< Previous20 NOVEMBER 2024HIGH-PERFORMANCE HVAC TODAY offer superior products at competitive prices. On a typical day, a TM may check in on the branches in their territory and communicate with dealers to see if they can do anything to help them. They can assist with getting contractors into factory-provided training on new equip- ment or industry changes. Territory managers can also help dealers navi- gate processes and procedures, including distrib- utor tech support, credit, and warranty returns. They keep their dealers up to date on pricing, promotions, and any rebates. Contractors can then advertise these programs in their marketing materials to attract customers. Those are some typical responsibili- ties, but we all have days where we feel like we’ve accom- plished something great at work— whether we’ve got- ten to the root of a difficult problem, installed and commissioned a system that will help customers reach their com- fort goals, or simply had zero callbacks. For TMs, one such day is when they can solve a problem for one of the contractors they work with — even if it means going out of their way. Af- ter all, success for the dealer is success for the TM. TERRITORY MANAGERS WANT SALES Now, let’s look at what motivates territory man- agers. TMs receive sales quotas from manufac- turers. Their primary goal is to move enough box- es to meet those quotas, which is why they want H VAC contractors don’t get their equip- ment straight from the factory; they go through a distributor or a manufactur- er representative. They’ll often com- municate with the territory manager (TM) for information about sales and programs. TMs do a lot more than just sell equipment; they also help contractors with whom they work. Everyone in the value chain benefits from solid contractor-TM relationships: contractors, TMs, and consumers. These relationships enable TMs to meet their goals more easily, and contractors can have a reliable liaison representing the fac- tory. Good TM rela- tionships often leave room to negotiate pricing. Contractors can start building that solid foundation once they under- stand what TMs want and what they do. Then, contrac- tors and TMs can help each other work toward their respective goals together as they find com- mon ground. SO, WHAT DO TERRITORY MANAGERS DO? Territory managers are the lifeline that connect contractors to manufacturers. It is within a TM’s responsibility to be up to date on a wide number of issues that contractors may take for granted — like legislation changes on refrigerants. Furthermore, TMs help contractors understand equipment changes, shortages, or even possible recalls. They even handle simple things like bulk savings on models, which allows contractors to Territory Managers Are Our Allies: Let’s Be Theirs! By Emily Gutowski DISTRIBUTIONNOVEMBER 2024 21HVACTODAY.COM volumes of unprocessed warranty re- turns, they create major challenges that can put a TM in jeopardy. Each TM will likely have standard operating procedures (SOPs) for or- dering parts, equipment, or filing war- ranty claims. These SOPs are in place to make operations run smoothly and reduce overhead costs. Quick and re- liable payments and warranty returns are great for the TMs. Keep in mind that warranty returns aren’t pleasant, and everyone wins if such claims are avoided by having a thorough installation, commissioning, and diagnostics process. However, they are a fact of life in the HVAC industry, and TMs know that. While a TM might raise an eyebrow at a contractor with a large volume of warranty claims compared to oth- er dealers in the area, they mostly care about timely processing. Ideally, the purchase and credit for the warranty product should all hap- pen in the same month. TMs may start to sweat when large purchases (and large volumes of warranty returns) are processed so late that the credit won’t hit until the next month. Delayed transactions can mess up their numbers and jeopardize their ability to meet their goals. Not to men- tion, they reduce the overall buying power the contractor now has, which reduces the amount of equipment they can purchase that month, inevitably hurting both parties. Distributors may want their dealers to use mobile apps or websites to com- plete transactions online and cut out some administrative overhead. TMs often help their dealers navigate those processes, and they appreciate con- tractors who put forth a sincere effort to provide payments and submit war- ranty claims promptly. RESPECT TIME AND EFFORT This tip is quite simple. Treat TMs the way you would like to be treated by your customers. One way to show respect for their time is to know when to ask a question and when you can get an answer elsewhere. to work with contractors who can reli- ably sell equipment. Contractors are also salespeople, but they get deeper into the details: think of dialing in overall system per- formance and indoor air quality to achieve an individual customer’s com- fort and efficiency goals. Both roles are vital to the same overall objective: de- livering comfort. Contractors can be good partners in that process by following TMs’ stan- dard operating procedures and being mindful of their timelines for payment and warranty returns. Oh, and equally as important – con- tractors should deliver high-quality results, especially during installation. TIMELY PAYMENT & WARRANTY PROCESSING Territory managers’ targets aren’t personal goals — they are time-bound objectives set forth by the manufac- turer, and TMs must achieve them to maintain good standing in their jobs. When contractors are late with pay- ments on purchases and have large 22 NOVEMBER 2024HIGH-PERFORMANCE