Solar Sales & Marketing

Sales & Marketing

Renewable Energy Education Program
SOLAR ENERGY INTERNATIONAL
39845 Mathews Lane - Paonia, CO 81428
POB 715 - Carbondale, CO 81623
970.963.8855 - fax 970.963.8866
sei@solarenergy.org
www.solarenergy.org

Agenda for “Sales & Marketing Andy Black
Solar Financial Analyst
for Solar Salespeople & Companies” (408) 428 0808x1
andy@ongrid.net

8:30 Check-in

9:10 Introductions

Marketing Overview
Break, Q & A, Networking

Marketing Promotion Strategies
Lead Generation
Customer Relationship Management
Marketing Tools from Existing Customers

Sales Organizations
Staffing
Asset Control
Termination & Legal Issues
Costs
~12:00 Lunch, Q & A, Networking (~30 minutes)

Sales Process
Connecting with Customers
Working the Sales Funnel
Contracts
Break, Q & A, Networking

Sales Training
Salesperson Solar Knowledge Needed
Sales Training

Sales Tools available
New “Broker” Sales model (optional)

4:30-5:00 Closing Conclusions, final Q&A, Networking
We must be out by 5:00
Diligence:
Heights by great men reached and kept were not obtained by sudden flight, but they, while
their companions slept, were toiling upward in the night.
- Henry Wadsworth Longfellow

Andy Black
“Sales & Marketing for Solar Solar Financial Analyst
(408) 428 0808x1
Salespeople & Companies” andy@ongrid.net

Abstract:
Andy Black, experienced salesperson and marketer of PV systems, shares his knowledge about
creating and closing business. First covered, a marketing overview, and discuss effective and
ineffective marketing strategies, with a deep look at lead generation. We then look at Sales
Organizations, and the benefits, costs, and issues of sales staff. Sales structures, compensation,
contracts, property ownership, and termination issues will also be covered. An in depth look at the
sales cycle with interactive examples of the processes, interactions and systems Andy has developed
and successfully used for several years. This section will include discussion and interactive
examples of lead screening, site visits, proposal preparation and presentation, closing,
documentation and writing up the sale.

Finally, the class will close with a discussion of the skills required to be a successful salesperson in
the industry, and what hiring managers should look for, as well as some of the tools and new sales
strategies that may be emerging. Interactive discussions and questions are encouraged.

Biography:
Andy Black is a Solar Financial Analyst and the owner of OnGrid Solar. OnGrid Solar provides
financial analysis and sales education & software to solar installers to help them make a strong sales
case for solar electricity to their customers. Andy has more than a dozen years of design, consulting,
teaching, sales, and research experience in solar. He specializes in demonstrating the financial
payback of solar electricity systems. He is a former NABCEP certified solar installer.

Andy Black is a recent member of the Board of Directors of the American Solar Energy Society and
served as Chapters Representative. He is also a member of the Advisory Board of the Northern
California Solar Energy Association.
Andy’s formal education includes a Bachelor’s in Electrical Engineering from Penn State
University, a Master’s in Electrical Engineering from University of Southern California, and a
Marketing Certificate at the University of California. His training in solar electricity includes Solar
Energy International’s intensive photovoltaic coursework and more than a dozen specialty courses
in solar electric and related fields. He presents regularly on the financial analysis of solar electricity
to audiences nationwide.

Contact Info: Andy Black
OnGrid Solar
4175 Renaissance Dr #4, San Jose, CA 95134
(408) 428 0808x1 andy@ongrid.net www.ongrid.net

SALES & MARKETING FOR SOLAR Introductions & Thanks
SALESPEOPLE & COMPANIES
! Solar Energy International
Andy Black, OnGrid Solar ! Kyle Bolger

Solar Financial Analyst ! Johnny Weiss, Carol Weis, The SEI Staff
& Sales Software Creator ! Raritan Inn

! Andy Black, OnGrid Solar
" Solar Financial Analyst & OnGrid Tool Creator
Solar Energy International, Spring 2009
! You for coming!
© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 2

Goals of the Day Audience Survey
! Overview of Marketing Goals & Focus of the Class?
" Market Segments ! Building a Sales Organization
" Lead Generation
! Sales Strategies
! Selling
! Marketing Strategies
" Building a Sales Organization
! Sales Training
" Selling Angles

! Selling Tools available
© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 3 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 4

Audience Survey Introductions / Networking
Who’s Here? What’s your background?
! Dealer/Installers (owners) ! Quickly Introduce Yourself
" Current " Name
" Future
" What you do or want in your current/future
! Solar Salespeople
" Current role
" Future " (20 seconds or less please)
!Marketers
!Others?
! Networking List?
Who’s taken the Payback/Financial class?

