A price war is threatening to stifle innovation in the commercial heating sector, according to new research by HVAC recruitment specialists Thornhvac.
More than 70 per cent of senior sales managers believe price has become a key battleground and is now the most important factor when securing a deal.
“Good after-sales service, extended warranties and brand reputation are still trump cards that can be played when negotiating contracts, but in most cases it still comes down to price,” said Thornhvac head of commercial heating recruitment Jason Thornhill.
Less than half of those surveyed felt that brand reputation was significantly important to customers
The survey also found that renewable energy was one of the most important trends in the current market, with 64 per cent predicting this would be the biggest growth area in 2014.