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Selling Solar
Selling Solar
www.firstsolar.com
www.solarcity.com
www.sungevity.com
www.prometheus.org
www.dsireusa.org
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GROWTH
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Source: NREL
Germany Remains #1. Spain surpasses Japan and US in 2007 Due to New Feed-In Tariff
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U.S. has a goal of doubling renewable energy production from 2009 to 2012. Considered a top priority because of issues with Oil and Coal
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Selling Solar
Strong policies at the state and federal level (solar investment tax credit, removal of $2,000 residential cap, Treasury Grant Program) Declining prices - PV module prices down more than 50 percent in just the past 18 months Strong consumer interest - 92 percent of Americans think it is important for the U.S. to develop and install solar
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Selling Solar
1. U.S. is depending on solar to create jobs and economic growth 2. Abundant and safe source of domestic energy
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Widespread Adoption
Government Stepping Up
2010 = $225M in stimulus 2009 Recovery act added $117.6M 2009 base $175M Government is continuing to pour money into your businesses.
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+40 MW
2009
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Looking Forward
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the Great Recession of 2009, the U.S. solar industry had its best year ever 2009 U.S. solar industry revenue grew 36% to almost $4 Billion The solar industry supported 17,000 new U.S. jobs in 2009 2009 Total number of solar electric installations grew by 37% Solar Hot Water installations rose over 10% Only decline was in solar pool heating, down 10% due to housing crisis
Source: American Solar Energy Society
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Limited education and training resources. Consumers need to be approached differently than they would for remodeling, contracting services.
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ECONOMICS
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GRID PARITY
The point at which renewable electricity is equal to or cheaper than grid power.
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2009
NREL study of 1000 largest utilities across the US servicing over 95% of grid electricity consumption.
Major population centers are already at or near grid-parity
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2015
1% Annual Increase in Utility Prices
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2007 - 2008
Global Supply Shortage Manufacturing Costs Shoot Up European / Japanese Incentives offering 30+% Return to Solar Homeowners Supply Cant Meet Demand US Incentives are in Jeopardy
Raw Materials
Manufacturer
Distributor
Dealer / Installer
Selling Solar
2009 - 2010
Dealers and Installers now have the upper hand
Overcapacity in manufacturing
US demand grows Stimulus deployed
Raw Materials
Manufacturer
Distributor
Dealer / Installer
Selling Solar
Selling Solar
Key Challenges
Consumers still need to be educated
Growing Competition
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30%
REBATE FOR EVERYBODY
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What Qualifies?
Solar PV
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What Qualifies?
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30% Federal tax credit is deducted after all state or utility rebates
Selling Solar
Calculating the 30% Federal Solar Investment Tax Credit (ITC) Commercial Calculate 30% Federal tax credit before any state or utility rebates But Commercial customers need to talk to their accountants about how this affects them tax-wise.
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State Programs
www.dsireusa.org
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State Programs
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Connecticut
Massachusetts Others Total
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18 78 1,653 MW
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4 Star
Selling Solar
State and Local Incentives Will Change Check for updates and changes regularly!! Up to you to stay on top of these
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State Rebate: $3/watt x 5000 watts ITC calculated after State rebate
($6,000)
($1000)
Net cost:
$13,000
CO2 Emissions reduced = 9618 lbs per year or roughly 11,500 driving miles Monthly Utility Bill with solar will average $15 per month *PPAs are scarce in AZ, due to a law that they need to be regulated like a utility.
