> Case Study
Winning a Deal Against a Lower Headline Price: True Cost vs. Unit Rate
A restaurant client was hours away from signing with a competing energy broker who had quoted a lower unit rate. On the surface, it looked like a deal Energy Solutions could not win on price. A closer look at the real numbers told a different story – and changed the outcome.
The Situation
Energy Solutions was managing a business customer in the hospitality sector who was actively comparing energy brokers before signing a new contract. The customer was in the final stage of decision-making and made their position clear: another supplier had offered a slightly lower unit rate, they were likely to sign with that competitor within 24 hours, and their main focus was reducing monthly operating costs. This created a high-pressure situation where the deal was at immediate risk of being lost on price alone.
The Task
The responsibility was to:
- Retain the customer despite price competition
- Prove value beyond a simple unit rate comparison
- Build trust quickly under significant time pressure
- Close the contract before the competitor did
The Action
Rather than reacting to price pressure directly, the conversation was shifted to total cost impact, not just unit rate. The customer’s recent consumption data was requested, and a full annual cost comparison was prepared.
On analysis, it became clear that:
- The competitor’s offer had a lower unit rate
- But it included higher standing charges and a less transparent cost structure
- Resulting in a higher overall annual spend despite the lower headline rate
This was explained to the customer in simple terms: the cheaper unit rate does not always mean a lower total bill – what matters is the yearly cost after all charges.
To build trust further:
- Both quotes were broken down side-by-side in a clear comparison sheet
- Transparency and predictability in Energy Solutions’ pricing structure were highlighted
- Service advantages were explained, including dedicated support, faster issue resolution, and ongoing account management
To handle the urgency of the situation:
- A temporary rate hold was secured for 24 hours
- Direct contact was maintained with the customer while they reviewed both offers
- All documents were prepared in advance to remove friction and allow immediate signing
Key Learning
In competitive sales, the deal is rarely lost on price alone – it is lost on confusion. Clear comparison and transparent explanation win trust and close deals under pressure.
Results
The customer paused the competitor decision process
The customer fully understood the true cost difference between the two offers
The contract was signed with Energy Solutions within the same day
Estimated saving of approximately £900–£1,200 annually compared to the competitor's pricing structure
Trust was strengthened, leading to long-term account retention
About Energy Solutions
Energy Solutions is an independent UK business energy broker based in Cardiff. Since 2016, we have helped businesses of all sizes compare energy contracts with complete transparency – looking beyond headline unit rates to the true total cost, and no hidden fees. If you are comparing quotes and want clarity on what you will actually pay, we are here to help.