The Steel CodCast

Anthony Fors and Jon Beresford
  • 5.0 (5)
  • Business

The Steel Codcast is a daily podcast delivering expert commentary, industry insight, and real world perspective for professionals across the appliance industry. Hosted by Jon, VP of Sales, and Anthony, President of Steel Cod, the show blends evergreen education with breaking appliance industry news to help listeners sell smarter, position products more effectively, and stay current in a fast moving market.------------------------------------------------------------------------------------------------------Designed for appliance sales professionals, manufacturers, distributors, brand leaders, and independent dealers, The Steel Codcast covers appliance industry trends, sales strategy, and product positioning across every category. Episodes explore everything from small countertop appliances and mass market products to high end luxury appliance brands, built in appliances, and emerging technologies.Released Monday through Friday, the podcast delivers consistent commentary on appliance sal...

  1. 6h ago

    Product Expert vs. Problem Solver: What Actually Makes a Great Appliance Salesperson

    Knowing everything about appliances doesn't automatically make you great at selling them. And being a great listener doesn't automatically make you trustworthy. So what actually separates the salespeople customers love from the ones they forget? Anthony Fors and Jon Beresford dig into one of the most honest conversations in appliance retail: the product expert versus the problem solver. They break down why the most knowledgeable person on the floor often struggles to close, why customers fall in love with certain salespeople and not others, and what happens when both types make a mistake in front of the same customer. This episode covers: Why product expertise alone doesn't create top performers in appliance sales What problem-solving salespeople do differently that builds trust faster How the same product recommendation lands completely differently depending on who delivers it Why mistakes are more forgivable for one type of salesperson than the other The baseline floor of product knowledge every salesperson has to reach before any of this even applies What question should guide every salesperson trying to figure out where they actually fall This isn't a conversation about which type is better. It's a conversation about what customers actually respond to, and what that means for how you sell. Who This Episode Is For This episode is for appliance salespeople, retail floor managers, sales trainers, and anyone who hires or develops talent in the appliance industry. It's also valuable for any salesperson in a high-consideration category who wants to understand what actually drives customer trust. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters 0:00 The Two Types of Appliance Salespeople 0:36 What Product Expertise Really Means 4:53 Does Complexity Change the Equation 6:31 The Strongest Case for Problem Solving 7:34 Why Customers Fall in Love With Certain Salespeople 9:03 Why the Problem Solver Isn't the Clear Winner 10:26 How Salespeople Naturally Lean One Direction 11:33 Putting Both Philosophies in Front of the Same Customer 12:58 Which One Gets Trusted More 14:07 Whose Mistakes Are More Forgivable 15:45 The Question That Decides Your Answer 16:48 The Baseline Floor Every Salesperson Has to Meet #ApplianceSales #SalesTraining #RetailSales #CustomerTrust #SalesStrategy #ApplianceIndustry #SalesPerformance #ProblemSolving #ProductKnowledge #SteelCodCast

    21 min

  2. 1d ago

    What a Chef Wants Appliance Salespeople to Know About How Customers Actually Cook Ft. Chef Rachelle Boucher

    Chef Rachelle Boucher joins Anthony Fors and Jon Beresford to talk about what the appliance industry keeps getting wrong about the people it's supposed to be serving. Guest Links Rachelle Boucher on LinkedIn: https://www.linkedin.com/in/rachelleboucher/ Rachelle Boucher on Instagram: https://www.instagram.com/inductioncookingclub?igsh=MTF3NjU3OWd3NTc4NQ== Rachelle is a chef, appliance enthusiast, and founder of the Induction Cooking Club. She brings a perspective that most showroom floors never hear: what it actually feels like to cook on these products, and why that gap between how appliances are sold and how they are used is costing customers. This episode covers: Why salespeople jump to specs and features before asking a single question about how someone actually cooks How budget-led conversations end up hurting the customer more than helping them Why induction is categorically better than gas on every metric that matters in a real kitchen and why most consumers still don't believe it The difference between features that replace a cook's judgment and features that actually build it What Rachelle would tell every appliance salesperson in the five minutes before they hit the floor How cooking something yourself is the single biggest gap between a good appliance salesperson and a truly great one This is one of the most practical and honest conversations The Steel CodCast has had about the relationship between selling appliances and actually using them. Who This Episode Is For This episode is for appliance salespeople who want to sell with more empathy and less spec sheet, for consumers navigating a kitchen purchase, and for anyone in the industry who wants to understand what a chef actually thinks about the products on the showroom floor. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters 0:00 Meet Rachelle Boucher 0:44 How Rachelle Got Into the World of Appliances 4:09 What Feels Off About How Appliances Are Sold 7:36 The Appliance Is Just the Tool 9:29 What Salespeople Are Missing 11:42 Why Budget Shouldn't Lead the Conversation 13:59 What Rachelle Thinks About That 16:47 Why Induction Is Categorically Better Than Gas 20:38 The Argument Anthony Is Still Willing to Accept 25:03 Are New Appliance Features Making Cooking Better or Worse 33:07 Features That Photograph Well vs. Features That Actually Help 34:18 Why Automated Cooking Holds Cooks Back 35:15 Features That Inform vs. Features That Replace Judgment 38:08 Five Minutes With a Salesperson Before They Hit the Floor 43:17 Why Cooking Something Is the Best Sales Training 49:28 About the Induction Cooking Club   #InductionCooking #ApplianceSales #ChefTips #KitchenAppliances #InductionCookingClub #ApplianceIndustry #CookingTips #CustomerPsychology #SalesTraining #SteelCodCast