HVAC TODAY DISTRIBUTION When the customer knows how their HVAC system works, they know what to expect of their system’s perfor- mance and how to use it properly so that it lasts a long time. Longevity and reliability look great for the HVAC unit’s brand and the contractor, which can secure more sales in the future and more business for the TM. A STRONG PARTNERSHIP IS KEY Everyone in the supply chain — manufacturers, distributors, and con- tractors are in the HVAC business to make money and deliver quality in- door climate control to the end user. As easy as it may be for HVAC field workers and business owners to direct frustration at manufacturers and dis- tributors over pricing (which may or may not be warranted), we’d be wise to remember that TMs and contrac- tors are on the same team. None of us are perfect, but contrac- tors and TMs can form strong, mutu- ally beneficial relationships by show- ing genuine respect for each other and pride in their work. What benefits contractors ultimate- ly benefits TMs. Building a strong partnership with your TM is not only a smart business decision but also sets you apart from your competition. It is a win-win relationship. thing in common, whether they real- ize it or not: they represent the equip- ment’s brand. Territory managers know this. They’re representatives of the brand(s) they carry. Contractors may advertise them- selves as dealers of a specific manufac- turer, but that’s usually secondary to their company branding. However, a contractor’s ability to carry out qual- ity installation and commissioning procedures will affect system perfor- mance and longevity, which influ- ence their customers’ opinions of the company whose logo is on the unit. During startup, contractors can be mindful of low-hanging fruit, like making sure variable-speed fans have their settings properly set based on the system tonnage. Again, thorough commissioning takes things a step further and pre- vents issues like premature blow- er motor failure due to solvable high static pressure. Premature part failures can make a customer question contractor or brand reliability, which could trans- late to lost business. That hurts the TM when it comes to meeting sales goals that increase year after year. It’s also up to the contractor to ed- ucate customers about their systems. z Have a question about the equip- ment while troubleshooting? Check the manual first. zHave a basic question about promo- tions offered by the manufacturer? Check the manufacturer’s website first. However, asking the TM will be your best bet if you have questions about product availability, pricing, or even new products that have yet to hit the shelves. Other items take time away from the TM’s ability to do their job. Contractors should recognize the value of working with a TM and treat that person as someone with their own schedule, responsibilities, and goals. Do that and TMs will be more will- ing to come through for you when you need it. There will be times when you quick- ly need a part, and the only way to get it in a timely manner might be for the TM to get in their car and drive it to you. They’ll likely do it if you have a good relationship, and everybody wins: the TM, the contractor, and the end user who needs the part for their HVAC system to work. HIGH-QUALITY INSTALLATIONS AND CUSTOMER EDUCATION Contractors and TMs have another Emily Gutowski is the technical writer and content editor for HVAC School (founded by Bryan Orr), in Clermont, FL. She credits the following people for contributing to this article: Bryan Orr, Mike Layton (director of operations for Shore Distributors in Maryland), as well as Jesse Claerbout and Roman Baugh of Kalos Servces. Emily can be reached at ncilink.com/ContactMe.NOVEMBER 2024 23HVACTODAY.COMour cell phones. Customers immediately notice this level of de- tail and expertise, often remarking that no oth- er contractor has ever tested their ducts or mea- sured airflow. THE POWER OF THE FLOW HOOD One of the most impactful tools in my arsenal is the airflow hood. Its presence alone sparks cu- riosity and opens up new conversations with cus- tomers. They have often told me that other con- tractors claimed their ductwork was fine without any testing. That’s when I pull out the flow hood and ask if those contractors have ever used one. Almost always, the answer is no. Using the flow hood allows me to demonstrate the importance of proper testing. I recall when our leads were dwindling, and I juggled roles as the general manager and the full- time salesperson. I started taking a flow hood on every job to maximize my effectiveness. Despite initial resistance from some customers, I persist- ed. I would explain the basics: a three-ton unit should operate at around 400 CFM per ton, so it should be at 1200 CFM. We would measure the returns together, and often, we would find signif- icant discrepancies. For example, if we measured 800 CFM instead of 1200, I would break it down for the custom- er: “That’s a 33% air loss. Your system is being choked.” This simple math made the issue tangible and understandable, helping customers realize the necessity of addressing their ductwork. EXPANDING SERVICES AND MAXIMIZING CALLS At Worley Home Services, we not only I n my earliest days in this industry, I never imagined the profound impact performance testing would have on my career and business. Over the years, I became a National Comfort Institute (NCI) member. The result of membership and attending train- ing was discovering that thorough testing and ac- curate measurements are not just technical pro- cedures but essential tools for building trust and closing more sales. THE