Lock it Down!
“Timid Salespeople Have Skinny Kids.” —Zig Ziglar
Do not shy away from your responsibility to close business. You do not get paid to give people information or educate them. You get paid when you close.
Use your closing statement every time… “…Which option is best for you, would you like to go with the power purchase agreement or the ownership model with HDM Capital?
Most often homeowners will hesitate and give you an objection. Even if they know they are going to do business with you. Why? Because it is called negotiation and customers are trying to get you to lower your price. The sale is yours to lose if you do not handle their objection correctly.
Most Sales Representatives handle an objection by immediately trying to convince the customer otherwise.... and end up getting into a pissing contest. We are looking for a win, win… and nobody wins in a pissing contest.
There’s a better way! The Four Cs >>>
Concede - “I understand I’ve had other customers tell me the same thing.”
Commit - “Is the fact that you… “repeat their objection word for word” (do not add anything to their objection)… the only thing stopping you from saving money switching to solar?”
Convince - Gather more information about their objections by asking questions then give a convincing reason or an emotional story of why it would still be best to save money with solar power than continuing to pay PG&E’s overpriced rates..
Close: Ask a CTA (call to action) closing question. “I know you where leaning toward the HDM Capital option… would you like to do that with cash or financing?
Magical Memorization
When some gives you an objection, it’s important not to be a deer in headlights. So you must know how to smoothly respond. First step, memorize the four C’s of closing.
Next you will memorize closes to handle the major objections we hear everyday. And, the transition to ask another call to action closing question.
And the third thing you will memorize is your third party call to your manager to have them help you close the business.
Remove the Road Blocks Stalling the Sale
There Are Simple and Complex Objections
Simple objections are when customers just need more information because they are uncertain about some of the details of making the switch to solar. In these cases, you will need to be able to answer their questions with your expert knowledge.
Some Sales Representatives lose sales because they do not have the product knowledge, ability to clearly explain the financials or do not answer questions at the close that give the customer confidence. You must be highly knowledgeable about solar, energy storage and renewable energy financial options.
You must be able to close simple objections and turn questions into closed sales.
Example of simple objections
Lets handle a couple simple objections when closing on either a power purchase agreement or ownership model with HDM…
- Objection: I really do not like either option… I just want to pay cash and own the solar system day one…. (Similar… I want an ownership model day one with a finance option).
- “I understand… I have other customers who feel the same way. It that the only thing stopping forward from switching to solar today? (Yes). That’s not a problem, you can pay cash and own the system day one… it will cost you more because you will not benefit from the commercial federal tax credits HDM shares with you in the form of an upfront discount.”
- “We do offer a cash discount from the standard price… but it is not nearly as much of a discount as HDM.”
- “Let me show you the cash discount pricing…”
- After showing them the cash discount price… CLOSE with, would you like to pay the cash price and own the solar system day one or go with the SIGNIFICANTLY reduced price with HDM, you’ll own the power from day one and receive the ownership of the solar system on first day of year seven at no additional cost to you?” Is the cash purchase or HDM option better for you?
- Once they pick…. “Great, we’ll do a fantastic job for you. Go into filling out your order form: What is your legal name? What is the best email for this account? Etc?”
- Objection: I like the power purchase agreement, but do not like the annual escalation of the monthly payment going up by 3.59% each year. Seems like the cost goes up just like PG&E.
- “I understand… I have other customers who feel the same way. It that the only thing stopping forward from switching to solar today? (Yes). That’s not a problem, you can you can get a low monthly payment with a zero escalation, the monthly payment will just not be as low. You will not save as much money upfront… however, you will save a bit more over the lifetime of the system.
- “Let me show you your monthly payment for purchasing power that is fixed and will never go up.”
- After showing them the fixed monthly payment for purchasing power… CLOSE with, “would you like to go with the fixed monthly payment or the lower monthly payment with the 3.59% escalator?”
