Trust Tops List in Electricity Procurement Decisions
June 10, 2025
In our recent online poll exploring non-price factors influencing electricity procurement, one theme stood out clearly: trust matters.
When asked to rank five key decision drivers, respondents placed “trust in the salesperson” and “supplier company reputation” at the top, each receiving the highest number of first-place votes. Trust in the salesperson edged out slightly with the highest overall score, followed by supplier reputation.
Interestingly, the lowest-ranked factor was “products that fit my objectives,” suggesting that while product alignment is important, it may be secondary to the human and brand elements of the buying experience.
These findings highlight a critical insight for energy suppliers: in a market often dominated by price, relationships and credibility still carry significant weight. Building trust and maintaining a strong reputation may be just as important—if not more so—than offering the most competitive rate.
