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“Sales & Marketing for SolarSalespeople & Companies”Andy BlackSolar Financial Analyst(408) 428 0808x1andy@ongrid.netCheck-in (15 minutes before listed start time)IntroductionsMarketing OverviewBreak, Q & A, NetworkingMarketing Promotion Strategies - Market SegmentsLead GenerationMarketing Tools with Existing CustomersCustomer Relationship ManagementSales OrganizationsStaffingSales Costs 12:00Lunch, Q & A, Networking ( 45 minutes)Sales ProcessConnecting with CustomersWorking the Sales FunnelProposals & PresentationBreak, Q & A, NetworkingSales TrainingSalesperson Solar Knowledge NeededSales TrainingSales & Proposal Tools 4:30Formal Conclusion, Break, Q & ADiligence:Heights by great men reached and kept were not obtained by sudden flight, but they, whiletheir companions slept, were toiling upward in the night.- Henry Wadsworth Longfellow

“Sales & Marketing for SolarSalespeople & Companies”Andy BlackSolar Financial Analyst(408) 428 0808x1andy@ongrid.netAbstract:Andy Black, experienced salesperson and marketer of PV systems, shares his knowledge aboutcreating and closing residential and small commercial solar sales. First covered, a marketingoverview, and discuss effective and ineffective marketing strategies, with a deep look at leadgeneration. We then look at Sales Organizations, and the benefits, costs, and issues of sales staff,including sales structures & compensation. An in depth look at the sales cycle with interactiveexamples of the processes, interactions and systems Andy has developed and successfully used forseveral years. This section will include discussion and interactive examples of lead screening, sitevisits, proposal preparation and presentation, closing, documentation and writing up the sale.Finally, the class will close with a discussion of the skills required to be a successful salesperson inthe industry, and what hiring managers should look for, as well as some of the tools and new salesstrategies that may be emerging. Interactive discussions and questions are encouraged.Biography:Andy Black is a Solar Financial Analyst and the owner of OnGrid Solar. OnGrid Solar providesfinancial analysis and sales education & software to solar installers to help them make a strong salescase for solar electricity to their customers. Andy has more than a dozen years of design, consulting,teaching, sales, and research experience in solar. He specializes in demonstrating the financialpayback of solar electricity systems. He is a former NABCEP certified solar installer.Andy Black is a recent member of the Board of Directors of the American Solar Energy Society andserved as Chapters Representative. He is also a member of the Advisory Board of the NorthernCalifornia Solar Energy Association.Andy’s formal education includes a Bachelor’s in Electrical Engineering from Penn StateUniversity, a Master’s in Electrical Engineering from University of Southern California, and aMarketing Certificate at the University of California. His training in solar electricity includes SolarEnergy International’s intensive photovoltaic coursework and more than a dozen specialty coursesin solar electric and related fields. He presents regularly on the financial analysis of solar electricityto audiences nationwide.Contact Info:Andy BlackOnGrid Solar4175 Renaissance Dr #4, San Jose, CA 95134(408) 428 0808x1andy@ongrid.netwww.ongrid.net

SALES & MARKETING FOR SOLARSALESPEOPLE & COMPANIESGoals of the Day!Andy BlackOverview of MarketingMarket Segments" Lead Generation"Presented at:ASES National Solar ConferencesSolar Energy InternationalSolar Living InstitutePG&E’s Pacific Energy CenterColorado Solar Energy Industries AssociationCalifornia Center for Sustainable EnergyNortheast Sustainable Energy AssociationNorth Carolina Solar Center!SellingBuilding a Sales Organization" Selling Angles"!Selling Tools availableUpdated: Fall 2011 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 2Audience SurveyWho’s Here? What’s your background?! Dealer/Installers (owners)Audience Survey"Goals & Focus of the Class?! Building a Sales Organization! Sales Strategies! Marketing Strategies! Sales Training 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 3"!Quickly Introduce YourselfName" What you do or want in your current/futurerole" (20 seconds or less please)""Networking List? 2011 OnGrid Solar, All Rights Reserved.Residential / Commercial (small or large)Thermal / PV! Marketers! Others?Taken the OnGrid Solar Economics/Payback class?Intro to Finance with Leases & PPAs class?! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 4Instructor Background!!!!!!Sales & Marketing for Solar Salespeople & Companies - 5CurrentFuture!!!Solar Salespeople"Introductions / Networking!CurrentFutureM.S. Electrical EngineeringSEI graduateNABCEP Certified Solar PV Installer EmeritusInvolved with Solar since 1991Studying, writing, & presenting about SolarFinancial Issues since 2000Solar Salesperson 2001-2006Now a Solar Financial Analyst &Creator of the “OnGrid Tool” solar sales software 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 6

