What lessons did the Bradford White team learn in 2020? In a year dominated by COVID, COVID, COVID, we learned the value of flexibility and communication above all else. Early in the pandemic we were able to successfully assert that we—as a company, in our factories, our distributors and our contractors—are essential to the health Read more
Water Heaters
What lessons did the Bradford White team learn in 2020? In a year dominated by COVID, COVID, COVID, we learned the value of flexibility and communication above all else.
Early in the pandemic we were able to successfully assert that we—as a company, in our factories, our distributors and our contractors—are essential to the health of the country. We can’t do without hot water for sanitation, cooking, cleaning, and bathing in hospitals, nursing homes, military installations, food processing plants and in America’s homes. Our contractor customers are vital and essential providers of heat and hot water. There was much that we didn’t know back then, and supply chains began to shut down. Adding to the confusion, the U.S.-based supply chain was operating under different COVID rules and restrictions than what we saw with non-U.S. suppliers. We worked through the initial uncertainty about how we could best protect our employees and stabilized our factories in Middleville and Niles, Michigan, and Rochester, N.H.
We’re entering a new phase of COVID-19 these days, with an evolving sense of normalization. We’re still currently running our plants to maximize employee safety, and we’re doing so in a market where there is high demand for our products.
Photo Credit: Alan Carlson, Armbrust Plumbing & Heating
We follow state and national requirements for PPE. We run through health protocols daily with a questionnaire and a temperature check for all employees, and we’ve adjusted our scheduling to handle that. We exercise social distancing where possible and employ contact tracing measures when necessary. We clean and sanitize our factories frequently. It’s been gratifying to hear feedback from those business partners who are authorized to come into the factory that we are going above and beyond to keep employees safe compared to what they’ve seen elsewhere. I feel very good about what we’re doing to look out for the health of our employees while striving to meet our customer commitments.
You can’t communicate enough. Constant communication with our customers is crucial. We understand our distributors’ day-to-day demands and frequently communicate with them through our sales team and rep network. All their manufacturers have been affected and in different ways, so distributors have a lot of questions. We share information with contractors through our For the Pro® site, and the contractors we talk with have all been busy.
The same goes for our employees. Communicate and then communicate some more. It’s imperative to share reliable (and factual) information with our employees to avoid confusion. If people can’t get reliable information, they may fill in the blanks and fuel an already overflowing COVID rumor mill. We had about 150 employee communications last year and 80% of them were associated with the pandemic. You have to make sure your employees understand what it takes to be safe both in and out of the workplace. The coronavirus has been particularly difficult because information on the disease and availability of vaccines varies from state to state and even county to county.
Where’s the best guidance coming from? It’s difficult to say what’s the best source, but the CDC appears to have been the most consistent central source for national guidance on what to do for health and safety during the pandemic. Local information can vary by county or parish or municipality. In southwestern Michigan and southeastern Pennsylvania for example, where two of our facilities are located, the guidance varies from county to county, so one county may be on the second phase of shots while another county is barely in phase one. Our Canadian-based team must look to the Canadian government for guidance nationally and then understand what each of the provinces are saying.
How many of these practices will live on beyond the COVID-19 era? As far as products, we’ll continue to see increasing levels of connectivity and remote diagnostics, particularly on the commercial side of things where building management systems are commonplace for monitoring performance. This is not new, but the constraints of COVID have caused an acceleration in the development of more remote capabilities. Virtual learning will continue, but we believe that “hands-on” training experiences will continue to be preferred. In terms of our general industry dynamics, a lot of us are anxious to reduce our time in the virtual/remote world. For us, this is a relationship industry and we like to see our customers and suppliers face to face. We’re most effective when we can be with a contractor in their own space to understand their challenges. You need to ride shotgun in the truck so you can see what they see and hear what they see and hear. And a virtual trade show is not a substitute for the discoveries you can make seeing and touching new products. For a company like Bradford White that prides itself on its face-to-face customer relationships, this has been painful.
This pandemic has altered almost everything in our lives, including food, water, healthcare supply, healthcare delivery, supply chains, insurance plans and contracts. As we prepare for the next pandemic, the planning must include economic recovery along with the health aspect. We were looking at the bullseye, but we missed many of the rings around it. Now we can see how big of an impact COVID-19 has on all facets of our lives.
