Module 6 - EDGE V3 Technical Online Workshop PDF

Dror Karni Module 6 - EDGE V3 Technical Online Workshop Module 6 of the EDGE Technical Online Workshop covers the following topics: Selling EDGE in the Market EDGE Exam Resources and Tips Conclusion 6.1 S ELLING EDGE IN THE MAR KET Introduction The Consultative App...

Dror Karni Module 6 - EDGE V3 Technical Online Workshop Module 6 of the EDGE Technical Online Workshop covers the following topics: Selling EDGE in the Market EDGE Exam Resources and Tips Conclusion 6.1 S ELLING EDGE IN THE MAR KET Introduction The Consultative Approach Sales Resources 6.2 EDGE EXAM R ES OUR C ES AND TIPS EDGE Exam Resources and Tips 6.3 C ONC LUS ION Feedback Next Steps DOWNLOAD PDF OF MODULE 6 C ONTENT DOWNLOAD PDF OF MODULE 6 CONTENT Lesson 1 of 7 Introduction Dror Karni  BONUS CONTENT! If you are a design or construction industry professional and you plan to sell EDGE to clients in the market (or even just inside your own organization), you will find this section very valuable. And even if you aren't, we still believe you'll gain some useful knowledge in this section that you can apply in the future. CO N T IN U E Pretend for a moment that you are a salesperson at an Apple Store. A customer walks into your store. You want to sell them the iPhone 14 Pro...  iPhone 14 Pro iPhone 14 Pro. Capture incredible detail with a 48MP Main camera. Experience iPhone in a whole new way with Dynamic Island and Always-On display. And get peace of mind with groundbreaking safety features. 6.1-inch Super Retina XDR display featuring Always-On and ProMotion Dynamic Island, a magical new way to interact with iPhone 48MP Main camera for up to 4x greater resolution Cinematic mode now in 4K Dolby Vision up to 30 fps Action mode for smooth, steady, handheld videos Vital safety features—Emergency SOS via satellite and Crash Detection All-day battery life and up to 23 hours of video playback A16 Bionic, the ultimate smartphone chip Superfast 5G cellular Industry-leading durability features with Ceramic Shield and water resistance iOS 16 offers even more ways to personalize, communicate, and share What would you say to the customer to sell the iPhone? Type your answer here SUBMIT  CO N T IN U E If you are like most students of this workshop, you likely described the features of the iPhone. But this was a bit of a trick question… This exercise was meant to illustrate the importance of discovering your customer’s needs before launching into a sales speech. What if the customer had just bought a new phone yesterday? What if the customer needs a much bigger screen? What if the customer came to the Apple Store in order to buy a new laptop? Even seasoned salespeople can fall into this trap where they focus on the features of their product or service rather than how that product or service can solve problems for their client. Discover your customer’s needs BEFORE starting your sales pitch. Lesson 2 of 7 The Consultative Approach Dror Karni We strongly recommend that you use headphones for the best experience. THE CONSULTATIVE APPROACH It’s about the client, not your product. KEY SALES TARGETS FOR EDGE Developers and owners that are new to sustainable buildings. Homes Retail Hotels Offices Hospitals Education THE CONSULTATIVE APPROACH 1. Do your research – know the market and know the product 1. Do your research THE CONSULTATIVE APPROACH 1. Do your research – know the market and know the product 1. 2. Discover your clients’ needs Do your through questions and analysis research 2. Identify client needs Ask deep questions. Listening is more important than talking. SAMPLE DEEP QUESTIONS Who are your customers and how would you describe them? Are there other ways that you provide a better product (or better customer service) than your competitors? Do you offer your customers something unique in the market? What is it? Do you feel your brand is viewed as environmentally sustainable by your customers? How do you know? What would you say is your competitive advantage? Does this advantage distinguish you from the competition – or do you need something more? How will your company change to remain competitive in the future?  You Gautami Palanki EDGE Expert Residential Developer Delhi, India  CO N T IN U E CO N T IN U E How important is each objective to Gautami, the residential developer? MOST Important Objectives  Commanding a higher sales Selling homes quickly price from buyers Realizing brand recognition, publics relations, and community benefits Important or Neutral Objectives Lowering on-going operating Protecting the planet costs CO N T IN U E The most important objectives for Gautami are selling the homes quickly, commanding a higher sales prices from buyers and realizing brand recognition benefits. Following these, lowering on- going operating costs and protecting the planet are also important. While Gautami won’t see a direct benefit by lowering operating costs since she will be selling these homes, it will definitely help in attracting prospective buyers that seek to lower their own on-going operating costs. And protecting the planet is the right thing to do. CO N T IN U E THE CONSULTATIVE APPROACH 1. Do your research – know the market and know the product 4. 