The U.S. solar market is projected to triple in size by 2028, driven by rising energy costs, government incentives, and a growing demand for sustainable solutions. However, selling solar isn’t easy. Homeowners have questions, concerns, and a ton of misinformation floating around.
That’s why having a structured solar sales process is key to closing deals and turning hesitant homeowners into lifelong solar customers.
What You’ll Learn:
- The key stages of the solar sales process
- How to qualify leads and set up strong consultations
- The right way to present proposals and handle objections
- Closing techniques that work
- The post-sale steps that turn happy customers into referral machines
Let’s break it down step by step.
The Solar Sales Process: Why Structure Matters
Selling solar isn’t just about knocking on doors and throwing out numbers. It’s a process that builds trust, educates the customer, and ensures a smooth transition to solar. Without a system in place, you’re just winging it—and winging it doesn’t pay.
The 8 Steps of the Solar Sales Process
1. Understanding Your Target Market
Not every homeowner is a good solar prospect. Time wasted on unqualified leads is time lost on real opportunities. The key to closing more deals is laser-focusing on the right prospects.
Our solar sales courses teach you how to identify high-quality leads, refine your pitch, and close more deals efficiently. Learn proven strategies to target the right prospects, handle objections, and maximize your conversion rates.
Who Makes an Ideal Solar Customer?
| Criteria | Why It Matters |
|---|---|
| Homeowners only | Renters don’t qualify since they don’t own the property and cannot approve installations. |
| High energy bills | Solar makes the most financial sense for homeowners paying over $100/month for electricity. |
| Good credit or cash buyers | Most solar financing options require a credit score of 650+, though some programs allow for 600+. |
| States with solar incentives | Some states offer generous solar tax credits, rebates, and net metering policies. |
Top States for Solar Sales:
- California – Strong net metering, high electricity rates, and state-level incentives.
- Texas – No state incentives but high power bills and strong net metering programs.
- Arizona – Excellent solar incentives and a solar-friendly climate.
- Florida – High sunshine hours, net metering benefits, and no state income tax.
Common Homeowner Concerns & How to Address Them
| Concern | Solution |
| “Will solar actually save me money?” | Show real case studies of homeowners in their area who reduced their electric bills by 50-80%. |
| “What happens if I move?” | Explain that solar increases home value and can either transfer the loan to the buyer or roll the cost into the home sale price. |
| “Is financing available?” | Break down financing options clearly: Solar loans (homeowner owns the system), Leases (lower upfront cost), and PPAs (pay for energy only). |
Pro Tip: Always pre-qualify every lead before setting an appointment—don’t waste time on homeowners who don’t fit the profile.
2. Lead Generation and Prospecting
You can’t close deals without leads. The best solar reps don’t wait for leads—they generate them.
Proven Lead Generation Strategies
- Door-to-door canvassing – Face-to-face interactions build trust faster than any other method.
- Referral programs – Offer a strong incentive ($500+ per referral) to turn existing customers into your marketing team.
- Social media ads – Run Facebook and Instagram ads targeting homeowners with high electric bills.
- Partnerships – Work with roofing companies, real estate agents, and HVAC contractors.
- Exclusive lead buying – Purchasing exclusive leads ensures higher close rates.
Why It Works: Reps who generate their own leads earn 3-5x more than those who wait for leads.
3. Qualifying Leads
Talking to unqualified leads wastes time. The best reps qualify aggressively.
Pre-Qualification Checklist
| Question | Importance |
| Do you own the home? | Renters don’t qualify—stop here. |
| What’s your average electric bill? | Under $100? Solar may not be cost-effective. |
| What’s your credit score? | Most financing requires 650+. |
| Are you planning to move soon? | If yes, they may not see the long-term benefits. |
| Are you the decision-maker? | If not, book a time when all decision-makers are present. |
Pro Tip: Only meet with highly qualified leads to maximize efficiency.
4. The Initial Consultation
The best reps listen more than they speak.
How to Run a Killer Solar Consultation
- Build rapport – Connect with the homeowner personally.
- Educate without overwhelming – Keep it simple: focus on savings, incentives, and home value.
- Ask questions that make them sell themselves:
- “If I could show you how to lower your electric bill by 80%, would that interest you?”
5. Designing the Solar System and Proposal
A compelling proposal makes the numbers clear and removes uncertainty.
How to Create a Winning Proposal
| Element | Purpose |
| Show real savings | Provide a detailed cost breakdown comparing their current electric costs vs. solar over time. |
| Highlight incentives | Federal Solar Tax Credit (30%), state rebates, and net metering benefits. |
| Customize the system | Tailor size, financing, and panel placement to their specific needs. |
6. Handling Objections and Closing the Sale
Common Objections & How to Overcome Them
| Objection | Response |
| “Solar is too expensive.” | “Over 25 years, you’re paying [$XX] for electricity. With solar, you’ll pay [$YY]. Which would you prefer?” |
| “I need to think about it.” | Identify the hesitation and address it directly. |
| “I heard solar doesn’t work.” | Show real customer examples and testimonials. |
7. Contract Signing and Paperwork
Many deals fall apart due to confusion about the contract.
- Walk them through the contract, line by line.
- Explain financing terms in simple language.
- Confirm installation timelines and next steps.
8. Post-Sale Process and Customer Satisfaction
A smooth post-sale experience ensures referrals, positive reviews, and long-term success.
Ensuring a Smooth Installation Process
- Confirm installation timeline.
- Explain the permitting process.
- Stay available for questions.
Customer Follow-Up and Referral Generation
- Check in after installation.
- Help with system activation.
- Request reviews and referrals.
Pro Tip: Great post-sale service leads to more referrals and a strong reputation in the market.
Final Thoughts
Mastering the solar sales process takes time, but the reps who follow these steps consistently close more deals and earn bigger commissions.
Want to fast-track your solar sales skills? Book a free strategy call with D2D Experts and start closing more solar deals today!
