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See for yourself how solar is working for America. Following the sun across the nation, the SEIA film crew take a first-hand look at how solar is working for America and meet today's solar generation: the project developers, manufacturers, installers and of course, the clients – the people who are using solar power in its various forms for their homes, businesses and public buildings.

This 4-minute film highlights the Solar Generation USA Road Trip as the team discovers how widespread solar energy has become from the East Coast across the Midwest to the West Coast. Learn more about the role solar plays at a boat marina, fire station, New York City rooftop and the Crayola Crayon manufacturing plant, a zoo (with 'solar bears'), a gas station converted to a solar charging station for electric vehicles; and see how solar is putting people to work at a manufacturing site and a solar rooftop installation in the West; features a Crayola Crayon factory, Denver International Airport, a Garbett Homes community where solar comes standard, Colorado State University, the San Francisco Giant's ballpark and a Napa Valley vineyard.

Learn more and take the solar quiz to win a limited-edition tour cap. Visit http://www.solargenerationusa.org

The Curious Case of the Chocolate Cake Close

Scott Gordon

Vice President, Sales Residential, HelioPower

In the Ugly Side of Solar series I’ve covered shoddy solar power installations, ugly installations, and shaded installations.  Part four covers something more insidious and is perhaps the ugliest side of all. Part four is about the growing trend of less than professional sales tactics in the solar power industry.

“Sales Tactics” details a disturbing recent trend, the employ of unprofessional, and what I would deem, unscrupulous, sales and business practices. You know the kind I mean. You’ve seen the results of this approach to business on the 10 o’clock news.  The headlines paint the stories:  the contractor who takes a huge deposit and doesn’t complete the work; and/or does a horrible job after a protracted and nightmarish experience, and/or charges the customer twice as much as a reputable contractor to perform the same job in the name of ‘superior service’ or some other excuse while performing a less than stellar installation.

Ugly Solar part four is an exposé of some of the oldest and most popular tricks in home selling tactics now being applied to solar. Before you say, “I’m too smart to fall for any of those tricks,” please read on.  Sadly I see and hear of people falling for these tricks every day as some new entrants into the industry bring them to the solar business. These tactics are used to endear and close deals at prices significantly higher than those offered in the competitive marketplace and to intimidate those who try to cancel later.cake-pic

I will illustrate how these tricks work through a parable I call ‘The Curious Case of the Chocolate Cake Close.’

Once there was a pleasant retired couple who wished to go solar. It’s possible that they became interested in solar after receiving a direct mailer or perhaps speaking with a door-to-door canvasser. However it happened, they invited a solar contractor into their home. The salesman was pleasant. He took photos with their dog (Trick #1: Make friends with the family dog. If the dog trusts you, the deal’s as good as inked). The salesman pitched his pitch. He told the couple he had already contacted the utility and received their utility information and therefore the system he was proposing would suit their needs perfectly (Trick #2: Without a signed third party authorization form, no one except the customer can access his utility information, but most folks are unaware of this and will think you have an ‘in’ at the utility). The salesman completed his exciting solar pitch and then pressed for the sale. Unfortunately for the salesman, the couple wanted some more time to think about it, so he created more time. He stuck around for the next five hours endearing himself to them (Trick #3: If you refuse to leave on your own, customers will often acquiesce and sign a contract just to get you out of their house. Stay ten hours if you have to).

Throughout the five hour courtship, the salesman made multiple phone calls to his manager. “Good news!” the salesman exclaimed, “If you let us put a sign in your yard my manager will knock $1,500 off your solar power system!” “Even more good news, if you sign today we can give you an additional discount!”(Trick #4: The more phony calls you make to your manager the better. It gives you the appearance of advocating on behalf of the customer. Trick #5: hyper-inflated pricing makes discounting easy!).  Feeling the deal (and his commission) slipping away, the salesman tried a Hail Mary. “What’s your favorite dessert?” he asked. “We love chocolate cake,” the couple replied. “Great! I’ll be right back,” the salesman announced, and much to the couple’s surprise, the salesman went to the store and bought a chocolate cake. “What a nice man,” the couple thought, “he sure is a thoughtful fellow.”