1. 2. Discover your clients’ needs Let the Do your through questions and analysis client research decide 3. Demonstrate how EDGE can address those needs 2. 3. Educate Identify the client client needs Refer often to client’s main points. Demonstrate the EDGE Software. Be prepared to overcome objections.  CO N T IN U E "My customers are not asking for green buildings." Gautami Palanki, Residential Developer What would you say to overcome this objection? Type your answer here SUBMIT CO N T IN U E Here are some strategies you can use to help overcome this type of objection. The most important way to respond to this type of objection is to ask: “How do you know this?” Listen to what the client has to say, then remind them of how they can create awareness by marketing the value of green buildings to their customers, which gives them a competitive advantage and positions them as innovative. Even if their customers aren’t asking for green buildings now, it is only a matter of time before they do. Mention that green buildings could open up an entirely new market for the company. And finally, show how having an EDGE Certificate that lists the actual certified homes allows the developer to educate prospective home buyers. This, in turn, may enable the developer to get a higher sales price since the potential home buyer will know they will save on their on-going utility bills. CO N T IN U E Communicate value before price.  CO N T IN U E "Why should I pay more to build a green building and then pay even more to certify it?" Gautami Palanki, Residential Developer What would you say to overcome this objection? Type your answer here SUBMIT CO N T IN U E Here are some strategies you can use to help overcome this type of objection. 1. Use the EDGE App with the client. Don’t be afraid to ask the client if they have a moment for you to show them how they can design a green building that costs less than an ordinary  building where those savings can be applied towards the cost of certification. This may be even more compelling with clients that intend to own and operate the building, such as Alejandro Ramirez, the Hotel Panama owner. He was willing to invest a bit more up front in order to reduce his hotel's on-going utility bills. 2. Show a sample EDGE Certificate. Certification rewards developers by providing a stamp of approval that makes the green quality of the building tangible to their customers. 3. Take a moment to clarify how a green building may cost around 2% more to build, but the operational value can be marketed to prospective buyers. This works for speculative developers. 4. Provide a few compelling statistics: a. New green homes in the US sell at an 8-9% premium and sell nearly twice as fast on average. b. Green buildings in the UK command a rental premium that is 28% higher and a selling price that is 26% higher. c. Green commercial properties have a 17% higher rental premium, up to a 23% higher occupancy rate, and up to a 30% higher selling price. CO N T IN U E EDGE AND OTHER RATING SYSTEMS ▪ There is no need to compare and contrast EDGE with other rating systems ▪ Each rating system has its own value proposition designed to meet different needs in the market ▪ Discuss EDGE’s unique attributes and benefits ▪ Highlight the investment planning angle – how EDGE can quickly calculate ROI for your green building strategies ▪ Use the EDGE sales presentation ▪ Suggest the client demonstrate leadership by earning multiple certifications THE CONSULTATIVE APPROACH 1. Do your research – know the market and know the product 4. 1. 2. Discover your clients’ needs Let the Do your through questions and analysis client research decide 3. Demonstrate how EDGE can address those needs 2. 3. 