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
! 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


Asset Ownership
Agreements
& Control
! Employees: all assets owned by the Avoid problems - spell out as much as possible
company unless: ! Whether employee or contractor

" Was owned before employment ! How contact info will be owned

" Different agreement by contract ! Requirements for turning in data

" Is outside the normal scope of work
" Ie. Entering it into a CRM database
! How and when compensation is due
! Contractor: sole or shared independent
ownership depending on disclosure and ! Compensation after termination
contract ! “Employee Invention Assignment &
Confidentiality Agreement”

Agreement Agreements
! Covers before, during and after ! Written/reviewed by competent legal professional
! Applies to your state / jurisdiction
! Be clear at outset what you want to retain
! Make sure it’ll hold up
ownership of after termination
! Non-compete clauses for employees
! Make it fair and reasonable for both parties
" Virtually illegal in CA
" Long term happiness and positive partings " Must be reasonable in other states (time & distance)
" Stifles creativity

! Standard “off the shelf” software packages of legal
agreements

Agreements From
Termination
“Off The Shelf”
! Nolo Press - www.nolo.com ! Pay for work done but not paid
" Search: “Consultant & Independent Contractor
Agreements” ! Ownership of assets
! Quickforms - www.quickforms.net
" Contractor Sales: www.quickforms.net/quickforms/k16.htm
" Employee Sales: www.quickforms.net/quickforms/k32.htm
" Inventions Assignment: www.quickforms.net/quickforms/k19.htm


Termination (in Cal.) Employee Termination - Employee
! Wages for all work done thru termination ! Employee costs:
must be paid within 3 days except: " Must leave behind all leads, tools, writings,
! Commissions are wages & must be paid
etc. that relate to the job unless owned
before employment
" Payable per the commission agreement " “Anything gotten by virtue of employment
" “Earned but not yet Payable” belongs to the employer”
" Payment over time ! Must return/delete/destroy all of employer’s
" Examples property


Termination - Employee Termination - Contractor
! Employee can send notification of change ! Follows terms of the contract
of contact info to all their contacts or a
! Which provisions of the contract
“Professional Services Announcement”
" Must not solicit in any way survive termination and affect behavior
! May not initiate the next contact of each party thereafter
! Only then, if contacted, may ask customer " Confidentiality
info and solicit business " Property ownership
" Otherwise must inform of change, and
cannot ask for the info until cust. calls again

Considerations Agenda
! Who owns the phone number ! Overview of Marketing
" Who gets the calls after termination " Market Segments
" Lead Generation
! What email address & phone number ! Selling
goes on proposals " Sales Organizations
! Important to the future of both parties " Sales Process

" Sales Training


Cost of Sales Sales Expenses
! Mileage reimbursement
! Expenses " 100% or less of Federal Rate: 55¢/mile in 2009
! Overhead
" Fed rate is fair - includes all costs of driving, such
as insurance, wear & tear, maintenance, etc.
! Commissions and base pay ! Training
! Meals
Note: This Section applies to all sales: ! Events
Someone (company or worker) has to ! Office Supplies & Printing
“eat” these costs ! Worker’s Comp & General Liability Insurance
! Can total $500-$1000/month/person

Overhead Compensation Plans
! Payroll taxes ! Type
! Office space " Commission plus Base
! Equipment & tools - computer & " Commission only

software, camera, ladder, pathfinder, " Salary only with bonuses
car ! Payment Terms
! Marketing to get enough new leads ! Territories
! Referral bonuses ! Termination issues


Worker Status (W2 v.1099) Commission Only
SALE =
! Any Type of Plan (Comm., Base, etc) ! Most common (still?)
! W2 gets other value, so usually lower cash ! Most risk & highest potential to worker

! 1099 gets more cash in lieu of benefits and ! Lowest risk to company
security " Could be more costly if high volume
" Often 20-30% difference between " Least control

! Numbers on following pages assume 1099 # Only paid to sell, may resist other tasks
(independent contractor) workers ! High income in good times can cause poor
management and coworker reaction

Commission Only Ranges Commission Plus Base
! 4-7% typical, 1.5% low, 7.5% high ! Becoming very common (at least in comm.)
" Based on gross sale (before rebate) ! Safer for worker - guaranteed small income

" Often includes shipping, fees, etc. in slow periods
" Usually excludes sales tax ! More risky for company in case of low

" >8% if “Parts Only” performance
! Occasionally higher commission rate on ! Can more easily request other tasks

Gross Profit ! Examples: $20K + 3% or $40K + 2%

" Difficult to judge, be transparent & fair " Seems like a low %

Salary plus Bonus Sales Targets & Quotas
! Safest for worker & customer ! Target compensation $60K-$120K
" Least conflicting motives ! Example:

! Greatest risk to company " $2 million minimum
! Can most easily request other tasks " $3 million goal for $110K per year

" Less than $2 million =


Quotas Commission Adjustments
! Penalties for below the minimum ! Adders for higher than Par selling price
! Bonus for exceeding high target " Sharing in some of the extra pure profit
! Keep it simple
! Monthly or Quarterly periods
" Reduce frustration and anxiety
! Adds complexity
" Reduce time wasted calculating and
! Can cause gaming of timing checking
! Caps - terrible idea - very bad “reward” to
best performers

Fair Compensation
Commission Adjustments
From Start
! High $ sales - large systems ! Start with a fair comp plan that will not
" Commission reduction may not be wise need to be lowered later
" Higher reward ! Reductions in plan very bad for morale

" Greater risk - more eggs in fewer baskets ! Start lower, and raise % if need be to

" More work (meetings & docs) per sale attract the best
" More competition

" But - thinner margins for company

Top & Solid Performers Territories
! Attract and retain solid performers ! Upfront assigned geographies simplest
! What is the cost of training " All sales pay assigned salesperson
replacements? " Simplifies all squabbles

" Team works out sharing/reciprocation
! What is the lost opportunity?
! 1st salesperson gets all geographies,
! What is the risk replacements pose?
but knows they’ll be cut back to fewer
! Industry growing fast - hard to find (and knows which ones)

Agenda
" Market Segments
" Lead Generation
Sales
! Selling Process
" Sales Process

" Sales Training


Connecting with Customers Consultative Sales Approach
! Sales style & approach ! Everything that follows fits this
! Consultative sales approach ! Conversations

" Working to help find best solution for ! Documents
customer ! Contracts
" Regardless of my interests
! Customer service
! Always pays off
" Better relationship, referrals & sleep


Listening > Talking The Sales Funnel
Lead
Contact info 100
> Call screen, Qualify
Prospect
80

! Play Doctor Site visit 60
" Find out where it hurts before prescribing a Proposal 50
solution Sold
Documentation 4-10
! Don’t ‘Over Inform’ Construction
" Answer their questions concisely Communication 4-9
" Be confident you know solar, you don’t Complete
need to prove it all to them Referral contact 4-8

Lead - Call Screening Lead Disposition
! Customer call-in ! Call back?
! 1st screen done by reception or inside sales ! Visit immediately?
" Gather key data ! Do rigorous call screen before visit?
" Contact info & usage or bill ! Examples
" Keep it simple & positive


Always Right Prospecting Steps
! “The Customer is Always Right …” ! Respond - phone/email
“… but not every customer is the right ! Pre-Qualify - phone

customer for us” ! Prepare

! Choose the right customers, and give them ! Qualify - phone

the best ! Site Visit - in person

! Screening helps ID the “right” ones ! Prepare proposal

! Present - in person

! Close - in person

Respond & Pre-Qualify Qualify
! Call and Email Lead ASAP Same Day Lead Arrives ! 20-60 minutes gathering data & providing some answers
" Instant response builds connection ! Discuss Goals and Intentions to Go Solar
" Economics, Environmental, and/or Independence
" Allows you to be “1st In” (critical)
! Answer they & their partner’s questions
! Gather contact info, ballpark electric bill cost, and " Ask - “Anyone else part of this decision?”
motivation (economics, enviro, independence) " Never assume status or orientation
Never assume anything - always ask
! Schedule Qualifying follow-up call (if not now) "

