Conversation VS Presentation
In sales if you are presenting to a customer you are typically talking at the customer. If you’re engaging in a conversation with the customer you’re talking with the customer. As a setter you want to live in that conversation zone. Most of the time when customers say no, it’s not because they’re truly not interested in saving money, it’s because they aren’t listening to what you’re actually saying. Having a conversation with the customer makes the setting more comfortable which allows the customer to lower their guard and truly open up and most importantly listen to and hear what the whole offer is.
The following are examples of what key elements of conversation vs presentations are-
Conversation in Sales:
- Focus on building rapport and understanding the customer's needs and preferences.
- Use open-ended questions to encourage a two-way dialogue and uncover key information.
- Listen actively and show genuine interest in the customer's concerns and challenges.
- Share relevant stories or examples to illustrate how your product or service can address the customer's specific needs.
- Maintain a friendly and relaxed tone to create a comfortable and engaging atmosphere.
- Highlight key features and benefits of your product or service in a clear and structured manner.
- Use visuals, slides, or other tools to support your points and explain complex concepts.
- Emphasize the value proposition and unique selling points of your offering.
- Provide data or statistics to back up your claims and build credibility.
- Engage the audience by asking rhetorical questions, using persuasive language, and maintaining a confident and professional demeanor.
Presentation in Sales:
- Talking non stop to the customer without breaking up the conversation with questions and soft closes.
- Lack of eye contact.
- Standing like a rock and not moving throughout the entire pitch.
- Talking over the customer when they have a statement or questions.
- Have a monotone voice that does not fluctuate. Having a “pitch voice.”
As you seek to perfect the art of conversation keep the following in mind:
- Memorize the pitch- this allows you to relax and not worry “What am I going to say next?”
- Ask Questions- a good rule of thumb is to ask at least one question during each step of the setting process.
- Slow down and listen.
Product Knowledge
Understanding the main solar terminology will help you better understand what you’re talking about and present yourself as a figure of authority when speaking to homeowners. You don’t need to understand everything inside and out like an electrical engineer would, but there are a handful of terms that are important to understand.
- Watt/Kilowatt: Watts are a unit of measurement for power, we often refer to the term kilowatt which is 1,000 watts.
- kWh (kilowatt hour): a kWh or kilowatt hour is a unit of measurement for energy, meaning the amount of power (watts or kilowatts) required over a certain period of time. For example: A 10 kW system can generate 10kWh if the array gets full sun for one hour.
- PV (photovoltaic): Most solar panels are PV meaning they are photovoltaic. This means they are made up of solar cells that convert sunlight into electricity.
- ITC (Investment Tax Credit): The ITC is an investment tax credit that is offered by the federal government for anyone that purchases a solar system. The current ITC is 30%, meaning that 30% of the gross cost of the system can be claimed in the form of a tax credit on the owners taxable income.
- TPO (third party ownership): TPO is a commonly used term to describe a solar system that is not owned directly by the homeowner. This typically refers to either a lease or a PPA (power purchase agreement).
- PPA (power purchase agreement): A PPA is a power purchase agreement. Rather than leasing the equipment, the homeowner is agreeing to purchase the electricity produced from their system for a set price per kwh (kilowatt hour). For example: If a homeowner signs a PPA that generates 12,000 kwh per year and their agreement rate is .18 per kwh, this would mean the homeowner is paying $2,160 per year or $180 per month for this system. Because the system is not owned by the homeowner, they would not be eligible to receive the ITC, because this can only be claimed by the purchaser of the system. So the ITC would go to the finance company that owns the system, which results in a discounted monthly rate for the homeowner.
- Lease: A lease is an agreement where the homeowner is paying a set monthly rate to lease their solar system equipment rather than purchasing the system. Because the system is not owned by the homeowner, they would not be eligible to receive the ITC, because this can only be claimed by the purchaser of the system. So the ITC would go to the finance company that owns the system, this often results in a discounted monthly rate for the homeowner.
- Purchase: There are two ways a homeowner can purchase a solar system. They can pay cash, or finance the system, in either scenario they would be eligible to receive the ITC since they’re the owner of the system. Financing the system means they will pay monthly installments for 5-30 years until the balance is paid and the system is owned outright. Financing involves interest rates as well as a dealer fee (origination fee) in their agreement.
