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Sunset | Windmills | Energy EfficientFor many years, our industry has attempted to calculate payback periods for higher up front investments in more energy-efficient fenestration products. We’ve attempted to educate the public about U-factors, Solar Heat Gain Coefficients and Visible Transmittance to help them understand how highly energy-efficient products work. But maybe all those calculations and explanations are not as important as we once thought. Maybe we need to get back to the basics – a focus on the five senses which impact daily human life. For many of you, this is not earth-shattering news. But some of you may see a new way to approach selling your energy-efficient products in the new year.

I found this article by Robert Bean, R.E.T., P.L. (Eng.), Indoor Climate Consultants Inc., pretty interesting. While reading it, I realized how common sense this concept really is, but the significance of a focus on selling creature comforts rather than energy savings, environmental impacts and paybacks does seem to be somewhat overlooked in many current discussions about sustainability, energy use and carbon footprint.

We are all well aware of the occupant comfort impacts that high quality, efficient fenestration products provide, so let’s refocus our messages to consumers to communicate these basic benefits. Although consumers have become more educated in recent years, it seems there’s just no fighting human nature – providing a safe, comfortable indoor environment is likely to resonate with the masses regardless of how educated they are about product performance and without the need for complex technical explanations.

Maybe this is just getting back to the Marketing 101 concept of WIIFM (what’s in it for me), but it may offer a fresh perspective for sales and marketing teams as well as for technical professionals who are writing performance standards with sustainability and energy-saving objectives in mind.