The 4 keys to success that distributors should pass on to customers

Becca Kingery, Sr. Manager, Marketing Programs

Faced with today’s increasingly unpredictable market forces, the most successful HVAC?dealers never overlook the details that remain within their control. Make sure your dealers are aware of the four essential things they continue to have influence over:

1. Recognizing which equipment is trustworthy and which distributor has their back

A good dealer never puts their company’s reputation on the line. They want to source products they can trust, their distributor and the OEM will fully support that. They rely on you to offer products with the highest quality standards so they can expect fewer callbacks, along with best-in-class labor and replacement programs, and a comprehensive extended warranty. Be sure to reinforce your dealers’ confidence in selling and installing your products.

2. How essential product and sales training are to success

Working in HVAC requires more than YouTubing how-to videos, especially as higher efficiency standards continue to drive heating and cooling technology. Successful dealers take full advantage of the product sales training and technical training curriculums offered by their Distributor Service Reps (DSRs) and third-party sales training from territory managers. Knowledge is power — so help them get it!

3. The importance of advertising to local markets

The first brand any successful dealer must ‘sell’ is their own. Why? Because customers buy from people they trust. Word-of-mouth holds an incredible amount of sway in a service industry for products most people buy only once or twice in their lifetime. In fact, the refer-a-friend style of advertising keeps the lights on. Dealer growth — the type of growth that leads to multi-million-dollar business — comes from proactive advertising. So help them sell themselves so they can keep their phones ringing!

4. How to close more sales by helping homeowners fund the purchase

70% of homeowners need the option of financing in order to purchase HVAC equipment. It’s not uncommon for dealers to let their discomfort in learning about financing keep them from giving homeowners that choice! Most homeowners will not expect their dealer to be a financing expert; however, they do appreciate a dealer who suggests a financing program and puts them in touch with experts who can make it happen. So be sure to offer the financing your dealers need to close the sale!

We know that one of your biggest challenges as a distributor is retaining high-quality dealers. Invest in dealer development, and you’ll have a better chance of keeping them. Allied Air provides the support you need through our Dealer Program. Want to learn more? Contact your Allied Air rep or visit https://alliedair.com/