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Feature selling is what it's all about for too many HVAC salespeople. It takes a while to truly understand that the customer only cares about those aspects of the product that produce benefits for them. A red car is only a red car unless it's someone's favorite color. Then, it's a benefit.

More letters in response to Mark Skaer's Aug. 14 editorial about a contractor losing employees to a manufacturer.

I was reading an article in Business 2.0, which involved "seeding" a market for hit products. As I looked outside a number of birds were flying around our bird feeder, fighting for the seeds inside. Hmmmm - seeding and seeds - some sort of a sign?

More letters in response to Mark Skaer's editorial about a contractor losing employees to a manufacturer.

Don't judge what people need based on their income. You have to look at the people themselves. Tell them what is available. They might decide they're worth the best.

Some letters in response to Mark Skaer's editorial about a contractor losing employees to a manufacturer.

Honest mistakes are always forgivable. But there is a big difference between an honest mistake and a bad mistake. The bad mistake is the honest mistake that a company tries to hide from.

The 13 SEER a/c unit installed at my house uses HCFC-22 as refrigerant rather than HFC-410A, and therein lies a story that is indicative of what's been happening in the HVAC industry.

Attention contractors! If you haven't noticed, the downturn in new residential construction is finally occurring. My optimistic nature is to look at this turndown as an opportunity rather than a bad thing.

Motivation, to be a female in this industry, luring away employees, load calculations, and holidays.