Solar
Marketing and Sales
Business Growth

Marketing Mastery Masterclass - Self Study

by Keith Cronin • Last updated 02/2021

4.4/5 (view ratings)
12 students
7 modules
05:51 hours
96 assignments

Course description

It’s 2022. You want more business. Better qualified clients. Attract the right people to your orbit. Make a lot more money. Have the business run on autopilot.

Good news: For our 10th anniversary working together with HeatSpring, we are offering you something special.

A complete marketing course with you in mind.

Here is an overview of the course and something special just for you.

It is a 6-module intensive course. We will go over marketing basics to advanced strategies.

  • Identifying who your ideal client is and messaging them before they need your services
  • Look deep into what they are thinking about before they decide to buy from you or anyone
  • How storytelling is the most effective way to capture the attention of your audience so price isn’t the only motivating factor in their decision to do business with you
  • How journalism and your marketing strategies are connected to your clients’ expectations.
  • What copywriting is and how to use it effectively to attract clients to your offerings
  • How Google uses 4 words in their marketing and how you can use their multi-billion-dollar strategy for your goals.
  • Why creating an email marketing campaign for the whole year makes you the trusted advisor and builds a strong relationship with your audience. You’ll learn how to write simple and effective emails that can be automated.
  • How to get testimonials from your clients; when they say your great, it builds on your credibility and builds trust without you saying anything
  • Recruiting, hiring and ad writing- anyone looking to grow their business needs to be able to interview well, screen applicants and also write a compelling ad to get them to come to you in the first place. Time to learn how.
  • Why a marketing calendar is essential and how to campaign throughout the year to have consistent business and cash flow.
  • O&M strategies to keep your client acquisition costs down and work consistently flowing during the whole year.
  • Exit Strategy- I'll go into how to look at either exiting your business or finding someone to run the operations of the business so you can focus on long term goals for yourself and your family.

  • Bonus: Module 7- A flat rate price book to create proposals on demand for your clients.

Focus towards areas that provide a better return of your time and money. Things that are going really well, we will enhance and work on a strategy to bring in more success for you in 2021!

Ready To Sign Up Today? Click Here to Enroll

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Check out a free preview of the course by clicking the button below. This is a live assignment from the course and will give you a good sense for what the course will be like.

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Full course outline

Welcome - Orientation Materials

This is a self-study on demand course. This course is self-paced, so you don’t need to be logged in at any specific time. You can get started immediately after you enroll and the course materials will remain in your account with minimum guaranteed access for 12 months (1 year) after enrollment.

  • How to Get More Clients, Team Members And Profits for Your Solar Business (49:39 minutes) Preview
  • How To Make Time For All The Assignments (01:22 minutes)
  • Time Management - Video 1 (04:48 minutes)
  • Time Management - Video 2 (04:57 minutes)
  • Time Management - Video 3 (04:08 minutes)
  • Time Management - Video 4 (04:01 minutes)
  • Time Management - PDF (.pdf)
Module 1 - Who is Your Client? The Buyers Journey

This week will get you focused on thinking about your clients in new ways. As Joseph Campbell coined the phrase - "The Hero's Journey", let's walk through how a buyer goes through the process of interest to decision to work with you. It can be said that everything your client does or doesn't do, revolves around a story (same for you as well). If you want to know what is driving their behavior (and yours), watch this series.

  • Who Is Your Client (55 seconds)
  • The Buyers Journey - Download (.pdf)
  • The Buyers Journey - Download # 2 (.pdf)
  • The Buyers Journey - Introduction (46 seconds)
  • The Buyers Journey - Video 1 (05:03 minutes)
  • The Buyers Journey - Video 2 (04:04 minutes)
  • The Buyers Journey - Video 3 (04:50 minutes)
  • The Buyers Journey - Video 4 (04:53 minutes)
  • The Buyers Journey - Video 5 (03:51 minutes)
  • The Buyers Journey - Video 6 (02:36 minutes)
Module 2 - Copywriting, Google, Testimonials

Copywriting is distilled down to person to person communication. Let's see how this works in things you purchase and why it is so powerful to speak to one person and not everyone. Google are the masters of communication. In all their might, is simplicity. Learn how they talk to you in subtle, yet powerful ways. Testimonials - Why are they important? Today if you have a smart phone, its never been easier. And here's why.

