The Solar industry continues to see steady growth year after year. In fact, this sector has produced a 3.5% increase in jobs since 2021. Steadyuch rapid growth has increased the need for sales professionals to engage with the industry and cultivate lucrative careers. Responsible for promoting and delivering clean energy solutions to their communities, solar salespeople are – quite literally – brightening our future.
Solar Sales Boom in the USA
From small residential rooftops to large-scale solar farms, solar technology is on the rise all across the USA. Such a rapid surge of installation counts over the past several years has led to an extraordinary sales boom with no plans to settle down. With over 179 GW installed capacity (and much more on the way) the solar and storage industry is officially an American energy powerhouse.
We can compare the recent boom in solar PV installations with the midcentury innovation of solar hot water heaters. Solar hot water heaters proved ideal for everyday residential needs like bathing, cooking, cleaning, and laundry. Despite its many uses, the “Swingin’ Sixties” did not see widespread adoption of solar water heating systems. It wouldn’t be until the 1973 oil crisis that rising energy costs and growing environmental awareness would result in tens of thousands of hot water system installations throughout the United States.
History tends to repeat itself. As electricity costs have skyrocketed in the last 20 years, homeowners are turning to solar electric systems to power their lives. The average price per kilowatt hour has effectively doubled since the turn of the century. Since then, solar’s influence has quickly expanded: today, every single state in the USA is home to some sort of solar technology.
Today’s rising energy costs and environmental uncertainty have encouraged the installation of over 3.9 million solar photovoltaic (PV) solutions across the country. This extraordinary rate of growth translates to thousands of new solar installations each month.
The rapid adoption of this environmentally friendly solution shows no sign of stopping. Recent data estimated the 2022 solar market size to be nearly $30 billion, a figure that is projected to grow at a compound annual growth rate of 13.7% until at least 2030. Government regulations against the use of fossil fuels are only getting more stringent, while clean energy incentives are strong and getting stronger.
Some states have opted to introduce solar mandates to communities. Such mandates tend to include a requirement for utility companies to procure a certain percentage of their energy from renewable sources by a specific date. Early adopters of such mandates include California, New Jersey, Massachusetts, New York, Nevada, and Hawaii, with more states expected to soon follow suit. We can also credit the industry’s rapid growth to its increased affordability. Solar systems have become much more cost-effective than in previous years – 15 years ago, a solar system cost 4 to 7 times more to install than today. Solar’s affordability is bringing reliable clean energy to many underserved markets and communities. Today, the number of people unable to afford and/or access solar panels continues to dwindle.
Driving Factors Behind Industry Growth
Several factors have driven the solar industry’s exciting growth. Competition from manufacturers driving efficiency up and cost down, adapting to changing regulations, and constant utility cost increases have proven to be the biggest factors for many years. For starters, the race to improve the efficiency of the panels’ solar cells and the advancement of energy storage solutions (aka batteries) make for healthy competition, bringing build costs down over time. This healthy competition drives our industry forward and has catalyzed major technological advancements.
Historically, the introduction of regulations tends to stifle the growth of many industries. Solar isn’t any exception – but the way many companies responded is what matters. A recent net energy metering (NEM) regulatory shift has contributed to a contraction of the number of installers in California. In response to the new regulation, batteries are now more likely to be attached to the solar systems. Units with attached batteries previously represented less than 10% of all available systems. Now, over 80% of solar solutions include an attached battery. That’s a pretty impressive feat for a change in the regulatory landscape that only took place just over a year ago!
Utility costs continue to rise at unprecedented, and many people feel unreasonable, rates. This unfortunate reality has a silver lining. Homeowners are more eager than ever to find a solution that doesn’t require cutting back on their lifestyle and habits. Thankfully, our industry was quick to serve as a viable solution to combat high energy costs. General public perception has finally caught on that introducing solar panels to a home’s electric system can lead to massive savings. In addition to the cost savings on utility bills, many state and federal programs offer property owners further credits that reduce costs on new installations. With so many ways to save, solar is a “no-brainer”.
Increasing Environmental Consciousness
A 2022 Gallup poll cites 59% of Americans believe environmental conditions are worsening. In addition to that staggering statistic, 61% believe climate change is the direct result of pollution and human behavior. When you think about it, solar technology is the most natural response to the consumer’s desire to contribute to the betterment of our planet. Be proud to promote this worthy cause! You are doing your part to mitigate climate change – one installation at a time.
