How to Sell Private Label Equipment

An HVAC Contractor in Connecticut asked:

“I want to know how to sell private label equipment, and give my customers information so that they can do their own research on it.”

EGIA faculty member Gary Elekes started by saying that private label is his strategy of choice, having done it himself for almost 15 years.

“One of the things we’ve learned is that your competitors are probably gonna come in behind you, and even in front of you at some point and say, ‘well it’s not manufactured by that company, it’s still manufactured by XYZ air conditioning,'” said Elekes.

In response to this in Elekes’ own companies, he goes out of his way not to hide the fact that his private label systems are not manufactured in-house.

Instead, he frames his private label systems as a carefully curated selection that they have chosen after reviewing a number of features and value propositions.

In addition, Elekes suggests extending warranties, creating new guarantees and adding new features or accessories to differentiate a private label system.

“At the end of the day, we are going to expose to the homeowner that it is manuafactured for us,” he said.

Our faculty members have also answered questions on other topics related to system sales, including c and Offering Discounts on Replacement Sales.

Hear more from our “Ask The Experts” faculty members on “Cracking The Code,” our weekly web series.

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