<html><head><style type="text/css"><!-- DIV {margin:0px;} --></style></head><body><div style="font-family:times new roman,new york,times,serif;font-size:12pt"><div>Joel<br><br>Excellent perspective.<br><br>Ray- whenever, we as humans have been doing something for a considerable amount of time longer than the new people entering into the "business", we can feel the threat of their presence and their potentially unsophisticated approach to a host of ways in which they market themselves. This is completely understandable, as you and others have done the time in the business and generally feel you are better suited to fulfill the needs of the end user. This happens in every business industry and we all feel it at times as the "free" market mechanisms we work in offer opportunity to all, yet the buying public might not have the best information in front of them to make a good decision. This is a difficult topic to bridge and fully optimize as the dizzying
amount of choices can overwhelm the masses.<br><br>My personal view on your second question lies in perhaps a simple answer. It is all about relationships you have with your existing customers, as they should be your loyal fans eager to promote you and your team. It isn't always about a marketing blitzkrieg to the masses, as this could build a brand over time, expensively, the best route to the next customer lies in the relationship you build with yesterdays client.<br><br>This is where training comes in again. Not just installer training, but everyone within the organization. From the front line folks who take calls, project managers, engineers- you name the position and I will spout the same answer- they all need customer service training 101. We have been all underwhelmed at companies in regards to dealing with the front line or back line individuals on the phone to the one on one interactions. How do we fix the image- again- training. Most astute
consumers recognize excellent service and have plenty to say about reprehensible service at the water cooler or at the country store. <br><br>This is fundamentally why we all can be frustrated by wondering why someone didn't go with us in a bidding environment- they have not had a chance to develop a relationship and only want the transaction at its lowest cost, as this is the psychological measure of value in their perception. On the other hand, if we can truly engage people, from an educational point of view about solar, we are providing valuable information that they need and focus on helping them get the most significant details, we have a much better opportunity to establish and maintain the loyal relationship. This is not to say someone will take the information and shake down the next service provider, because it will happen, just that the likelihood will generally be less.<br><br>Lastly- I don't want to sound like the cable company, but I
believe we need to offer value added services beyond the basic installation and service clients every year by providing a checkup, just like we do at the doctor annually to see how the "system" is performing. Again, relationship building 101. This sticks in the hearts and minds (and wallets) of consumers as they feel more certain their system integrator is considerate and a stake holder in the successful operation of their power plant. The challenge is, we generally are selling on price/rebates/ROI/ etc. and O&M becomes a backseat driver to the equation. I wonder how many systems that are deployed out there today are not optimized that could be.......another opportunity to ask your client every year if they know someone who is like them that could use our services. Behind every simple answer is usually a complex challenge, but my belief that we can do better as an industry to foster these relationships will take time to trickle into our trade, most
specifically for the grid tied market.<br><br>Aloha<br></div><div style="font-family: times new roman,new york,times,serif; font-size: 12pt;"><br><div style="font-family: times new roman,new york,times,serif; font-size: 12pt;"><font size="2" face="Tahoma"><hr size="1"><b><span style="font-weight: bold;">From:</span></b> Joel Davidson <joel.davidson@sbcglobal.net><br><b><span style="font-weight: bold;">To:</span></b> RE-wrenches <re-wrenches@lists.re-wrenches.org><br><b><span style="font-weight: bold;">Cc:</span></b> RE Marketing for home scale RE industry <re-markets@lists.re-wrenches.org><br><b><span style="font-weight: bold;">Sent:</span></b> Monday, July 20, 2009 8:50:35 AM<br><b><span style="font-weight: bold;">Subject:</span></b> [RE-wrenches] Marketing your kaizen (was Solar Installers Education)<br></font><br>
<div><font size="2" face="Arial">Hello Ray,</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">Your question is an important marketing question so
I am copying it over to RE-Marketing.</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">The short answer is (1) identify your company's
competitive advantages, (2) differentiate from your competition, and
(3) position your company in the marketplace. These are the questions that you
have to ask yourself, but not on-line. You don't want to show your
cards to your competitors.</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">(1) What does your company do that is better
(quality), faster, and ultimately cheaper (higher kWh/$ invested, less
problems, fewer callbacks, etc.)?</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">(2) How is your company different from your
competitors? Be specific.</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">(3) What markets do you serve (off-grid, on-grid,
residential, commercial, up-scale, what territory, what complementary
products/markets, etc.)?</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">Once you have clear, concise answers, then you make
your marketing and sales plans. They are 2 different critters.</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial"><span>See <a target="_blank" href="http://marketing.about.com/cs/advertising/a/mrktingvssales.htm">http://marketing.about.com/cs/advertising/a/mrktingvssales.htm</a> </span></font></div>
<div><font size="2" face="Arial">and </font><font size="2" face="Arial"><span><a target="_blank" href="http://www.smallbusinessnotes.com/operating/marketing/salesmktdiff.html">http://www.smallbusinessnotes.com/operating/marketing/salesmktdiff.html</a></span></font></div>
