Remember the Hierarchy of Factors

You may recall Seth Godin’s hierarchy of factors that cause a non-business-owner to say “yes” to a proposal made in a business-to-business setting: avoiding risk, avoiding hassle, gaining praise, gaining power, having fun, and finally, making a profit. When you approach a prospect with an energy solution, you would be wise to keep this hierarchy in mind. Even if you believe your offering will generate all kinds of savings, for example, if it is perceived to be a risky investment or too much of a hassle to pursue, you’ll likely not prevail.