The salesman returned a short while later with a chocolate cake (Trick #6: never underestimate the endearment forged by breaking bread with someone). After enjoying some of the cake with the old couple, the salesman inked the deal and went on his way with a $1,000 deposit and a $2,500 postdated progress payment (Trick #7: the more skin someone has in the game, the less likely they are to cancel after they’ve come to their senses. Of course, as you may know, in California collection of this second payment at the time of contract signing is illegal. Don’t let that stop you though, just have your customer postdate the check to cover your tracks).

That would’ve been the end of the story in most cases (slick salesman gouges unwitting retirees), but this couple began to have buyer’s remorse after the transaction begin to sink in. Because they never received a second bid, they wondered if they had gotten a good deal on their solar electric system. After several weeks of wondering, pondering, and evaluating their decision to go solar with the chocolate cake salesman, they decided to get a second opinion. What they discovered shocked them.

panel_upcloseThe second salesman arrived with little fanfare and no chocolate cake. He performed his site evaluation and presented his solar power system proposal to the couple. The system was larger (by almost 1,000 watts); included an electrical service upgrade; and was $29,000 cheaper. Let me say that again, the system was $29,000 cheaper. For many people, that’s a year’s salary.

They’d been had! How could that sweet salesman with his delicious chocolate cake do this to them? They trusted him. Their dog trusted him. At this point, the old woman began to cry. She and her husband were so upset that they immediately canceled their contract with the first salesman and signed up for the far cheaper system with the second salesman.

Almost immediately, the first salesman began calling them at home in earnest saying, “I’ll see you in court! You’re on the hook for a 20% restocking fee! Do you really want to lose $8,000? You’re in for a nasty lawsuit now!” (Trick #8: there’s nothing like the threat of a lawsuit to get folks to see things your way). After rebuffing the chocolate cake salesman by phone multiple times, the couple thought they were free and clear, but they were wrong! Mr. Chocolate Cake himself came a knock, knock, knockin’ at their front door not 30 minutes later (Trick #9: if the threat of a lawsuit doesn’t work by phone, try it in person). The couple, visibly shaken and physically shaking, asked the second salesman, who was still at the house, to confront chocolate cake guy who suddenly wasn’t so sweet anymore. After an unpleasant and highly charged exchange, chocolate cake guy was sent packin’. Salesman number two, believing he had done a good thing by saving these retirees $29,000 on a 25% bigger solar panel system went on his way with contract in hand. Plus, he had the added privilege of singlehandedly dispatching the evil sales guy face-to-face, toe-to-toe.

used-car-salesmanUnfortunately though, no good deed goes unpunished as they say. Within 36 hours, the old couple canceled their contract with the second salesman. Why? The threats of lawsuits had intensified over the ensuing (pun intended) hours. Additionally, the first company offered to match the second company’s price. That’s right. Miraculously, Company A found $29,000 of ‘extra money’ in the job after the couple received a second bid and attempted to cancel (Trick #10: If all else fails, match the competitor’s price and offer to drop the lawsuit if the customer agrees to cease all communication with Company B).

Company B, now well aware of the underhanded sales techniques being plied on the couple, calls the couple one last time to try to talk sense to them. “After what you’ve been through: price gouging; slimy sales tactics; and threat of lawsuit would you recommend Company A to your friends, neighbors, or family?”

“No we wouldn’t,” the couple answers.

“If you wouldn’t recommend them,” salesman B continues, “why would you still proceed with them while you still have a chance to get out in one piece?”

“We wouldn’t,” the couple replies, “But we’ve never been to court before, and we’re afraid of being sued.”

“Their legal case seems frivolous to me,” says salesman B, “Don’t let them strong arm you into doing something you don’t want to do. Is this someone you really want to do business with?”

With one last futile effort, the couple cancels with Company A, but this time the cancelation lasts only 18 hours, as chocolate cake guy arrived in person the very next morning to defend the deal with his volatile combo of price reductions and lawsuits (Trick #11: Intimidation is a wonderful customer motivator).

I wish I could say that this parable was only that, but it’s a true story based on actual events. In fact, further research on Company A uncovered a consistent pattern of price gouging and abuse. Prices averaging $13/DC watt are the norm for these slick operators. Since the average price of solar in California has fallen below $7/DC watt, Company A’s systems are overpriced by an average of 55%. In the retirees’ example, the difference was $29,000. That’s some expensive chocolate cake!

