During the 5th edition of the Canal At Conecta, in São Paulo (SP), entrepreneurs from the solar energy sector met to discuss the new directions of the market and the transformations that are shaping the future of sales in the segment.
The event highlighted how technology alone is no longer enough to guarantee competitiveness — and that the real difference lies in how companies position themselves, communicate, and connect with their customers.
The discussions addressed the expansion of sales in markets that serve customers interested in built-in energy storage systems (BESS) to opportunities in hybrid systems, as well as the specific demands of agribusiness.
BESS and market positioning
In line with the speech of Bruno Kikumoto, executive director of Canal Solar, no panel on entrepreneurship, Neto Tosato, founder of CONECTBESS, announced during the event the creation of his new company focused on energy storage solutions.
The entrepreneur explained that he decided to enter this market after noticing growing customer interest in the topic. "I saw a lot of talk in the market about BESS and felt behind the times for not offering this type of solution. I started studying it and now I'm going to document this new trajectory—which is the famous market positioning," he highlighted.
Tosato also emphasized the importance of personalized service and team training to strengthen relationships with consumers. "You can't just respond to a customer with 'send me your electricity bill.' Service needs to be empathetic. It's about human connection," he stated.
Training and hybrid systems
RT Solar's CEO, Roni Torres, highlighted the need for technical training to work with hybrid systems, noting that this specialization was essential to overcoming a crisis at his company in 2021.
"The competition was unfair. The solution was to invest in knowledge. Anyone who's never built a BESS system should start with a single-phase residential hybrid to understand the basics: neutral separation, load prioritization, and correct sizing," he explained.
Roni also emphasized the importance of a consultative approach in sales, noting that many customers initially seek on-grid systems, but show interest in hybrid solutions once they understand their advantages.
For him, the integrator's role is precisely to guide and educate the consumer before selling, clearly explaining how the technology works and how it can best meet the needs of each project.
He also recalled that interest in hybrids has been growing, especially during periods of heavy rainfall, as he showed in a recent interview with Canal Solar over a hybrid system installed in a house with an elevator.
Agribusiness and customer connection
Influencer and entrepreneur Carlos Andriolli, known as the "King of Agriculture," brought a vision focused on personalized service in the field. He recalled that, early in his career, he served farmers wearing formal attire—until a client warned him that "that style wasn't appropriate for agriculture."
"That's when I realized I was missing a connection. I started wearing the hat, the buckle, and the boots. The customer needed to look at me and think, 'This guy understands agriculture,'" he said.
Andriolli emphasized that positioning and appropriate language are essential to winning over rural audiences. "On farms, we talk about hectares, arrobas, and bags of corn—not kWh. Communication needs to make sense to those on the other side," he emphasized, emphasizing the importance of companies knowing how to position themselves.
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