<div><font size="2" face="Arial">and <a rel="nofollow" target="_blank" href="http://marketing.about.com/cs/advertising/a/mrktingvssales.htm">http://marketing.about.com/cs/advertising/a/mrktingvssales.htm</a></font></div>
<div><font size="2" face="Arial">and google difference between marketing and
selling</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">Good luck.</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">Joel Davidson</font></div>
<div><font size="2" face="Arial"></font> </div>
<blockquote style="border-left: 2px solid rgb(0, 0, 0); padding-left: 5px; padding-right: 0px; margin-left: 5px; margin-right: 0px;">
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none;">----- Original Message ----- </div>
<div style="background: rgb(228, 228, 228) none repeat scroll 0% 0%; font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; -moz-background-clip: -moz-initial; -moz-background-origin: -moz-initial; -moz-background-inline-policy: -moz-initial;"><b>From:</b>
<a rel="nofollow" title="walters@taosnet.com" ymailto="mailto:walters@taosnet.com" target="_blank" href="mailto:walters@taosnet.com">R. Walters</a>
</div>
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none;"><b>To:</b> <a rel="nofollow" title="re-wrenches@lists.re-wrenches.org" ymailto="mailto:re-wrenches@lists.re-wrenches.org" target="_blank" href="mailto:re-wrenches@lists.re-wrenches.org">RE-wrenches</a> </div>
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none;"><b>Sent:</b> Monday, July 20, 2009 11:03
AM</div>
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none;"><b>Subject:</b> Re: [RE-wrenches] Solar
Installers Education</div>
<div><br></div>
<div><span style="widows: 2; text-transform: none; text-indent: 0px; border-spacing: 0px; border-collapse: separate; font-family: Helvetica; font-style: normal; font-variant: normal; font-weight: normal; font-size: 12px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; white-space: normal; orphans: 2; letter-spacing: normal; color: rgb(0, 0, 0); word-spacing: 0px;" class="Apple-style-span">
<div><span style="font-size: medium;" class="Apple-style-span"><br class="khtml-block-placeholder"></span></div><br class="Apple-interchange-newline"></span></div>
<div>
<blockquote type="cite">
<div style="font-family: times new roman,new york,times,serif; font-size: 12pt;">
<div><font class="Apple-style-span" color="#000000" face="Helvetica"><span style="font-size: medium;" class="Apple-style-span"><br></span></font>The one
commonality to all of this is really the passion to constant learning. The
Japanese have a word- Kaizen- constant
improvement.<br></div></div></blockquote>
<div><br></div>
<div>Excellent, thanks for the new word. Unfortunately, I'm just not seeing
any of that passion in the new people flocking to this industry.</div><br>
<blockquote type="cite">
<div style="font-family: times new roman,new york,times,serif; font-size: 12pt;">
<div>Where it is peculiar to me, is to see us not being able to charge
enough to take care of our families and co-workers (team mates) on the ship
of life.<br></div></div></blockquote>
<div><br></div>
<div>Now you've hit the sore spot for us: we've worked and studied hard, spent
countless unpaid hours contributing to this list for our mutual Kaizen, only
to see a growing market that is not necessarily valuing our experience. The
question is how do we get across to the customer why they should pay more for
that experience and knowledge? How besides NABCEP, do we even demonstrate we
have that knowledge?</div>
<div><br></div>
<div>Mahalo,</div>
<div><br></div>
<div>Ray</div><br>
<blockquote type="cite">
<div style="font-family: times new roman,new york,times,serif; font-size: 12pt;">
<div>Aloha<br><br>Keith<br></div>
<div style="font-family: times new roman,new york,times,serif; font-size: 12pt;"><br>
<div style="font-family: times new roman,new york,times,serif; font-size: 12pt;"><font size="2" face="Tahoma">
<hr size="1">
<b><span style="font-weight: bold;">From:</span></b> Joel Davidson <<a rel="nofollow" ymailto="mailto:joel.davidson@sbcglobal.net" target="_blank" href="mailto:joel.davidson@sbcglobal.net">joel.davidson@sbcglobal.net</a>><br><b><span style="font-weight: bold;">To:</span></b> RE-wrenches <<a rel="nofollow" ymailto="mailto:re-wrenches@lists.re-wrenches.org" target="_blank" href="mailto:re-wrenches@lists.re-wrenches.org">re-wrenches@lists.re-wrenches.org</a>><br><b><span style="font-weight: bold;">Sent:</span></b> Saturday, July 18, 2009 5:50:24
AM<br><b><span style="font-weight: bold;">Subject:</span></b> Re:
[RE-wrenches] Solar Installers Education<br></font><br>
<style></style>
<div><font size="2" face="Arial">I agree. I have DIY customers who know
more about PV systems than a lot of so-called PV professionals. Designing
and installing PV systems is a continuous learning
experience. We are practitioners because, like doctors,
we practice our trade, expand our knowledge, and
hone our skills. I tell people who wants to get in the
PV business to put a PV system on their own
home. People who tell me that they want to sell PV
but can not go solar personally for whatever reason have less
credibility. They get less respect from prospective customers who
use the same reasons or excuses for not going solar. They either
don't last long in the business or are in it only for the money. Granted,
there are less operational nuances to a batteryless, grid-tied PV system
than a battery-based system or wind or water generator, but living with
your work is essential. It makes you keenly aware of unique subtleties
and helps you better understand your customers concerns.</font></div>
<div><font size="2" face="Arial"></font> </div>
<div><font size="2" face="Arial">Joel Davidson</font></div>
<blockquote style="border-left: 2px solid rgb(0, 0, 0); padding-left: 5px; padding-right: 0px; margin-left: 5px; margin-right: 0px;">
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; -x-system-font: none; font-size-adjust: none; font-stretch: normal;">-----
Original Message ----- </div>
<div style="background: rgb(228, 228, 228) none repeat scroll 0% 0%; font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; -x-system-font: none; -moz-background-clip: -moz-initial; -moz-background-origin: -moz-initial; -moz-background-inline-policy: -moz-initial; font-size-adjust: none; font-stretch: normal;"><b>From:</b>
<a rel="nofollow" title="walters@taosnet.com" ymailto="mailto:walters@taosnet.com" target="_blank" href="mailto:walters@taosnet.com">R.