Handouts & Resources!DecorumSlide Handouts"Acronyms!Feedback FormResources available at www.ongrid.net! Articles & papers on solar “Payback”! Upcoming classes & events"""!Slides from past classes!Free Trials of the OnGrid ToolSales & Marketing for Solar Salespeople & Companies - 7 2011 OnGrid Solar, All Rights Reserved.Cell phones to fun mode" Side conversations: Yes or No?" Questions & Comments or just Questions?" Please help each other 2011 OnGrid Solar, All Rights Reserved.DecorumQuestions: Please focus on Marketing & Sales! Good environment:Cell phones to fun mode" Side conversations: Yes or No?" Questions & Comments or just Questions?" Please help each other!Site Logistics & Breaks""!FacilitiesLunch & 2 breaks: NetworkingSales & Marketing for Solar Salespeople & Companies - 8Main Points of Today!"Questions?Good environment:"PV Economics for Commercial & Residential (8hr)Financing Solar Intro including PPAs & Leases (8hr)!Questions: Please focus on Marketing & Sales" Preferred at points marked:How to be successful in the Sales &Marketing of Solar! Building & Training an Organization! Developing Sales & MarketingStrategies that WorkInteractive exercises – Q&A dependent 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 9 2011 OnGrid Solar, All Rights Reserved.What are we Listening For?AgendaImportance of Listening!!!!!Ignore the rest of the day?Better Listening (to your customer) is far moreimportant than all the rest of what’s discussedtodayCustomers will tell you everything you need to doto make them happy (i.e. buy from you)Be their “Solar Doctor” not their “Salesman”"Find out “Where it Hurts” 2011 OnGrid Solar, All Rights Reserved.WIIFMSales & Marketing for Solar Salespeople & Companies - 11Sales & Marketing for Solar Salespeople & Companies - 10!Overview of Marketing""!Market SegmentsLead GenerationSellingSales OrganizationsSales Process" Proposal & Presentation Options" Sales Training""!!Selling Tools availableInteractive Examples (if time) 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 12

DiligenceHeights by great men reached and keptwere not obtained by sudden flight, butthey, while their companions slept, weretoiling upward in the night.MarketingOverview- Henry Wadsworth Longfellow 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 13 2011 OnGrid Solar, All Rights Reserved.What is Marketing?!Sales & Marketing for Solar Salespeople & Companies - 14What is Marketing?“All the activities involved in themovement of goods to final customers”!- Encyclopedia Britannica“The process of planning andexecuting the conception, pricing,promotion, and distribution of ideas,goods and services to create exchangesthat satisfy individual & organizationalobjectives.- American Marketing Association 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 15Marketing is Essential & Missing!!Central in a businessDefines product" Determines price" Protects - Legal" Plans for survival and growth - SWOT"Engineers RejectionMarketing is missing in many solar firmsNo value given to it" Hippie days" Engineer driven" Contractor driven" 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 16Marketing’s FunctionMarketing is Essential"! 2011 OnGrid Solar, All Rights Reserved.#"Strengths, Weaknesses, Opportunities, ThreatsPromotes & sellsDangers if not central: Engineers? Sales? Legal?! Balances needs: Input from all, Direction to all!Sales & Marketing for Solar Salespeople & Companies - 17 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 18CustoSal

Marketing is EssentialWithout it, no one knows you’re there! You don’t know where you are!"Topics in Marketing!Defining Products" Promotion Strategies" Making a Compelling Case"Customer / Market surveysYou don’t know what to sell or to whom! You don’t know what to charge!Sales & Marketing for Solar Salespeople & Companies - 19 2011 OnGrid Solar, All Rights Reserved.Marketing is more than advertising4 P’s of Marketing!Product!Placement (Distribution)!Price!PromotionSales & Marketing for Solar Salespeople & Companies - 20 2011 OnGrid Solar, All Rights Reserved.The ProductEasy right?! The “thingus” being sold:!"Eg. 2 panel SDHW system or 1.25kW PVPhoto used with permission from the University ofCentral Florida's Florida Solar Energy Center 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 21The same system isactually 4 or more “products” 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 224 Ways to look at Thermal or PVFinancial 4 “Products” InvestmentEnvironment Saver!Huh?PVSystemSIndependence& FreedomTechnologyGadget#5: Status Symbol? 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 23 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 24

