AIR CONDITIONING
How to increase orders for air con during the winter months
Demand is always high for air conditioning in the summer, but many air con resellers will experience a dip in sales during the winter months. The myth that air conditioning is only for cooling still prevails and many businesses are sticking with outdated heating methods. It can be challenging to encourage business owners to invest money in what is considered a ‘luxury’ at the end of the financial year. Guy Lewcock, national account manager for Shire Leasing, examines how resellers can work with their customers to recognise the benefits air conditioning brings and how in turn, you can maximise HVAC sales opportunities all year round.
S
everal growing trends are impacting businesses, industry and the way in which business owners need to accommodate the health and wellbeing of its staff and customers. Better air quality, legislation to drive down energy usage, Government incentives for businesses to reduce carbon footprints, new technology for ease of use and retrofitting to upgrade old equipment with new technology are just some of the reasons why businesses may require the expertise of an air con expert at any given time of year.
What’s behind the dip in sales during the winter months?
There are two main hurdles for resellers to overcome in the winter months: prevalence of myths and lack of money.
We already know that it’s a myth that air conditioning is only for cooling; it can keep buildings at a comfortable temperature all-year round and spread heat through a building in a controlled, efficient and inexpensive way. Unfortunately, while some end users understand these benefits, many are still stuck in the ‘traditional’ mindset. Plenty still fire up old boilers every winter, even though much of a combined gas and electric bill for businesses of all sizes is largely contributed from outdated central heating systems.
Additionally, many businesses will have a limited remaining budget at the end of the financial quarter and may consider such an
54 January 2020
investment an irrelevant expense in the winter months, when their mindset is that air con is a summer luxury.
This is where air con experts need to step in and advise their customers on the long-term benefits and savings of modernising their heating systems, and that it needn’t cost the earth. How can we overcome budget objections? One of the sticking points to selling HVAC systems is usually the upfront cost. Business owners may be reluctant to pay the entire cost at once, but by offering an affordable, flexible finance plan, you can increase sales in winter months while budgets are tighter. There are countless business incentives for leasing, including offsetting the tax, and coupled with the investment incentives the Government has put in place for companies to reduce their carbon footprint, the sale becomes more appetising to the end user.
It’s also worth imparting the benefits and
potential savings of planning ahead for businesses who want a summer installation. Increased business in winter increases financial certainty for HVAC resellers, and the customer could also reap the benefits of not having to raise large capital amounts.
In turn, this offers up selling opportunities for resellers to increase the equipment values, as businesses may have more buying flexibility when their costs are spread.
We have worked with suppliers and resellers
of air conditioning for many years, and flexible finance packages have been commonplace throughout.
In addition to the tax benefits associated with leasing, spreading the cost of a unit makes it more manageable for businesses working to a budget and allows businesses to save costs on fuel immediately and to start recuperating their investment.
Air conditioning and ventilation suppliers providing a finance plan option to their customers can help them achieve the most efficient system for their business, and get them what they need rather than just what they can afford right now. We are not here to tell resellers of air conditioning, heating and ventilation systems how to do their job, or what the benefits of air conditioning are, as they know far better than we do how this all works. But we have worked in this arena for many years and have seen first hand how offering flexible finance can help boost sales at a time when the end user may have their priorities, or budgets, set elsewhere. It helps to overcome objections and business customers don’t have to worry about major up- front outlay, as no payments are taken until the system is in place. By educating businesses that they don’t need to wait until the hot weather arrives to invest, and prevent being stuck at the end of a long queue, HVAC resellers can both help their customers’ budget, and help themselves to greater opportunities.
www.acr-news.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64
