Learning to Play Well with Others: Obtaining Shipment and Sales Data through Long-Term Relationships with Manufacturers

Shel Feldman, Shel Feldman Management Consulting
Dorothy Conant, Independent
Elizabeth Titus, Northeast Energy Efficiency Partnerships, Inc.
Susan Oman, Betty Tolkin, and Lynn Hoefgen, Nexus Market Research, Inc.

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Abstract

Working with key market actors has been crucial to the energy efficiency industry for purposes of encouraging technical improvements, training retailers, and promoting qualifying products. This paper discusses how working with key market actors can also help address another strategic objective: providing evidence—required by policy makers and funding agencies—that programs are increasing sales of energy-efficient products beyond what would be expected from market forces alone. The paper focuses on lessons learned in seeking to obtain market penetration data from manufacturers through their trade associations. Although these lessons may seem obvious in retrospect, learning them has involved years of effort and some missteps. These are lessons we learned as children about how to play well with others, essentially involving respect, listening, and trust.