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Resource Guide to Indoor Air Quality

o aid contractors seeking to enter the IAQ market, manufacturers offer a full array of tools to assist in the marketing and selling of products and systems to the homeowner during replacement sales, service calls, and scheduled maintenance visits. This guide provides a sampling of the kinds of resource materials and assistance that are available to contractors. Aprilaire www.aprilairepartners.com Aprilaire’s contractor site is continually updated with new materials providing contractors with literature, in-home selling tools, and access to training. It includes a membership dashboard where members can interact with advertising materials, download training sessions, and check out current promotions. Membership is free, and it only takes a few minutes to register. The website is also a comprehensive reference point providing technical and sales information for all current and past Aprilaire products and programs. Arzel Zoning Technology Inc. http://bit.ly/zvFHfs Arzel Zoning Technology Inc. has compiled a 34-page booklet for contractors and consumers titled Putting Home Comfort in Your Hands: A Guide to Your Heating and Cooling Systems. The booklet covers the benefits of zoning, plus a wide range of topics related to IAQ, including comfort and energy savings. It also includes information on the most common combustion pollutants. Dynamic Air Quality Solutions http://bit.ly/yUuxj5 Dynamic Air Quality Solutions provides a consumer’s handbook as an in-home marketing tool that helps technicians and comfort advisors to clearly communicate the importance of IAQ to homeowners and explain in layman’s terms the different options that are available depending on need and cost. The company also offers three IAQ training seminars covering basic, intermediate, and advanced IAQ information. The courses are NATE-certified and allow technicians to...

How to Expand Sales and Profits with IAQ

In a tight economy, contractors have to move beyond just selling the basic furnace or air conditioner to customers. One way to expand sales and improve profits is by focusing on IAQ products. The list of available IAQ products continues to grow, and they are becoming more sophisticated. But according to Tim Barton, vice president of sales and marketing, General Filters Inc., “Most consumers don’t know that there are whole-house solutions from their HVAC contractor, therefore they resort to buying a portable air purifier from a big-box retailer.” Smart contractors can prevent their customers from going elsewhere for IAQ solutions by talking about comfort and health in the home during replacement sales and service calls. “We’re seeing that homeowners are extremely receptive to hearing about comfort and health in the home,” said Joyce Warrington, HVAC brand marketing director for Trane and American Standard Heating and Air Conditioning. “Consumers want and expect a comfortable and energy-efficient home.” Lane Jeffryes, CEO and president of Rotobrush International, agreed, stating, “Our third-party research shows homeowners are very receptive to hearing more about how they can improve the health of their home, especially females, as they make 60 percent of the major home purchase decisions.” Great Growth Potential According to many in the industry, there is vast potential for the future of the IAQ market. Stan Zywicki, IAQ, zoning, and water leader at Honeywell, cited a study by BBC Research that projects the total IAQ market will reach 10 billion by 2013 with professionally installed products only accounting for 10 percent of that total. Contractors need to tap into this market and carve out...

Contractor Training Through Distributors

For HVAC contractors, one of the most reliable conduits to learn about industry products and trends is through the distributor network. Contractors often depend entirely on distributors to provide training for their employees — training that otherwise might not be readily available. Manufacturers know this and place a big emphasis on using the distributor network to bring their products and services to the training rooms for installers, technicians, and management personnel. It is important to research and educate contractors on customers’ changing needs and develop additional special services to fit with what they feel interests the majority of customers. Repeatedly going beyond clients’ expectations can keep contractors one step ahead of the competition. This is especially true in the air duct cleaning (ADC) industry, as business owners struggle to compete in a business climate highly susceptible to economic changes. Rotobrush International LLC, a leader in the ADC industry, offers an opportunity for distributors to develop industry leadership skills to better serve their clients and stay ahead of their competition. Participants who attend Rotobrush’s Distributor Training course leave with a full understanding of one of the ADC industry’s hottest trends: whole-house contracting. WHOLE-HOUSE IS HOT The phrase “whole house” has quickly moved to the top of conversations when it comes to the HVAC industry. Contractors are finding that it is not enough to simply install a new system or replace an existing one. The trend for successful contracting is to evaluate the entire building envelope in order to determine what system and components will maximize comfort and efficiency. That’s the nerve Rotobrush wants to strike with its training. “Contractors who...

Education Feeds the IAQ Market

A number of trends are continuing to affect all segments of the IAQ market. These include product evolution, health concerns, system knowledge, and of course, the economy. “The Air Duct Cleaning (ADC) industry is highly susceptible to economic changes, as many homeowners consider residential duct cleaning a luxury rather than a necessity,” said Lane Jeffryes, CEO of Rotobrush International. “Unfortunately, this type of service often receives a lower priority status in harder economic times, despite the EPA ranking indoor air pollution as one of the top-five health risks in the nation. “Success in the ADC industry depends on the ability to recognize potential purchase drivers for clients,” he said, “and then investing in marketing programs that align with potential client mindsets.” According to Jeffreys, independent firm ABA Consulting conducted surveys with several hundred homeowners across the United States, and uncovered the top-five reasons for having their air ducts cleaned: A situation called for it (i.e., there was a smell, dirt, or a neighbor getting ADC). They consider themselves a “clean freak.” They felt that dirty equals unhealthy (i.e., “Dirt aggravates my allergies or asthma.”). They are price driven (they want assurance that they are getting the best value for their investment). They felt it was time to get it done. “Our customers tell us that they want to offer more value to their customers and be more competitive in the market,” he said. “We do this by training contractors to maximize HVAC products by diagnosing houses and offering both indoor air quality and energy efficiency solutions to homeowners.” Rotobrush offers business owners tips and techniques during their training sessions....