- DC/AC: DC (direct current) is the electric current produced by solar panels. Thanks to inverters we can invert the DC into AC (alternating current) power which is usable for the household. AC power is sometimes referred to as “usable electricity” since that’s what is used to power everything in our homes.
- String inverter: A string inverter is an inverter that takes multiple strings of panels that connect to a singular inverter to invert the electricity from DC (direct current) to AC (alternating current). SolarEdge Inverters use an optimizer on each panel that allows for the highest efficiency.
- Micro inverter: A micro inverter is a device that connects to a singular panel to invert the electricity from DC (direct current) to AC (alternating current). A micro inverter controls the output of a single panel, and offers direct visibility on the monitoring app of every single panel and micro inverter.
- Black on Black: A commonly used term to describe the aesthetics of a solar system is black on black, meaning the entire module is black. There are no silver frames or visible silver lines in the modules. Most homeowners prefer this type of module from an aesthetic perspective.
- Net Metering: Net metering is a billing mechanism that credits solar energy system owners for the electricity they add to the grid. For example, if a residential customer has a PV system on their roof, it may generate more electricity than the home uses during daylight hours. If the home is net-metered, the electricity meter will run backwards to provide a credit against what electricity is consumed at night or other periods when the home's electricity use exceeds the system's output. Customers are only billed for their "net" energy use.
- Module: A single PV panel made up of solar cells.
- Battery: A solar battery is a device that you can add to your solar power system to store the excess electricity generated by your solar panels. You can then use that stored energy to power your home at times when your solar panels don't generate enough electricity, including nights, cloudy days, and during power outages.
How to Deal with Reschedules
When unexpected circumstances arise and a homeowner needs to reschedule, it's essential to take control of the situation and inform them that our specialists have limited availability due to high demand. Of course, we understand that emergencies can happen, and we're happy to accommodate rescheduling in these cases. However, we want to stress the importance of prioritizing the appointment to avoid any further delays.
When rescheduling for a future date, it's essential to confirm the appointment over the phone to ensure the homeowner is committed to the meeting. During the call, it's a good idea to reinforce the many benefits of solar energy, such as cost savings, tax credits, and increased home value. By doing this, we can solidify their interest and guarantee their attendance.
Unfortunately, there may be instances where a customer goes silent or "ghosts" us. In such cases, we suggest making a personal visit to their home to see if we can identify any underlying issues preventing them from proceeding. Often, a spouse may be involved in the decision-making process, so it's advantageous to speak to both parties at the same time. By taking this approach, we can address any concerns and potentially move forward with the appointment on the spot.
Canceled appointments are an inevitable aspect of the sales industry, and it's something we all must face. It can be discouraging when a customer who had the potential for a large system or significant savings cancels, but it's important not to get disheartened. Remember that the ups and downs of sales are all part of the "solar coaster," and it's essential to stay motivated and focused on our goals.
Our brains are wired to seek instant gratification, and the disappointment of a cancellation can sometimes make us question our approach. However, it's important not to fall into the trap of avoiding knocking altogether. With hundreds of thousands of homes still untapped for solar energy, and millions of dollars to be paid out in commissions to sales reps across the nation, it's crucial to keep pursuing new leads and opportunities. Don't let a few cancellations deter you from claiming your share of success in this exciting industry.
Preemptively Overcoming Concerns
One of the best ways to overcome objections is by addressing them in your presentation before they’re even brought up. This is something referred to as the “8-Mile” named after the movie 8 mile. If you’ve ever seen the infamous rap battle between eminem and the rapper named clarence, eminem talks about all of the things the opposing rapper could use against him. By doing this he takes all the control back. In sales it’s important we do the same, by bringing up and addressing the most common objections before the potential customer can, we take control over the sale and eliminate the potential onslaught of objections.
Sales Rep: Now the most common concerns homeowners have before going solar are what if I move, what if my roof is damaged and how much does it cost. If you move you can simply transfer the same discounted rate to the new homeowner, we offer a full workmanship warranty so if anything happens to your roof from the panels we take care of it at no charge, and lastly there’s no money out of pocket whatsoever. You’re simply redirecting the money you’re already spending on renting power from the utility into a cheaper fixed rate that goes towards owning your power. Does that make sense?
Customer: Makes sense.
Sales Rep: Okay great, now which side of the home is your electrical meter on?
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