The Home Performance Infographic: When in the Sales Cycle to Use the Concept

(Cross posted from the http://www.energycircle.com/pro/bloghttp://www.energycircle.com/pro/blog.)


As our burgeoning industry gradually defines itself, the continuing discussion about the importance of language rages on. Big name communications consultants have told us that terms like energy efficiency are "cold, heartless and unemotional." The smart folks at Lawrence Berkeley Labs who wrote the excellent Driving Demand study say that "retrofit" is a loser.


There seems to be a correlation between the terms we on the inside use most often and the frequency of their condemnation. And nothing is more controversial than the very term that most of us use to name our entire industry category: Home Performance. (I wrote previously about how the major firms in the industry were abandoning the conceptaltogether.)


We all use Home Performance regularly in our day to day language, our business communications and, in some cases, in how we name our companies. Yet we also acknowledge that homeowners--uh, the people writing the checks--don't have a clue what we're talking about.


One of these days I'm going to get around to writing about segmentation, and messaging by audience type, and why we need to stop these meat axe declarations about certain terminology. But, for now, here's my take on where the term "home performance" fits within the sales and customer consideration cycle. I hope the infographic speaks for itself.


Let me know what you think in the comments.


Views: 68

Comment

You need to be a member of Home Energy Pros to add comments!

Join Home Energy Pros

Comment by Glen Gallo on November 5, 2010 at 8:51am
Peter,

Great Job.

I have been toying with the CI as marketing tool or Comfort Improvement to play off the industry accepted commercial Real Estate TI or Tenant Improvement term.
Comment by Peter Troast on November 4, 2010 at 8:34am
Good comments. Thanks Carol and Tim.

Tim--obviously, every customer interaction needs to be tailored to that particular situation. The advantage of the home performance concept is that it's broader than just energy and may capture that customer whose trigger is comfort or health.

You've inspired me though--next infographic we'll tackle will be one that could be used across the kitchen table to get the HP explanation down from 3 minutes!
Comment by Carol A. Markell on November 4, 2010 at 7:23am
I've always felt that respect for the person who writes the check comes first. That is a hard concept to swallow when the business owner needs or wants a quick close. When a conversation starts, asking questions, listening to responses, willingness to educate, ask more questions, more education, this all takes time, but like good home performance, laying the foundation properly will help to get the job and create the loyalty.
Comment by Tim Jones on November 4, 2010 at 3:49am
Agreed! When we use the term "home performance" without a 3 minute explanation, expect a deer in the headlights look. We've begun using "home energy improvement" with a 30 second explanation and most folks get it... eventually.

We are constantly looking for ways to improve communications with our clients; we can already communicate with our colleagues.

Home Energy Pros

Home Energy Pros was founded by the developers of Home Energy Saver Pro (sponsored by the U.S. Department of Energy,) and brought to you in partnership with Home Energy magazine.

Latest Activity

Christopher Morin's blog post was featured

5 Things New Energy Efficiency HVAC Contractors Need to Know

1. Do not sell on Price! Use 'Simple Payback'The price of High-efficient equipment will undoubtedly…See More
15 hours ago
Jim Gunshinan's blog post was featured
15 hours ago
Profile IconDan Liska and Rob Moreno joined Home Energy Pros
15 hours ago
Jim Gunshinan posted a blog post
18 hours ago
Kim Tanner commented on Diane Chojnowski's group Home Energy Pros on Twitter
"Follow The Energy Conservatory on Twitter! We'll follow…"
20 hours ago
Kim Tanner joined Diane Chojnowski's group
Thumbnail

Home Energy Pros on Twitter

We've created a twitter list of members of Home Energy Pros who tweet!See More
20 hours ago
Bud Poll replied to Kaushal Bharath Raju's discussion Affordability & Deep Energy Upgrade/Passive House Retrofit in Berkeley, California.
"Hi Kaushal, First step is to understand where you are in terms of energy costs.  If current…"
23 hours ago
Kaushal Bharath Raju posted a discussion

Affordability & Deep Energy Upgrade/Passive House Retrofit in Berkeley, California.

We have a small 1940s single level house (1005sqf) in Berkeley, California that is in need of a…See More
yesterday
Christopher Morin posted a blog post

5 Things New Energy Efficiency HVAC Contractors Need to Know

1. Do not sell on Price! Use 'Simple Payback'The price of High-efficient equipment will undoubtedly…See More
yesterday
David Eggleton commented on David Eggleton's group Considering Permaculture &/or Transition
"In August 2014, in Minnesota, there's another unprecedented opportunity to meet and mix with a…"
yesterday
Glen Gallo commented on Jim Gunshinan's blog post Energy Upgrade California—Up Close and Personal
"Nate, RE: Duct test On my own home and a rental I have tested more than once over the last many…"
yesterday
Profile Iconangela hines and Charles Goldman joined Home Energy Pros
yesterday

© 2014   Created by Lawrence Berkeley National Laboratory.

Badges  |  Report an Issue  |  Terms of Service