Ask 1,000 contractors if, given the choice, they would rather their customers choose a high-efficiency system with all the bells and whistles or a basic system that will keep them comfortable. I would bet that 98 percent would prefer their customers choose the high-efficiency system with all the bells and whistles. After all, high-end systems cost more and bring more cash into the business. In fact, most companies would find it hard to get by without the additional revenue these systems generate. Many companies even offer their people bonuses and other incentives to sell more high-end systems.
Selling systems at a higher price point makes good sense, especially when the economy is growing, unemployment is low, and credit is readily available. Unfortunately, this has not been the case for several years. Today, companies must offer systems with a wide range of price points to appeal to the majority of the people in the market. Offering moderately and lower-priced systems takes us back to the original problem of how do we survive without the additional cash from high-end systems? Don’t worry; by the end of this article, you will be able to cover your costs and profit, no matter which system your customer chooses.