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    Proactive Service: the Key to Distributor Success in 2022

    Feb. 16, 2022
    Disruptions of the past two years will continue, and customer expectations will be more intense. HVACR distributors must adapt to these conditions.

    HVACR professionals expecting the industry to “return to normal” may have a long wait ahead of them. The extraordinary circumstances that have disrupted the entire profession over the last two years are likely to continue into 2022 and beyond. In fact, disruption and adaptation are the new normal that the industry must navigate in order to meet rapidly evolving consumer expectations.

    Effectively meeting market demand in 2022 and beyond will require distributors to remain flexible and equip their teams to respond to a shifting business climate. Being prepared for new situations and rapid transformation will prove to be a critical skill for companies throughout the industry.

    The key to success in these conditions will be a proactive approach that prioritizes communication, relationships and training, and supports a culture based on delivering excellent customer service.

    Communication

    Overall, distributors should focus on proactively anticipating their customers’ needs. Helping them stay informed empowers them to deliver the best possible service to their clients. That could involve any of the following:

    • Proactively providing order status updates.
    • Proactively communicate about stock.
    • Stay in touch. Provide regular updates about the status of a job and follow up when you said you would, even if there’s no major change.
    • Assist clients with changing sales strategies based on product availability. Market and sell what you have.

    Relationships

    A distributor’s success is inextricably tied to the success of the contractors it serves. This relationship is even more important now. Distributors should be proactive, look ahead and embrace change. Contractors are looking for proactive distributors who act as partners, not simply vendors.

    • Field sales representatives should plan ahead with their customers to ensure product availability and delivery. Actively work with customers on quarterly projections and expected leads.
    • In addition to having access to inventory, counter sales teams should be able to guide customers to alternative solutions and provide special instructions about equipment, if needed. 

    Training

    Equip your team to help the contractors they serve deliver extraordinary service. Their success drives your achievement.

    • Implement ongoing regular training sessions that support a culture of communication and service. Be sure your team is up to date on all product options you have in stock in addition to training them on customer service.
    • Work with your team to identify and address persistent pain points for you and your customers.
    • Provide resources for your team so they can take advantage of professional development and ongoing education opportunities in your area.
    • Foster a culture that encourages open dialogue. Make sure team members feel safe to ask for help or guidance.

    Successful distributors are more than just suppliers of products. Their expertise is crucial to the success of the contractors they serve. That’s even more true in 2022.

    Successful distributors are more than just suppliers of products. Their expertise is crucial to the success of the contractors they serve. 

    The uncertainty of the current economic forecast (inflation, price hikes, supply chain disruptions, labor shortages) demonstrates that our industry won’t return to the old normal, at least not any time soon. The current extreme conditions may not last, but the lessons of this period will feed the evolution of the HVACR industry. The critical adjustments and enhancements that distributors can make now will stay effective going forward and help them remain trusted partners for their contractors. The capacity to proactively listen, learn, engage, and adapt will be a major difference-maker as the industry continues to accelerate.

    Scott Tinder is a trainer and instructional designer at Business Development Resources (BDR), with over 30 years of experience in the HVAC industry at the dealer, distributor, and manufacturer level. Scott has a passion for helping companies and individuals he works with implement and achieve a higher level of success in their business.

    BDR is a premier provider of business training and coaching for home service contractors.