Selling Energy

What Selling Energy does

Selling Energy (legal entity EEFG, Inc.) is a privately held, bootstrapped sales training company founded in 1993 and relaunched in its current form in 2011 by CEO Rachel Christenson and President Mark Jewell. The company delivers training specifically for professionals selling energy solutions — covering energy efficiency, electrification, renewables, battery storage, EV charging, demand response, and related offerings to utilities, trade allies, manufacturers, distributors, and commercial/industrial/residential end customers. Its core product platform is a proprietary learning management system (LMS) that delivers the flagship Selling in 6 micro-learning program (hundreds of six-minute, keyword-searchable lessons usable as custom playlists), the Segment Guides database (24 market-segment intelligence packs with jargon, yardsticks, and sound bites, each backed by 400+ hours of research), and the premium Sales Academy (a nine-hour comprehensive program). The offering is supplemented by 20+ specialized courses, a Mastermind Group monthly coaching community, custom enterprise engagements, and a Wall Street Journal bestselling book.

Selling Energy monetizes through three primary streams: per-person online course licenses (priced $75-$1,344 per seat, typically on 12-month terms), custom group training and keynote engagements sold directly to enterprises, and licensed access to Selling in 6 and Segment Guides. Distribution combines a self-serve LMS portal, direct enterprise sales led by Mark Jewell (including free strategy sessions), and a differentiated channel in which utilities (Hawai'i Energy, Duke Energy, Consumers Energy, Focus on Energy, Efficiency Works) and programs like the California LEARN Program sponsor training for their trade allies and customers. The company also distributes through the AESP industry-association platform and a SnapCount technology integration. With 11-50 employees and a distributed U.S. team headquartered in Reno, Nevada, Selling Energy claims 21,000+ trained professionals, 200+ North American utility customers, and 2,000+ written testimonials, with a reported 99% recommendation rate in surveys. Recognition includes multiple Stevie Awards (Sales Training Leader of the Year, Female Entrepreneur of the Year), Inc. 5000 and SF Business Times fastest-growing company rankings, and a Selling Power Top 20 Sales Training Companies placement.

Name

Selling Energy

Legal name

EEFG, Inc.

Website

https://sellingenergy.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Selling Energy is a privately held sales training company that teaches energy-industry professionals how to sell energy-efficiency and electrification solutions. It serves utilities, trade allies, manufacturers, distributors, and commercial and residential sales teams through online courses, custom enterprise training, and utility-sponsored programs.

Ownership category

akta.pro rank

Product category

Sales Training Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143), Business Schools and Computer and Management Training (6114), Computer Training (61142)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Sales & Customer Service Training (EDAGANAC)

akta.pro secondary industry

Higher Education Course Design & Online Program Development (EDAGAKAB)

Keywords

• Energy sales training
• Sales training programs
• Micro-learning courses
• Segment intelligence database
• Online learning platform

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Online Course Sales: Per-person registration for online/on-demand courses. Individual courses priced from $75 to $1,344. Licenses typically 12 months from date of registration.
2. Custom Group Training: Custom training engagements for organizations including keynotes, private sales training, and customized content. Pricing varies by engagement scope and audience size.
3. Licensed Training Programs: Licensed access to Selling in 6 and Segment Guides databases for organizations, with 12-month license terms and renewal options.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Selling Energy provides online and live sales training programs specifically designed for energy industry professionals. Its core offerings include micro-learning courses (Selling in 6™), a market-segment intelligence database (Segment Guides™), a premium training program (Sales Academy™), ongoing mastermind coaching, and custom enterprise training engagements. Pricing ranges from $75 to $1,344 per person for online courses, with 12-month licenses, plus bespoke group training for utilities, manufacturers, and trade ally networks.

Product overview

Selling Energy is an award-winning sales training company offering a comprehensive suite of training products and services for energy professionals. The core offerings include Selling in 6™ (a micro-learning program with 6-minute lessons), Segment Guides™ (a 24-segment market intelligence database), and Sales Academy™ (a premium comprehensive program), supplemented by 20+ individual courses covering specific topics like financial analysis, video selling, objection handling, and residential/commercial sales techniques. Additional products include the Mastermind Group coaching calls, custom training for enterprises, a Wall Street Journal bestselling book, and a podcast. The company operates its own LMS portal for delivering courses, with content available online on-demand, via live webinars, and in-person. The product portfolio is designed for energy professionals ranging from individual contractors to Fortune 500 utilities, covering topics from lead generation through proposal closing.

