Don’t underestimate the preparation needed to be a successful solar salesperson. After years of running solar workshops, I confused my ability to convey information effectively with the ability to recruit customers and get contracts signed. Educating potential customers is one strategy for recruiting sales leads, but real salespeople know how to efficiently convert those “general interest” workshop participants into actual contracts.
If you’re planning on embarking on a solar sales career, remember that solar sales is sales first, solar second. If this is your first time selling, you have three objectives:
1. Learn about the art and the science of selling. Lots of people do it, few do it really well. There are a gazillion free online resources about the art of sales. You can also ask experienced solar salespeople how and where they learned. Many have no formal training and are just naturals, others are relying on hot markets with lots of demand (e.g., the phones are ringing off the hook).
Be sure to define your customer base. Are you focused on high-end residential, small commercial or the nonprofit sector? Use FindSolar.com to assess the economic and environmental propositions for various customer types.
2. Learn the technology and economics of solar. It’s vital to understand the equipment you’re selling and your customers’ motivations. Some good ways to get started learning about solar:
• If you haven’t yet, get signed up for a solar install class (at least a two-day, hands-on course).
• Volunteer as much as possible. Get involved with your local American Solar Energy Society or Sierra Club chapter (access ases.org/chapters for a list of ASES chapters). Working on the ASES National Solar Tour (ases.org/tour) is particularly useful. As a volunteer you will be working with and helping potential customers directly, as well as seeing what installers have to offer.
• Attend as many free public workshops on solar energy and energy efficiency as you can. Your utility will often offer free energy-related courses. In California the larger utilities offer a tool lending program, allowing customers to borrow a Pathfinder or SunEye to practice shade analysis. Once you’re confident in your knowledge about a photovoltaic or solar water-heating project, run your own “Solar 101” course for your neighbors at the local library.
3. Research and network with potential employers. Develop a network of building professionals who will happily refer their customers’ solar-related questions to you. Practice providing value to those callers, without wasting time.
The bottom line: As you learn about how solar works, don’t underestimate the skills needed to be a successful salesperson. To land a salaried sales position you’ll want to network in the solar industry and begin understanding the business. Build relationships, share information when you can and be ready for the call when the right job comes along. If you are motivated by the idea of doing something positive for our collective future, and solar technology “floats your boat,” the right job is out there for you.