- Once they pick…. “Great, we’ll do a fantastic job for you. Go into filling out your order form: What is your legal name? What is the best email for this account? Etc?”
If a customer gives you a simple objection like the ones above, or needs information on products before moving forward… do not complicate the close. Just smoothly guide them and answer their questions. And remember to always end with a call to action, closing statement.
Complex objections are often smoke screen objections. These objections are given to negotiate you to lower your price. Handling these complex objections smoothly means getting the business closed without giving all your commission away.
The Four Cs Closing Method will help you handle these complex objections. You must also memorize logical, analogy and customer testimonial closes for the objections you’ll get from 80% of your customers. And lastly, you’ll need to master the third party call to your manager to get a same day discounts approved and get this business closed today.
Main Objections that You Need to Handle
There are four main objections all Sales Representatives get
- Indecision: “I need to think about it”.
- Check Competition: “I need to get a few more estimates.”
- Need: “We don’t need solar.”
- Price/Affordability: “It’s more than we want to pay or go into debt for.”
To handle each of the above objections, you will what to memorize at least one logical close, one story close, one testimonial close and the last ditch effort manager call. You will handle each of the four objections above with a sequence of these four closes.
- Keep in mind to not hit the customer with four logical closes in a row… this will wear them out and possibly have them running to hide. Change it up with an emotional story close or a story of another customer who had felt the way they did but found that switching to solar was definitely the best decision for their family. Back up the customer testimony with a customer review. Stories sell and facts tell.
Even if a customer knows in their heart that they want to do business with you, they will often give you objections to work toward negotiating you down to a cheaper price. Do not go directly to a price drop. Go through at least three closes (logical, story, customer testimonial) before you call your manager for a same day discount.
Indecision: “I Need to Think About It”
WHY? Why Do You Need Think about Making a Good Decision to Save Money…?
Needing to think about it is the number one objection you’ll hear in solar sales. So this is a closing sequence you need to master.
This is a smoke screen objection and 80% of the time either they want to check out the competition, feel they do not need it or have a price/affordability concern.
Most often when you handle an indecision objection properly it will flush out the the true objection, often called the black swan, that is holding them back from moving forward with solar today. When they switch to I need to get three estimates, I really don’t need solar or give you a price objection you have gotten them away from their indecision…. Now it’s time to go to work on their true objection. Use the closes below to get them to share their true objections with you.
LOGICAL CLOSES
All closes start with Concede: ”I understand, I’ve had other customers tell me the same thing”
Next, you Commit/Isolate their objection of needing to think about it with “Besides your need to “Think about it” (restate the objection word for word that they gave you)….. Is there anything else?” What else? Is that the only thing?
If they do not give you anything else…. and stick with “they need to think about it” go to the Four P Quadrant close and if they give you several different things that are hindering them from making the switch to solar today go to the Wack a Mole close.
Four P Quadrant Close
- This is a logical close
After CONCEDING and COMMITTING to a single objection…
When a customer stays with “they need to think about it” as their only objection… you must help them gain confidence that making a decision today is the best decision. Use the four Ps to help them realize that moving forward with solar today is a solid decision or find out what additional information they still need to give them confidence to switch to solar.
Four Ps
- People
- Provider
- Product
- Price
Draw a very large + sign on your notepad. You will write each of the four Ps in one of the quadrants, one at a time, and have the customer give you a commitment on each of the Ps. When presenting to a couple… have both of them make a commitment on each quadrant. When the customer gives you a yes on all four quadrants… it will be obvious that it is a fantastic decision to move forward with solar today.
If the customer gives you less than a confident yes in one of the quadrants, you will need to provide them with more information until they can confidently say yes to a commitment of that quadrant.
After drawing a large plus sign on your notepad, write the word People in quadrant one. Then say to the customer, I have enjoyed our time together and getting to know you both. As I have promised I will be with you through every step of your solar project and ensure that you are well taken care of. Do you trust myself to take care of you through your solar project. After getting a confident yes… move to second commitment.
