This document summarizes the experiences and lessons learned from the One-Stop Efficiency Shop program in increasing small business energy efficiency. Over 12 years, the program saved 82 MW and 303,000 MWh through 8,100 participants. The program employed best practices like incentives and financing but found that audits did not guarantee implementation. To improve, the program rethought lead generation, staffing, vendor relationships, and software to better qualify leads, train staff in sales, engage vendors, and support the sales process.

1. Small Business Energy Efficiency:
Roadmap to Program Design
ACEEE Summer Conference
August 13, 2012
Presented by:
Kristen Funk
Center for Energy and Environment

2. One-Stop Efficiency Shop’s® Successes…
 Saved 82 MW and 303,000 MWh
 8,100 participants
 $36 million in rebates
 $330 million lifetime savings
 $152 million avoided costs
Page 2

3. …Didn’t Happen Overnight
One-Stop Efficiency Shop Program Performance – 2000 - 2012
1 4 ,0 0 0 5 0 ,0 0 0
4 5 ,0 0 0
1 2 ,0 0 0
4 0 ,0 0 0
P r o gr a m G o a l s (kW )
1 0 ,0 0 0 3 5 ,0 0 0
M W h Savings
Ac tu a l Sa vi n gs (kW )
K W Savings
Ac tu a l Sa vi n gs (M W h ) 3 0 ,0 0 0
8 ,0 0 0
2 5 ,0 0 0
6 ,0 0 0
2 0 ,0 0 0
4 ,0 0 0 1 5 ,0 0 0
1 0 ,0 0 0
2 ,0 0 0
5 ,0 0 0
0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Page 3

4. One-Stop Efficiency Shop Program Performance – 2000 - 2012
1 4 ,0 0 0 5 0 ,0 0 0
4 5 ,0 0 0
1 2 ,0 0 0
4 0 ,0 0 0
P r o gr a m G o a l s (kW )
1 0 ,0 0 0 3 5 ,0 0 0
M W h Savings
Ac tu a l Sa vi n gs (kW )
K W Savings
Ac tu a l Sa vi n gs (M W h ) 3 0 ,0 0 0
8 ,0 0 0
2 5 ,0 0 0
6 ,0 0 0
2 0 ,0 0 0
4 ,0 0 0 1 5 ,0 0 0
1 0 ,0 0 0
2 ,0 0 0
5 ,0 0 0
0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Page 4

5. Employed Best Practices
 Free lighting assessment/recommendations
 Significant incentives
 Attractive financing
 Program contractors
 Completion/submission of all final paperwork
Page 5

6. What We Learned
 Full service is essential but not enough
 Audits do not equal implementation
 Our reasons are not their reasons
 Everyone has finite resources, including us
Page 6

7. What We Learned
 Energy efficiency is a product
 Energy efficiency does not sell itself
 Energy efficiency needs to be sold
Page 7

8. We cannot solve our problems
with the same thinking we used
when we created them.
– Albert Einstein
Page 8

9. What Did We Rethink
 Lead generation
 Staffing
 Vendor relationships
 Software
Page 9

10. [M]ost of the leads that sales receive
aren’t qualified leads or appropriate
buyers for what is being sold.
– Lead Generation for the Complex Sale
Page 10

11. All Leads are not Created Equal
 Interest and opportunity should intersect
 Defining a good lead
 Type of lighting?
 Business type?
 Building characteristics?
Page 11

12. All Leads are not Created Equal
 Defining a good lead cont…
 Lease situation?
 Is a high energy bill a concern?
 Looking for ways to reduce energy use?
 Concerns about light levels or lighting quality –
frequently burned out lights, color, brightness, high
maintenance costs?
Page 12

13. All Leads are not Created Equal
 Prioritize leads
 Determine appropriate level of contact
 Follow up as needed
Page 13

14. Education is not Sales
A-B-C. A-Always, B-Be, C-Closing.
Always be closing, always be closing.
- Glengarry Glen Ross
http://eandt.theiet.org/magazine/2011/08/comment-smart-meters.cfm
Page 14

15. Education is not Sales
Tellers Sellers
Give information Solve Problems
Leave decision to the prospect Gain conviction
Present features Translate features into benefits
Avoid rejection Risk rejection
Try to win by showing knowledge Win by closing sales
Use rational level Use emotional and rational levels
Reactive Proactive
Want structure and stability Accept uncertainty as the norm
Identify needs Intensify needs and wants
Everyone comes to your door You go to everyone’s door
Page 15 http://edis.ifas.ufl.edu/pdffiles/SN/SN00400.pdf

16. Education is not Sales
7000
C omple te d Audits
6000
C omple te d Ins ta lla tions
5000
N u m b er o f A u d its
4000
3000
2000
1000
0
1 2 3 4 5 6 7 8 9 10 11
S im p le P a y b a c k in Yea rs
Page 16

17. Education is not Sales
 Many reasons for participating
 Good for environment
 High maintenance costs
 Tax write-off
 Capital improvement
 Inadequate equipment
 Auditor must be able to identify “hot buttons”
Page 17

18. Vendors are also Program Participants
The purpose of a business is to
create a mutually beneficial relationship
between itself and those that it serves.
When it does that well, it will be around
tomorrow to do it some more.
– John Woods
Page 18

19. Vendors are also Program Participants
 View vendors as customers, not just allies
or partners
 Purposefully create relationships
 Educate beyond program process
 Customer service
 Technology
 Selling techniques
Page 19

20. Vendors are also Program Participants
Page 20

21. Software as Sales Support
I am putting myself to the fullest possible
use, which is all I think that any conscious
entity can ever hope to do.
– Hal 9000, 2001 A Space Odyssey
Page 21

22. Software as Sales Support
 Features
 Platform to enter recommendations
 Completes savings, rebate and financing
calculations
 Generates all necessary reporting
 Retains all audits from beginning of program
Page 22

23. Software as Sales Support
Page 23

24. Software as Sales Support
 Benefits
 Customization of individual recommendations
 Easily create multiple versions
 Query against a live database on any piece of
information collected at audit
 Ability to track technology trends, sales
opportunities and market penetration
Page 24

25. Conclusions
 Define what a good lead is
 Hire staff with sales experience
 Aggressively build relationships with vendors
 Utilize a robust support software
Page 25

26. It is not your customer's job to remember
you. It is your obligation and responsibility
to make sure they don't have the chance
to forget you.
– Patricia Fripp
Page 26

27. Questions
Thank you for your interest.
Contact Information
Kristen Funk
Center for Energy and Environment
Phone: (612) 335-3487
Email: kfunk@mncee.org
www.mncee.org
Page 27