The Growth Partner Program, step by step

What the program is, and what it isn't

It is a performance-based business partnership on your marketing and growth; it is not a lead-buying service. You aren't paying per lead for names that are sold to three other contractors. The work is done for your company, in accounts and on assets your company owns, and the measure is your own booked work.

It also isn't a promise. Nobody can honestly promise leads or revenue, and we don't. What the program changes is who carries the risk at the start: Ali puts in the time first, and his pay depends on the measure moving.

The program is offered through the Sedighi.ca consulting group, which lists it as a custom, performance-based arrangement. For a description of its consulting terms more broadly, see BusinessConsulting.ca's pricing page.

Who it's for

It fits established HVAC companies with measurable numbers, spare capacity and an owner who wants a partner, not a vendor. In practice that tends to mean:

• You've been operating long enough to have at least a year of job and invoice history.
• You can take on more replacements, installs or maintenance agreements without your service levels slipping.
• You're willing to share call recordings or summaries, booked-job data and monthly revenue by job type.
• You want to grow something specific: a new service area, more heat pump installs, more maintenance memberships, a stronger shoulder season.

It doesn't fit a company that is already at capacity, one that can't measure where its work comes from, or an owner who wants a hands-off arrangement. That's not a judgement of the business; it just means a fixed-fee plan is the better tool.

How a partnership is put together

Five stages, in this order, with the terms agreed in writing before stage four begins.

1. First conversation. You call, text or email. We talk about your company, your market and what you want to change.
2. Numbers review. You share the basics: booked jobs by month and type for the last 12–24 months, average tickets, close rates, and how calls are handled. The 7-day free trial audit (marketing audit, website performance check, SEO analysis, competitor benchmarking) often feeds into this.
3. Fit decision. Ali decides whether a partnership can be measured fairly and has room to work. If not, you'll hear that, and why.
4. Written terms. The baseline, the measure, the record system, how Ali is paid, how seasonality and program changes are treated, how long it runs and how it ends. All custom; all in writing.
5. Work and monthly review. The marketing runs, and the numbers are reviewed together every month against the agreed baseline.

The baseline and tracking service covers stage two and the measurement side of stage five in detail.

How results are measured

Results are measured against the written baseline, using the record system named in the terms. For most HVAC companies the strongest measures are booked jobs and invoiced revenue by job type, because they're harder to inflate than leads or calls.

A worked example of why the measure matters: say your baseline is 22 replacement installs per heating season. A mild winter cuts demand, and you finish with 24. Measured against raw installs, that looks like a small gain. Measured against the share of replacement estimates that closed, it may be a large one. Neither view is wrong; the terms simply have to say which one counts, before the season starts. Our guide to measuring results goes through the options.

Mistakes to avoid in any performance deal

Most failed performance arrangements fail on definitions, not effort. Watch for these:

• No written baseline. If "growth" isn't defined against a dated starting point, every conversation about pay becomes an argument.
• Measuring leads instead of jobs. Leads are easy to multiply and hard to bank.
• Ignoring seasonality. A cold January makes any marketer look good; a warm one makes them look bad.
• Unclear ownership. Your website, ad accounts, call-tracking numbers and Business Profile should belong to your company. Get that in writing.
• No exit clause. Both sides should know how the arrangement ends.

Timeline

Expect the first month or two to be set-up and measurement, and a full season before the picture is clear. Tracking and baseline work usually comes first. Paid campaigns can produce calls within weeks; local search builds over months. That's why the term of each partnership is set in writing rather than assumed. If you'd like to explore whether it could work for you, get in touch.