When it comes to doing business during a pandemic, you can’t deny the human element. When you talk about somebody’s health and well-being, including any challenges they’re experiencing regarding their financial health and well-being, it becomes emotional. As much as you might want to employ common sense and logic when it comes to work, people have lost loved ones and lost jobs. Plus, the coronavirus has become part of the partisan political landscape when we need to be bipartisan when it comes to taking care of the health of the country.
Carl Pinto, Jr. is senior director of marketing communications for Bradford White.
MILWAUKEE, Wis.—A. O. Smith, a Milwaukee-based manufacturer of residential and commercial water heaters, boilers and water treatment products, announced the beginning of its plans for integrating their most recent acquisition into its North American Water Treatment (NAWT) division. NAWT includes A. O. Smith branded water filtration and softening products, Aquasana based in Austin, Texas, Hague Read more
MILWAUKEE, Wis.—A. O. Smith, a Milwaukee-based manufacturer of residential and commercial water heaters, boilers and water treatment products, announced the beginning of its plans for integrating their most recent acquisition into its North American Water Treatment (NAWT) division. NAWT includes A. O. Smith branded water filtration and softening products, Aquasana based in Austin, Texas, Hague Quality Water based in Columbus, Ohio, and Water-Right based in Appleton, Wisconsin, and acquired by A. O. Smith in April of 2019.
Sam Karge, a Senior Vice President at A. O. Smith and President of NAWT, outlines his excitement for the collaboration within the division.
“These are truly bright, new ideas that have come out of our discussions as a team. Every company that has been brought together to form NAWT has a reputation for innovation and combining our teams is just one more innovative way that we can better serve our customers.”
Luke Java, the Director of Sales & Marketing for Water-Right, Inc., will assume the role of managing the Hague Quality Water regional sales personnel in addition to the Water-Right regional sales personnel. This move will create a central point of leadership for both sales and marketing teams, allowing better allocation of resources and providing even stronger customer support coverage.
The former sales manager for Hague, Jared Camacho, will be shifting his efforts to become the national manager of water softener Retail Sales Accounts, reporting to the Vice President of Sales and General Manager of Indirect Sales for A. O. Smith. This role will manage and further expand the retail market channel in North America.
Erik Koglin, formally the Field Manager of the Clear Choice Water Group at Water-Right, will now assist in managing the dealer networks for both Water-Right and Hague as a National Channel Manager. As the NAWT members begin to become more integrated, the role of the National Channel Manager will become important in facilitating coordination among the variety of branded dealerships within specific regions across the country. All of the dealer’s independently owned businesses dedicated to these branded networks will continue to operate as usual.
Kevin Osborn, the northeast Regional Sales Manager for Water-Right, will be taking on the role of account manager for Hague dealers in the New England territory. This will fill a formerly vacant role in the area while working to facilitate efforts between Water-Right and Hague dealers in that area.
A. O. Smith, a leading manufacturer of hot water systems for homes and businesses, has been named a 2019 ENERGY STAR® Partner of the Year for its contribution and dedication to manufacturing high-efficiency water heaters. A. O. Smith’s accomplishments were recognized by the U.S. Environmental Protection Agency and the U.S. Department of Energy at a Read more
A. O. Smith, a leading manufacturer of hot water systems for homes and businesses, has been named a 2019 ENERGY STAR® Partner of the Year for its contribution and dedication to manufacturing high-efficiency water heaters. A. O. Smith’s accomplishments were recognized by the U.S. Environmental Protection Agency and the U.S. Department of Energy at a ceremony in Washington, D.C. on April 11, 2019.
“It is such a huge honor to be recognized by ENERGY STAR® as a leader in the industry,” said David Chisolm, vice president of marketing for A. O. Smith’s North American water heater business. “Everyone at A. O. Smith works so hard to create environmentally savvy products and services that demonstrate exceptional energy efficiency, and we are thrilled to have the opportunity and a platform to make a difference.”
A. O. Smith recently partnered with ENERGY STAR® to launch a contractor locator tool which connects consumers interested in upgrading to an energy efficient heat pump water heater to more than 1,000 loyal A. O. Smith contractors nationwide.
“I applaud the 2019 ENERGY STAR Award Winners,” said EPA Assistant Administrator for Air and Radiation, Bill Wehrum. “Their innovation and leadership enhance America’s economic competitiveness. Reducing costly energy waste improves air quality and public health while protecting the environment.”
