• • • LIGHTING & LIGHTING CONTROLS • • •
The changing landscape of lighting systems
As the focus in the lighting industry moves from individual products to complex lighting systems, sales professionals need to build upon their technical expertise, and strategic selling techniques to remain competitive
efficiency, smart controls and long-term value rather than just upfront costs. Understanding regulations, sustainability frameworks and circular economy principles is just as important as knowing product specifications.
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The change in demand for complete and often complex lighting systems means those operating in sales need to have a strong grasp of the entire lighting technology portfolio, such as LEDs, smart controls and DALI systems. This needs to run in parallel with knowledge of how these fit into the wider building and urban infrastructure. For sales teams, this leap from purely understanding their products, services and the technology that surrounds them, although still a crucial part of their role, now requires a whole system solution-driven approach that clearly aligns with customer needs.
Successful sales teams must adapt by becoming trusted advisors capable of demonstrating not just the features of a lighting product but its role in enhancing health, reducing environmental impact and delivering long-term operational savings. Sales professionals must take on an advisory role, engaging with customers to understand their key priorities, whether that’s optimising energy use, meeting regulations, enhancing user experience, or ensuring long-term viability.
raditional product-focused sales approaches are giving way to solution-based strategies, where customers seek expert guidance on
As sustainability requirements become more stringent, understanding environmental standards and circular economy principles becomes increasingly important. Customers expect suppliers to provide solutions that not only meet efficiency and compliance standards but also support long-term sustainability goals, such as Net Zero carbon commitments. Being knowledgeable in areas like remanufacturing, lifecycle assessments and embodied carbon can give sales teams a competitive advantage.
The digitalisation of lighting is another area where sales teams must enhance their skills. The rise of IoT-enabled lighting, data-driven building management and human-centric lighting means that discussions now extend beyond luminaires and drivers to include software integration, interoperability and user experience. Understanding how these technologies interact within smart buildings and connected cities will be crucial in addressing customer needs and demonstrating added value.
The lighting sector is in the fortunate position of having industry bodies, such as The LIA, which provide valuable resources for continuous learning and professional growth. With a range of certifications, courses and events, sales professionals can access tailored development opportunities that keep them informed about emerging technologies, regulations and market trends. Whether through in-person events, online
resources, or specialised workshops, these initiatives allow individuals to hone their skills and build a social community to share ideas, and common challenges. One of The LIA’s key offerings is a series of
industry-leading sales development courses. These courses have been designed by the sector, for the sector, ensuring that they are highly relevant and aligned with the real-world challenges faced by professionals. The courses go far beyond simple product training, providing participants with the tools they need to engage in consultative selling. Sales professionals are learning to support large-scale installations and systems integrations, ensuring that lighting solutions are seamlessly incorporated into broader construction or renovation projects. Teresa Beazley, Commercial & Training Manager at The LIA, explores how formal training plays a significant role in supporting businesses to meet their customer demands by taking a whole-system approach.
She comments; “Investing in training and professional development is not just about keeping pace with industry trends, it’s a long-term strategy that helps future-proof careers. Those who commit to continuous learning are the ones who will maintain their relevance. The ability to stay ahead of technological advancements, regulatory changes and apply new market insights ensures that sales professionals continue to provide exceptional value to their clients. This not only strengthens their position in the market but also guarantees that they can adapt to the future challenges of the sector.” By bridging the gap between technical knowledge and strategic sales techniques, The LIA’s training programmes enable sales professionals to move beyond traditional selling models. Content covers everything from the fundamentals of identifying customers, planning, presenting and closing to understanding specifications and lighting designs from a sales perspective. Additionally, the training programmes allow the development of soft skills essential for success in a system-based, value-led environment. Effective communication, relationship-building and problem-solving are key aspects of consultative selling and The LIA’s Behavioural Leadership courses help individuals develop these competencies further.
This comprehensive knowledge base ensures that sales professionals can confidently advise clients on the most effective lighting solutions while ensuring compliance with the latest regulations.
34 ELECTRICAL ENGINEERING • APRIL 2025
electricalengineeringmagazine.co.uk
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