Mark Jewell Brings Insightful Energy Solutions to the 71st NALMCO Annual Convention.
At the 2024 NALMCO Annual Convention and Trade Show, Mark Jewell from Selling Energy captivated the audience. He shared his deep expertise in energy efficiency and sales effectiveness. Jewell’s presentation offered valuable strategies to boost sales, identify funding sources, and improve communication in the evolving energy landscape. Attendees left with practical takeaways to enhance their sales approaches and energy initiatives.
The Importance of Visual Communication in Sales
Jewell highlighted the power of visuals in connecting with audiences. He pointed out that over half of the human brain processes visual information, with more than 65% of people identifying as visual learners. He emphasized that incorporating videos and visual aids isn’t just beneficial—it’s essential. Research shows that emails with “Video” in the subject line receive an eightfold increase in open rates. With post-COVID-19 trends showing that nearly 80% of people prefer video meetings, Jewell’s insights underscored the increasing demand for visual communication.
Strategies for Handling Pricing Objections
Jewell also offered techniques for addressing price-related concerns, urging sales professionals to look beyond price alone. He encouraged exploring alternative funding sources by identifying unseen issues, unexpected solutions, and hidden opportunities. In one story, he described a sales representative who used a light meter on the way to a meeting with a CFO, discovering that light levels were 40% below IES standards. Motivated by safety concerns, the CFO allocated funds from the safety budget for a full retrofit. Jewell’s approach emphasizes that revealing these hidden needs can turn discussions from price to necessity.
Productivity as a Return on Investment
Jewell presented another compelling perspective on ROI by factoring in productivity gains. He explained that even a slight productivity boost—just two minutes per employee per day—can cut project payback times in half. This approach helps clients see the indirect financial benefits of energy-efficient upgrades. Additionally, Jewell advised tapping into various budgets, such as decarbonization funds, to finance projects, showcasing his comprehensive approach to funding energy initiatives.
Essential Skills for Sales Professionals
In his presentation, Jewell outlined critical skills for effective sales professionals, including:
- Concise Communication: Keeping messages clear and efficient across calls, emails, and meetings.
- Active Listening: Understanding client needs by asking thoughtful questions.
- Business Acumen: Being fluent in industry-specific language and performance metrics.
- Success Stories: Building a portfolio of relevant case studies to share with clients.
- Knowledge of Hidden Benefits: Highlighting advantages beyond immediate energy savings.
- Financial Analysis: Demonstrating how capital expenditures reduce operational costs.
- Confident Objection Handling: Addressing client concerns proactively.
Jewell stressed that many of these skills are learnable and can significantly boost a sales professional’s effectiveness.
Incentives for California-Based Professionals
Jewell also shared an exclusive opportunity for California residents: up to $2,000 in Selling Energy’s sales training at no cost, supported by utility sponsorship. This program, designed to enhance energy-focused sales skills, further underscores Jewell’s dedication to equipping industry professionals with practical and impactful tools.
A Valuable Session for Lighting Professionals
Jewell’s presentation at the NALMCO Convention combined sales insights, funding strategies, and communication techniques, providing a holistic approach to advancing energy solutions. His session underscored the importance of adaptable sales strategies and underscored the financial and operational advantages of energy efficiency, leaving attendees inspired and equipped with actionable tools for success.