A. O. Smith is consistently focused on driving innovation efforts through resources like its new Corporate Technology Center and emphasis on education. While many water heaters have earned the ENERGY STAR® designation, A. O. Smith prioritizes incorporating commercial-grade components into its residential models while maintaining high efficiency energy standards and reliability.
Each year, ENERGY STAR® acknowledges businesses and organizations that lead their industries in protecting the environment and demonstrate superior leadership, innovation and commitment to environmental protection through energy efficiency.
For a complete list of all 2019 ENERGY STAR Award winners and more information about ENERGY STAR’s award program, visit energystar.gov/awardwinners.
For Bradford White, American pride has always been in everything we do. Our company was founded with a simple vision: to deliver high quality, superior products made by American craftspeople. That means when you install Bradford White, you can be sure that the products you’re installing will give your customers the performance they’re looking for Read more
For Bradford White, American pride has always been in everything we do. Our company was founded with a simple vision: to deliver high quality, superior products made by American craftspeople. That means when you install Bradford White, you can be sure that the products you’re installing will give your customers the performance they’re looking for.
This Isn’t A New Idea for Us. American Pride has Always Been in Everything We Do.
When Bradford White began over 135 years ago, we believed that Americans could produce a better-quality product than anyone in the world. So, we established the goal to use American skill and ingenuity to build the best product possible.
More recently, when some of our competitors chose to move production out of the United States, Bradford White continued to invest in America. That decision has paid off: we now build some of the highest quality water heaters on the planet.
We are Committed to American Manufacturing.
Here are some important facts you should know: Bradford White is an American-owned company and all of our manufacturing facilities are located in the United States of America. Bradford White proudly employs over 1,500 people at our manufacturing operations in Middleville and Niles, Michigan, and Rochester, New Hampshire.
In Middleville, Michigan, Bradford White Water Heaters has grown to over one million square feet of state-of-the-art prime manufacturing and distribution capability. We are continuing to expand our American manufacturing facilities to deliver product to you faster than ever before.
Our corporate headquarters are located in Ambler, Pennsylvania. When you or your customers call Bradford White, that call is answered here in the United States. Our Bradford White team is committed to serving your needs, and that team is growing to serve you even better in the future.
American Innovation is a Big Part of AMERICAN STRONG.
From Bradford White’s beginnings in 1881, we recognized the importance of American innovation to constantly improve our products. We believed then, just as we know now, that the American spirit of innovation and ingenuity would drive improvements to our products with every passing year.
Today, that spirit is clearly visible in our products. We are never satisfied and are always listening to professionals like you for ideas to make our products even better. As a result, our products are continuously improving and evolving to meet the needs of our customers. That’s a big reason why Bradford White is an established leader in our industry.
Our Commitment Extends to You, the American Professional Contractor.
As part of our commitment to American quality, we are committed to a quality installation by you, the professional American installer.
We recognize you as an important part of the American workforce and an integral part of our success – because you help us maintain our quality standards to our customers. So, when we say we are FOR THE PRO®, we mean it – we stand behind all our professionals and give you our unwavering support.
For example, Bradford White is committed to providing training to our contractors. Bradford White’s International Technical Excellence Center in Middleville, Michigan is a cutting-edge 18,500 square foot training center where we allow our contractors to go “hands on” the latest technology so they can better serve our customers.
Our dedicated FOR THE PRO® website is packed with technical information and sales support to help you do your job better, grow your business and increase your profit.
Our Commitment to Quality Helps You Grow Your Business.
Bradford White’s quality products means easy installations and happy customers. Your customers will get years of hassle-free performance from the Bradford White water heater you install. Whether they are a residential customer with a single water heater or a large commercial operation using multiple cascading units, Bradford White’s products will meet their needs and deliver outstanding performance, efficiency and quality.
As a result, you will build loyalty with your customers – and they will recognize you as the professional who can deliver effective solutions to their plumbing needs. They will call you again in the future and recommend you to their friends and business partners.
American Strong…Around the World
Bradford White products are available to professionals around the world. Our Halton Hills, ON sales, training and distribution center provides full support to our Canadian customers. Our international team brings our products and training to the rest of our global customers.
Bradford White is proud to bring American ingenuity and quality to customers around the world. In today’s global economy we source some components and products from the best international partners.
AMERICAN STRONG Now – and In the Future.