  • Copywriting- Introduction (51 seconds)
  • Copywriting- Download (.pdf)
  • Copywriting Framework- Download # 2 (.pdf)
  • Copywriting- Download - Overview (.pdf)
  • Copywriting- Video - 1 (04:59 minutes)
  • Copywriting- Video - 2 (04:49 minutes)
  • Copywriting- Video - 3 (04:30 minutes)
  • Copywriting- Video - 4 (03:57 minutes)
  • Copywriting- Video - 5 (04:28 minutes)
  • Copywriting - Video 6 (04:01 minutes)
  • Google- Introduction (43 seconds)
  • Google- Download (.pdf)
  • Google- Video - 1- WWHN (07:00 minutes)
  • Testimonials- Introduction (46 seconds) Preview
  • Testimonials- Download (.docx)
  • Testimonials- Video - 1 (07:01 minutes)
Module 3 - Your Team, Recruiting & Hiring

As we look at the second pillar of your goals, after your clients, is your team. This section will look at finding the best, leading them and making leaders out of them. How to attract the right person for the role? Often it comes down to what you say and how you say it.

  • Recruiting- Introduction (55 seconds)
  • How To Hire - Download (.pdf)
  • The Hiring Guide- Video - 1 (04:16 minutes)
  • The Hiring Guide- Video - 2 (04:33 minutes)
  • The Hiring Guide- Video - 3 (04:14 minutes)
  • The Hiring Guide- Video - 4 (04:14 minutes)
  • The Hiring Guide- Video - 5 (04:20 minutes)
  • The Hiring Guide- Video - 6 (04:41 minutes)
  • The Hiring Guide- Video - 7 (05:06 minutes)
  • The Hiring Guide- Video - 8 (05:03 minutes)
  • The Hiring Guide- Video - 9 (04:33 minutes)
  • The Hiring Guide- Video - 10 (03:31 minutes)
  • The Hiring Guide- Video - 11 (03:30 minutes)
Module 4 - Systems For Business

One of the most challenging things about any business is creating systems. Things that are stuck in someone's mind that they do every day, often without thinking about them. They become habits. Unfortunately, when companies hire new people to take over a role, they have to constantly ask the original person (often the owner of a company in the early days) what to do. Wouldn't it be better to have a detailed process template to refer to? Here it is!

  • Customer Service (.docx)
  • Client Service - Video 1 (04:11 minutes) Preview
  • Client Service - Video 2 (04:14 minutes)
  • Client Service - Video 3 (03:34 minutes)
  • Client Service - Video 4 (04:00 minutes)
  • Client Service - Video 5 (03:59 minutes)
  • Client Service - Video 6 (04:13 minutes)
  • Client Service - Video 7 (04:55 minutes)
  • Client Service - Video 8 (03:24 minutes)
  • Client Service - Video 9 (02:57 minutes)
Module 5 - Ad Writing

In order to attract the right people to our organization, we need to write compelling ads. This module walks you through ad writing.

  • Ad Writing- Introduction (54 seconds)
  • Ad Writing- Download (.docx)
  • Ad Writing- Download # 2 - CAFA (.pdf)
  • Ad Writing- Video - 1 (06:59 minutes)
  • Ad Writing- Video - 2 (06:53 minutes)
  • Ad Writing- Video - 3 (09:20 minutes)
Module 6 - Storytelling and Journalism

Since we were first able to read or be read to by our parents or siblings, storytelling has captured our imagination. This has expanded to novels, movies and all forms of communication. It is a must for making an emotional connection to your audience. We also see this in journalism in the print media and in the news.