! Initial Assessment of: Roof Type, Orientation, Exposure,
! Research & Prepare Access, kWh Usage
" Zillow.com - real estate stats, home value, etc " View Site on Google Maps (aerial) & Google Earth
(OnGrid builds links based on address entered)
" Google them
"


Aerial Views
Qualifying Call
! Rigorous but gentle discussion
" Depending on lead volume, trying to weed out
time wasters
! Great way to start building rapport
! Establish consultative approach
! Learn motivations from key words spoken
! Learn customer lifestyle
! Begin to employ NLP: Neurolinguistic
Programming data gathering & techniques

Street View
Confirm Location
! Ask permission to call up aerial view/map
! Online maps/addresses are sometimes off by
a little or a lot
! Use roof color, house shape, pools, relative

distance to corners, trees, and Google Street
View to confirm you’re looking at the right
house


Google Earth Ruler
Max System Size
! Gather kWh usage
" or electric bill $ and figure out usage
Measure roof
!
dimensions
! Max System Size is smallest of:
! Guesstimate area " 1. Customer Budget (not known yet)
! Guesstimate max " 2. What fits in area available
system size
" 3. What minimizes electric bill

! Start with 2 & 3 for initial budgetary test

Budget Test / Qualify An Example Call
! Calculate ballpark price of current max system and what it ! Need a volunteer to run thru 1st part of the call
will do for them:
" Savings, % Bill offset, % usage offset for given system size ! Notice
and NET cost
" Annual Return, Cash Flow, Payback, Resale Value
" What is asked for
! Verbally Float to test for budget " What is offered
" Based on response, adjust downward to find their Max " What gets recorded
System Size
" Email Preliminary Quote if Applicable " How connection & comfort are built
! Confirm viability / seriousness " Am I listening?
! Schedule site visit or follow-up call w/ more detail
" Full list of electric usage (bills in front of them) " Am I finding out their problem?
" Partner on the call to get concerns answered, etc.

The Site Visit Site Visit Discussion
! 2nd Opportunity to show care, ! Solar 101 (to their interest level)
Review Customer’s Current Energy Demand
thoughtfulness, and thoroughness !
! Review Customer’s Goals: Tier Shave vs. Eliminate Bill
! Provide small gift (ACEEE book or CFL) ! System Size and Square Footage
and company folder of background info " Location of array and inverter

! Equipment and Warranties
" www.aceee.org
! Utility/Rate Schedules/Net Metering/Annual Billing Cycle
! Neat, clean and tidy uniform & appearance ! Rebates- CSI Tiered Structure and Limitations, Federal Tax
Credit
! Answer any questions and of course:
! Increases Home Value, Not Property Tax
! Inform them of the installation process ! Solar Renewable Energy Credits (S-RECs) as applicable

Complete Toolkit
! Pathfinder/SunEye
! Digital camera
! Tape measure Site
! Digital level Survey
iPhone Clinometer
Data
"

! Ladder - folding or telescoping
" Damage to gutters & jamming Sheet
! Site survey data sheet
" Draw map/layout: identify meter
location, roof space, shading objects,
location of array, inverter location,
property line, etc

Solar Pathfinder
Use Tools Effectively ! Use beanbag or
non-ferrous camera
! To create confidence tripod (rather than
! Build rapport their crappy one)
! Activate imagination

! Have them: ! Use digital camera
" Go on the roof with you instead of grease
pencil
" Hold the end of the tape
" Much faster,
" Learn how to use the Pathfinder & let them
more detail, more
play with it - great for their imaginations! accurate
! PG&E PEC class on Site Assessments " Can be included
" www.pge.com/pec in proposals

PV SITE ASSESSMENT 9.10.07 Andy Black, MSEE, EIT, NABCEP
andy@ongrid.net, (408) 428-0808
Date: ______________ © 2007 OnGrid Solar. All rights reserved.
OWNER NAME LAYOUT & SOLAR PATHFINDER POSITIONS (SEE OVER IF NEC.):

COMP SHAKE CLAY-TILE CEMENT FIBER TILE METAL-TILE OTHER-TILE_______________________
ROOF: TAR&GRAVEL FOAM VINYL MEMBRANE/EPDM TORCHDOWN
STANDING-SEAM-METAL GROUND GROUND-MULTI-ROW HILL SLOPE: _____°

BUILT-UP(MULTI PLY) Y N SOON TO BE REPLACED? Y N
ATTACHMENT PENETRATIONS DISCUSSED? Y N
EICHLER Y N TO BE REROOFED? Y N
PITCH ANGLE: ORIENTATION: COLOR: AGE: ARRAY AREA ACCESS: EASY MED HARD
CONDUIT INSTALL. ACCESS: EASY MED HARD

PERCENT FULL SUN : JUNE 21: EQUINOX: DECEMBER 21:
INSOLATION:
LATITUDE: MAG VARIATION: FUTURE SHADING ISSUE? SOILING ISSUE? SPRAY HOSE TO CLEAN?
37° N _____ 17° E _____ Y N Y N Y N

ROOF SUPPORTING STRUCTURE
STRUCTURAL: ROOF RAFTERS APPEAR SOUND? Y N
ACCESSIBLE (IE. VIA ATTIC)? Y N

RAFTER: 2x4x______ 2x6x______ 2x8x______ EICHLER____ SHEATHING:
WIND LOADING ISSUES? Y N
____’ RAFTER SPAN BETWEEN: PURLINS TRUSS BRACING ____PLYWOOD ____ BOARD

CONDUIT DISCUSSED?
AESTHETIC: HIDE PANELS FROM STREET? Y N MATCH SLOPE OF ROOF? Y N-RACK
Y N

UTILITY LOAD SERVICE: 120 120/240 208/3ph OTHER GROUND ROD FOUND: Y N
GROUNDING CONDUCTOR FOUND: Y N
CENTER: MAIN BREAKER: __________A BONDED TO: REBAR WATER PIPE GAS PIPE NONE
SE PANEL NAMEPLATE / MAIN BREAKER RATING & BRAND: SUBPANEL 1: TYPE & PANEL NAMEPLATE RATING:

/
EMPTYS: # POSSIBLE TO TWIN: LOCATION: EMPTYS: # POSSIBLE TO TWIN: LOCATION:
INVERTER: INDOOR OUTDOOR SUB PANEL REQUIRED?
WALL SPACE? Y N SHADED? Y N VENTED? Y N
LOCATION: Y N POLARIS NO-SPACE

INVERTER AREA ACCESSIBLE? Y N GENERATOR AREA ACCESSIBLE? Y N OTHER MAJOR PIECES ACCESSIBLE? Y N

ARRAY TO INVERTER/CC: SE TO GROUNDING ELECTRODE:
CONDUCTOR DISTANCES:
INVERTER TO LOCKABLE DISCONNECT: LOCKABLE DISCONNECT TO MAIN PANEL: INVERTER TO BATTERIES:

INVERTER TO NEW SUB PANEL: NEW SUB PANEL TO MAIN PANEL: OBSTACLES (CONCRETE WALLS, ETC):

Inspect the Electrical Panel Complete the Visit
! Learn electrical safety ! Thanks for their time
! Pop the cover ! When will you return with

! Look for grounding conductor
a proposal
! Take photos and notes on ampacity
" Immediate - do in the car?
" By X date (3 days max)
" Advise customer of need and cost of
upgrades and alternatives - before the sale is " Follow-up 2 days after

closed presented


Presenting Writing-Up the Sale
! Discussed in next section ! Get at close:
! Assuming the sale is closed, let’s complete " Contract signed
the sales process " Incentive Application signed

