Post on 16-Jan-2016
© AirAdvice, Inc. 2010 All rights reserved.
Three webinars for commercial HVAC contractors, presented by
© AirAdvice, Inc. 2010 All rights reserved.
Series Schedule
• Session 1 – July 22nd
Ensure Maintenance Agreement Renewals
• Session 2 – July 29th
Win New Maintenance Agreements
• Session 3 – August 5th
Drive Retrofit Project Revenue
Using Energy Services To…
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Session #2: Win New Maintenance Agreements
Agenda for today:
• Review Key Points From Session #1• Positioning Energy Services as a Differentiator• Selling To New Service Prospects vs. Existing
Customers• Targeting Prospects• The Sales Process
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Quick Review Of Key Session 1 Concepts
• Building owners’ perspective• Financial leverage of service• Why energy efficiency is important
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Why Now – Building Owners’ Pain
• Tenants now have leverage• Immediate need to reduce operating costs and
improve cash flow• Tight capital budgets delaying retrofit or replacement
projects
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The Financial Leverage of Service
Total
PM Agreements $3.02
Service / Repairs $7.48
Projects $5.41
Total $15.91
Each $1 of service agreements generates the equivalent of $15.91 in new revenue
PM Agreements
$1
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Why Energy Efficiency is Important
Building Size Current
Energy Cost Savings Savings (sf) ($ per sf) (%) ($)
5% 1,000$
10,000 $2.00 10% 2,000$
25% 5,000$
5% 5,000$
50,000 $2.00 10% 10,000$
25% 25,000$
5% 10,000$
100,000 $2.00 10% 20,000$
25% 50,000$
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Your Customers’ Time Horizon of Focus
2010 2011 2012 2013
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
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Your Customers’ Time Horizon of Focus
2010 2011 2012 2013
Q1 Q2Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
What can I do to cut costs now?!
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Your Talking Points
• We understand your need to reduce costs now• We have a unique approach• Not only addresses long-term cost of ownership • Identifies immediate operating cost savings • Cot savings will more than cover the cost of the service agreement • Positive cash flow from Day 1
Reposition Yourself in Less Than 30 Seconds
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Reduce Operating Costs 30% without Capital
“Through implementation of no- and low-cost operation and management practices alone, buildings may see a reduction in energy consumption of up to 30 percent.”
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0%
5%
10%
15%
20%
25%
30%
35%
Energy
Service/RepairsAdministrative
Cleaning
Grounds / Security
% of Total Operating Costs
ENERGY STAR Says…
““Energy use is the single largest operating expense in commercial office buildings.”
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Winning New Maintenance Agreements
Hunter’s mindset required
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Getting Started
1. Define Differentiated Offering
2. Target Prospects
3. Refine Sales Process
4. Establish accountabilities / incentives
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How Will You Differentiate?
“I used to dread a customer asking, ‘What makes your company different?’ Now I welcome it.”
- Ted Hussey, Marina Mechanical
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Energy Service Agreements
Energy Service Agreement Options
EnergyPremium
Energy PlusEnergy Basic
Continuous energy monitoring & verification Energy Savings Assessment™ (every 9 months) Energy Benchmark™ (quarterly)
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Energy Service Agreement Tool Kit
Energy Benchmark™
Energy Savings
Assessment™
Energy Savings Audit™
Continuous Energy
Monitoring
What it Does
Benchmarks energy efficiency of building against peers
Identifies specific low/no cost savings opportunities
Focus on generating cash flow
Provides financial justification of proposed retrofit projects
Documents actual savings
Ensures ongoing energy performance
How it’s Used
Included as part of the Energy Service Agreement proposal
Sold as part of the Energy Service Agreement
Used as needed to justify retrofits
Sold as part of the Energy Service Agreement
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Targeting Prospects
Attractiveness: # of buildings, type, size
Receptiveness: How motivated are they?
