The Basics of Selling LED Lighting

Over the last couple years LED technology has advanced so drastically that a consumer who looked at LED products 12 months ago would think that those same products came out of the Stone Age today. If you happen to be one of the competent professionals out there, tasked with selling LED Lighting to end users, this can be both a blessing and a curse.

As with any sales cycle it is always a best practice to keep track of the consumers that you met with and what the end result of that meeting was. By doing this you are able to remember pain points of that customer, buying signs, general objections, concerns, and products that you offered them. After reviewing this information it makes a follow-up call that much simpler and more direct resulting in a higher chance of a new meeting. The down side to doing this with a customer that has already passed on LED's is that; nine times out of ten, the customer feels that an upgrade to LED's in way to expensive. So, how do we sell LED's to these individuals as well as new clients? The answer is simple; understand your audience and make the cost of the product so low that it would be a bad business decision NOT to upgrade. Quite enough, the price points on LED's have come down now to the point that, after an analysis and comparison, the cost to upgrade vs. the cost to continue running the current lighting system yields an average ROI of 3 years. With the price issues settled, lets turn our attention to the other main aspect of an LED Lighting sale.

Understanding your audience:

In every sales organization they preach, "understand your target audience." The last thing you want to do is take a sales approach that targets a certain audience when, in realty, you are presenting to someone who has no clue what you are talking about. Remember, not every person you present LED Lighting to understand what a kilowatt hour is or has any idea what the electrical terminology you are using means. You have to focus on the basics first:

1. What is going to drive this person to buy LED's from me?

2. What are their pain points with their current lighting system?

3. What is their timeline?

4. Have they looked at LED's before? (assuming this is a new client)

5. If so, why did they not purchase them?

If you start off with these generic questions you will be able to figure our what the customers interests are as well as their level of knowledge. Once you nail those two things down, all you have to do is match the information you are delivering to them with their knowledge level. This will allow you to build rapport that will help you through the rest of your sales cycle.