" Interconnection Authorizations signed

" Copy of Homeowners Insurance*

" Utility bill*

" Deposit check

*Digital camera photo usually suffices

Waiting & Construction
Turning Sale In To Production
Communication
! Drawings: sketches of electrical, ! Track project weekly w/ construction manager
mechanical layouts, proposed conduit runs ! Someone in the company keep’s customer up to
! Photos of front, roof, and from all angles date at frequency they want (every 2-4 wks)
! Job description write-up with: ! Ideally salesperson, to maintain connection for
" Size, components later referrals
" Electrical details " Or Construction Coordinator
" Mechanical details - rafter size, pitch, span ! Single point to solve problems & hear concerns
" Special needs, concerns, customer desires


Construction Marketing Customer Final Package
! With permission: ! After System is Interconnected Sales
Representative Schedules Visit with Client
" Invite the neighbors to see the crew work
! Final Package Includes:
" Send postcards to neighborhood - System Payment Receipt
! Have a barbie (BBQ) upon completion & invite - Final Signed Building Permit and Plans
- Equipment Warranty Forms
friends and neighbors - Contractor Warranty Form
" $500 in burgers and beer could produce a lot of - Owners Manual
leads - System Operation guide
- Salesperson Evaluation Form
" Furthers bond with customer - Customer Referral Sheet

Referral Contact 4-Month Follow Up
! With job done well, time to ask for: ! After 4 Net Metering Bills
" Feedback ! Sales Rep Calls Client to

" Testimonials " Review Bills and System Performance
" Quotes " Make sure client understands how to read

" Referrals - you often have to ask new bills
# Difficult for me - gets into cold-calling " Reintroduce referral program

# Provide them handout materials


What if You Didn’t Close Financing / ROI Objection
! Find out Why? ! Can the customer use all the tax benefits
! Ask in non-threatening, non-aggressive way ! Are they willing to use their own capital

! Don’t abuse the trust given ! If not, maybe a Lease or PPA could help

" Respect the answer ! Solar Power Partners & MMA Renewable

" Don’t use it as angle Ventures offer PPAs for installers who
! Financing / ROI objection? bring deals
! 2nd chance to close customer w/ new angle

! PPA vendors are ideal customers


PPA Vendors
Agenda
Are Ideal ‘Customers’
! Solve the 1-time only sale problem ! Overview of Marketing
" Repeat purchasers ! Selling

! They understand installers business " Sales Organizations
" Sales Process
" Pay on desirable terms
" Help you grow
" Sales Training
" Are predictable to work with
! Conclusion


Proposal Process
! Quick layout of array for size & shading
! Detailed layout for proposal
Proposal & ! Accurate price quote
Presentation Options ! Analyses: Econ, Enviro, etc
! Write it up including layout & analyses
" Include prepared copies of all docs to be signed:
contract, incentives, interconnection, etc.
! Present it
! Follow up in 2 days

Quick Layout
Proposal Options
! Depend on customer needs and interest:
" Length: Minimal, Medium, Long/Detailed
" Segment & Sub-Segment focus

! All variations include all documents to sign
" Quote & Contract
" Incentive Docs

! Do quick layout with module templates on graph paper " Interconnection Docs
! Capture layout with camera - Can include in proposal if tidy

Minimal Proposal Sales Contracts
! Size & cost of proposed system ! Must be CSLB compliant
" Get software from legal publishers
! Expected impact on their bill
! Handling rebates
! Contract documents
" Who’s stuck if it doesn’t come thru
" Quote & Contract " Who accepts rebate (and worse cash flow)

" Incentive Docs " No tax consequences either way

" Interconnection Docs
! Refunds on cancellation
" Good will & word of mouth over a few $

CAD Layout
Medium Proposal
! Minimal +
! Layout (Quick, Drawn, or CAD)

! Financial Analysis Overview if appropriate


Layout on Plans Drawn Layout (Excel)

! 1/4”:1’ scale templates also works on many “Plan” docs

Detailed Layout Financial: Payback
$12,000
Analysis Cash Flow with a Loan
Total Lifecycle Payback
Annual Savings Before and After Payback

$10,000

$8,000

Annual Savings
Utility Bill w/o
$6,000
Solar at 5%
inflation
$4,000
Total Savings
$2,000
Initial Cost
$-
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Loan cost, maintenance, inverter
Year Annual Savings Before Payback
Payback Year (Occurs at 9.7 Years)
replacement & new smaller electric bill
Annual Savings After Payback
$14,000

$12,000
$250,000
Increased Resale Value $10,000
$200,000 (Over Time) $8,000

Annual Savings
Resale Value
$150,000 $6,000

$4,000
$100,000
$2,000 Net Annual
Savings
$50,000 $-
1 3 5 7 9 11 13 15 17 19 21 23 25
$(2,000) Years
$-
$(4,000)
Years 1 3 5 7 9 11 13 15 17 19 21 23 25
Effective Resale Value (lesser of 20x annual or remaining 25yr savings) $(6,000)
20 times Annual Savings
Remaining savings within 25 years
Plus Rate of Return (IRR)


Long / Detailed Proposal Net Metering

Sell Power to the
! Medium + Utility by Day
! Discussion of how systems work

! Other ways to save energy

! Graphics on their electric use
Buy Power at
before and after solar is installed Night and Winter .

•Exchange at Retail
! Graphics of how it will look on
•100% Efficient Battery
their building •Annual Cycle


Tiered Rates & Usage Google Sketchup
35.0¢
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


Use/Bill Before Solar Small “Net” Use After Solar
Marginal Use at 41¢ Marginal Use at 11.4¢ - 13.3¢ .

Solar systems offset the most expensive usage first
! Draw the building
! Show the solar array

Pictures with Graphics

OnGrid Example Proposals

! Solar on Roof
! Inverters on Wall


! Include in slides in future?
! Short & long, Econ & Enviro?

Target Proposal at
Techno Proposal Topics
Market Segment
! Graphics & Discussion based on ! Get the latest technology
Marketing Segment ! Show how cool you are

" Customer identified during phone screen ! Monitor your PV on your iPhone

and discussions ! Support new technology

! Give them the WIIFM info and evidence ! Support American innovation

they need


Independence Topics Enviro: Trees Planted
! Backup Power
! No foreign or out-of-state energy in CA
No electric bill / No rate hikes
!
BILL
! Save a lot on your bill
! No Utility
! U.S. Energy Independence
! No money to terrorist states for oil


Adopt an Ice Shelf Enviro: Coal
(coming soon) (coming soon)

An 8kW PV System offsets over
10,000 lbs of coal per year
That’s 500 20 lb reusable canvas shopping bags
full of coal not being dug-up, shipped,
burned & polluting the air each year!


Proposal Presentation Proposal Presentation
! Always in person, when possible ! Some pages need more attention than others
" Continues rapport " Skip to the good stuff
# Can look you in the eye " Gauge the clients interest

" Gets immediate answer to questions ! Be sensitive to their feedback, verbal and
non-verbal (NLP)
" Gets immediate feedback
! Take notes - shows attentiveness
" Can ask for the sale on the spot
! Get training on “closing”

! Follow-up in 2 days


Agenda
! Selling
" Sales Organizations Sales Training
" Sales Process

" Sales Training

! Conclusion

Solar Salesperson Knowledge Minimum To Be Hired
! Minimum knowledge & skill to be hired ! Varies by companies willingness to train
! Minimum job knowledge ! Employee or contractor?

