Salesmarketing - BUENISIMO PDF

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
(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

& 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
Sales & Marketing for Solar Salespeople & Companies - 3
Audience Survey
Whos Here? Whats your background?
! Dealer/Installers (owners)
"
"
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
"
Current
Future
Marketers
Others?
Whos taken the Payback/Financial class?
!
!
Networking List?
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
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
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
How to be successful in the Sales &

Marketing of Solar
! Building & Training an Organization
! Developing Sales & Marketing
Strategies that Work
!
!
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
WIIFM
What are we Listening For?

Agenda
Importance of Listening
!
"
"
Market Segments
Lead Generation
Selling
Sales Organizations
Sales Process
" Proposal & Presentation Options
" Sales Training
"
"
!
!

Interactive Examples (if time)
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
What is Marketing?
!
All the activities involved in the

movement of goods to final customers
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
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
"
What is Marketing?
!
Engineers Rejection
Strengths, Weaknesses, Opportunities, Threats
Protects - legal
" Promotes & sells
"
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
Engineering
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
"
"
Customer satisfaction surveys
You dont know what to sell or to whom

! You dont know what to charge
!
Topics in Marketing
!
Marketing is more than advertising

Defining Products
" Promotion Strategies
" Making a Compelling Case
4 Ps of Marketing
!
Product
Placement
Price
Promotion
"
The same PV system is

actually 4 or more products
Product
Easy right?
! The Thingus being sold
!
"
Eg. 1.25kW Grid Tied PV System
Huh?
4+ Ways to look at PV
Financial
= 4 Products
Investment
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?

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
!
"
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
!
Promotion
!
Promote each Product

Different message for each segment
" Message tailored to target market
"
Promotional By Group
Payback doesnt work on tree huggers
! Tech coolness doesnt work on
accountants
! Some crossover, but usually one focus
is dominant
!
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
"
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
How Could This

Be Reconstructed?
One segment approach:

!
Whats the Sierra Club member looking

for?
! What are the key words & phrases?
!
Wheres the environmental value?
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...
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?
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...
4+ Segments
Financial
Investment
Environment Saver
PV
System
Independence
& Freedom
Technology
Gadget
#5: Status Symbol?
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
!
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
!
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
!
Techno Sub-Segments
Get the latest technology
! Show how cool you are
! Monitor your PV on your iPhone
! Support new technology
! Support American innovation
!
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
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
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
WIIFM
!
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
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

!
!
Published Articles
Graphs from independent sources
California Electric Rates

Cents per kilowatt-hour

!
Residential, Small Business, and

Large Business Sectors 1970 to 2001*
Published Articles
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
Residential Tiered Usage Before Solar

30.0
25.0
25.0
Cents per kWh
30.0
20.0
15.0
10.0
!
!
Published Articles
Residential Tiered Usage With Solar
35.0
20.0
15.0
10.0
5.0
5.0
0.0
Net Usage
Net Usage
Tier 5
Tier 5
Tier 4
Tier 3
Tier 2
Tier 1
0.0
Tier 1
Cents per kWh
35.0

!
Tier 4
Published Articles
Tier 3
Tier 2
Production
Create a Logical
Progression
Leading to the Conclusion:

!
!
!
!
!
!
Published Articles
Endorsements & Testimonials
Quotes from Satisfied Customers
The customer would be foolish to do

business with anyone else
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
!
"
"
Market Segments
Lead Generation
Selling
Sales Organizations
Sales Process
" Sales Training
"
"
!
Website
Services leads (rather than generate)
! Provides anonymous way of getting
more info
! Essential
!
Lead
Generation
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
Events/Booths
! Mailings
! Data services
! Signs
! Referrals
! Word of Mouth
! Paid Ads
!
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
!
!
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
!
!
!
Hand it to them (dont ask)

" Do this if talking to someone else
"
Contact info
Checkbox options:
"
"
Can I answer any questions about solar?

! Sign-up list
Sign-up List
(Dont ask theirs)
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
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
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
!
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)
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
"
Printing, paper & postage all minimized
Effective
"
Get the multi-use and use it often (every 2-4 months)
Easy & low cost for you

"
Single or multi-use*
"
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
!
"
Keep them regularly connected & reminded

w/ postcard mailers, notes, etc
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
"
"
Radio worked for Solar Depot

"
Could spread leads over many dealers

over whole broadcast area
Paid Print Advertising - not clear

#
Similar to TV
Media Success
!
Broadcast TV - failed big at one company!
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
"
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:

"
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
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
!
Great for:
Risk free to audience (not 1-1 face to face)
Classes - Venues
Rotary
! Elks, Lions
! Company lunches or
Earth Day events
! Libraries
! Green Festival
!
Solar Home Tours

! At your office
! Houses of worship
! Environmental
groups
! Brown Bag series
!
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
"
Upsizing is rare & usually illogical
Target your marketing more towards referrals
Where Are The

