Should Distributors Charge for Training?

I recently had the pleasure of visiting one of our distributor members for the grand opening of their new state-of-the-art training center. The facility is one of the finest I’ve seen, and hands down one of the finest in the industry. Facilities like this one, large and small, represent the significant investment distribution companies make in their customers and contribute to the health of the entire HVACR distribution channel.

The training center I visited is equipped with 20 live-fire HVACR equipment stations including boilers, split systems, and water heaters. With facilities like these, HVACR distributors help ensure contractors and customers are well-informed and capable of servicing and installing HVACR systems to their full potential. Not all distributors provide training, but for those who do, their trainings may include:

• Product Knowledge – HVACR Distributors offer training programs to educate professionals about the latest products they offer. This training provides technicians with the requisite knowledge to recommend and use the most suitable products for various applications.

• Technical Training – Some distributors invite manufacturers to their facilities to provide technical training on the installation, maintenance, and troubleshooting of specific HVACR systems and components. This enhances the proficiency of professionals in handling an array of different HVACR technologies.

• Certification Programs – Some distributors offer certification programs on their own, or in collaboration with HARDI, other associations, manufacturers, and suppliers. These certifications validate a technician's expertise and competence, which in turn provides their customers with confidence in the service they receive.

• Workshops and Seminars – Distributors organize workshops and seminars where industry experts share insights and best practices. These events enhance knowledge, foster networking, and keep professionals updated with the latest advancements in the HVAC field.

HVAC distributors play a valuable role in enabling this ongoing education, further contributing to the growth and efficiency of the HVACR distribution industry. However, are some distributors devaluing their investment, by providing these benefits for free?

How Charging a Fee for Training Benefits Everyone

Education is a valuable asset, especially in the realm of HVACR. While providing training to their customers is commendable, the question arises: Should some of this training come at a cost? Let's discuss the economics of training, and why charging for that training can be a benefit for all parties involved, especially your dealers.

Resource Allocation – Training programs require substantial resources—expert trainers, training materials, facilities, and more. Charging for training helps distributors allocate these resources efficiently and sustainably, ensuring the program's high quality and longevity.

Quality Assurance – By charging a fee for training, distributors can afford to hire skilled and experienced trainers. This enhances the quality of training and provides attendees with valuable, actionable insights and knowledge that can be directly applied to their HVAC work.

Investment in Learning – When participants pay for a training program, they tend to be more committed and engaged. They perceive the training as an investment and are more likely to dedicate time and effort to fully absorb the material, resulting in a more effective educational experience.

Sustainability of Programs – Sustainability is essential for the long-term success of training programs. Charging for training helps cover operational costs, ensuring that the program remains financially viable and can continue to provide valuable education in the future.

Value Proposition – A nominal fee for some training offerings imparts value to the program. When attendees perceive the training as a valuable service, it enhances their motivation to actively participate and absorb the information provided.

Encouraging Serious Participation – Charging for training helps filter out individuals who may not be genuinely interested or committed to the learning process. This ensures that participants are serious about their education, creating a more focused and engaged learning environment.

Revenue Generation – For some HVACR distributors, charging for training represents an additional revenue stream. This revenue can be reinvested to enhance the training program further, develop new educational resources, or improve overall customer service and support.

Flexibility and Customization – With a sustainable financial model in place, HVACR distributors can diversify their training offerings, allowing them to cater to a broader audience and offer specialized training programs based on market demands and customer needs.

While free education is certainly appealing, charging a reasonable fee for HVACR training is a strategic and economically sound approach that ensures sustainability, quality, and the ability to continuously provide value to your dealers. Ultimately, the investment made in education will yield positive returns in the form of increased business, more satisfied customers, well-trained professionals for end users, and a thriving HVACR distribution channel for all of us.

HARDI has long been committed to sourcing the best training programs and the best trainers to host public or private training events for our members. Now, with the addition of two full-time instructional designers on HARDI’s staff, we’re equipped to offer fee-based, custom-designed HVACR learning content hyper-focused on the HVACR industry. These trainings can be custom branded with your business’s logo, colors, content, and style. HARDI also offers access to a Learning Management System, HEAT.U, where your employees can access hundreds of eLearning courses. These same courses can also be imported into your own LMS.

If you’d like to learn more about how HARDI can elevate your training game, contact our Talent Team by emailing our Training Success Manager, Izzy Markin, at emarkin@hardinet.org.