Simon Humphries, Retail Business Director at Humax EV Charging, advises on how to grow your business by educating customers on the benefits of domestic EV charger installations.
The electric vehicle revolution is gaining momentum, resulting in a surge in demand for home charging solutions. Research by Lloyds Banking Group indicates that more than half of homes in the UK already have the infrastructure for domestic charger installation, and with data from Statista showing that new EV registrations are growing by around 20% each year, there is significant ongoing demand to address.
To succeed in this market, electricians must educate themselves on what motivates customers to opt for domestic chargers, the key selling points that resonate with different client profiles, and the opportunities for upselling and cross-selling accessories, upgrades and related products to maximise profitability.
Addressing concerns can reassure potential customers
One concern for homeowners is the capacity of their existing electrical system. Indeed, a frequent question we receive is whether their current setup can handle the added load of an EV charger. This presents an opportunity for electricians to offer an assessment service that can inform the specifications of the new charging system. Requirements will vary, and can include circuit upgrades, panel upgrades and weatherproof exterior cabling.
A necessary investment
Framing these upgrades not as an additional expense, but as a necessary investment for safe and efficient charging, is crucial for securing customer buy-in — for example, by reinforcing the benefits in terms of the overall electrical safety and capacity of the home.
For complex projects that may require additional electrical installations or upgrades and interruptions to the power supply, providing a detailed overview of the process, along with a realistic timeline, is important in reassuring the customer.
Clarity on cost-savings helps EV owners make the switch
Return on investment (ROI) is a critical factor in any significant purchasing decision, which means electricians need to clearly articulate the financial advantages of home charging to their customers, both short and long-term.
Highlighting the cost savings compared to public charging networks (which can be up to 10 times more expensive per kWh according to Which?), coupled with the convenience and control of charging at home, helps to strengthen the case for domestic charger installation.
There are also government incentives available, such as the OZEV grant, which can reduce the total cost to the homeowner.
To take advantage of this, electricians should register as authorised installers online via the GOV.UK website — a straightforward process requiring basic business details alongside a Competent Person Scheme (CPS) name and number or ECA membership.
Most EV owners are responsive to long-term benefits
As well as the immediate incentives, long-term benefits are important selling points for home EV charging solutions.
Electricians should familiarise themselves with the key features of modern chargers, such as scheduled charging to take advantage of off-peak tariffs, remote control and monitoring via smartphone Apps, as well as integrated energy consumption tracking. Positioning these features as tools for optimising energy usage and reducing costs resonates well with environmentally and financially conscious consumers.
Offering a suite of complementary services can allow electricians to increase total project value, while building their brand as a comprehensive solutions provider. Services such as home energy audits to identify potential energy efficiency improvements, smart home integration to connect the EV charger with other devices, or solar PV installation to generate low-cost, clean energy, are increasingly popular.
A proactive approach is the key to success
With domestic EV charging technologies evolving quickly, and ownership growing year-on-year, electricians must take a proactive approach to secure market share and future-proof their businesses. That means effectively addressing customer concerns, educating customers on the benefits of home charging and showcasing the latest solutions.
Those professionals who can establish themselves as trusted experts in the field — and widen their service offering to incorporate associated solutions such as smart home design and renewable energy — will find it easiest to build profitable long-term customer relationships.
Humax chargers
Founded in 1989, Humax is a total mobility solutions and services provider offering an extensive portfolio of advanced technologies including EV charging solutions for domestic and commercial use. Compatible with all EV types, Humax home chargers come with a tethered Type 2 cable, providing seamless charging for both EVs and PHEVs. They also benefit from a host of features such as PEN fault protection, wall mount and pole stand options, Wi-Fi and Ethernet enabled and OZEV approval.
Browse the Humax range of EV charging solutions here
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