Customers For Each Segment?
!
Only resale possible is when someone moves

"
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)
Marketing Tools with

Existing Customers
Surveys - gather feedback on your
performance in many areas
! Testimonials & Quotes for website &
brochures
! References
!
"
Test them
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
!
CRM Tools
Agenda
Customer Relationship Management

!
"
"
Oracle NetSuite or SmallBusinessSuite

! SugarCRM
! Many others
Market Segments
Lead Generation
Selling
Sales Organizations
Sales Process
" Sales Training
"
"
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
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?
"
What are the goals of your business?
Do you want to expand & when?
Are you good at sales?
Whats your time worth?
Are you willing to manage them?
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
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
Need good manners, rapport, responsiveness
Sales Staff Structures

Employee (W-2)
! Independent Contractor (1099)
! Issues:
!
Control
" Labor laws
" Costs
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
"
"
"
State laws made generally uniform by USTA

(Uniform Trade Secrets Act)
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
"
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)
!
"
Employee costs to company

1/2 FICA (Social Security)
" Job expenses
" Tools & repairs
" Benefits if applicable
" Education & training
" Office space (for monitoring & control)
"
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
Asset Control
!
Who owns:
Contact info for leads, closed sales, etc
" Salespersons phone & cell number, email
address
"
Employee vs. Contractor Costs
May risk losing access to leads

May be reclassified as employee by IRS
Too many restrictions = employee status
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
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
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
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
"
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
Standard off the shelf software packages of legal

agreements
Agreements From
Off The Shelf
!
Nolo Press - www.nolo.com

" Search: Consultant & Independent Contractor
Agreements
Quickforms - www.quickforms.net
"
"
"
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
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
"
"
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
"
Follows terms of the contract

! Which provisions of the contract
survive termination and affect behavior
of each party thereafter
!
Confidentiality
" Property ownership
"
Considerations
!
Who owns the phone number

"
What email address & phone number

goes on proposals
! Important to the future of both parties
Market Segments
" Lead Generation
"
Selling
Sales Organizations
Sales Process
" Sales Training
"
"
!
Agenda
Who gets the calls after termination
Termination - Contractor
Otherwise must inform of change, and

cannot ask for the info until cust. calls again
Must return/delete/destroy all of employers

property
Termination - Employee
!
Employee costs:
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
!
!
!
!
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
Overhead
Payroll taxes
! Office space
! Equipment & tools - computer &
software, camera, ladder, pathfinder,
car
! Marketing to get enough new leads
! Referral bonuses
!
Compensation Plans
!
Type
Commission plus Base
" Commission only
" Salary only with bonuses
"
Payment Terms
! Territories
! Termination issues
!
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
!
"
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
Only paid to sell, may resist other tasks
High income in good times can cause poor

management and coworker reaction
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
"
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
$2 million minimum
" $3 million goal for $110K per year
" Less than $2 million =
"
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
"
"
Commission Adjustments
Sales Targets & Quotas
Seems like a low %
Reduce frustration and anxiety

Reduce time wasted calculating and
checking
Caps - terrible idea - very bad reward to

best performers
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
"
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
!
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
!
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)
Agenda
!
Market Segments
" Lead Generation
"
Sales
Process
Selling
Sales Organizations
Sales Process
" Sales Training
"
"
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
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
"
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
"
100
80
60
50
4-10
4-9
4-8
Lead Disposition
!
Call back?
Visit immediately?
! Do rigorous call screen before visit?
! Examples
!
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
!
Prospecting Steps
Respond - phone/email
! Pre-Qualify - phone
! Prepare
! Qualify - phone
! Site Visit - in person
! Prepare proposal
! Present - in person
! Close - in person
!
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
"
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)
Rigorous but gentle discussion

"
!
!
!
!
!
Aerial Views
Qualifying Call
!
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
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
!
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
"
!
or electric bill $ and figure out usage
Start with 2 & 3 for initial budgetary test
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.
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?
"
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
!
Site Visit Discussion
!
!
!
!
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
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
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
Use digital camera

instead of grease
pencil
"
PG&E PEC class on Site Assessments
Use beanbag or
non-ferrous camera
tripod (rather than
their crappy one)
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
Presenting
Discussed in next section
! Assuming the sale is closed, lets complete
the sales process
!
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
Waiting & Construction

Communication
!
!
"
Get at close:
"
Turning Sale In To Production

!
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
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
"
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
#
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?
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
!
PPA Vendors
Are Ideal Customers
!
Solve the 1-time only sale problem

"
Repeat purchasers
Agenda
! Selling
!
Sales Organizations
" Sales Process
" Sales Training
They understand installers business

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

! Conclusion
! Interactive Examples (if time)
!
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
"
!
!
Include prepared copies of all docs to be signed:

contract, incentives, interconnection, etc.
Present it
Follow up in 2 days
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
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
"
Get software from legal publishers
Good will & word of mouth over a few $
CAD Layout
Medium Proposal
Minimal +
! Layout (Quick, Drawn, or CAD)
! Financial Analysis Overview if appropriate
!
Layout on Plans
Drawn Layout (Excel)
1/4:1 scale templates also works on many Plan docs
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
Tiered Rates & Usage

