Myths & Misperceptions: How Markets Are Really Made in HVACR: Second Edition

It starts with the customer. Demand creation comes down to one question: Who is spending the money, and why? With that foundation, Indian River Consulting Group originally explored how customers in the HVACR industry choose their brands and suppliers — and what drives them to switch. Now, in this fully updated second edition, the research goes further. In a market reshaped by digital transformation, customer expectations and buying behaviors have evolved dramatically. This edition, published a decade later, incorporates new data and insights to reflect these changing dynamics and what they mean for the HVACR channel today. Read this book to understand: • The keys to growing and defending share in a changing landscape • Critical Selling Events: what they are and how to leverage them effectively • How distributors should align sales and marketing resources for maximum impact in a low-touch customer environment • How manufacturers can determine optimal coverage in each market This book will challenge your assumptions and make you rethink how to align your resources with the most valuable opportunities for growth — now and in the future.