Selling your sol

At almost every solar energy conference there is a session called Marketing Solar. Most of these had nothing to do with what the rest of the business world calls marketing. For example, at a conference last year, the Marketing Solar session was a series of presentations about demo projects. Most solar energy people are still talking about payback. While it is nice to be able to claim that something will save you money that is only one reason people are interested in or buy a certain product. And it's not the number one reason. Time after time marketing experts will show you surveys of customers where price was not the top consideration at all. People do not buy luxury automobiles because they are cheap. They don't buy hot tubs for payback. What does it take to get someone to buy a solar energy system. To what do you have to appeal? What techniques make a sale? The author discusses the answers to these questions based on his experience