The Five Things That Worry Solar Customers Most

Adoption of solar power is not (just) about a vendor promising to install panels on your roof that generate electricity. Ninety percent of the problem resides in the mix of tangible and intangible factors that actually convince people to buy, delay buying, or not buy at all.  (Notice that two out of the three outcomes are negative as far as the solar vendor is concerned.) This article is about those factors that worry solar customers most.

The main risks that cause solar customers to worry include the following five items, any two or three of which (and sometimes only one) are sufficient to make the customer baulk temporarily or indefinitely.  And make no mistake...these risks pertain even when customers clearly grasp the promise and the limitations of solar electric power, which is not always the case.  

Risk 1: Who are you, and how do we know you’ll still be in business in a year from now?

This two-part question is based on different but connected factors: (A) If you are a newcomer to the solar industry, why should the customer regard you as a credible provider and, (B) whether you are a start-up or an established company new to the solar industry, why should customers take you seriously?  After all, solar companies seem to be at the mercy of public and governmental policy, and that is changing all the time.  Plus even really big companies like BP are capable of making really big mistakes.

Risk 2: Which households/companies in my neighborhood/industry use your product or service with positive results?

This doubt arises because vendors frequently abuse their right to poetic license and misinform prospective customers (or investors, or business partners, etc) about the actual size and nature of their installed base.  They might for example claim that customer X has made a commitment to their service when they have only signed up for, say, one system on a pilot basis; or they try to equate successful use with positive financial results.

Risk 3: How difficult are solar panels to install and maintain?

This is a place where the classic solar mindset causes a problem, to the detriment of the solar supplier.  The solar evangelists who work for or manage solar companies see this question from the viewpoint of one who is: (a) technically inclined to begin with, (b) fascinated by their own product, and (c) more familiar with it than anyone else – all three conditions which are not necessarily conducive to a successful dialogue with the customer.

Risk 4: How will solar change the way I work or live?

Solar forces a change in behavior during the purchase process AND with ongoing product usage.  Many solar projects start with an emphasis on energy efficiency in order to maximize payback. Rather than simply calculate the customer's current energy usage, and then provide enough PV to meet it, solar vendors must "teach" the customer to reduce energy consumption first…so less PV is required. Ongoing energy efficiency changes the way people live, and they need to know that.

Risk 5: What proof do you have that I/we can achieve the results you promise?

No vendor can be expected to provide guaranteed proof that a solar installation will deliver a specific amount of savings, but they can describe the typical results and work to enhance the chances of success.

In the end what matters most is that you recognize the potential concerns felt by your prospect, ask for their help to find out the ones that are bugging them most, and then set out to address each concern in a business-like manner.  What is not forgivable is to oversimplify these factors that prevent adoption, or ignore what is on your prospect’s mind. 

And remember, in the majority of cases, the customer worries most about things other than the product.

 

Warren Schirtzinger advises solar companies on how to: differentiate their products, grow during an industry shakeout or consolidation, and thrive without government subsidies. He has authored articles as a "Renewable Energy Insider" on RenewableEnergyWorld.com and writes about marketing strategies on the solar strategies blog.  Contact him via e-mail (warren["at"]solar-strategies.com) or follow him on Twitter @SolarStrategies.