energy comsumer coach training 20090428
DESCRIPTION
Consumer Energy Coach Training by Darren Jones from Co-op Power, Bill Baue from Seachange Radio, and Katie Wilson from Marlboro CollegeTRANSCRIPT
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