How to sell business energy
By Qazi Shahroz
Last updated:
Selling business energy well comes down to a fast, calm first call, careful qualification of the bill and the contract position, honest answers to objections, clear disclosure of your fee, and steady follow-up. This guide walks through each stage for brokers working with live enquiries, where the business has asked to be contacted but the details still need confirming.
The first call
The first call confirms who you are, why you are calling and what the business asked for. Keep it short, friendly and specific to the enquiry.
Open with your name, your company and the enquiry: "You asked for business energy quotes earlier today, so I'm calling to help with that." A business owner who has just filled in a form is expecting the call, but may not remember the details, so a clear reminder matters.
Speed helps. An enquiry is warmest in the first few minutes, before the owner has moved on to something else. Route new leads to someone who can call straight away and decide who calls when that person is busy.
Our guide to speed to lead for energy brokers covers set-up and the call routine.
Establish the contract position
Ask when the current contract ends on the first call. Our leads don't include a contract end date, because many owners don't know it and a longer form loses enquiries.
Ask in a way that makes it easy to answer: "Do you know roughly when your current deal ends, or do you have a recent bill or renewal letter to hand?" If the owner doesn't know, offer to check with their permission using a letter of authority, or ask them to send a recent bill.
The answer changes what you do next. A business near renewal can be quoted now. A business locked in for another year goes into your follow-up list with a date. A business out of contract or on deemed rates may need help quickly. Never assume an enquiry means the business is ready to switch today.
Qualify the bill and the decision-maker
Confirm the current supplier, the fuel, the approximate monthly bill and who signs contracts. Then confirm the supply details you need to price a quote.
A lead tells you the business, the contact, the supplier, the utility and the monthly bill band. On the call, confirm each of these and add what suppliers need: the meter details, the annual usage and the site address. The quickest way is a recent bill, which shows the supply numbers and usage in one place.
Check you are speaking to the person who can sign. If not, find out who can and how decisions are made. A great quote presented to someone who can't approve it usually stalls.
Presenting quotes
Show a small number of clear options, explain the difference between them in plain English, and let the owner decide without pressure.
Two or three options is usually enough: for example a fixed contract, a longer fixed term and a flexible option where it suits. Explain the term, the unit rates, the standing charge and any differences that matter, such as green tariffs or payment terms.
Avoid promising savings you can't evidence. Compare like with like, and if the current deal is genuinely competitive, say so. That honesty is remembered at renewal.
Handling common objections
Most objections are about timing, trust or price. Answer them honestly, offer to follow up at a better time, and record what was said.
"I'm in contract": agree a follow-up date before the renewal window and ask permission to call then. "I've had lots of calls": acknowledge it, explain clearly who you are and what you can do, and keep the call short. "I'll think about it": ask what they need to decide and agree when you will speak next.
"Why should I use a broker?": explain that you compare several suppliers, handle the paperwork and tell them what you are paid. If the owner still isn't interested, thank them and stop. Pushing harder harms your reputation and risks complaints.
Disclosing your fee
Tell the customer how you are paid before they sign. Suppliers include broker fees in a contract's principal terms for contracts signed from 1 October 2024.
Explain it simply: whether your fee is built into the unit rate, the standing charge or both, and roughly what it amounts to. Owners who understand your fee are less likely to feel misled later, and more likely to come back.
Read more in energy broker commission and disclosure rules.
Following up well
Follow up on a fixed schedule, using calls, email and text where you have permission, and log every attempt so nothing falls through the gaps.
For enquiries you can't reach, make several attempts at different times of day. For businesses in contract, set a reminder well before the renewal window. Keep the status of each lead up to date in your sheet or CRM so the whole team can see where it stands.
If a lead turns out to be faulty, such as a wrong number or a domestic property, report it under the replacement policy: faulty leads within 48 hours of delivery, and no-response leads after 5 unanswered calls at least 12 hours apart, reported within 7 days.