Instructor Background Handout Resource List
! M.S. Electrical Engineering Resources available at www.ongrid.net
! SEI graduate & NABCEP Certified PV Installer ! Articles & papers on solar “Payback”
! 13 Years involved with Solar ! Upcoming classes & events
! 9 Years studying, writing, & presenting about " Payback Basics & Residential
Solar Financial Issues
" Adv Commercial Payback, PPA & Leases
! 5 Years as Solar Salesperson
! Slides from past classes
! Now a Solar Financial Analyst &
! Free demos of the OnGrid Tool
Creator of the “OnGrid Tool” solar sales software

Decorum Main Points of Today
! Questions: How to be successful in the Sales &
" Please focus on Marketing & Sales Marketing of Solar
! No Side Conversations Please ! Building & Training an Organization
" Hard for others to hear
! Developing Sales & Marketing
! Cell phones to fun mode Strategies that Work


Importance of Listening What are we Listening For?
Agenda
! Ignore the rest of the day ! Overview of Marketing
! ? " Market Segments
" Lead Generation
! Better Listening (to your customer) is far more
important than all the rest of what’s discussed ! Selling
today " Sales Organizations
" Sales Process
! Customers will tell you everything you need to do
" Proposal & Presentation Options
to make them happy (i.e. buy from you)
" Sales Training
! Be their “Solar Doctor” not their “Salesman”
" Find out “Where it Hurts” WIIFM
! Interactive Examples (if time)

Diligence
Heights by great men reached and kept
were not obtained by sudden flight, but Marketing
they, while their companions slept, were Overview
toiling upward in the night.
- Henry Wadsworth Longfellow


What is Marketing? What is Marketing?
! “All the activities involved in the ! “The process of planning and
movement of goods to final customers” executing the conception, pricing,
- Encyclopedia Britannica promotion, and distribution of ideas,
goods and services to create exchanges
that satisfy individual & organizational
objectives.
- American Marketing Association

Marketing is Essential & Missing What is Marketing?
! Marketing is Essential ! Central function in a business
" Engineers Rejection " Define product - customer & engineering
! Marketing is missing in many solar firms " Define price - engineering & demand

" No value given to it " Plans for survival and growth - SWOT

" Hippie days # Strengths, Weaknesses, Opportunities, Threats
" Engineer driven " Protects - legal
" Contractor driven " Promotes & sells


Marketing is Central Dangers if Marketing isn’t Central

Customers
! Other Centers:
Legal
" Engineering: Quality over Profit
" Sales: Volume over Quality or Margin
Marketing
" Legal: Caution over Opportunity

Sales Engineering


Marketing Brings a Balance Marketing is Essential
! Marketing ! Without it, no one knows you’re there
" Input from & direction to all ! You don’t know where you are
departments " Customer satisfaction surveys
" Strikes balance between all needs
! You don’t know what to sell or to whom
! You don’t know what to charge


Topics in Marketing 4 P’s of Marketing
! Marketing is more than advertising ! Product ! Placement
" Defining Products
" Promotion Strategies ! Price ! Promotion
" Making a Compelling Case


The same PV system is
Product
actually 4 or more products
! Easy right?
! The Thingus being sold

" Eg. 1.25kW Grid Tied PV System ! Huh?


4+ Ways to look at PV
Segmentation
= 4 “Products” Financial
Investment
! 4 groups each see a different product
Environment Saver ! Each group needs its own approach

PV ! Each is a Market Segment
System " There are sub-segments
Independence
& Freedom
Technology
Gadget
#5: Status Symbol?


