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HARDI Foundation Helps Solve Industry Sales and Marketing Challenges

The HARDI Foundation is pleased to announce its participation in the Texas A&M School of Industrial Distribution’s Consortium on Sales and Marketing Optimization. This is the third in a series of the ongoing consortia being conducted under the guidance of Texas A&M’s Dr. Barry Lawrence, director, Supply Chain Systems Laboratory and the School of Industrial Distribution.

This opportunity involves three of HARDI member distributor companies as the case studies who will interact with the researchers at Texas A&M in producing this quantitative and qualitative study. The process is an intensive one which will look to answer questions such as: What should marketing look like in a distributor’s operation? Who should be responsible for marketing? What should the message be and how best to deliver it?

A company’s sales force is one of its most significant assets. The value created by the sales force is key to the success of the firm. While most firms put a great deal of emphasis on total output from the sales force, most do not understand how to direct the sales force on a path optimal to the firm’s profitability according to Dr. Lawrence.

HARDI’s contribution to this project will result in an educational training seminar conducted by the university which will be available in the summer of 2010.

“While sales have always been the underpinning to much of a firm’s success – sales tactics have changed dramatically over time due to the multiple demands of increased time to market, a more diverse supply chain and increased demand for higher technology products in the HVAC industry,” says Don Frendberg, executive vice president and C.O.O. for HARDI. “We look forward to aiding our members in achieving new insights and best practices as they move into the next decade. This program is meant to solve industry challenges and we certainly believe it will assist our membership.”

The HARDI Foundation exists to launch and support educational and research programs in the field of distribution and other related disciplines within the HVACR industry. Traditional examples of these activities involve scholarships, grants and market research.

The foundation has among its priorities: to increase productivity and marketing skills among distribution managers and employees; to explore effective methods of delivering continuing education; and importantly, to stimulate careers in HVACR distribution. An independent Board of Trustees that serves without compensation manages the HARDI Foundation.

The Heating, Air-Conditioning and Refrigeration Distributors International (HARDI) represents over 460 wholesale companies, including 17 international companies, plus over 300 manufacturing associates and nearly 140 manufacturer representatives. It is estimated that HARDI members represent 80 percent of the dollar value of the HVACR products sold through distribution.

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