Here’s an amazing truth that you probably already know: getting solar energy leads to actually switch over to renewable energy is the hardest challenge you’ll ever face as a solar energy business/company.
The reasons for this reluctance are as many as they are varied; inspired by a plethora of factors/reasons.
8 Reasons Why Solar Energy Leads Exhibit Reluctance Transiting To Solar
The following are the reasons why solar energy leads exhibit reluctance when it comes to switching over from the traditional grid to clean, renewable energy:
- Fear of solar energy and how it works.
- Overall initial cost of installing solar energy.
- Acute misunderstanding of solar energy and how this form of energy really works.
- Previous (bad) experience(s) with shabby/sub-standard solar energy products/installations.
- Reliability and sustainability concerns.
- Ignorance of law that actually encourage solar energy/presence of anti-solar laws.
- Steady & reliable power from the grid.
- (Relatively) inexpensive power bills.
These are the 8 biggest issues holding back your leads back from patronizing you and enjoying renewable energy themselves.
The good news however is that, with a little thought and some action, you can brilliantly allay these fears and concerns.
If you need ideas (or inspiration) about this, the rest of this post is for you:
1. Blog About The Solar Life
Most of your solar energy prospects/leads have no idea what it means to have clean energy, free from the sun on demand.
They have no idea what it means to wake up with power (on demand) and to go to bed with enough power to last the night and importantly, be perfectly certain that whether there is a storm or another natural disaster, power will not be a challenge.
For such leads and prospects, it is your job as a smart solar energy business or company to update them – with practical examples, pictures and videos (via your blog) what such a life is like; how it feels like to live such an awesome and impressive reality.
When you blog repeatedly about such an awesome reality – and your prospects love the life and picture they see you paint frequently on your business blog, they’ll transit on their own – without much ado.
Who does not appreciate a good thing?
2. Offer Solar Energy Tips/Advantages Both As Blog Posts And Social Media Updates
The process of converting a solar lead to a paying customer is a tedious one.
However, things are way easier for you as a solar business when you offer solar energy tips and advantages both as blog posts and social media updates in a most consistent fashion.
This way, leads are not left in the dark about how solar energy works, its advantages and importantly, what they stand to gain (for both themselves and their businesses) when the make the important switch.
Advantages such as environmental friendliness, sustainability, reliability, portability etc. all form the basis of such posts and updates.
In the course of running such updates, you’ll also be amazed to find out that you’ll wind up treating a plethora of the very important questions such leads may have – questions that have been holding them back from making the very-important purchase decision.
3. Celebrate Customers Who Have Made The (All Important) Switch
Human beings all want to be appreciated for who they are…and for what they have done or can do.
In the world of solar energy, this is especially true of customers who have made the all-important switch to solar energy. Like everyone else, they desperately want to be celebrated and are anxious to tell themselves that they have made the right choice by opting in for renewable energy.
Do not deny them this opportunity.
Celebrating customers who have made this transition via social media updates, blog posts and profiling will go a long way to encourage them to drag their friends over to join them and also serve as inspiration for other leads who are undecided.
This is especially true if such leads have opted in for mobile solar power or have decided to go with a full residential solution.
4. Show Leads – And Prospective Leads How Easy It Is To Switch To Solar (In Their Respective States)
Solar energy and the reality that it can be harvested and utilized in the manner conventional power from the grid is deployed is still a relatively new construct (or idea).
This means that, whole states (and sometimes, countries), have no legislation guiding the installation of solar/use of solar energy or at the unsavory worst, have gone out of their way to make things complicated by making laws that actively seek to twat solar energy installations or more concisely, completely ban solar energy!
For instance, only recently, the Australian government banned both solar and wind investments. Here in the US, as late as 2015, the state of North Carolina refused the plans for the citing of a solar farm on the grounds that solar panels steal energy from plants and additionally, cause cancer.
This is not all. In Africa, Senegal, as late as 2014, banned solar power and made its installation illegal, especially in Dakar and other major cities.
Now, the point is this: of these examples, many have been outrightly reversed and other similar positions will very soon be overturned (if the process is not initiated already).
It is thus your responsibility as a solar energy business to educate your leads (and prospective leads) about such developments. For instance, through the pressure the government of Senegal faced about its anti-solar position, it relaxed its position sometimes back – and solar now flourishes in that country.
Now, if you do not engage on sensitization campaigns to educate your would-be customers, how would they manage to know when things get better and when it is ‘safe’ again to patronize you?
For such an enlightenment program, you can rely on Facebook (targeted ads) or run Google’s geo-targeted ad campaigns. Aside these online mediums, you should actively run a corresponding offline campaign: flyers, radio adverts, TV ads and door to door campaigns!
5. Compile A List Of FAQs Your Leads May Have And Address Them All – Via Various Channels
One of the greatest challenges solar energy business owners face remain the gross misunderstanding about solar energy that their client/prospective client base face.
