Editors Blog


I Think... Commercial Marketers Overlook Contractor

February 18, 2008
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I’ve heard the argument hundreds of times from companies in the commercial HVAC and refrigeration market, “We are spending most of our marketing and advertising dollars to convince the engineer to ‘spec’ our products.”

Let’s walk that through the marketing spectrum. Create ads, send brochures, go to trade shows, have your sales reps attend ASHRAE meetings, make personal sales calls on engineers. How long do you think it will take before hundreds or even thousands of engineers abandon the specs they are in the habit of writing so that they can spec your alternative? And, once that happens how long does it take to have the specs hit the market as projects and finally when is an order placed? Hello! We are talking years here!

Why not also take your case directly to the commercial contractor? They are starting projects every day. They are looking for a competitive edge, whether it’s new technology, quick installation or energy savings for the building owner. Sure a lot of them follow the engineer’s spec, but have you ever heard the term “or equal” being used on a project. Marketers should also wake up and realize that the design-build trend has taken hold and there are a significant number of contractors that have engineers on staff.

Here is the best reason to take your case to the contractor. When is the last time an engineer “cut a check” for your product?
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selling to contractors

brad
March 10, 2008
sure, covering all the influencers involved has merit. But I have to say, as a sales engineer for a higher quality, super energy efficient product line, many mechanical contractors won't spend a dollar to save an owner $5. Robust construction, energy savings is not in their business plan.

selling to contractors

John C
March 11, 2008
HERE IS MY SPELL CHECKED VERSION OF THE LAST COMMENT: The contractors that don't invest in a business relationship with a building owner are forever destined to live and die by the lowest bid.

selling to contractors

John C
March 11, 2008
The contractor that don't invest in a business relationship with a building owner are forever destined to live an die by the lowest bid.

I Think Blog

Blog Reader
March 14, 2008
Sir, your blog is really old. I'd like to hear some of your more recent ideas about the industry.

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