Educate Solar Prospects to Generate New Leads

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July 26, 2016 | By RGR Marketing Blog

Marketing Is Dead. Long Live Marketing!

Did you know that 91% of Americans support solar energy? According to a recent poll, 79% percent of those surveyed said the U.S. should put more emphasis on producing energy from the sun, and an additional 12% said the nation should continue to focus on solar at the same level it currently does.

That’s a lot of solar proponents. But if you’re struggling to sell solar, you might wonder why more of these eager prospects aren’t getting in touch with your business. Well, your marketing could be part of the problem.

When it comes to marketing anything, the old “sell, sell, sell!” paradigm is dead. Consumers have become increasingly wary of anyone trying to give them the hard sell. Think about it: how often do you actually read popups or banner ads?

So without traditional one-size-fits-all marketing campaigns, how are you supposed to persuade John and Jenny Q. Public to purchase your solar panels instead of buying from Company X? It’s simple: you have to make them feel like they’re choosing to do business with you of their own volition. And they will do just that if you educate them.

What Makes a Great Solar Educator?

Think back to your favorite high school teachers. What was it about them that made you look forward to attending their classes, even though you were an angsty teenager?

First, you knew that they actually cared about what they were teaching, or to put it another way, selling. Be it English Literature or Calculus, you could tell that they saw real value in the subjects they taught, and that they were passionate about passing their knowledge on to you.

Second, they knew their stuff. They’d spend many hours becoming authorities on the subjects they taught, and you could tell that they were genuine.

Third, they earned your trust. In their classes, voices were seldom raised. They didn’t have to make you sit down and pay attention. You did that on your own, because you trusted them to give you something worthwhile.

Become Your Solar Clients’ Favorite Teacher

As a solar installer, you should put educating potential clients high on your priority list.

You care about solar. You’re in the business because you’re passionate about solar energy. You’re confident in its capacity to help stem the tide of climate change and to create an entirely new energy paradigm from which (let’s be honest) you stand to profit handsomely.

You’re a solar authority. You know more about solar energy’s benefits than just about anyone. You’re out there on the front lines of the solar revolution, experiencing firsthand the life-changing potential of solar power.

Spread Your Solar Knowledge

So far, so good! Now, you just have to earn your potential clients’ trust, and the sales will take care of themselves.

You can do that by giving all that hard-won solar knowledge away. That might run contrary to your instinct if you’re accustomed to being compensated hourly for your time. Don’t worry. Your efforts will pay for themselves in a steady flow of eager prospects.

Create a Library of Solar Content

Make a list of the questions your solar customers ask most frequently. Write a concise, easy-to-understand answer for each of them. Don’t bury those answers in a hard-to-find FAQ section – they’re worth more than their weight in gold.

Instead, create an article, email newsletter, or downloadable PDF based on each. Each time a solar-related topic starts trending on Twitter, give your two cents in the form of a well-written and insightful blog post.

You’re the Expert!

Before too long, you’ll have established your reputation as a solar thought leader, and you’ll have all the material you’ll need to assemble a comprehensive guide to solar energy. However, a full guide might be “TLDR” for a potential customer who just wants one simple question answered.

Instead, break those topics up into easy-to-digest bites. Create a library of informative, succinct, and above all, engaging content designed to educate your potential clients. Make it available gratis via your solar business’s website and social media profiles.

All Carrot, No Stick

Set that all-encompassing solar guide aside as a reward for serious solar knowledge seekers, along with free expert solar assessments, invitations to exclusive events, and other enticing incentives.

In exchange you’ll ask for permission to start building a relationship with your future client. You’ll find that plenty of people are willing to trade their email address for expert advice, and due to your reputation and obvious expertise, you’ll certainly fit that criteria.

Follow Through

By the time a client signs up for your email newsletter, you can rest assured that:

A. They’re interested in going solar, and B. They know and trust your company

When you finally do make these prospects an enticing solar offer, most of the selling will already be done. All that’s left is to iron out the details and install the system. Happy selling!

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Marketing Is Dead. Long Live Marketing!

What Makes a Great Solar Educator?

Become Your Solar Clients’ Favorite Teacher

Spread Your Solar Knowledge

Create a Library of Solar Content

You’re the Expert!

All Carrot, No Stick

Follow Through

Start making more
money today!

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Contact Us

Marketing Is Dead. Long Live Marketing!

What Makes a Great Solar Educator?

Become Your Solar Clients’ Favorite Teacher

Spread Your Solar Knowledge

Create a Library of Solar Content

You’re the Expert!

All Carrot, No Stick

Follow Through

Start making more money today!

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