6 Secrets for Building a Successful Commercial Solar Sales Team
Apr 25, 2024
In the dynamic world of solar energy, building a successful solar sales team can be a daunting task. With factors like low margins, rapidly evolving solar technology, and a limited pool of experienced solar sales professionals, it's essential to equip your team with the right strategies to thrive in the competitive landscape. Drawing from our experience of growing a startup into a top national commercial solar provider, here are six key secrets behind building a high-performing commercial solar sales team.
1. Tailor Your Sales Process to Solar Specifics
A generic sales process won't cut it in the commercial solar industry. Tailor your approach to address the unique intricacies of selling solar energy solutions. Start with a baseline sales process and customize every interaction to align with the intricacies of the solar industry. Emphasize objection handling throughout the customer journey, as addressing concerns is crucial in building trust and closing deals. Keep the customer's perspective at the forefront of your process, recognizing that solar installations are often important but not urgent. Regularly measure progress to ensure your team is on track, especially considering the wide variety of commercial customers they may encounter.
2. Develop a Non-Product Competitive Advantage
In a market where product offerings often appear similar, focus on building a non-product competitive advantage. This could include factors like balance sheet strength, after-sales service, or innovative finance models. Clearly communicate your competitive advantage to potential customers and be prepared to evolve it regularly to stay ahead of the competition in the commercial solar market.
3. Prioritize Relationship Building Beyond Customer Interactions
Effective sales teams understand the importance of building relationships even when they're not in front of customers. Implement a robust solar lead generation program with multiple sequences for nurturing leads. After providing quotes, double down on nurturing efforts to guide prospects towards closing. Utilize various communication modalities, such as video, to engage with prospects effectively. Additionally, ensure consistent branding across your organization, recognizing that purchasing decisions often involve multiple stakeholders with varying levels of influence.
4. Embrace Technology to Enhance Engagement
Technology plays a vital role in engaging customers throughout unpredictable deal cycles. Equip your solar sales team with tools and platforms that facilitate communication and streamline processes. Leverage latest sales technology to provide personalized experiences and address customer needs effectively. Explore the latest tech trends and incorporate them into your sales strategies to stay ahead of the curve.
5. Foster Diversity and Specialization Within Your Team
Diverse teams with specialized skills are better equipped to cater to the varied needs of commercial solar customers. Embrace diversity in terms of industry knowledge, experience levels, and selling skills within your sales team. Encourage collaboration and knowledge sharing among team members to leverage their collective expertise. By bringing together a diverse range of skills, you can provide value to a broader range of customers and industries.
6. Reduce Closing Obstacles by Lowering Risk
In an industry where perceived risk can deter decision-making, implement strategies to lower barriers to closing deals. Consider adopting a staged closing approach, where customers can commit to smaller steps before making a final decision. This incremental approach reduces perceived risk and encourages prospects to move forward with confidence. Explore innovative closing techniques tailored to the unique dynamics of the solar industry to facilitate smoother deal closures.
In conclusion, building a successful commercial solar sales team requires a combination of industry-specific knowledge, strategic planning, and effective execution. By implementing these six secrets, you can manage your sales team to navigate the challenges of the solar market successfully. Stay adaptable, embrace innovation, and prioritize customer relationships to drive sustained growth and success in the competitive world of solar energy sales.
Eager for more insights?
I've got so much more to share with you on the Stronger Sales Teams Podcast – with new episodes dropping weekly, listen in today!
About the Author
Hi, I’m Ben
I’m a builder of incredible sales teams, trainer, coach and an avid believer that the best sales leaders are constantly sharpening their tools to achieve an ‘edge’.
