A Practical Guide to Sales and Marketing for Renewable and Retrofit Businesses

Renewable YouGen energy made easy We've drawn on the best recent research* into how and why people invest in renewable energy and energy efficiency measures to help you to improve your sales and marketing, and win more work. *Research sources: What's in it for me? and Keeping FIT-both published by Consumer Focus and Cause Action UNDERSTAND CUSTOMERS' NEEDS - AND YOU'LL CONVERT MORE LEADS While financial returns are a key selling point for many people investing in renewable energy, saving money on bills can be a problematic benefit to use. This is especially so if the savings are not guaranteed, which is often the case if savings depend on user behaviour as well as technology. Other effective ways of getting people interested include: INCREASED COMFORT AND WARMTH AVOIDING LOS Increased warmth and comfort (OR WASTE) are benefits that people often comment on after energy efficiency measures are installed in their home. People tend to value what is immediate over what may happen in the future. 3 FUTURE PROOFING Research shows that being protected from future losses and future energy price rises can also be an important motivator for some people. Learn how to gain competitive advantage WHY PEOPLE CHOOSE THEIR RENEWABLE ENERGY INSTALLER 41% Information is key (lack of it was also given as a reason for dissatisfaction). Renewable energy is a big investment, so answering 24% Seemed friendly when discussing the quote / install Offered a better quality product people's questions is a good investment of time. It's also worth 43% 58% thinking about how you demonstrate your expertise. Inviting your customers to review you on YouGen may be one Seemed more Best value for knowledgeable about the money products way. 41% 47% 22% Seemed more experienced at installing Provided more Personal information recommendation about products and the installation WHAT PUTS THEM OFF (& HOW TO AVOID IT) • Lack of information is the greatest cause of dissatisfaction. People need more than just financial figures to make a good decision. • Ask them what else they would like to know. • Pressure sales: if they feel pressured, it counts as pressure sales. Give them a quote, and leave them to make up their minds. • Misleading information: people prefer a surveyor to visit than a salesman - send someone who knows what they are talking about. Changing conditions after the contract has been signed: Overlong sales visits: if they have to ask you to leave, you've stayed too long. WHY PEOPLE BUY It's not just the return on investment- motivations vary, so sound people out about what their drivers are, and tailor your sales pitch accordingly 771 25 30 30 Financial Factors Non-financial Factors How the system that you've installed performs will reflect on how your customers think of you, and of course, whether or not they recommend you (either on YouGen or to their friends and family). HOW TO STAND OUT FROM THE CROWD 69% 69% 40% of buyers are not given a guide to getting the best out of their system don't get don't get a guide to maintaining the system information on maintenance systems HOW TO OVERCOME BARRIERS TO GREEN DEAL MEASURES 1. Tailor information so that it is relevant to a customer's property. Thermal imaging (to show the lost heat) can also help. 2. Use previous customers as advocates (you can ask them to recommend you on YouGen). The research found that "people trust the experience of others who have acted more than almost any other source". 3. Reduce the inconvenience by, for example, helping people to clear their loft. 4. Avoid extra disruption by suggesting energy saving measues when doing 'everyday' work. AHEA SIGN UP WHAT THIS MEANS FOR YOUR MARKETING Generate good leads from genuinely interested people One size does not fit all. Different people will be attracted to different measures, seek different benefits and face different (no commission, and no charge for leads) barriers. So segment your market, and be very clear about which segments you are targeting, which benefits are relevant to them and which barriers they face. Energy is invisible, so make it about their house, their family, their business. START FREE TRIAL Renewable www.yougen.co.uk YouGen energy made easy Rising price of fuel = 63% Environmental concerns = 58% Desire to be self sufficient = 46% Concern about supply of oil = 25% Seeing them installed elsewhere = 19% Good investment opportunity Need to replace heating system = 23% Getting FITS Recommendation from friends or family = 11% Getting funding (grant) Approaching retirement = 17% Moving to a new home = 19% Have savings available Knowing the right installers = 13% Getting installation paid for Building a new home = 22%