As a company that provides solutions to solar companies, Scoop’s success is directly tied to the success of our clients in a growing solar industry. So, we’ve dedicated this article to help our current and future clients grow their business through top-notch sales and marketing efforts, leveraging the benefits of solar energy. We understand there is still a long way to go in making solar solutions accessible and appealing to a broader audience.
1) Know Your Customer and the Industry
The first question you need to ask is, Who is my ideal customer? The answer to this question will define your sales and marketing strategy. Revisit this question every year to ensure your business model aligns with your core customers and market segment. Equally important is making sure that everyone inside, and even outside, your organization is clear about who your ideal customer is. To understand your customers deeply, consider their specific needs and preferences in renewable energy solutions.
Key Questions to Define Your Ideal Customer:
- Do you focus on residential solar projects, commercial projects, or both?
- Do you have a minimum project size, defined in terms of cost or kilowatts?
- What types of projects do you take on—O&M, installation, design, or all of the above?
- What does your geographical market look like? Do you limit yourself to your county, state, or a larger region (e.g., the Southwest)?
For Scoop, our ideal clients are forward-thinking solar service providers in North America who handle residential and/or commercial projects, have annual revenues between $1-20 million, and seek to optimize their solar field operations. By targeting homeowners and businesses alike, we ensure a broad reach in the market.
For many customers, investing in a solar and storage system has historically been a financial decision. But increasingly, going solar is an emotional choice. Today, ensuring safety and security for family and home is often the main reason—especially with natural disasters and uncertainties regarding energy reliability from traditional utilities. This highlights the broader benefits of solar energy beyond just cost savings.
2) Differentiate Your Brand and Your Service
Now that you know who your ideal customers are, the next step is ensuring they know who you are and what services you provide. Sounds simple, right? Not quite. In a recent blog, we highlighted just how fierce the competition is for solar services. So, how do you stand out from the crowd? Here are the fundamentals:
- Ensure your message is specifically targeted. Residential and commercial customers have different pain points, so your messaging needs to address their specific concerns.
- “Going solar” is still relatively new, so make sure you have plenty of customer testimonials on your website and in your sales materials. This builds credibility and eases customer anxiety.
- Since everyone offers the same basic products and services in solar, create your own customized packages that no one else can match. This could be different financing options, 24/7 service, or other unique offers.
Additionally, incorporating advanced solar technology into your offerings can set you apart and demonstrate your commitment to innovation.
3) Generate Demand
As we mentioned in a previous article, the failure rate of solar contracts is around 90%. In other words, nine out of ten proposals don’t close—crazy, right?
We help solar companies improve their success rate by facilitating more accurate pre-sales site visits. But you also want to fill your sales pipeline with as many warm prospects as possible. Effective lead generation strategies are key to this process. Here are a few ways to grow your solar sales pipeline:
- Ask for at least three referrals from every customer. You could offer them an extended solar panel warranty or a discount in return.
- Form strategic partnerships and referral arrangements with other companies in the industry. These could be architect firms, building engineers, developers, or interior designers.
- Position yourself as a thought leader in the solar industry. Write blogs, contribute to local newspapers, hold seminars at local stores, and share your knowledge widely.
Two things we’ve learned from our clients: 1) Solar is still a disruptive concept for many, and 2) People buy from those they trust. So ease up on the hard sell and focus on educating your potential customers. By providing a quality solar lead to your sales team, you enhance your chances of closing deals.
4) Leverage Digital Marketing Channels
In today’s digital age, your potential customers are spending most of their time online. Make sure you have a strong digital presence by utilizing various digital marketing channels. This could include using social media platforms like LinkedIn, Facebook, and Instagram to showcase your projects, share testimonials, and provide educational content.
Invest in paid advertising to target and reach your ideal customers more effectively and drive more qualified leads to your site. Building an email marketing campaign can also help you nurture prospects by providing regular updates, promotions, and value-driven content. If you’re looking to expand your online footprint, consider integrating SEO strategies related to solar power to increase visibility.
5) Provide Unmatched Customer Experience
Customer experience can be the deciding factor between you and your competitors. Ensure you provide seamless support throughout the entire customer journey—from initial contact to after-sale service. Use CRM systems to stay organized and track interactions with potential and existing clients.
Provide proactive communication and make it easy for clients to contact you through multiple channels, whether it’s email, phone, or even chat on your website. By offering personalized experiences to homeowners and other clients and going the extra mile, you create loyal customers who are more likely to refer you to others.
6) Train and Empower Your Sales Team
Your sales team is the face of your company, and their skills directly impact your solar sales. Regular training sessions can help keep your sales representatives updated on the latest industry trends, customer pain points, and effective sales techniques. Equip your team with detailed information about your products, competitors, and common customer concerns. Encourage them to listen actively to prospects and address their unique needs.
By empowering your sales team with the right knowledge and tools, they can build strong relationships, instill confidence in potential clients, and close more deals. Ensure your team is well-trained in the nuances of selling solar and the latest solar technology to stay competitive.
7) Utilize Data-Driven Decisions
Data is your best friend when it comes to making informed business decisions. Track key metrics such as customer acquisition cost, conversion rates, and sales cycle length.
Use CRM software and analytics tools to gather insights on customer behavior and preferences. This data allows you to refine your sales process, identify which marketing strategies are working, and adjust your approach where necessary. Utilize data to find trends and opportunities within the renewable energy market. Data-driven decision-making can help you optimize your resources, improve sales efficiency, and ultimately increase your revenue.
8) Offer Flexible Financing Solutions
Solar energy systems are a significant investment, and the cost can be a major obstacle for many potential customers. To overcome this, offer a variety of financing options that suit different customer needs—such as zero-down payment plans, leasing options, or attractive loan terms.
By providing financing flexibility, you make solar more accessible to a wider audience, increase conversion rates, and attract customers who may be hesitant about the upfront costs. This ensures that more customers choose to adopt solar power solutions, preferring them over other options. Customers appreciate having choices, and flexible financing can be the differentiator that closes the sale.
Next Steps
- New to Scoop? Watch our overview video, check out our product demo, take a virtual tour, or schedule a free consultation and demo.
- Visit the Scoop website for more information on how Scoop empowers today’s workforce.
