Two guiding lights to green in 2012

fr's JaNunny. a time when we're all starling into the headlights of an oncoming new year bearing down and wondering how it's all going to turn out. Perhaps you've had the same premonitions I've had about 2012. Clearly, there are going to be some rough patches. It's an election year and the electorate seems in a bad mood. The economy seems in a bad mood, too, with high unemployment, rising foreclosures, and little building activity.

Some dealers will do well and some won't-it's going to be a mixed bag. So what can you do to put yourself in the former category? It all depends, of course. Do you serve mostly pros or consumers? Are you are a chain or a locally-owned independent? There is no one size fits all strategy.

I've said it before and I'll say it again, green dealers seem more buoyant, more resilient. But I think this year's going to take a little more effort. What's my advice for taking your green strategy to the next level? Two things: energy efficiency and community.

energetic in learning about your customers' needs and finding ways to serve them. Who is building houses? Who is remodeling? What are homeowners doing on their own? Host events in your store that bring your buyers and customers together and get them talking. Walk the aisles and the yard with your customers and listen carefully to their feedback. If you're getting this information from manufacturer reps, you are listening to the wrong people.

Don't be afraid to leave the comfy confines or your store, either. Attend local USGBC meetings. If your community has a "shop local" campaign or a business alliance, such as a chapter of Business Alliance for Local Living Economies, for example, join it.

And don't forget other groups that are active in your community. Forging these links may make all the difference this year. It will keep you from stocking useless inventory and will identify the products and materials your customers need.

Energy and community. It's simple and clear. It provides a solid mission for your staff that's imbued with optimism. It can provide the basis for a marketing campaign. And if you follow through, if these are truly whole picture - operations, products, merchandising. If you can find a way to pay for it, do a lighting retrofit, install solar panels, and insulate every building you're heating. This is going to reduce your operating expenses and demonstrate your leadership.

First and foremost, make energy efficiency job one. If you're a dealer in this channel, this needs to be top of mind for everything you do. I'm talking about the

Stock products that will save money for your customers: insulation products that meet LEED or other green building program criteria, triple-glazed windows, insulated doors, LED lighting. Finally, do your homework on rebates and other incentives and plaster the information everywhere. Label products that are energy efficient and can reduce bills. Stocking the right products and merchandising them effectively will help maximize your sales. (Besides, if you don't, who will, Best Buy? Yes, apparently. They're pilor ing a new home energy retail concept.)

Secondly, do everything you can to get closer to your community-customers and other stakeholders, too. Whether you're primarily serving pros or consumers, be priorities for your organization, you will be doing all the right things to appeal to green builders and remodelers, homeowners and d-iyers. Certainly, you'll learn about other needs, products and opportunities along the way, too.

And whatever turmoil the year may have in store, I believe you'll find that energy and community will see you through.

JaY Tompt Managing Partner William Verde & Associates (415) 321-0848 info@williamverde.com