"We've put it this way: ‘Don't let a minimum efficiency standard be the maximum value you deliver to the customer,'" said Matt Petersen, vice president - sales and marketing, York Unitary Products Group (UPG).
"In other words, efficiency is important, but you cannot rely on efficiency to sell up and realize higher margins. We also need to sell comfort, including indoor air quality (IAQ), automated controls/zoning, acoustics, and even aesthetics - which can help the customer understand and appreciate the step up to higher efficiency.