    53 min

  3. 2d ago

    Reviews vs Reality: The Customer Research Problem Salespeople Face Every Day

    Customers trust reviews. Salespeople fight reviews. And somewhere in the middle is reality. In this episode of The Steel CodCast, Anthony and Jon tackle one of the biggest forces shaping appliance buying decisions today: online reviews. Whether it's Google, Reddit, YouTube, retailer websites, or professional review sites, customers now arrive at the showroom carrying dozens, sometimes hundreds, of opinions before the conversation even begins. The challenge? Reviews don't always tell the story customers think they're telling. The discussion explores: why people trust reviews so deeply how negative reviews influence decision-making why one-star reviews feel more believable than five-star reviews and how consumers often mistake confidence for accuracy They also dive into: context-free product complaints shipping and installation reviews ownership expectations professional reviewers and the hidden biases built into almost every review system One of the biggest themes throughout the episode: Most customers aren't reading reviews to learn about products. They're reading reviews to reduce uncertainty. That distinction changes everything. The conversation also explores: why review volume creates false confidence how emotional experiences dominate review behavior why professional reviewers often evaluate products differently than owners and how customers can accidentally talk themselves out of excellent products Most importantly, Anthony and Jon explain how great salespeople handle review-heavy customers without becoming defensive, dismissive, or argumentative. If you've ever bought an appliance, researched products online, or worked in retail, this episode will completely change how you think about reviews. Who This Episode Is For Appliance sales professionals, retail managers, homeowners, and anyone researching appliances through online reviews and ratings. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters 0:00 Reviews vs Reality 0:21 Why Reviews Dominate Buying Decisions 2:51 Why People Trust Reviews So Much 5:06 The Missing Context Problem 6:56 When Reviews Aren't Actually About the Product 8:29 Why One-Star Reviews Feel So Powerful 10:31 The Review Volume Trap 12:56 The Most Dangerous Reviewer Type 15:06 Why Customers Read Reviews in the First Place 17:22 The Hidden Problem with Five-Star Reviews 19:20 Professional Reviewers and Their Blind Spots 21:26 What Customers Are Really Looking For 23:37 How Great Salespeople Handle Reviews 26:23 Why This Isn't Just an Appliance Problem 28:36 The Question Nobody Wants to Ask 30:19 Reviews vs Reality: Final Verdict #reviews #appliancereviews #customerbehavior #buyingpsychology #applianceindustry #appliancesales #salespsychology #consumerbehavior #retailsales #thesteelcodcast

    32 min

  4. 3d ago

    Miele vs. Gaggenau: What the Customer Psychology Really Tells Us About Luxury Appliance Buying