SegmentationSub-Segments4 groups, each see a different product! Each group needs its own approach! Each is a Market Segment!"!!There are sub-segments 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 25Each Segment has sub-segmentseg. The Independents might want:" Backup Water / Power" No foreign or out-of-state energy" No or lower electric or gas bill / No rate hikes" No utilityBILL 2011 OnGrid Solar, All Rights Reserved.Target Markets!Sales & Marketing for Solar Salespeople & Companies - 26PromotionEach Segment or sub-segment is aTarget Market!Promote each “Product”Different message for each segment" Message tailored to target market"Each with different needs & wants" Needs different messages that relate"Messages focus on sub-segments! This becomes Promotion! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 27 2011 OnGrid Solar, All Rights Reserved.Promotional By GroupPayback doesn’t work on tree huggers! Tech “coolness” doesn’t work onaccountants! Some crossover, but usually one focusIndepis dominant:Sales & Marketing for Solar Salespeople & Companies - 28Target Market Segments!EnviroTechoEnvironmentalists – global warming, .! Financial – payback focused! Techno – weenies & gadgeteers! Libertarians - * &#@ the Utility! Status Symbol – Am I hip?!Econ 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 29 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 30

One MessageDoes Not Fit All AudiencesTrying to hit all at once will hit no one! Focus on one target in each message!One segment approach:!Keep target clear" Keep message clear for the target" OK to miss other targets"#Go only for most important targets 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 31!To the Sierra Club member: “A solarsystem generates a positive cash flowand will increase your home equity”Where’s the environmental value? 2011 OnGrid Solar, All Rights Reserved.How Could ThisBe Reconstructed?What’s the Sierra Club member lookingfor?! What are the key words & phrases?! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 33How about!To the Sierra Club:“Solar systems are a great way topreserve the environment cleanly andquietly, and with rebates are at thelowest prices ever. Now your dream ofreally helping the planet is finallyaffordable.” 2011 OnGrid Solar, All Rights Reserved.A second segment:!To a banker looking for an investment:“A solar system generates clean quietenergy which helps preserve theenvironment.”!Sales & Marketing for Solar Salespeople & Companies - 32Sales & Marketing for Solar Salespeople & Companies - 34How about!To the banker:“A solar system generates a positivecash flow and will increase your homeequity. Call Andy for a customizedfinancial analysis.”Where’s the investment value? 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 35 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 36

4 SegmentsSub-Segments Group ExerciseFinancialInvestment!Environment SaverPVSystemPVIndependence& FreedomTechnologyGadget#5: Status Symbol? 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 37WIIFM?! What’s In It For Me! Everyone thinks this way! Keep in mind for presentations, promotionalmaterial, conversations, etc! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 39Independence Sub-SegmentsNo reliance on finite fossil resources! No dependence on “big business” for energy! Cut living expenses! Save X over lifetime! Kick the utility! Keep the money in our state! National Pride! 2011 OnGrid Solar, All Rights Reserved.List several sub-segment motivations in each of theseareas (Independence, Enviro, Techno, Financial, Status):Sales & Marketing for Solar Salespeople & Companies - 41System 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 38Independence Sub-SegmentsBackup Energy - No Blackouts! No foreign or out-of-state energy in CA! No bill / No rate hikesBILL! Save a lot on your bill! No Utility! U.S. Energy Independence! No money to terrorist states for oil! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 40Independence Sub-SegmentsSurvivalist, End of World/Social UnrestProtection! Don’t trust the utility! Grid is weak/old! Terrorism protection! Cocooning in retirement (controlled costs)! Self sufficient! Electric Vehicle, Plug-in Hybrids! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 42

