There is no more effective form of marketing for alternative energy. One problem is, it is difficult to set up and maintain a good continuous marketing network. The effort and time needed, especially at first, can be daunting and even discouraging. Some of the best potential referral partners (real estate and mortgage professionals) are bound by ethics concerns not to make referrals for work done on their clients' homes and businesses. Overcoming this concern can be difficult but not impossible. And is well worth the effort and expense, especially in tough economic times such as these. 

How critical is renewable energy industry to America? There are few things more critical to America's future than the creation of an independent source of energy.
The actual cost of energy- say a gallon of gas- is much more than the price displayed at the pump. To figure the real cost one must look at the hidden cost of producing that one gallon. The cost of pollution in the atmosphere is only one example of a hidden cost.
One other major hidden cost is the price of protecting America's oil interests around the world. The truth is, a large percentage of our military budget is dedicated- albeit secretly- to protecting oil interests everywhere. Some experts have said that adding this back to the cost of a gallon of gas would add over $10.00 to the cost. 

Many 'geothermal' contractors seem to be missing the market in some parts of the country. 'Geothermal', according to the federal government's tax credit guidelines appears to refer to 'water source heat pumps'- not really 'geothermal' (earth generated heat) and some states accord their definitions of what constitutes geothermal with the federal guidelines, thereby increasing the tax benefits for the buyers greatly. 
Yes, geothermal heating and cooling units are more complicated and expensive to install, but there are few products on the market as effective for heating and cooling.
Plus, it is an excellent marketing tool for contractors going for the high-end market.

It is easy to spend lots of your good hard earned money on advertising for alternative energy: but, generally speaking, it is money down the compost heap. Much less expensive and more effective ways of getting the word out exist.
Use your imagination. One enterprising dealer put together two old solar panels, put a large teapot on the top and filled the collectors with water.The sun heated the water in the collectors and shot out the teapot. He put the whole contraption on a small trailor and, with the addition of a couple of cheap signs, had a movable billboard that was more effective (and a lot cheaper) at attracting new customers than any traditional forms of advertising were.
Remember, renewable energy is news, and it is energy you are producing: odds are, since you are in this business, you are gadget minded; hey, make something fun out of it

There is no question we are in a tough selling environment. And selling solar, wind, or geothermal energy in this market is much tougher as a result. But a solar, wind, or geothermal company with some creative and energetic marketing can actually thrive in this economy.
Go where the market is: for instance, real estate professionals offer an excellent source of customers; but you must be prepared to EDUCATE your contacts. Very few real estate or mortgage professionals have a clue about the many benefits of renewable energy or, even more important, about the financing options available to homeowners and small business owners. Educate yourself about the options and be ready to train!!
Also, paying referral fees is NOT a sin. And, don't kid yourself, smart dealers around the country are using them as a sales tool. But, like everything, you need to know how to handle them.
Make yourself a lean, mean, selling machine: that is the key.  

There are few things in America today easier to sell than solar, wind, or geothermal energy. Yet, the secret to successful sales and marketing seems to elude so many dealers and contractors. Many of the problems can be traced back to simply the way the green energy products are looked at by the sellers themselves. Solar, wind, and geothermal energy products are much more than just home improvements. And the successful marketing of them requires a specialized knowledge of financing possibilities and a insight as to where the real market lies. Something that is really not as obvious as it may sound.
The market is in its infancy and the possiblilities are enormous.

Remember this: nobody likes a 'smart ass'. You may know a lot about your business and be able to explain insolation factors until you are blue in the face, but that will not help you sell your systems. In fact, you are almost always better off leaving that sort of information back at the office and attacking your potential clients as if you were an investment advisor. Remember, they want to know three things usually: what's in it for them, are they going to have to work for it, and how does it look. Center your sales pitches around these three needs and you will enjoy more results.
Posted on: February 3, 2010 2:56 PM

Too many dealers are limiting their product mix. If you have a small showroom (or even if you do not) you may want to consider adding some of the more 'exotic' energy saving products to your sales list. Products such as 'Window Quilts', or 'Magnethermic' Inside windows can be excellent products to compliment your  existing product line. And the ability to offer different premiums can be an excellent closing tool when you are out selling.

Don't make the mistake of spending loads of advertising money to attract solar, wind or, geothermal clients. It usually is not worth the money and is much less effective than is smart referral or under-the-radar referral advertising. This may mean some legwork for your sales department (you if yours is a one man operation- or hire a dedicated commissioned sales person, in fact a sales person can be your cheapest, most effective form of advertising in itself).