All Bradford White products are Built to be the Best™ and designed to meet the rigorous demands of you, our professional customer. We are AMERICAN STRONG now and we will proudly stay that way into the future.
To learn more about Bradford White and our products visit us at www.bradfordwhite.com
At Bradford White, our business is being there for your business. We are proud to be FOR THE PRO®. We recognize that your quality professional installation delivers our quality product right to the customer. So every day, we support you and help you be more successful in a number of important ways. Bradford White is Read more
At Bradford White, our business is being there for your business. We are proud to be FOR THE PRO®. We recognize that your quality professional installation delivers our quality product right to the customer. So every day, we support you and help you be more successful in a number of important ways.
Bradford White is Here FOR THE PRO® –and Here’s Why that’s Important to You.
At Bradford White, our business is being there for your business. We are proud to be FOR THE PRO®. We recognize that your quality professional installation delivers our quality product right to the customer. So every day, we support you and help you be more successful in a number of important ways.
Bradford White is Loyal to You, the Professional Installer.
Bradford White is committed to quality in everything we do. We recognize that our quality product requires a quality installation.
So while Bradford White remains committed to the highest quality manufacturing, we also remain committed to a quality, professional installation.
We Are Here for You with 24/7 Tech Support.
When you’re in the field working on a Bradford White product, we always have your back. That means you can call for support at any time and get the answers you need – FAST.
At Bradford White we recognize this important truth: when you give quality service to your customer, you are showing them the quality they expect from Bradford White. We see you as our business partner. We are in this together.
Our Exclusive FOR THE PRO® Website Gives You the Tools to Help You Save Time… and Do Your Job Right.
At Bradford White’s exclusive FOR THE PRO® website, you’ll find technical documentation on every Bradford White product. You can search by model number or product name and find all associated technical documents for any of our products. All the information you need is here.
You’ll also get a variety of videos to help you troubleshoot and maintain Bradford White products, as well as smartphone apps and answers to your customers’ most frequently asked questions.
Our online RightSpec® Tools can make your job easier. You can properly size and install, find the Bradford White equivalent for a competitive model, calculate efficiency of a unit and more.
You can stay up-to-date with the latest energy efficiency ratings, so you can help your customers save money. You can also help your customers take advantage of Bradford White product rebates (this might also help you when you sell products to your customers).
Grow Your Business with These Valuable Sales Tools.
At Bradford White, we recognize you’re always trying to grow your business (and make more money) while you’re doing your job. So we’ve loaded up our FOR THE PRO® website with valuable tools to help you with that goal.
With our FOR THE PRO® Sales Materials, you can communicate the benefits of Bradford White products more effectively to your customers – and increase your sales! From marketing literature to videos and even webinars, we provide the resources you need to talk about Bradford White products with your customers.
You’ll also find logos, product images and other graphics you can use to create your own digital and print materials to help you better promote your business.
Take Advantage of Valuable Cutting-Edge Training from Bradford White.
Bradford White is committed to providing training to help contractors like you stay on top of all the latest advancements.
Bradford White’s International Technical Excellence Center in Middleville, Michigan is a cutting-edge 18,500 square foot training center where we allow our contractors to go “hands on” the latest technology so they can better serve our customers.
You can also take part in training at our secondary training center in Rochester, New Hampshire. Here you’ll sharpen your skills with various Bradford White hydronics products.
Help Your Customers Find You with Our New, Improved Contractor Directory!
Right now, customers are searching online for Bradford White contractors. You can list your name in our Contractor Directory so local customers can find you FAST. You can also provide details about your business, your skills, photos from recent installations and use valuable lead capture tools to help you connect with interested customers. You’ll find complete information about our Contractor Directory on our FOR THE PRO® site.
Give Your Customers the Financing They Need – with Fortiva® Retail Credit.
Another way that Bradford White is here for you is through our Fortiva® Financing Program. As a Bradford White contractor you may be eligible to give your customers up to $40,000 in financing through this program.
Your customers can use this funding for a Bradford White Water Heater plus other installations, products, repairs, warranties and other service work they might need. You can finance any amount with no minimum. The process is easy, approvals are instant and you get paid FAST.
By offering your customers the financing they need, this program can help you grow your business and increase your income. See our FOR THE PRO® site for details.
Bradford White is here for you, the professional contractor. Click below to visit Bradford White’s exclusive FOR THE PRO® website.