Trade allies are a key channel for delivering cost-effective program benefits to customers. They have a direct connection to the end-use customer and can influence energy efficiency perceptions and decisions. An engaged, equipped Trade Ally network can extend a program’s reach and help achieve program goals—from energy savings to customer satisfaction. Conversely, a disengaged or ill-equipped network can create a formidable barrier to program success. This paper presents lessons learned from DNV GL's years of managing trade ally networks along with the results of a nationwide survey to explore the high-level tactics that can impact trade ally behavior and influence participation rates in energy efficiency programs. It shows that programs may improve their engagement strategies by segmenting trade allies and developing tailored opportunities.
Influencing trade ally behavior