The New Sales and Marketing concepts for Chief Sustainability Officers.

1. Energy & Technology
A 2011 Story
Steve Munton
Sustainability Sales Professional
Who’s Leading Your
Green Team?

2. Client Goals of 2011
• To Get Better:
• E.g. Productive & Efficient
• To Make Financial Gains:
• Top Line Revenues / Profits
• To Become Greener:
• Reduce Impact on Planet
• To LEARN!

3. The Importance of GREEN:
Emissions Carbon Footprint
Nitric Oxides (Nox) Climate Refugees
Hydro Carbons (HC) Carbon Tax
SMART Grid Kyoto Protocol
Green House Gas (GHG) Global Warming
Renewables Fossil Fuel Price
Energy Independence Power Companies
National Security Foreign Dependence
* Energy Management
* Sustainability / Triple Bottom Line

4. Why Does Going Green Matter?
• Government regulations?
– EPA Regulation of CO2 – 2010
– Global Pressures –
• Cancun 2010 / Copenhagen 2009
• Environmental Refugees
• Tax Implications
– Cap & Trade H.R. 2454 / Mass & Cal
• Passed U.S. House / Thrives in Europe
• National Security
– Reduction of Oil Based Fossil Fuels
• Important to Consumers
– Microsoft, Google, Apple Etc.
• Other intangibles? Technology?

5. Who Agrees it’s Important?:
Chief SUSTAINABILITY Officers
DUPONT
AT&T
SAP
General Mills
Georgia Pacific
PGI
Google
Microsoft
Apple
Your
Organization?

6. 2011 Focus to Get Green!
Sustainability Initiative:
Financial Environmental
Bottom Line Bottom Line
Do Emotion & Perception
affect Consumer purchases?
3Ps Employee Health,
Retention & Safety
John Elkington – Cannibals With Forks

7. Do Your Acquisitions Pass the Test?
• The Financial Benefits:
– What is the financial incentive to acquire the item?
– What are the measurable gains?
• Cost Reduction, Productivity gains etc.
• The Environmental Benefits:
– What is the Environmental Impact of the item?
• Does it reduce the CO2 (Carbon Footprint of your org.)
• Any Employee Health & Wealth Benefit:
– Will the item enhance the people of the org?
• Help them achieve their goals?

8. How to Buy or Sell Green:
• Does the Consumer know how the Green
movement will affect his organization?
– Chances are they think Green will hurt it.
• What is the Consumer Doing Right?
– Enhance that. Lighting, HVAC, Industrial Chargers
• What is the Consumer Doing wrong?
– Unnecessary usage of energy at Peak times?
– Can they change the operation? Easy Implements?
• What does your Consumer Know & Not Know?

9. What is the Value of that Analysis?
• Once Consumer knows, they can Conserve.
ACT on Info!
– Motion Sensors in Aisles
– Recycling
– Use less Fossil Fuels
– Make Operational Decisions that can have great
dollar savings from this Knowledge.
– Reduce Carbon Footprint / Carbon Offsets / Tax

10. Become More Efficient!
• Make decisions that will save Money!
– High Efficiency Lighting
– HVAC Units
– Forklift Chargers
• Efficiency Returns are Better than Ever!
– Especially in Energy Expensive Environments
• California Massachusetts Nevada
• Illinois Florida Minnesota

11. Efficiency Side:
• Power Company Efficiency Programs.
– kWh Reduction Based. Use Less to do the Work
– Offering $$ per kWh reduced.
• Prescriptive Rebates exist for Light Bulbs. By kWh
• Custom Rebates for other items like Forklift Chargers
– Developing first Prescriptive Rebate for Forklift
Chargers in California.
• Mid to end 2011 Timeline
• To be paid by ITA Class Vehicle
– Most vehicles in given ITA Classes have similar size kWh
Battery.

12. Know When to Use What!
• Time of Use Utility Structures Changing.
– Smart Meters. CAISO Usage to Generation.
• Recharging Batteries Changes Dramatically
based on what time of day and season.
– On Peak / Summer Demand Cost / kWh.
– Off Peak / Winter Cost / kWh.

13. Knowing When to Use Energy!

14. Can You Contribute to the Green?
• Help Grid with Renewable Generation?
– Solar Panels, on Roof
– Windmill in Back Yard
– Elegant Controlled Back Up Units
– Be Part of the SOLUTION!

15. And Lastly:
• Participate in Active Demand Programs!
– Help the Power Company when they need it!

16. Translate to Incremental Revenue!
• Analyze the Customer:
– Identify the goals of the consumer and where
technology can be applied to operation to save.
• Understand where Conservation exists.
– Work with the organization to understand goals
and offer operational recommendations.
• Drive the Efficiency
– Help justify purchases with robust ROI’s.
– Find Utilities to Subsidize purchases with Rebates
• Equates to Millions of Dollars Sold, Saved and
Jobs created. Get to know Green!

17. Applying What’s Learned
Demand Better Technologies!

18. Real Technology in Action:
• Converting IC Forklifts to Electric Drives.
• Saved 30 % in Total Costs ($ 64,000) Annually Saved.
(Profits)
• Reduced Carbon Footprint by 280,000 lb CO2 Annually
(Planet)
• Removed Carbon Monoxide by 124,044 lb CO Annually
(People)
• Retrofitting Chargers to High Efficiency Units.
– Same rebates available as lighting from Utilities
• Saved 30 % in Energy Costs ($ 50,000) via Efficiency.
• Managing Recharge Times. Peak vs. Off Peak
– Utilities incent to charge at night. Demand Resp.
• $ 0.20 vs. $ 0.10 cents per kWh costs. ($ 52,000) Saved
All Case Studies based on 20 Units of 5,000 pound forklifts operating 2,000 hours / year (20) vehicle operation.

19. Now you know how to be Sustainable!
Go out and Demand:
• The Financial Benefits:
– What is the financial incentive to acquire the item?
– What are the measurable gains?
• Cost Reduction, Productivity gains etc.
• The Environmental Benefits:
– What is the Environmental Impact of the item?
• Does it reduce the CO2 (Carbon Footprint of your org.)
• Any Employee Health & Wealth Benefit:
– Will the item enhance the people of the org?
• Help them achieve their goals?

20. Who’s Leading your Green Team?
• A Top Public Speaker?
– To over 4,000 audience members since 2007.
• A Proven Sales Professional?
– Over a Decade of Front Line Sales Experience.
• An Metrics Measure Minded Manager?
– 3PL Operations Manager / Start Up / Consolidation
• An Electrical Engineer?
– Four Year Avionics / Electronics Technician F-14 Aircraft
• A Motivator & Leader?
– U.S. Navy Non Commissioned Officer. AT3 (AW)
• Educated?
– Graduate Education, Research & Writing Specialist.
• Perfect Balance of Sales, Speaker & Technical

21. Steve Munton
Who’s Leading Your Green Team?