Bringing solar energy to the mainstream energy supply.

Six Steps to Selling Solar

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My Background

• 10 years of Sales, Management and Training experience

• 7 years in residential, light commercial solar integration and downstream solar distribution

• Over $15mm of solar systems installed

• Nearly 1,000 in home solar consultations

• Worked in organization with two sales consultants as well as organizations with 80 sales consultants

• I have failed far more often than I have succeeded

Notes• Be able to implement and replicate a tried and tested on site sales process aimed at producing

more sales, higher closing ratios and higher average selling prices.

• This may not be a ‘one size fits all’ approach. Take what works best for your organization.

• Sales Representative or Solar Energy Consultant?

• Sales are won by inches, not miles!

• Reading recommendations – How To Be The Complete Professional Salesperson

By Robert Shook– Success through a Positive Mental Attitude

By W. Clement Stone– Seven Habits of Highly Effective People

By Steven Covey

Solar Resource Availability

The Trend Continues6.7% Increase Over 2007

The U.S. average residential retail price of electricity was 11.35 cents per kilowatt hour in 2008.

Source: Marketbuzz 2005

The U.S. PV market growth is more than forecasted

147

182

229

293

5766

84

100

120

37

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

US market forecast in 2005 (MWp)

5766

84

100

120

37

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

US market as seen today (MWp)

210

350

350-450

~1,000

2005 Forecast Addition as seen in reality Addition as forecasted in 2009

Market Growth

General Themes to Keep in Mind

• Be yourself-You have to be real to sell. People are smart and will see right through you if you are not being true to yourself and/or your product. Let your personality shine through and never try to be someone you are not

• Be enthusiastic-There’s nothing better that being “psyched” about selling solar. The more excited you are, the more excited your clients will be

• Be fun-No one wants to buy anything from someone boring. The more lively and interactive you can be with people, the more sales

• Tell your story-Everyone wants a story…especially in Solar…Tell them about how you got into the business, where you’ve been, why you got into Solar, where you’re from, the state of the PV market, etc….

• Never (ever) guess• Stay positive – Focus on what your company does well as opposed to what other companies don’t

do well• Don’t Judge – Perform your due diligence and treat every inquiry as if they are your best customer

Three Categories for Sales Success

Attitude– By far the most important attribute to any salesperson. – Stay positive without an inflated ego! – A Positive mental attitude will not only lead to many sales, but will help you in life. – Don’t get down if you’re having trouble selling. Keep it simple and remember more

presentations leads to more sales.

A positive attitude is contagious and people thrive off of it. The power of positive thinking and success are synonymous. People who are successful expect to be successful and people who fail expect to fail. Expect to succeed!!!

Three Categories for Sales Success

Work Habits– Preparation, discipline, and organization are critical to working smart and not just hard.

• Suggested reading – The Four Hour Work Week

– Do your homework and stay focused. Read daily news regarding the industry and continually strive to improve. We always can learn more.

• www.solarbuzz.com• www.renewableenergyaccess.com• carol.riordan@nrel.gov

– Use technology to organize yourself.• Excel• Outlook

Professional salesmanship– Work with clients through the O.R.D.E.R. process and become a master at each step. Strive to

provide your clients with the best possible solution – always!

What are Yellow Lights?

A yellow light can be anything a client says or signals to you that may become an issue that could keepsolar from becoming a solution for your client.

– A yellow light is not a bad thing! A yellow light that you address immediately and turn to a green light will avoid a potential red light later that will block the sale.

– A yellow light that turns to a red light early in the sales process (for example: having a discussion with a potential client at a home show that you realize is not a candidate for solar) is not failure….. Failure is if you needlessly spending time with a client that will never buy solar. Identify yellow lights early and either turn them to green or red and avoid costly mistakes and wasting your time on potential clients that can use your solution.

O.R.D.E.R Process

• Check Your Ego at the Door• No Guessing!!!• Slow Down for Yellow Lights

O.R.D.E.R. Process (cont)

Seek to Understand• Is this customer a true Opportunity (O)?• Do they have the Resources (R) to invest into solar?• How the Decision (D) will be made?

Seek to be Understood• Do you have the presentation of the Exact Solution (E) in a manner by which they have explained to

you that is important to them and depending on their decision to proceed at this time?• If they wait to proceed until a specified development or a decision not to proceed requires the

appropriate Relationship (R) development follow through.

** Learning how to master the ORDER process will make the difference between being good or becoming true world class!

Opportunity

• You can’t help someone without a perceived need. – Move off the solution– Get out all the issues (can be pos. or neg.)– Develop evidence and impact– Explore context and constraints

• What are some of the reasons you are interested to install solar electricity on your home (or business)? • What are some of the results you are trying to achieve with solar?• So let’s say you have a solar electricity system installed and it was working perfectly, what sort of results do you think

you will receive? • Can you please tell me some of the qualities you look for in a contractor?• Have you had any bad experiences with contractors in the past? Tell me about it…..• Do you feel better working with a small local company or a large company with a strong local presence?• Do you invest in CDs or Bonds? • How many years do you expect an investment in solar electricity to take before paying back? Client replies, “2 years”….