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Selling Solar
$2.00/ watt (5000 watts) $ .85 / watt 30% calc. after State rebates
Net cost:
$11,900
Colorado Rates increased at 9% per year for the past 10 years 2025 - $0.29 kwh at 5.5% average increase 2030 - $0.39 kwh at 5.5% average increase The bill would be $259/month in 2030! CO2 removed: 9618 lbs/year (11,500 mi) PACE programs available
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$1.75 per watt NJ rebate SREC Value Currently $3400 / year 30% calc. after State rebates
Net cost:
$14,975
* $1.75 per watt state rebate requires prior energy audit otherwise its $1.55 per watt ** New Jersey SREC values trade on exchange, prices change New Jersey State Rebates scheduled to drop each year So dont wait! CO2 Emissions reduced is 9618 lbs per year or 11,500 driving miles New Electric Bill will be about $13 per month in year 1
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PACE Financing
Removes a major barrier to cost
Selling Solar
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Solar Leasing
Simpler than a PPA
No Money Down! Usually 15 (or more) year term, transferable to a new owner You pay the lease payment plus any extra power you need from utility Usually includes option to buy at the end for a set residual price Require good/excellent credit rating depending on the program
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Competition
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The Field
Good Business Expect more entrants Two Profiles 1. Industry vet 20 years experience 2. Bright young college grad
Two Categories 1. Installer selling solar as product 2. White collar (MBA) more interested in financial
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Selling Solar
The Field
Residential is not as competitive as commercial yet! Trained in financial and technical not sales Same positioning, same pitch Using the same tools for quotes Residential Market is most underserved Have not adapted to recent changes in solar industry Bottom Line: All can be beat
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No Dominant Players
Eager Customers Doing well while doing good
Selling Solar
So Lets Recap
The PV industry is over 50 years old, and still well under 1% of market.
The U.S. was #1 in the world 10 years ago We are now #4 (now #5) Contractors with existing customers have the best opportunity to capitalize 2009 was the first time in history that solar panel manufacturers had more supply than demand Panel prices have collapsed Most Managers and owners have advanced degrees in chemistry, physics, engineering, but lack real-world experience and customer interaction Top complaints: Too Fragmented, No Standards, Too Complex, Competitive
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Make sure that they are discussing what they can do, not the environment or technology this is a big red-flag of a non-buyer
Dont overcomplicate!
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Types of Buyers
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Segmenting Buyers
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All customers pre-qualified and prioritized BEFORE GETTING A CALLBACK Know the answers to questions before theyre asked Clear, simple Value Proposition Make it very easy for the customer to say yes Permitting, Financing, Zoning issues are transparent to the customer
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END OF SECTION
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Gaia Worldwide Survey of Small and Mid-Size Solar Integrators/ Installers November 2009
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Survey of Small and Mid-Size Solar Integrators/ Installers Nov 2009 Conclusions Everyone who got in recently expects great things Few are prepared to handle business opportunities Most are misrepresenting / mismanaging qualified opportunities
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Experience is not an advantage Size and Scale helps with costs, but doesnt win business Communication is critically important with customers
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Differences
Administrative and Finance play larger roles Sales and Marketing drive the business Buyers are making a lifestyle decision, not solving a problem
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Differences
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Manageable
Little or No Control
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Sales and Marketing Strategy Personnel planning and development Business Planning Cost Benefit Analysis
Selling Solar
CONTRACTORS
SUCCESS PRIMARILY COMES FROM ON SITE STAFF
Administrative / Finance
Installaton / Labor Sales and Marketing
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SOLAR
SUCCESS IS DETERMINED BY EVERYONE
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Most important communication and listening skills Will need to accurately fill out rebate and incentive paperwork Communicate and cooperate with customers, utilities, municipalities
Selling Solar
Sales
Most important communication and listening skills Customers are in control of the decision and timing Present professionally not just writing estimates Salesperson has to sell the solution, not just product Qualifying buyers replaces getting leads as top priority Passion plays a major role and its out there for the taking!
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Learn to use technology Site assessment, quotes, rebate forms saves a ton of time and money
Dont be Afraid to Walk Away Stick with here and now buyers. No buying signs = move on Value helpful partners Distributors quality, selection, delivery, project planning
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SELLING
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Imitation is the fastest and easiest road to dominating in the solar industry. -Joe Boyce
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The Most Useful Solar Technologies Are Not Just About Solar Products
More Efficient CSI Panels Simpler Mounting Systems Thin Film Bulding Integrated Solar
More Important
Financing Tools
Customer Management
Site Evaluation
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www.ongrid.net
www.clean-power.com
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Key Takeaways Plan up front Execute to your plan Budget, Forecast, set milestones and timelines Share market and industry knowledge not product Align your team, customers, community and technology around your business and sales goals Compete hard a little innovation is all you need Track your results and stay nimble
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Thank You!
Joe Boyce
Toll Free: 1(877) 331-4280 | Direct: 1(617) 312-3866