Even for those who don’t work in sales, it’s hard to deal with the “no.” No one likes to fail to persuade someone, and when it comes to business, failing to close a deal because of objections is really frustrating. Every day, sales tactics are improved and become more flexible in dealing with objections. However, there is no magic formula, and I won’t promise that in this article.
The goal is to make you a professional who is better prepared to understand each client's needs, identify objections and adapt your argument to changes. After all, if there was only one objection per client, it would be much easier to sell. So, if you want to improve your conversion rate and make your approach more assertive from pre-sale to follow-up, in a realistic way, this text is for you. Let's go!
There is no way to escape objections
First of all, I want to reinforce that all markets are full of objections. They are not exclusive to the solar sector, and in fact, they are quite justifiable when we consider the investment that a solar energy project requires from customers. Therefore, don't think that changing segments will make your mission easier, as even those who sell chocolates face barriers from customers on a daily basis.
Counter-arguments are everyday, and it is the role of a good salesperson to know how to overcome them with transparency. To do this, you need to map out and understand each objection in depth, as only then will you be able to develop practical responses without compromising the subtlety of your approach. With that out of the way, let's move on to the tips.
Get to know the customer and record everything you can
Each person is unique in their needs, fears, and dreams. If the purchasing journey in the solar sector is long, we can turn this lemon into lemonade by taking advantage of each contact to learn more about the potential customer. In every opportunity to talk to the customer, try to understand their main pain points, but do not neglect additional information. Each behavioral piece of data can greatly help you plan your actions within the sales funnel.
For example, imagine a potential client who is a legal entity, and your business is located in a rented property. Here, we can already anticipate the objection of not wanting to invest in a system that benefits other people's space.
Faced with a context like this, there are several argumentative solutions. You can propose that the landlord makes the investment in a plant, or that the client pays for the installation and asks for a discount on rent, or even propose an agreement for the plant to be dismantled in the future and relocated to its own location.
A remote power It is also a great option in this case, as the client can set up the plant in their own home and perform remote energy compensation at the workplace, even if it is rented. The most effective arguments will depend on what the client demonstrates about the relationship with their landlord, and this is one of the details that may be noticeable in the contacts between you. If the client shows signs that the relationship is calm, it will be easier to go straight to the idea of the plant in the property with compensation in the rent.
Otherwise, remote power will be more guaranteed. Time wasted on solutions that do not match the customer's reality will be another delay until closing, and can make the customer feel that they are not really being heard, giving the impression that your concern is only to sell.
The main objections in the solar energy market
When making contact, keep in mind that certain objections are common and can be avoided depending on the way you present your service. If your added value is not clear, the first objection will be the price, because even if you argue about the high costs of traditional electricity, the customer will compare your proposal with a cheaper one (which does not always deliver quality).
1) Lack of money
Sensitivity to financial expenditure is a delicate point. Many will say right away: “I don’t have money”. However, since 2021, demand from classes C and D for solar energy has only grown, as it is increasingly clear to consumers that it is an investment, not an expense.
Mainly in light of water crisis, which impacts hydroelectric dam reservoirs and results in ever-increasing increases in electricity bills. If the customer doesn't have money, that's when they need to know your solution.
In this sense, the best option is to start your presentation with data that supports the quality of life argument. Photovoltaic equipment will bring the peace of mind of connecting a air conditioning for hours, don't worry about consuming a freezer.
Also give details about how your installation will be carried out so that there are no headaches later, offering all the necessary maintenance. And then, after letting him dream about the convenience, finish with a cost comparison, reinforcing how the energy bill is just an add-on to be paid.
2) Excessive anticipation of other technologies
Another very common objection is that “this technology will change soon”. Here, the client tries to postpone the decision because they believe it will be a wasted investment, as if they needed to replace it with something better that is coming. It is important to point out that photovoltaic solar panels took more than 100 years to be developed from silicon.
Other technologies such as graphene and smart tiles are just promises, which perhaps will be made available to the market at a time when our generation is not even here to see and enjoy them. Remind the customer that the innovation in focus today is storage, not board module composition.
3) Procrastination or dependence on influencers
Finally, we have the classic: “I need to think about it/I don’t have time.” Most of the time, this objection is a result of the national culture of procrastination. You’ll know if it’s just a form of procrastination if you’ve noticed signs in the first few contacts, when the client tries to put off the presentation as much as possible.
In this case, be assertive, call (yes, call, don't send a text message), and offer two agenda options. Don't wait for the customer to bring the solution and propose a day and time.
If the customer's profile is not that of a procrastinator, this objection may be a sign that they want to hear other opinions. Think carefully if you don't know the influencers of this decision. For example, if you are a couple, did you present the proposal to only one of the parties? Schedule again, this time involving both, and resolve any remaining doubts to finally close.
Stop betting all your chips on the payback
Finally, I want to draw your attention to something that no one tells you about payback: that’s not all the customer expects to hear. Of course, it’s great to have a “set” date to start receiving all the savings that solar energy offers, but it doesn’t make sense to talk about payback with a customer who is already frustrated with paying energy bills all their life.
Often, this customer will remain hostage to concessionary increases and increases in tariffs and brands. Human beings are short-sighted, so thinking about waiting an average of five years to see an advantage in a project can be more discouraging than attractive.
Choose to be your client's partner. Calculate the payback together and be as transparent as possible about how much your client will invest during this period, as this is all part of your job as an integrator. However, your presentation needs to go beyond costs and long-term return forecasts.
The customer who feels ready to close is the one who has had the opportunity to understand the short-term benefits of solar energy. The customer who closes with you only does so because they feel confident in your proposal and how willing you are to support them until after-sales.
Be able to offer more than the promise of savings, and you will not only gain a customer, but also an advocate for your company. There is nothing more valuable in the solar industry than that.
