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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


for Solar Salespeople & Companies
8:30

Check-in

9:10

Introductions

Andy Black
Solar Financial Analyst
(408) 428 0808x1
andy@ongrid.net

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

Sales & Marketing for Solar


Salespeople & Companies

Andy Black
Solar Financial Analyst
(408) 428 0808x1
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.
Andys formal education includes a Bachelors in Electrical Engineering from Penn State
University, a Masters 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 Internationals 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


SALESPEOPLE & COMPANIES

Introductions & Thanks


Solar Energy International
! Kyle Bolger
! Johnny Weiss, Carol Weis, The SEI Staff
! Raritan Inn
!

Andy Black, OnGrid Solar


Solar Financial Analyst
& Sales Software Creator

Andy Black, OnGrid Solar


"

Solar Energy International, Spring 2009


!

Solar Financial Analyst & OnGrid Tool Creator

You for coming!

2009 OnGrid Solar, All Rights Reserved.

Goals of the Day


!

Overview of Marketing
Market Segments
" Lead Generation
"

Selling
Building a Sales Organization
" Selling Angles
"

Audience Survey
Goals & Focus of the Class?
! Building a Sales Organization
! Sales Strategies
! Marketing Strategies
! Sales Training

Selling Tools available

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 3

2009 OnGrid Solar, All Rights Reserved.

Audience Survey
Whos Here? Whats your background?
! Dealer/Installers (owners)
"
"

Sales & Marketing for Solar Salespeople & Companies - 2

Introductions / Networking
!

Current
Future

"

Quickly Introduce Yourself


Name
" What you do or want in your current/future
role
" (20 seconds or less please)
"

Solar Salespeople
"

Sales & Marketing for Solar Salespeople & Companies - 4

Current
Future

Marketers
Others?
Whos taken the Payback/Financial class?
!
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 5

Networking List?

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Sales & Marketing for Solar Salespeople & Companies - 6

Instructor Background
!
!
!
!

!
!

M.S. Electrical Engineering


SEI graduate & NABCEP Certified PV Installer
13 Years involved with Solar
9 Years studying, writing, & presenting about
Solar Financial Issues
5 Years as Solar Salesperson
Now a Solar Financial Analyst &
Creator of the OnGrid Tool solar sales software

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 7

Handout Resource List


Resources available at www.ongrid.net
! Articles & papers on solar Payback
! Upcoming classes & events
Payback Basics & Residential
" Adv Commercial Payback, PPA & Leases
"

Slides from past classes

Free demos of the OnGrid Tool

2009 OnGrid Solar, All Rights Reserved.

Decorum
!

Please focus on Marketing & Sales

No Side Conversations Please


"

Main Points of Today

Questions:
"

Hard for others to hear

Cell phones to fun mode

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 9

How to be successful in the Sales &


Marketing of Solar
! Building & Training an Organization
! Developing Sales & Marketing
Strategies that Work

2009 OnGrid Solar, All Rights Reserved.

!
!

Ignore the rest of the day


?
Better Listening (to your customer) is far more
important than all the rest of whats discussed
today
Customers will tell you everything you need to do
to make them happy (i.e. buy from you)
Be their Solar Doctor not their Salesman
"

Find out Where it Hurts

2009 OnGrid Solar, All Rights Reserved.

WIIFM

Sales & Marketing for Solar Salespeople & Companies - 11

Sales & Marketing for Solar Salespeople & Companies - 10

What are we Listening For?


Agenda

Importance of Listening
!

Sales & Marketing for Solar Salespeople & Companies - 8

Overview of Marketing
"
"

Market Segments
Lead Generation

Selling
Sales Organizations
Sales Process
" Proposal & Presentation Options
" Sales Training
"
"

!
!

Selling Tools available


Interactive Examples (if time)

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 12

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.

Marketing
Overview

- Henry Wadsworth Longfellow

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 13

2009 OnGrid Solar, All Rights Reserved.

What is Marketing?
!

All the activities involved in the


movement of goods to final customers

Sales & Marketing for Solar Salespeople & Companies - 14

What is Marketing?
!

- Encyclopedia Britannica

The process of planning and


executing the conception, pricing,
promotion, and distribution of ideas,
goods and services to create exchanges
that satisfy individual & organizational
objectives.
- American Marketing Association

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 15

2009 OnGrid Solar, All Rights Reserved.

Marketing is Essential & Missing


!

Marketing is Essential
"

Central function in a business


Define product - customer & engineering
" Define price - engineering & demand
" Plans for survival and growth - SWOT
"

Marketing is missing in many solar firms


No value given to it
" Hippie days
" Engineer driven
" Contractor driven
"

2009 OnGrid Solar, All Rights Reserved.

What is Marketing?
!

Engineers Rejection

Sales & Marketing for Solar Salespeople & Companies - 16

Strengths, Weaknesses, Opportunities, Threats

Protects - legal
" Promotes & sells
"

Sales & Marketing for Solar Salespeople & Companies - 17

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 18

Marketing is Central
Customers

Legal

Dangers if Marketing isnt Central


!

Other Centers:
Engineering: Quality over Profit
" Sales: Volume over Quality or Margin
" Legal: Caution over Opportunity
"

Marketing
Sales

2009 OnGrid Solar, All Rights Reserved.

Engineering

Sales & Marketing for Solar Salespeople & Companies - 19

2009 OnGrid Solar, All Rights Reserved.

Marketing Brings a Balance


!

Marketing

Marketing is Essential
Without it, no one knows youre there
! You dont know where you are
!

Input from & direction to all


departments
" Strikes balance between all needs
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 21

"

Customer satisfaction surveys

You dont know what to sell or to whom


! You dont know what to charge
!

2009 OnGrid Solar, All Rights Reserved.

Topics in Marketing
!

Sales & Marketing for Solar Salespeople & Companies - 20

Marketing is more than advertising


Defining Products
" Promotion Strategies
" Making a Compelling Case

Sales & Marketing for Solar Salespeople & Companies - 22

4 Ps of Marketing
!

Product

Placement

Price

Promotion

"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 23

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Sales & Marketing for Solar Salespeople & Companies - 24

The same PV system is


actually 4 or more products

Product
Easy right?
! The Thingus being sold
!

"

Eg. 1.25kW Grid Tied PV System

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 25

Huh?

2009 OnGrid Solar, All Rights Reserved.

4+ Ways to look at PV
Financial
= 4 Products

Investment

Sales & Marketing for Solar Salespeople & Companies - 26

Segmentation
4 groups each see a different product
! Each group needs its own approach
! Each is a Market Segment
!

Environment Saver

PV
System

"
Independence
& Freedom

Technology
Gadget

There are sub-segments

#5: Status Symbol?


2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 27

2009 OnGrid Solar, All Rights Reserved.

Sub-Segments
!
!

Each Segment has sub-segments


eg. The Independents might want:
Backup Power
" No foreign or out-of-state energy in CA
" No electric bill / No rate hikes
BILL
" No PG&E

Target Markets
!

"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 29

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Each Segment or sub-segment is a


Target Market
Each with different needs & wants
" Needs different messages that relate
"

Messages focus on sub-segments


! This becomes Promotion
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 30

Promotion
!

Promote each Product


Different message for each segment
" Message tailored to target market
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 31

Promotional By Group
Payback doesnt work on tree huggers
! Tech coolness doesnt work on
accountants
! Some crossover, but usually one focus
is dominant
!

2009 OnGrid Solar, All Rights Reserved.

One Message
Does Not Fit All Audiences

Target Market Segments


Environmentalists global warming, ...
! Financial payback focused
! Techno weenies & gadgeteers
! Libertarians - *$&#@ the Utility
!

Trying to hit all at once will hit no one


! Focus on one target in each message
!

Keep target clear


" Keep message clear for the target
" OK to miss other targets
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 33

To the Sierra Club member: A PV


system generates a positive cash flow
and will increase your home equity

Go only for most important targets

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 34

How Could This


Be Reconstructed?

One segment approach:


!

Sales & Marketing for Solar Salespeople & Companies - 32

Whats the Sierra Club member looking


for?
! What are the key words & phrases?
!

Wheres the environmental value?

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 35

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Sales & Marketing for Solar Salespeople & Companies - 36

How about
!

To the Sierra Club:


Solar Electric Systems are a great way
to preserve the environment cleanly and
quietly, and with rebates are at the
lowest prices ever. Now your dream of
really helping the planet is finally
affordable...

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 37

A second segment:
!

To a banker looking for an investment:


A PV system generates clean quiet
power which helps preserve the
environment.

Wheres the investment value?

2009 OnGrid Solar, All Rights Reserved.

How about
!

To the banker:
A PV system generates a positive cash
flow and will increase your home equity.
Call Andy for a customized financial
analysis...

Sales & Marketing for Solar Salespeople & Companies - 38

4+ Segments

Financial
Investment

Environment Saver

PV
System
Independence
& Freedom

Technology
Gadget
#5: Status Symbol?
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 39

Independence Sub-Segments
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
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 41

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Sales & Marketing for Solar Salespeople & Companies - 40

Independence Sub-Segments
No 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
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 42

Enviro Sub-Segments
Grow your own
! Reduce your carbon footprint
! No dirty power plants
! Save water
! Save polar ice
! Stop strip-mining
! Reduce coal digging, burning, and pollution
! Grandchildren & 7 generational thinking
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 43

Techno Sub-Segments
Get the latest technology
! Show how cool you are
! Monitor your PV on your iPhone
! Support new technology
! Support American innovation
!

2009 OnGrid Solar, All Rights Reserved.

Financial Sub-Segments
!
!
!
!
!
!
!

Attractive ROI, IRR, or ROR


Positive Cash Flow if financed
Improve property value
Attractive Payback period
Attractive Lifecycle Payback
Get free money from govt (rebates, credits)
Note: Eliminate Bill is independence

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 45

Promotional Messages
!

?
! Whats In It For Me
! Everyone thinks this way
! Keep in mind for presentations, promotional
material, conversations, etc
!

Always be listening for Whats In It for


Them

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 47

Keep it focused on the target


"

Dont combine messages


Harder for audience to see connection
#No one will connect -> no calls
#

Use words & phrases from the subsegments to draw attention

2009 OnGrid Solar, All Rights Reserved.

WIIFM
!

