Energy efficiency is a growing market, according to the International Energy Agency, which recently released a study reporting the global energy-efficiency market is worth a minimum of $310 billion a year. That’s a huge market for HVAC sales professionals to tap into, but what is the most advantageous way to capitalize on this opportunity?
There is no room for bias, prejudice, or judgment in the sales world, said Joe Kruger, vice president of sales and marketing, Isaac Heating & Air Conditioning, Rochester, New York. “They [salespeople] can’t sell through their perspective; they have to be able to have an open mind, explain all of the options, educate people on the options, and then narrow it down to what’s best for the people rather than deciding for them,” Kruger said. “The average contractor today goes in and decides on the way up the sidewalk what they’re going to sell. That’s where the disconnect lies — we sell the lowest-efficiency fix because we’re always trying to make a quick buck through the cheapest sale possible.”