Overview

In 2002, the US Department of Energy, in cooperation with the Massachusetts GasNetworks group of utilities, contracted with APT to develop and run a pilot to study the effect of window retailer training. Many states and counties have a jumble of building codes that are often silent on energy efficiency of windows in new residential construction, and particularly replacement residential windows. While Massachusetts’ building code specifies U Factor of .35 (ENERGY STAR level), replacement windows are un regulated and represents a huge opportunity for savings.

The Pilot focused on training window retailers to understand their customer’s decision process, and how to translate ENERGY STAR and the NFRC ratings into benefits for customers.  Utilizing APT’s Energized Sales Training methodology, it was found that many more customers could be converted to higher priced, higher value ENERGY STAR Windows.

Program Implementation

The Workshops comprise two distinct training modules. First, the ENERGY STAR module covers ENERGY STAR overall and then drills down to understanding the ENERGY STAR Windows rating system, what makes a window energy efficient, understanding the NFRC rating label (U-Factor, SHGC, VT, AL) and how these translate into customer benefits. This also covers Federal Tax Credits and any rebates offered in the state.  The second module is based upon APT’s successful Energized Sales Training component. In this fun and interactive workshop, trainees are taught how to identify the four specific personality types in customers (and themselves), and tailor their selling technique to deliver the ENERGY STAR benefits in a way appropriate to each type.  A fascinating and hugely successful communication technique that helps to ensure that the customer is getting the information they need to make an informed choice.

Retailers have reported up to 20% increase in their ENERGY STAR product sales and improved customer retention.

Summary of Results

To date, the Program has held 22 training workshops in MA, NJ, MD, DE, PA and KY. Over 200 retail, distribution and manufacturering companies have attended with over 700 individuals being trained. These include from Big Box to small independants. While no long term sales data was able to be collected, reports of 20+% increase in ENERGY STAR Windows sales have been reported as well as a stocking shift toward ENERGY STAR Windows. Furthermore, 90% of trainees report Very Good to Excellent in their evaluation of the Workshop value, usefulness and information.