Sales & Marketing for Solar Salespeople & Companies - 44

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Relevant Compelling Case


Dump the puffery that anyone can claim
! Use various angles of Promotion to
make a compelling case for your
product.
! Methodical demonstration of benefits
!

"

Backed up with Evidence

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Sales & Marketing for Solar Salespeople & Companies - 48

Methodical Demonstration
!

Benefits
"

Evidence for Each Point


!

Published Articles

Offer measurable benefits to create a


unique offering

Evidence
"

Prove the benefit with supporting


evidence for each claim

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Sales & Marketing for Solar Salespeople & Companies - 49

2009 OnGrid Solar, All Rights Reserved.

Evidence for Each Point


!
!

Published Articles
Graphs from independent sources

California Electric Rates


Cents per kilowatt-hour

Evidence for Each Point


!

Residential, Small Business, and


Large Business Sectors 1970 to 2001*

Sales & Marketing for Solar Salespeople & Companies - 50

Published Articles
Graphs from independent sources
Figures & Calculations

16.00

Pre-Solar
Bill
$102
$209
$379

14.00

Residential
12.00
10.00

1982

8.00

Small Business

6.00

Large Business

System
Size
3.0 kW
6.0 kW
9.0 kW

4.00

Deck Addition
Bathroom Remodel
Window Replacement
Kitchen Remodel

2.00
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

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

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

6.93

6.93

6.93

6.93 11.42

Residential

7.09

7.37

6.93

2000 2001

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.

Net
Equity
%
Cost Increase Return
103%
$20K
$20K
145%
$39K
$57K
$58K $102K 176%
$6.3K
$10.1K
$9.6K
$44K

$6.7K
$9.1K
$8.2K
$33K

104%
89%
85%
75%

*Rates only for SCE and PG&E.

California Public Utilities Commission

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Sales & Marketing for Solar Salespeople & Companies - 51

2009 OnGrid Solar, All Rights Reserved.

Evidence for Each Point

Residential Tiered Usage Before Solar


30.0

25.0

25.0

Cents per kWh

30.0

20.0
15.0
10.0

!
!

Published Articles
Graphs from independent sources
Figures & Calculations

Residential Tiered Usage With Solar

35.0

20.0
15.0
10.0
5.0

5.0

0.0

Net Usage

2009 OnGrid Solar, All Rights Reserved.

Net Usage

Tier 5

Tier 5

Tier 4

Tier 3

Tier 2

Tier 1

0.0

Tier 1

Cents per kWh

35.0

Evidence for Each Point


!

Tier 4

Published Articles
Graphs from independent sources
Figures & Calculations

Tier 3

Tier 2

Sales & Marketing for Solar Salespeople & Companies - 52

Production

Sales & Marketing for Solar Salespeople & Companies - 53

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Sales & Marketing for Solar Salespeople & Companies - 54

Create a Logical
Progression
Leading to the Conclusion:

Evidence for Each Point


!
!
!
!
!
!

Published Articles
Graphs from independent sources
Figures & Calculations
Endorsements & Testimonials
Quotes from Satisfied Customers

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 55

The customer would be foolish to do


business with anyone else

2009 OnGrid Solar, All Rights Reserved.

Marketing Conclusion:
Marketing is an important function
! Identify the Products via the Segments
! Identify the messages for Promotion
! Chose the right medium for Promotion
! Build a compelling case
!

Agenda
!

Sales & Marketing for Solar Salespeople & Companies - 57

Overview of Marketing
"
"

Market Segments
Lead Generation

Selling
Sales Organizations
Sales Process
" Proposal & Presentation Options
" Sales Training
"
"

!
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 56

Selling Tools available

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 58

Website
Services leads (rather than generate)
! Provides anonymous way of getting
more info
! Essential
!

Lead
Generation

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Sales & Marketing for Solar Salespeople & Companies - 59

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Sales & Marketing for Solar Salespeople & Companies - 60

Websites
!

"

Many customers search online


Even if it only has your contact info
# Can bid on searchable key words
#

Lead Generation

Every business should have

Keep it simple & timeless


"

Minimize content you must maintain


#

"
"

Out of date is almost as bad as none at all

Keep it low cost & low time investment


You may lose interest in updating it, but
it needs to stay looking good

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 61

Events/Booths
! Mailings
! Data services
! Signs
! Referrals
! Word of Mouth
! Paid Ads
!

2009 OnGrid Solar, All Rights Reserved.

Events
!

Solar/Green Home Tours


"

National Solar Home Tour


#
#

"

via ASES
www.nationalsolartour.org

Or other groups or do your own tour/event

Risk 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 - something kinetic
!
!

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Sales & Marketing for Solar Salespeople & Companies - 63

Smile!
! Offer a handshake & your name
"

Home Shows
! Art & Wine, Rotary, Chamber of
Commerce & civic/town events/festivals
! Solar Home & Green Building Tours
! Solar Conferences
! Green Festival
!

2009 OnGrid Solar, All Rights Reserved.

!
!

Hand it to them (dont ask)


" Do this if talking to someone else
"

2009 OnGrid Solar, All Rights Reserved.

Contact info
Checkbox options:
"
"

Can I answer any questions about solar?


! Sign-up list

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Sales & Marketing for Solar Salespeople & Companies - 64

Sign-up List

(Dont ask theirs)

Sales & Marketing for Solar Salespeople & Companies - 62

Booths - Venues

Booth Behavior
!

Flyers & Door


Hangers
! Lead Services
! Cold calling
! Articles
! Listings
! Classes/Events
!

Space for notes (yours or theirs) on bill size,


urgency,
5-6 customers per sheet
"

Call ASAP for free survey & quote


Dont call, just add me to mailing list

When Full?

Remove full sheets to safe location

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Sales & Marketing for Solar Salespeople & Companies - 66

Mailings
Build mailing list ASAP
! Use it
!

"

Send company announcements


#

"

Events, classes, presentations, news

Stay in their mind for referrals

Keep sold & lost customers on your mailing


list

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Sales & Marketing for Solar Salespeople & Companies - 67

Mailing Example
Postcards
! 10K-15K direct mail per week
! Target: >1800sqf, good neighborhoods high value homes, >$150/mo bills, high
equity, high net worth
! BP & others also successful w/ Postcards
!

2009 OnGrid Solar, All Rights Reserved.

Data Services
!

Provide targeted addresses


Carefully pick your targets
" Overlap w/ your other methods

Postcards
!

"

Need them to see your name/message often


9x Rule
" 1 in 3 Rule
" = 27 possible exposures needed

"

Installation Truck
! Sales car magnetic
! Lawns at installation

Easy for them


"

Easy to hang on to (on the fridge)

2009 OnGrid Solar, All Rights Reserved.

Signs
!

Headline is unavoidable
Must read to scan, even if they discard it

No letter opener required


" A quick scan gives them all the info

"

Sales & Marketing for Solar Salespeople & Companies - 69

Printing, paper & postage all minimized

Effective
"

Get the multi-use and use it often (every 2-4 months)

2009 OnGrid Solar, All Rights Reserved.

Easy & low cost for you


"

Single or multi-use*
"

Sales & Marketing for Solar Salespeople & Companies - 68

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Word of Mouth & Referrals


Ask customers for names
! Ask customers to give out your flyers and
cards
!

"

Warm call-ins better than cold calls

Bonus of $250-$500 depending on size


! Make yourself easy to refer to
!

"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 71

Keep them regularly connected & reminded


w/ postcard mailers, notes, etc

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 72

A
exa

Professional Referrals

? Promotion Mediums
!

Paid Advertising
"

Too large an area for small companies


# Too unfocused
# Easily ignored
#

Partner relationships with:


Architects & Designers
" Bankers & Mortgage Brokers
" Other trades - roofers, electricians
" Chamber of Commerce referral groups
" Real estate agents
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 73

"

Radio worked for Solar Depot


"

Could spread leads over many dealers


over whole broadcast area

Paid Print Advertising - not clear


#

Similar to TV

2009 OnGrid Solar, All Rights Reserved.

Media Success
!

Broadcast TV - failed big at one company!

Sales & Marketing for Solar Salespeople & Companies - 74

Door Hangers / Flyers


Heard mixed reports
! Positive story
!

Ive already checked out your house


" Solar would go well on the back
"

Cable access or focused programming


Special shows on green & solar homes
" Localized or targeted markets
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 75

2009 OnGrid Solar, All Rights Reserved.

Lead Services & Sources


!

Pay for Generated qualified leads


$25-$120 per lead (non-exclusive - typ. given to 3 or 4)
" $120-$500 per exclusive lead (if available - bad)
" FindSolar.com/CoolerPlanet.com - $120-$190/lead
" RoofRay.com - $65 Res, $150 Comm with 10% close
" CleanEnergyQuotes.com - $25/lead

Articles & Media Pieces


!

"

Seems expensive w/ no assurance of sale


"

Level of screening?

Closing ratio?

Non-solar specific lead sources:


"

Sales & Marketing for Solar Salespeople & Companies - 76

Articles in the paper or magazine


Best for credibility boosting
Done by others
" Less perception of bias
"

!
!

Lowest cost
Hardest to get - most effort
"

Possible by working it & having real news

Hoovers.com & infoUSA.com

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 77

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 78

Listings
Google and other listings
! Membership listings in ASES, SEIA
!

"

Classes - My Favorite!
!

Connecting with customers


" Inspiring interest
" Giving unbiased facts
" Reducing sales cycle
" Raising awareness
" Inspiring confidence - youre the expert!
"

Their local chapters: CalSEIA,


CoSEIA, NorCal Solar, CRES, etc.

Lead Generation services


! Phone Book
! Online listing services & Green lists
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 79

Great for:

Risk free to audience (not 1-1 face to face)

2009 OnGrid Solar, All Rights Reserved.

Classes - Venues
Rotary
! Elks, Lions
! Company lunches or
Earth Day events
! Libraries
! Green Festival
!

2009 OnGrid Solar, All Rights Reserved.

Solar Home Tours


! At your office
! Houses of worship
! Environmental
groups
! Brown Bag series
!

Sales & Marketing for Solar Salespeople & Companies - 81

One-Time Sale
!

Minimal repeat business - only referrals


One of the challenges for Viral approach
" An advantage of SolarCitys size
"

Viral Marketing?
Solar City & now others
! Reaching into neighborhoods
!

