Selling Save on Energy Programs

Learning to S.E.E.: Sell Efficiency Effectively™

  • A two-day Sales Training Course for LDCs
  • February 28 & March 1, 2017
  • Sponsored by the IESO

Popular Dollars to $ense trainer Stephen Dixon and acclaimed energy efficiency sales trainer Mark Jewell have teamed up once more to deliver two days of training aimed at dramatically increasing your sales effectiveness with energy efficiency projects.

Day 1 – Learning to S.E.E.: Sell Efficiency Effectively™ is an excellent introduction to efficiency-focused professional selling.

Day 2 – Selling Energy: Hands-on Lab provides hands-on guidance applying day one concepts with real projects. This day will help you to transition your training into market success.

Details for each of the two days follow below:

Registration Fee

The course is offered to all LDCs for a subsidized rate of $400 + HST for both days, and includes a free Segment Guides software licence that contains segment-specific information and coaching to help you put the training into action.

Who this course is for

All sales, engineering, or customer service staff involved with promoting energy efficiency investments to customers.

Day 1 – Learning to S.E.E.: Sell Efficiency Effectively™
February 28, 2017 – 8:30 AM to 5:00 PM
Venue:   The International Centre, 6900 Airport Rd., Mississauga, ON L4V 1E8

This one-day version of the Learning to S.E.E. course taught by Mark Jewell, with Stephen Dixon contributing insights and helping with hands-on exercises, is similar to content Selling Energy has successfully delivered to over 400 Canadian utility professionals and contractors within the last 18 months.

Throughout the day, Stephen Dixon will contribute from his 35 years of energy efficiency experience, providing insights into various sub-topics on the agenda, and highlighting Canadian examples, tools and resources.

What you will achieve

This session will help you be more effective at:

  1. Getting energy efficiency projects approved faster, by better understanding decision-making dynamics;
  2. Reframing the benefits of efficiency so they can be measured by yardsticks your prospects are already using to measure their own success; and,
  3. Expressing those benefits in ways that attract the attention of decision-makers and motivate action.

Most decisions are emotional decisions, and making efficiency-related purchases and changes are no exception. Whether you’re selling efficiency solutions or coaching market actors toward project approvals, understanding what factors play a role in the decision-making process and knowing how to build rapport with key stakeholders vastly increase your odds of success. Learning to S.E.E. is a streamlined version of the more comprehensive Efficiency Sales Professional™ (ESP™) Program, and it will provide you with the insights, focus, and skills you need to grow your market share, revenues, and profitability.

  1. Understanding and selling all of the benefits of enhanced efficiency (utility cost, non-utility-cost financial, and non-financial)
  2. Appreciating the differences in decision-making drivers among building owners/landlords/tenants
  3. Identifying and appealing to sector-specific and role-specific benefits
  4. Generating leads and networking
  5. Relationship development
  6. Anticipating and addressing myths and objections
  7. Communication strategies and tactics, including the value of a well-crafted “elevator pitch”
  8. Understanding your prospects and building rapport
  9. Selling to the C-suite
  10. Developing a one-page proposal
  11. Finding and highlighting the “free money” to help reduce or eliminate first cost
  12. Leveraging building benchmarking to open doors and document progress

Day 2 – Selling Energy: Hands-on Lab
March 1, 2017 – 8:30 AM to 5:00 PM
Venue: The International Centre, 6900 Airport Rd., Mississauga, ON L4V 1E8

This hands-on workshop taught by Stephen Dixon and Mark Jewell, is designed to guide graduates of the Learning to S.E.E. program as they apply six essential dimensions of efficiency-focused professional selling to their own situations.

It will focus on spotting the savings, reframing project potential so that it is accessible by non-technical professionals, and quantifying costs/savings/results that become inputs to the sales approaches and tools covered in day one.

What you will achieve
This course will enable you to describe, discuss, and apply the six-dimensional approach to energy efficiency-focused selling.

This session will also demonstrate how to leverage segment-specific insights while using your three-sentence solicitations, elevator pitches, and one-page proposals.  Included is a one-year, single-user license to Selling Energy’s Segment Guides™ database (a $795 value,) which will provide you with examples from different market segments to help you incorporate these field-tested approaches into your own sales process right away.

This workshop is a “next steps” hands-on version of the Learning to S.E.E.: Sell Efficiency Effectively™ curriculum. With the help of numerous templates and exercises, this hands-on lab will kick-start each graduate’s real-world adoption of these concepts and provide a roadmap for their successful adoption over the long term.

The Segment Guides are an important component of this workshop, providing industry specific data to help make the connection between energy-saving projects and highly desirable business outcomes that extend far beyond lower utility bills. Reframing the benefits of efficiency in segment-specific terms can help you get projects approved.


  1. Overview of the key tenets taught in Learning to S.E.E.: Sell Efficiency Effectively™
  2. Defining your best prospects and projects using segment-specific business acumen, precisely crafted value propositions, and thoughtful profiling
  3. Proactively leveraging competitive advantage and “cost of delay” to avoid “three-bid syndrome” (in the utility context, coaching contractors and customers on how to accelerate project approvals)
  4. Crafting 15-second elevator pitches and three-sentence solicitations that capture your prospects’ attention
  5. Drafting compelling one-page proposals that empower internal champions, engage decision-makers, and facilitate affirmative decisions
  6. Making the business case with financial metrics that favor higher-first-cost, premium-efficiency solutions
  7. Overcoming myths and objections that can stymie even the most worthwhile projects

Registration is limited. Please be sure you can attend before registering as there will be no refunds after registration.

Questions or need assistance registering a group?  Contact us at info@sellingenergy.com or 415-814-3744.