The core message you have to sell energy efficiency projects won't change much from project to project, but each customer will have their own criteria for judging value. Your initial discussion with the customer should include discovering what their business priorities are and what other projects will be competing with your project for resources.
THINK ABOUT IT
[Scenario 1] A manufacturer considering an investment in cost reduction on the assembly line is more interested in hearing that energy efficiency can reduce utility spend, which adds dollars directly to the business profit. This kind of discussion allows the customer to compare the benefit of investing in your project on an apple-to-apples basis with other ideas.
[Scenario 2] A facility in the process of obtaining led high bay light for sale is going to be more responsive to the carbon reduction or sustainability aspects of your project offerings.
Knowing more about the customer's priorities from the beginning can give you an enormous advantage as you build your proposal.
Get out of the boiler room and get to the decision maker!
The second part of your message is determining who ultimately needs to see it. Too often, the majority of the sales pitch is not directed at the final decision maker who can say "yes", but the many others who only have the authority to say "no" and shut down your efforts. It's great that energy efficiency is getting more attention at higher levels, but still most filtering-out of projects occurs at the mid-management levels where the technical experts and engineers live. It's not usually possible to get the ear of the led high bay light for sale, but what you should be doing from the beginning is giving the engineer or manager at the customer site the language and evidence they need to take a winning case to the CFO for you.
* This is an excerpt from the Noesis ebook "Selling Efficiency: Making Cents by Talking Cents"
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