Most new builds will look to energy efficiency at design time, however as I said it will depend on the type of operation as to how far they push this.
We have numerous examples of energy efficient equipment, that costs 4 times as much as standard, so it will depend on how deep the organisations pockets are, and how much they really care about emmissions etc.
Voltage Optimisation has its place, and there are lengthy arguments on this forum about the effectiveness, however on a new build, it will be difficult to build a case for it, because of the reason you state, and also, because you do not know the site voltage, and voltage drop across the site at design time.
I would say that if you are getting involved at design time, you need to look at tailoring a check list according to industry sector. There are other technologies out there with better paybacks than VO, but will only work under certain load conditions, but design time is the ideal time to look at them. Different industries will be suited to different solutions, and some are suited to more than one, so it really depends on where you see your core market sector.