This is what we call a…… Yellow Light!!!!!

– Develop evidence and impact

Resources

• Even with a perceived need, you can’t help unless they have the resources to invest into solar. Resources can be more than just money. It can be:

– Time: Is this potential client going to make the necessary time available for this discussion/meeting. In addition, what are their timing expectations?

– People: Who are the decision makers in this process?

– Money: How are they going to pay for this system installation?

Decision

• Even with a perceived need and resources, you can’t help them if they can’t make a decision.

Goal: NEVER MAKE A PRESENTATION OR PROPOSAL TO PEOPLE THAT ARE GOING TO JUDGE

YOU AND YOU HAVE NO SENSE BY WHAT CRITERIA THEY ARE JUDGING YOU! Also, it is important you talk with all people involved with the decision process.

Questions:• What are the steps to making the decision?• What decision is made at each step?• Who is involved at each step?• How will they decide?• What is the criteria for choosing between alternatives?• When will they be making the decision?

Exact Solution

• Move From Seek to Understand to Seek to be Understood.

– Negotiate little and negotiate late!– Only time we deal with price is when price is the last issue on the table!– Price negotiation – negotiate little!– Our price is our price. We do not lower price JUST BECAUSE…… There are only 4 areas that

you can negotiate on:• Scope (products, location, tilt or no tilt etc)• Resources (you dig the trench and clear the shrubs)• Timing (we need this to move forward now)• Marketing (you will become an active reference for REC. Sign out front for 1 year etc).

RelationshipDepending on the outcome of the situation, it is important to handle the relationship in a positive and constructive manner.*Just because a potential client doesn’t proceed with a system now doesn’t mean they won’t buy at sometime in the future*Find out what is holding them back.

• They say “yes”– Explain process going forward

• Paperwork requirements, deposit, electricity bill, spelling for paperwork

– Set expectations• Engineer dedicated to their job• Will be contacted within 2 weeks• If ever have questions, contact you

– Make yourself available

• They say “no”– Find out why?

• No forever or just no now?

– Potential for future business?• When should you follow up?

• No decision (repeat process)

Qualifying Your Leads

• How did you find us?• Who is making the decision?

-Why is this important?• Women want more chat time• Men want to cut to the chase

• Are you familiar with the costs and incentives associated with solar?

• Have you given any thought to how you would pay for the system?

• What is driving your decision?– What prompted an interest in solar?

• How much are you spending on electricity?• How much do you know about solar?

– What type roof? Exposure? Shade concerns?

– Are you in a competitive situation?• Set expectations for site visit!!!

Slow down for ‘Yellow Lights’!!!

Prepare for your site visit

1) View the site– Assess in person OR– Utilize a satellite mapping tool(Google Earth, Zillow)

2) Identify red flags or concerns

3) Gather electric usage and assess needs

4) Prepare two to three system options

Tools You Will Need for Every Site Visit

• Compass

• Camera– Still or video

• Site Seller

• Notepad

• Proposal – Laptop

Mapping Tools

• ZZ

Bing Maps

Bing Maps

Google Earth

Six Steps to Selling Solar

Build Rapport

• Shake hands, make eye contact and thank the customer for seeing you and inviting you into their home

• Provide a business card

• Ask questions about the home, customer’s profession, etc.– Scan the home for discussion points

• Allow time to get to know the customer better

Set Agenda

• Establish control of the appointment

– What I would like to do is sit down at the table and tell you a little about our company and myself.

– I would like to make sure I understand what your needs are and how much you know about solar electricity.

– Next we will walk the property and identify the potential location for your panels and inverter. At this time I will go into detail about the installation process.

– Finally, we will come back inside and discuss some potential solutions for your solar needs.

Present Company Overview

• Present an overview of your company– Founded?– Size of organization– System installs in the area– What makes your company different?

• What is your role with the organization?– What is your background?

• Why is your company the strongest in the industry/local market?

Basics of Solar

• Review the electric bill– Do they know how to read this? Do they understand how utilities charge for electricity?

• How does solar electricity work?– Walk the property and review the simplified process

• Solar Panels• Inverter• Orientation• Exposure• kWh Production

*Use visual memory aides to clarify your points.

• KISS method– Keep It Simple Stupid

Probe for Needs

• What are the goals for this solar electric installation?• How much are you spending on electricity each month?• How much has your usage changed since you moved into this house?• Do you expect your usage to change going forward?• What are you looking for in a solar contractor?• What are the primary criteria for choosing a solar contractor?

• Take notes• Use 80/20 rule• Summarize situation and impacts

Present Solutions/Close

• Present/build your proposal– Offer two to three options

• ASK, ASK, ASK!!! (Probe, Probe, Probe!)– “Does this make sense?”

• Identify ‘buying questions’– “If we signed a contract this week, how long would it take to get started?”– “If we wanted to move forward, how much is the deposit?”

• Present installation timeline

• Identify action items and deliverables

• Ask for the business– Example: the assumptive close

NotesMaximize your opportunities for success

Practice really does make perfect• Role play• Mock negotiations

Repetition• Following this process will not be easy at first; stick with it and perfect your talk track

Seek feedback from peers and clients

Thank You