! Mathematical concepts of inflation,
! Desirable knowledge
compound arithmetic, and similar level
! Computer skills: Excel, Word, ability to
learn CRM tools & PowerPoint
! Communication: written and verbal

" Ability to bring it down to simple terms

California License
Minimum For In-House Sales
Requirements for Outside Sales
! Know basics of what PV can do, costs, ! Must register with CSLB
& requires (roof, orientation, shading) " Contractors State License Board (CA)
" www.cslb.ca.gov/forms/apphis.pdf
! Must be on path to understanding:
" Residential only
" How PV works " Need set of finger prints

" Economics " Cannot be convicted of serious, relevant

" Calculations for sizing & performance
crime


Minimum Knowledge
Minimum For Outside Sales
For Outside Sales cont’d
! Basic understanding of PV system Tools:
function ! Pathfinder
35.0¢
35.0¢

30.0¢ 30.0¢

25.0¢ 25.0¢
Cents per kWh
Cents per kWh

20.0¢ 20.0¢

! PV economics ! SunEye
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

! Site analysis & data recording sheet

" Rate structures, TOU, Tiers
" Rebates, Tax Credits, PBIs ! Satellite photos & maps

! Analysis & Estimation Software Tools
" Inflation

" Proving the Payback


Minimum For
Basic Analysis & Database Tools
Outside Sales cont’d
! Clean Power Estimator - general customer Electrical:
education ! Basic PV circuit flow
http://www.consumerenergycenter.org/renewable/estimator ! Service Entrance panel
! PV Watts - the standard performance model " Willingness to open
http://rredc.nrel.gov/solar/codes_algs/PVWATTS/ " Ability to find grounding conductor
! DSIRE - database of state & fed incentives " Read ampacity label, calculate if double pole
www.dsireusa.org breaker will fit physically & electrically
! OnGrid Tool - design & analysis portion ! Establish conduit run and DC disconnect location per NEC
Mechanical: figure cost adders for difficult mounts
! Do area calculations or array layout

Desirable Knowledge Desirable Knowledge
Outside Sales Outside Sales - cont’d
! Good understanding of PV systems, types, Stays up to date with industry
technologies, etc ! Attends industry meetings

" Taken basic training class for installers " Solar Forum
" NABCEP Entry Level Certificate " Conferences
! Installations for 2 weeks+ ! Manufacturer product trainings
" Follow-up 1-2 times per year ! Reads periodicals, etc
" NABCEP installer certification - ideal ! www.ongrid.net/dreamjobresources.html
" www.nabcep.org


Possible Job Progression Sales Skills
! Call reception ! Everyone can improve selling skills
" Inside sales
" Listening skills
" Closing & Asking for the sale
#Outside sales
" Getting & approaching referrals
! Salary & responsibility grow with ability " Listening skills
and knowledge " Presenting

" NLP

" Did I mention Listening skills?
# Active & Reflective Listening

Sales Training Agenda
! Sales training available from books, magazines, ! Overview of Marketing
online classes, in person classes, coaches, etc. ! Selling
" Invest in training, its worth it
! Many options
" Sales Process
" Dale Carnegie
" Brian Tracy " Proposal & Presentation Options

" Jeffrey Gitomer " Sales Training
" Earl Nightingale… ! Selling Tools available
! Find what works for you ! Conclusion


Video & Multimedia Solar
Education and Marketing Tool Sales / Proposal Tools

! Home grown / proprietary company tools
Dave Bowden
www.sustainablemedia.net ! QuickQuotes
800-256-5995 x56
! DVD, “Clean Energy News: Buying A Solar Electric System” is a
comprehensive 14 minute overview of residential PV economics,
! CPF Tools
siting, and installation. Uses clear animated graphics to show
elements of technology ! The OnGrid Tool
! Timesaver for solar salespeople, answers most FAQ’s, useful for
educational, promotional, and marketing purposes
! Professionally produced, the writer-director is a experienced solar
advocate and a 28 year veteran of local and national broadcast
television journalism

Home Grown/Proprietary QuickQuotes
! Most companies have something ! Product of Clean Power Research
! Most control & customizable " Makers of the Clean Power Estimator
http://www.clean-power.com/quickquotes/products.aspx
! Must be maintained
! Designed to produce high quality, credible quotes
" Electric Rates
in a simple, easy-to-use, streamlined process
" Rebate, PBI, REC & other incentive info
! Web Based (requires internet connection)
" Tax incentive info
" Has some offline capabilities
" Module & inverter info
! Based on Clean Power Estimator engine
! Accuracy & completeness ! Provides customizable analysis & quotes

CPF Tools The OnGrid Tool
! Product of Clean Power Finance ! Sales Tool
" http://www.cpftools.com " Quickly Identify & Screen Leads
! Newer tool on the market " Organizes Client Info
! Web Based (requires internet connection)
! Design Tool
! Provides customizable quotes
" Size Systems Optimally
! Proves the Payback
! Automatically Creates Quotes & Proposals

! Prepares Paperwork

Calculates Cost & Performance Proves the Payback:
Financial Analysis Methods
System Costs & Cost Adders
$12,000
Annual Savings Before and After Payback

! $10,000

Simple Payback
$8,000

Annual Savings
!
Incentives (Rebate, PBI, Tax Credits, etc)
$6,000

" $4,000

Total Lifecycle Payback
$2,000

Calculates Price, Prepares Quotes ! $-

!
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Year Annual Savings Before Payback
Payback Year (Occurs at 9.7 Years)
Annual Savings After Payback

! Rate of Return analysis
! System Performance
! Cash Flow when financing
" Data from shading devices: 1-touch upload
! Increase in Appraisal Valuation
$14,000

" Site performance variables $12,000

$10,000

$8,000

Tilt, Orientation, Dust, Mismatch, Wire ! Provides spreadsheet of numbers for

Annual Savings
#
$6,000

$4,000

$2,000

# PTC & Inverter Efficiency proof $(2,000)

$(4,000)
$-
1 3 5 7 9 11 13
Years
15 17 19 21 23 25

Power Purchase Agreements
$(6,000)

Choice of Electric Rates & inflation rates
$250,000

! $200,000

Resale Value
$150,000

Grant Applications
$100,000

Estimates TOU kWh Performance and $ savings
$50,000

! $-
Years 1 3 5 7 9 11 13 15 17 19 21 23 25
Effective Resale Value (lesser of 20x annual or remaining 25yr savings)
20 times Annual Savings
Remaining savings within 25 years


Demonstrates
Calculates Environmental Benefit
Environmental Benefit Graphically
! CO2 offset
! NOx, SOx, Particulates reduction

! Equivalent Miles not driven / Cars taken

off the road
! Effective Acres of Trees Planted
! Trees
! Coal
! Ice

OnGrid Tool Outputs Quotation & Contract
for a Renewable Energy Power System
Rates & Incentives
Your Logo Here
OnGrid Solar
4175 Renaissance Dr #4
San Jose, CA 95134

Contractor's License Number: Cont. Lic. #
Contractor's License Type: Cont Lic Type
Salesperson: Andy Black
Phone: (408) 428-0808
Email: andy@ongrid.net

July 4, 2006 ! Pre-programmed w/ many electric rates
& incentive programs:
P.S. State incentives will decline at the
Client: Site Address: 117 So Mary Ave, #30
Mr. Sunny Customer and Ms. Happy Buyer Sunnyvale, CA 94087
Solar User Inc.

Sales Docs Prepared:
SUBMITTED TO THE FOLLOWING.
AUTHORIZATION TO: RECEIVE (408) 333 3333x333W INFORMATION
(408) 111 1111H, (408) 222 2222C, CUSTOMER
cust@buyer.com
Mailing Address: 117 So Mary Ave, #30
Please check allSunnyvale, CA 94087
that apply:
OR ACT ON A CUSTOMER'S BEHALF ! PG&E ! SoCalGas

! PROJECT DESCRIPTION and MAJOR COMPONENTS:
A 10.2 kW PV System, with turn-key installation at customer's site address stated above.
Pacific Gas and Electric THIS IS A LEGALLY BINDING CONTRACT _ READ IT CAREFULLY
Mounting type: Composite roof. Company DISTRIBUTION
(Please Print or Type)
! SCE Size (kW DC, SDG&E12.272 kW
System
System Size (kW AC, CEC)
! STC)
10.220 kW

Cal: PG&E, SCE, SDG&E
Billing
Major System Components:
INTERCONNECTION AGREEMENT FOR System Pricing Details
Customer-Generator
I, Sharp Corporation Sunny Customer
Mr. ND-208U1 modules.
59 NET ENERGY METERING FOR Installed Systemowner $
Price including Sales Tax & Shipping (before Rebate)
Business Customer Center 91,433

