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Lessons Learned: Do's and Don'ts
Project approach:
Do
- Define complete projects from start to finish including;
preparation, tenders, campaigning, quality control in design,
installation and evaluation.
- Obtain commitment and financing for the entire project,
preferably through a formally financed project proposal.
- Focus on larger buyer groups large enough for large sales so
that price reductions are possible.
- Try to maintain a continuity of specialists and champions
through the whole period of project life.
- Analyze and define organizations and groups that benefit from
the project. Have them support the project.
- Analyze and define organisations and groups opposed to the
project. Address their obstacles.
- Have a simple project approach with clear benefits for both
buyers and the intermediary organizations.
- Formalize buyer commitment, i.e. contracts, participation in
foundation, company etc.
Don't
- Do not introduce new systems, components or installation
procedures in large amounts. Before introduction important
field-testing should take place in real buildings outside
laboratories.
Buyer groups:
Do
- Look for cases and examples within the following categories:
- Complimentary Product Based Buyers
- Sole Product Based Buyers
- Utilities
- Home Builders & Construction Co.
- Landlords & Housing Association
- Municipalities
- Non-Government Organization
- Vacation Resorts & Hotels
- Tenant Organizations
Installers:
Do
- Clearly define the installers role
- Insure that the benefits for the installer is clearly understood
and competitive with the benefits of their other activities.
- Make sure that the installer is educated in the installation of
solar water heaters.
- Utilize the installer for what he is good at: installation of
components.
- Be aware that some installers might persuade the customer not to
invest in solar.
- Be aware that some installers might give the customer an
unrealistically high offer.
- Preferably use installers that you know maintain high standards
of quality and are in favour of solar.
- It is possible to agree with installers on standard prices for
the installation that gives the customer a fixed and known end
price.
- Be aware that installers are used to having margins on
components and expect compensation if they do not deliver the
component.
Don't
- Do not expect installers to place more effort in marketing solar
than other products.
- Do not expect installers to accept lower margins on solar
products than on other products.
- Do not assume that the installation of solar water heaters is
understood and well known for installers.
- Do not rely on the installer to do the marketing and completion
of contract.
- Do not expect all installers to be in favour of solar.
- Do not expect installers to read large texts.
Manufacturers:
Do
- Notice that many manufacturers are vulnerable for external
interventions on the market and have had bad experiences i.e. from
subsidies stop's and go's etc.
- Notice that many manufacturers need high margins for financing
marketing efforts and investments.
- Define projects that increase sales, but that do not change
market conditions to be unfavourable for sound manufacturers not
involved in the project.
- Make sure that manufacturers are aware of the education and
skill of the installers of their products.
Don't
- Do not introduce projects that will stop the market for a
period.
- Do not expect manufacturers to be in favour of projects that
will change market conditions.
Marketing:
Do
- All experiences show that the marketing effort to sell a solar
water heater is substantial.
- Customers needs a salesman to speak with who can answer their
questions.
- Customers needs clear and easily understood arguments about:
- Economy
- Environment
- Quality
- Independence
- Customers demands environmentally and economically sound heating
solutions - not necessarily solar - they compare with other
alternatives.
Don't
- Do not expect customers to sign up just from being informed
about the good qualities of solar water heaters.
- Do not make choices and arguments complicated.
Internet sales:
Do
- Use the Internet to provide information.
- Be aware that to convince customers needs other means (direct
contact etc.)
Don't
- Do not expect customers to make the final order via internet.
Quality:
Do
- Good quality is a must.
- Use only products tested as minimum according to new European
standard.
- Insure that installers are well educated in the installation of
the specific solar water heaters.
Don't
- Do not rely on usual installation practices to secure the
quality of the solar water heating installation.
General:
Do
- Be enthusiastic about solar - it is the energy source of the
future.
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