So how do you protect yourself from being suckered, then threatened and abused when you call the conman on his con? Follow basic common sense principles:

  1. Always get a second bid. Always, always, always!
  2. If you live in California check the solar company out the same way I did, in CSI’s public database: http://www.californiasolarstatistics.ca.gov/application/search/
    You can see how many installations a company’s done, in which cities, what types of equipment they sell, and even the prices they’re charging, plus a whole lot more!
  3. If you’re paying more than $7/DC watt, chances are you’ve been had, although some exceptions apply to ground mounted systems, reroofs, service upgrades, or specialized custom installation work. In any case, start asking some hard questions when the price exceeds this level.
  4. Remember, in California you have three business days to cancel a contract if you get cold feet later. If you sign on Friday, you have until the following Wednesday at midnight.
  5. If a contractor collects more than $1,000 at contract signing, report them to the California State Licensing Board: www.cslb.ca.gov
  6. If a contractor threatens you with a lawsuit and you’ve done nothing but cancel your contract prior to work commencing, don’t capitulate — call a lawyer!
  7. If a contractor suddenly drops his price by tens of thousands of dollars to keep your business, can this guy really be trusted to do quality work? Can he be trusted at all?
  8. If a salesman offers you chocolate cake, offer him the door.

If there is a silver lining here, it’s that the couple saved a pile of money in the end by engaging Company B. Whether they’ll end up getting what they paid for we may never know. I’m sure the chocolate cake salesman still has a couple more tricks up his sleeve. What’s your favorite dessert?

You can reach Scott Gordon directly at SGordon@HelioPower.com

Guidelines for communicating the solar aspect of a green marketing program

By Glenna Wiseman, Vice President, Marketing, HelioPower

At HelioPower we help our clients tell their solar story.  We work with commercial, community and utility clients creating communication programs to herald their new solar power installation.   Our efforts help them weave the aspects of a solar installation into an overall green marketing message that supports their brand.

Solar is an exciting addition to an organization’s environmental efforts.  In fact, a solar power system assists on multiple levels of a Triple Bottom Line approach benefiting the company’s people, its profits and environmental efforts (the planet).

Having successfully completed several affiliate marketing programs for HelioPower clients, this information is designed to contribute to the industry’s knowledge base and guidelines for successfully telling a client’s solar story and thus contributing to their overall green marketing message.

Nearly all of our commercial and public sector clients have worked through the normal list of “reduce your energy and energy use costs” before they adopt solar.  Way before the solar conversation starts they have harvested the “low hanging environmental fruit” of recycling, green purchasing, etc.  Past this phase, they move to implementing energy monitoring to determine peak demand usage and reduce it, and energy use overall to create cost reduction programs. Out of this information comes the use of energy efficiency technologies including lighting, motors, HVAC, etc.  Solar is not generally where they start or where they should start, unless they are building a new U.S. Green Building Council Leadership in LEED (Leadership in Energy and Environmental Design) structure. Then solar power technologies should be part of the design from the initial stages of the development.

Once solar is part of the client’s overall green building, thus environmental strategy, HelioPower works with them to communicate the role solar plays in these efforts and thus the environmental aspects of their brand.

A marketing / communication program for a HelioPower solar client becomes appropriate when we can implement the following guidelines:
• Assist our clients to communicate environmental benefits of solar
• Optimize strategic partner alliances
• Involve the community, green building, local and state government
• Utilize Internet and social media to provide transparency & communication
• Educate stakeholders
• Work as a team

Each solar promotion program will have its unique opportunities and challenges.  In order for solar promotion program to be successful we have found that it is essential to meet all of these objectives. 

HelioPower assists our clients to communicate environmental benefits of solar.  Part of our responsibility as an organization’s solar power partner is to help them gather the information needed about their solar installation.  We assist them in developing a full understanding of their solar power system, how it works, energy generation data, environmental offset data, how to explain it to their constituents and whatever information they need to communicate their solar program. 

We provide information online about the client’s solar power installation on the HelioPower website.  Our efforts are coordinated with the client’s to create information that is easy to access and captures all the correct data about the solar project. 