Building community spirit and interest


" Offering discounts
" Creating goals & excitement
"

2009 OnGrid Solar, All Rights Reserved.

Upsizing is rare & usually illogical

Target your marketing more towards referrals

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 83

Sales & Marketing for Solar Salespeople & Companies - 82

Where Are The


Customers For Each Segment?
!

Only resale possible is when someone moves


"

Sales & Marketing for Solar Salespeople & Companies - 80

Enviro: Earth & Green Festivals/Events, Solar


Home Tours
Independents: Chamber of Commerce & Rotary Business Owners & Leaders, Conservative
Churches, Doctors, Lawyers
Economics: Suburbs w/ large energy use: pools, hot
tubs, extra fridges, lots of computers left on
"

Avoid cities: dense (low, uniform sqf area = low


use), expensive to install (roof access, permits,
hassle)

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 84

Marketing Tools with


Existing Customers
Surveys - gather feedback on your
performance in many areas
! Testimonials & Quotes for website &
brochures
! References
!

"

Test them

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 85

Customer Relationship
Management (CRM)
!

Necessary to manage and utilize valuable


asset for:
Marketing
Sales productivity tracking & forecasting
" Project management (if integrated)
"
"

Can improve several efficiencies and boost


sales
! Can improve time management
!

2009 OnGrid Solar, All Rights Reserved.

CRM Tools

Agenda

Customer Relationship Management


!

Overview of Marketing
"
"

Oracle NetSuite or SmallBusinessSuite


! SugarCRM
! Many others
Sales & Marketing for Solar Salespeople & Companies - 87

Market Segments
Lead Generation

Selling
Sales Organizations
Sales Process
" Proposal & Presentation Options
" Sales Training
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 86

"

Selling Tools available

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 88

Disclaimer
Im not a lawyer:

Sales
Organizations

This is not legal advice


This is for informational purposes only:
Seek qualified legal advice
CA based: Laws vary from state to state

Purpose: Raise Awareness of The Law,


Strategies, Rights, Responsibilities, &
Resources
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 89

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 90

Audience Survey
!

Dealer/Installers (owners)
"

Solar Salespeople
"

Who has W2 vs. 1099 workers?

Sales Staff
Do you want & need them?
!

"

Who is W2 vs. 1099?

Whos got a written agreement?


That includes payment terms?
" That covers confidential information (leads)?
" That discusses what happens after termination?
"

2009 OnGrid Solar, All Rights Reserved.

What are the goals of your business?

Sales & Marketing for Solar Salespeople & Companies - 91

Do you want to expand & when?

Are you good at sales?

Whats your time worth?

Are you willing to manage them?

2009 OnGrid Solar, All Rights Reserved.

Benefits of Sales Staff


Professional and expert at the job
! Dedicate all their time and energy to this
one task
! Low cost if structured properly
!

"

Risks of Sales Staff


!

Mostly commission & time invested

Sales & Marketing for Solar Salespeople & Companies - 93

Authorized to make contracts


"

Potentially expensive mistakes

"

Need good training & guidelines/limits

Are the most visible part of the company


"

Low risk if trained properly

2009 OnGrid Solar, All Rights Reserved.

Need good manners, rapport, responsiveness

2009 OnGrid Solar, All Rights Reserved.

Sales Staff Structures


Employee (W-2)
! Independent Contractor (1099)
! Issues:
!

Control
" Labor laws
" Costs

Sales & Marketing for Solar Salespeople & Companies - 94

Employee
!

Managers have more control over employees


hours, activities, & how the work gets done
Company owns all related work products
produced during employment period
Leads
Customer contact info
" Marketing collateral produced
" These fall under Trade Secret laws

"

"
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 92

Sales & Marketing for Solar Salespeople & Companies - 95

State laws made generally uniform by USTA


(Uniform Trade Secrets Act)

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 96

Employees
At will - can be terminated anytime, for
many legal reasons
! Employees get:
!

More security - wage & hour protection


" Unemployment insurance protection
" Rights about harassment and many other
laws protecting workers
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 97

Independent Contractors
!

Ownership of their work unless give up


under contract

Independent Contractor
In theory, come with expertise, a body of
knowledge, and/or existing clients
! Contractors set own hours & have other
clients (not necessarily competing)
!

"

Sales & Marketing for Solar Salespeople & Companies - 99

Employee costs to company


1/2 FICA (Social Security)
" Job expenses
" Tools & repairs
" Benefits if applicable
" Education & training
" Office space (for monitoring & control)
"

2009 OnGrid Solar, All Rights Reserved.

Employee vs. Contractor Costs


!

Contractors own costs:


Tools and damage to tools
" Some or all job expenses depending on
contract
" Both halves of FICA and other payroll taxes
" Education & training
" Insurance, etc
Sales & Marketing for Solar Salespeople & Companies - 101

Sales & Marketing for Solar Salespeople & Companies - 100

Asset Control
!

Who owns:
Contact info for leads, closed sales, etc
" Salespersons phone & cell number, email
address

"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 98

Employee vs. Contractor Costs

May risk losing access to leads


May be reclassified as employee by IRS

2009 OnGrid Solar, All Rights Reserved.

Too many restrictions = employee status

2009 OnGrid Solar, All Rights Reserved.

Ie. Leads and future right to contact


customers
" Need to take care not to use company tools
and resources (PPT files, logos, marketing
materials, $)
#

Have fewer restrictions on activities except


by contract
"

"

More freedom

"

What info goes on business cards &


proposals

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 102

Asset Ownership
& Control
!

Employees: all assets owned by the


company unless:
Was owned before employment
Different agreement by contract
" Is outside the normal scope of work
"
"

Contractor: sole or shared independent


ownership depending on disclosure and
contract

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 103

Agreements
Avoid problems - spell out as much as possible
! Whether employee or contractor
! How contact info will be owned
! Requirements for turning in data
"

!
!
!

Ie. Entering it into a CRM database

How and when compensation is due


Compensation after termination
Employee Invention Assignment &
Confidentiality Agreement

2009 OnGrid Solar, All Rights Reserved.

Agreement
Covers before, during and after
! Be clear at outset what you want to retain
ownership of after termination
! Make it fair and reasonable for both parties
!

"

Agreements
!
!
!
!

Virtually illegal in CA
Must be reasonable in other states (time & distance)
" Stifles creativity
"

Sales & Marketing for Solar Salespeople & Companies - 105

Written/reviewed by competent legal professional


Applies to your state / jurisdiction
Make sure itll hold up
Non-compete clauses for employees
"

Long term happiness and positive partings

2009 OnGrid Solar, All Rights Reserved.

Standard off the shelf software packages of legal


agreements

2009 OnGrid Solar, All Rights Reserved.

Agreements From
Off The Shelf
!

Nolo Press - www.nolo.com


" Search: Consultant & Independent Contractor
Agreements
Quickforms - www.quickforms.net
"
"
"

Sales & Marketing for Solar Salespeople & Companies - 104

Sales & Marketing for Solar Salespeople & Companies - 106

Termination
Pay for work done but not paid
! Ownership of assets
!

Contractor Sales: www.quickforms.net/quickforms/k16.htm


Employee Sales: www.quickforms.net/quickforms/k32.htm
Inventions Assignment: www.quickforms.net/quickforms/k19.htm

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 107

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 108

Termination (in Cal.) Employee


Wages for all work done thru termination
must be paid within 3 days except:
! Commissions are wages & must be paid
!

Payable per the commission agreement


" Earned but not yet Payable
" Payment over time
" Examples

Termination - Employee
!

Must leave behind all leads, tools, writings,


etc. that relate to the job unless owned
before employment
" Anything gotten by virtue of employment
belongs to the employer
"

"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 109

Employee can send notification of change


of contact info to all their contacts or a
Professional Services Announcement
"

!
!

Must not solicit in any way

May not initiate the next contact


Only then, if contacted, may ask customer
info and solicit business
"

Sales & Marketing for Solar Salespeople & Companies - 111

Follows terms of the contract


! Which provisions of the contract
survive termination and affect behavior
of each party thereafter
!

Confidentiality
" Property ownership
"

2009 OnGrid Solar, All Rights Reserved.

Considerations
!

Who owns the phone number


"

What email address & phone number


goes on proposals
! Important to the future of both parties

Sales & Marketing for Solar Salespeople & Companies - 113

Overview of Marketing
Market Segments
" Lead Generation
"

Selling
Sales Organizations
Sales Process
" Proposal & Presentation Options
" Sales Training
"
"

!
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 112

Agenda

Who gets the calls after termination

Sales & Marketing for Solar Salespeople & Companies - 110

Termination - Contractor

Otherwise must inform of change, and


cannot ask for the info until cust. calls again

2009 OnGrid Solar, All Rights Reserved.

Must return/delete/destroy all of employers


property

2009 OnGrid Solar, All Rights Reserved.

Termination - Employee
!

Employee costs:

Selling Tools available

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 114

Cost of Sales

Sales Expenses
!

Expenses
! Overhead
! Commissions and base pay
!

"
"

!
!

Note: This Section applies to all sales:


Someone (company or worker) has to
eat these costs

!
!
!
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 115

Mileage reimbursement
100% or less of Federal Rate: 55/mile in 2009
Fed rate is fair - includes all costs of driving, such
as insurance, wear & tear, maintenance, etc.

Training
Meals
Events
Office Supplies & Printing
Workers Comp & General Liability Insurance
Can total $500-$1000/month/person

2009 OnGrid Solar, All Rights Reserved.

Overhead
Payroll taxes
! Office space
! Equipment & tools - computer &
software, camera, ladder, pathfinder,
car
! Marketing to get enough new leads
! Referral bonuses
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 117

Compensation Plans
!

Type
Commission plus Base
" Commission only
" Salary only with bonuses
"

Payment Terms
! Territories
! Termination issues
!

2009 OnGrid Solar, All Rights Reserved.

Worker Status (W2 v.1099)


Any Type of Plan (Comm., Base, etc)
! W2 gets other value, so usually lower cash
! 1099 gets more cash in lieu of benefits and
security
!

"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 119

Sales & Marketing for Solar Salespeople & Companies - 118

Commission Only
SALE =

Most common (still?)