In the second quadrant, write the word Provider. As we talked about the Got Watt difference and showed you our highly rated customer reviews, went over the the steps of you solar installation and talked about you having your own Project Manager assigned to your project and our incredible install crews… are you confident that Got Watts will do an excellent job on your installation. After getting a confident yes…. Move to the third commitment.
In the third quadrant, write the word Product. As we talked about making the switch from the monopoly of PG&E and future rate increases to having control of your own electric power at wholesale pricing… do you believe switching to solar is a wise choice? After seeing the solar system we designed for you… are you confident your solar system will provide all the power you need on an annual basis? You could add things like the Solar Insure 30 Year Warranty and product specific items if they are important to your customer. After adding the value of owning solar… ASK: Are you positive that owning solar is better than your current contract with your utility company? After getting a confident yes… move to third commitment.
In the fourth Quadrant, write the word Price. After going over your numbers and seeing the savings of investing in solar compared to your current contract with PG&E….do you believe the price of switching to solar is better and more affordable than staying with PG&E?
Mr and Mrs Jones…. As you can see you are both personally confident in myself to guide you through your solar project, in Got Watts doing an exceptional job on the installation, in the solar system we designed for you to provide the electrical power you need and obviously making the switch to solar is financially better for your family.
Put your hand out to shake the customer’s hand and say… We’ll do a great job for you (back to the credit application) “what is your legal name”?
Wack a Mole Close
- This is a logical close
After CONCEDING and COMMITTING to a single objection…
When you are committing your customer to a single objection and isolating the reason they are not confident enough to moving forward today… and they give you several reasons and objections, start writing each of their objections on your notepad.
Write out each objection… after each objection ask again, “any thing else… what else?” Ask what else until they say there is nothing else. Typically the customer will give you 2-4 different objections.
Now ask…. Of these concerns…. what is the biggest barrier to stop you from making the switch to solar today?
- When they answer… circle that objection. Cross out the other objections… this eliminates them from the equation. Then handle the main objection with the other closes below. Most often their main objection will be something about the money, getting other quotes, etc. Handle the objection then close.
Put your hand out to shake the customer’s hand and say… We’ll do a great job for you (back to the credit application) “what is your legal name”?
STORY CLOSES
It’s not when, it’s who.
- This is a story close
After CONCEDING and COMMITTING to a single objection, tell them a story about making a bad decision.
Story about purchasing something quickly at a cheap price….. that went bad. Think of a story about you or someone close to you that made a decision to quickly go with a company to do business with that went south. Make sure you can animate it with lots of emotion.
An example:
My in-laws, now Mom and Dad.... bought a semi-custom built home in El Dorado Hills a few years ago. After having the yard landscaped they realized their iron patio furniture needed to be refinished.
They got a name of a guy who refinished iron furniture, so they called him up. Call went well, so they made a quick decision to go with him. When he came by to pick up the furniture, they did not feel 100% right about the way the crew was stacking all the furniture in the back of a trailer... but everything was moving quick, so they just went with it.
After a few weeks they had not heard from the guy who was refinishing the furniture so they called him about an eta of when the furniture would be completed. Got a bit of a run around but he gave them an estimated date of completion. Keep in mind, they had already given the company a few thousand dollar deposit for the work.
When the estimated time of completion came and went, my Dad called the guy again. It took him several times to get in touch with him and there were no true commitments on completion date. My Mom and Dad were starting to feel they had been scammed. So they drove to the place of business. What? It was a fairly run down home with patio furniture stacked everywhere.
They knocked on the door and finally got someone to answer. Guy said he and his wife had both gone very ill, but assured them he would be getting the furniture completed ASAP. Excuses went on for months and just when they had almost just written in off...
Six months latter they got their furniture back. Their experience was horrible and they almost wished they had just gone out and brought new furniture. Fortunately, the furniture did turn out ok.
