Issue link: https://www.e-digitaleditions.com/i/799779
24 FEDA News & Views continued on page 44 Foster Frable Clones or Established Brands? How do Customers Know What to Buy By Foster Frable Jr., Clevenger Frable LaVallee fosterf@cfl design.com H ow do customers know what to buy when off-brand manufactur- ers "copy" the established brand? This is especially confusing to customers when, in some cases, the clone looks bet- ter than the original. Our industry does not have a Consumer Reports or a J.D. Power but the FE&S Best in Class program is a good sales tool to offer customers. It's often used by manufacturers and reps to promote prod- ucts for specifi ers and dealers. Unfortunately, it rarely fi lters down to the operators and buy- ers who need it most. When assisting a buyer making equipment deci- sions, show the com- parisons between what you offer and the no- name clones they may be considering. Good questions to start with: Are parts available local- ly? Where is the closest local service company? Do most local mechan- ics have familiarity with that specifi c piece of equipment? Does the product meet DOE or Energy Star standards? Are replacement parts even available? These are important issues for buyers to understand. The "hidden" difference in out-of- the-box performance among various brands can be signifi cant when second- tier products don't provide the perfor- mance that's anticipated. Here's why: While many import products look like their high-quality counterparts, they lack several key aspects that affect customers in important ways. For instance…… Certifi cation NSF, CSA, UL and other certifi cations are often either absent, or improperly listed—a sticker or listing on a serial plate is not proof of compliance for many of these products that often bypass nor- mal or legal inspection channels. Name Brand Components - Components that are manufactured and backed by name brands ensure your customers have high-end perfor- mance, safety and sup- port. These are espe- cially important for thermostats and other devices because not only do they indicate performance, they also indicate safety failures. -Many second-tier brands use com- ponents from third-tier manufacturers that may look like the ones on top-tier products but cannot provide the level of control, performance or fi eld support our industry demands. Intellectual Property -New product development and improvement represents a signifi cant cost to manufacturers. The clone sup- plier has none of that cost. They buy the item they want to copy and dupli- cate it as best they can—sometimes they even make molds from the original parts. When the market becomes satu- rated with clones and the price is driven down, there is little incentive for manu- facturers to improve products because they know it's just going to be copied. It takes time for this practice to eat away at quality but erosion occurs nonetheless. -Two pieces of equipment may look similar but it doesn't mean they perform in the same way. Patents often cover internal components that improve reli- ability, sanitation or performance, and these features are "invisible" from an appearance perspective (i.e., the motor and pump quality, speed, design often patented). This is why an original out- performs a copy. Disposable Products If a customer is willing to (or maybe even plans to) throw away equipment after short-term use, the quality argu- ment goes out the window. But, spend- ing twice as much up front is a better bargain when there is a long-term plan in place. Customer Knowledge The Internet can both harm and sup- port efforts to sell products, which is why an educated customer is the key to making the right choice. Customers are going to price shop and they will fi nd Many second- tier brands use components from third-tier manufacturers that may look like the ones on top-tier products but cannot provide the level of control, performance or field support our industry demands.