How To Successfully Sell Comfort To Today's Consumers
The good-better-best approach today is not solely focused on efficiency levels. It's about varying levels of product, systems, and dealer services combined to meet specific homeowner comfort needs that are in line with the brand promise. Dealers that adopt this sales approach will make better margins, please their customers, and enjoy the long-term benefits.
With the federal 13 SEER mandate on the horizon, dealers need to re-evaluate their current sales approach. The January 2006 changeover runs the risk of further commoditizing the market because the differentiation of efficiencies will be greatly reduced. It will be important for dealers to have a solid marketing plan and they must be capable of effectively selling total home comfort.
The following sample questions will help dealers effectively address their customers' indoor comfort needs:
Once dealers address these issues they can offer a range of solutions to provide total comfort and peace of mind for the consumer. Today's homeowners are also aware of indoor air quality products like electronic air cleaners, in-duct UV purifiers, HEPA air cleaners, and other traditional air quality items. They just require education and encouragement from the dealer in order to select them.
Nordyne has been designing and manufacturing heating and cooling products for more than 80 years. A trusted name in the industry, it focuses on using proven technology to build reliable residential products under some of the most recognized consumer brands. The company is headquartered in O'Fallon, Mo., with manufacturing plants located in the central U.S. For more information about Nordyne and its product offerings, visit www.nordyne.com.