When they look back they feel they made a decision too quickly, but really if they would have waited a few weeks after the first call to hire this guy... would it have gone any better? Of course not!
My Mom said, looking back, she knew the way they were stacking the furniture in the trailer when they first picked it up was when they should have cut ties. It was at that point they knew it was not the kind of company they wanted to do business with.
It’s not when you you choose to do business, but who you choose to do business with that matters.
This is the way it is in the solar industry…. It’s not when you decide to buy, it’s who you decide to buy from that matters. As I showed you before, Got Watts is one of the highest customer rated solar installation companies in the East Bay. We’ll do a fantastic job for you and I’ll be here with you every step of the way.
Let’s get you approved. What is your legal name?
Based on a personal true story of your own… tell a story like the one above.
Go through this thought process after sharing your emotional experience:
- Quickly understand what they meant by cheap.
- Should not have made the decision to go with them so quickly
- I should have thought about it.
- Question is: What might have happened if I had waited two or three weeks then called those people to do the job?
I doesn’t matter when I made the decision to deal with those people. The bad decision I made was WHO I did business with. “This is the way it is in the solar industry…. It’s not when you decide to buy, it’s who you decide to buy from that matters.”
As I showed you before, Got Watts is one of the highest customer rated solar installation companies in the East Bay. We’ll do a fantastic job for you and I’ll be here with you every step of the way.
Let’s get you approved. What is your legal name?
Hypothetical PG&E Offer Compared to a Power Purchase Agreement
- This is a story/analogy close
Let’s say hypothetically, PG&E came to you and said they had a new power program that they would like to offer you.
- First, they want to offer you a program that will ensure your price for electricity will be at guaranteed rates for 25 years
- Second, after the 25 year period you will no longer have to pay for your electrical power…. You will receive it for free.
- Third, by being part of this program, your rates will immediately go down by 30% (percent decrease of PPA) saving you $XX per month.
Would you take that offer from PG&E? Customer “YES”…… “Solar with a power purchase agreement is no different!”
Put your hand out to shake the customer’s hand and say… We’ll do a great job for you (back to the credit application) “Let’s get you approved… what is your legal name”?
Hypothetical PG&E Offer Compared to HDM Capital (with Go Green Financing)
- This is a story/analogy close
Let’s say hypothetically, PG&E came to you and said they had a new power program that they would like to offer you.
- First, they want to offer you a program that will ensure your electric rates will never go up for 15 years
- Second, after the 15 year period you will no longer have to pay for your electrical power…. You will receive it for free.
- Third, by being part of this program they will pay for 30% (percent of their HDM discount) of a solar system you’ll own… a $15,000 upfront payment on a solar system… further reducing your monthly electric rate.
Would you take that offer from PG&E? Customer “YES”…… “Solar with HDM is no different!”
Put your hand out to shake the customer’s hand and say… We’ll do a great job for you (back to the credit application) “Let’s get you approved… what is your legal name”?
Step Out: “Need Time to Discuss”
When you are presenting to both the husband and wife (partners, etc), and they say everything sounds great we just need some time to discuss it before we make a decision.
After CONCEDING and COMMITTING to a single objection...
Look, I totally understand where you are coming from, I wouldn’t want to make a decision with sales guy right in front of me either. I have a few calls to make, I’ll step outside, you two discuss it and when you are ready just come get me, I’ll be out front (if it is dark... tell them to just turn the front porch light on and off a few times and I’ll come right back in).
Leave all your belongings in the home...
You can normally see if it is a yes by their facial expressions when they come and get you from outside. If one or both are still not 100% positive about switching to solar, they will typically give you the “real” objection why they are hesitating. You can then handle this objection and close the sale.
Customer Testimonial
After using a one logical close and a story/analogy close, tell your client about another customer who had felt the same way at first….. but found “the reason they moved forward with Got Watts”.