Sub-Segments Target Markets
! Each Segment has sub-segments ! Each Segment or sub-segment is a
! eg. The Independents might want: Target Market
" Backup Power
" Each with different needs & wants
" No foreign or out-of-state energy in CA

" No electric bill / No rate hikes " Needs different messages that relate

" No PG&E BILL ! Messages focus on sub-segments
! This becomes Promotion


Promotion Promotional By Group
! Promote each “Product” ! Payback doesn’t work on tree huggers
" Different message for each segment ! Tech “coolness” doesn’t work on

" Message tailored to target market accountants
! Some crossover, but usually one focus
is dominant


One Message
Target Market Segments
Does Not Fit All Audiences
! Environmentalists – global warming, ... ! Trying to hit all at once will hit no one
! Financial – payback focused ! Focus on one target in each message

! Techno – weenies & gadgeteers " Keep target clear
! Libertarians - *$&#@ the Utility " Keep message clear for the target

" OK to miss other targets

# Go only for most important targets


How Could This
One segment approach:
Be Reconstructed?
! To the Sierra Club member: “A PV ! What’s the Sierra Club member looking
system generates a positive cash flow for?
and will increase your home equity” ! What are the key words & phrases?

! Where’s the environmental value?


How about A second segment:
! To the Sierra Club: ! To a banker looking for an investment:
“Solar Electric Systems are a great way “A PV system generates clean quiet
to preserve the environment cleanly and power which helps preserve the
quietly, and with rebates are at the environment.”
lowest prices ever. Now your dream of
really helping the planet is finally
! Where’s the investment value?
affordable...”

How about 4+ Segments
Financial
Investment
! To the banker:
“A PV system generates a positive cash Environment Saver
flow and will increase your home equity. PV
Call Andy for a customized financial System
analysis...” Independence
& Freedom
Technology
Gadget
#5: Status Symbol?


Independence Sub-Segments Independence Sub-Segments
! Backup Power ! No reliance on finite fossil resources
! No foreign or out-of-state energy in CA ! No dependence on “big business” for energy

! No electric bill / No rate hikes BILL ! Cut living expenses

! Save a lot on your bill ! Save $X over lifetime

! No Utility ! Kick the utility

! U.S. Energy Independence ! Keep the money in our state

! No money to terrorist states for oil ! National Pride


Enviro Sub-Segments Techno Sub-Segments
! Grow your own ! Get the latest technology
! Reduce your carbon footprint ! Show how cool you are
! No dirty power plants
! Monitor your PV on your iPhone
! Save water
! Support new technology
! Save polar ice
! Support American innovation
! Stop strip-mining

! Reduce coal digging, burning, and pollution

! Grandchildren & 7 generational thinking

Financial Sub-Segments Promotional Messages
! Attractive ROI, IRR, or ROR ! Keep it focused on the target
! Positive Cash Flow if financed
" Don’t combine messages
! Improve property value
#Harder for audience to see connection
! Attractive “Payback” period
#No one will connect -> no calls
! Attractive Lifecycle “Payback”
! Get free money from gov’t (rebates, credits) ! Use words & phrases from the sub-
! Note: Eliminate Bill is “independence” segments to draw attention


WIIFM Relevant Compelling Case
! ? ! Dump the puffery that anyone can claim
! What’s In It For Me
! Use various angles of Promotion to
! Everyone thinks this way
make a compelling case for your
! Keep in mind for presentations, promotional
material, conversations, etc
product.
! Methodical demonstration of benefits

! Always be listening for ‘What’s In It for " Backed up with Evidence
Them’

Methodical Demonstration Evidence for Each Point
! Benefits ! Published Articles
" Offer measurable benefits to create a
unique offering
! Evidence
" Prove the benefit with supporting
evidence for each claim


Evidence for Each Point Evidence for Each Point
! Published Articles ! Published Articles
! Graphs from independent sources ! Graphs from independent sources
California Electric Rates
Residential, Small Business, and ! Figures & Calculations
Large Business Sectors 1970 to 2001*
Cents per kilowatt-hour

16.00

Pre-Solar System Net Equity %
14.00
Residential
12.00
Bill Size Cost Increase Return
$102 3.0 kW $20K $20K 103%
10.00

