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Selling Energy Efficiency: Quantified vs. Monetized Benefits

22 Aug , 2014  

Quantify and Monetize

SellingEnergy.com, August 21, 2014

If you read my last two blog posts, you know that people are motivated by a wide range of efficiency drivers. The ones I discussed are only the tip of the iceberg, and as an efficiency sales professional, it’s your job to determine all of the possible drivers for your product or service in your target market. One of the best ways to do this is to talk to your previous customers and find out what benefits they experienced in the wake of the project. You may discover that your customers are enjoying benefits they didn’t originally expect to enjoy, and you can leverage this information when convincing a new prospect to buy. If you’re going to take this route, you need to know which benefits can be quantified, and which benefits can be monetized.

A couple of years ago, I was privileged to be a speaker at a utility awards ceremony. The utility was recognizing folks who had received the largest rebates in the preceding year. In this case, the top award went to the president of a large gourmet vegetable farm. In his acceptance speech, the president graciously thanked the utility for giving his company $2.7 million in the preceding year to make his brand new nursery greenhouse more efficient from a gas perspective. He was quick to note that the biggest savings came not from the reduced gas bill, but rather from the increase in crop yield. It turns out that the demand control ventilation system they installed in the greenhouse to accomplish the gas savings actually allowed him to better control the CO2levels in the greenhouse. This resulted in a 15% higher yield of the vegetables that were being grown in that greenhouse.

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By Mark Jewell, author of Selling Energy: Inspiring Ideas That Get More Projects Approved! This content is excerpted from Jewell Insights, Mark Jewell’s daily blog on ideas and inspiration for advancing efficiency. Sign up at SellingEnergy.com.

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