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"In the rapidly changing PV industry, The Solar Sales Leap is a must-read for anyone involved in the task of marketing solar power to residential homeowners. Curren summarizes here what many PV installers are failing to recognize when trying to capture the attention of a qualified residential solar power prospect."-- Joe Sadonis, Solar Consultant, Paradise Clean Energy The Solar Sales Leap will help anyone who works in marketing, sales, or management at a residential or commercial solar contractor to sell more solar with the powerful new tools of online outreach. These days, even while solar panels are getting cheaper and cheaper, the cost of acquiring a new solar customer remains high - around $3,000 on average for a residential installation, according to GTM Research. This raises the price of installations and cuts into the profit of solar installers. If solar sales and marketing was effective it would be cheaper and easier to get a new solar customer. But traditional tactics, most of which have been used for decades, from door-knocking to cold calling to direct mail, don't work well anymore. In some cases, by destroying consumer trust, outdated outreach can backfire for solar sales. Why? Blame it on the Internet. No Patience for Cold Calls and Door-to-Door Sales Suffering from an overload of information through phones and computers, not to mention cable TV and satellite radio, the average American consumer today gets thousands of marketing messages a day. That's why more and more people are blocking ads on their computers and on their phones. Busy consumers have even less patience for solar telemarketers or door knockers than they do for ads. That's why today, people are not just blocking the ads. Potential solar buyers are also hanging up on the cold callers, slamming the door on the canvassers, and tossing out the direct mail unread. And that means lost sales for solar installers. Pushy marketing tactics create distrust for the solar industry. And that distrust is fanned by monopoly electric utilities who use stories of solar scams spread around the news media and online to throw mud on the rooftop solar industry. As scare stories spread they'll create distrust and make homeowners and commercial property owners think twice about working directly with solar installers. The Solar Sales Leap is a practical guide to help solar installers survive and thrive in today's market by using the power of the Internet to build trust with homeowners and commercial property owners. The book is also a manifesto calling for the industry to remove the biggest roadblock to solar's growth by bringing the industry's marketing out of the 1970s into the 21st century. Different than Other Books on Solar Marketing and Sales While there have been books published previously on solar sales and marketing, The Solar Sales Leap is the first book to introduce Internet marketing to solar companies. It's a detailed guide to help solar installers make the transition online with concrete advice to create content they can use to establish themselves as trusted advisors rather than sales bullies. The book covers such topics as: How all marketing today has become Internet marketing Why going online is much more than getting a Facebook page or putting up a website - it's a change of mindset The secrets to building a website that will generate solar leads online Why solar installers need to distinguish themselves from competitors in order to make sales Blogging as the secret weapon to build a successful solar brand
Every business faces the existential threat of competitors producing cheaper copies. Even patent filings, market dominance and financial resources can't shield them from copycats. So what can we do -- and, what can we learn from companies that have endured and even prospered for centuries despite copycat competition? In a book of narrative history and practical strategy, IMD professor of management and innovation Howard Yu shows that succeeding in today's marketplace is no longer just a matter of mastering copycat tactics, companies also need to leap across knowledge disciplines, and to reimagine how a product is made or a service is delivered. This proven tactic can protect a company from being overtaken by new (and often foreign) copycat competitors. Using riveting case studies of successful leaps and tragic falls, Yu illustrates five principles to success that span a wide range of industries, countries, and eras. Learn about how P&G in the 19th century made the leap from handcrafted soaps and candles to mass production of its signature brand Ivory, leaped into the new fields of consumer psychology and advertising, then leaped again, at the risk of cannibalizing its core product, into synthetic detergents and won with Tide in 1946. Learn about how Novartis and other pharma pioneers stayed ahead by making leaps from chemistry to microbiology to genomics in drug discovery; and how forward-thinking companies, including China's largest social media app -- WeChat, Tokyo-based Internet service provider Recruit Holdings, and Illinois-headquartered John Deere are leaping ahead by leveraging the emergence of ubiquitous connectivity, the inexorable rise of intelligent machines, and the rising importance of managerial creativity. Outlasting competition is difficult; doing so over decades or a century is nearly impossible -- unless one leaps. Ultimately, Leap is a manifesto for how pioneering companies can endure and prosper in a world of constant change and inevitable copycats.
The solar industry is expanding at rapid pace - almost fifty percent annually since the year 2000, and with this growth has come tremendous opportunity for those who are prepared to take advantage of it. While basic selling skills like prospecting, making good presentations, and closing techniques are foundational in any selling environment, the solar industry demands a unique set of competencies and abilities if you want to become a top performer. Having spent thousands of hours working for solar companies of various sizes, this book shares the lessons and best practices author, Daniel Howson, has gained as a door-to-door lead generator, a sales consultant, a supervisor, a leader, a manager, and a pioneer for solar power in a number of markets around the country. Discover: - Why selecting the right company to work for is critical to your success - What consumers are really looking for when they choose solar - How to build trust and credibility quickly and reliably - The secrets for delivering compelling solar presentations - How to deliver the benefits of solar to clients This book is not simply a "how to" book, although you will learn the tools and methods you need to sell solar effectively. Just as importantly it is a complete guide to developing the skills, knowledge, and mindset that are critically important to leading a successful career in solar. The solar industry is changing the world and by reading this book you can become a big part of it, building the sales skills to be a top performer, deepening your knowledge, and preparing for a future powered by the sun.