This often means a ton of questions that often, overlap and repeat themselves all the time – across board.
For a smart solar energy business or company that is interested in increasing revenue and upping sales, taking these (pre-purchase) questions seriously is one of the smartest ways to ensure better conversions. It is also one of the most tested and trusted manner a business (not just the solar energy variant) can comfortably turn reluctant/hesitant leads into raving fans that are ready to buy and buy again.
This is how it works: collect ALL the actual questions leads, prospective leads and actual customers ask including ALL the questions they should have asked into a comprehensive FAQs and feature same on all channels of communication with your clean energy audience.
By ensuring that you have such a list of answered questions in place (and making certain that you actually answer the questions in a satisfactory, honest but seductive manner), a large number of leads that would otherwise have bounced off will decide to give you a try.
…it is that one try that eventually leads to brand commitment and a raving customer base that will not buy elsewhere, what you have for sale.
6. Be Social – In A Smart Manner
Almost everyone today is on social media – especially the 3 giants: Facebook, Twitter and GooglePlus.
The implication of this fact is that, social media is a huge market, just waiting to be tapped and mined into – especially as a solar energy business that is desirous of closing more deals and upping revenue.
However, to achieve this noble (and lofty) goal, a systematic approach has to be deployed: you’ll need to use social media in a smart manner.
- First, create dedicated business pages (not personal profiles) and update the description appropriately.
- Ensure that you’re targeting only users that are potential customers and not the whole world.
- Make your updates solar focused…always. However, be sure to ensure that you do not come across as overtly promotional all the time.
- Ensure that your business updates are backed up with VERY nice photos that would make your market interested in what you have to offer.
- Update your social media business accounts at least 3 times a week.
- Promote your account to your target audience and make it easy to buy directly on your social media pages/profiles.
- Finally, be responsive to questions and ensure that you answer every query left for you both publicly or privately (as a message).
While the tips above are not exhaustive, they at least give you an idea of what you’re supposed to be doing online when you create (or are managing) social media accounts for your solar energy business.
Go, try them!
7. Consistency Pays…In More Ways Than One
The human attention span is only about 8 seconds!
This means that, whatever you have to say to a person, you have only about 8 seconds to make the important first impression and importantly, register your presence in his or her brain. This reality, unfortunately, holds true for your solar leads too.
This is no mean task – especially for solar energy businesses.
This is why, instead of advocating for methods that will not work in both the long and short run, we advise that instead, you should be consistent in getting your message across so that, eventually, it will register on the subconscious of your leads’ brains.
This means that:
- You’ll have to blog consistently (or at least, once a week) and update your leads.
- Your business social media profiles/accounts need to be updated as frequently as possible.
- You need to explore other creative avenues (such as re-targeting) so that you’ll always remain right in front of your readers anytime they come online.
- Your solar energy business needs to deploy offline friendly avenues such as podcasts (that can be listened to while cooking or driving), TV ads or radio jingles.
The whole point being made here is that the human memory span is short…to capture it, your business needs to be quite proactive and importantly, persistence in reaching out.
Don’t spam your leads though 🙂
8. Make The Conversion Process As Painless As Possible
After all the work, positioning and strategic planning, something could still go wrong…cart abandonment!
According to Baymard Institute, a web research company based in the UK, 69.23% of shoppers abandon their carts before checkout.
Cart abandonment is the undesired action of would be customers, leaving items loaded in their shopping carts and for whatever reason, failing to check out.
The website quoted above has identified many reasons why this happens in the first place:
The good thing is that, pictures (or data that is graphic) has an awesome way of presenting information or data that a thousand words just cannot.
From the 10 ‘pain points’ above, you can easily see what will make a prospective lead shy away from becoming a dedicated customer or an ordinary customer in the first place.
Together with your sales and freelance team, kindly take a look at these points in order to make the conversion process as painless and seamless as possible.
Wrap Up & More Sales!
Here, we have identified 8 solid things you can take up to actually have your solar energy leads eager to switch over to the solar reality.
Aside these 8 points, we have also mentioned 8 other points that are responsible for the bare resistance of solar energy leads to transit to clean, renewable energy offered free of charge by the sun and completely friendly to the earth.
With the array of these 16 points, you can now sit down and map out your sales/conversion strategy and believe me, it will be one of the most effective strategies you’ve ever mapped out in the history of your business, given that you’ll be thinking both with the hat of your clients and the sleeves of a dedicated/smart business owner.
If you however need help implementing any of these tips, kindly hit me up. I’m a dedicated solar energy freelance writer and my sole desire is to help you up your revenue by connecting you with your ideal client/customer.
Go, convert ALL those hesitant leads to passionate raving customers who are passionate enough to buy EVERYTHING you offer!