CUSTOMER SUCCESS:
Green Energy
Green Power Sales, Midwestern Region
Outcome
The entire goal for enrollment was attained in only three weeks’ time with over 50% of the energy sold at the 50% or higher participation level.
The Challenge
The objective of the project was to implement a direct sales campaign promoting the use of renewable energy as a percentage of customer's overall energy consumption. Because the energy source was Green Power, the cleanest form of energy available to customers, the sales effort centered around justifying the escalated cost of purchasing an environmentally friendly premium product.
The Solution
The structure of the green offer included an additional $0.02 per kilowatt per hour charge, offered at three individual percentage-of-use levels, which would be added directly to the customer's monthly bill:
25% Green Power - average monthly cost to consumer $3.25
50% Green Power - average monthly cost to consumer $6.50
100% Green Power - average monthly cost to consumer $13.00
This three-level offer gave customers the ability to choose the amount of participation they desired.
CustomerLink designed a “soft” sales approach, focusing on education to inform customers of the benefits to the environment of purchasing Green Power.
CustomerLink built the future benefits of renewable energy into the script to use as a sales tool, providing potential customers with a tangible way to measure the positive effects of their contributions. For example, representatives were able to tell customers electing to buy 100% of their annual energy in “Green Power” that the benefit in reduced emissions was equal to removing two cars from the road or planting three-quarters of an acre of trees. These facts gave customers the reassurance they needed that a measurable benefit would be created with their investment. Also, customers learned that their investment created more demand for “Green Power”, and would ultimately result in the propagation of more “Green Power” generation resources.
The Results
CustomerLink made 860 green energy sales in three weeks. The sales representatives made on average one sale every hour. The distribution of the different options was exemplary, half of the sales were for the more expensive “Green Power” options.
50% participated at the 25% level
25% participated at the 50% level
25% participated at the 100% level
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