Participants have the opportunity to apply customer survey skills using case study and role modeling exercises. Participants will develop skills necessary for key account management, including listening, negotiating, using marketing tools, presentation skills and record keeping. This course also provides an overview of common end-use applications in the commercial market, including space conditioning, water heating, lighting, refrigeration, cooking, security systems, and power quality issues. This course provides an overview of utility marketing for industrial customers, with an emphasis on energy-related decision making by industrial customers, industrial processes, and market segmentation. Information on the different classes of industrial customers and the linkages between SIC codes and industrial processes provide utility employees with valuable insights on how to tailor marketing plans for this key group.
Participants also learn how to measure the success of an industrial marketing program.
This course focuses on residential customers and why it is important to specifically market to this group. Participants in this one-day seminar learn techniques of effective salesmanship and the basic principles of quality service. Topics include identifying and analyzing customer needs, winning customer confidence, strengthening trust, and maximizing results in customer value-added services. The course emphasizes the philosophy of customer-centered sales without using pressure or manipulation. Participants gain knowledge and skills to conduct marketing efforts at their utilities.