Gorell – Radiaflect

Challenge:

In spite of its outstanding performance in attics and as a housewrap, reflective insulation was relatively unknown to consumers. Gorell wanted to sell ESP’s Low-E®, the premiere product in the category, via its network of independent dealers but was having little luck generating dealer interest.

Approach

Peterson felt that prospective dealers would be more enthusiastic about selling the product if it came with a complete sales and marketing program behind it: one that clearly explained the product and its benefits to homeowners; made dealers comfortable that there was strong support behind it; and provided sales reps with the tools to succeed.  He developed a private label brand, Radiaflect, to create exclusivity, and surrounded it with the most complete program in entire home improvement category:  TV and radio spots; print advertising, sell sheets, and leave-behind brochures; individual websites for each dealer with extensive video; a demonstration unit for trade shows and in-home sales; posters, banners, sample postcards, yard signs, door hangers and billboards; a complete home show package, including a booth and demo videos; sales and installation training manuals, including a practice audio CD; and an interactive computer/iPad in-home sales presentation featuring a savings estimator which took parameters of the customer’s home and estimated monthly savings and payback.

Results

In less than nine months, Gorell signed up over 130 home improvement companies to sell Radiaflect, and sales increased an average of 34% per month. Most dealers said that while they were very impressed with the product, it was the program that sold them on the idea of offering and installing Radiaflect. Several went out of their way to contact Peterson and call it “the best program they’d ever seen.”