Common Challenges
With so many prospects to contact and consultations to tend to, sales reps must master the art of time management. A disorganized salesperson lacking prioritization is, unfortunately, an unlikely success story. Manually generating your proposals and system designs with too many different tools, financing, or payment plans can be extremely time-consuming. Keeping track of every possible option of these important documents on your own is a feat in itself even for installation companies. Find a dealer program that offers simple, consistent options utilizing a program that assists in your sales – it’s a game changer when you find the right fit, developing, saving, and following up on these crucial documents can be a total game changer.
Though the use of renewable energy sources has become increasingly mainstream, it is still common for a solar sales rep to be challenged by a lack of consumer knowledge. To overcome this challenge, he or she must provide simple, comprehensive proposals that educate prospects on solar’s low upfront costs and product benefits.
Gain Autonomy as a Solar Salesperson
Your career as a solar sales rep is very much in your own hands. Commissions, as well as bonuses and benefits, are typically based on performance. The more deals you close, the more you earn. At the end of the day, your success in this industry depends upon your effort, strategy, and tools.
In addition to your earnings, you will be largely responsible for the structure of your workday. Although the freedom to do as you please throughout the workday is pleasant, committing to a set schedule is a surefire way to maximize your time. Stay focused and intentional; a quick peek at your Instagram feed can quickly turn into hours wasted watching cat videos. Remember: either you run the day, or the day runs you.
A Day in the Life of a Solar Salesperson
With the proper effort and passion, your career in the solar industry is sure to be exciting and fulfilling. Like any endeavor, it will be what you make of it; as a salesperson, you are responsible for your own success.
Successful sales professionals set the tone for the day by following a consistent morning routine. An early, structured start sets a positive tone for what lies ahead. It is easier to motivate yourself to approach sales opportunities when you have begun your day with clarity of focus and intention. A quick peek into the planner of a highly successful solar salesperson will reveal a thorough planning process – and plenty of prospecting.
After deciding to make the day a great one, reps take a moment to review their prospects. With follow-up being of utmost importance to closing a sale, seasoned salespeople are highly-regimented recordkeepers. They often utilize CRM systems to stay organized and optimize their time. It is doubly important to keep proper records. You never know when you are only one follow-up away from securing a new client.
After all prospects have been reviewed, it’s time to research potential new leads. A salesperson can ask for referrals or look up businesses or homeowners in the area who appear to be great candidates for solar. Door knocking is still a common tried-and-true practice, but knowing where, when, and how is more important than ever. Google Earth is your friend!
As with any industry, preparation is paramount. The next part of a rep’s day will likely be preparing for client meetings. Expect a full calendar; the more time you spend perfecting your pitch, the more likely you are to deliver a presentation that converts to a sale. Many reps also use automations for their scheduled appointments to send emails and texts confirming with the homeowner.
When you aren’t prospecting, you should be closing. Sales professionals aim to spend the majority of their day meeting with qualified leads, and assessing the needs and goals of every client. Whether the consultation is in person or virtual, use your time wisely by building rapport and establishing trust.
A crucial part of the meeting is the solar proposal. Know your tools so you can present the perfect system design. The aim is always to create a great renewable energy experience — and that’s usually by providing respectable long-term monetary savings. To develop a comprehensive solution that successfully addresses the needs of your prospects, you must have a thorough understanding of the unique solutions available in our industry. In the world of solar, one size does not fit all.
After acing your solar sales pitch, it’s time to follow up with your current customers. A successful salesperson does not abandon a client after a contract has been signed or a system has been purchased. Keep in mind that referrals are one of the best sources of new business. If you stay committed to your current customers every step of the way, they are sure to sing your praises and recommend your services to all of their friends and family.
After a full day hard at work in the solar industry, you might choose to wind down by spending a few moments educating yourself on industry trends. After all, the world of solar is ever-evolving. Consider signing up for sales training or mentorship groups that allow you to network with peers and stay at the leading edge of the best solutions.
Develop Strong Connections Within Your Community
Sales is a very people-centric profession. There is ample opportunity to meet and develop strong connections within your community. Your neighbors are likely to appreciate your commitment to delivering eco-friendly solutions to the area. Show your dedication to their well-being by educating those around you on the importance of clean energy solutions. Over time, you are likely to build trust and foster genuine connections – even close friendships – with members of your community.
If you’re looking for ways to improve your sales, contact ESP to learn about our solar dealer program. Unlike other solar sales technologies out there, when we say all you have to do is sell, we mean it. Our responsive and interactive proposal tool is designed to allow you to provide potential clients with a comprehensive overview of their project. Interested in accessing this cutting-edge technology? Reach out to ESP today.