! Most risk & highest potential to worker
! Lowest risk to company
!

Could be more costly if high volume


" Least control
"

Often 20-30% difference between

Numbers on following pages assume 1099


(independent contractor) workers

Sales & Marketing for Solar Salespeople & Companies - 116

Only paid to sell, may resist other tasks

High income in good times can cause poor


management and coworker reaction

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 120

Commission Only Ranges


!

4-7% typical, 1.5% low, 7.5% high


Based on gross sale (before rebate)
" Often includes shipping, fees, etc.
" Usually excludes sales tax
" >8% if Parts Only
"

Occasionally higher commission rate on


Gross Profit
"

Commission Plus Base


Becoming very common (at least in comm.)
! Safer for worker - guaranteed small income
in slow periods
! More risky for company in case of low
performance
! Can more easily request other tasks
! Examples: $20K + 3% or $40K + 2%
!

Difficult to judge, be transparent & fair

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 121

"

2009 OnGrid Solar, All Rights Reserved.

Salary plus Bonus


!

Safest for worker & customer


"

Least conflicting motives

Target compensation $60K-$120K


! Example:
!

Greatest risk to company


! Can most easily request other tasks

Sales & Marketing for Solar Salespeople & Companies - 123

$2 million minimum
" $3 million goal for $110K per year
" Less than $2 million =
"

2009 OnGrid Solar, All Rights Reserved.

Quotas
Penalties for below the minimum
! Bonus for exceeding high target
!

Monthly or Quarterly periods


! Adds complexity
! Can cause gaming of timing

Adders for higher than Par selling price


"

Sharing in some of the extra pure profit

Keep it simple
"
"

Sales & Marketing for Solar Salespeople & Companies - 125

Sales & Marketing for Solar Salespeople & Companies - 124

Commission Adjustments

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 122

Sales Targets & Quotas

2009 OnGrid Solar, All Rights Reserved.

Seems like a low %

Reduce frustration and anxiety


Reduce time wasted calculating and
checking

Caps - terrible idea - very bad reward to


best performers

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 126

Fair Compensation
From Start

Commission Adjustments
!

High $ sales - large systems


Commission reduction may not be wise
" Higher reward
" Greater risk - more eggs in fewer baskets
" More work (meetings & docs) per sale
" More competition
" But - thinner margins for company
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 127

Start with a fair comp plan that will not


need to be lowered later
! Reductions in plan very bad for morale
! Start lower, and raise % if need be to
attract the best
!

2009 OnGrid Solar, All Rights Reserved.

Top & Solid Performers


Attract and retain solid performers
! What is the cost of training
replacements?
! What is the lost opportunity?
! What is the risk replacements pose?
! Industry growing fast - hard to find
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 129

Sales & Marketing for Solar Salespeople & Companies - 128

Territories
!

Upfront assigned geographies simplest


All sales pay assigned salesperson
" Simplifies all squabbles
" Team works out sharing/reciprocation
"

1st salesperson gets all geographies,


but knows theyll be cut back to fewer
(and knows which ones)

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 130

Agenda
!

Overview of Marketing
Market Segments
" Lead Generation
"

Sales
Process

Selling
Sales Organizations
Sales Process
" Proposal & Presentation Options
" Sales Training
"
"

Selling Tools available

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 131

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 132

Connecting with Customers


Sales style & approach
! Consultative sales approach
!

Working to help find best solution for


customer
" Regardless of my interests
"

Always pays off


"

Consultative Sales Approach


Everything that follows fits this
! Conversations
! Documents
! Contracts
! Customer service
!

Better relationship, referrals & sleep

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 133

2009 OnGrid Solar, All Rights Reserved.

Listening > Talking

The Sales Funnel


Lead
Contact info
Call screen, Qualify
Prospect
Site visit
Proposal
Sold
Documentation
Construction
Communication
Complete
Referral contact

>
!

Play Doctor
"

Find out where it hurts before prescribing a


solution

Dont Over Inform


Answer their questions concisely
" Be confident you know solar, you dont
need to prove it all to them
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 135

2009 OnGrid Solar, All Rights Reserved.

Lead - Call Screening


Customer call-in
! 1st screen done by reception or inside sales
!

Gather key data


" Contact info & usage or bill
" Keep it simple & positive
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 137

Sales & Marketing for Solar Salespeople & Companies - 134

100
80
60
50
4-10
4-9
4-8

Sales & Marketing for Solar Salespeople & Companies - 136

Lead Disposition
!

Call back?

Visit immediately?
! Do rigorous call screen before visit?
! Examples
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 138

Always Right
The Customer is Always Right
but not every customer is the right
customer for us
! Choose the right customers, and give them
the best
! Screening helps ID the right ones
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 139

Prospecting Steps
Respond - phone/email
! Pre-Qualify - phone
! Prepare
! Qualify - phone
! Site Visit - in person
! Prepare proposal
! Present - in person
! Close - in person
!

2009 OnGrid Solar, All Rights Reserved.

Respond & Pre-Qualify


!

Call and Email Lead ASAP Same Day Lead Arrives


Instant response builds connection
" Allows you to be 1st In (critical)
"

!
!

Gather contact info, ballpark electric bill cost, and


motivation (economics, enviro, independence)
Schedule Qualifying follow-up call (if not now)
Research & Prepare
Zillow.com - real estate stats, home value, etc
" Google them
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 141

Qualify
!

20-60 minutes gathering data & providing some answers


Discuss Goals and Intentions to Go Solar

Answer they & their partners questions

"

"
"
"

Economics, Environmental, and/or Independence


Ask - Anyone else part of this decision?
Never assume status or orientation
Never assume anything - always ask

Initial Assessment of: Roof Type, Orientation, Exposure,


Access, kWh Usage
"
"

View Site on Google Maps (aerial) & Google Earth


(OnGrid builds links based on address entered)

2009 OnGrid Solar, All Rights Reserved.

Rigorous but gentle discussion


"

!
!
!
!
!

Sales & Marketing for Solar Salespeople & Companies - 142

Aerial Views

Qualifying Call
!

Sales & Marketing for Solar Salespeople & Companies - 140

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

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 143

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 144

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 youre looking at the right
house
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 145

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 146

Google Earth Ruler


Max System Size
!

Gather kWh usage


"

!
!

Measure roof
dimensions
Guesstimate area
Guesstimate max
system size

Max System Size is smallest of:


1. Customer Budget (not known yet)
" 2. What fits in area available
" 3. What minimizes electric bill
"

!
2009 OnGrid Solar, All Rights Reserved.

or electric bill $ and figure out usage

Sales & Marketing for Solar Salespeople & Companies - 147

Start with 2 & 3 for initial budgetary test

2009 OnGrid Solar, All Rights Reserved.

Budget Test / Qualify


!

Calculate ballpark price of current max system and what it


will do for them:
"

"

Verbally Float to test for budget


"

"

!
!

Savings, % Bill offset, % usage offset for given system size


and NET cost
Annual Return, Cash Flow, Payback, Resale Value
Based on response, adjust downward to find their Max
System Size
Email Preliminary Quote if Applicable

Confirm viability / seriousness


Schedule site visit or follow-up call w/ more detail
"
"

Full list of electric usage (bills in front of them)


Partner on the call to get concerns answered, etc.

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 149

Sales & Marketing for Solar Salespeople & Companies - 148

An Example Call
!

Need a volunteer to run thru 1st part of the call

Notice
What is asked for
" What is offered
" What gets recorded
" How connection & comfort are built
" Am I listening?
" Am I finding out their problem?
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 150

The Site Visit


2nd Opportunity to show care,
thoughtfulness, and thoroughness
! Provide small gift (ACEEE book or CFL)
and company folder of background info
!

"

!
!
!
!

www.aceee.org

Neat, clean and tidy uniform & appearance


! Answer any questions and of course:
! Inform them of the installation process
!

2009 OnGrid Solar, All Rights Reserved.

Site Visit Discussion

Sales & Marketing for Solar Salespeople & Companies - 151

!
!
!
!

Solar 101 (to their interest level)


Review Customers Current Energy Demand
Review Customers Goals: Tier Shave vs. Eliminate Bill
System Size and Square Footage
" Location of array and inverter
Equipment and Warranties
Utility/Rate Schedules/Net Metering/Annual Billing Cycle
Rebates- CSI Tiered Structure and Limitations, Federal Tax
Credit
Increases Home Value, Not Property Tax
Solar Renewable Energy Credits (S-RECs) as applicable

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 152

Complete Toolkit

Pathfinder/SunEye
Digital camera
Tape measure
Digital level

Ladder - folding or telescoping

!
!
!

"

"

iPhone Clinometer
Damage to gutters & jamming

Site survey data sheet


"

Site
Survey
Data
Sheet

Draw map/layout: identify meter


location, roof space, shading objects,
location of array, inverter location,
property line, etc

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 153

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 154

Solar Pathfinder
Use Tools Effectively

To create confidence
! Build rapport
! Activate imagination
! Have them:
!

Go on the roof with you


" Hold the end of the tape
" Learn how to use the Pathfinder & let them
play with it - great for their imaginations!
"

"

Much faster,
more detail, more
accurate
" Can be included
in proposals

www.pge.com/pec

Sales & Marketing for Solar Salespeople & Companies - 155

Use digital camera


instead of grease
pencil
"

PG&E PEC class on Site Assessments

2009 OnGrid Solar, All Rights Reserved.

Use beanbag or
non-ferrous camera
tripod (rather than
their crappy one)

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 156

PV SITE ASSESSMENT

Andy Black, MSEE, EIT, NABCEP


andy@ongrid.net, (408) 428-0808

9.10.07

Date: ______________

2007 OnGrid Solar. All rights reserved.

OWNER NAME

LAYOUT & SOLAR PATHFINDER POSITIONS (SEE OVER IF NEC.):

COMP

SHAKE

ROOF:

CLAY-TILE
TAR&GRAVEL

CEMENT FIBER TILE


FOAM

VINYL

STANDING-SEAM-METAL
BUILT-UP(MULTI PLY)
EICHLER
PITCH ANGLE:

Y N

METAL-TILE

OTHER-TILE_______________________

MEMBRANE/EPDM

GROUND

ATTACHMENT PENETRATIONS DISCUSSED? Y

ORIENTATION:

COLOR:

AGE:

TORCHDOWN

GROUND-MULTI-ROW

HILL SLOPE: _____


SOON TO BE REPLACED?