Affiliate marketing programs must optimize strategic partner alliances. At HelioPower we have

Bill Nye, the \"Science Guy\" shines light on Bob\'s Big Boy solar event

Bill Nye, the "Science Guy" shines light on Bob's Big Boy solar event, supported by Canadian Solar, SMA and sponsors

the distinct pleasure of working with some of the industry’s great brands and high profile clients.  Any program that we participate in or spearhead for one of our clients must involve strategic partners in the industry and those affiliated with our client.  Communicating the solar story would not be complete without involving the solar power panel manufacturer, inverter partner, and potentially the energy performance monitoring company.  It can also involve brands that do business with the client as was the case with the Bob’s Big Boy campaign we implemented last fall.  The key is to involve those within the industry who have participated in the solar installation by way of product and those who do business with the client.

Involve the community, green building, local and state government.  One of the very exciting aspects of taking on a communication program to highlight a solar installation is involving the stakeholders in the community. 

 

Community groups gather to support Porsche solar panel dedication

Community groups gather to support Porsche solar panel dedication

We are all obviously familiar with the solar “ribbon cutting/ throw the switch” ceremony.  These are important celebrations of the commitment the client has made to solar power generation.  This type of event is the most valuable when it is an opportunity to reach out to stakeholders in the community and give them a chance to support the client. 

In the construction phase of a solar celebration or marketing program, it is our job to identify community, green building, local and state governmental groups and leaders who should be involved in a program.  And you don’t need to stop here.  You can reach out to a loyal customer base, supporters, local charity groups, and any other organization whose contribution to the program will enrich all parties involved.

Utilize Internet and social media to provide transparency & communication. Marketing messages regarding environmental strategies must be transparent and easy to find online.   This upholds the integrity of the message. 

It is critical to strategize the online aspects of a client’s solar marketing program.  The effort may be as simple as identifying the best media distribution source and insuring the joint press release is supported with accurate online information about the solar installation.  It may be a more comprehensive approach that involves a program-specific website.  Each effort is unique.  Insuring opportunities for an online program are investigated and maximized as needed is essential.

Educate stakeholders.  Telling a solar story must include programs to educate the client’s constituents.  Programs typically include communication to employees, investors, media and press, community members, etc.  When you are considering a program, think about what groups are involved with your company or client and what aspects of the solar installation would hold meaning for them.  Within a particular solar story, different themes and information will hold meaning for each distinct constituent group.  Thinking through all these “story lines” will create positive communication and honor the many groups that support or are involved with the client, and thus have some level of involvement with the solar installation.

Work as a team.  Our renewable energy industry is filled with talented, positive professionals who are a joy to work alongside and truly are impassioned by their mission within the industry.  We have the distinct pleasure to assist our clients in communicating their solar story.  Thus we work to create a team approach for each marketing program, from a relatively simple press release to solar ribbon cutting events and more elaborate affiliate marketing programs. 

It takes a dedicated team of client and solar installation company individuals to successfully design and install a solar power system. So too the best programs to tell a client’s solar story, within the auspices of their brand message, also involve a team effort.

You can reach me at gwiseman@HelioPower.com.  I welcome your comments, insights and observations.

By Scott Gordon

Vice President Sales, Residential, HelioPower

 

Have you ever driven by a solar installation that was so ugly you wondered what the owners of the house were thinking when they decided to install their system?

Have you found stories on the internet about leaky roofs, fly-by-night solar companies or other tales of solar despair?

If you answered yes to any of these questions you’ve stumbled upon a little talked about topic in our happy industry:  the ugly side of solar.

Most solar installers shy away from the topic of ugly solar for fear of scaring off their potential customers.  After all, who wants to ruin their home’s curb appeal or wind up with a leaky roof?  The reason for this article is to arm consumers with the knowledge they need to avoid falling into either type of botched installation.

Aesthetically Challenged Solar Installation

"Aesthetically Challenged" Solar Installation

 

 

First I’ll cover solar installations I would describe as “aesthetically challenged.”  The above photo is an extreme example of just how ugly solar can get.  As a person with nearly three years of solar sales and design experience, I can hardly wrap my brain around how the above installation was permitted in the first place.  I can only imagine how the neighbors feel when they drive by this house.  Unfortunately, I see ugly installs like this one far too often.