Walters</a> </div>
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; -x-system-font: none; font-size-adjust: none; font-stretch: normal;"><b>To:</b>
<a rel="nofollow" title="re-wrenches@lists.re-wrenches.org" ymailto="mailto:re-wrenches@lists.re-wrenches.org" target="_blank" href="mailto:re-wrenches@lists.re-wrenches.org">RE-wrenches</a> </div>
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; -x-system-font: none; font-size-adjust: none; font-stretch: normal;"><b>Sent:</b>
Saturday, July 18, 2009 12:05 AM</div>
<div style="font-family: arial; font-style: normal; font-variant: normal; font-weight: normal; font-size: 10pt; line-height: normal; -x-system-font: none; font-size-adjust: none; font-stretch: normal;"><b>Subject:</b>
Re: [RE-wrenches] Solar Installers Education</div>
<div><br></div>
<div><br></div>
<div>For Off grid, no one should even attempt being a designer/ installer
without living for a full year on their own off grid system. </div>
<div>GT w/ batteries, you need off grid smarts and understand GT.</div>
<div>Training newbies, I can't imagine them being able to do anything
other than schlep modules/ do grunt work for a couple of years.</div>
<div>I could see a licensed electrician with a year of full time training
being able to do GT w/o batteries.</div>
<div>Most of the market and all the growth is in the GT w/o batteries, so
I think your training should concentrate there.</div>
<div>I've taught a semester long PV class, and all I was able to do was
create well educated consumers.</div>
<div><br></div>
<div>
<div><span style="widows: 2; text-transform: none; text-indent: 0px; border-spacing: 0px; border-collapse: separate; font-family: Helvetica; font-style: normal; font-variant: normal; font-weight: normal; font-size: 12px; line-height: normal; -x-system-font: none; white-space: normal; orphans: 2; letter-spacing: normal; color: rgb(0, 0, 0); word-spacing: 0px; font-size-adjust: none; font-stretch: normal;" class="Apple-style-span">
<div>R. Walters</div>
<div><a rel="nofollow" target="_blank" href="http://Solarray.com">Solarray.com</a><span style="white-space: pre;" class="Apple-tab-span"></span></div>
<div>NABCEP # 04170442<span style="white-space: pre;" class="Apple-tab-span"><span style="white-space: pre;" class="Apple-style-span"> <br></span></span></div>
<div><br class="khtml-block-placeholder"></div><br class="Apple-interchange-newline"></span></div><br>
<div>
<div>On Jul 17, 2009, at 9:44 AM, Keith Cronin wrote:</div><br class="Apple-interchange-newline">
<blockquote type="cite">
<div style="font-family: times new roman,new york,times,serif; font-size: 12pt;">
<div>Hi gang<br><br>I was wondering, what percentage do you believe
represents the ratio of classroom training to field training for PV and
what percentage you believe should be performed by licensed electricians
vs what is deemed mechanical work?<br><br>Residential Grid Tie w/out
batteries<br>___% classroom- electrician<br>___% field-
electrician<br><br>Residential Grid Tie w/out batteries<br>___%
classroom- mechanical<br>___% field- mechanical<br><br>Commercial Grid
Tie w/out batteries<br>___% classroom-electrician<br>___%
field-electrician<br><br>Commercial Grid Tie w/out batteries<br>___%
classroom-mechanical<br>___% field-mechanical<br><br>Residential GT with
batteries<br>____% classroom-electrician<br>____%
field-electrician<br><br>Residential GT with batteries<br>____%
classroom-mechanical<br>____% field-mechanical<br><br>Any takers on the
off grid market percentages?<br><br>Commercial w/ batteries is utility
scale and I don't think it can be quantified today as the projects are
generally design build and perhaps hard to put an exact # on
these.<br><br>Thanks<br><br>Keith<br></div></div>
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