Enviro Sub-SegmentsIndependence Sub-SegmentsGovernment mandates – U.S. Bases! Corporate mandates – franchises and branchoffices! Remote access for isolated off-grid customers! Produce your own Power! Have / Be in Control! “Think Different”! Early adopters (those who see themselves as)! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 43Enviro Sub-SegmentsGrow your own! Reduce your carbon footprint / CO2 emissions! No dirty power plants! Save water! Save polar ice! Stop strip-mining! Reduce coal digging, burning, and pollution! Grandchildren & 7 generational thinking! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 44Enviro Sub-SegmentsReligious GroupsCity R.E. (Renewable Energy) Standards! Company / Corporate R.E. Standards! Colleges walking their ‘teach’! Customer relations: “We’re good corporatecitizens”! Farmers! Decision-makers & high profile people! Drive a green EV! Early adopters (those who see themselves as)!BP in the Gulf / Exxon Valdez! CO2 avoidance! Climate change! Pollution & Health effects! Acid Rain & mercury on fishing! Noise pollution! Save country / land for future! Distributed Generation to fight utility-onlysolar (because it’s more eco-friendly)! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 45! 2011 OnGrid Solar, All Rights Reserved.Techno Sub-SegmentsGet the latest technology (gadgets)Show how cool you are! Monitor your system on your iPhone! Support new technology & Americaninnovation! Efficiency & tech advancement of product! Advancing society – cutting edge! Show-offs! Smarter way to get electricity!! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 47Sales & Marketing for Solar Salespeople & Companies - 46Techno Sub-SegmentsHighest state of the art in efficency to getelectricity or propulsion for an EV! Early adopters (those who see themselves as)! Apple “Mac” styled simplicity – all selfcontained! “Think Different”! Anti-establishment! People who understand the technology(semiconductors)! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 48

Techno Sub-Segments!!People who like the simple eleganceSelf builders / designers & self monitoring –can participate in the design & operation 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 49Financial Sub-SegmentsAttractive ROI, IRR, or ROR! Positive Cash Flow if financed! Improved property value! Attractive “Payback” & “Lifecycle Payback”! Get free money from gov’t (rebates, taxcredits)! Increase discretionary / disposable income! Low ongoing cost, assured performance! Savings on roof wear & tear! 2011 OnGrid Solar, All Rights Reserved.Financial Sub-SegmentsEliminate Bill (can also be “Independence”)Financial independence! Taking from our enemies! Employment – job creation! Solar Investment Tax implications! Low “Beta” (low risk investment, lowvolatility)! Rate stability! Financial hedge!! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 51Financial Sub-SegmentsSavings on cooling! Lowers operating expenses so increase CapRate value! Low maintenance! Green Lease to tenants w/ Master Meterproviding green electricity! 2011 OnGrid Solar, All Rights Reserved.Status / PR Sub-SegmentsKeeping up w/ the Jones’s! Bragging rights! Positive PR (for a company)! Customers asking companies: “What are youdoing for the environment?”! Early adopters (those who see themselves as)! Being a green link in the supply chain! Offer a competitive advantage to tenants! ARRA support of economy using US product! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 53Sales & Marketing for Solar Salespeople & Companies - 50Sales & Marketing for Solar Salespeople & Companies - 52Status / PR Sub-SegmentsHedging future carbon legislation / taxPolitical aspirations! Solar might help your core business – moresales, greater customer retention! Employee satisfaction & productivity! Show off – greater visibility! Energy Star Certification – LEED Certified! Increase occupancy / lower vacancy! Attract tenants who have carbon goals! Allows participation of tenants!! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 54

WIIFM: What’s In It For MeEveryone thinks this way! Keep in mind for presentations, promotionalmaterial, conversations, etc!!Always be listening for:“What’s In It for Them”Promotional Messages!Keep it focused on the target"Harder for audience to see connection# No one will connect - no calls#Use words & phrases from the sub-segmentsto draw attention! Methodical demonstration of benefits!" 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 55Benefits"Unique OfferingWhat’s your business’s mission statement! What’s your differentiator! Unmet niche in region’s needs! What makes your business different wrtyour competitionSales & Marketing for Solar Salespeople & Companies - 57 2011 OnGrid Solar, All Rights Reserved.Know Your CompetitionReview their website! Attend their classes! Look at their marketing materials! Call their office & see how customers aregreeted! Get their proposals?! Look at their coverage areas! Check their prices! 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 56!Create a unique offering 2011 OnGrid Solar, All Rights Reserved.Backed up with Evidence 2011 OnGrid Solar, All Rights Reserved.Methodical Demonstration!Don’t combine messagesSales & Marketing for Solar Salespeople & Companies - 59Sales & Marketing for Solar Salespeople & Companies - 58Market Share MythAre the biggest companies most profitable?! No – often #3 or #4 have higher returns oninvestment! Out-innovate (rather than discount)! Think ‘Profit’ not ‘Market Share’! Provide high-margin value they can’t!"!Specialty, custom, locale, qualityFocus on ‘high-involvement customers 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 60