Differentiator

Problem solved

Functional benefit

Products and services

• Selling in 6™ An award-winning sales training program delivered in concise 6-minute lessons accessible online on-demand or via live webinars. Features hundreds of field-tested selling insights for energy professionals.
• Segment Guides™ A licensed online database providing market-segment-specific intelligence with jargon, yardsticks, and sound bites for 24 different market segments to help energy professionals establish credibility with prospects.
• Sales Academy™ A comprehensive 9-hour premium training program combining online live and/or on-demand learning with practical resources and personalized coaching. Divided into nine hourly sessions covering professionalism, sales support, and sales pro principles.
• Generating More Leads Than You Need™ A 6-hour course teaching strategies for generating high-quality leads, including remote selling techniques, video selling strategies, cold calling scripts, and market segment research.
• Boot Camp – Sales Pro Edition™ A series of 6 online/on-demand webinars optimizing for busy energy professionals, covering virtual selling techniques for synchronous and asynchronous video sales.
• Boot Camp – Energy Edition™ Online training webinars featuring the most impactful sales tactics for energy professionals, with bonus access to Segment Guides database.
• Learn the Secrets of Selling in a Recession: Put the Wind Back in Your Sales! – Residential Edition A 7-hour course helping residential sales professionals adapt strategies for economic downturns, covering outside-to-inside sales pivots and remote engagement techniques.
• Custom Training Custom training for organizations including keynote presentations, private sales training, customized trade ally training, and branded online training delivered to enterprise clients.
• Mastermind Group Coaching Calls Monthly two-hour coaching call sessions hosted by Mark Jewell providing individualized feedback on elevator pitches, one-page proposals, sales presentations, and career-long support for alumni.
• Selling Energy: Inspiring Ideas That Get More Projects Approved! A Wall Street Journal bestselling book with more than 80 actionable insights for improving closing ratios and shortening sales cycles in energy sales, distributed free via hardback, ebook, or audiobook to generate leads.
• The Selling Energy Podcast Podcast available on Soundcloud, Apple Podcasts, Spreaker, Stitcher, and TuneIn featuring insights on selling energy solutions to support top-of-funnel awareness and community engagement.
• Online Training Portal (LMS) A proprietary learning management system for accessing recorded online trainings, with features including video speed control and Mastermind call recordings.

Quantifiable outcome

• 99% of survey respondents would recommend Selling Energy to their peers
• +3 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Hawai'i EnergycoreGTM or Marketing Partner · 1 January 2025Hawai'i Energy partnered with Selling Energy to deliver Learning to S.E.E. (Selling Efficiency Effectively), a high-impact full-day training program offered free to Hawaii-based residential and commercial professionals through sponsorship. Participants received practical sales tools, live instruction, and complimentary one-year subscription to professional development resources.
• The LEARN Program (RHA)coreGTM or Marketing Partner · 1 January 2024RHA partnered with Selling Energy to provide 54 free courses for California residents through The LEARN Program. Training includes Selling in 6, Swift Sales Academy, and Segment Guides curriculum packages available online/on-demand and live for both sales and non-sales roles.
• Consumers EnergycoreGTM or Marketing PartnerConsumers Energy partnered with Selling Energy to empower Trade Allies and customers with sales training tools. Collaboration includes both in-person and online training modules tailored for today's sales professionals in the energy sector.
• Duke EnergycoreGTM or Marketing PartnerDuke Energy partnered with Selling Energy to offer specialized sales training to Trade Allies and customers in North Carolina and South Carolina. Partnership includes in-person session followed by extensive online program including sales bootcamp.
• Focus on EnergyminorGTM or Marketing PartnerFocus on Energy partnered with Selling Energy for two webinar series events led by Mark Jewell. First series covers 30 Secrets of Top-Performing Efficiency Sales Professionals, second covers Leveraging the Inflation Reduction Act (IRA) of 2022 for residential efficiency and sales.
• Efficiency WorkscoreGTM or Marketing PartnerEfficiency Works partnered with Selling Energy to empower sales teams with energy solutions training for commercial and residential markets. Through sponsorship, qualified participants gain complimentary access to online courses, live webinars, and personalized coaching with Mark Jewell.
• AESP (Association of Energy Service Professionals)coreChannel Partner/ Reseller/ DistributorSelling Energy partnered with AESP to offer award-winning online sales training courses on the AESP platform. AESP members and non-members can enroll in courses, earn CEUs or PDHs, and pay using AESP points.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sandler Training: One of the largest global sales training franchises with a structured methodology across industries. While Selling Energy specializes narrowly in energy sales, Sandler is the incumbent generalist player whose content buyers often compare against.
• Force Management: Enterprise sales transformation firm offering methodology-based training and consulting to Fortune 500 sales organizations. Comparable to Selling Energy's enterprise custom training arm in buyer profile and price point.
• Richardson Sales Performance: Global sales training company with a curriculum spanning consultative selling, negotiation, and sales leadership. Sells to enterprise clients across industries in a similar custom-training-plus-content-licensing model.

Direct peers

• Vorsight: B2B sales training and consulting firm specializing in pipeline generation, prospecting, and customer engagement workshops. Comparable custom training and online content delivery model targeting similar enterprise buyers.
• Sales Readiness Group: B2B sales training and coaching firm delivering custom workshops and online learning to enterprise sales teams. Comparable in offering methodology-based training (e.g., MEDDIC-adjacent) with similar pricing and delivery formats.
• RAIN Group: B2B sales training and consulting firm that publishes original research and delivers custom enterprise sales training. Comparable to Selling Energy in business model (custom training + content licensing) and target buyer (enterprise sales leaders).
• The Brooks Group: Sales training and consulting firm focused on consultative selling, account management, and negotiation. Comparable in offering custom enterprise workshops and ongoing reinforcement programs alongside Selling Energy's Mastermind-style model.
• JBarrows Sales Training: Sales training provider offering both in-person workshops and online courses for B2B sales professionals. Comparable in its mix of self-paced online content, custom training, and individual course pricing to Selling Energy's Selling in 6 and Sales Academy programs.

Emerging players

• Sales Hacker (Sales Hacker Media): Sales education community and media platform producing podcasts, newsletters, and events for sales professionals. Comparable as a content-led sales enablement brand competing for the attention budget of individual sales professionals.

Others

• AESP (Association of Energy Services Professionals): Industry association for energy service professionals that distributes Selling Energy's courses via its platform. Acts as a channel partner and is a useful comparable for understanding the energy efficiency professional ecosystem in which Selling Energy operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SellingEnergy
• YouTubeyoutube.com/c/Sellingenergy
• Facebookfacebook.com/SellingEnergy
• LinkedInlinkedin.com/company/2025982
• Instagraminstagram.com/selling.energy

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Selling Energy