SELLING ENERGY EFFICIENT HOME IMPROVEMENT

Transcription

1 SELLING ENERGY EFFICIENT HOME IMPROVEMENT Sales Tools That Drive Increased Homeowner Participation In Utility/ State Sponsored Efficiency Programs Four Corners Utility Efficiency Exchange August 15, 2008

2 EGIA brings all facets of the home improvement market together towards one common goal SAVING ENERGY! The Electric & Gas Industries Association is a 76 year old non profit organization with a mission to advance energy efficiency and renewable energy solutions through a nationwide network of manufacturers, distributors, utility & state energy efficiency program sponsors and thousands of leading home improvement contractors. Thousands of affiliated contractors nationwide

3 GENERAL DOWNTURN IN HOME IMPROVEMENT MARKET TO CHALLENGE SPONSORED EFFICIENCY PROGRAMS Homeowners Are Asking, Can I Afford To Do This Now? Source: Home Improvement Research Institute (Feb. 2008)

4 IT S EASY TO SELL IN A THRIVING GROWTH ECONOMY However, Only The Best Prepared Will Succeed In Today s Economic Climate

5 WE ASKED CONTRACTORS THE SECRETS TO THEIR SUCCESS Top Tier Contractors Consistently Do The Following: DIVERSIFICATION Selling more then one product helps prevent seasonality and drives more profits through add on sales. SALES CONSISTENCY A pitch book or laptop presentation that kept salesmen consistent and helped overcome hidden objections. MARKETING Spend money to make money and have a message with a clear call to action. FINANCING Offering a low monthly payment option or for people that could afford to pay cash, a no interest / no payment option. If The Contractor, While In The Home, Doesn t Have The Tools and Training To Close The Sale It s A Lost Opportunity For The Contractor and The Program Sponsor! PROGRAM SPONSORS SHOULD BE ASKING THEIR CONTRACTOR BASE HOW CAN WE HELP YOU SUCCEED

6 WHY ARE CONTRACTOR SALES TOOLS and TRAINING SO IMPORTANT? Energy Efficient Home Improvement First, Not The Granite Countertops! There are many competitive forces vying for the homeowners disposable income In today's economic climate, optional energy efficiency investment is getting even tougher for consumers to justify. Competition To Consumer Participation In Energy Efficiency Programs Is Any Product That Takes Away The Consumers Disposable Income!

7 GIVE THE CONTRACTOR TOOLS THEY NEED TO SUCCEED CONSUMER MARKETING TOOLS Program sponsor marketing to consumers through bill inserts, direct marketing, case studies and media. Drive Consumer Referrals Reduce Contractor Cost of Sales CONTRACTOR MARKETING TOOLS Marketing tools for contractors that back up the program sponsors consumer marketing message. Provide Pitch-Book Design Support Develop Targeted Sales Book Inserts CONTRACTOR TRAINING TOOLS Effective training of both the technical and the sales side of the business. The Technician and The Salesman Are Typically Not The Same Person COMPREHENSIVE FINANCING TOOLS Makes the energy efficient home affordable especially when complimented with program sponsor incentives. Home Energy Efficiency Doesn t Occur Until It s Financed Home Efficiency Happens When The Contractor Can Clearly Communicate The Value Proposition and Has The Training and Tools To Overcome Objections!

8 PROGRAM SPONSOR CONSUMER MARKETING TOOLS CONSISTANT MARKETING TO DRIVE LEADS Web, Bill Inserts, Bangtails, Mailers, Media Events Consumer Marketing Plants The Seed MARKETING MUST HAVE CALL TO ACTION This Should Give The Homeowner A Reason To Invest Their Disposable Income On An Optional Energy Saving Project. (Create A Sense Of Urgency) MARKETING SHOULD MIRROR CONTRACTOR TOOLS This Provides Independent Third Party Validation

9 CONTRACTOR MARKETING TOOLS Contractors Need Program Branded Materials To Give Third Party Validation That Home Energy Efficiency Is The Way To Go! 1. Simple One Page Program Descriptions To Provide Quick Reference For Sales People 2. Consumer Marketing Flyers / Sales Book Inserts With Data Supporting Energy Efficient Home Improvement One Page Program Descriptions Utility Branded Applications Sales Book Inserts Provide Pitch-Book Inserts 3. Access To Marketing Materials With Data To Support Potential Energy Savings And Comfort. 4. White Papers and Customer Testimonials Leverage The Program Sponsor and ENERGY STAR Brand Recognition

10 WELL ROUNDED TRAINING IS KEY! It All Starts With The Sale! If Contractors Cannot Sell Home Energy Efficiency, Then There Is Nothing To Install Correctly. Contractors Need To Understand The Value Proposition. ONGOING CONTRACTOR TRAINING CRITICAL! Contractor Field Services? CONTRACTOR TRAINING Deliver Sales Training Not Just Technical Training Technical & Sales Training Key To A Successful Home Energy Efficiency Program Technical Training Sales & Marketing Training

11 FINANCING IS THE KEY TO UNLOCKING THE VAST POTENTIAL FOR ENERGY EFFICIENT HOME IMPROVEMENT The Average American Has $5,000 In The Bank. So It s Not Surprising That The Biggest Hurdle Consumers Face When Embarking On Home Energy Efficiency or Renewable Energy Projects Is Usually Money!