4. Let the client come to the decision Identify Educate client on his/her own – a more powerful the client needs form of acceptance Be ready with next steps. Increase client commitment. Retain clients with excellent service. Ask for referrals. Lesson 3 of 7 Sales Resources Dror Karni We have many sales resources available to help you demonstrate how EDGE addresses your clients' needs. Use these resources as needed to address a client’s needs and to show how EDGE provides a solution to the challenges they face. EDGE App Give a demonstration of the EDGE App if you have wifi access. Remember, don't focus too much on the technical side of EDGE. Instead, speak to the business angle, show how you can use EDGE as an investment planning tool, how easy it is to save, share, and download projects, and how practical it would be to certify a future portfolio. EDGE Certificate Sample Show developers and owners how they can use an EDGE certificate to show potential home buyers and renters their predicted utility savings. GBCI EDGE Brochures PDF brochures are available in several languages. IFC has brochures in a few additional languages available at edgebuildings.com. GBCI EDGE Sales PowerPoints PowerPoints are available in several languages. GBCI EDGE Project Case Studies Download printable one-page PDF case studies for a sample of projects awarded final EDGE certification by GBCI. Find a similar building type or even a competitor that has achieved EDGE certification to show to your potential client. Additional project studies may be found at edgebuildings.com. GBCI’s Introduction to EDGE Online Course Free 30-minute “Introduction to EDGE” courses are available in multiple languages. The courses include a brief demonstration of the EDGE software and provide details on how to register and certify an EDGE project with GBCI. Promotional Videos Using the EDGE Web-based software is fast, easy and free (4:30) - also available with Portuguese sub-titles Build a Better World with EDGE (4:13) Building a Brighter Tomorrow (1:10) IFC's EDGE YouTube channel has additional useful video resources. GBCI Certification Be ready with next steps. Visit edge.gbci.org for up-to-date information on how to register and certify your building, including pricing. IFC's edgebuildings.com website Additional sales resources may be found online at edgebuildings.com by hovering over the "Academy" header. Click the "+" icons below to learn more about these resources.     Brand Assets Guidelines EDGE Brand Book & Style Guide provides comprehensive guidance on visuals and messaging that support the EDGE brand Guidelines for real estate developers who wish to use the EDGE trademark in association with their certified properties Guidelines for EDGE Experts and EDGE Auditors who wish to use the EDGE trademark in association with their professional services Brochures Available in multiple languages Some country-specific brochures are also available, such as for Mexico, Vietnam, and India   Marketing Toolkit Your clients may be interested to know how other developers and owners are promoting their EDGE certification achievements. The Marketing Toolkit lists more than a dozen ways to promote EDGE certified projects, with actual examples of how to do so. Lesson 4 of 7 EDGE Exam Resources and Tips Dror Karni  BONUS CONTENT! You should closely study this lesson if you are planning to take the EDGE Exam. You may skip this lesson if you aren't planning to take the EDGE Exam. CO N T IN U E If you are taking this course, you likely want to earn your EDGE Expert credential. What is an EDGE Expert? – An EDGE Expert is a professional that helps a developer, owner, and larger project team understand the EDGE standard, software and certification system. The scope of the EDGE Expert’s work includes advice on green design and assistance with preparation of an application for EDGE certification. How do I become an EDGE Expert? – LEED APs are prequalified. If you are not a LEED AP, you must have a higher education qualification in a construction industry related field OR three (3) years of experience working in the construction industry (as a skilled professional or tradesperson) and a higher education qualification (not necessarily in a construction industry related field). Professionals that meet the eligibility requirements must complete this EDGE Technical Workshop and successfully pass the EDGE Exam in order to be considered an EDGE Expert. What are the benefits of being an EDGE Expert? – As an EDGE Expert, you will be seen by developers and owners as a trusted resource and advisor on EDGE certification. You can market your understanding of the EDGE software to potential developers, which will inspire confidence that their project can achieve certification with your knowledge, insights and support. This will allow you to develop new skills to stay competitive in the market, enabling you to expand your business and services and attract new customers. As an EDGE Expert, you will also influence best practices in bio-climatic design and make a positive impact by helping to create more resource-efficient buildings. CO N T IN U E To earn your EDGE Expert credential you must: 1) Complete this workshop 2) Pass the EDGE Exam CO N T IN U E 1 Complete this workshop CO N T IN U E To complete this workshop…. Complete & upload your EDGE App WORKSHOP Pass the quiz Practical