HVAC & REFRIGERATION SHOW PREVIEW
The cost of short-termism
Buying cheap products can cost more in the long run, from taking longer and costing more to install, to breaking down more readily. Refusing to engage in this sort of short-term thinking, however, will prevent job hold-ups and ensure refrigerant engineers fi t a system in the quickest and most effi cient way. Manuel Battista, head of sales at Brymec explains.
I
t is a dilemma that every consumer has wrestled with since monetary transactions were fi rst made around 7,000 years ago: does a low price mean good value or bad quality?
It is, in fact, perfectly possible to simultaneously believe that low prices mean both good value and low quality. Holding two contradictory beliefs, ideas or values might result in cognitive dissonance, but it is by no means uncommon. Psychologists have coined a rather obvious name for how people develop an understanding about the world – ‘theory-theory’! In the context of buying behaviour, theory-theory essentially contends that consumers can’t know everything about a product so they fi ll in the gaps with their own notions to help them make decisions about whether a cheap product is a fabulous deal or a pile of junk.
Cost versus value for money can be applied to any commercial deal. In the HVACR sector, for example, it makes solid business sense to compare products on more than initial capital cost alone. Only bearing in mind initial costings might off er short-term advantages in terms of savings, but in the longer term it will almost inevitably cost more.
After all, there are other equally important considerations relating to the
specifi cation decision, including after sales service, warranty period, and product performance.
Buying a cheap product can cost more in the long run, perhaps because it takes longer to install, or uses more expensive components, or is less reliable and therefore breaks down more readily, or the company supplying it off ers poor after sales service and support.
So, it pays to examine products in a holistic way, taking into account every element of its whole-life cost as well as issues beyond cost. This means choosing quality stock which can be easily accessed, to prevent job hold-ups; has product training as an option, so installers can fi t a system in the quickest and most effi cient way possible; and saves on installation time, to enable installers to move onto the next job and maximise profi ts. Take, for example, press fi tting solutions for air conditioning and refrigerant pipework installation. The latest technology that we stock – the Conex Bänninger >B< MaxiPro press fi tting and its specialist installation tools from Rothenberger – saves a considerable amount of time and eff ort. By itself, however, an outstanding product is not enough, and it must also be supported with a long guarantee period – fi ve years in our >B< MaxiPro
26 December 2017
www.acr-news.com
Brymec Stand E16
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