Commercial solar sales, unspoken concerns and USP's

Monday, October 11, 2021
Veli Markovic

Your point of difference as a company 

When presenting a commercial solar product or service you must stand out as the customer will be asking the following questions out aloud or in their heads:

  • Why you?
  • What makes your company different?
  • Why is your offer a unique and valuable proposition?

Sales presentation: USP!!

You must have a unique selling proposition:

  • The product or service that can solve their problem
  • Create a compelling event 
  • This is the thing that forces your prospect to realize they need to kick off a project immediately.

Your point of difference as a company 

You must have a story to tell but don’t go on for too long!

Remember it’s not all about you or your company!

This is an incredibly important point. You need to establish:

  • Credibility 
  • Reliability 
  • Trust
  • Confidence but .  .  .  .  .

Sales presentation: make it relevant 

Don’t use a generic presentation:

  • Any discussion of your product and service must be adapted to each person
  • Modify it to include specific points unique to that customer
  • Solve their specific problem
  • Ask probing questions before you start talking about the company
  • Allow the customer to talk!!!

Create a connection between the products and the customer and get to the point.

Learn how to make your key points quickly and don’t talk yourself out of a sale, don’t waffle on.

Sales presentation: Act like you are alive!

  • Demonstrate enthusiasm and energy
  • A bit of showmanship is a good thing, but not too much!
  • Have to truly believe in the solar product you are selling
  • Have an adequate knowledge base

People over-value the benefits of what they have versus what they're missing and it’s not enough for a new product simply to be better and unless the perceived gains far outweigh the losses, customers will not adopt it.

You have to influence their perception!

Unspoken concerns

Dangerous to the sales process and usually get voiced right after you leave the room.

You have to be  proactive and  raise them yourself and answer them straight on.

Don’t talk about possible structural upgrade costs or any other unforeseen costs as this creates doubt!

Unspoken concerns; some examples

“Are you going to take forever”

Explain the process simply and assure the customer of the timeline of the project.

“Is all this solar production, energy savings made up numbers?”

Show the customer the modelling and other examples of similar businesses that have benefited from solar.

“Can I get a better price from someone else?”

“Why not wait a year because prices will go down”

Every year you don’t have solar means another year of more electricity expenditure and rebates may change( F.O.M.O.) fear of missing out.

“Do you genuinely have the expertise to do this right?

Establish credibility, show past works, testimonials etc.


With commercial solar sales establishing credibility early on, addressing unspoken concerns and allowing the customer to tell their story is key to success. In further presentations we will be looking at the power of graphics and the psychology of selling.

If you’d like to see what Greenwood Solutions get up to in the real world of renewable energy, solar, battery storage and grid protection check out our industry and commercial pages:

About the author

Veli Markovic

CEC Designer
Veli has nearly two decades of experience in the renewable industry. He is passionate about providing people with valuable education and is highly regarded throughout the industry as an educator and operator.
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