1982 Small Business

$209 6.0 kW $39K $57K 145%
8.00

$379 9.0 kW $58K $102K 176%
6.00
Large Business
4.00

2.00 Deck Addition $6.3K $6.7K 104%
-
1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
Bathroom Remodel $10.1K $9.1K 89%
Window Replacement $9.6K $8.2K 85%
Residential 2.23 2.31 2.46 2.63 3.37 3.64 3.82 4.23 4.48 4.47 5.86 6.51 7.67 7.12 7.07 7.78 7.94 8.04 8.54 9.45 9.98 10.79 11.08 11.30 11.43 11.61 11.32 11.32 11.32 11.32 11.32 14.40

Small Business 1.71 1.81 1.92 2.09 2.74 2.98 3.28 4.11 4.47 4.46 6.14 6.59 7.43 7.31 7.52 8.06 8.25 8.01 8.24 8.64 8.98 9.59 9.92 9.99 10.36 10.26 9.78 9.78 9.78 9.78 9.78 14.37

Kitchen Remodel $44K $33K 75%
Large Business 0.99 1.03 1.13 1.28 1.96 2.29 2.60 3.23 3.67 3.74 5.47 6.18 7.25 6.77 6.68 7.51 7.38 6.95 6.88 7.13 7.28 7.58 7.59 7.33 7.09 7.37 6.93 6.93 6.93 6.93 6.93 11.42

Source: Prepared by the CPUC Energy Division. Dataset from Energy Information Administration (EIA), DOE/EIA-0376(95), State Energy Price and Expenditure Report,
1995, Tables 36-38. 1996 through 2000 reflects AB 1890 frozen rates. 2001 rates include 4 cent increase in SCE and PG&E Rates.
*Rates only for SCE and PG&E.

California Public Utilities Commission


Evidence for Each Point Evidence for Each Point
! Published Articles ! Published Articles
! Graphs from independent sources ! Graphs from independent sources
! Figures & Calculations ! Figures & Calculations
35.0¢
Residential Tiered Usage Before Solar Residential Tiered Usage With Solar
35.0¢

30.0¢ 30.0¢

25.0¢ 25.0¢
Cents per kWh
Cents per kWh

20.0¢ 20.0¢

15.0¢ 15.0¢

10.0¢ 10.0¢

5.0¢ 5.0¢

0.0¢ 0.0¢
Tier 1

Tier 2

Tier 3

Tier 4

Tier 5
Tier 1

Tier 2

Tier 3

Tier 4

Tier 5

Net Usage Net Usage Production


Create a Logical
Evidence for Each Point Progression
Leading to the Conclusion:
! Published Articles
! Graphs from independent sources
! Figures & Calculations
! Endorsements & Testimonials ! The customer would be foolish to do
! Quotes from Satisfied Customers business with anyone else
! …


Marketing Conclusion: Agenda
! Marketing is an important function ! Overview of Marketing
" Market Segments
! Identify the Products via the Segments
" Lead Generation
! Identify the messages for Promotion ! Selling
" Sales Organizations
! Chose the right medium for Promotion
" Sales Process
! Build a compelling case " Proposal & Presentation Options

" Sales Training


Website
! Services leads (rather than generate)
Lead ! Provides anonymous way of getting

Generation more info
! Essential


Websites Lead Generation
! Every business should have
" Many customers search online ! Events/Booths ! Flyers & Door
# Even if it only has your contact info
! Mailings
Hangers
# Can bid on searchable key words
! Lead Services
! Data services
! Keep it simple & timeless ! Cold calling
" Minimize content you must maintain ! Signs
! Articles
# Out of date is almost as bad as none at all ! Referrals
" Keep it low cost & low time investment ! Listings
! Word of Mouth
" You may lose interest in updating it, but ! Classes/Events
it needs to stay looking good ! Paid Ads


Events Booths - Venues
! Solar/Green Home Tours ! Home Shows
" National Solar Home Tour ! Art & Wine, Rotary, Chamber of
# via ASES Commerce & civic/town events/festivals
# www.nationalsolartour.org
" Or other groups or do your own tour/event ! Solar Home & Green Building Tours

