Time is money, or so they say. But how much is a person’s time worth? Contractors don’t often operate with large budgets when deciding where to spend their training dollars. They do, however, understand that usually they get what they pay for. North American Technician Excellence (NATE) certification is an investment contractors make that won’t break their budget, but will change their business for the better.
According to a contractor study conducted by The NEWS, 75 percent of overall respondents agreed that HVACR certification of technicians is important to their company’s business objectives and success. So important, that only 7 percent of respondents chose a certification organization based on cost. Sixty percent chose a certification entity based on the entity being a recognized industry leader. Primary advantages ranged from customer confidence and satisfaction to fewer callbacks and higher expectations. Increased company credibility, employee morale, customer reflection, and profits were also cited as reasons why contractors chose NATE.
“To go out and be able to properly diagnose the unit and fix it the first time is an advantage,” said John Hentowski, president of Hentowski Inc., Wilmington, Del. “Knowing the difference between fix or replace helps my technicians make decisions with integrity.”
Business Competition
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| NATE offers its logo in multiple formats for displays that a company can use as part of its marketing strategy. There are stickers with different sayings available in full color or in black and white. |
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Keeping the competition at bay is a tall order for most contractors. Having NATE-certified technicians adds fuel to a company’s competitive fire. NATE offers its logo in multiple formats for displays that a company can use as part of its marketing strategy. There are stickers with different sayings available in full color or in black and white: “We Encourage Professionalism,” “We Train Technicians for NATE Certification,” “We Employ NATE-Certified Technicians,” “Everyone Benefits from NATE Certification,” and “We Support Voluntary Certification.”
“It is a good marketing tool,” confirmed Dan Costanza, eastern region field supervisor for South Jersey Energy Service Plus, Egg Harbor Township, N.J. “We feel that this is the way the industry is going and we use the stickers to advertise as a selling point.”
Also available are customizable public service announcements, a customizable consumer brochure, a customizable bi-monthly contractor to consumer letter, 60-second radio scripts, 10- and 20-second television tags, and customizable local newspaper releases.
“I think that by telling people we are NATE certified, we are more successful,” said Hentowski. “We have the sign out and yellow stickers on the truck. All those little things add to the pot.”
“Our customers are better served and happier,” said Michael Ritter Jr., general manager of Great Lakes Heating, Air Conditioning & Electrical Inc., South Bend, Ind. “We have fewer call backs, generate more money, and establish more professionalism.”
Business success is not just about competition; it is also about marketing and profit. A staff of NATE-certified technicians can be profitable for contractors.
Contractors are responsible for telling customers that they are NATE certified. Customers can verify this information and learn more about NATE on its Website. This added value allows contractors to expect more from their customers monetarily, and in most cases they get more.
NATE also contributes to better customer service, fewer callbacks, and cost control.
Technician Expectations
In order to compete with the best, contractors must hire and retain the best. This is an issue that presents problems for contractors. According to the NATE survey, contractors commented that a technician is not a qualified technician without certification. Being able to motivate and acknowledge the successes of technicians is an opportunity that contractors can take advantage of.
The National Organization for Competency Assurance (NOCA) defines credentialing as the umbrella term that includes the concepts of accreditation, licensure, registration, and professional certification. In a recent study, NOCA explained that certified technicians as a whole (not just HVAC) had more confidence, stayed longer, and intended to do the job right the first time more often. “Credentialing programs further a company’s overall business goals — that is, to ensure that consumers have access to skilled professionals who are knowledgeable about the company’s products and services,” said the NOCA study. “Certification demonstrates an individual’s commitment to a profession.”
According to Hentowski, NATE certification puts more responsibility on the technicians and they are more accountable for what they do.
“We expect competency and professionalism from our technicians,” said Robinson.
“We expect our people to be NATE certified,” said Costanza. “We feel that NATE-certified techs stand above everyone else. We expect quality work.”
Once certification is gained, contractors can expect their technicians to operate according to a higher standard. They can begin to depend on their technicians’ accurate testing and diagnostic skills.
