Making the case for energy efficiency: sales tactics that work
- COURSE OUTLINE
Taking place in conjunction with the NEW ERA Sustainable Business Exchange
Saving energy and money is reason enough to invest in efficiency, right? Wrong, there are too many other projects vying for an organization's finite management bandwidth and capital. Unless the benefits of enhanced efficiency are reframed so that they can be measured with yardsticks that organizations are already using to gauge success, proposals for saving energy will continue to be rejected or simply ignored. During this session, you'll learn how to create marketing tools that will capture the attention of decision makers on topics related to energy including elevator pitches, one-page proposals and one-page financial analyses.
When making the case for energy efficiency you must be both segment and role specific. In other words, a grocery store should not be approached in the same manner as a healthcare facility and a CEO should not be approached in the same manner as a CFO, property manager, building engineer or sustainability director. The first step is to develop a compelling 15-second elevator pitch to capture attention. Once captured, that attention is best retained with a brief one-page proposal that describes and justifies the project while clearly clarifying the next action step. And, since most decisions are made emotionally and then justified financially, the final step involves a one-page financial analysis that makes the benefits of any proposed efficiency project obvious to the capital budgeting authorities using metrics that are far superior to simple payback.
As a result of this training, you will be able to:
- Define the three distinct categories of benefits that must be determined and expressed in the context of any proposed efficiency improvement: utility cost, non-utility cost financial and non-financial.
- Reframe the benefits of enhanced efficiency so that they can be measured with yardsticks the prospect is already using to measure success.
- Develop a 15-second elevator pitch designed to capture the attention of your prospects.
- Prepare a one-page narrative proposal and one-page financial analysis to showcase compelling reasons for project approval while keeping the prospect engaged.
If you have any general questions or would like more information, please contact the education department at 608.210.7114 or firstname.lastname@example.org.
9 am: Registration
9:30 am–1 pm: Program
The registration fee for attending this half-day course is $49, which includes light snacks and refreshments during the lunch hour. There is limited availability, so you are encouraged to register early.
Site information will be sent with your enrollment confirmation. If you have any special needs (e.g. dietary, physical), please let us know at the time of registration. All requests will be kept confidential.
Photo & video rights
We reserve the right to use photographs taken during the event for promotional purposes. Also, this program may be video taped for future publication.
- This program supports a topic within the Body of Knowledge outlined by the Association for Facilities Engineering CPE/CPMM/CPS Certification Programs, and should count as 0.325 CEUs (3.25 hours) toward re-certification.
- Members of the American Institute of Architects (AIA) will receive 3.25 LU.
- This training is approved for 3 Continuing Professional Development (CPD) points toward renewal of the professional designations offered by BOMI International.
- International Association for Continuing Education and Training (IACET). As an IACET Authorized Provider, The Energy Center of Wisconsin offers CEUs for its programs that qualify under the ANSI/IACET Standard. The Energy Center of Wisconsin is authorized by IACET to offer 0.3 CEUs for this program.
- This course qualifies for up to 3 PDHs for Professional Engineers in the state of Wisconsin. The registrant must verify that the course content is related to their area of professional practice (more information).
Please note that in order to receive continuing education credits, you must be present for the entire training; partial credit cannot be given.
Moving from "promoting" to "selling" efficiency
Understanding why prospects are interested in efficiency
Segment-specific reframing of benefits
Role-specific reframing of benefits
Apply consumer behavior principles to efficiency
Capturing the prospect's attention
The value of the elevator pitch (with examples)
The value of a one-page proposal
The value of a one-page financial analysis (with examples)
Popular (but misleading) financial metrics
Proper financial metrics and when to use each
Next steps to applying today's lessons
Question and answer, plus post session evaluations