Episode description

What if you could buy an air conditioner/furnace from someone who only made money on the service, not the actual unit.

As it stands, HVAC providers sell the furnace AND installation. And that puts you, the buyer, at odds with their interest. They want to sell you the most expensive unit.

What if, instead, they carried a wide range of options and didn't limit themselves to a few available options. In this case, they could actually advise you on what the right unit is for you. 

No up-sells, no pushy sales tactics, no "renting" a unit and baking in the service. 

Not only would it make them into a "category of one" in the market, you'd be more likely to trust them the entire time. 

If they gained a reputation, people would be more likely to refer them to everyone they knew. 

And as a buyer who had a great experience, you'd be more likely to call them when things broke down. You trust them.

While this might not be practical for this industry, it's entirely possible. 

Yours,

—k