When objections come from the seller, not the customer

Since 2018, when the ANEEL (National Electric Energy Agency) started the Resolution 482/2012, An unjustified fear was created, generating insecurity and concern among both integrators and customers.

The market itself contributed to this tension. This happened because, at the time, it was necessary to move closely to monitor the review and fight to ensure that it was not harmful to the sector and, mainly, to the client.

However, today with Law 14.300 already in force, we saw that the financial impact is much smaller than the controversy made it seem. Therefore, many integrators who commented on the law to generate urgency, now do not know how to explain to the customer that this is not the case.

Often, out of anxiety, the integrator ends up bringing up the subject before even being asked about the new rules. This is when concern about this objection does not undermine trust even before the approach.

In this article, I list six tips for integrators prepare adequately to convey confidence and provide accurate information to customers. Good reading!

Avoid creating unnecessary objections

It is essential that integrators realize how much greater the fear of the topic can be for themselves than for customers, and avoid creating objections where they do not exist. Often, customers are not even aware of the law, so it is not necessary to bring it up.

If the customer does not mention the topic, focus on highlighting the benefits of solar energy, which are many, without mentioning the 14.300 changes right at the beginning of the contact.

Emphasize the positive points of legal security

“The client asked about taxation, what now?” If he is concerned, it is important to start the conversation by demystifying the new legislation and highlighting the positive points.

Firstly, clarify that this is not a disorderly taxation of solar energy consumption, as the nickname suggests, but rather a charge for storing surplus energy.

Then explain that before Law 14.300, there was a risk of sudden changes in the rules by the ANEEL, which could harm investments in solar energy. Now, there is legal certainty that protects customers and guarantees the continuity of the market.

Have a confident posture when describing changes

To allay customer fears, explain changes in legislation and their impacts clearly and concisely. If the customer questions why the market pressured the consumer to buy the kit before 2023, clarify that this occurred because in the past there was a risk of triple taxation (Fio B, access availability and TUSDG). The sector worked intensely to avoid this scenario, and we did it!

Thanks to collective efforts, the review is currently mainly limited to charging Fio B, which is more viable and represents a smaller financial impact for consumers. Also inform the customer that although the situation may have been different months ago, now is the opportune time to invest in solar energy as photovoltaic modules are around 20% cheaper.

Create a sense of urgency

Take advantage of the opportunity of lower prices on photovoltaic modules to generate a sense of urgency in the customer. Explain that prices are constantly fluctuating and are currently favorable for purchasing a solar energy system. Highlight that this is a unique chance to save and obtain long-term benefits, both financial and environmental.

Adapt the language and provide practical examples

When approaching the question, adapt your language and use practical examples to make the information more understandable for the customer. Avoid complex technical terminologies and focus on economic benefits, energy independence and positive environmental impacts. Share past success stories and testimonials from satisfied customers to reinforce solar energy’s credibility.

Seek ongoing training and strategic partnerships

To improve your sales skills and overcome objections effectively, don't forget to invest in ongoing training. Participate in courses, workshops, lives and industry events to stay up to date with the best practices and trends in the solar energy market.

Additionally, consider establishing strategic partnerships with solar energy professionals, such as lawyers, financial advisors, and engineers, for additional support when dealing with technical or legal objections. This way, issues like 14.300 will no longer cause you anxiety, as you will know that you will always have someone to turn to for reliable arguments.

Conclusion

Facing this objection from Sol can be a much bigger challenge in the integrator's mind than in reality. Still, it is clear that this requires confidence, knowledge and a strategic approach.

So, if this is a difficulty for you, study your presentation and be careful not to “put the cart before the horse”: your posture matters a lot to arouse security in the client, and if you manage to establish this relationship of trust, the complexity of Any objections that may arise will not matter much to the success of the sale.

The opinions and information expressed are the sole responsibility of the author and do not necessarily represent the official position of the author. Canal Solar.