Editors Blog

I Think... We Need to Sell Relief

May 19, 2008
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The retail selling environment is a little scary in these days of escalating energy prices, “climate change,” record snow falls, and severe weather warnings across most of the country.

The industry is also touting air filtering and purifying systems that get rid of a bunch of bad stuff that we can’t even see.

Think about it … this is NEGATIVE stuff. How do you sell NEGATIVE? I don’t think you can be successful by just focusing on the bad.

What we are really selling in this industry is RELIEF.

Our high-efficiency systems relieve you of the high cost of energy. Our furnaces and air conditioners provide RELIEF from global warming or global cooling.

Many contractors are now selling wholehouse generators for RELIEF from the ravages of power outages.

And when it comes to IAQ, we are selling RELIEF from smog, pollen, dander, and ragweed.

Can you visualize this advertising headline in your market: How do you spell relief?

AAA Air Conditioning & Heating.
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RE: Selling "Relief"

Joe Castner
June 9, 2008
John, Good point. I do not believe that most HVAC contractors fully understand the power they have. They have the capability of providing "perfect" indoor air for their customers. Air that is perfectly heated or cooled, humidified, devoid of harmful particulates, gases, odors, viruses, bacteria and molds. Where else in life can one find the opportunity for this level of utter perfection. This perfect environment can be created right now in almost any home or office environment. Unfortunatley, we do not have the technology to do this outdoors, and we may have a very difficult time undoing reversung the damage that has already been done to our outdoor environment. But indoors, we have the tools to be the absolute masters of our domains. Contractors need to step-up to the challenge and opportunity that this reality provides to them, and their customers. Perfect air, like crystal clear water is something everyone wants, and as we know, people will oftentimes put off meeting their needs to satisfy their wants. Sell the positive. Appeal to your customer's wants. Sell "perfect" indoor air and reap the benefits. Joe Castner VP Sales and Marketing AspenAir "Better than Fresh Air". joe.castner@aspenairinside.com



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