From time to time in our industry, bundling happens. I think we all know what it means. (The historical definition is a lot more fun. I didn’t know that bundling was a term for fully clothed spooning.)
But bundling doesn’t just happen. Someone has to make the decision to do it.
In the background of that ‘bundling’ decision, the context would include some thoughts. Here are some:
- We have leverage, maximize it!
- It will be nice to call the shots for once.
- This will make up for that other thing…
- Everyone else is doing it
All those sound like entitlement. When individuals embezzle money from their company, it’s often because the employee feels entitled to it. When companies leverage their packages to maximize their profit at the expense of owners, it’s also entitlement.
I’m against it. Air Flow always breaks out its bids. In the short run, that leaves profit opportunities on the table, and I’m OK with that. We’re playing the long game. Reps all over the country use a bundling strategy to increase their leverage in the industry. Strategy one job at a time is certainly a strategy that’s bound to lose customers over time. That’s something Air Flow can’t live with. If you’re reading this, we can’t afford to lose you.
In the story of HVAC construction, the heroes of the story are the engineers and the contractors. Often, in that story, the supplier can play the role of a guide. No heroes here. “We’re into helping; not bundling.”
A few years ago, at Air Flow’s “new” office grand opening, this sign was one of a handful that were on display to promote our business brand. Nothing has changed..
Until next time
Tom
Tom Gelin
Air Flow Inc.
8355 West Bradley Road
Milwaukee, WI 53223
414-351-1999