ARRAY AREA ACCESS:

TO BE REROOFED?
EASY

CONDUIT INSTALL. ACCESS:

PERCENT FULL SUN :

INSOLATION:
LATITUDE:

MAG VARIATION:

37 N _____

17 E

STRUCTURAL:

PURLINS

TRUSS BRACING

Y N

HARD

SPRAY HOSE TO CLEAN?

ROOF SUPPORTING STRUCTURE


ACCESSIBLE (IE. VIA ATTIC)?

Y N

2x8x______ EICHLER____

HIDE PANELS FROM STREET?

UTILITY LOAD
CENTER:

HARD
MED

DECEMBER 21:

SOILING ISSUE?

Y N

2x6x______

____ RAFTER SPAN BETWEEN:

EQUINOX:

FUTURE SHADING ISSUE?

_____

ROOF RAFTERS APPEAR SOUND?

RAFTER: 2x4x______

AESTHETIC:

JUNE 21:

MED
EASY

Y N

Y N

SHEATHING:
____PLYWOOD

____ BOARD

MATCH SLOPE OF ROOF?

WIND LOADING ISSUES?

Y N

CONDUIT DISCUSSED?

Y N-RACK

Y N

SERVICE: 120 120/240 208/3ph OTHER

MAIN BREAKER: __________A


SE PANEL NAMEPLATE / MAIN BREAKER RATING & BRAND:

GROUND ROD FOUND: Y N


GROUNDING CONDUCTOR FOUND: Y N
BONDED TO: REBAR WATER PIPE GAS PIPE NONE
SUBPANEL 1: TYPE & PANEL NAMEPLATE RATING:

/
EMPTYS:

# POSSIBLE TO TWIN:

INVERTER:

INDOOR OUTDOOR

LOCATION:
WALL SPACE? Y N

LOCATION:
INVERTER AREA ACCESSIBLE? Y N

CONDUCTOR DISTANCES:
INVERTER TO LOCKABLE DISCONNECT:
INVERTER TO NEW SUB PANEL:

EMPTYS:
SHADED? Y N

# POSSIBLE TO TWIN:
VENTED?

GENERATOR AREA ACCESSIBLE? Y N


ARRAY TO INVERTER/CC:

Y N

POLARIS NO-SPACE

OTHER MAJOR PIECES ACCESSIBLE? Y N


SE TO GROUNDING ELECTRODE:

LOCKABLE DISCONNECT TO MAIN PANEL:

NEW SUB PANEL TO MAIN PANEL:

LOCATION:
SUB PANEL REQUIRED?

INVERTER TO BATTERIES:

OBSTACLES (CONCRETE WALLS, ETC):

Inspect the Electrical Panel


!

Complete the Visit

Learn electrical safety

Thanks for their time


! When will you return with
a proposal
!

Pop the cover


! Look for grounding conductor
! Take photos and notes on ampacity
!

"

Immediate - do in the car?


" By X date (3 days max)
" Follow-up 2 days after
presented
"

Advise customer of need and cost of


upgrades and alternatives - before the sale is
closed

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 157

2009 OnGrid Solar, All Rights Reserved.

Presenting
Discussed in next section
! Assuming the sale is closed, lets complete
the sales process
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 159

Writing-Up the Sale


!

Drawings: sketches of electrical,


mechanical layouts, proposed conduit runs
! Photos of front, roof, and from all angles
! Job description write-up with:
Size, components
" Electrical details
" Mechanical details - rafter size, pitch, span
" Special needs, concerns, customer desires

Contract signed
" Incentive Application signed
" Interconnection Authorizations signed
" Copy of Homeowners Insurance*
" Utility bill*
" Deposit check
*Digital camera photo usually suffices
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 161

Sales & Marketing for Solar Salespeople & Companies - 160

Waiting & Construction


Communication
!
!

"

2009 OnGrid Solar, All Rights Reserved.

Get at close:
"

Turning Sale In To Production


!

Sales & Marketing for Solar Salespeople & Companies - 158

Track project weekly w/ construction manager


Someone in the company keeps customer up to
date at frequency they want (every 2-4 wks)
Ideally salesperson, to maintain connection for
later referrals
" Or Construction Coordinator
Single point to solve problems & hear concerns

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 162

Construction Marketing
!

With permission:
"
"

Customer Final Package


!

Invite the neighbors to see the crew work


Send postcards to neighborhood

After System is Interconnected Sales


Representative Schedules Visit with Client
Final Package Includes:
- System Payment Receipt
- Final Signed Building Permit and Plans
- Equipment Warranty Forms
- Contractor Warranty Form
- Owners Manual
- System Operation guide
- Salesperson Evaluation Form
- Customer Referral Sheet

Have a barbie (BBQ) upon completion & invite


friends and neighbors
$500 in burgers and beer could produce a lot of
leads
" Furthers bond with customer
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 163

2009 OnGrid Solar, All Rights Reserved.

Referral Contact
!

With job done well, time to ask for:


Feedback
" Testimonials
" Quotes
" Referrals - you often have to ask
"

4-Month Follow Up
After 4 Net Metering Bills
! Sales Rep Calls Client to
!

Review Bills and System Performance


" Make sure client understands how to read
new bills
" Reintroduce referral program
"

Difficult for me - gets into cold-calling


# Provide them handout materials
#

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 165

2009 OnGrid Solar, All Rights Reserved.

What if You Didnt Close


Find out Why?
! Ask in non-threatening, non-aggressive way
! Dont abuse the trust given
!

Respect the answer


" Dont use it as angle
"

Financing / ROI objection?

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 167

Sales & Marketing for Solar Salespeople & Companies - 164

Sales & Marketing for Solar Salespeople & Companies - 166

Financing / ROI Objection


Can the customer use all the tax benefits
! Are they willing to use their own capital
! If not, maybe a Lease or PPA could help
! Solar Power Partners & MMA Renewable
Ventures offer PPAs for installers who
bring deals
! 2nd chance to close customer w/ new angle
! PPA vendors are ideal customers
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 168

PPA Vendors
Are Ideal Customers
!

Solve the 1-time only sale problem


"

Repeat purchasers

Agenda
Overview of Marketing
! Selling
!

Sales Organizations
" Sales Process
" Proposal & Presentation Options
" Sales Training

They understand installers business


Pay on desirable terms
" Help you grow
" Are predictable to work with

"

"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 169

Selling Tools available


! Conclusion
! Interactive Examples (if time)
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 170

Proposal Process
!

Proposal &
Presentation Options

!
!
!
!

Quick layout of array for size & shading


Detailed layout for proposal
Accurate price quote
Analyses: Econ, Enviro, etc
Write it up including layout & analyses
"

!
!
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 171

Include prepared copies of all docs to be signed:


contract, incentives, interconnection, etc.

Present it
Follow up in 2 days

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 172

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
" Interconnection Docs
"

!
!

Do quick layout with module templates on graph paper


Capture layout with camera - Can include in proposal if tidy

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 173

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 174

Minimal Proposal
Size & cost of proposed system
! Expected impact on their bill
! Contract documents
!

Quote & Contract


" Incentive Docs
" Interconnection Docs

Sales Contracts
!

Must be CSLB compliant


"

Handling rebates
Whos stuck if it doesnt come thru
" Who accepts rebate (and worse cash flow)
" No tax consequences either way
"

"

Refunds on cancellation
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 175

Get software from legal publishers

Good will & word of mouth over a few $

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 176

CAD Layout
Medium Proposal
Minimal +
! Layout (Quick, Drawn, or CAD)
! Financial Analysis Overview if appropriate
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 177

Layout on Plans

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 178

Drawn Layout (Excel)

1/4:1 scale templates also works on many Plan docs

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 179

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 180

Financial: Payback
Analysis Cash Flow with a Loan
Total Lifecycle Payback

Detailed Layout
$12,000

Annual Savings Before and After Payback

Annual Savings

$10,000

$8,000

Utility Bill w/o


Solar at 5%
inflation

$6,000

Total Savings

$4,000

Initial Cost

$2,000

$-

Loan cost, maintenance, inverter


replacement & new smaller electric bill

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Annual Savings Before Payback
Year
Payback Year (Occurs at 9.7 Years)
Annual Savings After Payback

$14,000

Resale Value

$200,000

$12,000

Increased Resale Value


(Over Time)

$10,000
$8,000

Annual Savings

$250,000

$150,000
$100,000

$6,000
$4,000

$(2,000)

$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

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 181

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 183

Tiered Rates & Usage


Residential Tiered Usage Before Solar

25.0

25.0

Tier 5

Tier 4

Tier 2

Tier 3

0.0

Tier 1

5.0

15

17

19

21

23

25

$(4,000)
$(6,000)

Plus Rate of Return (IRR)

Sales & Marketing for Solar Salespeople & Companies - 182

Buy Power at
Night and Winter

Exchange at Retail
100% Efficient Battery
Annual Cycle

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 184

Google Sketchup

Net Usage

Production

Small Net Use After Solar


Marginal Use at 11.4 - 13.3 .

Solar systems offset the most expensive usage first


2009 OnGrid Solar, All Rights Reserved.

13
Years

10.0

0.0

Use/Bill Before Solar


Marginal Use at 41

11

15.0

5.0

Net Usage

Tier 5

10.0

20.0

Tier 3

15.0

Tier 4

20.0

Tier 2

Cents per kWh

30.0

Residential Tiered Usage With Solar

35.0

30.0

Tier 1

Cents per kWh

35.0

Sell Power to the


Utility by Day

2009 OnGrid Solar, All Rights Reserved.

Net Metering

Long / Detailed Proposal


Medium +
! Discussion of how systems work
! Other ways to save energy
! Graphics on their electric use
before and after solar is installed
! Graphics of how it will look on
their building

Net Annual
Savings

$2,000
$-

$50,000

Sales & Marketing for Solar Salespeople & Companies - 185

Draw the building


! Show the solar array
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 186

Pictures with Graphics

OnGrid Example Proposals


!
!

2009 OnGrid Solar, All Rights Reserved.

Solar on Roof
Inverters on Wall

Sales & Marketing for Solar Salespeople & Companies - 187

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 188

Include in slides in future?