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Target the Correct Decision Making Level
% of Time Spent Position What Motivates Them Why Talk to Them
20% 30% VP Finance, VP Operations, VP Facilities
• Reducing operating costs (management pressure)
• Decision maker for service
45% 60%Facilities or Plant Manager / Director
or Property Manager
• Happy tenants• Looking good to their
owners
• Can influence decisions• Partner with them to go
upstairs• In the loop w/ current service
provider
10% 20%CFO / COO / Controller
• Overall operating cost and corporate objectives
• Needed to approve decision• Can direct activities
5% 10%Building Engineer/Operator
• Minimizing downtime• Reduced complaints
• Close to mechanical equipment
• Need to win them over• May have veto power
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Energy Service Agreement™ Sales Process
Get the Meeting
1st Meeting - Introduction
Building Survey / Energy Benchmark
Present the Proposal
Close the Service Sale
Sell Energy ServicesNot an Opportunity
Today
Confirmation / Verification
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How Energy Services Impacts Sales Funnel
1st Meeting
Dials
Proposal
Survey
Sales
Confirmation
1. Increase conversion rate from dials to 1st meetings– Industry average ~ 2 - 3%
Delivering a differentiated message will increase 1st meetings
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1st Meeting
Dials
Proposal
Survey
How Energy Services Impacts Sales Funnel
Sales
Confirmation
2. Increase close rate of proposals– Industry average ~ 30%
Delivering clear value will increase close rate
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How Energy Services Impacts Sales Funnel
3. Sell standalone energy services
Not ideal, but it’s a start
Get the Meeting
1st Meeting - Introduction
Building Survey / Energy Benchmark
Present the Proposal
Close the Service Sale
Sell Energy ServicesNot an Opportunity
Today
Confirmation / Verification
© AirAdvice, Inc. 2010 All rights reserved. Source: ACCA
How Energy Services Impacts Sales Funnel
Step in Process Currentw/ Energy Services Offering
Impact to Bottom
Line
Increase conversion rate from dials to 1st meetings 3% 4% 33%
Increase close rate of proposals 30% 40% 33%
Option for “energy only” agreements establishes business relationships
0% 20% 100%*
Combined effect: Increase sales by nearly 3X!
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Step #1: Get The Meeting
• Explain how you’re different• I can show you how we will reduce your
operating costs
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Prospecting and Setting Appointments
Cold Calling
Marketing Leads
CustomerReferrals
Sales Approach
We’re reaching out to help building managers improve cash flow by generating immediate
savings
Trying to cut operating costs?
Mr. Jones recommended I speak to you – we recently cut his energy costs $20k
Requires Calling scriptsTime + focus
Marketing campaign
Good reputation
Tools Required Phone scriptEnergy Services
Letter /EmailEnergy Services
Testimonial
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Step #2: First Meeting
Identify pain AND create doubt
• Uncover financial pain• Create a spark• Get agreement on simple next step
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Step #3: Present & Close
The goal: Verbal close
• Energy Benchmark results• Options / recommendation• Trial close
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Energy Star Benchmarking: The On-Ramp
• Energy metrics– Cost per sf– Energy usage index
(kbtu/sf)– Carbon footprint
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Energy Star Benchmarking: The On-Ramp
• Energy metrics– Cost per sf– Energy usage index
(kbtu/sf)– Carbon footprint
• Comparison to peers– ENERGY STAR® Energy
Performance Rating– Energy Cost Comparison
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• Energy metrics– Cost per sf– Energy usage index
(kbtu/sf)– Carbon footprint
• Comparison to peers– ENERGY STAR® Energy
Performance Rating– Energy Cost Comparison
• Opportunities for savings
Energy Star Benchmarking: The On-Ramp
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Energy Assessment
• Low & no cost savings
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Energy Assessment
• Backed-up withyour building assessment data
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Step #4: Propose Energy Service Agreement
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Winning Proposals• Overall customer benefits vs pain points• Document current building performance• Deliverables / Scope of Work• Analysis of total cost of ownership• Relevant references
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Motivate Your Sales Team
Clearly define sales expectations and incentives– 2 Energy Benchmarks per week– 2 Energy Service Agreement per month
Commission100$ 10% of revenue from assessment / audit value20%
Quantity Average ValueAnnual
Commission2 per week 10,000$ 1 per month 2,500$ 3,000$ 2 per month 4,000$ 19,200$
32,200$
Energy Solutions Sales Incentives
per benchmark
of Year 1 agreement value
ProductEnergy BenchmarkEnergy Savings Assessment / Audit (stand-alone)
Energy BenchmarkEnergy Savings Assessment / Audit (stand-alone)
Energy Service Agreement (recurring)
Energy Service Agreement (recurring)
Potential Annual Earnings:
MechanicalMechanical
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What Will it Take to Overcome Sales Inertia?
In order to… Your salespeople will need…
Sell it at the right price Pricing guidelines
Know what to sell Clearly defined offering
Communicate the benefits Sales literature
Close business Contract document
Be motivated to sell Defined sales incentives
© AirAdvice, Inc. 2010 All rights reserved.
Key Takeaways
1. Prospects need your help, they don’t know you can
2. Taking share requires sales to become hunters
3. Integrate Energy Services into Service Agreement
4. ESA’s are not cost centers, they generate cash
5. Develop 30 second commercial
6. Set expectations with sales regarding weekly targets
7. “Sell” free Energy Star benchmarks
$1 in Service Contracts Generates $15.91