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Summary

The transcript details a business discussion about marketing air source heat pumps, a growing industry due to government incentives and environmental focus. The participants discuss their backgrounds, with one having a solar industry past and the other being a heat pump business owner. They explore the challenges of marketing in a competitive market, the impact of government policies, and the potential of partnering for increased sales. The conversation also covers the importance of market research and the effectiveness of different marketing platforms, with Facebook being highlighted as particularly successful for the heat pump business.

Takeaways

• 😀 The discussion is about focusing on selling air source heat pumps rather than solar, due to the government dropping incentives for solar in 2022.
• 📞 There's an initial technical issue with the microphone, but it gets resolved allowing for clear communication.
• 🔍 Julian, the business owner, is expected to join the call to discuss the business's specialization in heat pumps and their market approach.
• 🌐 The speaker with a solar background acknowledges the saturated market and the decreased incentives as reasons for the shift towards heat pumps.
• 💼 Julian confirms the business's long-term involvement in heat pumps, highlighting a strong reputation and customer base.
• 📈 The UK heat pump market is on an upward trend, and the company aims to capitalize on this growth by focusing on their area of expertise.
• 💰 There's a discussion about the financial aspects, with the speaker mentioning a 30% margin on heat pump installations and the impact of market competition.
• 🏢 The company's service area covers a significant region, with a focus on the southwest of Wales where they aim to dominate locally first.
• 📊 The speaker outlines a marketing strategy that includes pre-qualifying customers and only charging for those who show up for appointments, with a guarantee on marketing spend.
• 📝 A proposal and contract will be sent for review, detailing the services, guarantees, and costs associated with the marketing partnership.

Q & A

What is the main focus of the business discussion in the transcript?

The main focus of the business discussion is on selling air source heat pumps, not solar, as the company is looking to optimize its efforts in one area of expertise.

Why did the government's incentives for solar energy drop?

The government decided to drop the incentives and schemes for solar energy starting from 2022, which led to a reconsideration of purchases and a more competitive market with fewer companies offering financing options.

What is the current market trend for heat pumps in the UK according to Julian?

Julian mentions that the UK heat pump market is on an upward trend and has been growing, with his company having a strong reputation and customer base in the industry.

How does the speaker with a solar background view the current market situation?

The speaker with a solar background views the current market as challenging due to the influx of companies and the reduction of government incentives, leading to a 'race to the bottom' in terms of pricing and offers.

What is the speaker's strategy for helping companies like Julian's?

The speaker's strategy is to help companies by focusing on marketing efforts to generate leads and sales for air source heat pumps, leveraging the growing market and government support.

Why did the speaker switch from solar to heat pump marketing?

The speaker switched to heat pump marketing after a conversation with Richard from RG Installations, who suggested that the heat pump industry was about to boom and offered more potential for growth and profitability.

What is the proposed minimum number of sales for the first month of partnership?

The proposed minimum number of sales for the first month of partnership is 15, with the understanding that this is a starting point and can be adjusted in subsequent months.

What is the speaker's approach to marketing for heat pump sales?

The speaker's approach to marketing for heat pump sales involves generating pre-qualified leads through various marketing channels, with a focus on local areas and leveraging the government's push towards eco-friendly solutions.

What is the cost per appointment that shows up according to the proposal?

The cost per appointment that shows up is £200, which includes marketing fees and service charges.

How does the speaker plan to ensure a return on investment for the company?

The speaker plans to ensure a return on investment by focusing on high-margin heat pump installations and targeting customers who are pre-qualified and highly interested in purchasing, thus increasing the likelihood of sales.