"
Module STC rating: 208W NAME TITLE (IF APPLICABLE

Many varieties of Proposal
RESIDENTIAL AND SMALL Estimated Buy-Down Program Rebate at $2.60/W**
$ (26,572)
to be paid to the installer
of COMMERCIALMr. Sunny Customer
SOLAR OR WIND REFERENCE
Contract Price (Customer) have the following mailing address$
Net to Customer 64,861

"
ELECTRIC GENERATING FACILITIES OF
NAME OF CUSTOMER OF RECORD
10 KILOWATTS OR LESS
3 SMA America SB3800U (240V) inverters. Current Payment ______________________
Acct No. Schedule:
117 So rating: 3800W each
Inverter Mary Ave, #30 Sunnyvale CA 94087 Event do hereby Amount Approximate Date
, and (%) appoint
MAILING ADDRESS CITY STATE ZIP
Initial Deposit (10% or $1,000) $ 1,000 July 17, 2006
DECLARATIONS

" Munis: LADWP, IID, Anaheim,
Upon ordering of materials (49%) $ 44,717 July 31, 2006
California Energy Commission
Standard Components: of Upon 1516 Ninth materials to the jobsite (40%) $
delivery of St. MS-45 36,573 October 23, 2006

" Contract/Quote
NAME OF THIRD PARTY MAILING ADDRESS
Racking and mounting components per Uniform Building Code $ -
AC and DC disconnects per National Electric Code and Utility $ -
Sacramento CA 95814
Mr. Sunny Customer
Wiring, conduit, and overcurrent protection per National Electric Code Upon municipal building/electrical inspection* (10%) $
("Customer-Generator") and Pacific Gas and 9,143 November 6, 2006
CITY STATE ZIP
Roofing sealant or flashings as needed Total Sale Price**: $ 91,433
Electric Company, also referred to as “Utility”, referred to collectively as "Parties" and individually as "Party,"
consistent with, and andorder to effectuate, the provisions of Sections the categories indicated below:
to act as my agent in consultant (Agent) for the listed account(s) and in 2827 and 2827.7 of the California Public Utilities

Pasadena, Burbank, Riverside, Glendale,
Time for Completion:
Code and Pacific Gas and Electric Company’s electric rate Schedule E-NET (“E-NET”), enter into this “Interconnection
ACCOUNTS INCLUDED IN THIS AUTHORIZATION:
Additional Components: The work to be performed by Contractor pursuant to this Agreement shall be commenced
Agreement for Net Energy Metering For Residential and Small Commercial Solar or Wind Electric Generating Facilities
within ________ days from this date or approximately on:

" CSI 2 & 3 Step Applications
October 23, 2006
of 10 KilowattsMary Ave, #30
1. 117 So or Less” (“Agreement”)1. This Agreement applies to theand shall be substantially completed within 14 days or approximately on: November 6, 2006
Sunnyvale Customer-Generator’s generating facilities Util Acct #
identified below with the specified characteristics and generating capacity, and does not allow interconnection or NUMBER
SERVICE ADDRESS
Monitoring:
CITY
Construction Commencement Schedule:
SERVICE ACCOUNT

operation of facilitiesmonitor/display builtthose described. Accordingly, the Parties agree as follows: be defined as
Standard different than into inverter Commencement of work shall
2.

Turlock, SMUD, Palo Alto, SVP
X Delivery of material to site, or
SERVICE ADDRESS CITY SERVICE ACCOUNT NUMBER
____ __________________________________________________________
1. DESCRIPTION Labor:
Standard OF CUSTOMER-GENERATOR’S SOLAR OR WIND ELECTRIC GENERATING
3. FACILITY (“Facility”)
Design system and secure basic building or electrical permit Contractor's failure to substantially commence work without lawful excuse, within twenty
(Architectural, planning commission or other reviews are extra) CITY
SERVICE ADDRESS (20) days from the date specified above is ACCOUNT NUMBER Contractors License Law.
SERVICE a violation of the

" 3rd Party Authorization
Install specified system in good workman like manner
Complete and submit utility interconnection documents Additional Contract Provisions:
(For more than three accounts, please list additional accounts on a separate sheet and attaceh it to this form)
Project Coordinate building, electrical and utility inspections 1. All payments are due Net 10 days. 1% interest per month carrying charge.
Identification Number: __________________________ 2. *System Completion occurs upon building or electrical inspectors permit signoff. Utility
INFORMATION, ACTS AND FUNCTIONS AUTHORIZED-This authorization provides authority to the to 14 days after permit signoff.
Additional Work: (Utility Log Number) inspection typically occurs 4 Agent. The Agent must thereafter
provide specific written instructions/requests (e-mail is acceptable) about the particular account(s) rebate toany information days of receipt from the State
3. **Installer will refund before customer within 3 is released or

" West: AZ, CO, HI
4. Quoted price includes electric utility fees, but not permit fees
Interconnected Equipment:
action is taken. In certain instances, the requested act or function may result in cost PV you, the customer. Requests for information California Energy Commission.
5. This to system includes athe 5-year warranty required by the may
be limited to the most recent 12 month period.
Table 1. - List of generating equipment interconnecting with Pacific Gas and Electric Company’s Distribution
ALLOWANCES:

" Interconnection Agreements
I (Customer)The followingmy Agent an act on my behalfthoseincluded in the contract price as actswithout an inverter, write in “N/A”
System with, or without,specific prices as indicated are generators interconnecting and functions (initial all applicable boxes):
authorize items or to inverter. (For to perform the following specific allowances.
The contract price shall be adjusted based upon actual amounts rather than estimated amounts herein:
in the rightnone or columns. If an inverter is shared by more than one generator, write “shared” on the same line
_X_ three (1) _____________________________________________
>
as that generator under the manufacturer column and do not enter used inverter rating. Attach account(s), as specified herein,
1. (2) ________________________________________________________
Request and receive billing records, billing history and all meter usage data
the for bill caclulation fo all of my list of additional
(3) ________________________________________________________
1
equipment if applicable.) furnished by the Utility .
regarding utiltiy services
> 2. This quotation price is valid forof correspondenceabove date, quotedmy account(s) concerning (initial all that apply):
Request and receive copies 14 days from the in connection with schedule is valid for 3 days.

" East: NC, NJ, CT
Salesperson Signature: Date:
Type of Generator Verification of rate, date of rate change, and related information; Inverter
> a.
Generator Manufacturer for Inverter Rating
(Solar / If > customer decidesRating Servicegoods and services outlined above, this document shall become part of the Agreement for Supply and Installation
Wind / b. Contracts and the Agreements; Inverter used with Model
the to purchase
(watts) 2

Data entered once
of a Renewable Energy Power System which specifies additional terms and boilerplate consumer rights as part of a Home Improvement Contract.
Hybrid) (watts) Generator
c. Previous or proposed issuance of adjustments/credits; or Number
Customer Acceptance Signature: Date:
1

!
d. Other previously issued or unresolved/disputed billing adjustments
Solar 11,400 W SMA America (to be signed when customer decides to purchase)
SB3800U (240V) 10,773 W
3. Request investigation of my utility bill(s).
Generator Rating: =# of inverters * Inverter Rating 2
- W - W
Inverter Rating =# of inverters * Inverter Rating * Inverter CEC efficiency 4. Request special metering, and the right to access interval usage and other metering data onmy account(s).

" “User Defined” for all others
It is possible that the inverter rating might be the nameplate rating, rather than the CEC rating. For example, the IG3000 might be 3000W instead of 2700W.
5. Request rate analysis.

Accuracy & Time Savings
1 6. Request rate changes.
Additional forms are available upon request by telephoning 415-972-5676 or on PG&E’s website at
http://www.pge.com/gen).

!
7. Request and receive verification of balances on my accounts(s) anddiscontinuance notices.

