- Solar Pros — Door To Door Isn’t Dead
I spent a total of 3 years door knocking. Painting services, alarms, and solar.
It was pivotal in my growth and i recommend that everybody tries door knocking for at least 6 months.
But I also built a solar company in 2020 to 7 figures. At one point I had about 25 guys doing 40 deals a month. I sold that company early 2021 to focus on solar link and other ventures.
Roughly half the deals every month came from my knockers. The other half came from the preset appointments i provided them through solarlink. It was an amazing combo that could have scaled us to 100+ deals a month if we continued growing that sector.
So what are the risks of relying solely on door to door?
Let’s face it, residential solar is extremely saturated and it’s only going to get worse.
Let’s paint a very grim but realistic scenario.
You’ve spent the last 1–2 years building up your dealer.. You install through Titan or Sunrun, you have 9 reps and are doing around 15–20 deals a month. As an owner you’re finally starting to see decent margins, you’re making money and you’re off the doors..
All of a sudden..you get a call from your top dog. The one pulling in 8–10 a month. “Jim, I just got offered a 20 cent lower redline, and they’re promising 28 day install times with 50% at M1. Can you beat this?” .. You know what happens next, hes gone, and half of your team followed him. You’re now down to 3 reps who each pull in 0–1 a month. Everything you built over the last 1–2 years gone. Time to recruit again.
This happens all the time and the subdealer model may cease to exist after the FTC goes away.. we’ll save this scenario for another article.
This goes hand and hand with the above point but besides competiton and market saturation, just keeping a D2D rep can be challenging. Recruiting 10–20 guys this summer that ACTUALLY stick means you need to interview / train more than 100. The time needed to invest in recruiting starts to sound daunting and most solar owners will just keep asking themselves
“Why don’t I just go back to selling 5–10 a month? That’s much easier than recruiting and building a team/culture.”
I can think of a few, but one in particular i’ll share for now is marketing — more specifically supplying your team with preset credit qualified solar appointments.
If you were able to suppliment your teams D2D with preset appointments, they wouldn’t go anywhere.
Your top dog would do 20 deals a month (10 knocking, 10 appts?)
Your bottom dogs would get a bone thrown to them, where if they close, they make a few grand, and it changes their life.
If a competitor offered them a 15c lower redline but they would have to soely rely on knocking, they’re going to stick with you because volume is the name of the game.
Now I get it, you get slammed in your LinkedIn/Facebook DM’s from “solar marketing gurus” promising a million qualified appointments or your money back. You’ve probably even been burned before and because of that think that marketing doesn’t work.
Well marketing does work.
Read that again.
- Date of publication:
- Mon, 05/03/2021 - 18:52
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