When energy deregulated in the United States, Jarmana landed
a contract with Green Mountain Energy Company, the first major Retail Electric
Provider to focus on selling renewable energy to residential customers. They
were struggling trying to figure out how to sign up residential customers by
visiting them at their homes and knocking on their doors. Green Mountain’s
other sales channels were costing them a fortune so they hoped that Jarmana
could deliver a far more economical solution. As of 1999, no one in America had ever been able to figure
out how to acquire energy customers in this way for the high priced renewable
energy product.
Within a week, Jarmana had cracked the code making him the
first person to figure out how to directly mass-market renewable energy. He had
just changed the way energy was sold. Sales increased 10X and in the end he
would acquire around 100,000 green residential customers for Green Mountain
Energy.
What separated Jarmana from everyone else in his industry is
the sales and training system he’d developed which he would later refer to as
the Green Light System. The average sales agent in energy is trained for under
a week. Jarmana’s training system is literally a sales PhD course utilizing all
sorts of techniques he’d pioneered himself and had been successfully used in
acquiring over 1 million customers.
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