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Educating Customers on New Efficiency Standards

Challenges lie ahead for those in the heating and cooling industry, as technicians tackle informing customers of industry changes that could have an effect on their checkbooks.

Aire Serv technicians understand the nuances of the new efficiency standards for air conditioners. But technical savvy is only part of communicating the new federal requirement, particularly given the hefty price tag involved, says Steve Lauber, Aire Serv franchise owner in Gillette, New Jersey.

“It’s really become incumbent upon us to educate customers on why we have to do this,” he says.

Since January 23, 2006, all air conditioners manufactured must comply with new minimum efficiency standards, achieving a Seasonal Energy Efficiency Ratio (SEER) of 13 or higher. The new standard, set by the U.S. Department of Energy, is about 30 percent more efficient than the prior SEER standard of 10, projecting to save 4.2 quads of energy over the next 25 years. That’s roughly equivalent to the energy consumed by nearly 26 million American households in one year, according to the Energy Department.

But those energy benefits will also leave customers facing a roughly 30 percent higher bill for a new air conditioner, says Tim Funke, owner of Aire Serv of the Heartland, located in Poplar Bluff, Missouri. It’s key that customers really understand the long-term payoff, he says.

First, technicians should explain that a typical unit lasts 15-plus years. Thus, they can look forward to better efficiency for years as those monthly utility bills roll in.

“If you were buying a car for the next 15 or 20 years, you would be a little more cautious about the mileage that car gets,” Funke says. “When you give people good information, they will make good decisions.”

Funke and Lauber encourage their technicians to spend as much time as customers need to understand the new requirements. (The last SEER change was nearly a decade ago.) Typically, some customers require a myriad of detail, Lauber says. Others prefer the basic facts only.

Networking and regular training sessions provided by Aire Serv help the franchisees better handle a significant industry change like SEER, Funke says. He attended a regional Aire Serv training session in June to discuss and exchange sales strategies, with a focus on SEER.

“That’s one of the most valuable things about being in a franchise organization,” Funke says. “Getting together with other people in a non-threatening environment where you don’t mind sharing your secrets.”

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