What have my peers done to help contractors sell home energy upgrades?
Many residential energy efficiency programs have confronted the challenge of how to improve conversion rates of customer interest into completed upgrades by working with their contractors. Participating contractors are a primary face-to-face link between customers and the program, and many program administrators have taken steps to empower contractors to market program services through sales training and co-marketing. Programs have found that offering sales training can significantly boost sales and improve customer experience and conversion rates. During sales training, technicians commonly learn about the program’s upgrade process, how to sell using non-technical language with customers, and other techniques for transforming assessments into upgrades. For many programs, contractor sales training resulted in more effective sales approaches, increased conversion rates from assessment to upgrade, and increased revenues for contractor businesses.
Co-marketing, meanwhile, can help both contractors and programs. Contractors who use customized program-provided materials have more resources to market and differentiate themselves, and they can gain credibility in the eyes of the customer by being directly associated with the program. A program can leverage contractors’ in-person contact with customers and their existing customer base to increase its reach. Marketing and advertising guidelines for contractors, especially when the program name or logos are used, plus review by the program can help ensure consistency in program-branded marketing materials.
Learn more with the following Solution Center resources: