Customer acquisition can be one of the biggest headaches for solar companies, which is why companies often use lead buying as an avenue to find new clients.
But buying a lead doesn’t always guarantee a sale. Your company must adopt certain strategies to increase conversion rates to maximize solar sales. What you put into a lead is what you get out of it.
Here are some of the top skills and tactics to master to increase your sales conversion rates from solar leads, according to our team of sales experts.
1. Contact the consumer quickly
As a contractor, it is crucial to contact potential buyers quickly and efficiently. By quickly, we mean within minutes of receiving the lead. The sooner you get in touch with a prospective buyer, the better. If someone is actively searching for solar, they are more likely to be open to discussing it at the moment they are searching, not a day later.
It is also important to be the first company to speak with the customer. If you are the second, third, or fourth call they receive, you risk missing them, losing interest, or starting the process with another company. Even if you purchase exclusive leads, which are sold to just one installer, the customer may have already provided their information to another lead generator.
While your business may not have the resources to employ an entire call center, you can invest in automated CRMs or dialing systems to streamline the follow-up process. If you neglect to make your follow-up process more efficient, your competitors will, and you risk falling behind.
2. Communicate effectively
It's important to remember that you’re probably dealing with a homeowner who isn’t completely convinced about investing in solar energy. You should adjust your communication style accordingly to make them feel at ease.
When you first contact the customer, try to keep it brief and straightforward. Focus on your objective and avoid getting sidetracked. Your goal is to ensure that the conversation goes smoothly.
We have found that acknowledging customers' concerns and addressing them with reassurance can be highly effective, especially during initial contact. If they have had a negative experience with other companies or are hesitant about making such a significant investment, you can validate their concerns and emphasize how your company can assist them.
This type of communication can go a long way in establishing trust between you and potential customers.
See how much your business can make with high-quality solar leads
3. Be persistent
Going solar is a big decision that requires careful thought and planning, so a homeowner might not immediately contact you. This is where patience and persistence come into play.
If you don’t reach a customer immediately, do not get discouraged. It’s standard practice to make multiple attempts to contact a lead, and it’s optimal to call a customer upwards of six times to reach them.
There is a fine line between being persistent with your leads and overwhelming them. To avoid bombarding your leads, try spreading out your call times, considering other communication channels, and avoiding multiple simultaneous contact attempts.
4. Diversify your communication and re-engage customers
This skill can complement persistence. Instead of relying solely on phone calls, it's a good idea to diversify your outreach strategies to engage the lead better.
You can keep the consumers updated by sending marketing materials and newsletters, thanking them through emails or texts, and encouraging them to follow you on social media platforms like LinkedIn, Instagram, and Facebook. These strategies can effectively keep them engaged with your business without feeling like they’re getting spammed.
For example, sending an email highlighting a utility incentive or local industry news could be enough to pique someone’s interest and have them reach out again. We’ve seen some leads convert up to two years after initial contact, so re-engagement is crucial. Don’t underestimate its power!
5. Stay up to date on solar industry news
As a solar provider, your customers expect you to be the expert and have answers to all their questions. Research and stay up-to-date on the latest trends in the residential solar industry to showcase your knowledge and build trust.
Be ready to provide information on available incentive programs in your area, solar financing options, rebates, and other relevant details to help your customers make informed decisions.
6. Choose your lead sources carefully
The quality of your solar leads plays a major role in the success rate of your sales conversion. Buying low-quality leads from an unreliable source can lead to failure even before you start contacting the lead.
To avoid such a situation, it is recommended to choose a reputable vendor who generates and sells its own leads. Although it may cost you more upfront, high-quality leads are more likely to turn into sales. Our advice is to research the lead generator thoroughly, check their online presence on search engines like Google, and inquire about their quality assurance process from their sales representatives.
It is also wise to avoid buying leads from aggregator companies as they purchase cheap leads from others and resell them to you. The vetting process for these leads isn't as strict as it is for companies selling their own leads. Moreover, customers may get confused if they provide their information on one website but receive a call from a company claiming they found them through a different website.
Why should you work with SolarReviews?
SolarReviews emulates three core values when working with our partners: trust, expertise, and privacy. Our goal is to help grow your business with integrity.
We are confident that our solar leads are the best in the business. Our in-house quality assurance team carefully vets every lead that comes through our website to ensure they are of the best quality for your business. We also highly value the consumer's privacy, building trust, and increasing lead quality.
When you partner with us, we connect you with dedicated account managers who can help you nurture your leads so you can reach the highest level of success. SolarReviews has built strong relationships with our clients for over a decade and has helped plenty of companies grow their businesses and flourish.
“With SolarReviews, it’s not about transactional relationships, but rather building your reputation long-term. When our company receives interest through SolarReviews, we know that the customer has read our ratings and reviews, compared them to other installers, and has a genuine interest in doing business with us.”
- Renova Solar; Palm Desert, CA
Discover more reasons why some of our trusted partners decided to work with SolarReviews on our testimonial page, or sign up for a demo with a member of our sales team.
Jamie is a Content Writer and researcher at SolarReviews. A recent graduate of La Salle University in Philadelphia, Jamie earned her B.S. in communications with a concentration in journalism, mass media, and public relations. Jamie has previously worked at a marketing company where she had the opportunity to highlight and promote small business owners through long-form stories and interviews. With a deep-rooted passion for creativity, Jamie stri...
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