1
The 2
Utility will provide standard customer information without charge up to two times in a 12 month period per service account. After two requests in a year, I undertstand I may be
The inverter rating equals: (the CEC efficiency for each installed inverter) TIMES (the nameplate rating,
responsible for charges that may be incurred to process this request.
in kW, of each inverter). The CEC efficiency is obtained on the CEC website at
http://www.consumerenergycenter.org/erprebate/eligible_inverters.html as listed on the date the

Commercial, Residential, Agricultural
application is reviewed. Enter the total of all inverter ratings for multiple inverter installations in the Table
Revised 1/11/00
above. Page 1 of 2

!
Page 1 of 9
Form 79-854
Tariffs and Compliance
Revised November 6, 2003
Effective January 1, 2003
Advice 2373-E-B


Scenario Options Use OnGrid Credibility
! User Customizable to Any Situation: With Your Customers
! 8+ years of study of Solar Financial Analysis & Finance
" Commercial, Residential, ! Peer Reviewed Papers (10+) & Published Articles (10+)
Government & Non-Profit ! Classes coast to coast (dozens) at PEC, CCSE, SLI, SEI,
NCSC, NESEA
" Any Rate Structure
! Conergy, AEE, & Solar Depot dealer events, etc
" Any Incentive: Rebate, PBI, REC, ! Linked on CSI GoSolarCalifornia website
Tax Credits & Depreciation ! 400+ subscribing users in Cal. & U.S.
" Any Insolation Location ! SEI Graduate, now instructor
! M.S. Electrical Engineering
Marketing Certificate with emphasis in Finance
! Excel-based: Fast, Portable, non-web !

! Newspaper, Radio & TV appearances & interviews

Results with OnGrid OnGrid:
! Faster, Easier, More Accurate Selling ! Always Up-to-date Rates, Incentives, etc
! Credible Financial Analysis ! Free Training & Support Web Conferencing
" More Effective Selling " Learn Tool, ask Financial Analysis Questions
! New Version 4_0 coming soon
! Faster & Easier Paperwork Completion
! Low Cost: $100/mo (includes 2 users)
= More Sales Closed, Less Effort " Doesn’t require expensive ‘lead acceptance’ or
Free Demo Available - License Agreement other logo on your website to get low price
! No Risk - Money-Back guarantee

Agenda Conclusion
! Overview of Marketing ! Overview of Marketing
! Selling ! Selling

! Selling Tools available ! Selling Tools available

! Conclusion



Sales Risk to Industry High Standards & Quality
! Concern: ! Adhere to High Standards (NABCEP)
" Poor products or bad applications " Good design avoids problems
" Oversold benefits
! Accuracy in expected results
" Quick Buck artists
" Shading - SunEye or Solar Pathfinder
" Give solar another black eye, a la 1980s
# Educate inappropriate customers
! Solution: Long Term Thinking
" Production - PV Design Pro, PVwatts
" Good, high quality systems are available
" Financial - QuickQuotes or OnGrid
" Can be installed correctly and profitable


No Need To Oversell Closing Survey
! The case for solar is excellent for many ! Dealer/Installers (owners)
! Lots of interested customers " Prefer W2 or 1099 workers?
! Important to maintain our credibility ! Solar Salespeople
" With Customers " Prefer W2 vs. 1099?
" With the Media ! Who will take action to get a complete
" With Regulators & Utilities
employment/work agreement put in place?
" With Policy Makers (Incentive Providers)
! Who will take action on revising and updating
their marketing plan?
… to keep the good times rolling!

Thank You Andy Black
! Thanks very much for being here today Solar Financial Analysis
" Solar Energy International: Kyle Bolger & Sales Software
" Johnny Weiss, Carol Weis, The SEI Staff
" Raritan Inn

! Contact me with any questions or concerns
! Please turn in your feedback forms
" What did you like? (408) 428-0808
" What didn’t you like / want changed? andy@ongrid.net
! Stick around for the interactive session next!
www.ongrid.net - Demos, Tools, Articles, & Classes
! Thanks again for coming!

Residential Interactive Example
! Give me the parameters and we’ll
Interactive OnGrid Tool Examples look at the results in OnGrid model
(for those who wish to stay) " Usage, system size, price, rebate
" Tax bracket, inflation

" Starting & ending rate schedule

" % on-peak usage


Andy Black
Solar Financial Analysis
& Sales Software

(408) 428-0808
andy@ongrid.net
www.ongrid.net - Demos, Tools, Articles, & Classes
© 2009 OnGrid Solar, All Rights Reserved. Sales & Marketing for Solar Salespeople & Companies - 239

Dream Job Resources 11/7/08 12:04 AM

HOME
OnGrid SOLAR SALES TOOL
SERVICES
CLASSES
DREAM JOB RESOURCES
PAPERS & PUBLICATIONS
CONTACT

Resource List for
“Find Your Dream Job in Solar”
Live Links Available at: www.ongrid.net/dreamjobresources.html
Article on "Find Your Dream Job in Solar" (823KB PDF), published in "Solar Today", Sept/Oct 2005 issue
www.ongrid.net/papers/SolarTodayDreamJob2005.pdf
Slides from "Find Your Solar Dream Job" (980KB PDF), presentation at Solar Power International 2008
www.ongrid.net/papers/DreamJobInSolarSPI.pdf
Books: Periodicals, Magazines, Journals, Online Sources:
Photovoltaics: Design & Installation Manual – Solar Energy International Photon – www.photon-magazine.com
Photovoltaic Systems - NJATC Solar Today – www.solartoday.org
Solar Living Sourcebook – Schaeffer et al SolarPro Magazine - www.solarprofessional.com
New Solar Electric Home – Davidson Home Power - www.homepower.com
Solar Electric Independent Home–Fowler PV News – www.pvenergy.com/news.html
Practical Photovoltaics – Komp Renewable World – www.renewable-energy-world.com
From Space to Earth – Perlin REFocus- www.ises.org
The Solar Electric House – Strong RenewableEnergyAccess.com – RE news
Got Sun? Go Solar – Moran www.SolarBuzz.com – solar news
Solar Revolution – Bradford www.nrel.gov/pv/news_hotline.html - PV news
Your Solar Home Guidebook – Rahus Institute: www.rahus.org Sandia www.sandia.gov/pv/ - publications
NorCal Solar Energy Resource Guide: www.norcalsolar.org

Courses & Training Programs:
*Solar Energy International (SEI) – www.solarenergy.org, (970) 963-8855, Multi-week, hands on
*Florida Solar Energy Center (FSEC) - www.fsec.ucf.edu/en, (321) 638-1000
*Midwest Renewable Energy Association (MREA), www.the-mrea.org, (715) 592 6595
*State University of New York at Farmingdale, http://info.lu.farmingdale.edu/depts/met/solar/, (631) 420 2000
*North Carolina Solar Center - www.ncsc.ncsu.edu, (919) 515.5666
*State University of New York at Delhi, https://secure.delhi.edu/academics/techdivision/photovoltaics/photovoltaics.htm,
*SunPirate, Inc., http://www.sunpiratesolar.com/Training.htm,
*Lane Community College, Eugene, OR, http://www.lanecc.edu/,
*Great Lakes Renewable Energy Assoc., http://www.glrea.org/,
Solar Living Institute - www.solarliving.org, (707) 744 2017, Partial- & Full-week, hands on
List of training programs (IREC): http://www.irecusa.org/index.php?id=91
DOE list of courses, jobs, etc.: http://www1.eere.energy.gov/education/