! Risk free to audience (not 1-1 face to face) ! Solar Conferences

! Pick a region to focus on ! Green Festival

! Create draw to your booth: Solar Train or
Solar Fountain - something kinetic

Booth Behavior Sign-up List
! Smile! ! Contact info
! Checkbox options:
! Offer a handshake & your name
" Call ASAP for free survey & quote
" (Don’t ask theirs) " Don’t call, just add me to mailing list
! “Can I answer any questions about solar?” ! Space for notes (yours or theirs) on bill size,
! Sign-up list…
urgency, …
! 5-6 customers per sheet
" Hand it to them (don’t ask)
" When Full?
" Do this if talking to someone else
! Remove full sheets to safe location

Mailings Mailing Example
! Build mailing list ASAP ! Postcards
A
! Use it ! 10K-15K direct mail per week
exa
" Send company announcements ! Target: >1800sqf, good neighborhoods -

# Events, classes, presentations, news high value homes, >$150/mo bills, high
" Stay in their mind for referrals equity, high net worth
! Keep sold & lost customers on your mailing ! BP & others also successful w/ Postcards

list

Data Services Postcards
! Provide targeted addresses ! Easy & low cost for you
" Carefully pick your targets " Printing, paper & postage all minimized
" Overlap w/ your other methods ! Effective
! Single or multi-use* " Headline is unavoidable
" Get the multi-use and use it often (every 2-4 months) " Must read to scan, even if they discard it
! Need them to see your name/message often ! Easy for them
" 9x Rule " No letter opener required
" 1 in 3 Rule " A quick scan gives them all the info

" = 27 possible exposures needed ! Easy to hang on to (on the fridge)

Signs Word of Mouth & Referrals
! Installation Truck ! Ask customers for names
! Ask customers to give out your flyers and
! Sales car magnetic
cards
! Lawns at installation " “Warm” call-ins better than cold calls
! Bonus of $250-$500 depending on size
! Make yourself easy to refer to

" Keep them regularly connected & reminded
w/ postcard mailers, notes, etc

Professional Referrals ? Promotion Mediums
! Paid Advertising
" Broadcast TV - failed big at one company!
! Partner relationships with: # Too large an area for small companies
# Too unfocused
" Architects & Designers
# Easily ignored
" Bankers & Mortgage Brokers

" Other trades - roofers, electricians " Paid Print Advertising - not clear
" Chamber of Commerce referral groups # Similar to TV
" Real estate agents

Media Success Door Hangers / Flyers
! Radio worked for Solar Depot ! Heard mixed reports
" Could spread leads over many dealers ! Positive story
over whole broadcast area " “I’ve already checked out your house”
! Cable access or focused programming " “Solar would go well on the back”
" Special shows on green & solar homes
" Localized or targeted markets


Lead Services & Sources Articles & Media Pieces
! Pay for Generated ‘qualified’ leads ! Articles in the paper or magazine
" $25-$120 per lead (non-exclusive - typ. given to 3 or 4)
! Best for credibility boosting
" $120-$500 per exclusive lead (if available - bad)

" FindSolar.com/CoolerPlanet.com - $120-$190/lead
" Done by others
" Less perception of bias
" RoofRay.com - $65 Res, $150 Comm with 10% close

" CleanEnergyQuotes.com - $25/lead ! Lowest cost
! Seems expensive w/ no assurance of sale ! Hardest to get - most effort
" Level of screening? Closing ratio? " Possible by working it & having real news
! Non-solar specific lead sources:
" Hoovers.com & infoUSA.com

Listings Classes - My Favorite!
! Google and other listings ! Great for:
! Membership listings in ASES, SEIA " Connecting with customers
" Inspiring interest
" Their local chapters: CalSEIA,
" Giving unbiased facts
CoSEIA, NorCal Solar, CRES, etc.
" Reducing sales cycle
! Lead Generation services
" Raising awareness
! Phone Book
" Inspiring confidence - you’re the expert!
! Online listing services & Green lists ! Risk free to audience (not 1-1 face to face)

Classes - Venues Viral Marketing?
! Rotary ! Solar Home Tours ! Solar City & now others
! Elks, Lions ! At your office ! Reaching into neighborhoods
! Company lunches or ! Houses of worship
" Building community spirit and interest
Earth Day events ! Environmental
" Offering discounts
! Libraries groups
" Creating goals & excitement
! Green Festival ! Brown Bag series


