The costumers bringing pressure on the building companies by demanding certain heating systems was identified as very useful in gaining market shares. The costumer has probably reached further than the building trade in the awareness of those systems; costumers ask for systems that the installer or

plumber is not willing or able to deliver. And due to that demand, companies work on system development at present. If you can not offer what the costumer wants, you will loose him. But, as one informant expressed it: “the costumer is so easily influenced, when the plumber says that he should have a heat pump, he believes in that”. The costumers must learn to assert themselves. By making the installer aware of other companies offering a certain type of systems, the costumer will force the installer to offer the same system solution. And that in turn affects the current assets of the supplier positively, causing growing companies, which in turn increases the interest from the installer, who can serve the costumer. This interplay sets the development going. But without demand and pressure from the market and costumers, the installers will not focus on those systems, but will continue with what they are already good in; they will “take the easy way out”. “If [the installer] has heard once [that someone wants a solar and pellet system] he says that it does not pay, but if he hears it ten times the same day […], he realises […] that he also has to offer it”.

Satisfied costumers are the best way to increase the selling rate, since they tend to tell neighbours and friends about their experiences. The opposite is however also valid, and has been a problem so far. Particularly some of the early pellet systems have been experienced as causing lots of trouble and non­satisfied costumers. And success will not be reached until the costumers’ requests are fulfilled.