Selling the second price tag

Energy costs key selling feature

When consumers shop for goods, they often buy based on price and features. But when it comes to energy-using products, there’s more to consider.

Your role as a salesperson is not only to help customers find the right balance between price and features but also to let them know about a product’s less obvious benefits.

Here are a few things you need to know about the first and second price tags.

  1. The first price tag is the unit’s purchase price.
    Most consumers understand that the more features they want in a product, the more they are likely to pay. However, they mistakenly believe that energy-efficient products always cost more than conventional units. In fact, there’s very little difference in price between energy-saving units and energy gluttons
  2. The second price tag is the amount of money a customer will save in the long run.
    Consumers don’t always take into account the cost to operate a product such as a major appliance. But they should. The more energy efficient the appliance, the less energy or water it uses, the more the customer saves in utility bills over the life of the unit.

The second price tag also tells you that a unit is good for the environment. No one likes waste, and most consumers are willing to do their part to conserve natural resources. By discussing a product’s long-term energy consumption with customers, you help make them aware of products that reduce our collective environmental footprint and save money on utility costs. That’s good news for everyone.