# Presentation: 293269

## ENERGY STAR Residential Lighting Background and Selling Tips for Lighting Sales Staff

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## ENERGY STAR and ENERGY STAR Qualified Products Background

## What is ENERGY STAR?

- ENERGY STAR is the symbol for energy efficiency, making it easy for consumers to identify high-quality products that save money and help protect the environment.
- Participating manufacturers can use the   ENERGY STAR label on lighting products that meet strict federal standards for quality and energy efficiency.
- Three ENERGY STAR Lighting Programs
- Residential Light Fixtures
- Screw-Base Compact Fluorescent Lamps (CFLs)
- Ceiling Fans

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## Other ENERGY STAR Labeled Products 

- 	Clothes Washers		HVAC Systems
- Refrigerators 		Roof Products Computers		Insulation
- TVs & VCRs		Windows
- Home Audio		Copiers
- DVD Products

**Now Over 40% of consumers**
** ****recognize the E****NERGY ****S****TAR**** Label.**

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## Why is the Environmental Protection Agency Involved?

- 	By using energy-efficient lighting, less energy is generated by your local utility, decreasing the amount of fossil fuel burned, which results in less pollution.

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## ENERGY STAR Labeled Indoor Light Fixtures

- Complete fixture, ballast, and bulb
- Excellent color rendering (> 80 CRI)
- “Dedicated” pin-based bulbs
- Flicker-free, no hum or buzz
- 2-year warranty
- Instant-on
- Laboratory verified

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## ENERGY STAR Labeled Outdoor Light Fixtures

- Has Auto shut-off during daytime (photo cell)
- Reduces energy use at night in two ways:
- Uses an energy-efficient bulb (CFLs)  _OR_
- Has incandescent bulbs with a motion sensor
- 2-year manufacturer warranty

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## ENERGY STAR Labeled Residential Light Fixtures and Applications

_**Pendant Mounted**_
- foyers, kitchens

**Also available: E****NERGY**** S****TAR**** outdoor fixtures for the yard, walkway, facade lighting**

_**Portable**_
- living, bedroom
- home office

_**Surface Mounted**_
- hallways, kitchens,
- baths

_**Wall Mounted**_
- baths, living

_**Recessed **_
- living, kitchen,
- hallway

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## ENERGY STAR Labeled Light Bulbs

- Compact Fluorescent Lamps (CFLs) offer the same bright, warm light as incandescent bulbs and
- Use 75% less energy
- Last 6 to 10 times longer than incandescent bulbs † -- generally about 4 or 5 years!
- Are perfect in hard-to-reach or high-use fixtures
- Perform with advanced technology—no hum or flicker from the days of older fluorescent technology
- † Based on a minimum CFL life of 6,000 hours versus a 1,000-hour life of an incandescent.

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## ENERGY STAR Labeled Ceiling Fans

- May offer energy-efficient lighting.  Consumers can save two ways: by purchasing an ENERGY STAR qualified fan/light combination or by adding an ENERGY STAR labeled light kit to a qualified fan.
- Are 40% more efficient when ENERGY STAR qualified lighting is selected over standard fan/light combinations.
- Can reduce lighting energy consumption by 60 to 80% by choosing efficient lighting.  This cool-to-the-touch lighting allows the fan to cool you, not the air around hot incandescent or halogen light bulbs.
- Move air up to 20% more efficiently than conventional fan models due to more efficient motor and blade designs.

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## Why Sell ENERGY STAR?

## Increase Your Sales With New Technology

- Build customer loyalty and repeat business by recommending a better product
- Increase monthly/annual $ sales volume
- Earn higher profits

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**Notes:**
Objective:  Show sales associates and department heads that it is in their best interest to promote ENERGY STAR lighting products to consumers. (Time: 1:30)

Notes:
 You can promote ES lighting products to hit your sales goals. 
 When you recommend a product, and the customer is happy with it, they will remember.  Customers come back to stores that provide value.  
 ES CFLs cost more than a regular incandescent bulb.  ENERGY STAR fixtures also tend to cost more than regular fixtures (usually because they include the fluorescent bulb).  Since ENERGY STAR lighting products are more expensive, it is easier for retailers to hit a monthly or annual sales goal simply by selling more of these higher-priced products.   
 The $-per-unit profit margin on a CFL is much greater than the profit margin on an incandescent bulb.  So, selling CFLs not only increases your annual $ sales volume -- it also increases your profits.  

Transition:  Let’s talk some more about how CFLs can generate greater profits - It may sound surprising when you sell so many incandescent bulbs! 

