Hydro Ottawa is offering incentives to local businesses as part of a province-wide push to reduce electrical consumption over the next four years.

But despite a number of programs available to both small and large-sized businesses, representatives at the utility say they have their work cut out for them.

"It's a big sales job because we're changing habits, we're changing culture," said Roger Marsh, the chief conservation officer for Hydro Ottawa.

Marsh met with members of the business community at a breakfast Thursday morning, and outlined incentives that can benefit businesses, including programs that help pay for lighting retrofits, buy better air-conditioners and even build green buildings.

Marsh said the utility gave out $4 million in incentives last year and is hoping to deliver $6-8 million in 2011.

Ontario in particular is trying to reduce the province's footprint because of plans to eliminate energy produced by coal plants in 2014.

Despite the cost benefits of switching to more energy-efficient technologies and the added pressure of on average higher electricity rates, Hydro Ottawa's Richard Thorne says it still takes some selling to convince businesses of the benefits.

"I sell money, that is my role at Hydro Ottawa," said Thorne, Hydro Ottawa's conservation and management group supervisor.

"One would think that is not a daunting task to sell money, but at the same time there are many people who are just not informed because we don't do mass marketing," he said.