Trojan Horse Basics


When it comes to proposing energy efficiency changes, it may seem overwhelming to your prospects.  They may perceive it to be a hassle-filled process with paperwork and government interference, or something that has little value to them.  As with any Selling Energy strategy, you’ll have to ask yourself how to overcome their objections.  

Trojan Horse Basics

Here are the basics.  A Trojan horse is only useful if the people inside the castle think that the horse is worth bringing in.  If you say, "I'm going to do __________ and install _________ and it will cost _______," it’s unlikely they’ll bring it through the gates.  It might seem unnecessary, frivolous or inconvenient.  It’s also possible that they don’t understand what you’re offering or how it might benefit them. 

This is when it’s essential to frame what you’re offering in a way they can understand. Do your research and offer your findings in a format that is easy to assimilate.  

For example, if you’re pitching to a multi-tenant building you might say, “If you make some changes you might be able to attain an ENERGY STAR® label.  Neighboring properties that have already attained that credential report that they have had an easier time attracting and retaining tenants as well as charging higher rents.  If you have a lower score than you thought, you might be interested in working with us to improve the energy efficiency of your building.” 

This is just one example of many; however, this kind of communication works nine times out of ten.  I’d come right out and say it.  “That's why we do this.”  In the end, that is what rings true: being honest with your client about your “why” and how your offerings bring genuine value to the table.  These are the most important parts of the Trojan horse you’re building and the most likely way you’ll be invited in.

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Posted by Mark Jewell

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