Of course, everyone knows that such good advice (to advertise heavily) just applies to contractors, not supply houses. After all, what do you have to advertise? Customers just have to find their way to you, or you send out a salesperson, and/or you mail out flyers. Either way, supply houses are usually sparse advertisers, and traditional wisdom says that the best way to promote business and grow is by running low-priced “specials.” But, do you advertise the reasons why contractors should sell your equipment line and become your dealers - other than offering low-priced specials on condensing units or coils?