Closing sales are like walking on a tightrope. You have to find that incredibly critical balance that you get your point across without shoving it down your client’s throat. And there’s no one foolproof approach because people are different.
Just like offering any product or service, convincing prospects to buy a solar PV system is a daunting process. It IS marketable (we’ve seen growth in the last few years); it’s just that the act of selling is already challenging and we are in an industry that the world is only beginning to grasp and appreciate fully. This challenge is, fortunately, something we can do something about.
If we can modify our method and try an approach that rings positively to the client’s logic and emotion without making them feel they are being harassed or manipulated, then we can succeed. How are we going to sell more solar panels then without sounding too much like we’re selling?
- Sell More Than Just the Price (Instead: Promote Value and Service)
The cost of solar PV panel systems has decreased by about 20% in 2016. Despite the incentives and rebates, many people still find them expensive, and that’s because they’re focusing on the price.
How about we justify the cost?
Of course, everyone knows that the more efficient the system, the pricier it would be. However, we sometimes forget other considerations that also dictate the price. Let the clients appreciate the maintenance service (among your other offerings) that go along with the system. Let them know that the installers who will enter their homes have received training and got the certification to prove it.
There will be someone with a cheaper offer than you, but if your client knows the value he’s getting for your price, then it’s more likely you’ll be his choice.
- Sell More Than Just the Product (Instead: Promote Honest Benefits)
Imagine generating electricity at your own home! But a solar PV panel system isn’t just a tech trend. The features are great, but what does it indeed do? How will it affect you, the community, and the world?
Tell them honestly that it would take a few years before the solar PV panel system pays for itself, but that’s because it is an investment that not only will reduce their monthly bill, but will also increase the value of their properties.
Then remind them of the environmental impact without blowing things out of proportion. Their conversion to solar energy is not a giant leap, but a single step, and it is an act of positive change just the same.
Appeal to their monetary and material concerns, but also tap into their altruistic tendencies. When both heart and mind are touched, it can spur them to make a solid decision.
- Sell More Than Just Selling (Instead: Offer Understanding)
Don’t just make the clients listen. Let them talk as much as they want. Most importantly, listen to them.
Getting acquainted with the system is intimidating enough, and the average homeowner has to deal with his or her fears and points of confusion. Too much detail or information can confuse them further. With all the technical terms and the math, it’s easy to lose not only the client’s attention but also their confidence. They’ll think we’re hiding traps behind all the mumbo jumbo. Simplify to make them understand more easily.
Let the client discuss. Let them ask ‘stupid’ questions. When you see where their true concerns lie, you’ll have a better grasp of how to approach and convince them. Some people care more about the costs while others worry about the panels reducing the market value of their house. They walk side by side with you in this approach, and not reeling backward because you’re pushing them up against a wall.
“Sales talk” itself is often negatively connotated. It’s heavily associated with scary words: aggressive, sneaky, pushy. In our passion (and desperation), even us experienced entrepreneurs who should know better sometimes forget ourselves and end up driving prospects into a corner–making them respond defensively.
Let’s not get too impatient to sell; instead, let us present the facts. Let’s not tell them it is to their advantage–it is, there’s no doubt about that–but rather, let them come to that conclusion on their own.
We’re just convincing them to convince themselves, and then they become their very own salesman.