This one-day version of the Learning to S.E.E.: Sell Efficiency Effectively™ course taught by Mark Jewell, with Stephen Dixon contributing insights into various subtopics of the agenda and helping with hands-on exercises, will be similar to what Selling Energy has successfully delivered to over 500 Canadian energy professionals within the last 18 months.


This session will help you become more effective at getting energy efficiency projects approved by better understanding decision-making dynamics; reframing the benefits of efficiency so they can be measured by the yardsticks your prospects are already using to measure their own success; and, expressing those benefits in ways that attract the attention of decision-makers and motivate action.


Most decisions are emotional decisions, and making efficiency-related purchases and changes are no exception. Whether you’re selling efficiency solutions or coaching internal champions toward project approvals, understanding what factors play a role in the decision-making process and knowing how to build rapport with key stakeholders vastly increases your odds of success. Learning to S.E.E. is a “pasta sampler” version of the more comprehensive Efficiency Sales Professional™ (ESP™) Certificate Program, and will provide you with the insights, focus, and skills you need to get more projects approved. 




By the end of this training attendees will be able to:

  • prepare and present a one-page proposal using an easy-to-use template
  • develop and deliver simple elevator pitches – even for complex projects
  • capture your customer’s attention with a three-sentence email solicitation
  • quickly prepare a compelling energy efficiency project financial analysis using a simple template


You will also leave the training with

  • the templates you need to significantly increase your energy efficiency sales
  • the hardbound “Learning to S.E.E” textbook
  • digital audio materials and online resources
  • access to free coaching, and a copy of Mark Jewell’s bestselling book, “Selling Energy: Inspiring Ideas that Get More Projects Approved”


Target Clientele


Efficiency products dealers and distributors, mechanical and electrical contractors, energy-efficiency specialists, architects, engineers, HVAC and lighting designers, building owners and managers, utility representatives, commissioning authorities, and anyone else whose success depends on the successful advocacy of efficiency projects.


Topics to be covered include:

  • Understanding and selling all of the benefits of enhanced efficiency (utility cost, non-utility-cost financial, and non-financial)
  • Defining your best projects using segment-specific business acumen, precisely crafted value propositions, and thoughtful profiling, and by appreciating the differences in decision-making among building owners, landlords, and tenants
  • Crafting 15-second elevator pitches and three-sentence solicitations that capture your decision-makers’ attention
  • Making the business case with financial metrics that favor higher-first-cost, premium-efficiency solutions, and prove the results on a single page
  • Drafting compelling one-page proposals that empower internal champions, engage decision-makers, and facilitate affirmative decisions
  • Overcoming myths and objections that can stymie even the most worthwhile projects
  • Adopting the attitudes, steps and tools that can streamline your sales process, raise your closing ratio and shorten your sales cycle
  • Making the principles covered into no-exceptions best practices


Stephen Dixon
B.Sc., M.A.Sc.

Stephen Dixon is a freelance energy consultant. As Principal of TdS Dixon Inc., of St. Jacobs, Ontario, he brings a practical, hands-on approach to the challenge of developing the energy management capacities of a broad range of institutional, commercial and industrial organizations. Stephen has accumulated more than 35 years of energy management experience, including more than 800 energy assessments and the facilitation of over 1,700 energy management workshops. Stephen holds an M.A.Sc. in Systems Design Engineering from the University of Waterloo and a B.Sc. in Physics from UPEI.


Stephen’s extensive experience with RETScreen began with his significant contributions to the design and development of RETScreen’s energy efficiency models in RETScreen v4.  Subsequently, Stephen’s popular Monitoring Targeting & Reporting Tool featuring simple  regression and CUUSM functions inspired and informed the development of the  RETScreen Plus Performance Analysis tools.  Finally, Stephen provided technical support to the development of RETScreen’s newest version RETScreen Expert.  Stephen has successfully delivered over 25 RETScreen training sessions and incorporated RETScreen training into more than 100 energy management training workshops.

Mark Jewell

Mark Jewell is a subject matter expert, coach, speaker and best-selling author focused on overcoming barriers to implementing projects. As co-founder and President of Selling Energy, he teaches other professionals and organizations how to turbocharge their sales success. Through his in-person and online trainingsdaily blogapp for iOSapp for AndroidYouTube, and Twitter accounts he provides ideas and inspiration for turbocharging your sales success. In 2015 he was presented the prestigious Gold Stevie Award for “Sales Training or Education Leader of the Year.” His first book, “Selling Energy: Inspiring Ideas That Get More Projects Approved!” has become a Wall Street bestseller and earned accolades from the Axiom Business Book Awards and the Reader Views Annual Literary Awards. His experience includes over 30 years in commercial real estate, 20 years in energy efficiency, and 40 years as an entrepreneur. Over the last two decades, he has influenced efficiency decisions in more than three billion square feet of North American real estate. He is the co-founder and President of Selling Energy.


Earlier in his career, Mark helped the US EPA deploy both the ENERGY STAR® Buildings Program for Commercial Real Estate and the Portfolio Manager® benchmarking tool.

Prior to founding Selling Energy, Mark served as founder and President of RealWinWin, Inc., an energy consulting firm that specializes in identifying energy-saving improvements, providing financial analyses to justify said improvements, and supporting utilities and customers in the creation and implementation of efficiency programs. Prior to his career in energy efficiency, Mark served as Senior V.P. for a major commercial real estate investment firm on the West Coast. Mark received his B.S. in Economics from The Wharton School of Finance and Commerce at the University of Pennsylvania.

$ Fees

Regular fee
Continuing Education Units (CEU) 0.7
CSEP points 2


Ajax Convention Centre
550 Beck Crescent
Ajax, L1Z 1C9

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