## Bring Added-Value to Your Customers

- Long life
- High-quality products
- Save energy
- Save money
- Aesthetically pleasing
- Environmentally friendly

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## Sell Less – Make More Money with ENERGY STAR Labeled Energy-Efficient Bulbs

**Sales**: ($0.30 x 8) = $2.40
**Profit**: ($0.15 x 8) = $1.20

**Sell Less – Make More Money with ****E****NERGY**** S****TAR**** Labeled Energy-Efficient Bulbs**

**Sales**:  $8
**Profit**:  $3

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**Notes:**
Objective:  Provide an example to demonstrate that the retailer can profit from selling CFLs.  (Time: 1:30)

Notes:
 Lets look at an example. (The $ figures here are typical, but will vary among retailers.  This slide is meant to illustrate the potential profits.)
 CFLs last 8 times longer than incandescent bulbs.  As a result,  retailers will sell fewer of them to customers over time.   
.The profit per incandescent bulb is around $0.15/bulb.  Over 8 bulbs the retailer will earn $1.20 in total profits. 
 Profit for one CFL is around $3.00. 
 BOTTOM LINE:  
 The retailer makes more money by selling one CFL than by selling 8 incandescent bulbs. 
In this case, the retailer would have to sell 20 incandescent bulbs to make the same profit as selling one CFL.  

Transition:  So now you see how promoting ENERGY STAR lighting products can help your store.  But how do you get consumers to bite? 

## Tips for Selling and Promoting ENERGY STAR Qualified Products

## 1. 	Use Compelling Consumer 		Messages 

- 	ENERGY STAR qualified lighting meets the #1 concern of consumers – long life. ENERGY STAR qualified light bulbs last, on average, 4-5 years (compared to under a year for incandescent).  This means less bulb changes for your customer!
- 	ENERGY STAR lighting matches the warmth of incandescent bulbs, but produces much less heat and is cool to the touch. Incandescent bulbs convert only about 10% of the energy used into light; the rest is emitted as heat. Working under and living with ENERGY STAR lighting is _not_ uncomfortably hot.
- 	ENERGY STAR lighting uses up to 75% less energy which means your customers will have lower electricity bills, while protecting the environment.

**Long Life**
**High Quality**
**Saves Money & the Environment **

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## 2. 	Use Sales “Pocket Cards” On 	The 	Sales Floor 

**Pocket Cards are available to you for use on the sales floor**
**Useful reminders on how to sell E****NERGY**** S****TAR**
**Facts and figures on the benefits of E****NERGY**** S****TAR**** qualified lighting that you can use with consumers**
**Visit **_**www.energystar.gov/OPIE**_** or contact your E****NERGY**** S****TAR**** account representative to receive pocket cards**

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## 3. 	Show Consumers Lumens vs. 	Watts

- Power Usage ($) = WATTS

- Light Output = LUMENS

**Lighting efficiency is determined by the amount of useful lumens you get for each watt of electricity,**
_**you want lumens not watts**_**! **

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## 4.	Show How Incandescent Bulbs 	Waste Energy

** ****10% Light**

**90% Heat**

**100% Electricity**

**Incandescent bulbs convert only 10% of electricity used into visible light. CFLs are approximately three to four times more efficient at converting electricity into visible light.**

- Source: http://www.greenliving.org/healthyliving/lighting.html

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## 5. 	Lead By Example: Display Energy-	Efficient Bulbs, Fixtures, and Fans

- Use energy-efficient bulbs in your store
- Lower your cooling costs and electric bill
- Change bulbs less frequently
- Improve comfort for your customers and employees

**“****The switch to CFLs made the product look better, increased our business with folks coming in all day long and staying longer, increased comfort level of the showroom for our staff, lowered our cooling costs by about 20%, reduced our electric bill by 30%, and we are not changing the bulbs all the time any more.“**
***-- Dale Tiffany, Inc.***

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## Useful Lighting Tips

- ENERGY STAR has color temperatures of 2700K and 3000K to match the “warmth” of incandescent
- Design Rule-of-thumb:  Divide incandescent wattage by 3 to determine the equivalent wattage and light output of an ENERGY STAR

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## How to Find ENERGY STAR Partners and Qualified Products

## Where Can I Find Information on ENERGY STAR Lighting Partners and Products?

- Visit _[http://www.energystar.gov/products](http://www.energystar.gov/products)_
- Scroll down to Lighting section
- Choose a product category
- View qualified models and participating partners

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## More Information

- For more information on energy-efficient lighting or *Change a Light, Change the World*, please contact your ENERGY STAR account representative or EPA’s ENERGY STAR Communications Team:
- Wendy Reed
- 		_[Reed.Wendy@epa.gov](mailto:Reed.Wendy@epa.gov)_
- 		(202) 564-1253
- Peter Banwell
- 		_[Banwell](mailto:Banwell.Peter@epa.gov)__[.Peter@epa.gov](mailto:Banwell.Peter@epa.gov)_
- 		(202) 564-9408

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