Sol “Solar-on-Line” - www.solenergy.org
Pacific Energy Center – www.pge.com/pec
San Juan College, Farmington, NM http://www.sanjuancollege.edu/pages/4003.asp (800) 241 6327
Appalachian State University Dept of Technology, Boone, NC, www.tec.appstate.edu/at/app_tech.html (828) 262-3110
Sonoma State University – www.sonoma.edu/ensp
Diablo Valley College, San Ramon, CA, www.dvc.edu, (925) 685-1230x522, Alt. Energy
Mercy Hot Springs, Firebaugh, CA, www.merceyhotsprings.com, (209) 826 3388
De Anza College Energy Management Technology, environmentalstudies.deanza.edu/es/, Cupertino, CA
OnGrid Solar presentations on Financial Analysis & Payback: www.ongrid.net/classes.html
Solar Decathlon (University teams) http://www.solardecathlon.org/
*Indicates this school is accredited by the Institute for Sustainable Power, http://www.irecusa.org/index.php?id=91, (303) 683 4748

http://www.ongrid.net/dreamjobresources.html Page 1 of 2

Dream Job Resources 11/7/08 12:04 AM

Organizations:
American Solar Energy Society (ASES) - www.ases.org
NorCal Solar Association (NCSEA) - www.norcalsolar.org, (530) 852 0354
California Solar Energy Industries Association (CalSEIA) - www.calseia.org
Solar Living Institute, www.solarliving.org, (707) 744 2017
NABCEP-North American Board Certified Energy Practitioners www.nabcep.org (730) 344 0341
Solar Electric Power Association (SEPA) - www.solarelectricpower.org
Solar Energy Industries Association (SEIA) - www.seia.org
Prometheus Institute for Sustainable Development - www.prometheus.org
California Solar Center, Solar Forum & PV Alliance - www.californiasolarcenter.org
International Solar Energy Society (ISES) - www.ises.org

Conferences & Events:
ASES “Solar 2009”, May 12-17, 2009, Buffalo, NY, www.ases.org, www.solar2009.org
SEIA “PV America”, June 6-13, 2009, Philadelphia, PA, events.jspargo.com/seia09
“34rd IEEE PV Specialists Conference”, June 7-12, 2009, Philadelphia, PA, www.34pvsc.org
“Intersolar 2009”, July 2009, San Francisco, CA, www.intersolar.us,
“SolFest”, mid-late August 2009, Hopland, CA, www.solfest.org, (707) 744 2017
“Solar Energy Week”, San Diego, CA, late September, www.sdreo.org
ASES National Solar Home Tour, nationwide, early Oct, www.ases.org, www.norcalsolar.org
“Solar Power 2009”, Oct 13-17, 2009, San Jose, CA, www.SolarPowerConference.com
Solar Forums, California Solar Center & PV Alliance - www.californiasolarcenter.org
Current Event Listings: RenewableEnergyAccess.com/rea/events/home
NREL/NCPV list of Solar/PV meetings: http://www.nrel.gov/news/events/
Fairs & Events around the US: www.homepower.com/resources/events

Job Boards & Ideas:
www.greenjobs.com
www.solarjobs.us
www.homepower.com/resources/jobs.cfm
RenewableEnergyAccess.com/rea/jobs/home
www.sustainablebusiness.com/jobs
www.ecojobs.com
www.eco.org
www.greenengineeringjobs.com
EnvironmentalCareer.com http://www.environmentalcareer.com/
DOE list of jobs, courses, etc.: http://www1.eere.energy.gov/education/
ADPSR – www.adpsr.org & www.adpsr-norcal.org occasionally has job announcements
Contact the membership & installer lists of CalSEIA, SEIA, NABCEP, SEPA, NorCal Solar, FindSolar.com, ASES
& CEC installer list: www.consumerenergycenter.org/cgi-bin/search.cgi

Articles:
Find Your Dream Job in Solar (823KB PDF), published in "Solar Today", Sept/Oct 2005: www.ongrid.net/papers/
SolarTodayDreamJob2005.pdf
How to Land a Job in the Solar Industry: Upstream vs. Downstream, RenewableEnergyAccess.com, Dec 2007: http://
www.renewableenergyaccess.com/rea/news/businessre/story?id=50949

Career Counseling:
Marie Kerpan: http://www.geocities.com/greencareers/

Volunteer Experience: Grid Alternatives - www.gridalternatives.org & Habitat for Humanity Solar Projects

Tools:
Solar PathFinder, www.solarpathfinder.com, (317) 501 2529
Solmetric SunEye, www.solmetric.com, (877) 263 5026
OnGrid Solar Financial Analysis Tool, www.ongrid.net/payback, (408) 428 0808, andy@ongrid.net
Articles on Financial Payback for Solar: www.ongrid.net/papers

Solar Financial Analysis & Purchasing Consultation
www.ongrid.net . OnGrid Solar . 4175 Renaissance Dr #4, San Jose, CA 95134 . (408) 428-0808 . andy@ongrid.net
©Copyright 2006 OnGrid Solar Energy Systems

http://www.ongrid.net/dreamjobresources.html Page 2 of 2

Andy Black, CEO
Solar Financial Consultant
(408) 428-0808
andy@ongrid.net
www.ongrid.net

Sell PV Systems More Effectively
Economics is the strongest driver in selling PV systems.
Residential & Commercial PV systems can have very good economics.
Example Residential Results:

Final Net
Pre- kWh System Pre-Tax Appraisal Lifecycle
System Cost w/ Tax
Solar per Gross Annual Equity Payback
AC Size Benefits &
Bill Month Cost Return Increase Ratio
Rebate
$100 665 3.0 kW $28K $20K 11.4% $20K 221%
$254 1150 6.0 kW $55K $39K 15.3% $57K 314%
$457 1700 9.0 kW $81K $58K 18.1% $102K 383%

Prove it to your customers with independent 3rd party resources to
boost your credibility. The OnGrid Solar website has:
Upcoming Classes: www.ongrid.net/classes.html
Payback, Economics & Financing of Solar Systems: Understand the variables and ways to
maximize the economics, then learn 5 ways to prove the financial results for Residential,
Commercial & Non-Profit customers. The Commercial class includes Lease & PPA financing.
Sales & Marketing for PV Systems: Learn OnGrid’s secrets to success in building a
powerful and effective sales organization & marketing strategies for residential customers.

Articles & Papers: www.ongrid.net/papers
Use OnGrid published and peer-reviewed articles to enhance your credibility with customers,
and help them understand for themselves why solar is attractive (Please use articles unedited and
including attribution. Contact OnGrid at 408 428 0808 if you’d like to use excerpts).

Tools: www.ongrid.net/payback
The OnGrid Solar Financial Analysis & Sales Tool is a powerful design, quoting,
proposal, and forms tool that will save you tremendous time and improve your closing ratio,
helping you make more sales and money with less time and effort.

Try a FREE demo and see examples of the output at:
www.ongrid.net/payback
! 2008 OnGrid Solar 1.6.08

The OnGrid Solar Financial Analysis & Sales Tool

Simplify Solar Sales:
(866) 966-5577
Qualify and Close in
www.ongrid.net
Less Than a Day!
Show Your Customers Simplify Your Sales
 Their internal rate of return  Identify and screen hot leads
(solar vs. stock market or interest-based investment) (guides salespeople through the entire sales process)

 Their cash flow for financed systems  Size PV systems accurately
(positive and increasing over time) (time of use, shading, tilt, orientation, incentives and more)

 System’s total lifecycle payback and savings  Price systems considering all factors
(show how much they save over time) (e.g., tile roof, custom mounting, etc.)

 Their increased resale value  Create proposals, price quotes quickly, onsite
(often is more than system cost & increases over time) (one button form generation, documentation, includes CSI)

Use customer data to paint them a picture. Example Output*:

Cash Flow: Cash Flow:
Annual Costs: Solar with Loan vs. No Solar Net Annual Savings When Financed
Annual Savings

Utility Bill w/o
Solar at 5% rate
escalation

Loan cost, Maintenance, Inverter Net Annual
Replacement, & new small electric bill Savings

Lifecycle Payback: Resale:
Annual Savings Before & After Payback Resale Value Over Time
Resale Value

Lifetime savings are typically
2-3.5 times system cost
Payback

Resale Value increases due to
increasing annual savings

*See website for detailed description and comprehensive list of customizable outputs and displays.

