Are you Selling Systems or Units?
Why it matters and how it’s affecting both your customers—and your bottom line.
By Jose De la Portilla
It might seem like an easy way to make a quick buck, but selling individual units could actually hurt your business in the long run. Selling units is without a doubt a quicker and easier process, since all the technician needs to do is change one piece of equipment. However, there’s a real danger in adopting this as a sales strategy; it could lead to system failure and, even worse, customer dissatisfaction.
An HVAC system is just that—a system. It is engineered for performance, and treating the system as a compilation of units is never going to be successful. HVAC systems need to be matched for total performance and comfort. For example, a 10-year-old evaporator may not match the flow rate or have the same volume the new unit is engineered to match, potentially causing a premature compressor failure (i.e. the most expensive repair a contractor can make).
As dealers, it’s our job to educate our customers about “ultimate comfort” by explaining to them how owning an HVAC system is ultimately about peak performance, optimum energy efficiency, proper rebates and superior air quality. Our business is all about comfort, and in this case that may mean helping customers get comfortable with the concept of a healthy system versus a quick fix.
Learn more about the Ultimate Comfort System™