! Short & long, Econ & Enviro?
!

Target Proposal at
Market Segment
!

Graphics & Discussion based on


Marketing Segment
"

Customer identified during phone screen


and discussions

Give them the WIIFM info and evidence


they need

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 189

Independence Topics
!
!
!
!
!
!
!

Techno Proposal Topics


Get the latest technology
! Show how cool you are
! Monitor your PV on your iPhone
! Support new technology
! Support American innovation
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 190

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

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 191

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 192

Adopt an Ice Shelf

Enviro: Coal

(coming soon)

(coming soon)

An 8kW PV System offsets over


10,000 lbs of coal per year
Thats 500 20 lb reusable canvas shopping bags
full of coal not being dug-up, shipped,
burned & polluting the air each year!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 193

2009 OnGrid Solar, All Rights Reserved.

Proposal Presentation
!

Always in person, when possible


"

Proposal Presentation
!

"

Can look you in the eye

Gets immediate answer to questions


" Gets immediate feedback
" Can ask for the sale on the spot
"

2009 OnGrid Solar, All Rights Reserved.

Some pages need more attention than others


Skip to the good stuff
" Gauge the clients interest

Continues rapport
#

Sales & Marketing for Solar Salespeople & Companies - 194

Sales & Marketing for Solar Salespeople & Companies - 195

Be sensitive to their feedback, verbal and


non-verbal (NLP)
! Take notes - shows attentiveness
! Get training on closing
! Follow-up in 2 days
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 196

Agenda
!
!

Overview of Marketing
Selling
Sales Organizations
Sales Process
" Proposal & Presentation Options
" Sales Training
"

Sales Training

"

Selling Tools available


Conclusion
! Interactive Examples (if time)
!
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 197

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 198

Solar Salesperson Knowledge


Minimum knowledge & skill to be hired
! Minimum job knowledge
! Desirable knowledge
!

Minimum To Be Hired
Varies by companies willingness to train
! Employee or contractor?
! Mathematical concepts of inflation,
compound arithmetic, and similar level
! Computer skills: Excel, Word, ability to
learn CRM tools & PowerPoint
! Communication: written and verbal
!

"
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 199

Minimum For In-House Sales


Know basics of what PV can do, costs,
& requires (roof, orientation, shading)
! Must be on path to understanding:
!

How PV works
" Economics
" Calculations for sizing & performance
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 201

Residential Tiered Usage Before Solar

Residential Tiered Usage With Solar

35.0
30.0

25.0

25.0

Cents per kWh

30.0

20.0
15.0
10.0

20.0
15.0
10.0

5.0

5.0

Tier 5

Tier 3

Tier 4

Tier 4

Tier 5

Tier 2

Tier 1

Tier 3

Net Usage

Tier 2

0.0

0.0

Tier 1

Cents per kWh

35.0

Net Usage

Production

Rate structures, TOU, Tiers


" Rebates, Tax Credits, PBIs
" Inflation
" Proving the Payback
"

2009 OnGrid Solar, All Rights Reserved.

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 200

California License
Requirements for Outside Sales
!

Must register with CSLB


Contractors State License Board (CA)
" www.cslb.ca.gov/forms/apphis.pdf
" Residential only
" Need set of finger prints
" Cannot be convicted of serious, relevant
crime
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 202

Minimum Knowledge
For Outside Sales contd

Minimum For Outside Sales


Basic understanding of PV system
function
! PV economics

Ability to bring it down to simple terms

Sales & Marketing for Solar Salespeople & Companies - 203

Tools:
! Pathfinder
! SunEye
! Site analysis & data recording sheet
! Satellite photos & maps
! Analysis & Estimation Software Tools

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 204

Minimum For
Outside Sales contd

Basic Analysis & Database Tools


!

Clean Power Estimator - general customer


education
http://www.consumerenergycenter.org/renewable/estimator

PV Watts - the standard performance model

Electrical:
! Basic PV circuit flow
! Service Entrance panel
Willingness to open
Ability to find grounding conductor
" Read ampacity label, calculate if double pole
breaker will fit physically & electrically
"

http://rredc.nrel.gov/solar/codes_algs/PVWATTS/
!

"

DSIRE - database of state & fed incentives


www.dsireusa.org

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
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 205

2009 OnGrid Solar, All Rights Reserved.

Desirable Knowledge
Outside Sales
!

Good understanding of PV systems, types,


technologies, etc

Desirable Knowledge
Outside Sales - contd
Stays up to date with industry
! Attends industry meetings

Taken basic training class for installers


" NABCEP Entry Level Certificate

"

"

Installations for 2 weeks+


Follow-up 1-2 times per year
" NABCEP installer certification - ideal
" www.nabcep.org
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 207

"

!
!
!

Solar Forum
Conferences

Manufacturer product trainings


Reads periodicals, etc
www.ongrid.net/dreamjobresources.html

2009 OnGrid Solar, All Rights Reserved.

Possible Job Progression


Call reception
" Inside sales
#Outside sales
! Salary & responsibility grow with ability
and knowledge
!

Sales & Marketing for Solar Salespeople & Companies - 209

Sales & Marketing for Solar Salespeople & Companies - 208

Sales Skills
!

Everyone can improve selling skills


Listening skills
" Closing & Asking for the sale
" Getting & approaching referrals
" Listening skills
" Presenting
" NLP
" Did I mention Listening skills?
"

#
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 206

Active & Reflective Listening

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 210

Sales Training
!

Sales training available from books, magazines,


online classes, in person classes, coaches, etc.
"

Invest in training, its worth it

Agenda
Overview of Marketing
! Selling
!

Sales Organizations
" Sales Process
" Proposal & Presentation Options
" Sales Training
"

Many options
Dale Carnegie
Brian Tracy
" Jeffrey Gitomer
" Earl Nightingale
"
"

Selling Tools available


! Conclusion
! Interactive Examples (if time)
!

Find what works for you

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 211

2009 OnGrid Solar, All Rights Reserved.

Video & Multimedia Solar


Education and Marketing Tool

Dave Bowden
www.sustainablemedia.net
800-256-5995 x56
!

DVD, Clean Energy News: Buying A Solar Electric System is a


comprehensive 14 minute overview of residential PV economics,
siting, and installation. Uses clear animated graphics to show
elements of technology
Timesaver for solar salespeople, answers most FAQs, 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

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 213

Sales / Proposal Tools


!

Home grown / proprietary company tools

QuickQuotes

CPF Tools

The OnGrid Tool

2009 OnGrid Solar, All Rights Reserved.

Most companies have something


! Most control & customizable
! Must be maintained
Electric Rates
" Rebate, PBI, REC & other incentive info
" Tax incentive info
" Module & inverter info
"

Accuracy & completeness

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 215

Sales & Marketing for Solar Salespeople & Companies - 214

QuickQuotes

Home Grown/Proprietary
!

Sales & Marketing for Solar Salespeople & Companies - 212

Product of Clean Power Research


"

Makers of the Clean Power Estimator


http://www.clean-power.com/quickquotes/products.aspx

Designed to produce high quality, credible quotes


in a simple, easy-to-use, streamlined process
Web Based (requires internet connection)
"

!
!

Has some offline capabilities

Based on Clean Power Estimator engine


Provides customizable analysis & quotes

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 216

CPF Tools
!

Product of Clean Power Finance


"

The OnGrid Tool


!

http://www.cpftools.com

Newer tool on the market


! Web Based (requires internet connection)
! Provides customizable quotes

Sales Tool
Quickly Identify & Screen Leads
" Organizes Client Info
"

Design Tool
"

Size Systems Optimally

Proves the Payback


! Automatically Creates Quotes & Proposals
! Prepares Paperwork
!

Sales & Marketing for Solar Salespeople & Companies - 217

2009 OnGrid Solar, All Rights Reserved.

Proves the Payback:


Financial Analysis Methods

Calculates Cost & Performance


System Costs & Cost Adders
Incentives (Rebate, PBI, Tax Credits, etc)

Calculates Price, Prepares Quotes

System Performance
"
"

Data from shading devices: 1-touch upload


Site performance variables
Tilt, Orientation, Dust, Mismatch, Wire
# PTC & Inverter Efficiency
#

Choice of Electric Rates & inflation rates

Estimates TOU kWh Performance and $ savings

2009 OnGrid Solar, All Rights Reserved.

Annual Savings Before and After Payback

$10,000

Sales & Marketing for Solar Salespeople & Companies - 219

Calculates Environmental Benefit

Simple Payback
Total Lifecycle Payback
! Rate of Return analysis
! Cash Flow when financing
! Increase in Appraisal Valuation
! Provides spreadsheet of numbers for
proof
Power Purchase Agreements
Grant Applications

Annual Savings

"

$12,000

2009 OnGrid Solar, All Rights Reserved.

$8,000

$6,000

$4,000

$2,000

$-

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Annual Savings Before Payback
Year
Payback Year (Occurs at 9.7 Years)
Annual Savings After Payback

$14,000
$12,000
$10,000
$8,000
Annual Savings

Sales & Marketing for Solar Salespeople & Companies - 218

$6,000
$4,000
$2,000
$$(2,000)

11

13
Years

15

17

19

21

23

25

$(4,000)
$(6,000)

$250,000
$200,000

Resale Value

2009 OnGrid Solar, All Rights Reserved.

$150,000
$100,000
$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

Sales & Marketing for Solar Salespeople & Companies - 220

Demonstrates
Environmental Benefit Graphically

CO2 offset
! NOx, SOx, Particulates reduction
! Equivalent Miles not driven / Cars taken
off the road
! Effective Acres of Trees Planted
!

!
!
!
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 221

Trees
Coal
Ice

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 222

OnGrid Tool Outputs

Rates & Incentives

Quotation & Contract


for a Renewable Energy Power System

OnGrid Solar

Salesperson: Andy Black


Phone: (408) 428-0808
Email: andy@ongrid.net

4175 Renaissance Dr #4
San Jose, CA 95134
Contractor's License Number: Cont. Lic. #
Contractor's License Type: Cont Lic Type

Your Logo Here


Client:

Site Address: 117 So Mary Ave, #30


Sunnyvale, CA 94087

Mr. Sunny Customer and Ms. Happy Buyer

Solar User Inc.

