Energy Comsumer Coach Training 20090428

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Consumer Energy Coach Training by Darren Jones from Co-op Power, Bill Baue from Seachange Radio, and Katie Wilson from Marlboro College

Consumer Energy Coach Training by Darren Jones from Co-op Power, Bill Baue from Seachange Radio, and Katie Wilson from Marlboro College

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  • 1. Consumer Energy Coach Training
    • What is a Coach?
    • Marketing Basics
    • Ways to Convey Information
    • Know your ... Stuff
    • Selling Points, Leverage
    • A Renewable Energy Product Strategy
    • The Renewable Energy Sales Process
    • Energy
    • Other Things you should know
    • Making the Financial Case
    • Example Presentation
    • Coach Role Play
  • 2. What is a Coach?
    • A Euphemism for a Sales Person
      • Not Really
    • Another name for a Marketing Person
      • That's a little bit closer
    • Maybe a combination of the 2
    • A Coach is someone who helps others (consumers, customers, members, etc.) understand and make decisions about their needs
  • 3. What is a Marketing Person?
    • A Marketing Person is a conduit for delivering information from in the organization to the outside world, and delivering information from the outside world into the organization.
    • Whether someone is externally focused or internally focused is the primary distinction of a Marketing Person
  • 4. Types of Marketing
    • Externally Focused (Facing)
      • Marketing – Communications (Marcom)
      • Advertising
      • Tactical Marketing (most often confused with Sales)
      • Direct Marketing (Telemarketing)
    • Internally Focused (Facing)
      • Strategic Marketing
    • Both
      • Product Marketing
      • Segment (Different Industries) Marketing
  • 5. Coach vs. Marketing
    • Calling someone a Coach is our first lesson in ..... Marketing
    • Never “Market” the Marketing Person
      • The Marketing Person (Coach) always needs to know the facts.
      • It is the Marketing Person's (Coach's) job to present the facts in the best possible way.
  • 6. Ways to Convey Information
    • For Individuals and Small Groups
      • Word of Mouth
      • Presentations
      • Phone Calls
      • Emails, Mailings
      • Trade Shows
    • For Large Groups (Mass Media)
      • Internet, Newspapers, Publications
      • Radio, TV
  • 7. For this Training:
    • Focus on Individual and Small Group Communications
  • 8. Word of Mouth
    • A Coach should be armed with the
      • The phone speech
      • “ Elevator Speech”
      • The Friends and Family speech
      • The tell me more speech
      • Expert Speech
  • 9. Different Levels of Knowledge
    • Sales
    • Marketing
    • Product Development
    • Engineering/Design
    • Manufacturing
    • End User
  • 10. Know your Audience (customer)
  • 11. Know your competition
    • Not just other companies
    • Also other products/services
    • Southwest Airlines became successful because they realized that they were not competing with other airlines, they were competing with drivers
    • Co-op Power M2M is not competing with Professional installers, they are competing with DIY
    • Solar Hot Water is not competing with Solar Electric, it is competing with Geothermal
  • 12. Know your Product
    • Beyond the Marketing Charts
    • Don't just know the Product in general, know exactly the product your co./org. Is offering.
    • Defending the Product “Claims”
  • 13. Know your Organization
    • You are always selling
    • You need to know info beyond your expertise
    • You may be an expert in a certain field but not know exactly what your organization is doing
  • 14. 3 Traditional Areas of Competing
    • Price
    • Performance
    • Service
    • Changes for Green Marketing
  • 15. Creating an Effective Presentation
    • The 4 C's of Presenting (and in this order)
      • Correct
      • Clear
      • Complete
      • Concise
    • Plus 2 additional C's
      • Colorful
      • Compelling
  • 16. Steps for Creating a Presentation
    • Outline
    • Page per Concept
    • Best to have multiple per bullet point
    • Examples
      • Historical
      • Personal
    • Fill-in as much as possible
    • Check facts
    • Make sure easy to read, easy for people to follow along
  • 17. Things to Give you Credibility
    • Ceritifications
      • NABCEP
    • Degrees
    • Hands-on Experience
    • Know the Basics
    • Confidence, Enthusiasm, Professionalism
    • Do not over reach your knowledge
    • Connections, Inside information (nuggets) (Publications)
  • 18. Energy Classifications
    • General Energy Terms
      • Sustainable, Renewable, Green, Clean, Alternative
    • Sources of Energy
      • Fossil Fuel, Biomass, Solar, Wind, Geothermal, Hydro
    • Forms of Energy (Units of measurement)
      • Electrical, Thermal, Mechanical, Chemical
  • 19. Energy
    • Energy vs. Power
      • Power is instantaneous
      • Energy accumulates over time
    • Forget about
      • Sustainable, Renewable, Green, Clean, Alternative
    • OK, there's
      • Solar, Wind, Geothermal, Hydro
    • Different types of Energy
      • Electrical Energy is in kiloWatt hours ( kW-hr)
      • Thermal Energy is in British Thermal Units (BTU)
      • Mechanical Energy is in Foot-Pounds (ft-lb)
  • 20. Energy and Power
    • Energy vs. Power
      • Power is instantaneous
      • Energy accumulates over time
    • Water Analogy (Filling up a swimming pool)
      • Power is analogous to the water coming out of the hose at any instance
      • Energy is analogous to the accumulation of water in the pool over time
    • Cooking Analogy (Oven vs. Microwave)
      • 400W Oven for 30 min. uses 0.2kW-h Energy
      • 1200W Microwave for 6 min. uses 0.12kW-h Energy
  • 21. Energy and Power
  • 22. Energy Comparisons
  • 23. Technical Terms (You should know)
  • 24. Co-op Power Renewable Energy Strategy
    • Conservation is the First thing to do
    • Doing Nothing.... Is the Worst thing to do
  • 25. Renewable Energy Sales Process
  • 26. The Law of Sales
    • Just like the Law of Gravity
    • If you let go of it .....
    • It falls to the ground.
  • 27. Financial Analysis
  • 28. Sales Leverage
  • 29. Coach Role Play