Episode #9 – Olga Motovilova and Shaik Mohammed

On this episode, I’m joined by Olga Motovilova, Energy Efficiency Market Development Manager at ABB Motion Services, and Shaik Mohammed, a product specialist driving sustainable solutions in Saudi Arabia. Together, we dig into the art of consultative selling, particularly how ABB’s energy efficiency solutions can help customers meet their operational and sustainability goals.

With decades of combined expertise in energy efficiency, business transformation, and technical innovation, Olga and Shaik share their expertise on building long-term relationships, uncovering hidden opportunities in customer operations, and effectively communicating the real value of energy efficiency initiatives. You’ll learn the top do’s and don’ts of consultative sales, explore the misconceptions around energy-saving investments, and hear a powerful real-world case study highlighting the impact of a collaborative, customer-focused approach.

Outline of This Episode

• [00:00] Consultative Energy Efficiency Solutions.
• [05:35] Misconceptions about cost in energy efficiency.
• [09:52] Risk over reward in decision-making.
• [12:21] Customer goals drive solutions
• [14:54] Generative AI for sustainability research
• [20:05] ABB’s story of Saudi Arabian Success

Consultative Selling is a Necessity, Not a Choice

When it comes to energy efficiency, consultative selling isn’t just beneficial; it’s essential. For ABB customers, complex operational goals, cost reduction efforts, and sustainability mandates all vie for prioritization. Energy efficiency isn’t a one-size-fits-all solution; customers must carefully weigh options, timing, and expected outcomes.

By adopting a consultative approach, ABB sales professionals can help clients identify tailored opportunities for system optimization, build business cases that make sense, and align solutions with their short-, mid, and long-term objectives. It’s about collaborating to maximize value, not just selling a product.

From Product Pitch to Strategic Partnership

Shaik shares that selling energy efficiency is fundamentally different from traditional product sales; it’s all about finding opportunities that customers never knew existed. Rather than purely transactional exchanges, energy efficiency deals require in-depth collaboration: site-wide fleet studies, solution design, and strategic conversations that address unique operational realities.

This approach turns vendors into strategic partners, focused on co-creating solutions that achieve client goals, rather than simply pushing a product catalog.

Addressing Misconceptions Head-On

One major stumbling block Olga and Shaik encounter is the perception of high cost. Many customers see energy efficiency projects as expensive undertakings, when in fact payback periods are usually two to three years, and sometimes even less than one year. By educating customers and building solid business cases, ABB sales teams help clients appreciate the long-term savings and operational benefits that energy efficiency delivers.

Another misconception is the sequencing of sustainability efforts. While renewable energy investments are crucial, Olga emphasizes that businesses should first reduce their energy consumption and establish a baseline, and then build up their renewable energy capacity afterward. By beginning with efficiency, customers decarbonize more effectively and maximize the impact of renewables later.

Aligning Solutions with Strategic Goals

Sales professionals at ABB are encouraged to deeply research client sustainability commitments, using annual and sustainability reports to inform their approach. Generative AI tools like Copilot streamline this research, allowing sales teams to quickly pinpoint strategic priorities and align ABB solutions accordingly.

By linking energy efficiency initiatives to broader goals, such as net-zero ambitions, cost reduction, or compliance, sales professionals ensure that proposals resonate at every organizational level, from the shop floor to the boardroom.

Olga’s top tips for consultative selling include thorough preparation, pursuing long-term relationships, and asking insightful questions to understand client challenges. On the flip side, she cautions against immediately focusing on product specs, ignoring strategic goals, or selling without a compelling savings story.

Consultative selling isn’t just good practice; it’s the cornerstone for driving energy efficiency projects that deliver value for ABB customers.

Connect with Olga Motovilova & Mohammed Shaik

• Olga Motovilova on LinkedIn 
• Shaik Mohammed Ghous on LinkedIn

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Learn More About Olga Motovilova & Mohammed Shaik

1. What was the pivotal moment in your career when you realized how powerful consultative selling could be for promoting energy efficiency?

Shaik: 

The turning point came when we stopped focusing on motor features and started asking customers about their cost reduction and sustainability goals. That’s when we realized: customers aren’t buying products, they’re seeking partners who can help them stay competitive and meet decarbonization targets. This shift mirrors global trends, where energy efficiency is now seen as a strategic enabler, not just a technical upgrade.

2. Can you share an example where an energy efficiency solution helped a customer achieve a significant operational or financial improvement?

Shaik: 

Under Saudi Vision 2030, we helped a dairy producer transition from diesel-powered pumps to ABB’s VFD and Drive systems. Through our Energy Efficiency Program, we conducted appraisals and built trust through local presence. We won the project over a competitor with a 30-year history. The result? A 1.9-year payback and a gateway to future collaboration.

This case exemplifies how consultative selling + domain expertise can unlock long-term operational and financial value.

3. What has been your biggest challenge when introducing energy efficiency solutions to customers, and how did you overcome it?

Shaik: 

One of the biggest challenges has been recognizing that customers often lack the time, resources, or internal expertise to fully explore energy efficiency opportunities. They’re under pressure to deliver results, but navigating technical options and building a business case can be overwhelming.

To overcome this, we focus on being a trusted partner, not just a solution provider. That means making it easy for them to understand where energy savings can be achieved, how these savings align with their strategic goals, and helping them build a compelling business case to gain internal buy-in. By simplifying the journey and staying with them every step of the way, we build trust and create momentum for action.

4. What are your top three habits, tools, or techniques for positioning energy efficiency solutions in a way that resonates with decision-makers?

Olga: 

• Start with the customer’s reality. Every conversation begins with understanding their goals, their site conditions, and the specific challenges they face. This ensures relevance from the start and shows that we’re invested in their success, not just our solution.
• Make it a dialogue, not a download. Decision-makers respond to meaningful conversations, not generic presentations. We focus on listening, asking the right questions, and co-creating the path forward together.
• Customize and lead with value. Every presentation is tailored to the customer’s operational context. We never talk specs without a savings story. It’s about showing how our solutions deliver measurable impact, financial, operational, and strategic.

5. With sustainability and cost pressures increasing globally, how do you see consultative selling evolving for energy efficiency in the next few years?

Olga: 

Consultative selling is no longer optional; it’s becoming the core approach for driving energy efficiency. As sustainability targets tighten and cost pressures rise, customers need more than products; they need strategic guidance to navigate complexity, regulatory demands, and evolving technologies.

In the coming years, consultative selling will evolve into a more data-driven, insight-led practice. It will focus on helping customers connect energy efficiency to business resilience, ESG goals, and long-term competitiveness. The role of the seller will shift from solution provider to trusted advisor, capable of translating technical opportunities into strategic outcomes. Success will depend on our ability to listen deeply, tailor solutions, and build business cases that speak the language of both operations and the boardroom.

6. What are some simple but often overlooked steps that salespeople can take to start selling energy efficiency solutions more effectively today?

Olga:

One of the most overlooked steps is approaching every meeting with a long-term mindset. It’s not about closing a quick deal; it’s about building lasting relationships based on trust and value.

To do this effectively:

• Prepare. Understand the customer’s strategic goals, review their annual reports, and stay informed about industry trends.
• Ask open-ended questions. These help uncover real challenges: technical, financial, and operational, and invite meaningful dialogue.
• Lead with a savings story. Show how your solution delivers measurable value, not just technical features. Energy efficiency must be tied to outcomes like cost savings, sustainability, or operational resilience.