BIRTH OF A NEW APPROACH However, my early success as an HVAC busi- ness owner changed dramatically with a divorce and then bankruptcy. This unfortunate turn of events led to a brief hiatus from the HVAC con- tracting industry. Upon my return, I was more determined than ever to differentiate my company through High-Performance HVAC™ practices. High-performance work really sets my com- pany apart. Imagine five contractors entering a home; we are the only ones equipped with instru- ments that provide real-time data. We use airflow hoods, static pressure tools, and other advanced equipment that broadcast information directly to 24 NOVEMBER 2024HIGH-PERFORMANCE HVAC TODAY Mastering HVAC Sales Through High-Performance Testing By Chuck Worley SALESthe other around $2 million in sales. I focus on marketing, branding, and lead generation, but I plan to train and certify our sales team in testing and measuring. This training and capabil- ity will further enhance our credibility and ability to close sales. Our service technicians already per- form static pressure tests, and their findings often lead to additional sales opportunities. We can and will create a more seam- less and convincing sales process by equipping our sales team with similar skills and tools. LEVERAGING ADVANCED TOOLS AND APPS Tools like the flow hood and static pressure instruments are invaluable, but we’re also exploring advanced apps like measureQuick ® and ComfortMaxx™. These apps can connect to various analyzers and ma- nometers, providing detailed reports that help customers better understand their system’s performance. I was an early adopter of Comfort- Maxx despite its initial complexity. Today, apps like measureQuick have streamlined these processes, making integrating performance testing into our routine easier. At industry conferences and trade- shows, like NCI’s High-Performance HVAC Summit, I know I will learn more about these tools and how they can benefit our business. THE IMPORTANCE OF CUSTOMER EDUCATION This next point is so important. Ed- ucating customers is a strategic prior- ity. During slower seasons, when cus- tomers are less rushed, we take the time to explain the science behind our tests and measurements. This approach resonates particular- ly well with many engineers living in our market. They appreciate the de- tailed explanations and data-driven insights. For others who might be more skep- tical, we emphasize the practical ben- efits. For example, if a customer has a humidity issue in their bathroom, we explain how a correctly sized bath fan can resolve it. By listening carefully to their con- cerns and presenting our findings in simple terms, we build trust and demonstrate the value of our services. offer HVAC services, but we also offer crawlspace encapsulation, dehumidi- fier installation, and attic renovations. These additional services provide more value to our customers and cre- ate cross-selling opportunities. When selling a duct system or an HVAC unit, I always look for other po- tential upgrades that could benefit the customer. This holistic approach has been instrumental in our growth. I believe in maximizing every sales call by being thorough in our inspec- tions, taking pictures of any issues, and educating customers about their options. For instance, during the swelter- ing summers in Virginia, crawl spac- es often show signs of sweating and condensation. Pointing these out and explaining their impact on the HVAC system helps customers see the bigger picture and the interconnectedness of home performance issues. TRAINING AND EMPOWERING SALESPEOPLE Our salespeople are not heavily in- volved in performance testing, but that is our goal. We have two full-time sales- people, one generating $3 million and NOVEMBER 2024 25HVACTODAY.COMSALES integrating them into our processes, using them to help educate our cus- tomers, and constantly striving for improvement, we have built a thriving business that stands out in the crowd- ed HVAC market. By sharing some of our practices, I hope to inspire other contractors to adopt high-performance strategies and achieve similar success. BUILDING A REPUTATION FOR EXCELLENCE In the HVAC industry, reputation is everything. We have set ourselves apart by committing to high-perfor- mance testing and measurements. Our approach has helped us close more sales and fostered long-term customer relationships. Every job we complete has my name on it, and I strive for excellence. Our “happy check” system ensures we fol- low up with every customer, promptly address issues, and maintain the high- est quality standards. This dedication to customer satisfaction has been a significant driver of our success. High-Performance HVAC testing and measuring are not just technical tasks; they are powerful sales tools. By CROSS-SELLING AND TEAM COLLABORATION Cross-selling is another corner- stone of our strategy. We work close- ly with other contractors, like plumb- ers and electricians, who can refer us when they see potential HVAC is- sues. In return, we provide leads for their services when we identify rel- evant problems. This collaborative approach maximizes our reach and effectiveness. At Worley Home Services, we also incentivize our technicians to generate leads. They receive a refer- ral bonus for any job that stems from their recommendations. Paying such bonuses boosts morale and creates a culture of proactive problem-solving within the team. Chuck Worley is the owner of Worley Home Services, Yorktown, VA. This full-service home services provider was established in 2016 and has grown from the original team of three to become 75 strong. He is an active marketer and radio show host focusing on creating raving customer fans. For more information, reach out to ncilink.com/ContactMe. 