1. Commercial Resources

2. Selling Commercial
“The most important single central fact about a free market system is that no exchange takes place unless both parties benefit”
– Milton Friedman

3. Commercial – Distributor Best Practices

4. Commercial – Distributor Best Practices
Commercial Plan
Know your market
Know your share of market
Set a commercial sales goal
Dollars or units
Average unit = $3100 sell price
Training schedule
New account target list
Commercial Stock
Immediate need for replacement market
Demonstrates market presence
Commercial Business Plan Template.xlsx
Commercial Marketing Plan Template.xlsx
“When opportunity comes, it’s too late to prepare” – John Wooden

5. Commercial – Distributor Best Practices
3. Commercial Champion
Single point contact
Streamlined sales process
Enhanced customer service
4. Commercial Training
TopTech Training
“Lunch and Learns”
“Commercial Road Show”
5. Plan Room Subscription
Commercial network – A/E, GC, MC,
Sales tool

6. Companies w/ service / replacement focus
Who to Target
Existing customers
Companies w/ service / replacement focus
Light commercial
Refrigeration
*Service department of large mechanical
Service Manager
Dispatcher / scheduler
“Things may come to those who wait, but only the things left by those who hustle” – Abraham Lincoln

7. Competitor’s dealer locator *SCIS list Plan room networking
Finding New Customers
Competitor’s dealer locator
*SCIS list
Plan room networking
*A/E
General Contractors
ACCA
ASHRAE
Crane yard

8. Plan & Spec Plan Room Subscription Who is making the decision
Inclusive list of projects
Excess to project status and updates
Tracking tool
Not reliant on the contractor channel
Demonstrates a commercial market presence

9. BidClerk

10. Where?

11. Who is deciding?

12. Sales Call Initial call Follow-up calls Be brief (5-10 minutes)
Line card
Product brochure
No pricing
Do not offer to quote
Begin customer analysis
Follow-up calls
Introduce additional products or services
Initiate discussion from bid list (plan room)
Schedule demo trailer visit
“If I had asked my customers what they wanted, they’d have
said a faster horse” – Henry Ford

13. Updated commercial literature Line card Product breadth
Sales Toolbox
Updated commercial literature
Line card
Product breadth
Selection software – DSP
Commercial financing
Commercial best practices
Inventory
Customer service / support
Training

14. ROI

15. PNNL

16. PNNL

17. Commercial Financing 10 Ton replacement = $10,000
$10,000 X = $ / month
Energy savings = $ / month
Net cost = $30.25 / month

18. Our partner - Great America
Est.1992 in Cedar Rapids
Largest private independent equipment finance company in the U.S.
Over $1.3 billion
Creative and flexible
Easy to work with
Competitive rates
For the first time, Ruud has partnered with a company to provide commercial financing.
Our commercial finance partner is GreatAmerica Financial Services of Cedar Rapids, Iowa.
They are the largest private, independent equipment finance company in the United States, with a current portfolio in excess of $1.3 billion.
We chose them because of their financial strength, their stability, and their reputation for integrity based customer lending.
They maintain consistent credit philosophies, regardless of economic conditions.
Not only do they have a “Customers for Life®” philosophy – but the term “Customers for Life®” is actually a GreatAmerica registered trademark.
Virtually all of their growth has been organic – coming from repeat business from satisfied clients and customers.
Last year, more than 2,900 national, regional, and local equipment manufacturers, distributors, and dealer/contractors used GreatAmerica for financing.

19. The Program Applies to all commercial equipment sold to
Businesses (large, small, LLCs)
Schools, churches, state and local government agencies
Property management firms, Apartment complexes
Does not need to be owner occupied
Large corporations and small Mom & Pop shops
Any commercial entity
No consumer residential financing. However, residential product used in light commercial applications is OK. The key is – is a commercial entity signing the finance agreement?
Non owner-occupied transactions may require a landlord waiver since we are attaching equipment to the landlord’s building.

20. Parameters $5,000 and up Bundle all costs into one payment
Equipment, ductwork, installation, labor, extended warranties, other “soft” costs
Terms months
No cost or recourse to contractor
Contractors in good standing qualify to use the program
$5,000 and up. Largest application to date was $1.2 million.
GreatAmerica encourages contractors to bundle the complete cost of a project into one convenient, affordable monthly payment for the customer
No cost and no recourse to the contractor (or the distributor) to use the standard programs
Any contractor in good standing with their distributor qualifies to use the program. They do not have to apply and be approved to use the program. They do have to register to use the program, which consists of going to a website and answering 12 questions.

21. Get Started Go to: www.greatamerica.com/specialty-markets/ru1a.aspx
Register and Download
Gary W. Porter – Columbus, Ohio
(507)

22. Technical Training
ClearControl
Reheat / VFD
H2AC