High solar costs chip away at a solar contractor’s profits, but one of the biggest challenges and expenses is acquiring customers. That’s why you should have a successful solar sales pitch—not only to secure new and lasting customers but also to help save valuable time.
Here are five ways to cover the basics and develop a more creative strategy.
1. Understand your customers’ needs.
Assess the needs of your potential customers: What’s important to them? Why are they interested in switching to solar? Knowing this will prevent you from giving off a used car salesman impression.
Homeowners might be interested in solar for a variety of reasons. Anticipating, listening to, and discussing those reasons and needs can help you develop a relationship of trust and understanding. Once you’ve identified their needs, speak to those points.
Certain pain points could be regional. For example, if the neighborhood experiences drought or unpredictable weather, a significant solution that switching to solar could offer is not having to worry about power outages. Make sure you’re aware of the environment, and be prepared with a few different success stories or statistics.
Another pain point might be long-term savings. Solar energy is an investment but also a given benefit for almost any homeowner. Not only does it drive up property value, but it also saves costs on energy bills and eventually pays for itself. Make sure to emphasize the benefits.
For any other pain points that may arise, use best practices to better your solar sales pitch.
2. Use government tax incentives to put pressure on your customer’s timeline
The investment tax credit (ITC), or the federal solar tax credit, allows taxpayers to deduct a percentage of the cost of installing a solar energy system, depending on the year. Each year, the tax incentives decrease, so the sooner a customer decides and acts, the more money they could potentially save.
Use this to your advantage during your pitch. This is especially important for residential customers, as the entire residential incentive program expires in 2022. Switching to solar is an investment that may require learning new information and finding the right design system, so you don’t want to be too pushy on a customer’s timeline. However, using the ITC presents a justifiable way to put pressure on your lead’s decision.
3. Make it trendy
The root of a good solar sales pitch is to understand some of the psychology at work when a customer is looking to buy. Solar energy is environmentally and financially friendly, so it’s essential to utilize and discuss those benefits to not only sell but also understand your lead’s intentions.
The good news is that if your customer’s neighbor already has a solar panel system installed, it might even be easier to nail the sale, according to the Journal of Economic Geography: “The effect of nearby systems diminishes with distance and time, suggesting a spatial neighbor effect conveyed through social interaction and visibility.” This can be interpreted as peer pressure. Use it to your advantage by pointing out neighbors’ solar systems, creating a referral program, or gathering success stories specific to a neighborhood.
It’s also important to keep in mind that the demographic for a residential solar customer is likely to own and use technology and/or social media. Use social media for free advertising by asking successful customers to write a testimony, taking a selfie with you or your branding, or targeting new customers with advertising. Build your social media presence consistently, and it can be a lucrative sales tool.
4. Back up your pitch with technology
Solar energy is a relatively new source, so it’s probable that your customers have a basic interest in modern energy technologies. Using solar sale technology not only can make the process easier for you, but it can also make a lasting impression and further leverage you as a source of knowledge on the subject. Here are a few ideas:
- CMS: A good customer management system is essential for staying organized and lightening the workload. Solar Power World highlights a few options.
- 3D modeling: Use a 3D modeling system to show your customers a realistic idea of what their system will look like.
- Permit processing app: Use an online solar permitting tool for code-compliant residential systems. SolarAPP creates an affordable, seamless process for solar installations.
- Keep researching: Keep up with the ever-changing industry through solar software. Find a content provider and stay updated.
5. Offer free permit and design service
Offering a soft trial to engage your leads can be the difference between a “yes” or a “no” decision. Seal the deal on your solar sales pitch because everyone likes getting something for free. Solerus provides free permit and design services on qualifying orders. We offer two solar permit services: a full solar design and permit package and solar single line diagram (free of cost with any residential system order up to 25kW or $50 with on order) for any residential and commercial solar installation in the USA.
Solerus is a trusted solar energy equipment supplier, empowering contractors to develop agile solutions for commercial and residential clients. We provide a range of best-in-class solar products that are backed by an industry-leading 25-year warranty, designed to provide you with unparalleled peace of mind.
To learn more about reducing solar customer acquisition costs and the equipment you’ll need to have happy customers at a price that you’ll love, feel free to contact one of our knowledgeable specialists today!