Some appliance brands have the product, margin, and support to win, yet they still struggle to gain traction. In this episode of The Steel CodCast, Anthony and Jon are joined by Stuart Stone, Chief Commercial Officer of Royal Green Appliance Companies, to unpack why being “almost there” is often harder than starting from scratch.

The conversation pulls back the curtain on what actually holds brands back once the fundamentals are in place. Stuart shares real world perspective from the C-suite and the showroom floor, breaking down why price pressure, brand baggage, overinvestment in digital features, and weak sales positioning can quietly stall momentum. The group also dives into brands that have lost ground, brands on the cusp of a comeback, and categories that deserve far more attention than they currently get at retail.

This episode offers rare insight for appliance professionals who want to understand how manufacturers think, why sales teams hesitate to embrace certain brands, and what actually moves the needle when a product is close but not closing. If you sell, train, or lead in the appliance industry, this conversation will sharpen how you evaluate brands, features, and long-term positioning.

Who This Episode Is For

Appliance sales professionals, showroom managers, manufacturer reps, and industry leaders who want deeper insight into brand strategy, sales training, and why some products stall despite strong fundamentals.

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Timestamps

• 00:00 Introducing Stuart Stone and why this perspective matters
• 01:00 Why some brands look perfect on paper but stall in reality
• 02:30 Is price pressure the final hurdle or just part of the problem
• 05:00 Brands that are close and what is still holding them back
• 10:45 Viking’s brand baggage and the challenge of regaining trust
• 13:30 How sales teams decide which brands are “worth the effort”
• 18:30 Features manufacturers invest in that customers do not value
• 22:30 When digital features become a distraction instead of a benefit
• 28:00 Categories that should sell better but consistently underperform
• 32:30 Training salespeople to stop being financial advisors
• 38:30 What manufacturers and retailers should actually fix next
• 45:00 Final takeaways on brand momentum and positioning

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