Historically, the solar industry has often treated training as a quick, high-volume process. New salespeople are brought in off the street, given a brief one- to two-week crash course, and then pushed into the field to sell solar as quickly as possible. This raises important questions: What impact has this had on the industry? What kind of environment has it created within solar sales organizations? Has this practice fostered opportunities for career development, or has it perpetuated a “sink or swim” culture?
In my experience, there are four main types of solar salespeople and sales leaders:
1. The Sales Professional
2. The Sales Professional Hopeful
3. The Solar Bro
3. The Solar Bro Hopeful
The “solar bro” focus primarily on numbers. You rarely hear them discussing the environmental impact of their work or the positive influence it has on customers’ lives. In contrast, the true sales professional understands the broader implications of their work. They advocate for their clients, ensuring that the solutions they recommend genuinely benefit homeowners rather than simply lining their own pockets.
The Solar Bro, meanwhile, often boasts about making $20,000 to $40,000 in a month through rapid sales. Yet, when it comes time to finalize designs,or have challenging conversations with customers these salespeople may prioritize their commissions over the best interests of the homeowner. If changes are needed to better serve the client, the Solar Bro often pushes for solutions that maximize their revenue, regardless of the consequences for the homeowner.
The true sales professional recognizes that success is not about making a month’s commission from a handful of clients. Their commitment is to do the right thing every time, embracing a code of honor that guides their actions. Unfortunately, these professionals often feel out of place in a solar sales environment that values aggressive tactics over integrity. With the right support and culture, they could be the driving force that propels the industry forward.
To thrive, solar organizations must actively seek and nurture a diverse talent pool, creating an inclusive environment where individuals can grow and succeed. This diversity brings fresh perspectives, innovative ideas, and a stronger commitment to customer service. Organizations that prioritize this approach will be better equipped to adapt to market changes and meet the evolving needs of consumers.
We find ourselves at a crossroads: Do we want the solar industry to follow in the footsteps of used car or copier sales, becoming commoditized and losing consumer trust? If we don’t address these issues, potential customers may struggle to find credible information, leading to doubt about the intentions of sales professionals.
Today’s consumers have access to more information than ever before, and this trend will only accelerate. This presents both opportunities and challenges for the solar industry. Solar sales leaders must confront a critical question: Is your solar organization helping or hurting the industry? Are you fostering an environment that supports ethical practices and the development of skilled professionals, or are you clinging to outdated tactics that drive away potential talent?
Yes, we are at a crossroads. The future of solar sales hinges on whether we can evolve into a trusted profession. Will we be seen as advisors who help homeowners make informed decisions, fostering a reputation that leads to increased referrals and loyalty? Or will we allow the industry to descend into a realm of distrust and skepticism?
For the sake of the industry’s integrity and growth, it is essential that we cultivate an environment that values ethical practices and prioritizes the needs of the customer. By doing so, we can ensure that solar sales professionals are respected as trusted advisors, not merely salespeople chasing numbers. For more insights on fostering a culture of excellence in solar sales, visit https://illuminate-sales.com.
