"When you sell comfort, you are selling something customers want and need, not just quoting them a price like so many of your competitors," explained Philip Favret, vice president of The Favret Company, Columbus, Ohio. "This is a way to sell up to higher-efficiency equipment, which is better for the customer, the dealer, the distributor, and the manufacturer."
The Favret Company certainly has credibility. It earned $6.6 million last year and has been in business since 1924. This is a third-generation family business, with the fourth generation just starting to work full time.