Tax Credits Help To Upsell Customers
While results from Emerson's 13 SEER surveys show that many contractors understand the upselling opportunity presented by the new regulation, they also show that most contractors are very concerned that the increased selling price of the new units may deter many homeowners from upgrading. "It is important that contractors understand that the $300 tax credit alone is not going to sell units," said Karl Zellmer, vice president of air conditioning sales for Emerson's Copeland Corp. "However, when combined with a selling strategy focused on upselling benefits like comfort, humidity control, energy efficiency, and reliability, contractors may be able to educate homeowners and help influence their purchasing decisions.
"With the minimum efficiency at 13 SEER, contractors need to understand that higher SEER by itself will no longer be a differentiating benefit they can use to upsell their customers," said Zellmer. "13 SEER is now driving the need for a total change in mindset across the industry. Contractors who take a strategic look at their business and assess other ways to differentiate and upsell in a 13 SEER marketplace will continue to be successful."
For more information on the Energy Policy Act of 2005, visit www.emersonclimatecontractor.com.
Publication date: 03/20/2006