    Not every luxury appliance is built for the same person. And when it comes to two of the most respected names in the world, the real difference isn't performance. It's the ownership experience they're each trying to create. Anthony Fors and Jon Beresford break down one of the most misunderstood comparisons in the appliance industry: Miele vs. Gaggenau. They explore why more options don't always mean more value, how brand mystique can quietly push customers away, and why the average American luxury homeowner may be buying into the wrong story. This episode covers: How Gaggenau's modular flexibility creates freedom for some customers and friction for others Why Miele and Gaggenau share the same refrigeration platform and what that actually means for the comparison How decades of brand mystique can turn aspiration into distance Why most luxury buyers are building a family kitchen, not a culinary showcase The emotional difference between a brand people want to own and a brand people want to admire What the appliance industry gets wrong when it assumes more options create more value Anthony and John ultimately land on which brand is more likely to improve everyday life for the average American luxury homeowner, and why that answer doesn't require either brand to be better than the other. Who This Episode Is For This episode is for luxury appliance buyers trying to figure out which brand fits their real life, not just their dream kitchen. It's also essential listening for appliance sales professionals, kitchen designers, and industry reps who want to understand the customer psychology driving high-end purchase decisions. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters Got it. Here are the chapters reformatted, and I'll use this format for every episode going forward: 0:00 Rethinking the Gaggenau Default 1:02 Two Brands, Two Ideas About Luxury 1:55 Nobody Wakes Up Wanting Appliances 3:22 Approachable vs. Aspirational 4:59 Gaggenau's Flexibility and the Real Question 6:37 When More Options Create More Work 8:08 What American Luxury Buyers Actually Want 9:36 The Refrigeration Platform Most People Get Wrong 10:33 Miele Dishwashers vs. Gaggenau Dishwashers 11:40 Brand Mystique and the Distance It Creates 13:35 Who People Picture as a Gaggenau Customer 15:16 When to Choose Gaggenau 16:21 The Final Verdict Podcast Keywords #MieleVsGaggenau #LuxuryAppliances #ApplianceSales #CustomerPsychology #KitchenDesign #OwnershipExperience #ApplianceIndustry #LuxuryHomeowners #ApplianceBuyingGuide #SteelCodCast

    18 min

  5. 4d ago

    American-Made Appliances: The Trust Shortcut Customers Rely On

    "Is it made in America?" It's one of the most common questions appliance salespeople hear. And it's also one of the most misunderstood. In this episode of The Steel CodCast, Anthony and Jon tackle one of the most emotional topics in appliance retail: American-made appliances. But this isn't a conversation about politics. And it isn't a conversation about whether American manufacturing matters. It absolutely does. Instead, this episode asks a different question: What are customers actually learning when they see a "Made in America" label? The discussion explores: why consumers love decision-making shortcuts how manufacturing labels become symbols for trust why customers often associate American-made with durability and reliability and how assumptions can quietly become beliefs over time They also dive into: global manufacturing realities engineering vs assembly quality control vs country of origin and why world-class products can come from anywhere One of the most powerful themes throughout the episode: Customers aren't usually shopping for manufacturing locations. They're shopping for: confidence reliability durability serviceability and trust The conversation also explores: why consumers often stop evaluating products once a trusted label appears how salespeople should handle "I only buy American-made" conversations and why values-based decisions and performance-based decisions aren't always the same thing Most importantly, Anthony and Jon explain why great salespeople use labels as the beginning of a conversation, not the end of one. If you're shopping for appliances, working in retail, or simply interested in how people make purchasing decisions, this episode offers one of the most thoughtful discussions you'll hear about trust, assumptions, and consumer behavior. Who This Episode Is For Appliance sales professionals, homeowners, retail leaders, and anyone interested in American-made appliances, customer trust, and buying psychology. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters 0:00 Why This Topic Gets Emotional Fast 0:39 What Customers Really Mean by “American Made” 1:49 What the Label Actually Tells You 2:40 Why Consumers Love Shortcuts 3:42 When Labels Become Belief Systems 5:11 What Customers Assume About American Made 6:42 The Difference Between Information and Proof 7:11 Why Modern Manufacturing Changed Everything 8:28 Can Foreign-Built Products Be Better? 10:12 How Labels Become Evidence 13:30 The Brands That Challenge the Assumption 15:23 Why Quality Must Stand on Its Own 15:59 What Customers Are Actually Buying 18:10 When Values and Performance Collide 20:33 Why Salespeople Should Go Deeper 22:25 The Definition Problem Nobody Solves 24:17 This Conversation Is Really About Trust 26:13 When Labels Become Blind Spots 27:55 Better Made vs American Made 29:12 The Scoreboard That Actually Matters #americanmade #appliances #applianceindustry #customertrust #customerbehavior #appliancesales #salespsychology #buyingbehavior #retailsales #thesteelcodcast

