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Selling Consumers on Advanced Technology: Tools for Builders

Selling Consumers on Advanced Technology: Tools for Builders. Bill Asdal Asdal Builders, llc Chester, NJ Bill@AsdalCompanies.com. Objectives: Attendees will. understand the component parts of a decision be able to identify decision criteria

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Selling Consumers on Advanced Technology: Tools for Builders

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  1. Selling Consumers on Advanced Technology: Tools for Builders Bill Asdal Asdal Builders, llc Chester, NJ Bill@AsdalCompanies.com

  2. Objectives: Attendees will • understand the component parts of a decision • be able to identify decision criteria • be able to evaluate the impact of their contribution to a buyers decision • will have access to a decision tool for understanding the value of technology to your customer

  3. Making a decision is a process…what are the components

  4. Understanding the decision process Input Variables • Criteria • Weighting • Scoring Lists Ponder

  5. Consumer Criteria • A collaborative discovery: • First cost • Life cycle cost • Social responsibility • Contractor pressure • Warranty • Peer pressure

  6. Consumer weighting • A collaborative discovery: • First cost 200% • Life cycle cost 150% • Social responsibility 130% • Contractor pressure 180% • Warranty 140% • Peer pressure 120% Consumer Scoring

  7. Sample Decision tool

  8. Criteria Evaluation of Prospective UpgradesReturn on Investment / years of payback

  9. Peer pressure : NOW what does the scoring look like? The Site – Lebanon, NJ February 2002 July 2004

  10. Peer Pressure Weighted Criteria Beyond Financial Return ~ An alternate decision process : FUZZY LOGIC !

  11. Statusof theTechnologies Photovoltaics Solar Thermal Small Wind Status Commercial Demo Commercial Installed Cost $ 8 / Watt $ 10 / Watt $ 3.20 / Watt Payback Period 30 Years 30+ Years 15 Years Cost Potential $ 3 in 2010 ? $ 1.50 in 2010 Southwest Typical Site Suburban Rural Available Resources Poor - Good Poor - Good Poor - Great Clean Distributed GenerationRenewables for Homes, Farms, and Businesses

  12. Scaled curves: where are the breakpoints for consumers?

  13. Creating a value proposition for your work / product that “outscores” the competition A tool to help consumers understand what is driving their decisions and help builders and the supply chain address the decision process for acceptance. Positioning your product to be “SOLD”

  14. Thank Youfor your attention Further information: Bill@asdalcompanies.com

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