Build the story up a bit by giving some details about the family, home, etc…. then explain why they ended up being so confident in making the switch to solar with Got Watts.
- Back the customer testimonial story with a customer review this customer left for us… show some pictures of the happy family and their solar system.
Then close:
Put your hand out to shake the customer’s hand and say… We’ll do a great job for you (back to the credit application) “Let’s get you approved… what is your legal name”?
Last Ditch Effort: A discount, sale price…. for doing business today.
Tell your customer that your manager told everyone at the meeting today, that we really need to keep our local installers busy… And, if there was any customers really close to switching to solar, obviously you are, to call him about what we could do to earn your business today.
If you can help keep our installers busy… we can help you with a discount. If I could pay the first three months of payments, would that help you out? (Would that help you out , is an easy way to get a yes answer… of course it would help them out. You use this yes to assume they are saying yes to moving forward with solar project). Cash buyer: If I could give you an additional $500 off today, would that help you out?
- While dialing your manager… actually based on the size of your system, maybe I can get your first 6 months of payments paid for, we’ll see.
Call your manager… Tell them a bit about the clients, some details about the solar system we will be installing for them and that the customer agreed to help keep our installers busy if we could help them out financially.
- Let your manager know that you understand that three month free is what they had discussed at the meeting, but based on the size of this system… could we please give the customer six months free. SIR… it would really help them out. Ask your manager to please approve the six months of payments for free. Cash buyer go from $500 to ask for a $1,000 discount.
- If the system is small…. say to your manager… I know this system is not a real large solar system which we sometimes can give additional discounts for, but can we please give my customer the six months of free payments… it would really help them out.
Once the manager says yes… while still on the phone, say…. Yes Sir, they do realize they will need to order today, get excited for your customer (smile, nod yes up and down, thumbs up, etc).
Thank you so much Mr. “……”. I really appreciate you helping my customer and they are happy about it as well.
Needing to think about it is the number one objection you’ll hear in solar sales.
Check Competition “I Need to Get A Few More Estimates”
Got Watts is Their Best Choice… But It’s Time To Prove It!
Use Solar Customer Reviews
- This is a logical close
After CONCEDING and COMMITTING to a single objection...
Unfortunately in the solar industry there are at lot of homeowners dissatisfied with the provider they chose to install their solar. Build up the value of solar reviews and then compare Got Watt’s customer review rating to potential competitors.
- Try to steer customers toward Freedom and Sunrun installer reviews.
- After they agree that they want to work with a highly customer rated company like Got Watts… close with….
We’ll do a great job for you…. With your hand out to shake on the deal. Go back to credit application, what is your legal name?
If they bring out another company besides Freedom and SunRun… compare Got Watts customer ratings to the other company they are considering. If they believe the other company has a comparable company reputation…comparable quality…comparable warranty… then ask them, if you feel “……….” and Got Watts are both excellent choices to install your solar system… what is going to make the difference, is it price?
See if they got a proposal. If so, compare the proposals and work to match or beat the price for truly comparable products/service. If your price is higher then you have to prove that it is worth paying you more.
If they have not gotten a proposal, proceed to the next close >>>
Why Only Three? Why not ten?
- This is an analogy/story close with an analogy
After CONCEDING and COMMITTING to a single objection...
How many estimates will you be getting? When they reply “three”, Why only three? When they answer that is the way they always do business, or that’s the way they were taught.
- If they reply a few or just a couple of other estimates.. reply with, Why just a few?
Getting three estimates was made popular with insurance companies. Why? They always take the lowest estimate. And why is that? Because it is the insurance company’s money, and it’s your car. They do not have to live with the car.
In the solar industry you may need to get at least ten estimates, not just three. Let’s say you get three prices.
Write on note pad or iPad the info below (If you already have the total solar system cost use it):
Our price is $25,000
Second price is $21,000
Third price is $18,000
Now which of these three prices would you choose? Most people choose the middle price because they feel that is where there will probably be good quality for a lower price. And assume the lowest price is often due to lower quality of products and installation.
