Picture this: It’s Friday afternoon, and an HVAC contractor is wrapping up a tricky rooftop AC installation. Suddenly, they realize they need a specific pressure switch for the unit to function properly—a small but essential part. Do they wait on hold with your sales team? Not likely.
Instead, they whip out their phone and search online. Up pops your competitor’s website, complete with detailed product info, compatibility specs, and a handy “Add to Cart” button. Minutes later, they’ve placed the order, and the part will arrive on-site by Monday morning. Project saved, schedule intact.
Meanwhile, you’ve missed out on a valuable sale and potentially lost a customer to a competitor who gets the need for speed and convenience in the digital age.
Sound familiar? This scenario is becoming all too common in the HVAC industry. Younger generations of contractors are digital natives, used to quick online transactions and expecting the same efficiency from their suppliers.
In a recent webinar, industry experts Aaron Sheehan and Justin King broke down what this digital shift means for HVAC businesses. They didn’t just cover the “why” of going digital (though they definitely did!), but also shared practical tips and strategies for making the transition a success.
Let’s dive into their insights and see how you can gear up your HVAC distribution business for digital success.
The New HVAC Playbook
“The game’s changed—it’s not about joining a journey; it’s about survival,” declared Justin King, President of the B2B Commerce Association. He didn’t mince words about the urgency for HVAC companies to jump on the digital bandwagon.
He pointed to research showing that a huge chunk of the buying journey now happens online, with many buyers preferring to skip traditional sales interactions altogether. Blame (or thank) the digitally native millennials and Gen Z—they expect the same seamless online experiences they enjoy in their personal lives
Aaron Sheehan, Director of Partner Success at OroCommerce, agreed, noting that even older generations are adapting. “My daughter insists everyone older than her is a boomer, so Gen X seems to have vanished,” he joked, illustrating how quickly expectations are changing.
Navigating the Complexities of the Digital Shift
Sure, going digital sounds great, but let’s face it—the HVAC industry has its own set of hurdles. Sheehan laid it out: “We deal with intricate products with safety considerations, diverse applications, and a wide range of customers—from small installers to large institutions.”
Think of it like navigating a maze of contracts, regulations, and the not-so-fun task of integrating with your existing ERP systems. “ERPs are infamous for their complexities,” Sheehan admitted—a headache many of us know all too well.
Then there’s the beast of managing massive product catalogs with thousands of items. “Content is the only representation of a product in the digital realm,” Sheehan explained. So, keeping product information accurate, complete, and up-to-date isn’t just important—it’s crucial. It’s an ongoing commitment, like tending to a garden that constantly needs weeding and watering.
Unlock the Power of B2B eCommerce for Your HVAC Business
Bridging the Gap: Clear Communication for Teams and Customers
But it’s not just about tech and tools. King emphasized the critical role of communication. “My passion lies in facilitating effective communication between executive and digital teams,” he shared. Ever tried explaining SEO, PDP, or PIM to someone outside the digital bubble? It’s like speaking a different language. “Executive teams need clear, concise language to understand, hold teams accountable, and work collaboratively towards digital goals,” he stressed.
He pushed for a holistic approach to change management that supports both your team and your customers through the digital shift. King highlighted the Customer Adoption Framework—a handy tool to guide businesses as they help customers get comfy with online platforms. He also pointed out common roadblocks to customer adoption: lack of awareness, clunky user experience, trust issues, and plain old resistance to change.
Sheehan echoed the importance of getting everyone on board. “Every successful project I’ve witnessed involved champions who actively sought input from those on the ground—in branches, factories, and showrooms,” he said. Understanding their needs and addressing concerns isn’t just a nice-to-have; it’s key to building buy-in and making the implementation smooth sailing.
Reaping the Digital Rewards: Efficiency, Insights, and Bigger Orders
So what’s in it for you? The benefits of going digital aren’t just theoretical—they’re very real. Sheehan pointed out the significant boost in efficiency that comes with easy access to information. “Phone calls and meetings shift to more strategic discussions, focusing on complex needs and value-added services,” he noted. Think of it as moving from putting out fires to building bigger, better projects.
Another big plus is an increase in average order value. “Even without a surge in traffic or conversion rates, eCommerce tends to drive larger order sizes,” he explained. Your online platform becomes a window display for upselling and cross-selling, expanding customer awareness of what you offer. It’s like having a salesperson who works 24/7, gently nudging customers toward larger purchases.
AI is on the Horizon: The Future of Ordering
Looking ahead, King and Sheehan delved into how AI could revolutionize the online ordering experience. “Imagine AI-powered ordering that provides smart, fast, and intuitive experiences,” King mused. Sheehan teased an upcoming release from OroCommerce featuring AI-driven ordering capabilities that’ll streamline the whole process.
