Stephen Wilson - Energy Services

Understanding Trade Allies

Some trade allies dominate their market. They advertise extensively during their important sales season and command a growing fleet of trucks. These are important key allies. In many ways, they're the easiest contractor segment to talk to since their business interests can be very similar to the goals of a demand side energy program. They may be the most important trade ally segment from a market penetration standpoint, but they are not reflective of the entire group of home builders or HVAC contractors.

A Trade Ally Mix is Necessary for Success

Many utilities tend to develop programs based on a simple assumption that every trade ally in their service area wants to become "more successful." Who wouldn't want their own company to make more money? But for many trade allies, the terms "success" and "growth" are contradictory. A large segment of trade allies don't want to grow. They don't want to add more trucks, more crews, and more headaches. They've got their lives and business, just where they want them. A good energy program doesn't ignore this segment. It develops smaller elements that allow these professionals to participate in a way that makes sense for the contractor and the utility. There are many ways to create program "break-outs" that target high-impact niches that provide a strong contribution to program success. I like to create these "break outs" to assure greater particpation.