CONTRACTOR SALES TOOLS THAT INCREASE
HOME ENERGY EFFICIENCY PROGRAM RESULTS
CUEexchange
Aspen, Colorado
October 24-26, 2007
EGIA BRINGS ALL FACETS OF THE HOME IMPROVEMENT MARKET
TOGETHER TOWARDS ONE COMMON GOAL
…SAVING ENERGY!
Utility Sponsored Programs
Rebate & Financing Program Administration * Contractor Training * Strategic Planning
Industry Advocacy * 3rd Party Validation
Manufacturer / Distributor
Solar & Renewable Energy
National Program Development
Joint Marketing * Sales Training
Industry Advocacy * Contractor Training
Market Development * 3rd Party Validation
Contractor Direct Programs
Buying Group Financing * Insurance Programs & Other Value Added Services
Sales Training * Approved Contractor Marketing Program
EGIA WORKS ACROSS ALL HOME IMPROVEMENT CHANNELS
The Electric & Gas Industries Association is a 76 year old non-profit organization
with a mission to advance energy efficiency and renewable energy solutions
through a nationwide network of manufacturers, utility companies, distributors
and thousands of home improvement contractors. EGIA acts as the back office,
administering utility company energy efficiency programs and sponsors
financing and sales training for our member partners.
Thousands of member
contractors across the nation
WE ASKED TOP CONTRACTORS THE SECRETS TO THEIR SUCCESS
Top Tier Contractors Consistently Do
The Following:
1)
Diversification- Selling more then one product helps
prevent seasonality and drives more profits through
add on sales.
2)
Sales Consistency- A pitch book or laptop
presentation that kept salesmen consistent and helped
overcome hidden objections.
3)
Marketing- Spend money to make money and have a
message with a clear call to action.
4)
Financing- Offering a low monthly payment option or
for people that could afford to pay cash, a no interest /
no payment option.
Utility Program Sponsors Should Be Asking Their
Contractor Base “ How Can We Help You Succeed”
If the contractor, while in the home, doesn’t
have the tools and training to close the sale
it’s a lost opportunity for the contractor and
the utility!
WHY ARE CONTRACTOR SALES TOOLS & TRAINING SO IMPORTANT?
Home Improvement First, Not The
Granite Countertops!
 There are many competitive forces vying
for the homeowners disposable income
 In today's economic climate, optional
energy efficiency investment is getting
even tougher for consumers to justify.
Competition To Consumer
Participation In The Utility Energy
Efficiency Program Is Any Product
That Takes Away The Consumers
Disposable Income !
Contractors Must Be Armed To Sell The “Sizzle and the Steak”
GIVE THE CONTRACTOR THE TOOLS TO MAKE IT HAPPEN
Four Keys To Success
1.
CONSUMER MARKETING TOOLS
Utility marketing to consumers through bill
inserts, direct marketing, case studies and media.


2.
CONTRACTOR MARKETING TOOLS
Marketing tools for contractors that back up
utility consumer marketing.


3.
Provide Pitch-Book Design Support
Develop Targeted Sales Book Inserts
CONTRACTOR TRAINING TOOLS
Effective
training of both the technical and the sales side of
the business.

4.
Drive Consumer Referrals
Reduce Contractor Cost of Sales
The Technician and The Salesman Are Typically
Not The Same Person
COMPREHENSIVE FINANCING TOOLS
Makes The Energy Efficient Home Affordable
especially when complimented with utility
incentives.

Home Energy Efficiency Doesn’t Occur Until It’s
Financed
Home Efficiency Happens When The Contractor Can
Clearly Communicate The Value Proposition and Has
The Training and Tools To Overcome Objections!
UTILITY CONSUMER MARKETING TOOLS
Utility Marketing Starts The Cycle!
1.
CONSISTANT UTILITY MARKETING TO DRIVE LEADS
Web, Bill Inserts, Bangtails, Mailers, Media Events
2.
MARKETING MUST HAVE CALL TO ACTION
This should give the homeowner a reason to invest their
disposable income on an optional energy saving project.
(create a sense of urgency)
3.
MARKETING SHOULD MIRROR CONTRACTOR TOOLS
This provides independent third party validation
Consumer Marketing
Plants The Seed
CONTRACTOR MARKETING TOOLS
Utility Branded Applications
Contractors Need Utility Branded
Materials To Give Third Party
Validation That Home Energy
Efficiency Is The Way To Go!
1. Simple one page program descriptions to
provide quick reference for sales people
One Page Program Descriptions
2. Consumer marketing flyers / sales book
inserts with data supporting energy efficient
home improvement

