When Home Performance with Energy Star launched in Maine in 2006, we defined the energy improvement process as test-in, upgrade, test-out. The parenthetical testing was part and parcel of the process, similar to a physician talking with a patient and running diagnostics to glean what’s going on – before prescribing remedies or lifting a scalpel.
Coming into home performance, energy auditors, home energy raters, and home inspectors had a predisposition – for different reasons – to distinguish the ‘test-in’ as a separate, billable service.
Now that home performance (HP) programs offer subsidized, or free, ‘test-ins,’ the mindset separating the ‘test-in’ assessment from the actual upgrades is even more pronounced. Problem is, without the upgrades, there are no energy savings to claim, not for the homeowner, the renter or the government agencies that sponsor the programs.
Residential energy efficiency programs – whether administered by utilities or non-profit community-based organization – are contending with the “stuck” factor. That is, homeowners sit on their assessments and do not move ahead with energy improvements (in HP vernacular, conversions).
Call it separation anxiety. And I’m as guilty as anyone. Earlier this spring, Sustainable Structures in Hallowell, Maine conducted an assessment of my home, for a sum; they ran the data through RemRATE to produce a home energy rating, and have mailed me a CD of their findings, including infrareds and digital photos. I have yet to open the envelope. Cite a reason, and you’re probably right … money, other house maintenance and life priorities, fear.
One solution – amidst many – to the ‘stuck’ factor is to teach home performance contractors how to better sell HP. That is, how to sell the upgrade, not just ‘test-in’ assessments.
Enter Dale Carnegie. On Thursday and Friday last, contractors representing 14 weatherization companies attended Dale Carnegie sales training in Stratford, CT. Connecticut’s Neighbor to Neighbor program sponsored the class, aiming to infuse the Dale Carnegie “buyer’s mindset” into the companies’ sales processes.
The class trains contractors to do things a different way, encouraging them to get out of their comfort zone which is, often, to talk about building science (stack effect!) and products (heat pumps, insulation, air sealant!) With lots of role-playing, the class taught contractors how to ask questions, how to engage homeowners about their homes and their true wants. Questions for the homeowner are conversational, situational, and broad. “Ask what wakes up the customer in middle of the night,” said trainer, Scott Laun. “Ask a few questions, and listen. Do not talk, let them talk.”
Daniel Martins, of Santa Energy and a veterinarian in his previous profession, participated in the class, saying, “it trains your brain to behave. What not to do when we are selling. We have to naturally talk about ourselves, and less about selling the product, and know how to relate to customers’ needs.”
These lessons are helpful for conversions, but are also useful once the subsidies have gone away and contractors find themselves in a competitive marketplace.