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IMARK CUSTOMER SEGMENT SELLING GUIDES POWERED BY SELLING ENERGY—NOW AVAILABLE TO IMARK MEMBERS
As everyone knows, the size of the market for energy-efficient lighting and controls in the “unplanned” renovation market is huge. Tons of old-technology lighting still needs to be replaced.
It is also challenging to get key decision-makers to move forward on a project.
IMARK members who wish to support and enhance the ability of their sales reps to sell more energy-efficient lighting and controls will benefit from these innovative and unique tools.
“These segment guides are not for everyone,” Steve Ruane of IMARK Group said. “However, IMARK member sales reps who target existing facilities and apply this information will stand out from their competition, enjoy increased closing ratios and shortened sales cycles and sell more lighting and controls solutions.”
Interested members can view a webinar that explains this resource by clicking the “Training, Customer Segment Selling Guides” section of the IMARK website (www.imarkgroup.com).
Customer Segment Selling Guides are delivered in the form of licensed online content accessible 24/7/365 on the internet. The cost per license is $74 (for all 11 segments listed below) per employee per year.
Among other things, these guides are full of “sound bites” that can be used to connect with customers in a language they understand.
The guides will help IMARK member sales reps accomplish the following three goals:
- Identify and describe customer segment-specific, non-utility-cost financial benefits and non-financial benefits in ways that are compelling and relevant to each customer’s business and that fit each customer’s decision-making process.
- Understand the key business dynamics of each customer segment. As just one example, the savings that a lighting retrofit project is projected to deliver should be translated into how much revenue that customer typically needs to generate to see a similar bottom-line impact.
- Demonstrate segment-specific business acumen related to how a particular customer makes money, which opens the door to having a genuine business discussion instead of a sales call.
These Customer Segment Selling Guides have been developed by Mark Jewell (the trainer of IMARK Lighting Sales Masters) and his Selling Energy team. They combine thousands of hours of industry, government and academic research with the experience of witnessing efficiency decision-making in three billion square feet of North American real estate during the last 24 years.
Customer Segment Selling Guides have been developed for the following customer segments:
- Commercial Real Estate
- Data Centers
- Education (K-12)
- Government
- Healthcare
- Hospitality
- Large Assembly (e.g., arenas, churches, stadiums)
- Manufacturing
- Restaurants
- Retail
- Water/Wastewater
Additional customer segments will be added throughout 2017.