Methodical Demonstration!BenefitsEvidence for Each Point!Published ArticlesCreate a unique offering" Offer measurable benefits"EvidenceProve the benefit with supportingevidence for each claimSales & Marketing for Solar Salespeople & Companies - 61 2011 OnGrid Solar, All Rights Reserved.Evidence for Each Point!!Published ArticlesGraphs from independent sources!California Electric RatesCents per kilowatt-hourEvidence for Each Point!!Residential, Small Business, andLarge Business Sectors 1970 to 2001*Sales & Marketing for Solar Salespeople & Companies - 62 2011 OnGrid Solar, All Rights Reserved.Published ArticlesGraphs from independent sourcesFigures & CalculationsAnnual Cost"16.00Pre-SolarBill 102 209 37914.00Residential12.0010.0019828.00Small Business6.00Large BusinessSystemSize3.0 kW6.0 kW9.0 kW4.00Deck AdditionBathroom RemodelWindow ReplacementKitchen Remodel2.001970 1971 1972 1973 1974 1975 1976 1977 1978 19791980 1981 1982 1983 1984 1985 1986 1987 1988 19891990 1991 1992 1993 1994 1995 1996 1997 1998 517.677.127.077.787.948.048.549.459.98 10.79 11.08 11.30 11.43 11.61 11.32 11.32 11.32 11.32 11.32 14.40Small Business 437.317.528.068.258.018.248.648.989.599.929.99 10.36 10.26 9.789.789.789.789.78 14.37Large Business 6.936.936.93 11.42Residential7.097.376.932000 2001Source: 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.NetEquity%Cost Increase Return103% 20K 20K145% 39K 57K 58K 102K 176% 6.3K 10.1K 9.6K 44K 6.7K 9.1K 8.2K 33K104%89%85%75%Sales & Marketing for Solar Salespeople & Companies - 63 2011 OnGrid Solar, All Rights Reserved.Residential Tiered Usage Before Solar Years 130.0 25.0 25.0 Cents per kWh30.0 20.0 15.0 10.0 3579111315171921232535791113151719212325 12,000 8,000 4,000Sales & Marketing for Solar Salespeople & Companies - 64!!Published ArticlesGraphs from independent sourcesFigures & CalculationsResidential Tiered Usage With Solar35.0 20.0 15.0 10.0 5.0 5.0 2011 OnGrid Solar, All Rights Reserved.Tier 4Tier 5Tier 4Tier 3Tier 2Tier 1Net UsageTier 50.0 0.0 Tier 1Cents per kWh35.0 8,000Evidence for Each Point!Tier 2!Published ArticlesGraphs from independent sourcesFigures & CalculationsTier 3! 12,000 Years 1Evidence for Each Point! 16,000 16,000California Public Utilities Commission 2011 OnGrid Solar, All Rights Reserved. 20,000 4,000Annual Savings!Net UsageProductionSales & Marketing for Solar Salespeople & Companies - 65 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 66

Evidence for Each Point!!!!!!!Published ArticlesGraphs from independent sourcesFigures & CalculationsEndorsements & TestimonialsQuotes from Satisfied Customers To the conclusion that they’d be foolish tochoose anyone else!Agenda!""!Sales & Marketing for Solar Salespeople & Companies - 67Market SegmentsLead GenerationSellingSales OrganizationsSales Process" Proposal & Presentation Options" Sales Training""! 2011 OnGrid Solar, All Rights Reserved.Overview of MarketingSelling Tools availableSales & Marketing for Solar Salespeople & Companies - 68 2011 OnGrid Solar, All Rights Reserved.WebsiteServices leads (rather than generate)! Provides anonymous way of gettingmore info! Essential!LeadGeneration 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 69Photo used with permission of Real Goods Solar, Inc. 2011 OnGrid Solar, All Rights Reserved.Websites!Lead GenerationEvery business should have"Many customers search online##!Sales & Marketing for Solar Salespeople & Companies - 70Even if it only has your contact infoCan bid on searchable key wordsKeep it simple & timeless"Minimize content you must maintain#Out of date is almost as bad as none at allKeep it low cost & low time investment" You may lose interest in updating it, butit needs to stay looking good" 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 71Events/Booths! Mailings! Data services! Signs! Referrals! Word of Mouth! Paid Ads! 2011 OnGrid Solar, All Rights Reserved.Flyers & DoorHangers! Lead Services! Cold calling! Articles! Listings! Classes/Events!Sales & Marketing for Solar Salespeople & Companies - 72