26 NOVEMBER 2024HIGH-PERFORMANCE HVAC TODAYInstitute (NCI) is the training. Tied direct- ly into that is what NCI calls it’s Member Rewards TIPP (Training Incentive Part- nership Program). So, what is this? NCI has 17 HVAC industry partners, broken down into three groups: z Manufacturers z Wholesale Distributors z Business Products and Services TIPP puts your rebate dollars to work by converting them into NCI Bucks to train your High-Performance HVAC™ team immediately. Here’s how it works – members in good standing are eligible to participate in TIPP. If you choose to do so, incentive dollars from our industry partners will be deposited into your training account in the form of NCI Bucks. You can use these funds to pay for any live NCI training class , online training , or conference . NCI Bucks can reduce or even eliminate your training costs as a member. That alone makes Bucks a key benefit of your membership. Why is this such a great benefit? Let’s face it: training is expensive in time and money. We’ve designed TIPP to help you earn money toward training through purchases of equipment, products, and services that you already buy from NCI industry partners. This offsets the costs of training, making it much more afford- able. So when you do have the time to train your team, the training bucks are ready for you to use. Furthermore, NCI Bucks are not tax- able, so you save money over traditional rebate programs. NCI Membership does have its advan- tages. So call the customer care line at 800-633-7058 to learn more about these enormous benefits and discover what it takes to become a member. Welcome NCI’s New Members National Comfort Institute would like to recognize the following HVAC con- tracting firms that recently joined the High-Performance HVAC™ industry: z AA Forced Air Pro’s HVACR, Millersville, MD z ASAP Plbg, Htg. & Air Conditioning, Corona, CA z Capital Heating, Cooling & Electric, Menomonee Falls, WI z Comfort Pro Inc., Reading, PA z Climatisation ACG Inc., Vaudreuil- Dorion, Quebec, Canada z Five Star Home Services, Canal Win- chester, OH z Jake Marshall Service Inc., Chattanoo- ga, TN z Jake’s Heating and Air, Knightstown, IN z Modern Comfort Mechanical, Enfield, CT z Mountain Air Mechanical Contractors, Arden, NC z NC Advanced Heating and Air, New Bern, NC z Quality Degree, Inc., Royersford, PA. If you are interested in membership, please call 800-633-7058 for more information. Navigate Your Path to High Performance With NCI’s 2024 High Performance Summit now in the books ( see recap ar- ticle on page 15), we are pleased to an- nounce the 2025 event. Summit 2025 will call Austin, TX home from September 9th to the 12th. The theme for next year is “ Navigate Your Path to High Performance.” Mark your calendars today and be pre- pared to navigate your way to the Kala- hari Resorts & Conventions — not only an ideal location for Summit, but also for family vacations and fun. It is home to one of the largest indoor water parks. By the way, water park entrance is in- cluded for all registered guests. Hotel reservations are open now (just say you are with the NCI group to get our special rate). Call 877-525-2427 to make your reservations today. For more information about Summit 2025, stay tuned here for upcoming an- nouncements and be sure to check the gotosummit.com website. If you have any questions, be sure to call the NCI Customer Care line at 800- 633-7058. The Member Rewards Partner Program One of the biggest advantages to be- coming a member of National Comfort NCI UPDATE HVAC SUMMIT 2025 HIGH-PERFORMANCE NOVEMBER 2024 27HVACTODAY.COMHVAC SMART MART 28 NOVEMBER 2024HIGH-PERFORMANCE HVAC TODAYAD INDEX Publisher Dominick Guarino Editor-in-Chief Mike Weil Art Director Judy Marquardt Online Development Director Brian Roseman Circulation Manager Andrea Begany-Garsed To Subscribe to High-Performance HVAC Today: ONLINE: Visit HVACToday.com/subscribe for a FREE digital subscription. PRINT: 1 year/$72; single copy $7. Canada: 1 year/$92; single copy $9. Payable in advance with U.S. funds. Prepaid subscriptions may be sent to: High-Performance HVAC Today, PO Box 2053, Morristown,TN 37816. Phone toll free: 800-633-7058; or visit HVACTo- day.com/subscribe to order online. Go to ncilink.com/ContactMe with your comments and questions. Advertiser Index Arzel Zoning Technology, Inc. | www.ArzelZoning.com ...................................................... 5 Baker Distributing Company | www.BakerDist.com ........................................................... 19 Daikin Comfort Technologies North America, Inc. | www.northamerica-daikin.com 19 Duct Saddles | www.DuctSaddles.com ..................................................................................... 14 Evergreen Telemetry | www.EvergreenTelemetry.com ........................................................ 2 Lazco Corporation | www.Lazcocorp.com ............................................................................. 29 R.E. Michel Company | www.REMichel.com .......................................................................... 26 Sauermann | www.sauermanngroup.com ............................................................................ 23 TEC (The Energy Conservatory) | www.energyconservatory.com ................................. 9 To Your Success | www.ToYourSuccess.com .......................................................................... 28 Tru Tech Tools | www.TruTechTools.com ............................................................................14, 28 NOVEMBER 2024 29HVACTODAY.COMNext >