PERC Webinar- Kohler Generators and Dealer Opportunities for

PERC WebinarKohler Generators and Dealer
Opportunities for LPG
Providers
March 21, 2013
Propane Generators and Kohler
Table of Contents
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What is a standby generator?
How it works
Kohler’s history in the market
Category awareness, outages, need for back
up power solutions, and basic installation
Products offering
Marketing the category
Additional revenue opportunities
How to get started as a dealer
What is a standby generator?
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Appliance that automatically
supplies electricity when
utility power fails
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Provides peace of mind-protects
whether home or away
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Hassel free – no extension cords,
no messy gasoline
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Operates on LPG or natural gas and
wires into home or building’s main
distribution panel via an automatic
transfer switch (ATS)
How it Works
• System monitors incoming utility voltage
• When utility power is interrupted,
the generator is signaled to start
• The automatic transfer switch then safely
closes off the utility line and simultaneously
opens the line from the generator
• Within 10 seconds the home standby system
begins supplying electricity to the home or
building’s electrical panel. The system
continues to monitor utility line conditions.
• When utility voltage returns at a steady state
the systems re-transfers the electrical load
back to the utility line and sends a signal to the
generator to shut down. The generator is then
returned to standby mode, ready for the next
power outage.
• Generator performs a weekly diagnostic test
for 20 minutes under no load.
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Kohler’s History in the Market
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Invented the Automatic Standby Generator
market in 1920 with the Kohler Automatic
Power and Light system
– Replaced previous battery charging
systems found in rural areas with a
direct current generator that came on
automatically when needed
Utility quality power for the home or business
KOHLER generators are used in:
– Airports
– Hospitals
– Manufacturing Plants,
– National Weather Services
– Major Retailers
KOHLER generators are manufactured in the
USA
Nationwide service support available
The reputation you’ve come to expect from
KOHLER Company.
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Category awareness continues to grow
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Weather-related
outages send home
owners seeking
generators - 3.5M lose
power a week
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Back to back storm
seasons in the Mid
Atlantic and Northeast
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Word-of-mouth
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Advertising and
publicity
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Living off grid and
sustainable housing
Convenience
• 45% of standby owners own or owned a
portable generator.
• Homeowners can remain safe in their
home while the generator starts and
stops by itself with minimal maintenance
needed.
• #1 reason sited for upgrade:
“hassle factor” associated with
- running extension cords
- continuous refueling
- inability to get gasoline, no electricity at
the pumps means no gas
(Business opportunity!)
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Outages are found throughout the country
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NW: snow fall and high
winds
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West: high heat and
winds
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Midwest: Ice storms,
high heat and winds,
tornados
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NE: Ice and snow storms,
dense energy use with
aged grid
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East Coast: Ice storms,
hurricanes and high
winds
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Southeast: Hurricanes,
tornados
Residential & Commercial Applications
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78 Million single-family homes - <2% own
a standby generator
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Increasing use of electricity with consumer
electronics and smart home trend
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Dependence on uninterrupted power and
communications is the new normal
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Aging of baby-boomer generation
- Living in place, longer which accents
reliability and safety issues with in-home
medical equipment
- Increase in disposable income
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Desire for comfort, safety and security for
peace of mind at home and while traveling
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There are more than 6 million small businesses
in the U.S., 85% experienced an outages over
the past three years
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Over 700,000 lost at least $5,000 in revenue
($10K on average) during a power outage
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Think beyond Residential opportunities
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Think beyond LPG applications
Installation Basics
• Generator is placed (air-cooled on
gravel, liquid-cooled and all Florida
generators on concrete slab).
• The transfer switch is typically placed
near the home’s panel (essential load
switch) or right after the meter (whole
house or service entry rated switch).
• Low voltage and high voltage wiring,
run through separate condui,t is then
run between the generator and the
automatic transfer switch.
• LPG is piped into the generator by way
of code approved piping and a flexible
fuel line (included in 8.5-48kW models)
• Number of permits will vary depending
on the market.
• Installation will typically day one or two
days.
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Available
Products
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14/20RESA & RESAL – Product Features and Benefits
Features
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New and improved controller launched in 2012
Lower sound levels than competing models (67-69 dBA)
Battery charger built into controller
OnCue with activation code, RXT/RDT/RSB Transfer Switches, Load
Control Module (LCM), and Programmable Interface Module (PIM)
capability
Equipped with Kohler’s patented PowerBoost™ Technology
Powered by a Kohler Commercial Engine and Kohler alternator
Benefits
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Increase value
Quieter
Easier to install
Same controller to be used on any new residential / light commercial
product – easy training, support
More options for dealer to up-sell
38 & 48RCL – Product Features and Benefits
Features
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38/38 or 48 / 48 kW (NG/LP) versus Generac’s 46 / 48
(advertised)
Equipped with the new, improved RDC2 controller
GM4.3L or 5.0L PSI Engine
Industrial grade brushless PMG alternator
Size has been reduced 47% by volume from 40/50ERES
product
Aluminum enclosure with textured paint (Cashmere)
Innovative, automotive style three fan cooling system
Sound reduced from 68dBA to 61dBA at full speed/no load
Sound at 58 dBA during weekly exercise
OnCue with activation code, RXT/RDT/RSB Transfer
Switches, Load Control Module (LCM), and Programmable
Interface Module (PIM) capability
3 Phase voltages available:
– 120/208V
– 120/240V
– 277/480V
Benefits
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Smaller and quieter
Easier to install and maintain
Corrosion resistant for any climate
Same controller to be used on any new residential / light
commercial product – easy training, support
New 38RCL & 48RCL
60-125kW ERES Light Commercial Units – Product Features and Benefits
Features
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Available in 60, 80, and 100kW (125kW available through
special order)
Powered by GM PowerTrain Engines
Industrial grade Kohler Alternators with the PowerBoost™
Technology
Galvanized steel enclosure with Kohler’s new textured paint
system
Sound ratings at or less than 71dB at full load
Equipped with the Kohler DEC 3000 digital controllers
Units in aluminum housing and 3 Phase voltages available
through special order
60ERES
Benefits
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Smaller and quieter
Easier to install and maintain
Corrosion resistant for any climate
Same controller to be used on any new residential / light
commercial product – easy training, support
80/100/125ERES
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Transfer Switch Sizing Tips
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The number one question from
salespeople regarding transfer
switches is how to properly size
and order correct switch to go with
the generator they are purchasing.
