Before we look at how to increase the sales for your solar installation business, it’s important to realize there are two important parts to your sales process.
Your final sales number are combined outcome of these two steps.
A typical sales funnel has four stages:Awareness >> Interest >> Consideration >> Sale
Your solar sales process must also go through these 4 stages. At each of these stages, a buyer gradually learns about your offering. At ‘awareness’ he has just discovered the most basic details of your solar PV offering.
Then over time he learns the value of solar energy, goes to your website and asks for pricing – going to the next ‘interested’ stage in the funnel.
When you provide a proposal to the buyer, he ‘considers’ it before the ‘actual sale’ can happen.
At all of thee stages, the buyer is looking for different information about your offering. Therefore how you manage this funnel directly determines how a prospective buyer will understand and perceive your offering.
That’s why it is important to create a sales process which provides due attention to each stage in the solar sales funnel.
Your final solar sales number for a quarter are directly proportional to –
In other words, you can increase your solar sales by either investing more in marketing and lead generation, or by improving the conversion rate of those leads with a more efficient sales process.
Now let’s look at how we can do both.
Tips to adding more leads to solar sales funnel.
Email marketing is a very cost effective channel to get new B2B leads. It is quite under utilized in the solar EPC industry. You can use cold email marketing tools, to reach more people and get better responses for your B2B email campaigns.
Maintain reach presence on platforms like – Google Maps, Google My Business. Keep you profile updated with photos, testimonials, contact details etc. Make it easier for prospects to find you and contact you.
List your business in local yellow pages or trade portals like Indiamart or JustDial etc.
Use Google Ads with geographic targeting. Target the people from your city, who are searching for solar PV or related solutions.
Use different social media channels depending on your target customers. LinkedIn is excellent for B2B lead generation. Whereas facebook allows you to target consumers in your area, with specific interests related to solar PV and renewable energy.
Use social media automation tools to post regularly on your LinkedIn and Facebook account. This helps to organically build up following for your company on social media channels.
But with all this focus on online lead generation, don’t ignore offline lead generation channels like – trade shows and partnerships with local contractors.
Here are a few more detailed tips for residential and commercial solar lead generation.
Solar sales tips to convert more leads.
There is a lot of effort involved in the solar sales process – doing site surveys, preliminary engineering, commercial discussions can take up a lot of time, straining your valuable sales resources.
Understandably, it is best to invest all those efforts very selectively. If a new lead in only interested in understanding high level benefits of solar PV, it would be a big waste of time to perform site survey and engineering design for him.
Therefore it is important to carefully screen your leads before putting them in the sales funnel.
There is a lot of competition in the solar installation business. It’s quite normal that a lead will speak with multiple installers before buying from someone.
Any delay in responding to a lead or sending proposal can result in losing him to the competition. Therefore it should be a KPI of your solar sales process to minimize the time gap between customer visit and proposal submission.
Quite often proposals get delayed because of communication gaps. In absence of a direct communication channel between sales and engineering teams, site survey reports are handed over to engineering after a time gap.
Correspondingly, subsequent engineering design and proposal submission get delayed.
Minimize this time gap with a site survey app to directly connect engineering and sales teams. Basically it should come with a mobile friendly site survey form which can be used from the field to send measurements to engineering team.
Use well designed educational content to drive your leads deeper in the sales funnel. At the marketing stage, give them articles and videos about economic and environmental benefits of solar PV.
If they are aware of the benefits and considering to buy, given them detailed comparison sheets of different panels, inverters available with you.
Your sales proposal format should also be simple enough to understand – so you don’t have to spend a lot of time in explaining them everything.
A typical solar sales process moves through different blocks –
Lead in CRM >> Site surveys >> Engineering Design >> Proposal >> Order
Information in all these blocks in managed in different silos – CRM, Engineering Document Management System, emails, site survey reports etc. These silos kill the efficiency of your sales process.
Prevent this loss of efficiency by connecting all the dots of your sales process. Use a workflow automation tool to connect your solar CRM with site survey app, documentation, emails etc.
In fact, one of the important features for a solar CRM should be connectivity with other tools. Fuzen provides a connected platform to track and manage your solar sales process. You can try it for free.
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