What are the barriers to diffusion? How are they overcome, and by whom? These are the essential questions that 'Selling Solar' answers. To do so, the author explores the compelling, but often over-looked literature on innovation diffusion.
Increased concern about the natural environment has led to an urgent call for organizations to take action toward environmental stewardship. This Second Edition of the groundbreaking Environmental Management: Readings and Cases will inspire readers to find creative solutions to the challenges of maintaining sustainable enterprise while restoring our ecological community. Featuring a highly esteemed group of contributors with content from premier journals —including Harvard Business Review –this comprehensive reader fills a major gap in the teaching of business and the environment. New to the Second Edition: More than two-thirds of the book consists of new material, addressing emerging and timely topics like environmental regulation, green marketing, environmental strategy, and more The book features 11 new cases, providing a platform for lively classroom discussion This edition adds a stronger international component, highlighting the global nature of environmental management Accompanied by High-Quality Ancillaries! Instructor Resources on CD provide in-depth teaching notes for both the readings and the cases, course development guides including outlines, and helpful charts providing visual links between readings, cases that have been developed by the author, and popular topics. IRCDs are available to qualified instructors only by contacting Customer Care at 1-800-818-SAGE (7243) between 6 am – 5 pm, PT. Intended Audience This reader serves as a stand-alone or supplemental text for upper-level undergraduate or graduate courses such as Environmental Management, Green Marketing, Clean Production, Environmental Policy and Strategy, and other courses in business and environmental studies.
The exciting story of the first-ever moon landing—a perfect way to introduce young readers to that pivotal moment in human history! On July 20, 1969, Neil Armstrong became the first person in history to set foot on the moon. As he did so, he uttered his famous declaration: “That’s one small step for man, one giant leap for mankind.” But how did he and Buzz Aldrin reach the moon? What was their journey like? In this gorgeously illustrated book, readers join the crew of Apollo 11 as they race into space and reach incredible new heights. With a message that anything is possible if you try, and a large trim size that works nicely for group reads, this is a wonderful classroom or story-time read-aloud and a great way to share the story of the first moon landing with young readers. To commemorate this extraordinary moment in human history, Robert Burleigh and Mike Wimmer have created a breathtakingly beautiful tribute that transports readers to the stars, where they will experience the moon landing just as Neil Armstrong and Buzz Aldrin did.
NABCEP sets the standard for solar certifications in the United States and Canada. The NABCEP PV Technical Sales Certification shows customers, friends and employers that you are knowledgeable and qualified to sell solar systems. If someone is selling solar, they need to know what they are selling and how it is configured. Where will they connect the circuit breaker? Will the house need expensive modifications in order for a PV system to be installed? These are the questions that you as a NABCEP Technical Sales Certified solar salesperson will confidently answer. This book is full of practical information that anyone selling solar should know in order to properly serve their customers and to ethically represent the industry that is solving the world’s problems on the ground and rooftop level. This book will be of use to those taking the NABCEP PV Technical Sales Exam, as well as anyone selling or planning to sell solar.
This practical guidebook to zero energy homes focuses on real costs and savings, exploring such topics as site selection and passive design, heating and cooling, and financial resources and incentives. Original.
The New York Times bestselling, “meticulously researched and absorbingly written” (The Washington Post) story of the trailblazers and the ordinary Americans on the front lines of the epic Apollo 11 moon mission. President John F. Kennedy astonished the world on May 25, 1961, when he announced to Congress that the United States should land a man on the Moon by 1970. No group was more surprised than the scientists and engineers at NASA, who suddenly had less than a decade to invent space travel. When Kennedy announced that goal, no one knew how to navigate to the Moon. No one knew how to build a rocket big enough to reach the Moon, or how to build a computer small enough (and powerful enough) to fly a spaceship there. No one knew what the surface of the Moon was like, or what astronauts could eat as they flew there. On the day of Kennedy’s historic speech, America had a total of fifteen minutes of spaceflight experience—with just five of those minutes outside the atmosphere. Russian dogs had more time in space than US astronauts. Over the next decade, more than 400,000 scientists, engineers, and factory workers would send twenty-four astronauts to the Moon. Each hour of space flight would require one million hours of work back on Earth to get America to the Moon on July 20, 1969. “A veteran space reporter with a vibrant touch—nearly every sentence has a fact, an insight, a colorful quote or part of a piquant anecdote” (The Wall Street Journal) and in One Giant Leap, Fishman has written the sweeping, definitive behind-the-scenes account of the furious race to complete one of mankind’s greatest achievements. It’s a story filled with surprises—from the item the astronauts almost forgot to take with them (the American flag), to the extraordinary impact Apollo would have back on Earth, and on the way we live today. From the research labs of MIT, where the eccentric and legendary pioneer Charles Draper created the tools to fly the Apollo spaceships, to the factories where dozens of women sewed spacesuits, parachutes, and even computer hardware by hand, Fishman captures the exceptional feats of these ordinary Americans. “It’s been 50 years since Neil Armstrong took that one small step. Fishman explains in dazzling form just how unbelievable it actually was” (Newsweek).