Break decision making process
into three questions can help
eliminate anxiety for salespeople
when they are choosing the
proper transfer switch.
Kohler also has tools to help with
this decision making process.
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Transfer Switch Sizing Tips
• Three questions to determine what type of switch is needed.
– Does the customer need to isolate certain circuits during an
outage (Essential Load switch), power up the whole electrical
panel (Whole House switch or Service Entry Rated switch), or is
this new construction where they can use the RSB switch which
incorporates a transfer switch and a Square D 200 amp QO
panel?
– What size transfer switch (100, 200, or 400 amp) is needed to
meet code, accommodate the size of the generator being
installed, or meet the amount of sub panel breakers required if
an Essential Load switch was chosen?
– Is the switch being mounted outside (NEMA 3 enclosure) or
inside (NEMA 1 enclosure) the house?
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RXT Transfer Switches
Features
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Full Line, configurable product, available as Quickship in single
and 3 Phase.
UL listed (CSA on whole house versions)
Available in whole house, essential load, and service entry
rated versions.
All enclosures are aluminum, NEMA 3R
The RXT transfer switches do not come with a built in digital
circuit board.
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Optional external RXT status indicator loose kit – plugs right
into RXT
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Instead they are designed to work specifically with RDC/DC 2
generator control boards (i.e. the switches only currently work with
the 14/20RESA and 38/48RCL generators)
ATS Position and Source Availability
NO test & exercise push buttons (set in the generator now)
Whole
House
Essential
Loads
Service
Entry
Rated
RDT Transfer Switches
Features
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RDT Transfer switches can be used with any single
phase generator from 8.5-150kW
Available in whole house, essential load, and service
entry rated versions.
UL and CSA listed (Service Entry Rated switches are not
CSA listed)
The RDT transfer switches come with the MPAC 500
digital control board inside the switch.
NEMA 3R enclosure is now aluminum as standard
NEMA 1 enclosure remains steel enclosure
Display is now vertical rather than horizontal
100 Amp RDT with load center now has16 positions / 24
circuit MAX rather than 12 positions / 12 circuit MAX
100 Amp with load center enclosure now same size as a
200 Amp with load center RDT
Marketing Kohler Generators
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What are some of the best methods of advertising the product?
Here are some of the basics.
– Targeted mass mailers to existing customers.
– Handing out product information (small brochure) when
visiting accounts and door hangers in neighborhoods where
a generator was just installed.
– Signage outside of the dealer’s office branch.
– Web site marketing including working with search engine
providers like Google and Yahoo so the business comes up
on regional key word search when the consumer types in
Kohler Generator or “back up generators”.
– Lithos on sales and service trucks advertising Kohler
Generators.
– Join local trade or service groups where there are
opportunities to attend local tradeshows or speak at local
events.
– Create a Facebook page or take advantage of another
social media outlet.
– Hold open house events where the dealer or wholesaler
could market Kohler Generators to new and existing
customers. Having a local sports talk station broadcast on
location for a few hours also helps with marketing the event.
Marketing Materials Offered by Kohler Generators
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Kohler Generators offers a
variety of marketing materials
for free. These include:
• Direct mail templates
• Print ads
• TV and radio spots
• Videos
• Banner ads
• Brochures
• Sell sheets
• Door hangers
• Product displays
• Online sizing tools
Your Opportunity
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Complementary products and
services (offer piece of mind through
another LPG product)
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Existing relationships with home
owners, home builders and
commercial customers
– Long term, loyal customers
– Regular communication
– Easy to create a mass mailer
and send out to existing
customer base to let them
know you are in the generator
business
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Both preventative maintenance and
refueling contracts bring additional
off-season sales and service
revenue.
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Promote additional burner tips and
gas load opportunity (the “hook”)
– Access to non LPG users and
electric appliance based
homes
How to get started
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Become a dealer by signing up with a local Kohler Generator
distributor in your area.
– Type your local zip code in the dealer finder portion of the Kohler
Power Systems Web site or e-mail Dan Kolar-National Accts.
Manager at daniel.kolar@kohler.com for more information.
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Attend regional or national training classes to get certified to
perform service work.
Work together with a local electrical contractor so you can offer
turnkey installations to the customer.
Speak with local inspectors to find out generator code
requirements (pre-authorization requirements, zoning, dB rating
requirements, number of permits, etc.)
– This will also help with sizing and pricing the job
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Thank you!
Questions?
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