ACHRNEWS

How To Successfully Sell Comfort To Today's Consumers

September 15, 2005
Do you know how to effectively sell comfort to your customers? Good dealers are able to identify consumers' comfort requirements. This means going beyond selling increased efficiency levels. Dealers need to ask the right questions and address indoor comfort problems, like noise, uneven temperatures, and allergens, with a system solution and long-term customer support.

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 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.
Today's consumers are becoming savvier about heating and cooling. Many homeowners are requesting improvements to their home comfort systems like more even room temperature, improved efficiency, better air purification, and reduced noise. Given this trend, if dealers want to successfully sell indoor comfort, they must address customers' concerns by asking about their indoor comfort needs.

The following sample questions will help dealers effectively address their customers' indoor comfort needs:

  • Does anyone in your home suffer from allergies?

  • Do you have any pets?

  • Are there rooms that are consistently too hot or too cold?

  • Does the room air get too warm or too cold before your system comes on?

  • What are your utility bills like in the summer and winter?

  • Are there hot or cold spots in your home?

  • Is humidity, or lack of it, a problem in your home?

    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.