12 RESULTS FROM AN INDEPENDENT FINANCING INDUSTRY SURVEY 65% Of Homeowners That Demand To Use Their Own Financing Never Close The Deal. However, Only 10% Of Homeowners Cancel Projects From Contractors That Offer and Secure Financing. More Than Half Of The Homeowners Who Completed Remodeling Projects Costing At Least $5,000, Borrowed Money To Pay For The Work. Giving Homeowners Access Low Cost Financing Makes Energy Efficient Home Improvement Affordable and Gives Contractors A Powerful Tool To Close More Deals

13 ENERGY EFFICIENT HOME IMPROVEMENT FINANCING TO FIT ALL JOB SIZES Revolving Up To $25,000 IDEAL FOR MID-SIZE HOME EFFICIENCY PROJECTS, HVAC, INSULATION, WINDOW UPGRADES AND SOLAR THERMAL Instant In-Home Approvals 7.99%, 8.99% & 9.99% Fixed For Life 1.5% & 2.0% Payment Factors Available 6/12 Month No Payment /No Interest Branded GEOSmart Credit Applications Non-Lien, No Equity Required Unsecured Installment $2,500 $50,000 IDEAL FOR LARGER HOME EFFICIENCY OR HOME PERFORMANCE with ENERGY STAR PROJECTS AND SOLAR PV 12.99% APR Standard Flat Rate Terms Up To 20 Years 5.99% to 9.99% Buy-Downs Available Deferred Payment / Delayed Interest Online Document Preparation Non-Lien, No Equity Required

14 GEOSmart APPROVED MEASURES (Partial List) GEOSMART FINANCING COVERS VIRTUALLY ALL HOME EFFICIENCY MEASURES, INCLUDING BUT NOT LIMITED TO: HVAC Insulation GeoExchange Systems Windows & Siding Whole House Home Performance Solar Photovoltaic Solar Thermal (domestic hot water & pool heating) Water Heaters Window Treatments (tinting, shading, shudders, awnings) Energy Efficient Remodeling Wind Turbines Indoor Air Quality Installed Generators

15 GREEN BRANDED MARKETING & ADVERTISING MATERIALS Branded Program Collateral Extensive Sales Training How to Sell Financing Program Sales Pitch Book Development Webinars & Ongoing Sales Training

16 PROGRAM SPONSOR BRANDED MARKETING With An Option To Leverage EGIA Approved Contractor Designation EGIA GEOSmart Approved Contractors Have Passed A Screening and Review Process That Includes: Verification Of Valid Contractor License Satisfactory Dun & Bradstreet Check Satisfactory Credit Check Verification Of Solid Business Financials Verification Of Tax ID Number

17 AUTOMATED CONTRACTOR REFERRAL PROGRAM Linking Interested Consumers With Sponsored Program Eligible Contractors Easy To Use Online Process Instant Access To Qualified Contractors

18 PROGRAM BRANDED CONTRACTOR SALES TOOLS

19 GEOSmart CONTRACTOR SUPPORT & RESOURCE CENTER Online Sales Tools, Training Materials and Quick Reference Guides

20 SAMPLE OF EGIA S UTILITY, STATE AND COMMUNITY SPONSORED FINANICNG PROGRAMS Southern California Edison AC Quality Southern California Edison Home Performance With Energy Star San Diego Gas & Electric Premium Efficiency Cooling Arizona Home Performance with Energy Star Anaheim Public Utilities Home Performance With Energy Star Imperial Irrigation District Efficient HVAC & Windows Arizona Public Services Solar Financing Maryland Home Performance with Energy Star Wyoming Home Performance with Energy Star Maine Home Performance with Energy Star Texas Energy (TXU) Authorized Dealer Network City of Santa Monica Community Wide Solar & Home Efficiency Project

21 COMMERCIAL ENERGY EFFICIENCY & SOLAR FINANCING GEOSmart Commercial Energy Efficiency & Solar Leasing Program Now Available! Leasing Terms Non-Brand Specific National Competitive Pricing Non-Profit and Municipal Leasing Available No Financials Required From $10,000 To $75,000 Company Financials Required From $75,000 To $500,000+ Easy To Use Program With Quick Quote Available In Seconds Contractors/ Customers Can Apply Online With Same Day Response

22 COMMERCIAL ENERGY EFFICIENCY & SOLAR FINANCING Online Application Processing Instant Payment Quote

23 CONTACT INFORMATION Bruce Matulich Executive Director (916) Office (408) Cell