    30 min

  6. 5d ago

    Wolf vs Miele Speed Ovens: Kitchen Identity vs Cooking Performance

    Most customers don't really shop for a speed oven. They shop for a kitchen package. And that's exactly why this category gets misunderstood. In this episode of The Steel CodCast, Anthony and Jon break down one of the most overlooked comparisons in luxury appliances: Wolf Speed Oven vs Miele Speed Oven. At first glance, this seems like an easy decision. A customer buys: a Wolf range a Wolf wall oven a Wolf hood And naturally assumes they'll buy a Wolf speed oven too. The problem? That decision is often driven by kitchen identity, not actual speed oven performance. The conversation dives into: why speed ovens are one of the most autopilot categories in luxury appliances how customers routinely purchase them without understanding what they do why package selling dominates the category and how Wolf benefits from unmatched trust in luxury cooking But then the discussion takes a deeper turn. Anthony and Jon explore why Miele approaches speed ovens very differently. They break down: inverter microwave technology power modulation reheating consistency texture preservation moisture retention and why some speed ovens behave dramatically differently once food enters the equation One of the biggest themes throughout the episode: Most customers buy speed ovens based on kitchen identity. The customers who actually use speed ovens heavily buy them based on food performance. That distinction changes everything. Most importantly, they explain how salespeople can position speed ovens correctly by helping customers understand whether they're buying a matching appliance or a primary cooking platform. If you're shopping for luxury appliances, designing a kitchen, or selling speed ovens professionally, this episode may completely change how you think about the category. Who This Episode Is For Appliance sales professionals, cooking enthusiasts, kitchen designers, and homeowners comparing Wolf and Miele speed ovens. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters 0:00 Why Speed Ovens Get Oversimplified 0:26 The Most Autopilot Luxury Appliance Category 0:51 Why Wolf Dominates These Conversations 1:42 The Hidden Problem with Package Selling 2:13 Why Most Customers Don't Understand Speed Ovens 2:53 Package Gravity vs Product Understanding 3:38 Why Some Brands Take This Category More Seriously 4:05 Miele's Inverter Technology Explained 4:28 Why Traditional Microwaves Behave So Differently 5:01 How Reheating Performance Changes 5:35 Is Wolf Actually Bad? 5:57 Why Customers Trust Wolf Instantly 6:23 Trust vs Technical Maturity 7:08 Why Weak Speed Ovens Hide So Easily 8:33 Who Actually Notices the Difference? 9:09 When a Speed Oven Becomes a Primary Cooking Tool 9:48 Why Miele Becomes Dangerous 10:12 Who Else Belongs in This Conversation? 10:51 Kitchen Identity vs Performance 11:13 The Hidden Truth About This Category 12:04 How Salespeople Should Position Speed Ovens 12:55 Why Miele Deserves More Attention #wolfappliances #miele #speedoven #luxuryappliances #cookingappliances #applianceindustry #appliancesales #kitchendesign #luxurykitchen #thesteelcodcast

    13 min

  7. 6d ago

    Thermador Emerald vs Bosch 500: The Package Sales Trap Nobody Talks About

    Free sounds like an easy decision. But in appliances, "free" can completely change how customers evaluate value. In this episode of The Steel CodCast, Anthony and Jon tackle one of the most interesting conversations in luxury appliance retail: Thermador's Emerald dishwasher versus the Bosch 500 Series. At first glance, the comparison feels simple. The Emerald often arrives as part of a larger Thermador package promotion. The Bosch 500 is one of the most respected standalone dishwashers in the industry. But that's exactly where the conversation gets complicated. Because this isn't really a dishwasher comparison. It's a conversation about psychology. The discussion explores: how package promotions reshape customer decision-making why "free" changes the way products are evaluated how value perception can overpower product comparison and why customers often stop asking important questions once incentives enter the conversation They also break down: where the Emerald fits within the Thermador ecosystem why Bosch built such a strong reputation in dishwashers how package sales create unique challenges for salespeople and why the strongest Thermador sales professionals don't sell the dishwasher at all One of the biggest takeaways: The winning sales strategy isn't proving the Emerald is better than the Bosch 500. It's helping customers understand the value of the entire kitchen package. Most importantly, the episode explains how salespeople can avoid getting trapped in product-versus-product debates and instead guide customers toward evaluating complete ownership value. If you sell luxury appliances, design kitchens, or are shopping for a premium appliance package, this episode provides a fascinating look into how buying decisions are actually made. Who This Episode Is For Appliance sales professionals, kitchen designers, and homeowners comparing Thermador appliance packages, Bosch dishwashers, and luxury kitchen purchases. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters 0:00 Introducing the “1-2-Free” Concept 0:24 Why Thermador Changed Luxury Appliance Sales 2:25 The Hidden Problem Inside the Promotion 4:04 Is the Emerald Actually a Bad Dishwasher? 5:35 Why the Word “Free” Changes Everything 7:06 Thermador Emerald vs Bosch 500 8:39 What Happens When You Remove the Logos 11:32 What Thermador Salespeople Should Do 13:04 How Great Salespeople Separate Themselves 14:16 Who Really Wins This Comparison? #thermador #bosch #dishwasher #luxuryappliances #bosch500 #thermadoremerald #applianceindustry #appliancesales #kitchendesign #thesteelcodcast

