Solar Sales & Marketing

31,244 views

Published on

Andy Black, experienced salesperson and marketer of PV systems, shares his knowledge about creating and closing business. First covered, a marketing overview, and discussion of 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.

Published in: Business
3 Comments
26 Likes
Statistics
Notes
No Downloads
Views
Total views
31,244
On SlideShare
0
From Embeds
0
Number of Embeds
26
Actions
Shares
0
Downloads
2,065
Comments
3
Likes
26
Embeds 0
No embeds

No notes for slide

Solar Sales & Marketing

  1. 1. Sales & MarketingRenewable 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
  2. 2. Agenda for “Sales & Marketing Andy Black Solar Financial Analystfor 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 5:00Diligence: 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
  3. 3. Andy Black “Sales & Marketing for Solar Solar Financial Analyst (408) 428 0808x1 Salespeople & Companies” andy@ongrid.netAbstract:Andy Black, experienced salesperson and marketer of PV systems, shares his knowledge aboutcreating and closing business. First covered, a marketing overview, and discuss effective andineffective marketing strategies, with a deep look at lead generation. We then look at SalesOrganizations, 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 thesales cycle with interactive examples of the processes, interactions and systems Andy has developedand successfully used for several years. This section will include discussion and interactiveexamples 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 inthe industry, and what hiring managers should look for, as well as some of the tools and new salesstrategies 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 providesfinancial analysis and sales education & software to solar installers to help them make a strong salescase 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 financialpayback 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 andserved as Chapters Representative. He is also a member of the Advisory Board of the NorthernCalifornia Solar Energy Association.Andy’s formal education includes a Bachelor’s in Electrical Engineering from Penn StateUniversity, a Master’s in Electrical Engineering from University of Southern California, and aMarketing Certificate at the University of California. His training in solar electricity includes SolarEnergy International’s intensive photovoltaic coursework and more than a dozen specialty coursesin solar electric and related fields. He presents regularly on the financial analysis of solar electricityto 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
  4. 4. 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?© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 5 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 6
  5. 5. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 7 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 8 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 9 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 10 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” ! Selling Tools available " Find out “Where it Hurts” WIIFM ! Interactive Examples (if time)© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 11 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 12
  6. 6. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 13 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 14 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 15 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 16 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 17 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 18
  7. 7. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 19 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 20 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 21 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 22 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 23 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 24
  8. 8. 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?© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 25 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 26 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?© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 27 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 28 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 29 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 30
  9. 9. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 31 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 32 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 33 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 34 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?© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 35 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 36
  10. 10. 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...”© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 37 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 38 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?© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 39 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 40 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 41 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 42
  11. 11. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 43 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 44 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 45 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 46 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’© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 47 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 48
  12. 12. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 49 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 50 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 51 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 52 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 53 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 54
  13. 13. 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 ! …© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 55 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 56 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 ! Selling Tools available© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 57 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 58 Website ! Services leads (rather than generate) Lead ! Provides anonymous way of getting Generation more info ! Essential© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 59 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 60
  14. 14. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 61 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 62 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 63 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 64 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 65 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 66
  15. 15. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 67 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 68 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)© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 69 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 70 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 71 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 72
  16. 16. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 73 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 74 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 75 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 76 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 77 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 78
  17. 17. 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)© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 79 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 80 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 81 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 82 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)© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 83 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 84
  18. 18. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 85 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 86 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 ! Selling Tools available© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 87 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 88 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 89 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 90
  19. 19. 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?© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 91 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 92 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 93 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 94 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)© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 95 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 96
  20. 20. 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 97 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 98 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 99 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 100 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© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 101 © 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 102

×