CC - Selling IAQ to Home Owners
When it comes to IAQ products, how can contractors effectively convey to home owners the importance of IAQ products their impact on clean indoor air quality? Clearly, IAQ products such as humidifiers, UV air purifiers, dehumidifiers and air cleaners aren’t necessities like an HVAC unit itself. Consumers can purchase smaller, portable units at retail stores easily. Contractors who wish to successfully sell such equipment will be more successful if they explore their sales approach to consumers.
Most successful contractors recommend avoiding a hard-selling approach. Homeowners aren’t looking to be sold. They’re looking for consultation, education and expertise. If your approach is more consultative (rather than as a salesperson) you’ll be more successful.
WHAT DOES THIS MEAN?
In order to be perceived as a consultant, a contractor must first be fully educated and trained in IAQ. This includes communicating the technical aspects of a given IAQ product, health problems associated with poor indoor air quality, identifying those problems in the home, and discussing possible solutions to these problems with the homeowner.
Trained contractors should be prepared to initiate conversations with homeowners about the importance of IAQ products. “Have you tested the humidification (or air quality overall) level in your home?” “How are you feeling?” “Does anyone in your home have allergies or asthma?” “Here’s what happens in your home with too much, and too little humidity.” “This is how whole house units can be an advantage over portable, single room units.” "This is what a TERSus system can do for you."
Having these conversations with homeowners helps establish the contractor as a qualified IAQ expert; which then translates to sales, repeat business, and referrals.
Additionally, consumers today are now able to go online and research products themselves. The better prepared you are to have conversations about their research, provide guidance and further their knowledge, the more confident they will be in what you recommend.
It may take more time, but contractors that are successful at selling IAQ products agree the extra time is worth it to their income and personal satisfaction.
- Differentiate from competition. Position yourself as the right contractor for the job. Create a competitive edge with the right, unique, high-quality products that work for the individual home owner’s needs. Just as you appreciate those who support your success, support the home owner’s success (feeling good about purchasing this product) by doing the following:
- Leave them with maintenance tips and tools, their owner’s manuals, etc.
- Give them tips on what to expect; how differently the house will feel, or how much better they will feel; how the odors in the home will be greatly reduced, etc.
- Show them where their serial and model numbers are. Be sure to list the installation date (and model / serial numbers if they are difficult to access) and your phone number somewhere on or near the unit. If the home owner needs to call the manufacturer or you for service or repair, they’ll know how to access the information.
- Do your research. Learn about IAQ and GeneralAire® by reading "GeneralAire® - Why Choose Us? (In the Education Section within the "Contractors' Center". Inside you'll find that numerous associations and foundations support the fact that poor indoor air quality has adverse effects on health, including the EPA, CDC, AAFA, AHA, AAAAI, OSHA, US Consumer & Product Safety Commission.
- Remind home owners why they are investing in a whole house unit Vs. a portable:
- Portable units treat only one room at a time, yet the whole house is contaminated. As people in the home travel through the rest of the house, the treated room quickly becomes infected again when the home owner brings contaminants from other parts of the house into that room.
- Portables can be noisy.
- Portables can take up more space in a room and don't always fit one's decor.
- Portable units may require more maintenance than a whole house unit.
- Whole house units treat the whole home 24-7/365 days per year, quietly, out of site and require minimal maintenance.
- If you are a true solution provider you will be successful.
- Utilize the GeneralAire® humidification calculator to help you select the appropriate size humidifier for the home.