Reader Mail: 01/13/2003

Imagine my surprise when I input my zip code in the Carrier online dealer locator and found my company listed, right under Sears (with their 800 number and Orlando-area fax number).

My company has been a loyal Carrier dealer for 50 years and Sears has been selling the product for less than a month. Thanks, Carrier, for your appreciation of my loyalty. (In fact, I haven’t found a zip code yet that Sears isn’t listed under as a Carrier dealer.) But I won’t worry — I know that Sears will help boost brand awareness, and that will be good for all of us.

Imagine my surprise when I saw that Sears’ dealer locator listing was linked to their website — which features competitive product (Kenmore). Other Carrier dealers and I know that we can’t have a link on the online Dealer Locator to our website if we have any competitive product featured — it’s against Carrier’s rules. But I won’t worry — I know that Sears will help boost brand awareness, and that will be good for all of us.

Imagine my surprise when I saw the Sears bullet-point in their ad, “Ask about Sears Price Match Plus.” Their salesman was nice enough to explain this to me when I called him. He said that I shouldn’t sign a contract with any other Carrier dealer until I talked to him. He would match any competitor’s proposal for the same model numbers (not another manufacturer’s equipment, but Carrier’s), plus give me 10% of the difference.

I guess Sears is positioning itself to be the price leader in our market, stealing business from me and other long-time, loyal Carrier dealers by offering the last-look, lowest price. But I won’t worry — I know that Sears will help boost brand awareness, and that will be good for all of us.

Imagine my surprise when the same Sears salesman told me that if he couldn’t beat the Carrier price, that he could sell me Kenmore. He even pointed out to me that Kenmore was made by Carrier. But I won’t worry — I know that Sears will help boost brand awareness, and that will be good for all of us.

Imagine my surprise that Sears is already selling Puron cooling products. Our local Carrier technical support department has been cut so much that they haven’t offered a full schedule of significant dealer training in several years.

Yet, they must have found someone to provide Puron training to the several hundred Sears subcontractor technicians in New Jersey. I can only imagine what long-term effect the poor workmanship generally associated with subcontractors will have on Carrier’s reputation. But I won’t worry — I know that Sears will help boost brand awareness, and that will be good for all of us.

I hope that Carrier won’t be surprised when their former loyal, long-time dealers begin stocking, advertising, and offering competitive product, too. But Carrier shouldn’t worry — Sears will help them boost their brand awareness, and that will be good for them.

Many of my employees and all of the members of my ACCA MIX Group have been telling me for years to stop promoting Carrier and promote my company. Maybe its time I heeded their advice.

Robert C. Ring , Executive Vice President, Meyer & Depew Co. Inc., Kenilwoth, N.J.

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Publication date: 01/13/2003