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

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Energy Comsumer Coach Training 20090428

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

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