Why? How? Where? (Part One)


When you’re going to market with a new product or service, what niches and value propositions would allow you to stack the deck in your favor? In determining an answer to this question, there are three key questions you should first ask yourself:

Why should a particular prospect or group of prospects be interested in what I have to say?
How might I reframe the value so it resonates specifically at their frequency?
Where might I reach my prospects once I determine that that's the message I want to deliver?

Continuing on with the example of the HVAC sales professional selling “smart valves,” we’ll discuss several scenarios over the course of the next two days to get the wheels spinning in your mind as to some possible answers to these questions:

Utility Programs

  • Utilities need the savings, and some utilities have problems finding projects that will actually generate therms savings.
  • They need to prove the savings to the regulators, and your smart valve solution will give them concrete data as evidence.
  • Some utilities are just fond of seeking new technologies so they can fulfill a market transformation goal.


  • Propose a pilot program to prove the concept.
  • Instead of just having a prescriptive rebate (where they give $100 per smart valve), suggest to the utility that they do a custom pay-for-performance incentive (where you get paid only for the energy savings).
  • Once the pay-for-performance incentive proves itself, you can suggest migrating to a prescriptive rebate. 


  • You might work with third parties to find utility partners (such as rebate administrators).
  • You might look for state incentives on the DSIREUSA.org database.
  • You also might start with the utilities serving test sites if you want to do a pilot program.

Retrocommissioning Specialists

  • RCx specialists are sophisticated enough to understand the benefits of your technology.
  • They have insight into the highest value applications.


  • Work with a retrocommissioning specialist, have them use the product, and then feature a product case study on a reference library website (such as PECI or LBNL).
  • Present a paper at the National Conference on Building Commissioning about how this smart valve technology could help a retrocommissioning specialist gain more control over a facility that they get hired to optimize. 


  • You can meet retrocommissioning specialists by hanging out at their watering holes, such as the California Commissioning Collaborative or the National Conference on Building Commissioning.

Stay tuned for more examples on this topic tomorrow…

Love one of our blogs? Feel free to use an excerpt on your own site, newsletter, blog, etc. Just be sure to send us a copy or link, and include the following at the end of the excerpt: “By Mark Jewell, Wall Street Journal best-selling author of Selling Energy: Inspiring Ideas That Get More Projects Approved! This content is excerpted from the Sales Ninja blog, Mark Jewell's daily blog on ideas and inspiration for advancing efficiency. Sign up at SellingEnergy.com.”

Want our daily content delivered to your inbox? Subscribe to the Sales Ninja blog


By info@SellingEnergy.com (Mark Jewell, President of Selling Energy | www.SellingEnergy.com) | | sales tips |
next post → ← previous post