Reframing Efficiency for Healthcare
Today, we’re going to discuss how to reframe the benefits of efficiency when selling to prospects in the healthcare industry.
Non-profit healthcare: How much additional revenue do you think a non-profit healthcare organization would have to capture to equal $1 in energy savings? I think you'll be surprised to learn that it's $20 in new revenues for hospitals and $10 in new revenues for medical office buildings.
A Budget Director at a non-profit healthcare organization is probably not going to get up in the morning and say, "I wish I could save some terms today" or "I sure hope I can save some kilowatt-hours when I get to the office." Rather, he or she is far more likely to say, "How are we doing with revenue growth and profitability? Do we have positive figures to report to our backers? What do we need to do to remain viable financially?"
Bottom line, if you say to your prospect, “Every dollar that you save in energy is equivalent to getting $20 in new revenues,” you're telegraphing something that they care about and using a yardstick that they use regularly to measure their own success.
For-profit healthcare: In the for-profit healthcare industry, every 5% reduction energy cost can boost earnings per share by a penny. That would mean a hospital, medical office, or nursing home that is publicly traded would likely experience a one-cent increase for every 5% reduction in energy cost. When you’re selling in the for-profit healthcare sector, earnings per share is a very significant metric, and it’s one that would help your prospect immediately see the value in your project.
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