So, how do you avoid such a fate as you embark on your solar journey?  

Asking your installer for a roof plan BEFORE signing a contract is a great first step.  This will allow you to review and compare various plans from all bidders involved in order to see who’s come up with the best design for your roof.

For example, if you have a smallish roof, you may be limited to solar panels with high power density like those made by SunPower.  Panels with high power densities often obviate the need for tilt kits on the roof.  While you may not object to the ‘look’ of the tilt kits in the above photo, you need to consider the wind profile of the area in which you live.  Mounting solar panels on your roof so they resemble sails is never a good idea because sails are what they will become during high wind conditions (like tornados, hurricanes, Santa Ana winds, etc).  While there is little chance the panels will blow off your roof if properly attached, high gusty winds may loosen “sail mounted” panels over the course of several years resulting in roof leaks, deck rot, and other collateral damage.

HelioPower Installation of SunPower Solar Modules

HelioPower Installation of SunPower Solar Modules

 

 

If your best roof happens to be above your front door, you’ll want to get black framed panels, with a black backsheet, and back contacts (if you have the budget).  The second photo shows a recent HelioPower installation using SunPower 225 panels.

First notice how the panels look more like skylights than panels.  Notice how you don’t see any white diamonds or electrical contacts (black back sheet/back contact).  Notice how the solar array is contiguous and well organized on the roof. Such a roof layout takes planning. I tried four configurations before I found one I liked enough to present to this customer.  Think the folks in this neighborhood have a slightly different opinion about solar aesthetics than the previous example? You becha!!

What are some other ways you can be sure that your solar system will look as good as it performs? Again, make sure you get some roof plans.  

Once you’ve reviewed those, ask if there are any systems in your area you can drive by (this is far better than a phone reference).  Also ask to see photos of installed systems that will be similar to what the installer is proposing for your home.  Ask to see the same panels on the same roof type.  For example, if you’re interested in Evergreen panels for your Spanish tile roof, ask to see a photo of Evergreen panels on a Spanish tile roof.  A reputable installer with enough installations under his belt should be able to easily provide you with these and may already have examples you can reference on their website. If you've heard of the high efficiency of the Canadian Solar panels, then ask for installation photos showing these modules. There are many options. At HelioPower we offer all these panel options and more!

If tilt kits are required for one brand of panel, ask if they would be required if you instead bought high efficiency SunPower modules.  In solar, size matters, but in this case smaller is better.  High efficiency and smaller panels go hand in hand, but be prepared to pay a little extra for the efficiency.  It will be well worth it down the road when you have a sweet looking solar installation that doesn’t leak and is the envy of your neighborhood.

Finally, you may not have a good solar home.  That’s right, I said it.  Rare is the solar salesperson who will tell you that your home is not ideal for solar photovoltaics (electric), even if that is the case. You may not like it, but you need to listen.  Remember, these folks are mostly commissioned salespeople; they want to sell you a system.  That’s how they make their living. If one of the bidders declines to bid for this reason, put your feelings aside and consider strongly what he/she is telling you.  Fact is that the top photo is of a house that should NOT have solar panels on it. It’s not a good solar house.  Period.  Of course, the salesman that sold the job would disagree as his/her creativity with tilt kits suggests.  But facts are facts.  Which system would you rather have on your largest investment – A or B? HelioPower Energy Consultants are trained to provide you with the second option or no option at all.

While aesthetically ugly solar will scare off its fair share of customers, often times it’s what you can’t see that matters most of all.  In part two, I’ll get into the gory details of a truly botched solar installation.  It’s the type that keeps most home owners up at night.  Curious?  Stay tuned…

Today from the Contra Costa Times, reporter HEATHER HACKING

The world is poised for the third industrial revolution, said economist Woodrow Clark, a keynote speaker at Butte College's third annual Sustainability Conference, which continues today. woody-clark-214x300

Clark was among members of the Intergovernmental Panel on Climate Change, which shared the 2007 Nobel Peace Prize with former Vice President Al Gore.

That effort, which included members from 130 countries, created greater understanding of man-made climate change and shared information about what remedies are needed.

