When it comes to marketing, market yourself, not what you sell.
In order to be a success, some say you need to get the "best" brand name. They say you need to have the most respected and best-known company's products.
But there is another way: make yourself the best indoor comfort specialist in town. Make the brand you carry secondary to your status as the best indoor-comfort consultant. Make yourself the expert and others will believe in you and the products you install.