Joe Bertolucci of Affordable Heating & Air, Sacramento, Calif., noted, "If I'm going to sell a new air conditioning system, they're getting a new indoor coil and a furnace. When you give them too many choices, you kind of lose them in the tall grass."
Bertolucci said that up until January 2006, his two-man shop was selling "as much 10 SEER product as we possibly could." Once higher efficiencies became mandatory, customer education matched the need.