CHANGE FOR THE
BETTER WITH
1 ENERGY STAR
Products that earn the ENERGY STAR® prevent
greenhouse gas emissions by meeting strict energy
efficiency guidelines set by the U.S. Environmental
Protection Agency and the U.S. Department of Energy,
www.e n ergystar.gov
Premier Lighting: Displaying the
ENERGY STAR® Difference to
Customers - An ENERGY STAR Lighting
Showroom Project
Acting on the demand for energy-efficient lighting, Linda
Pavletich, owner of Premier Lighting, Bakersfield,
California, expanded her client base, increased sales by
$25 to $30 per fixture, and improved customer
satisfaction. She accomplished all this by becoming part
of the growing movement to stock, display, and sell
ENERGY STAR qualified lighting fixtures in her
showroom. According to Linda "ENERGY STAR has
made selling [energy efficient] lighting effortless. My
sales and profits are growing and the products truly sell
themselves."
Recognizing and Satisfying Customer Demand
Linda is capitalizing on the growing demand for energy-
efficient residential lighting. There are an increasing
number of customers visiting her store looking for high
quality, attractive, energy-efficient fixtures. With the
California energy crisis bringing building efficiency into
focus, inspectors have finally begun a "full enforcement"
campaign of the Title 24 requirements for lighting energy
efficiency in homes.
" We don't have to 'sell' the ENERGY STAR
lighting to customers, the lights sell
themselves!"
—Linda Pavletich, owner, Premier Lighting
A year ago, Linda knew that, this was the highest area of
potential growth for her business, and so she decided to
join the ENERGY STAR/ALA pilot program. Her first
experiment with selling ENERGY STAR qualified fixtures
proved extremely successful, with customers showing an
"overwhelming enthusiasm" for the new fixtures on
display.
With over 100 ENERGY STAR qualified fixtures and
ceiling fans on display in special designated areas,
Premier Lighting's sales continue to grow. Linda
prepared herself for a boom in business by choosing a
wide variety of ENERGY STAR qualified fixture styles
and finishes.
A key to Premier Lighting's success was introducing the
showroom to a growing marketplace for ENERGY STAR
qualified lighting. Linda accomplished this by inviting
homebuilders as well as city and county inspectors to an
ENERGY STAR breakfast to market her showroom as
THE place to buy ENERGY STAR.
New customers were drawn into the showroom by the
ENERGY STAR name. They "showed an immediate
interest" in the high quality products they saw at Premier
Lighting from brands like Wilshire and Sea Gull Lighting.
The ENERGY STAR breakfast proved to be a model
event that helped Premier Lighting identify new markets
for energy-efficient lighting. As a result of holding the
ENERGY STAR breakfast, Premier Lighting acquired
business from a large homebuilder, who later purchased
200 ENERGY STAR qualified fixtures for a new
development.
Securing High Customer Satisfaction & Profits
Lighting fixtures earn the
ENERGY STAR based on
their high quality and
energy efficiency. As a
result, they easily stand
apart from less advanced
lighting products. Premier
Lighting utilized side-by-
side comparisons
between ENERGY STAR
qualified lighting and
SEPA
United States
Environmental Protection
Agency

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products and information. Linda was able to build on her
reputation through personal meetings with local
homebuilders where she demonstrated the benefits of
ENERGY STAR qualified residential lighting.
Thanks to the ENERGY STAR lighting program, Linda is
prepared for another year of record sales. She plans to
expand her showroom and display more ENERGY
STAR qualified fixtures, and has confidence that the
ENERGY STAR name will continue to draw in new
customers.
"ENERGY STAR fixtures make customer
satisfaction easy in a competitive market"
-Linda Pavletich, owner, Premier Lighting
other fixtures. Linda notes that the "superiority of
ENERGY STAR fixtures is immediately apparent to the
customer when they compare them to non-ENERGY
STAR fixtures." Also, with a price difference of $25 to
$30 per fixture, there are increased profits in every
ENERGY STAR sale. "When given a side-by-side
comparison, customers always choose the ENERGY
STAR," says Linda.
Comparing the quality of ENERGY STAR qualified
fixtures was easy for Premier Lighting's customers.
Many homeowners came into the showroom unaware
that energy-efficient fixtures could be elegant and stylish.
One customer came into the store and saw a fixture that
had just been pulled from the stockroom. "We plugged it
in and boom, the fixture just came right on with beautiful,
high-quality light." The customer ordered four without
even asking the price. Linda also comments that, "once
customers are aware of the two-year extended warranty,
they always choose the ENERGY STAR fixture."
Seeing is Believing: Sales Strategies that Work
Maximizing the benefits of ENERGY STAR means
strategically marketing, displaying, and stocking
ENERGY STAR qualified products. Premier Lighting
stocks a large range of fixtures and task lights for the
bath, kitchen, and dining areas.
In addition to advertising, informational sessions for
potential customers proved to be a great marketing
strategy for Premier Lighting. Gaining the trust of
customers and city officials set Premier apart in the
community as a source for ENERGY STAR qualified
&EPA
United States
Environmental Protection
Agency
Helpful Hints and Sales Tips
S* Create a dedicated ENERGY STAR department to
display ENERGY STAR qualified lighting.
>	Use the well recognized ENERGY STAR mark to
help promote the showroom.
§" Train your sales team to educate customers about
the benefits of ENERGY STAR qualified lighting.
p Stock a large selection of ENERGY STAR qualified
fixtures to provide products for all applications.
p Establish good relationships with ENERGY STAR
manufacturers, so you can easily order additional
ENERGY STAR models and take advantage of
available products.
>	Advertise your ENERGY STAR products through
local media.
P Keep abreast of state or local utility incentives for
ENERGY STAR qualified lighting and communicate
these incentives to end-users, builders, and
contractors.
For More Information...
on the business opportunities of selling ENERGY STAR,
contact Jeffrey Schwartz, ICF Consulting, at 518-452-
5986, or by e-mail atjschwartz@icfconsulting.com.

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