9:00 a.m. 9:30 a.m. 11:00 a.m. 12:00 p.m. 12:30 p.m. 1:00 p.m. 1:30 p.m.
Receive Qualify, Site Update Present Bid, Close Turn in
Incoming Gather Data, Visit Estimate Contract & the Closed
Sales Call Email Print All Docs Docs Sale Sale
Estimate (on site)

Example Sales Call

FREE Demo / Examples: www.ongrid.net/payback
 2008 OnGrid Solar

The OnGrid Solar Financial Analysis & Sales Tool
for Commercial & Residential PV Sales

A Time-Saving,
(866) 966-5577
Comprehensive
Tool for Solar Sales www.ongrid.net

Helps Create & Close More Sales Calculates TOU Value with Shading
Proves Payback for the Customer Prepares Rebate & Utility Docs Easily

The OnGrid Solar Sales Tool Helps Commercial & Residential Salespeople:
(See www.ongrid.net for comprehensive lists of all details and options)

Perform Multiple Solar Financial
Identify and Screen Hot Leads, Analyses, option to generate a Develop Accurate Price Quotes,
guide them successfully thru Variety Of Proposals including all material,
the entire sales process regulatory and job-site factors
Fill out Closing Sales Paperwork
and Documents (including CSI)
with the touch of a button

Size PV systems based on
customer needs, incentive
programs and site data

Solar Pathfinder ® Upload shading device data for SunEye ®

accurate Time-of-Use value analysis

Demonstrate the financial benefits of a solar electric system to your customer with customized calculations.
Tailor and brand your printouts. Use them for direct presentations as your sales materials.

 PV System Size & Production  Financing & Cash Flow
 Current & Future Electric Bills  Resale Calculations & Graphics
 Cost, Rebate & Tax breakdowns  Rate of Return Calculations

The OnGrid Tool is offered on a subscription basis and is updated frequently with current Rate Schedules,
Incentive, Tax and Product information, and periodically with new tool features and benefits. Download the
free demo. Then, contact Andy Black at andy@ongrid.net or (866) 966-5577 to start closing more sales.

(866) 966-5577
FREE Demo / Examples: www.ongrid.net/payback
 2008 OnGrid Solar

Net Annual
Savings

Renewable Energy Education for a Sustainable Future

Workshop Evaluation
Workshop Title: Solar Sales, Marketing & Economics
Instructors: Andy Black
Dates: March 2-3 Location: Ontario, CA

1. Overall Workshop Quality… Excellent Very Good Good Fair Poor

2. Registration Process……….. Excellent Very Good Good Fair Poor
Your Comments:____________________________________________________
__________________________________________________________________
3. Instructor Knowledge ……...Excellent Very Good Good Fair Poor
Your Comments:____________________________________________________
__________________________________________________________________
4. Location & Facilities ……... Excellent Very Good Good Fair Poor
Your Comments:____________________________________________________
__________________________________________________________________
5. Handout Materials………… Excellent Very Good Good Fair Poor
Your Comments:____________________________________________________
__________________________________________________________________
6. Tours…………...………….. Excellent Very Good Good Fair Poor
Your Comments:____________________________________________________
__________________________________________________________________
7. Guest Speakers……………. Excellent Very Good Good Fair Poor
Your Comments:____________________________________________________
__________________________________________________________________
8. Hands-on Labs……………... Excellent Very Good Good Fair Poor
Your Comments:____________________________________________________
__________________________________________________________________

PO Box 715 Carbondale, CO 81623
39845 Mathews Lane Paonia, CO 81428
970-963-8855 • fax 970-963-8866
sei@solarenergy.org • www.solarenergy.org

Renewable Energy Education for a Sustainable Future

9. Did the workshop meet or exceed your expectations?

10. What did you enjoy most about the workshop?

11. What did you like least about the workshop?

12. Was the course content complete? What, if anything, was missing or irrelevant?

13. Do you feel as if you received your money’s worth? Why or why not?

14. Please make additional comments that SEI may quote.

Thank you for your time!

SEI Staff

PO Box 715 Carbondale, CO 81623
39845 Mathews Lane Paonia, CO 81428
970-963-8855 • fax 970-963-8866
sei@solarenergy.org • www.solarenergy.org

Andy Black
OnGrid Solar
Acronyms Used In Sales, Marketing & Solar Financial Analyst
Economics Classes (408) 428 0808
andy@ongrid.net

AC: Alternating Current (standard AC wall power) LADWP: Los Angeles Department of Water &
ACEEE: American Council for an Energy Efficient Power
Economy: www.aceee.org LBL: Lawrence Berkeley Laboratories
AMT: Alternative Minimum Tax MACRS: Modified Accelerated Cost Recovery
ASES: American Solar Energy Society System
CA: California NABCEP: North American Board of Certified
CAD: Computer Aided Design Energy Practitioners
CalSEIA: California Solar Energy Industries Assn NCSC: North Carolina Solar Center
CARR: Compound Annual Rate of Return NESEA: North-East Sustainable Energy Association
CCSE: California Center for Sustainable Energy NJCEP: New Jersey Clean Energy Partnership
CEC AC: The California Energy Commission AC NLP: Neuro-Linguistic Programming
(Alternating Current) Power Rating NOL: Net Operating Loss
CEC: California Energy Commission NOx: Nitrous Oxides
CEO: Chief Executive Officer NREL: National Renewable Energy Laboratory
CFO: Chief Financial Officer NSHP: New Solar Homes Partnership
CHEERS: California Home Energy Efficiency Rating PBI: Performance Based Incentive
System PEC: PG&E’s Pacific Energy Center
CL&P: Connecticut Light & Power PG&E: Pacific Gas & Electric
COO: Chief Operating Officer PPA: Power Purchase Agreement
CO2: Carbon Dioxide PSE&G: Public Service Electric & Gas (NJ)
CoSEIA: Colorado Solar Energy Industries Assn PTC: PVUSA Test Conditions
CPI: Consumer Price Index PUC: See CPUC
CPUC: California Public Utilities Commission PV: Photovoltaics (Solar Electricity)
CRES: Colorado Renewable Energy Society PVUSA: PV for Utility Scale Applications
CRM: Customer Relationship Management REC: Renewable Energy Certificate/Credit
CSI: California Solar Initiative ROI: Return On Investment
DC: Direct Current (what comes out of PV modules) ROR: Rate of Return
DER: Distributed Energy Resource/Renewable SB1: CA Senate Bill 1, the law that created the CSI
DGR: Distributed Generation Resource SCE: Southern California Edison
DSIRE: Database for State Incentives for Renewable SDG&E: San Diego Gas & Electric
Energy: www.dsireusa.org SDREO: San Diego Regional Energy Office (now
DWR: Department of Water Resources called CCSE)
EPBB: Expected Performance Based Buydown SEI: Solar Energy International
EPBI: Expected Performance Based Incentive SLI: Solar Living Institute
FASB: Financial Accounting Standards Board SMUD: Sacramento Municipal Utility District
FICA: Social Security Payroll Tax SOx: Sulfur Oxides
FMV: Fair Market Value S-REC, sREC: Solar Renewable Energy Certificate
FIT: Feed-In Tariff STC DC: Standard Test Conditions DC (Direct
HELOC: Home Equity Line of Credit Current) rating
HERS: Home Energy Rating System STC: Standard Test Conditions
IDR: Interval Data Recording (meter) SVP: Silicon Valley Power
IID: Imperial Irrigation District SWOT: Strengths, Weaknesses, Opportunities,
IRR: Internal Rate of Return Threats
IRS: Internal Revenue Service TOU: Time Of Use
ISO: Independent System Operator TRC: Tradable Renewable Certificate (= sREC =
ITC: Investment Tax Credit REC = Green Tag)
JCP&L: Jersey Central Power & Light UI: United Illuminating Co. (CT)
kWh: kilowatt-hour URG: Utility Retained Generation
WIIFM: What’s In It For Me

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