Before the report to the United Nations, there was not consensus that climate change was due to human activity, and the United States (then under the Clinton Administration) provided the most vocal opposition to that idea.

With the report and stronger consensus among leaders across the globe, those protests have waned.

The second industrial revolution relied on fossil fuels and has lasted 100 years, Clark said during an afternoon presentation.

The third industrial revolution will involve renewable resources and "leveraging resources in a way that doesn't keep violating our environment," he said.

"We live in a world where what we do here impacts other parts of the world," and vice versa, he said.

And the way that developed countries use resources is affecting the world climate.

But things can change.

He used the example of Mongolia. The area is rich in coal, a resource used throughout the world for energy production. Clark said that current discussions are about "clean coal," which he said is an oxymoron.
Mongolia is intriguing because the area does not need to transition from coal to fossil fuels, he said.

Mongolia, with natural resources including wind, geothermal and sun, has the opportunity to leap-frog past the fossil fuel era and go right into what Clark envisions as the third industrial revolution.

He cited Germany, which most Americans do not realize is the leader in solar energy.

The country is cold and rainy, but the nation's willpower to use solar has put it at the top of the solar list.

He said the rest of the world should not wait to shift over to renewable resources merely because existing energy sources are cheaper right now.

The hybrid car is nothing new, Clark continued. However, as the use of automobiles grew there was a decision that fossil fuels would be the route taken.

"We have now reached the peak of oil and gas" supplies, Clark said, showing charts of current dwindling supplies.

Some people argue that nuclear power generation is the next step, but there, too, known supplies are dwindling. Clark's slides stated that uranium supplies would only last another 61 years.

The current state of resources "allows us to all have a paradigm change," he continued.

Recent history has shown us that supply-side economics does not work, Clark said. If it did, the current economic recession would not have hit world leaders by surprise.

Another recent economic disaster was California's energy reform, which was, in theory, to increase competition and lower prices. Instead, profits for energy suppliers skyrocketed, Clark noted.

He lauded the community colleges, including Butte, that have invested in renewable energy and have not waited for the rest of the world to lead the way.

Businesses, such as the car industry, have failed to capitalize on new innovations. As an example, Clark pointed to technology used in the Toyota Prius. The car has a regenerative braking system, developed by the U.S. Department of Energy, which allows the battery to be recharged through the vehicle's braking system.

The U.S. auto industry was given first right of refusal on the technology, he said.

Now, Japan is selling the Prius to consumers in the United States.

"We have to stop this," he said.

He predicted China will soon become the biggest producer of electric and hydrogen fuel cell vehicles.

Clark also said that the current energy grid system, with central production and mass distribution, should become history.

For renewable energy, different technologies should not be isolated, but can be considered as a whole, he said. Each building can be considered for how it can be self-sustaining — solar panels on roofs, wind generators along freeways.

Other options, not yet fully developed, could include anaerobic digesters that create fuel from waste products.

He also said in California, water districts could be working with the energy sector on how to move water while generating power.

Clark also criticized the state government leadership. Four years ago, the state had Proposition 98 on the ballot, which narrowly failed in a state vote. The measure would have taxed oil and gasoline in ways similar to what is done in Texas and Oklahoma.

If that had been done, the state would have an estimated $4 billion to $6 billion in tax revenue, he said.

Instead, the state is now bankrupt, Clark continued. "Chevron funded the opposition."

He also was critical of Gov. Arnold Schwarzenegger's actions to lower automobile licensing fees, which would have generated billions in revenue.

For a national approach to a new energy path, Clark said he would like to see the president create a new department of sustainability. This would take an overall look at things such as energy, agriculture, transportation, defense, economics and the environment, so that these issues do not overlap, and all have a sustainable goal.

Clark's book "Qualitative Economics: Toward a Science of Economics," was published in 2008. His next work "Sustainable Communities" will be published in November.

Scott Gordon, Sales Manager for HelioPower, is once again reaching out to the younger generation! His passion for sustainable energy, and all things "green," moves beyond his post at the solar power integration firm. He regularly teaches environmental topics to youth in the Orange County area. This summer he is helping young teens to learn about renewable energy at the AdTech Student Technology camp at California State University Dominguez Hill.