  • Storytelling - Introduction (53 seconds)
  • Storytelling - Video - 1 (05:06 minutes)
  • Storytelling - Video - 2 (05:43 minutes)
  • Storytelling - Framework- Download (.pdf)
  • Journalism- Video - 1 (05:02 minutes)
  • Journalism- Video - 2 (05:18 minutes)
  • Journalism- Video - 3 (05:06 minutes)
  • Journalism- Video - 4 (04:17 minutes)
  • Journalism- Download (.pdf)
  • Marketing Calendar- Introduction (44 seconds)
  • Marketing Calendar- Video - 1 (03:40 minutes)
  • Marketing Calendar- Video - 2 (04:25 minutes)
  • Marketing Calendar- Download (.xlsm)
Module 7 - Bonus Module: Flat Rate Pricing, Customer Acquisition Costs, Sales Strategies

Eat at a restaurant- do they charge by the hour? How about when you buy a refrigerator? Let us show you how you can FRP in your business. Customer Acquisition Costs - As the industry has known, this number is excruciatingly high. How can we bring it down? This lesson will offer some insights. Sales Strategies - While every company has different strategies for O&M, here are a few ways to approach it.

  • Flat Rate Pricing- Introduction (45 seconds) Preview
  • Flat Rate Pricing- Download (.xls)
  • Flat Rate Pricing- Video - 1 (03:40 minutes)
  • Flat Rate Pricing- Video - 2 (03:23 minutes)
  • Flat Rate Pricing- Video - 3 (03:43 minutes)
  • Customer Acquisition Costs- Introduction (43 seconds)
  • Customer Acquisition Costs- Guidelines (05:22 minutes)
  • Sales Strategies - Overview (06:58 minutes)
Conclusion - Feedback and Additional Resources

This is our last module but you still have access to the all of course materials for 12 months (1 year), so keep working and you'll be able to complete the course at your own pace. After your year of access expires you can optionally extend access with a HeatSpring Membership. Enjoy the course and keep in touch!

  • Exit Strategy- Introduction (01:40 minutes)
  • Exit Strategy- Introduction- Part 2 (01:48 minutes)
  • Exit Strategy- Download (.pdf)
  • Exit Strategy- Checklist - Download (.pdf)
  • Exit Strategy- Video - 1 (04:30 minutes)
  • Exit Strategy- Video - 2 (05:17 minutes)
  • Exit Strategy- Video - 3 (05:01 minutes)
  • Exit Strategy- Video - 4 (05:06 minutes)
  • Exit Strategy- Video - 5 (06:02 minutes)
  • Closing Thoughts (01:35 minutes)
  • O&M Strategies - What should you offer? (07:59 minutes)
  • Feedback: 2-minute Exit Survey
  • Certificate of Completion: Request a Certificate

Author

Keith Cronin

SunHedge LLC

Keith Cronin is an in-demand business consultant. He has helped solar companies achieve their goals through his perspective, recruiting, coaching sessions and products. After his company was acquired by SunEdison, he decided to help people and serve others in Hawaii and across the globe. After his tenure with SunEdison, he founded SunHedge. SunHedge assists small...Learn more

Ratings

4.4
4 reviews

12 students have taken this course

by Zoltan Szasz, VP Technical Sales, Bahamas Energy & Solar Supplies 09/30/2020

As I'm entering the global labor market, I learned about ideas and analytical approaches in many areas of business strategies that I can use the world over.

by Michelle G 05/13/2019

by Rafael G 04/23/2021

by Ali G 03/18/2021

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Frequently asked questions

How does this course work?

You can begin this online course instantly upon enrollment. This 7 module course is delivered entirely online. This is a self-study, self-paced course and you can set your own schedule to complete the materials. You can begin the lecture videos and other course materials as soon as you enroll. After successfully completing the course, you will be able to generate a certificate of completion.

How long do I have access to the materials?

Students get unlimited access to the course materials as soon as they enroll and for one year (365 days) after enrollment. Rewatch videos and review assignments as many times as you want. View updates the instructor makes to the course as the industry advances. Return to your course anytime with online access from anywhere in the world. After the one year of access expires, access can be extended by joining as a HeatSpring member. A single membership extends access to course materials for all past enrollments.

Is there a certificate of completion?

Yes, when you complete this course you are eligible for a certificate of completion from HeatSpring. You can download your certificate as soon as you have completed all of the course requirements. Students can easily share their verified certificates on their LinkedIn profiles using our LinkedIn integration.

Can I register multiple people?

Yes please visit our HeatSpring for Groups page to get a group discount.

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