To get a true picture... you have to get at least seven more estimates and when you do, this is what it will look like:
$33,000
$29,000
$27,000
Our price $25,000
$24,000
$22,000
2nd price $21,000
$20,000
$19,000
3rd price $18,000
Most often in a competitive environment, prices may correlate with quality. But not always. The $18,000 to $22,000 may represent the same cheap products, meaningless warranties and sub par installation... only difference being profit. The $24,000 to $33,000 could be the legitimate solar companies.
At Got Watts, we are not the highest or lowest price out there. But as one of the highest customer rated local installation companies, we offer the highest quality products and the industry’s best warranties. And, you can count on me personally to be here for you through the entire experience.
We’ll do a fantastic job for you!
Let’s get you approved.... how do you spell your last name?
You can back up this close with
Rather Say Sorry Once
- This is a logical close
After CONCEDING and COMMITTING to a single objection...
One of the reasons I love working for Got Watts is because of their dedication to providing the best experience for both myself as their employee and you as their customer. We are a customer obsessed company.
To provide the best customer experience, I know that we must provide the highest quality products and superior installation. It’s understandable that it will cost more. We all know and have experienced that “you get what you pay for”.
I work for Got Watts because I know my customers will be well taken care of. Although we are not the lowest priced solar company, I would rather say sorry once, for my price being a bit higher... than saying sorry over and over again for lack of quality and poor workmanship. I’m sure you’re glad we made that decision.
We’ll do a great job for you.
Let’s get you approved... what is your street address?
Car Shopping
- This is a story/analogy close
After CONCEDING and COMMITTING to a single objection...
What is your favorite car? If you were to buy a new Corvette you would definitely want to get a few estimates. Reason is… Corvettes are all manufactured by the same company and come with the same warranties…. only real difference about the car when you purchase it, is the price. If you can get the exact same car for a cheaper price then it is definitely worth getting a few estimates.
Solar is much different than buying a car. The solar company you choose to go with will offer different qualities of products than their competitors. And, the installation team who does the work is vital to how happy you will be with the end result. This is a construction project and the people at Got Watts make all the difference in your experience.
With Got Watts being one of the highest customer rated local, solar installation companies, using the highest quality of products with an industry leading 30 year warranty, you can have peace of mind in choosing us to help you switch to solar.
Got Watts does not have the lowest or highest prices, but we are 100% dedicated to giving you finest customer experience in the solar industry. And…. I will be here with you through the entire process.
We’ll do a fantastic job for you!
Let’s get you approved…. What the best email for you?
Customer Testimonial
After using a logical close and a story/analogy close, tell your client about another customer who had felt the same way at first….. but found “the reason they moved forward with Got Watts”.
Build the story up a bit by giving some details about the family, home, etc…. then explain why they ended up being so confident in making the switch to solar with Got Watts.
- Back the customer testimonial story with a customer review this customer left for us… show some picture of the happy family and their solar system.
Then close:
Put your hand out to shake the customer’s hand and say… We’ll do a great job for you (back to the credit application) “Let’s get you approved… what is your legal name”?
Last Ditch Effort: A discount, sale price…. for doing business today.
Tell your customer that your manager told everyone at the meeting today, that we really need to keep our local installers busy… And, if there was any customers really close to switching to solar, obviously you are, to call him about what we could do to earn your business today.
If you can help keep our installers busy… we can help you with a discount. If I could pay the first three months of payments, would that help you out? (Would that help you out , is an easy way to get a yes answer… of course it would help them out. You use this yes to assume they are saying yes to moving forward with solar project). Cash buyer: If I could give you an additional $500 off today, would that help you out?
- While dialing your manager… actually based on the size of your system, maybe I can get your first 6 months of payments paid for, we’ll see.
