How Understanding Generator Ratings Can Help You Sell More Units in 2025 and beyond.
In the fast-evolving world of diesel and standby generators, technical knowledge isn’t just for engineers anymore.
If you’re involved in generator sales—whether as a technician, distributor, or consultant—your success increasingly depends on your ability to explain complex specs in simple language.
One of the most overlooked areas that can significantly boost your closing rate is understanding generator ratings.
Buyers don’t just want power—they want the right kind of power, tailored to their exact needs. That’s where understanding generator ratings becomes your most valuable sales tool.
This article will equip you with in-depth knowledge of generator ratings and show how to turn that technical information into more sales.
What Generator Ratings Really Mean
At the heart of every generator sale is a number: its rating. But many salespeople treat it as just a figure on a nameplate. That’s a mistake.
A generator rating refers to the maximum output it can provide under specific conditions. This rating is usually given in kilovolt-amperes (kVA), kilowatts (kW), or amps. Understanding these terms is vital because each rating corresponds to specific use cases.
kW vs. kVA: Kilowatts (kW) measure real power, while kilovolt-amperes (kVA) measure apparent power. The difference lies in the power factor, which for most generators is assumed to be 0.8. So, a 100kVA generator delivers 80kW of usable power.
Amps: This rating helps determine the current a generator can supply at a given voltage. It’s crucial when matching the generator to existing switchgear or equipment.
Understanding this trifecta—kW, kVA, and amps—lets you communicate clearly and confidently with clients who may only have a vague idea of what they need.
Types of Generator Ratings and What They’re Used For
Generator manufacturers provide different ratings to suit different operational demands. Knowing the differences will help you recommend the correct model for each client.
Standby Rating (Emergency Power Only)
This is the maximum power a generator can deliver during an outage or emergency. It’s not intended for continuous use and is best suited for customers who want backup power for infrequent outages.
Sales Insight: Be careful when a client wants to use a standby-rated generator in a prime setting. Doing so may result in reduced lifespan and warranty issues.
Prime Rating (Variable Load, Unlimited Hours)
Prime-rated generators are designed for ongoing use with varying loads. They’re ideal for construction sites, rental services, and areas with unstable grid supply.
Sales Insight: Many clients are unaware of this distinction. Explaining it helps position you as an expert, and it helps you steer them away from cheaper standby models that may not meet their needs.
Continuous Rating (Steady Load, Unlimited Hours)
This is used in industrial environments where power is needed 24/7 at a constant load. These generators are built to last but tend to be more expensive.
Sales Insight: Use this option to target heavy industries like mining, manufacturing, and remote operations where uptime is critical.
Why Derating Matters in Hot or High-Altitude Regions
Many generator salespeople lose deals or face returns because they overlook derating.
Generators are rated under ideal lab conditions: 25°C (77°F), sea level altitude, and 60% relative humidity. In the real world, high temperatures and altitude can significantly reduce performance.
Example: At 1000 meters (3280 feet) above sea level, you may need to derate a generator by 10%. So a 100kVA unit effectively becomes 90kVA.
Sales Opportunity: Use derating to upsell. If your customer is in a hot climate or a high-altitude location, explaining derating justifies recommending a higher-rated generator.
Every generator operates under a specific duty cycle—how long it runs and at what load. These vary significantly across industries.
- Hospitals require immediate, full-load power for critical systems.
- Construction sites have fluctuating load patterns depending on machinery use.
- Telecoms need stable power for base stations that run continuously.
Selling without understanding the client’s load profile is risky. An oversized generator may cost more upfront and burn extra fuel. An undersized one may fail during peak demand.
Sales Insight: Ask your client about the appliances or machines they intend to run. Calculate the startup and running load, then add a 20% buffer to suggest the right kVA.
Common Generator Rating Mistakes That Kill Sales
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Confusing standby with prime rating: Recommending a standby unit for a continuous load will lead to equipment failure.
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Ignoring power factor: Not all loads have the standard 0.8 PF. If a client’s load is purely resistive, the rating may change.
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Forgetting derating factors: Selling a 100kVA generator in a tropical country without considering derating can lead to overload.
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No load study: Assuming rather than measuring the actual load causes under or overselling.
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Focusing on price instead of performance: Clients may be tempted by lower-cost units, but explaining the long-term implications of wrong ratings makes your offer more credible.
When you take time to explain ratings to a potential buyer, you elevate yourself from a salesperson to a consultant.
Most buyers, especially in developing regions, aren’t experts. If you walk them through the concepts of power factor, load types, and duty cycles, they’re more likely to trust your recommendations.
Client Quote: “I didn’t know standby and prime ratings were different. The last dealer didn’t explain that. Thanks for taking the time.”
Trust builds loyalty, and loyalty drives referrals and repeat business.
A. Visual Sales Tools
- Charts: Create a generator rating vs. usage chart.
- Software: Use load calculator apps to demonstrate the sizing.
- Comparison tables: Show standby vs. prime models side by side.
These tools help visualize concepts that may otherwise sound too technical.
B. Client Scenarios
Residential Customer: Client: "I need a generator for my house." Salesperson: "Let’s calculate your total load. If you’re running a fridge, TV, fan, and air conditioner, we’ll consider startup currents too. A 10kVA may not suffice. You might need a 15kVA standby unit."
Business Owner: Client: "We need power for our bakery." Salesperson: "Since you’ll be running ovens and mixers all day, a prime-rated 25kVA will handle the load without breakdowns. Standby units won’t last."
C. Upselling with Confidence
Use real-world constraints to justify higher-rated models. Don’t just say, “Buy this one.” Instead say, “Because your facility is in a high-altitude area with fluctuating load, you’ll need a 15% higher rating to ensure reliability."
Clients feel assured when they understand the why behind your recommendation.
Case Study: How a Technician-Salesman Sold 30% More by Mastering Ratings
In 2024, Joseph, a Nigerian diesel generator technician, noticed that many of his customers came back with complaints—even though the generators worked fine. The problem? Misunderstood ratings.
Joseph began studying generator nameplates, researching power factor, derating, and sizing tools. Soon, he started explaining each generator’s suitability based on the customer’s load profile.
One business client was ready to buy a 40kVA standby generator for a printing press. Joseph explained that a prime-rated 50kVA model would better handle fluctuating loads and save fuel. He also highlighted altitude derating.
The client bought it—and later referred Joseph to four other companies.
In six months, Joseph’s revenue grew by 30%, and his social media reviews exploded with praise for his expertise. All because he mastered the language of ratings.
Selling generators in 2025 isn’t about flashy ads or deep discounts. It’s about trust, education, and technical confidence.
When you understand generator ratings—and more importantly, when you can explain them in simple terms—you’ll close more deals, win more referrals, and reduce costly callbacks.
So the next time you’re about to give a client a quote, pause. Ask about their load profile. Factor in derating. Explain the difference between standby and prime. Help them make an informed decision.
Because the best salesperson isn’t the one who talks the most. It’s the one who knows the most and explains it best.
Want more generator sales training and technical guides?
Visit www.sustainablemaintainance.com and follow us for real-world tips, load calculators, and sizing tools built for diesel generator professionals like you.
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