A NEW MODEL TO BUILD
A PERMANENT SALES FORCE
by John S. Hoffman and John Bruce Wells, with William T. Guiney1
Solar water heaters work, they save money, and they are ready for the market today. Yet the industry remains tiny. Rather than asking what public subsidies could best support the solar water heating sector, this paper asks what form the industry could take to become successful. It recommends the “insurance agent model” to create a committed, permanent sales force.