Project Approach:

Do

• Define complete projects from start to finish including; preparation, tenders, campaigning, quality control in design, installation and evaluation.
• Obtain commitment and financing for the entire project, preferably through a formally financed project proposal.
• Focus on larger buyer groups large enough for large sales so that price reductions are possible.
• Try to maintain a continuity of specialists and champions through the whole period of project life.
• Analyze and define organizations and groups that benefit from the project. Have them support the project.
• Analyze and define organisations and groups opposed to the project. Address their obstacles.
• Have a simple project approach with clear benefits for both buyers and the intermediary organizations.
• Formalize buyer commitment, i.e. contracts, participation in foundation, company etc.

Don't

• Do not introduce new systems, components or installation procedures in large amounts. Before introduction important field-testing should take place in real buildings outside laboratories.
   

Buyer groups:

Do

• Look for cases and examples within the following categories:
  • Complimentary Product Based Buyers
  • Sole Product Based Buyers
  • Utilities
  • Home Builders & Construction Co.
  • Landlords & Housing Association
  • Municipalities
  • Non-Government Organization
  • Vacation Resorts & Hotels
  • Tenant Organizations
     

Installers:

Do

• Clearly define the installers role
• Insure that the benefits for the installer is clearly understood and competitive with the benefits of their other activities.
• Make sure that the installer is educated in the installation of solar water heaters.
• Utilize the installer for what he is good at: installation of components.
• Be aware that some installers might persuade the customer not to invest in solar.
• Be aware that some installers might give the customer an unrealistically high offer.
• Preferably use installers that you know maintain high standards of quality and are in favour of solar.
• It is possible to agree with installers on standard prices for the installation that gives the customer a fixed and known end price.
• Be aware that installers are used to having margins on components and expect compensation if they do not deliver the component.

Don't

• Do not expect installers to place more effort in marketing solar than other products.
• Do not expect installers to accept lower margins on solar products than on other products.
• Do not assume that the installation of solar water heaters is understood and well known for installers.
• Do not rely on the installer to do the marketing and completion of contract.
• Do not expect all installers to be in favour of solar.
• Do not expect installers to read large texts.
   

Manufacturers:

Do

• Notice that many manufacturers are vulnerable for external interventions on the market and have had bad experiences i.e. from subsidies stop's and go's etc.
• Notice that many manufacturers need high margins for financing marketing efforts and investments.
• Define projects that increase sales, but that do not change market conditions to be unfavourable for sound manufacturers not involved in the project.
• Make sure that manufacturers are aware of the education and skill of the installers of their products.

Don't

• Do not introduce projects that will stop the market for a period.
• Do not expect manufacturers to be in favour of projects that will change market conditions.
   

Marketing:

Do

• All experiences show that the marketing effort to sell a solar water heater is substantial.
• Customers needs a salesman to speak with who can answer their questions.
• Customers needs clear and easily understood arguments about:
  • Economy
  • Environment
  • Quality
  • Independence
• Customers demands environmentally and economically sound heating solutions - not necessarily solar - they compare with other alternatives.

Don't

• Do not expect customers to sign up just from being informed about the good qualities of solar water heaters.
• Do not make choices and arguments complicated.
   

Internet sales:

Do

• Use the Internet to provide information.
• Be aware that to convince customers needs other means (direct contact etc.)

Don't

• Do not expect customers to make the final order via internet.
   

Quality:

Do

• Good quality is a must.
• Use only products tested as minimum according to new European standard.
• Insure that installers are well educated in the installation of the specific solar water heaters.

Don't

• Do not rely on usual installation practices to secure the quality of the solar water heating installation.
   

General:

Do

• Be enthusiastic about solar - it is the energy source of the future.