energy comsumer coach training 20090428

Consumer Energy Coach Training● What is a Coach?● Marketing Basics● Ways to Convey Information● Know your ... Stuff● Selling Points, Leverage● A Renewable Energy Product Strategy● The Renewable Energy Sales Process● Energy● Other Things you should know● Making the Financial Case● Example Presentation● Coach Role Play

What is a Coach?● A Euphemism for a Sales Person

Not Really

● Another name for a Marketing Person That's a little bit closer

● Maybe a combination of the 2

● A Coach is someone who helps others (consumers, customers, members, etc.) understand and make decisions about their needs

What is a Marketing Person?

● A Marketing Person is a conduit for delivering information from in the organization to the outside world, and delivering information from the outside world into the organization.

● Whether someone is externally focused or internally focused is the primary distinction of a Marketing Person

Types of Marketing

● Externally Focused (Facing) Marketing – Communications (Marcom) Advertising Tactical Marketing (most often confused with Sales) Direct Marketing (Telemarketing)

● Internally Focused (Facing) Strategic Marketing

● Both Product Marketing Segment (Different Industries) Marketing

Coach vs. Marketing

● Calling someone a Coach is our first lesson in ..... Marketing

● Never “Market” the Marketing Person The Marketing Person (Coach) always needs to know

the facts. It is the Marketing Person's (Coach's) job to present the

facts in the best possible way.

Ways to Convey Information

● For Individuals and Small Groups Word of Mouth Presentations Phone Calls Emails, Mailings Trade Shows

● For Large Groups (Mass Media) Internet, Newspapers, Publications Radio, TV

For this Training:

● Focus on Individual and Small Group Communications

Word of Mouth

● A Coach should be armed with the The phone speech “Elevator Speech” The Friends and Family speech The tell me more speech Expert Speech

Different Levels of Knowledge

● Sales● Marketing● Product Development● Engineering/Design● Manufacturing● End User

Know your Audience (customer)

Know your competition● Not just other companies● Also other products/services

● Southwest Airlines became successful because they realized that they were not competing with other airlines, they were competing with drivers

● Co-op Power M2M is not competing with Professional installers, they are competing with DIY

● Solar Hot Water is not competing with Solar Electric, it is competing with Geothermal

Know your Product

● Beyond the Marketing Charts

● Don't just know the Product in general, know exactly the product your co./org. Is offering.

● Defending the Product “Claims”

Know your Organization

● You are always selling● You need to know info beyond your expertise● You may be an expert in a certain field but not

know exactly what your organization is doing

3 Traditional Areas of Competing

● Price● Performance● Service

● Changes for Green Marketing

Creating an Effective Presentation

● The 4 C's of Presenting (and in this order) Correct Clear Complete Concise

● Plus 2 additional C's Colorful Compelling

Steps for Creating a Presentation

● Outline● Page per Concept● Best to have multiple per bullet point● Examples

Historical Personal

● Fill-in as much as possible● Check facts● Make sure easy to read, easy for people to follow

along

Things to Give you Credibility● Ceritifications

NABCEP● Degrees● Hands-on Experience● Know the Basics● Confidence, Enthusiasm, Professionalism● Do not over reach your knowledge● Connections, Inside information (nuggets)

(Publications)

Energy Classifications

● General Energy Terms Sustainable, Renewable, Green, Clean, Alternative

● Sources of Energy Fossil Fuel, Biomass, Solar, Wind, Geothermal, Hydro

● Forms of Energy (Units of measurement) Electrical, Thermal, Mechanical, Chemical

Energy● Energy vs. Power

Power is instantaneous Energy accumulates over time

● Forget about Sustainable, Renewable, Green, Clean, Alternative

● OK, there's Solar, Wind, Geothermal, Hydro

● Different types of Energy Electrical Energy is in kiloWatt hours ( kW-hr) Thermal Energy is in British Thermal Units (BTU) Mechanical Energy is in Foot-Pounds (ft-lb)

Energy and Power● Energy vs. Power

Power is instantaneous Energy accumulates over time

● Water Analogy (Filling up a swimming pool) Power is analogous to the water coming out of the hose

at any instance Energy is analogous to the accumulation of water in

the pool over time

● Cooking Analogy (Oven vs. Microwave) 400W Oven for 30 min. uses 0.2kW-h Energy 1200W Microwave for 6 min. uses 0.12kW-h Energy

Energy and Power

Energy Power

Electrical Kilo-Watt-hour (kW-hr) Kilo-Watt (kW)

Thermal British Thermal Units (BTU) BTU/sec

Mechanical Foot Pound (ft-lb) Foot Pound per second (ft-lb/s)Horse Power hour (hp-hr) Horse Power (hp)

Chemical Calorie (Cal) Calorie per second (Cal/sec)Joule (J) Joule per second (J/s)

Energy Comparisons

Raw Material Produces Cost Considerations

The Sun’s Rays Electricity Yes Yes

The Sun’s Rays Hot Water Yes Yes

Wind Wind Electricity No

Geothermal Hot Water Yes Yes

Small Hydro Water Power Electricity

Yes

Biodiesel Yes Yes

Ethanol Corn oil

Environmentally Friendly

Easy to Locate

Solar Electric

Very expensive – Lots of $ upfront

You need direct sun from 9 am to 3 pm

Solar Hot Water

Cost Effective – Some $ upfront

You need direct sun from 9 am to 3 pm

Cost Effective – Lots of $ upfront

Yes when sited appropriately

Few places have enough wind to make it cost

effective; lots of opposition

Heat from the Earth

Cost Effective – Lots of $ upfront

Few experienced installers

Cost Effective - Lots of $ upfront

Yes when sited appropriately

Some-what

You need a strong enough current to make it cost effective; lots of

opposition and regulatory hurdles

Biomass - Wood, Wood

Pellets, Corn

Pellets, other

Plant Matter and Animal

Feces

Heat and Sometimes Electricity

Inexpensive – Little $ upfront

It produces greenhouse gasses and air pollution

Recycled and virgin oil

Fuel for diesel

engines and oil

heat systems

Inexpensive – Little $ upfront

1.1 Gallons of Recycled oil – the most

environmentally friendly raw material – is

available per person Fuel for gasoline engines

Technical Terms (You should know)

Co-op Power Renewable Energy Strategy

● Conservation is the First thing to do

● Doing Nothing....Is the Worst thing to do

Renewable Energy Sales Process

The Law of Sales

● Just like the Law of Gravity

● If you let go of it .....

● It falls to the ground.

Financial Analysis

Sales Leverage

Coach Role Play