Nobody buys a drill just to have an extra tool laying around their home. They buy the drill to create holes. Nobody buys a set of pots and pans because they need more stuff in their cupboards. They buy them to prepare meals (or to pretend to be that gourmet chef they see on TV!). Nobody buys a ticket to a concert just to sit in the seat. They buy the ticket to experience the music and the artist's performance. Or perhaps they want to create a memory with a loved one. So then why do you, as a contractor, continue to provide options to homeowners by telling them that they need [insert product here], without any consideration into what the real benefit is to them and their families? Specifically, why do you speak in tech-terms, using words like capacitor, contactor, thermocouple, temperature drop, amper- age, and ohms, when consumers speak in terms of being hot, cold, comfortable, and cozy? Let's face it - the average person doesn't speak the language of plumbing, HVAC, and electrical.
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