Sales Docs Prepared:

PROJECT DESCRIPTION and MAJOR COMPONENTS:

! PG&E
! SoCalGas
!System
SCE Size (kW DC,
! SDG&E
STC) 12.272 kW

Module STC rating: 208W

Data entered once


Accuracy & Time Savings

Generator Rating: =# of inverters * Inverter Rating


Inverter Rating =# of inverters * Inverter Rating * Inverter CEC efficiency
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.

Customer-Generator
Installed Systemowner
Price including Sales Tax & Shipping (before Rebate)
Business
Customer Center

$
TITLE
(IF APPLICABLE
Estimated
Buy-Down
Program Rebate at $2.60/W**
$
to be paid to the installer
have the following mailing address$
Contract Price (Customer)
Net to Customer

NAME

RESIDENTIAL AND SMALL


COMMERCIALMr.
SOLAR
WIND
SunnyOR
Customer
NAME OF CUSTOMERFACILITIES
OF RECORD
ELECTRIC GENERATING
OF

of

3 SMA
America SB3800U
(240V) inverters.
10 KILOWATTS
OR LESS

117
So rating:
Mary 3800W
Ave, #30
Inverter
each

Sunnyvale

MAILING ADDRESS

CITY

REFERENCE

of

NAME OF THIRD PARTY

Racking and mounting components per Uniform Building Code


AC and DC disconnects per National Electric Code and Utility
Sacramento
Wiring, conduit, and overcurrent protection per National Electric Code
CITY
Roofing sealant or flashings as needed

"

64,861

Mr. Sunny Customer

STATE
ZIP
1,000
July 17, 2006
Initial Deposit
(10% or $1,000) $
44,717
July 31, 2006
Upon ordering of materials (49%) $
Ninth
St. MS-45to the jobsite (40%) $ 36,573 October 23, 2006
Upon 1516
delivery
of materials
MAILING ADDRESS
$
$
CA
95814
Upon("Customer-Generator")
municipal building/electrical inspection*
(10%)
$
9,143 November 6, 2006
and Pacific
STATE
ZIPGas and
Total Sale Price**: $
91,433

Electric Company, also referred to as Utility, referred to collectively as "Parties" and individually as "Party,"
to act aswith,
my agent
consultant
(Agent) forthe
theprovisions
listed account(s)
and in the
categories
indicated
below:
consistent
and and
in order
to effectuate,
of Sections
2827
and 2827.7
of the
California Public Utilities
Time(E-NET),
for Completion:
Code and Pacific Gas and Electric Companys electric rate Schedule E-NET
enter into this Interconnection
ACCOUNTS INCLUDEDComponents:
IN THIS AUTHORIZATION:
The work to be performed by Contractor pursuant to this Agreement shall be commenced
Agreement forAdditional
Net Energy Metering For Residential and Small Commercial
Solar or Wind Electric Generating Facilities
within ________ days from this date or approximately on:
October 23, 2006
shall be substantially completed
within 14 days
or approximately on: November 6, 2006
of 10
or Less
(Agreement)1. This Agreement applies
to theand
Customer-Generators
generating
1. Kilowatts
117 So Mary
Ave, #30
Sunnyvale
Utilfacilities
Acct
#
identified
below
with the specified characteristics and generatingCITY
capacity,
and does not allow interconnection
or NUMBER
SERVICE
ADDRESS
SERVICE ACCOUNT
Monitoring:
Construction Commencement Schedule:
operation of facilities
different than
described. Accordingly, the Parties
agree asoffollows:
Commencement
work shall be defined as
Standard monitor/display
builtthose
into inverter
2.

SERVICE ADDRESS

1.

CITY

X Delivery of material to site, or


SERVICE ACCOUNT NUMBER
____ __________________________________________________________

DESCRIPTION
OF CUSTOMER-GENERATORS SOLAR OR WIND ELECTRIC GENERATING
Standard Labor:

3. FACILITY
Design(Facility)
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
(20) days from the date specified above
is ACCOUNT
a violation
of the Contractors License Law.
SERVICE ADDRESS
SERVICE
NUMBER
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)
building, electrical and utility inspections
1. All payments are due Net 10 days. 1% interest per month carrying charge.
Project Coordinate
Identification
Number: __________________________ 2.
*System Completion occurs upon building or electrical inspectors permit signoff. Utility
(Utility Log Number)
inspection authority
typically occurs
4 to
14 days
after
permitmust
signoff.
INFORMATION,
ACTS AND
authorization provides
to the
Agent.
The
Agent
thereafter
Additional
Work:FUNCTIONS AUTHORIZED-This
3. **Installeraccount(s)
will refund rebate
customer
within 3 days
of receiptorfrom the State
provide specific written instructions/requests (e-mail is acceptable) about the particular
beforetoany
information
is released
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 in5. cost
to you,
the
customer.
Requests
forrequired
information
may Energy Commission.
This PV
system
includes
a\the 5-year
warranty
by the California
be limited to the most recent 12 month period.
Table 1.ALLOWANCES:
- List of generating equipment interconnecting with Pacific Gas and Electric Companys Distribution

following
items
or specific
prices
as behalf
indicated
included
in the
contract
price as acts
allowances.
SystemThe
with,
or without,
an
inverter.
(For those
generators
interconnecting
without
an inverter,
in N/A
I (Customer)
authorize
my
Agent
to act
on my
toare
perform
the
following
specific
and functions
(initial allwrite
applicable
boxes):
The contract price shall be adjusted based upon actual amounts rather than estimated amounts herein:

>

in the right
three
If an inverter is shared by more than one generator, write shared on the same line
_X_ none
or columns.
(1) _____________________________________________
and receive billing records, billing history and all meter usage data used for bill caclulation fo all of my account(s), as specified herein,
(2)Request
________________________________________________________
as that1. generator
under the manufacturer column and do not enter the inverter rating. Attach list of additional
(3)regarding
________________________________________________________
utiltiy services furnished by the Utility1.
equipment
if applicable.)
quotation
is valid
forof14
days from the above
date, quoted
schedule
is valid
for 3 days.
2. This
Request
and price
receive
copies
correspondence
in connection
with my
account(s)
concerning
(initial all that apply):

>

Salesperson Signature:

Date:

Type of Generator
Generator
Manufacturer for Inverter
Inverter Rating
>
a. Verification of rate, date of rate change, and related information;
the customer
to purchase the goods and services
outlinedused
above,
this document
for Supply
2 and Installation
(Solar / IfWind
/ b.decides
Rating
Inverter
with
Model shall become part of the Agreement(watts)
>of a Renewable
Contracts
and Service
Energy Power
System Agreements;
which specifies additional terms and boilerplate consumer rights as part of a Home Improvement
Contract.
Hybrid)
(watts)
Generator or
Number
c. Previous
or proposed issuance of adjustments/credits;
1

Solar

d.

Customer Acceptance Signature:

Other previously issued or unresolved/disputed billing adjustments


(to be signed when customer decides to purchase)

11,400 W

SMA America

SB3800U (240V)

Date:

10,773 W

3. Request investigation of my utility bill(s).

4. Request special metering, and the right to access interval usage and other metering data onmy account(s).

5. Request rate analysis.


6. Request
rate are
changes.
Additional
forms
available upon request by telephoning 415-972-5676 or on PG&Es website at
http://www.pge.com/gen).
7. Request and receive verification of balances on my accounts(s) anddiscontinuance notices.

The 2Utility 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
CECthis
efficiency
for each installed inverter) TIMES (the nameplate rating,
responsible
for charges
that may
be incurred
to process
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
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

2009 OnGrid Solar, All Rights Reserved.

Cal: PG&E, SCE, SDG&E


" Munis: LADWP, IID, Anaheim,
Pasadena, Burbank, Riverside, Glendale,
Turlock, SMUD, Palo Alto, SVP
" West: AZ, CO, HI
" East: NC, NJ, CT
" User Defined for all others

91,433
(26,572)

Schedule:
Current Payment
Acct No. ______________________
CA
94087
, and do
appoint Approximate Date
Event
(%)hereby Amount

DECLARATIONS

California
Energy
Commission
Standard
Components:

Pre-programmed w/ many electric rates


& incentive programs:

10.220 kW

System Pricing Details

Major
System Components:
INTERCONNECTION
AGREEMENT FOR
Mr. Sunny
Customer
59 NET
Sharp
Corporation
ND-208U1
modules.
ENERGY
METERING
FOR

I,

Many varieties of Proposal


" Contract/Quote
" CSI 2 & 3 Step Applications
" 3rd Party Authorization
" Interconnection Agreements
!

SUBMITTED TO THE FOLLOWING.

Mailing Address: 117 So Mary Ave, #30


Please check allSunnyvale,
that apply:CA 94087

A 10.2 kW PV System, with turn-key installation at customer's site address stated above.
System Size (kW AC, CEC)
THIS IS A LEGALLY BINDING CONTRACT
_ READ IT CAREFULLY
Pacifictype:
GasComposite
and Electric
DISTRIBUTION
Mounting
roof. Company
(Please Print or
Type)
Billing

"

July 4, 2006

P.S. State incentives will decline at the

(408) 111 1111H,


222 2222C, (408)
333 3333x333W INFORMATION
AUTHORIZATION
TO:(408)
RECEIVE
CUSTOMER
cust@buyer.com
OR ACT ON A CUSTOMER'S BEHALF

Sales & Marketing for Solar Salespeople & Companies - 223

Commercial, Residential, Agricultural

2009 OnGrid Solar, All Rights Reserved.

Use OnGrid Credibility


With Your Customers

Scenario Options
!

User Customizable to Any Situation:


Commercial, Residential,
Government & Non-Profit
" Any Rate Structure
" Any Incentive: Rebate, PBI, REC,
Tax Credits & Depreciation
" Any Insolation Location
"

!
!
!

!
!
!
!
!

Excel-based: Fast, Portable, non-web

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 225

Sales & Marketing for Solar Salespeople & Companies - 224

!
!