Call your manager… Tell them a bit about the clients, some details about the solar system we will be installing for them and that the customer agreed to help keep our installers busy if we could help them out financially.
- Let your manager know that you understand that three month free is what they had discussed at the meeting, but based on the size of this system… could we please give the customer six months free. SIR… it would really help them out. Ask your manager to please approve the six months of payments for free. Cash buyer go from $500 to ask for a $1,000 discount.
- If the system is small…. say to your manager… I know this system is not a real large solar system which we sometimes can give additional discounts for, but can we please give my customer the six months of free payments… it would really help them out.
Once the manager says yes… while still on the phone, say…. Yes Sir, they do realize they will need to order today, get excited for your customer (smile, nod yes up and down, thumbs up, etc).
Thank you so much Mr. “……”. I really appreciate you helping my customer and they are happy about it as well.
Needing to think about it is the number one objection you’ll hear in solar sales.
Need: “We Don’t Need Solar.”
You’re Getting Proposals… So You Must Want Something…?
CONCEDE AND COMMIT
I understand I have other customers who told me the same thing… is this the only reason you are hesitant in moving forward with switching to solar?
You Have Panels on the Roof
- This is an analogy close
After CONCEDING and COMMITTING to a single objection...
Let’s look at this a different way... With a hypothetical question. Say you have solar panels on your roof, I come knock on your door, what would I have to do to convince you to RIP OFF the the panels? Then...
- ...Go back to PAYING PG&E
- ...You GIVE ME BACK the Federal Tax Incentive from HDM
- ...And, now YOUR RATES HAVE INCREASED with the rest of your neighbors
What would I have to do to convince you to rip the panels off the roof and go back to the power company?
Of course there is no way I could convince you to rip off the panels... because solar makes a lot of sense. Sometimes, when we look at things in reverse it makes the decision more clear.
We’ll do a fantastic job for you!
Let’s get you approved. What is the zip code here?
If the customer sticks with the fact they do not need solar, then ask them why they are looking into solar and getting a proposal? Were you hoping for a different outcome?
Follow their logic through and try to help them remove some of the road blocks they personally have moving forward with switching to solar. Closing takes patience. Be a good listener and work with them.
We’ll do a fantastic job for you! What your legal name? What email would you like to use for this account?
Price: “It’s More than We Want to Pay”
Solar is Always Affordable Because they are Currently Paying PG&E
When someone tells you that solar is not affordable… you must tell them “you understand” and remind them that their PG&E bill is already in their budget. There is always an option to lower your monthly budget with a solar power purchase agreement. And, if you cannot afford your PG&E bill then you definitely need to lower your price for electric power by making the switch to solar.
Your Price is to High
Is it the Price or the Cost?
- This is a story close with a bit of the art of confusion question
This needs a story of something you paid a lower price for but cost you more in the long run due to repair costs and replacement costs.
Below is an example of my personal story.
After CONCEDING and COMMITTING to a single objection...
When you say the price is too high are you referring to the price or the cost of solar? They will typically ask you what you mean by that...
Well this reminds me of when I got a “free” car when I was a senior in high school. My Dad was a preacher and someone in the church donated a used Food Fiesta to him. Since I was the only kid old enough to have a drivers license my dad gave me the car. Wow... a free car! No better price than zero... right?
Right away, I ended up having to do a few repairs of course. But I kept it running and took it to college with me. Then the car really started costing me money to keep it running. I was already a broke college kid... now I was just going into the hole with this car and it was consistently going into the shop. I then realized the cheapest price was not always the lowest cost overall.
I ended up selling the new tires on the Fiesta to a college buddy for his car, gave him the radio and then dropped the car at a salvage shop for a few hundred bucks. I was relieved to get rid of this costly, “free” car.
Solar is no different, some customers go for a cheaper price that ends up costing them a lot more due to poor performance of solar panels which means they still end up having to pay PG&E for electrical power. Unfortunately, I meet people who have to replace their complete solar system due to going with sub par panels that they purchased originally... because the “price could not be beat.”
