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Training Guide for retail sales staff - Energy Labelling

Training Guide for retail sales staff - Energy Labelling

Section 3. Selling

Section 3. Selling Energy Efficient Appliances 3.1 WHY SHOULD YOU SELL ENERGY EFFICIENT APPLIANCES Reference: Information Manual Section 4 METHOD CONTENT RESOURCES 5 minutes WHY SHOULD YOU SELL ENERGY EFFICIENT APPLIANCES STATE / READ Introduction Page 22 Market research carried out in NSW and Victoria as part of phase 1 of the ‘Reach for the Stars’ Program clearly indicates that there is a very high level of consumer awareness of the Energy Rating labels and a high and growing level of influence of the labels when consumers purchase an appliance Some of the key market research results which you should be aware of when selling appliances are: SHOW AND Why Should you Sell Energy Efficient Appliances? DISCUSS • 89% of appliance consumers were aware of the Energy labels on star rated appliances, and of these 81% are influenced by the Energy Rating labels when purchasing an appliance; • 75% of consumers surveyed indicated that they used the Energy Rating label in a positive way, which could lead them to purchasing a more energy efficient appliance; • 10% of consumers only buy appliances with high star ratings; and • 25% of appliance consumers are actively looking for the star ratings. These results highlight the growing market of ‘green consumer’ just waiting to be tapped into. Retailers who promote high star rated appliances and sales staff who have a good knowledge of the labels definitely stand to benefit from this growing market. W/B 20 W/B 20

3.1 continued METHOD CONTENT RESOURCES SHOW Galaxy Energy Awards DISCUSS Galaxy Energy Award winning appliances are those electrical and gas appliances demonstrating the highest level of energy efficiency in their class. STATE / READ They are “the cream of the crop.” The Galaxy Energy Award winning appliances are easily identified as they will have the highest star ratings and are the most energy efficient appliances on the market. To help consumers more easily identify the Galaxy Energy Award winning appliances manufacturers and retailers are encouraged to display the Galaxy Energy Award logo on all winning appliances and in brochures and advertising. They are also listed in the Galaxy winner’s brochures, Consumer Buyer Guides and on the national energy rating and Galaxy Award websites. Under the ‘Reach for the Stars’ Program there is also a category of Energy Smart appliances. These are simply those appliances that are in the top 20% in terms of energy efficiency. They are identified in the Consumer Buyer Guides available to all sales staff. Another important role for appliance sales staff is to educate customers about the new Energy Rating label. Some customers may be confused by the change to the label, so it is important for you to have a clear understanding of the new label and how it can help customers make an informed decision in purchasing an Energy Smart appliance. An added bonus is that Galaxy Energy Award winning and Energy Smart appliances usually sell at higher price points. So by recommending only these appliance you will undoubtedly improve your sales figures and be rewarded. Another reward could come through the Galaxy Energy Awards. W/B 20 W/B 21 Page 23

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