Where Are The
One-Time Sale
Customers For Each Segment?
! Minimal repeat business - only referrals ! Enviro: Earth & Green Festivals/Events, Solar
Home Tours
" One of the challenges for Viral approach
! Independents: Chamber of Commerce & Rotary -
" An advantage of SolarCity’s size Business Owners & Leaders, Conservative
! Only resale possible is when someone moves Churches, Doctors, Lawyers
! Economics: Suburbs w/ large energy use: pools, hot
" Upsizing is rare & usually illogical tubs, extra fridges, lots of computers left on
! Target your marketing more towards referrals " Avoid cities: dense (low, uniform sqf area = low
use), expensive to install (roof access, permits,
hassle)

Marketing Tools with Customer Relationship
Existing Customers Management (CRM)
! Surveys - gather feedback on your ! Necessary to manage and utilize valuable
performance in many areas asset for:
! Testimonials & Quotes for website &
" Marketing
brochures " Sales productivity tracking & forecasting
" Project management (if integrated)
! References
! Can improve several efficiencies and boost
" Test them sales
! Can improve time management


CRM Tools
Agenda
Customer Relationship Management
! Overview of Marketing
" Market Segments
" Lead Generation
! Selling
" Sales Organizations
! Oracle NetSuite or SmallBusinessSuite " Sales Process
! SugarCRM " Proposal & Presentation Options

" Sales Training
! Many others

Disclaimer
I’m not a lawyer:
This is not legal advice
Sales
This is for informational purposes only:
Organizations Seek qualified legal advice
CA based: Laws vary from state to state
Purpose: Raise Awareness of The Law,
Strategies, Rights, Responsibilities, &
Resources

Audience Survey Sales Staff
! Dealer/Installers (owners) Do you want & need them?
" Who has W2 vs. 1099 workers?
! What are the goals of your business?
! Solar Salespeople
" Who is W2 vs. 1099?
" Do you want to expand & when?
! Who’s got a written agreement? ! Are you good at sales?
" That includes payment terms? ! What’s your time worth?
" That covers confidential information (leads)?
! Are you willing to manage them?
" That discusses what happens after termination?


Benefits of Sales Staff Risks of Sales Staff
! Professional and expert at the job ! Authorized to make contracts
! Dedicate all their time and energy to this " Potentially expensive mistakes
one task " Need good training & guidelines/limits
! Low cost if structured properly
! Are the most visible part of the company
" Mostly commission & time invested " Need good manners, rapport, responsiveness
! Low risk if trained properly


Sales Staff Structures Employee
! Employee (W-2) ! Managers have more control over employees
hours, activities, & how the work gets done
! Independent Contractor (1099)
! Company owns all related work products
! Issues:
produced during employment period
" Control " Leads
" Labor laws " Customer contact info
" Marketing collateral produced
" Costs
" These fall under Trade Secret laws
# State laws made generally uniform by USTA
(Uniform Trade Secrets Act)

Employees Independent Contractor
! “At will” - can be terminated anytime, for ! In theory, come with expertise, a body of
many legal reasons knowledge, and/or existing clients
! Contractors set own hours & have other
! Employees get:
clients (not necessarily competing)
" More security - wage & hour protection
" More freedom
" Unemployment insurance protection
! Have fewer restrictions on activities except
" Rights about harassment and many other
by contract
laws protecting workers " Too many restrictions = employee status

Independent Contractors Employee vs. Contractor Costs
! Ownership of their work unless give up ! Employee costs to company
under contract " 1/2 FICA (Social Security)
" Ie. Leads and future right to contact
" Job expenses
customers
" Tools & repairs
" Need to take care not to use company tools
and resources (PPT files, logos, marketing " Benefits if applicable
materials, $) " Education & training
# May risk losing access to leads " Office space (for monitoring & control)
# May be reclassified as employee by IRS

Employee vs. Contractor Costs Asset Control
! Contractor’s own costs: ! Who owns:
" Tools and damage to tools " Contact info for leads, closed sales, etc
" Some or all job expenses depending on " Salesperson’s phone & cell number, email
contract address
" Both halves of FICA and other payroll taxes
! What info goes on business cards &
" Education & training proposals
" Insurance, etc


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