Be Specific About Energy Savings to Win More Lighting Jobs Posted on June 2, 2015June 23, 2021 by Amanda Wolf Business decision-makers often turn down opportunities to upgrade current lighting systems because they don’t understand the value of the new products and services presented to them. General information on lighting systems and energy savings doesn’t provide enough evidence to convince managers or executives to make a change. Construction and electrical professionals must use specificity when selling lighting systems to customers. General Information is Everywhere As pointed out by Electrical Construction & Maintenance, decision-makers face pitches for energy savings fairly regularly. They’ve heard the general information before from a multitude of vendors and may have even conducted their own research. Typically, these decision-makers settle for an inexpensive investment rather than splurging on a big price tag, such as purchasing LED or more efficient lamps in lieu of revamping an entire system. To alter this course and sell more technologically advanced and energy-efficient lighting systems, professionals must quote significant facts and figures that specify exactly how much customers can expect to save over time. For example, EC&M stated that letting customers know they could decrease energy use by 11 percent and save $1,800 per year is more compelling than simply reiterating the notion they’ll experience greater efficiency with a particular upgrade. The specificity of 11 percent and $1,800 lets customers better visualize and comprehend their potential investment. Delivering Product Information Customer Think explained one of the primary methods of measuring customer value is through product perception. A company evaluates customers based on how well those buyers view and understand the business’s products and services. If customers can’t discern how products or services will benefit them or if a particular product meets their needs, they won’t value your proposed services. On the other hand, information must be presented in a digestible manner. Too many options or overly complicated explanations will get in the way of the real message you’re trying to get across. It’s recommended that professionals provide three options to customers: One that offers minimal solutions, one that provides several key solutions and a third that would dramatically enhance the client’s operations. The goal is to embed the ideal proposal in between two that are either less appealing or more expensive than the customer would like. Electrical and construction professionals can further avoid confusing customers by outlining exactly which products are recommended, explaining the results each item can produce and then aligning those with precise customer needs. Without specifics, the value of an upgrade gets lost in the shuffle. Plus, specificity demonstrates an in-depth understanding of the customer’s business and needs. Taking Advantage of Rebates There are a number of utilities that offer rebates for upgrading to more efficient lighting, such as Xcel Energy’s Business LED Instant Rebate program offered to Minnesota Businesses that fall under the Xcel commercial rate. This program can save a business up to $15.00 instantly per installed Energy Star rated LED lamp. For more information on this program or other incentives in your area, contact your local Border States or visit DSIRE. Additionally, Border States works with construction and electrical professionals to help them offer energy audits for prospective customers. By performing an energy audit of a business’s current lighting system, professionals gain the data they need to provide clients with more specific savings estimates.