8+ years of study of Solar Financial Analysis & Finance


Peer Reviewed Papers (10+) & Published Articles (10+)
Classes coast to coast (dozens) at PEC, CCSE, SLI, SEI,
NCSC, NESEA
Conergy, AEE, & Solar Depot dealer events, etc
Linked on CSI GoSolarCalifornia website
400+ subscribing users in Cal. & U.S.
SEI Graduate, now instructor
M.S. Electrical Engineering
Marketing Certificate with emphasis in Finance
Newspaper, Radio & TV appearances & interviews

2009 OnGrid Solar, All Rights Reserved.

Results with OnGrid

Sales & Marketing for Solar Salespeople & Companies - 226

OnGrid:

Faster, Easier, More Accurate Selling

Always Up-to-date Rates, Incentives, etc

Credible Financial Analysis

Free Training & Support Web Conferencing

"

"

More Effective Selling

Faster & Easier Paperwork Completion


= More Sales Closed, Less Effort

New Version 4_0 coming soon


! Low Cost: $100/mo (includes 2 users)
!

"

Free Demo Available - License Agreement


!
2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 227

Learn Tool, ask Financial Analysis Questions

Doesnt require expensive lead acceptance or


other logo on your website to get low price

No Risk - Money-Back guarantee

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 228

Agenda
Overview of Marketing
! Selling
! Selling Tools available
! Conclusion
! Interactive Examples (if time)
!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 229

Conclusion
Overview of Marketing
! Selling
! Selling Tools available
!

2009 OnGrid Solar, All Rights Reserved.

Sales Risk to Industry


!

Concern:

High Standards & Quality


!

Poor products or bad applications


" Oversold benefits
" Quick Buck artists
" Give solar another black eye, a la 1980s
"

With Customers
" With the Media
" With Regulators & Utilities
" With Policy Makers (Incentive Providers)

Production - PV Design Pro, PVwatts


" Financial - QuickQuotes or OnGrid
2009 OnGrid Solar, All Rights Reserved.

to keep the good times rolling!


Sales & Marketing for Solar Salespeople & Companies - 233

Sales & Marketing for Solar Salespeople & Companies - 232

Closing Survey
!

Dealer/Installers (owners)

Solar Salespeople

"

"

"

2009 OnGrid Solar, All Rights Reserved.

Educate inappropriate customers

"

No Need To Oversell
The case for solar is excellent for many
! Lots of interested customers
! Important to maintain our credibility

Shading - SunEye or Solar Pathfinder


#

Good, high quality systems are available


" Can be installed correctly and profitable

Good design avoids problems

Accuracy in expected results


"

"

Sales & Marketing for Solar Salespeople & Companies - 231

Adhere to High Standards (NABCEP)


"

Solution: Long Term Thinking

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 230

Prefer W2 or 1099 workers?


Prefer W2 vs. 1099?

Who will take action to get a complete


employment/work agreement put in place?
Who will take action on revising and updating
their marketing plan?

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 234

Thank You
!

Andy Black
Solar Financial Analysis
& Sales Software

Thanks very much for being here today


Solar Energy International: Kyle Bolger
" 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?


What didnt you like / want changed?

Stick around for the interactive session next!


Thanks again for coming!

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 235

(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 - 236

Residential Interactive Example


!

Interactive OnGrid Tool Examples


(for those who wish to stay)

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 237

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

Give me the parameters and well


look at the results in OnGrid model
Usage, system size, price, rebate
" Tax bracket, inflation
" Starting & ending rate schedule
" % on-peak usage
"

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 238

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:

Photovoltaics: Design & Installation Manual Solar Energy International


Photovoltaic Systems - NJATC
Solar Living Sourcebook Schaeffer et al
New Solar Electric Home Davidson
Solar Electric Independent HomeFowler
Practical Photovoltaics Komp
From Space to Earth Perlin
The Solar Electric House Strong
Got Sun? Go Solar Moran
Solar Revolution Bradford
Your Solar Home Guidebook Rahus Institute: www.rahus.org
NorCal Solar Energy Resource Guide: www.norcalsolar.org

Periodicals, Magazines, Journals, Online Sources:

Photon www.photon-magazine.com
Solar Today www.solartoday.org
SolarPro Magazine - www.solarprofessional.com
Home Power - www.homepower.com
PV News www.pvenergy.com/news.html
Renewable World www.renewable-energy-world.com
REFocus- www.ises.org
RenewableEnergyAccess.com RE news
www.SolarBuzz.com solar news
www.nrel.gov/pv/news_hotline.html - PV news
Sandia www.sandia.gov/pv/ - publications

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 .

http://www.ongrid.net/dreamjobresources.html

4175 Renaissance Dr #4, San Jose, CA 95134


Copyright 2006 OnGrid Solar Energy Systems

. (408) 428-0808 . andy@ongrid.net

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:
PreSolar
Bill
$100
$254
$457

kWh
System
per
AC Size
Month
665
1150
1700

3.0 kW
6.0 kW
9.0 kW

System
Gross
Cost
$28K
$55K
$81K

Final Net
Pre-Tax
Cost w/ Tax
Annual
Benefits &
Return
Rebate
$20K
11.4%
$39K
15.3%
$58K
18.1%

Appraisal
Equity
Increase

Lifecycle
Payback
Ratio

$20K
$57K
$102K

221%
314%
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 OnGrids 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 youd 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:
Qualify and Close in

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)

Systems 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:

Net Annual Savings When Financed

Utility Bill w/o


Solar at 5% rate
escalation

Annual Savings

Annual Costs: Solar with Loan vs. No Solar

Loan cost, Maintenance, Inverter


Replacement, & new small electric bill

Net Annual
Savings

Lifecycle Payback:

Resale:

Annual Savings Before & After Payback

Resale Value Over Time


Resale Value

(866) 966-5577
www.ongrid.net

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
Incoming
Sales Call

Qualify,
Gather Data,
Email
Estimate

Site
Visit

Update
Estimate
Print All Docs
(on site)

Present Bid,
Contract &
Docs

Close
the
Sale

Turn in
Closed
Sale

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,
Comprehensive
Tool for Solar Sales
Helps Create & Close More Sales
Proves Payback for the Customer

(866) 966-5577
www.ongrid.net

Calculates TOU Value with Shading


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)

Identify and Screen Hot Leads,


guide them successfully thru
the entire sales process

Perform Multiple Solar Financial


Analyses, option to generate a
Variety Of Proposals

Develop Accurate Price Quotes,


including all material,
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


accurate Time-of-Use value analysis

SunEye

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


Current & Future Electric Bills
Cost, Rebate & Tax breakdowns

Financing & Cash Flow


Resale Calculations & Graphics
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

SOLAR ENERGY INTERNATIONAL


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

SOLAR ENERGY INTERNATIONAL


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 moneys 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

Acronyms Used In Sales, Marketing &


Economics Classes
AC: Alternating Current (standard AC wall power)
ACEEE: American Council for an Energy Efficient
Economy: www.aceee.org
AMT: Alternative Minimum Tax
ASES: American Solar Energy Society
CA: California
CAD: Computer Aided Design
CalSEIA: California Solar Energy Industries Assn
CARR: Compound Annual Rate of Return
CCSE: California Center for Sustainable Energy
CEC AC: The California Energy Commission AC
(Alternating Current) Power Rating
CEC: California Energy Commission
CEO: Chief Executive Officer
CFO: Chief Financial Officer
CHEERS: California Home Energy Efficiency Rating
System
CL&P: Connecticut Light & Power
COO: Chief Operating Officer
CO2: Carbon Dioxide
CoSEIA: Colorado Solar Energy Industries Assn
CPI: Consumer Price Index
CPUC: California Public Utilities Commission
CRES: Colorado Renewable Energy Society
CRM: Customer Relationship Management
CSI: California Solar Initiative
DC: Direct Current (what comes out of PV modules)
DER: Distributed Energy Resource/Renewable
DGR: Distributed Generation Resource
DSIRE: Database for State Incentives for Renewable
Energy: www.dsireusa.org
DWR: Department of Water Resources
EPBB: Expected Performance Based Buydown
EPBI: Expected Performance Based Incentive
FASB: Financial Accounting Standards Board
FICA: Social Security Payroll Tax
FMV: Fair Market Value
FIT: Feed-In Tariff
HELOC: Home Equity Line of Credit
HERS: Home Energy Rating System
IDR: Interval Data Recording (meter)
IID: Imperial Irrigation District
IRR: Internal Rate of Return
IRS: Internal Revenue Service
ISO: Independent System Operator
ITC: Investment Tax Credit
JCP&L: Jersey Central Power & Light
kWh: kilowatt-hour

Andy Black
OnGrid Solar
Solar Financial Analyst
(408) 428 0808
andy@ongrid.net

LADWP: Los Angeles Department of Water &


Power
LBL: Lawrence Berkeley Laboratories
MACRS: Modified Accelerated Cost Recovery
System
NABCEP: North American Board of Certified
Energy Practitioners
NCSC: North Carolina Solar Center
NESEA: North-East Sustainable Energy Association
NJCEP: New Jersey Clean Energy Partnership
NLP: Neuro-Linguistic Programming
NOL: Net Operating Loss
NOx: Nitrous Oxides
NREL: National Renewable Energy Laboratory
NSHP: New Solar Homes Partnership
PBI: Performance Based Incentive
PEC: PG&Es Pacific Energy Center
PG&E: Pacific Gas & Electric
PPA: Power Purchase Agreement
PSE&G: Public Service Electric & Gas (NJ)
PTC: PVUSA Test Conditions
PUC: See CPUC
PV: Photovoltaics (Solar Electricity)
PVUSA: PV for Utility Scale Applications
REC: Renewable Energy Certificate/Credit
ROI: Return On Investment
ROR: Rate of Return
SB1: CA Senate Bill 1, the law that created the CSI
SCE: Southern California Edison
SDG&E: San Diego Gas & Electric
SDREO: San Diego Regional Energy Office (now
called CCSE)
SEI: Solar Energy International
SLI: Solar Living Institute
SMUD: Sacramento Municipal Utility District
SOx: Sulfur Oxides
S-REC, sREC: Solar Renewable Energy Certificate
STC DC: Standard Test Conditions DC (Direct
Current) rating
STC: Standard Test Conditions
SVP: Silicon Valley Power
SWOT: Strengths, Weaknesses, Opportunities,
Threats
TOU: Time Of Use
TRC: Tradable Renewable Certificate (= sREC =
REC = Green Tag)
UI: United Illuminating Co. (CT)
URG: Utility Retained Generation
WIIFM: Whats In It For Me