Green Mechanical Contractor

SOLAR INSTALLERS: HOW YOUR
CUSTOMER WANTS TO BE TREATED.

MAL or Solar PV is a major investment for every customer, and it has to be customized for every application and budget. It doesn’t matter if you sell small pre-packaged systems or custom-made complex all-in-one solutions; the benefits have to be discussed with the customer in detail. That is where your customers will expect your technical and overall knowledge of the rebate process, building codes, homeowner’s association restrictions, and financing options to be superior. Besides, it is a long-term investment, and they are expecting the system to produce for at least 25 years. That’s why they want to establish a solid relationship with you — an installer.

But unless you are an order taker, the way you handle a prospect will determine how often you get the order.

Here is what your customer is expecting from you:

•;Just;give;him;the;facts.;He;doesn’t want a long, protracted spiel. After you get to know him a little, get to the point.

•;Tell;him;the;truth,;and;don’t;use the word honestly. It makes him nervous. If you say something they doubt or know not to be true, you are out.

•;Give;him;a;good;reason;why;solar is perfect for him. If he needs what you are selling, he needs to understand how he will benefit from buying it. Besides environmental stewardship, help him calculate the financial value of the solar energy system he is buying.

loyal customer. Show him some proof. He is more likely to buy if you can prove what you say. Show him a list of as many of your installations as possible and let him go see them to reinforce his confidence or confirm his decision.

•;Tell;him;and;show;him;how;you will serve him after you sell him. He has bought a lot of empty promises in the past.

•;Tell;him;and;show;him;that;the price is fair. He wants reassurance the price he is paying is fair for what he is buying. Make him feel like he is getting a deal. Anyone can sell solar panels. A company that will stand by its product and services will ensure the buyer realizes the fruits of his investment. Make him understand that the best warranty and service may cost more up front, but they can save him money in the long run.

•;Show;him;the;best;way;to;pay. If he can’t afford to pay, give him alternatives. Instead of a down payment, offer him financing. It may give your company some solid cash flow.

•;Give;him;a;choice;and;let;him decide, but make a consultive recommendation. Remind him if he is going to have three different proposals, that just focusing on how much solar he will get for his dollar can be a mistake. Tell him what you would do if it was your money.

•;Don’t;argue;with;him,;even;if;he is wrong. You may win the argument, but lose the sale.

•;Don’t;tell;him;negative;things. He wants everything to be great. Give him an example: a savings account might pay 2% interest, and a stock market

investment brings about 8%. The return on investment for solar can be better than that! Make the case!

•;Don’t;tell;him;what;he;has;bought or did is wrong. He wants to feel smart and good about what he did. Be tactful if he goofed.

•;Listen;to;him;when;he;talks.;He;is trying to tell you what he wants to buy. Shut up and listen.

•;Make;him;feel;special.;He;is;going to spend his money; he wants to feel good about it. Ask him if he knows that according to realtors, a home’s value will increase $20,000 for every $1,000 reduction in annual operating costs from energy efficiency.

•;Be;sincere.;He;can;smell;if;you are being phony just to get his money.

•;Help;him;buy;—;don’t;be;pushy. Your customer has the crucial weapon against your pushing — he can just say no.

•;Deliver;what;you;promised;him;— when you say you will. If he gives you his business and you disappoint him, it’s unlikely he will do business with you again.

•;Make;him;laugh.;Put;him;in;a good mood, and he will more likely sign your contract.

Viktor Tchernikov, President, Solarnetix Inc., graduated from Belarus State Technical University in 1987 with a Bachelors Degree in Electrical Engineering. He first got involved with solar in Germany in 1991. In 2000 Viktor moved to Canada and founded Solarnetix Inc. Solarnetix is a member of the Radiant Panel Association, American Solar Energy Society and Canadian Solar Industry Association.