THE AFFORDABLE

WAY TO SELL SOLAR VIRTUALLY

How to Build a 6-Figure Income Selling Solar Virtually—Without Breaking the Bank

BY PETER ROTH

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Ready to break free from the door-to-door grind? I’ll show you how to generate solar leads for as little as 4 cents each—and that’s not even the cheapest strategy I’m about to reveal. Read on to transform your solar sales game.

Why Door-to-Door Sales Are Becoming Obsolete

As a solar salesperson, you’ve probably experienced the door-to-door grind. Knocking on doors, convincing homeowners to embrace solar, all while battling burnout—it’s exhausting. But let’s face it: nobody likes having their personal space invaded by a salesperson. And here’s the real kicker—do you actually enjoy door-to-door?

Yeah, I didn’t think so.

The world is moving toward virtual interactions, and solar sales are no exception. Transitioning from in-person sales to virtual solar sales is a game-changer. But it’s not as simple as swapping out door-to-door with Zoom calls. If you don’t master the nuances of virtual selling, you’ll struggle. Chief among these challenges is getting your lead generation process right.

Why Facebook Ads Aren’t the Answer

When switching to virtual sales, many people turn to Facebook ads for lead generation. It seems like an easy way to generate inbound leads, but the reality often doesn’t match the hype.

  • Low-Quality Leads: Facebook leads tend to lack interest and intent. You might generate hundreds of leads, but most are “tire kickers”—wasting time, effort, and money.

  • High Costs: Facebook ads can quickly drain your budget. Solar is a saturated industry, and ad fatigue makes it even harder for your ads to stand out. Plus, as more competitors enter the space, advertising costs rise, further reducing ROI.

  • The Myth of Scaling: Increasing your ad spend doesn’t guarantee better results. If your ads aren’t converting, no platform will magically fix that just because you upped your budget.

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Virtual Selling is a Non-Negotiable

If your strategy is only selling in your backyard, you’re already losing. Virtual selling isn’t just an option—it’s survival.

The market is bigger than your ZIP code, and if you’re not selling across multiple markets, someone else is.

But here’s the mistake most solar companies make: they think “virtual selling” just means hopping on a Zoom call.

It’s not. It’s an art.

Winning the Virtual Game:

  • Have a system. You need structured virtual sales processes—not just winging it on calls.

  • Build trust. If you can’t establish credibility through a screen (or the phone), you’ll never close consistently.

  • Combine it with in-home. The best companies don’t choose between virtual and in-home—they master both.

  • Pro Tip: Invest in a predictive dialer, which allows you to call 20 lines at once. At around $200/month per seat, it’s a small price for significantly higher efficiency.

Tip 2: Embrace Cold Calling

Cold homeowner data is another underutilized lead source. While similar to aged leads, cold data offers unique advantages, particularly in saturated markets.

Why Cold Calling Works:

  1. Fresh Prospects: Unlike aged leads, cold data targets homeowners who haven’t been overwhelmed by solar pitches.

  1. Low Cost: Cold homeowner data can cost as little as a penny per lead.

  • Pro Tip: Always use skip-traced data to ensure accuracy. A wrong name or number can tank a cold call before it even begins.

Tip 3: Outsource Smartly

Not everyone wants to manage lead generation themselves, and that’s okay. Outsourcing can save time and streamline the process.

Options:

  1. Hire a Setter: Setters specialize in booking appointments. Offer a commission split on closed deals, so you only pay for results.

  1. Call Centers: Outsource to a call center, but be cautious. Offshore centers can save money but often struggle with cultural nuances and language barriers.

  • Pro Tip: Consider call centers in Latin America. Agents there tend to have fluent English and better cultural understanding, improving engagement with American homeowners.

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Tip 4: Build Your Own Call Center

For ultimate control, consider building your own call center. This doesn’t require a massive operation; a small team can be highly effective.

Why Build In-House?

  • Lower Costs: Generate leads at wholesale prices, often under $100 per appointment.

  • Quality Control: Train your team to ensure high standards and consistent results.

  • Pro Tip: Pay agents based on performance, not hourly. This ensures accountability and minimizes losses from unproductive appointments.

Tip 5: Stay Organized with a CRM

Managing leads in virtual sales requires robust organization. A quality CRM (Customer Relationship Management) system helps you track leads, automate follow-ups, and streamline your sales process.

Benefits of a CRM:

  1. Pipeline Visibility: Monitor leads at every stage of the sales funnel.

  1. Automation: Schedule follow-ups and reduce manual tasks.

  1. Integration: Many CRMs offer AI tools to further enhance efficiency.

Wrapping It Up

Switching to virtual solar sales may seem daunting at first, but it’s more than doable if you start small. Focus on these cost-effective strategies, and you’ll set yourself up for sustainable success. Remember, you don’t need to over-invest in worn-out marketing tactics. Start with these tips, and watch your solar business thrive.

Need help getting started? Let’s chat—your six-figure solar business starts here!

About The Author

Peter Roth

Peter Roth is a seasoned solar marketing expert with a distinguished track record in the industry. He has spoken on prominent stages such as SolarCon and Solar Mastermind International, served as a trainer for The Solar Academy, and been featured on numerous podcasts. Through his marketing agency, Solar Wise, Peter helps solar companies of all sizes with affordable lead generation strategies, outsourced appointment setting, and building in-house call centers for scalable growth.

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