop being the bottleneck.
5. Exit thinking: building a company that can run, and sell, without you.

Who Ali is, briefly

Ali Sedighi has an MBA in Technology Management and 17+ years of experience in marketing and business growth, starting in 2007 when he founded ONE.ir, a full-service digital marketing agency. His HVAC work alone spans 150+ live websites, and his client list has covered Canada, the USA and Dubai. He lives and works in Vancouver, BC, and leads the Sedighi.ca and SAZ.ca group. More on the about page.

That HVAC work is where the session perspective comes from. Ali helped build GasBoilers.ca as a gas-boiler division for CANRO Heat, serving 26+ BC communities, and HVACDeal.ca produced 500+ leads at a 12:1 ROI. The results page explains what those projects teach an owner who isn't a client.

What HVACConsultant.ca is not

Ali advises on the business. He doesn't touch the equipment. HVACConsultant.ca is not an HVAC contractor: it doesn't install, repair or service anything, and it never sends anyone to a job site. It also isn't engineering, mechanical design, inspection or code-compliance advice. If a question is really about load calculations, permits or your provincial safety authority, Ali will say so and point you to the right body.

Is a session right for you?

A session tends to help most when:

• you have at least one full-time technician besides yourself, so there's a business to shape
• you have a specific decision in front of you, not a general wish to "grow"
• you're willing to share real numbers, even rough ones
• you want an outside view from someone with no equipment to sell you

If you're not sure, that's a fine first message. Read the guides first if you'd like to see how Ali thinks, or check the FAQ for the practical questions. Then call, text or email (604) 632-4959 or Ali@Sedighi.ca with your question and roughly how big your company is.