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GOING GREEN Is ‘green’ sustainable? (Editor’s Note: Cliff D’Angelo is a
highly respected 20-year plumbing industry veteran, with expertise in green and sustainable design. He has graciously agreed to join THE WHOLESALER team, and we are proud to begin bringing you his columns on a regular basis.)
the “Green Revolution,” by first fo- cusing on the issues and the impact that “being green” has on the plumb- ing, heating, cooling and PVF indus- tries. This is an exciting time of rapid change as our industry embraces the plethora of new green products and regulations that continue to bombard us on a daily basis. My goal is to bring you insights into the major is- sues that affect our green industry and to open communications as we enter into that revolution.
Y
ou say you want a revolu- tion, and right now is the perfect time to jumpstart
I recently attended the 2011 Inter-
national Builders Show in Orlando, where the influence of the Green Revolution was undeniable. Who would have predicted a few years ago that one entire day of the show would be dedicated to a “green” theme, with numerous lectures and breakout ses- sions? This year there wasn’t a ven- dor in attendance that didn’t understand the importance of pos- sessing the knowledge of how green
vendors were scrambling to bring products to market and trying to de- velop a knowledge base as to the ap- plication of these new products. Vendors were unquestionably pre- pared this year with innumerable specifications for LEED certification and even provided trained staff to an- swer any questions. Instead of dis- plays featuring one or two products to help emerging green builders, there were entire booths dedicated to green
Green has finally become mainstream and is woven into
the fabric of our business. But where is green going, what are the major issues facing our business and which vehicle will help drive its permanent place into our industry?
products could help a builder achieve a more eco-friendly building. Just how engrained the green movement has become in our indus- try was staggering. A few years ago,
and highlighting a vast array of prod- ucts. A number of companies had hired sustainability managers that fully understand the green impact upon business.
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BY CLIFF D’ANGELO Special to TheWholeSaler
Green has finally become main-
stream and is woven into the fabric of our business. But where is green going, what are the major issues fac- ing our business and which vehicle will help drive its permanent place into our industry? Legislation is driv- ing increased pressure for higher ef- ficiency and reduction of lead and volatile compounds. As the economy continues to improve, both corpora- tions and homeowners will be look- ing for products that will reduce the operating costs of their buildings. The payback periods of technologies that increase efficiencies will continue to be shortened and more acceptable payback periods will lengthen. These more acceptable payback periods will result in an increase of corporate spending.
How does distribution affect the spread of green?
Traditional distribution has been
leery of new technologies coming to the market. The decrease in sales has forced the reduction of inventory and specialized personnel; thereby over- burdening distributor sales teams and rendering them unable to fight the learning curve to consult with cus- tomers on green technologies. This has caused many first-rate energy saving technologies to seek nontradi- tional distribution such as customer direct, web direct and stocking repre- sentatives. Effectual distribution has always understood that a consultative sales approach, combined with supe- rior customer service, is the key to profitability and customer retention. This is not the time to sit back and
wait for things to happen. It’s the time to educate your management team and develop a long-term strategy for your company’s growth with a “green strategy.” It’s time to interview your vendor partners about their green strategies. It’s time to interview your customers and find out how you can help them develop new markets. It’s time for you to research new tech- nologies that are an appropriate fit for your business model. It’s time to ed- ucate all of your employees on the (Turn to DeAngelo... page 90.)
•THE WHOLESALER® — MARCH 2011
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