Marketing Indoor Comfort: Step Into A World Of Max-Comfort Selling
As 13 SEER becomes the entry-level standard, residential HVAC buyers are being polarized into two groups: those buying equipment and those investing in comfort. Equipment buyers either can't afford better comfort, or choose to spend their money elsewhere. Those who invest in comfort are willing to pay more to get the level of comfort they want.
The most important challenge facing HVAC contractors is deciding which group to serve. Sell equipment or comfort?