    15 min

  8. Jun 8

    Samsung’s Trust Problem: Why Attention Isn’t Creating Confidence

    Few appliance brands create stronger reactions than Samsung. Some customers love them. Some salespeople avoid them. And almost everyone has an opinion. In this episode of The Steel CodCast, Anthony and Jon tackle one of the most fascinating dynamics in the appliance industry: how Samsung became one of the most recognized appliance brands in the world while still struggling to earn complete trust from many retailers, salespeople, and customers. The conversation starts with a simple question: How can a company generate so much attention and still face so much skepticism? They break down: why Samsung continues to dominate awareness how innovation helps the brand stand out why customers are naturally drawn to technology-forward products and what Samsung consistently does better than many competitors when it comes to attracting attention But attention is only part of the story. The discussion dives into: where confidence begins to break down why salespeople often attach qualifiers when discussing Samsung how online narratives shape buying behavior and why service experiences can linger in the industry for years One of the biggest themes throughout the episode: The appliance industry has a very long memory. And trust is much harder to build than visibility. They also explore: the risks of innovation moving faster than customer confidence why highly connected products create both excitement and anxiety how retailer perception influences customer perception and why Samsung has become a symbol of a larger industry challenge Most importantly, the episode asks a bigger question: As appliances become smarter, more connected, and more feature-heavy... Are customers actually asking for more technology? Or are they looking for something simpler? If you work in appliance retail, manufacturing, service, or customer experience, this episode offers one of the most thoughtful discussions you'll hear about trust, innovation, and the future of appliance buying. Who This Episode Is For Appliance sales professionals, retailers, manufacturers, and anyone interested in Samsung appliances, customer trust, innovation, and appliance industry trends. Follow the Show New episodes of The Steel CodCast drop every day of the week, including weekends. Follow, rate, and subscribe wherever you listen so you never miss an episode. Chapters 0:00 Why Samsung Creates So Much Debate 0:25 Attention vs Confidence 1:06 The Question Retailers Keep Asking 3:10 What Samsung Gets Right 5:40 Why Attention Isn't Enough 7:23 The “Yeah, But...” Problem 8:54 How Online Reputation Shapes Buying Decisions 10:44 Innovation as a Double-Edged Sword 12:41 Why Service Still Dominates the Conversation 14:54 The Real Trust Challenge 16:29 What Samsung Represents for the Industry 18:56 Is More Technology What Customers Want? 19:11 How Salespeople Should Think About Samsung Today 22:35 Final Thoughts #samsung #appliances #applianceindustry #customertrust #innovation #appliancesales #retailsales #customerbehavior #salespsychology #thesteelcodcast

    23 min
See All (100)

Ratings & Reviews

5
out of 5
5 Ratings

About

The Steel Codcast is a daily podcast delivering expert commentary, industry insight, and real world perspective for professionals across the appliance industry. Hosted by Jon, VP of Sales, and Anthony, President of Steel Cod, the show blends evergreen education with breaking appliance industry news to help listeners sell smarter, position products more effectively, and stay current in a fast moving market.------------------------------------------------------------------------------------------------------Designed for appliance sales professionals, manufacturers, distributors, brand leaders, and independent dealers, The Steel Codcast covers appliance industry trends, sales strategy, and product positioning across every category. Episodes explore everything from small countertop appliances and mass market products to high end luxury appliance brands, built in appliances, and emerging technologies.Released Monday through Friday, the podcast delivers consistent commentary on appliance sal...

Information

  • Creator
    Anthony Fors and Jon Beresford
  • Years Active
    2025 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Show Website
    The Steel CodCast

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