RISING FUEL BILLS MAKE SELLING CONTROLS A REAL OPPORTUNITY

According to the poets “April is the cruellest month” but for many British householders, March 2011 could be pretty grim.

This is the month when many people receive their winter fuel bill statements and many are in for a shock as the cold weather and rising energy prices could make November, December 2010 and January 2011 some of the most expensive “energy months” for years.

It also makes it an important time for professional installers to take the opportunity to advise customers how they can “invest a little, to save a lot” by upgrading their heating controls if they are having any work done in their home.

Too many installers are “passive” or “reactive” and just do what the customer asks, rather than looking at every home visit as an opportunity to help the customer save money in the long term and improve their own profit margins.

And there are good reasons why, in many cases, the customer isn’t always right!

First, they almost certainly don’t know what answers or solutions are on the market.

So, with heating systems they will think they need a new boiler, and they may have some idea of the well known brands ..and that’s about it!

With controls it’s even worse, they may not have controls fitted at the moment of if they do, they will just assume they want a “straight swop.”

Most householders and most landlords simply have no idea of the choice and range of controls on the market, what they do, and how they can make a difference to their comfort level and fuel bill.

Remember, you are the expert. You’ve forgotten more than most occupiers will ever know about controls, so help them and advise them properly!

Second, most consumers don’t really understand their energy bill, so they are not sure why fitting controls can pay for itself in months.

If you just went by the news headlines you would assume that the three biggest users of power in the home are lighting, with all the fuss about low energy lamps; electronic appliances left on ‘standby’; and the absence of double glazed windows!

Yes, each of these has a part to play in reducing fuel bills but none of them are as important as having the correct heating and hot water system, with the right controls, set up in the right way for the consumer’s lifestyle.

Convinced? So how do you use this to start selling and up-selling?

The first step is to alert the customer to some well proven facts and we would reccommend you download, print out and hand out copies of CIPHE’s excellent guide to “Taking Control of Carbon".

Just 5 key points can make a convincing sales message:

• 84% of energy used in the average home is used to heat space or water


• Installing an efficient thermostat and thermostatic radiator valves can reduce the energy used by an existing boiler by up to 40%


• Turning a room thermostat down by just 1% can reduce heating bills by 10%


• And one final fact, this time from the Government’s Good Practice Guide 302: reducing the time the heating is on by just two hours a day can cut energy use by 6%


• Make your home as energy efficient as you can and you can save £300 plus every year on the average fuel bill ..and that saving is increasing every year energy prices go up.

Five simple facts that should make any home occupier listen to what you have to say.

Then the next step is to think properly about the solution you are going to offer.

Don’t just automatically offer a ‘straight replacement’ or think that you have to offer the cheapest option to get the job. Explain the options and the price difference. The vast majority of people will willingly spend a few pounds more to upgrade and buy better ..if they understand the benefits!

If the customer only has a simple thermostat, then the obvious first step is to add a timer …that can make huge difference to fuel bills.

The next step is to look at individual room control with TRVs, especially in larger homes with guest rooms or where older children may be away at University.

And, if the customer is concerned about the amount of work involved, then the choice of a wireless control system is the perfect solution.

In summary, the question to ask on every job is “How can you offer the customer a better solution based on a product or system that will create more value for you in terms of profit margin or add on sales?”

It’s not a case of selling and fitting something the customer doesn’t need but helping them understand the options and how a few pounds spent on controls today can save them money for years to come!

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