Help make their pitch-book sing
3. Access to marketing materials with data to
support potential energy savings and
comfort.
4. White Papers and Customer Testimonials
Leverage The Utility and ENERGY STAR Brand Equity
Sales Book Inserts
CONTRACTOR MARKETING TOOLS
Creating Tailored Marketing
Materials For The Contractor
Should Be Easy & Convenient
A great tool is an ad wizard that has
marketing templates built around your
home performance programs.
The approved contractor simply goes to
the website, uses a password, adds
their logo and can order direct mail,
home show, or publication marketing
pieces specific to home performance.
Marketing designed, ordered, and mailed out for
the contractor that is fast and easy!
CONTRACTOR TRAINING
Deliver Sales Training Not Just Technical Training
Technical & Sales Training Key To A
Successful Utility Sponsored Program
Well Rounded Training Is Key!
 It All Starts With The Sale!
 If Contractors Cannot Sell Home Energy
Efficiency, Then There Is Nothing To Install
Correctly.
 Contractors Need To Understand The
Value Proposition.
Ongoing Contractor Training Critical
 Contractor Field Services?
Technical Training
Sales & Marketing Training
COMPREHENSIVE FINANCING TOOLS
FINANCING IS THE KEY TO UNLOCKING THE VAST POTENTIAL
FOR ENERGY EFFICIENT HOME IMPROVEMENT
The Average American Has $5,000 In The Bank. So It’s Not Surprising
That The Biggest Hurdle Consumers Face When Embarking On A Home
Energy Efficiency or Renewable Energy Project Is Usually Money!
EGIA ASKED HUNDREDS OF CONTRACTORS, MANUFACTURERS
AND UTILITY COMPANIES:
What Kind Of Financing Solution Do You Want?
 Consistent National Platform
 High Approval Rate
“With most financing programs being
manufacturer specific or serving niche
markets, we are extremely pleased to see
that EGIA and the GE Money Sales Finance
team were able to put together the first
truly comprehensive
national
energy efficiency & solar financing
program”
-Sue Kateley
- Executive Director, CAL SEIA
 Not Just For The Credit Elite
 Ability To Close Deals In The Home
 One Simple Application For
Multiple Financing Options
 Unsecured/ Secured Installment For
Low Payments
 6/12 Month No Payment/No Interest
 Green Branded Marketing and
Tailored Sales Tools
 Online Error-Free Loan Documents
 Comprehensive Sales/ Program
Training
 No Utility Financial Risk
COMPREHENSIVE ENERGY EFFICIENCY & SOLAR FINANCING TO FIT ALL JOB SIZES
Revolving
Unsecured Installment
Secured Installment
Up To $25,000
$2,500-$50,000
$10,000-$500,000
Ideal for smaller jobs such as HVAC
upgrades and solar pool heating or
projects where consumers
want to leverage their cash
and take advantage of
no interest/no payment options
Ideal for mid-sized home energy efficiency
projects, solar water heating and small
solar PV. Extended terms & rate
reduction options make efficient home
improvement projects affordable
Ideal For Larger Home Performance
and Solar PV Projects. Provides
extended fixed terms at low interest
rates and in most cases requires no
equity on loans up to $75,000
 Quick in home credit decisions
 12.99% APR standard fixed rate
 Rates as low as 7.74% APR
 Simple easy to use paperwork
 Terms to 20 years
 Flexible terms up to 25 years
 6-12 month no payment options
 Buy down options from 5.99% - 9.99%
 Buy-Down Option As Low As 6.24%
 6-12 month no interest options
 Deferred Payment Options
 Easy online document preparation
 Low program discount rates
 Delayed Interest Options
 Payment reset after utility rebate
No payments for up to
one full year!
$9,000 efficient home improvement
for only $81 per month!
$30,000 solar PV project installed
for only $225 per month
UTILITY & STATE SPONSORED RESOURCE EFFICIENCY FINANCING
Southern California Edison
AC Quality
Southern California Edison
Home Performance With
Energy Star
Maryland
Home Performance with
Energy Star
Maine
Home Performance with
Energy Star
Imperial Irrigation District
Efficient HVAC & Windows
Anaheim Public Utilities
Home Performance With
Energy Star
San Diego Gas & Electric
Premium Efficiency Cooling
Arizona
Home Performance with
Energy Star
City of Santa Monica
Community Wide Solar & Home
Efficiency Project
GEOSMART BRANDED APPLICATIONS
Strong Energy Efficiency Message
COMPREHENSIVE SALES TOOLS & PROGRAM SUPPORT
www.egia.org/GEOSmart
CONTACT INFORMATION
Bruce Matulich
Executive Director
(916) 480-7314 Office
(408) 781-4643 Cell
[email protected]