COMPLETE Exercise results 2 weeks Email from IFC  Add [email protected] to your contacts so that this email does not get sent to your spam folder ✓ Handbook with detailed exam information ✓ How to schedule your EDGE Exam ✓ Your unique exam eligibility id number Email from IFC Which of the following must occur before you are able to schedule your EDGE Exam? (Select all that apply) Complete & upload your EDGE App Practical Exercise results Pass the workshop quiz After workshop completion, wait up to 2 weeks to receive an email from IFC with your Exam Eligibility ID SUBMIT CO N T IN U E 2 Pass the EDGE Exam The EDGE Exam is administered by Prometric (a third-party testing center) and currently costs $100 USD. A complete list of test center locations may be found at http://www.prometric.com/edge. Where can I take the EDGE You may also take the EDGE Exam Exam? from the comfort of your home or office as long as your workspace and computer meet Prometric's requirements. The EDGE Exam should be taken within 2 months of How long do I have to take receiving your eligibility email the EDGE Exam after I from IFC. Please contact IFC at complete this workshop? [email protected] to request an extension.  You may retake the EDGE Exam once more within two months of your first attempt. Retaken Can I retake the EDGE exams will be different from Exam if I do not pass the the original EDGE Exam. Each first time? exam attempt will cost $100 (paid to Prometric). If you do not pass the exam within the specified time period you will have to retake the training. The EDGE Exam is administered via computer and consists of 75 multiple-choice questions (Pass: > 70%) with a 2.5 hour limit. All exams are closed-book. The exam is available in multiple languages. EDGE Exam Content  EDGE Software Roles & Responsibilities EDGE Certification Process Gen. Info. on Green Buildings EDGE Standard Local Market Conditions CO N T IN U E Preparing for the EDGE Exam Please note that no EDGE Experts training will be able to cover 100% of the content that may be on the EDGE Exam. While GBCI has added a significant amount of additional content to our Workshop (beyond the materials you will receive at any other EDGE Expert training), you must still carefully review additional documents and studiously prepare to take the EDGE Exam. 1) Study EDGE documentation – Make sure you carefully review all of the following materials:  PDFs of this workshop's content Training Materials EDGE Methodology Report Methodology EDGE Embodied Energy in Materials Methodology EDGE User Guide V3 EDGE Materials Reference Guide User Guides Projects and Subprojects Guide Portfolio Certification Guide Licensing Protocol for EDGE Experts Licensing Protocol for EDGE Auditors Licensing Protocol for EDGE Faculty Protocols EDGE Certification Protocol EDGE Governance Protocol EDGE Protocol Glossary of Terms EDGE FAQs 2) Practice with the EDGE App – Practice using the EDGE App. Be sure to use the calculators for U-Value, AASF, and WWR. 3) Review study tips – Check out our tips on how to pass the EDGE Exam on your first try from past test takers. 4) Try sample exam questions – Test your knowledge with these sample exam questions. 5) Take the EDGE Practice Exam – Take the official EDGE Practice Exam via Prometric ($30 USD).  I U N D E R S TAN D I W IL L N E E D T O CAR E F U L LY P R E PAR E T O TAKE T H E E D GE E X AM Download the "Candidate Information Bulletin" for more information on the EDGE Exam, available at http://www.prometric.com/edge. Please contact [email protected] with any questions about the EDGE Exam or if you have any issues with Prometric. Lesson 5 of 7 Feedback Dror Karni Before concluding this workshop, we ask for your feedback to help GBCI & IFC better understand your motivations for taking this training and how we can continue to improve our training for future students. Lesson 6 of 7 Next Steps Dror Karni CO N T IN U E Contact GBCI Contact IFC [email protected] [email protected] EDGE Software and underlying data – Bug reporting This course – Feedback – Requests for localization updates Registration and certification – Additional measures, materials, cities, building typologies, etc. Project-specific technical questions User Guides, Methodology Report, and other EDGE resource feedback Auditor process EDGE Exam EDGE Experts Program Who should you email if you have questions about the EDGE Exam or EDGE Experts program? Type your answer here SUBMIT P l e a se a c k now l e d g e t ha t y ou und e r st a nd t ha t y ou m ust suc c e ssf ul l y pa ss t he w or k shop qui z i n or d e r t o b e e l i g i b l e t o t a k e t he E D GE E x a m. You've completed Module 6! Be sure to take the workshop quiz now by clicking the "Take the quiz" button at the top of the course webpage.