Events!Solar/Green Home Tours"National Solar Home Tour##"via ASESwww.nationalsolartour.orgOr other groups or do your own tour/eventRisk free to audience (not 1-1 face to face)! Pick a region to focus on! Create draw to your booth:!""Solar Train or Solar Fountain – kineticsGive away itemSales & Marketing for Solar Salespeople & Companies - 73 2011 OnGrid Solar, All Rights Reserved.Booths - VenuesHome, Garden, Farm, & Motorcycle Shows! Art & Wine, Rotary, Chamber ofCommerce & civic/town events/festivals! Farmer’s Markets & Street Fairs! Solar Home & Green Building Tours! Solar Conferences! Green Festivals & similar! RV shows!Booths - VenuesEV Shows! Bike Coalition Fairs! Volunteer-based activities! Sporting events! Kiosk at the Mall! County or State Fairs! Neighborhood parties – “Bring your electricbill!”! Others:!Sales & Marketing for Solar Salespeople & Companies - 75 2011 OnGrid Solar, All Rights Reserved.Sign-up List!!Booth BehaviorSmile!! Offer a handshake & your name!"“Can I answer any questions about solar?”! Sign-up list ""!!!Remove full sheets to safe location 2011 OnGrid Solar, All Rights Reserved.Build mailing list ASAP – Then Use ItSend company announcements#When Full?Sales & Marketing for Solar Salespeople & Companies - 77Sales & Marketing for Solar Salespeople & Companies - 76Mailings"Space for notes (yours or theirs) on bill size,urgency, 5-6 customers per sheet"Hand it to them (don’t ask)Do this if talking to someone else 2011 OnGrid Solar, All Rights Reserved.""!(Don’t ask theirs)!Contact infoCheckbox options:Call ASAP for free survey & quote" Don’t call, just add me to mailing listSales & Marketing for Solar Salespeople & Companies - 74 2011 OnGrid Solar, All Rights Reserved.Events, classes, presentations, newsStay in their mind for referralsKeep sold & lost customers on mailing list! Example: 10K-15K direct mail per week!Target: 1800sqf, good neighborhoods high value homes, 150/mo bills, highequity, high net worth" BP & others also successful w/ Postcards" 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 78

Postcards!!!!Email!Easy & low cost for you" Printing, paper & postage all minimizedEffective" Headline is unavoidable" Must read to scan, even if they discard itEasy for them" No letter opener required" A quick scan gives them all the infoEasy to hang on to (on the fridge)Create Opt-In “Learn More About Solar” emailsignup opportunities:""!Use Email Management service: eg. ConstantContactAllows quick/easy “unsubscribe”" Professional looking emails, easily sent"!Send only real news & info"" 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 79On websiteAt events: classes, your booth/table, etc.Quarterly NewsletterClass, Tour, Open-Solar-House AnnouncementsData Services!SignsInstallation Truck! Sales car magnetic! Lawns at installationProvide targeted addresses!Carefully pick your targets" Overlap w/ your other methods"!Single or multi-use*!Need them to see your name/message often"Sales & Marketing for Solar Salespeople & Companies - 80 2011 OnGrid Solar, All Rights Reserved.Get the multi-use and use it often (every 2-4 months)9x Rule1 in 3 Rule" 27 possible exposures needed""!Photo used with permission from the University ofCentral Florida's Florida Solar Energy CenterSources: Hoovers.com, infoUSA.com 2011 OnGrid Solar, All Rights Reserved.Sales & Marketing for Solar Salespeople & Companies - 81 2011 OnGrid Solar, All Rights Reserved.Photo used with permission of Real Goods Solar, Inc.Sales & Marketing for Solar Salespeople & Companies - 82Professional ReferralsWord of Mouth & ReferralsAsk customers for names! Ask customers to give out your flyers andcards!"“Warm” call-ins better than cold callsBonus of 250- 500 depending on size! Make yourself easy to refer to!"Keep them regularly connected & remindedw/ postcard mailers, notes, etc 2011 OnGrid Solar, All Rights Reserved.S

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

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