Thanks to some bold moves by sonnen, the idea of using residential storage batteries to create a virtual power plant is taking hold in Utah.
In 2017, sonnen GmbH, a German residential battery company, was exploring places in America where it could replicate the virtual power plant systems it had already created in Europe. At first glance, Utah seemed like pretty rocky soil for an idea like this to flourish.
As marketing strategies go, this was a bold move. In the world of sales, it is known as “the puppy dog” close. Give the customer the product and tell them they are free to return it later if they wish. After a few days, the vast majority decide to keep it just as the most people would never consider taking a rescue puppy back to the dog pound.
“The consumer can see this is the solar of the future,” Blake Richetta, CEO of sonnen’s US business, tells. “Not [just] a solar panel on your roof, but a solar array plus battery, with the utility seeing value. With the program, it makes solar by itself look way inferior in Utah.” So far, 3,000 Utah households are participating or in the process of getting enrolled.
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