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)
Buy Power at
Night and Winter
Exchange at Retail
100% Efficient Battery
Annual Cycle
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

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
35.0
30.0
Tier 1
Cents per kWh
35.0
Sell Power to the

Utility by Day
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
Draw the building

! Show the solar array
!
Pictures with Graphics
OnGrid Example Proposals

!
!
Solar on Roof
Inverters on Wall
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
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
!
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
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!
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
"
Some pages need more attention than others

Skip to the good stuff
" Gauge the clients interest
Continues rapport
#
Be sensitive to their feedback, verbal and

non-verbal (NLP)
! Take notes - shows attentiveness
! Get training on closing
! Follow-up in 2 days
!
Agenda
!
!
Selling
Sales Organizations
Sales Process
" Sales Training
"
Sales Training
"

Conclusion
!
!
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
!
"
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
"
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
"
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
"
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
Tools:
! Pathfinder
! SunEye
! Site analysis & data recording sheet
! Satellite photos & maps
! Analysis & Estimation Software Tools
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
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
"
"
!
!
!
Solar Forum
Conferences
Manufacturer product trainings

Reads periodicals, etc
www.ongrid.net/dreamjobresources.html
Possible Job Progression

Call reception
" Inside sales
#Outside sales
! Salary & responsibility grow with ability
and knowledge
!
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?
"
#
Active & Reflective Listening
Sales Training
!
Sales training available from books, magazines,

online classes, in person classes, coaches, etc.
"
Invest in training, its worth it
Agenda
! Selling
!
Sales Organizations
" Sales Process
" Sales Training
"
Many options
Dale Carnegie
Brian Tracy
" Jeffrey Gitomer
" Earl Nightingale
"
"

! Conclusion
!
Find what works for you
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
Sales / Proposal Tools

!
Home grown / proprietary company tools
QuickQuotes
CPF Tools
The OnGrid Tool
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
QuickQuotes
Home Grown/Proprietary
!
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
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
!
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
Annual Savings Before and After Payback
$10,000
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
$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
$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
$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
Demonstrates
Environmental Benefit Graphically
CO2 offset
! NOx, SOx, Particulates reduction
! Equivalent Miles not driven / Cars taken
off the road
! Effective Acres of Trees Planted
!
!
!
!
Trees
Coal
Ice
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
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
Commercial, Residential, Agricultural
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
!
!
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
Results with OnGrid
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

!
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
Agenda
! Selling
! Selling Tools available
! Conclusion
!
Conclusion
! Selling
! Selling Tools available
!
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
to keep the good times rolling!

Closing Survey
!
Dealer/Installers (owners)
Solar Salespeople
"
"
"
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

"
"
Adhere to High Standards (NABCEP)

"
Solution: Long Term Thinking
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?
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!
(408) 428-0808
andy@ongrid.net
www.ongrid.net - Demos, Tools, Articles, & Classes
Residential Interactive Example

!
Interactive OnGrid Tool Examples

(for those who wish to stay)
Andy Black
Solar Financial Analysis
& Sales Software
(408) 428-0808
andy@ongrid.net
www.ongrid.net - Demos, Tools, Articles, & Classes
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
"
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

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

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
(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

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Sales & Marketing

Renewable Energy Education Program

Agenda for Sales & Marketing

Marketing Promotion Strategies

Lunch, Q & A, Networking (~30 minutes)

Closing Conclusions, final Q&A, Networking

Sales & Marketing for Solar

SALES & MARKETING FOR SOLAR

Introductions & Thanks

Andy Black, OnGrid Solar

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

Selling Tools available

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 3

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 2

Quickly Introduce Yourself

Sales & Marketing for Solar Salespeople & Companies - 4

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 5

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 6

M.S. Electrical Engineering

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 7

Handout Resource List

Slides from past classes

Free demos of the OnGrid Tool

2009 OnGrid Solar, All Rights Reserved.

Please focus on Marketing & Sales

No Side Conversations Please

Main Points of Today

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 &

2009 OnGrid Solar, All Rights Reserved.

Ignore the rest of the day

Find out Where it Hurts

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 11

Sales & Marketing for Solar Salespeople & Companies - 10

What are we Listening For?

Sales & Marketing for Solar Salespeople & Companies - 8

Selling Tools available

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 12

- Henry Wadsworth Longfellow

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 13

2009 OnGrid Solar, All Rights Reserved.

All the activities involved in the

Sales & Marketing for Solar Salespeople & Companies - 14

The process of planning and

2009 OnGrid Solar, All Rights Reserved.

Sales & Marketing for Solar Salespeople & Companies - 15

2009 OnGrid Solar, All Rights Reserved.