Ron has been involved with Direct Brand products for several years, being one of the first reps to take on the igniters. 'When I first spoke to Malcolm about the product, I asked him for a few samples. The first four people I saw all said 'Leave the sample; we'll give you an order'. I have never had a product that was so readily accepted into the market'.

'The key thing is to introduce the product to contractors,' Ron says. 'It's one thing to get the product on the shelf, but what really sells it is when the contractor understands the difference between the glo-stix® and a traditional carbide igniter. That is why we spend a lot of time at counter days, setting up a table and showing the contractors the product'.

While he was doing this, he also sold our product into many large wholesale chains in his territory that are now carrying Igniters Direct stock, including RE Michel, FW Webb, Sid Harvey's, APR Supply and Granite Group. Metropac, a master distributor, is also taking kits, servicing many small single store wholesalers in the territory. This enables smaller stores that will not use a full case of igniter kits to stock our products.

‘This current season is full of opportunity to further expand sales through branch penetration, wholesale chains and large independents.’

Dick's top 3 sales points;
1. There has been a built up of demand among service personnel for a hot surface igniter with superior physical properties over Silicon Carbide for many years.

2. The universal nature of our product allows a serviceman to feel confident that when he arrives at a job site that requires an igniter replacement he will have the correct replacement configuration with him and will not have to return to a wholesaler to get the OEM specified replacement.

3. The product is priced well and is always in stock, ready for immediate shipment. Product packaging is very well designed for Point Of Purchase capabilities.

Kaplan's territory covers over 200,000 square miles, including Indiana, Ohio, Michigan and Kentucky. Mark and his team of reps were highly successful in promoting and selling the Universal Kit into key Wholesalers in his area. Mark is enthusiastic in his praise of the Kit; "Let me tell you, we have sold millions of dollars worth of HVAC goods and this is the most exciting product that we have sold in a long time."The secret to Mark's success is his aggressive approach to new product promotion to his key Wholesalers, coupled with time spent frequently training counter sales staff. The Igniter Kit is also developing an enthusiastic following amongst Service Engineers and Contractors. He has even had phone calls from Wholesalers because their customers are demanding the product.

This has been driven by the unique qualities of the product."Everybody has the same problems, and this product solves those problems." In contrast to the fragility and large number of configurations of Carbide Igniters, this product offers durability and flexibility all in one. Furthermore, its distinctive packaging puts it "front and centre, giving it point of purchase capability" The Service Engineer can see all of the components without even opening the packaging. What a contrast to the traditional white boxes Silicon Carbide igniters are sold in.

Mark loves this product for another reason too - it has opened doors for him to get into Wholesalers. It is not only a great seller in its own right he says, "It helps me get in front of my customer and it brings other sales along with it."