If the price can’t be beat... it’s often time to run from the extreme long term cost. You get what you pay for.
We’ll do a fantastic job for you!
Let’s get you approved. What is the zip code here?
You can follow up this close with Rather Say Sorry Once close (Under Objection Check Competition)
Affordability: “I can’t afford it.”
If I Had Done My Job Right
- This is a logical close
After CONCEDING and COMMITTING to a single objection, ask the customer… If you are hesitating to switch to solar, because you feel it is not affordable… I apologize!
If I had done my job right… you would feel very confident that you can definitely afford it and in fact, save money on your current monthly budget.
- Go through the details of their current average monthly utility cost based on usage and the lower monthly of their solar payment again. Write the numbers out on a piece of paper or your iPad.
I am glad we were able to show you that not only can you afford solar... but that you’ll save money.
I look forward to helping you save money by switching to solar.
Let’s get you approved.... what is your legal name?
Negotiation
When a potential customer brings up price… you are often coming to the negotiation table. Ii’s time to go to work. There’s a stack of money in the middle of the table… how much is going to you… how much is going to them...?
Be confident in your price… be confident in yourself and be confident Got Watts is the best choice for your customer, even if the price is higher than another sub-par solar company.
Never originally price a job out for the amount you want to sell it for. Never. You have no where to go to offer your customer a price incentive to do business today. Start with an higher price than you want to sale the job for. After you have spent 10, 20 or even 30 minutes going over closes… you can use a price drop to earn their business today.
I your price drop does not earn their business, do not offer them another price drop from yourself or they might think there is a third or fourth potential for a price drop. If your personal price drop does not earn their business then you must get management approval for your last and final “best price” to close.
Last Ditch Effort: A discount, sale price…. for doing business today.
Tell your customer that your manager told everyone at the meeting today, that we really need to keep our local installers busy… And, if there was any customers really close to switching to solar, obviously you are, to call him about what we could do to earn your business today.
If you can help keep our installers busy… we can help you with a discount. If I could pay the first three months of payments, would that help you out? (Would that help you out , is an easy way to get a yes answer… of course it would help them out. You use this yes to assume they are saying yes to moving forward with the solar project). Cash buyer: If I could give you an additional $500 off today, would that help you out?
- While dialing your manager… actually based on the size of your system, maybe I can get your first 6 months of payments paid for, we’ll see.
Call your manager… Tell them a bit about the clients, some details about the solar system we will be installing for them and that the customer agreed to help keep our installers busy if we could help them out financially.
- Let your manager know that you understand that three month free is what they had discussed at the meeting, but based on the size of this system… could we please give the customer six months free. SIR… it would really help them out. Ask your manager to please approve the six months of payments for free. Cash buyer go from $500 to ask for a $1,000 discount.
- If the system is small…. say to your manager… I know this system is not a real large solar system which we sometimes can give additional discounts for, but can we please give my customer the six months of free payments… it would really help them out.
Once the manager says yes… while still on the phone, say…. Yes Sir, they do realize they will need to order today, get excited for your customer (smile, nod yes up and down, thumbs up, etc).
Thank you so much Mr. “……”. I really appreciate you helping my customer and they are happy about it as well.
Needing to think about it is the number one objection you’ll hear in solar sales.
Need to Talk to the Kids and Miscellaneous Closes
I Need to Talk to the Kids… Do you?
There are some elderly people who really do need their kids involved. Be caring and know when this is the case. We need to love the elderly… you are going to be old one day yourself.
I do believe that some elderly need solar more than anyone. Being on a fixed income makes it extremely hard to pay PG&E when they have been increasing rates 10%, 15% and sometimes more than 20% in one year. This is extremely hard on some retiree’s fixed budget. Immediately lowering their monthly power bill is an extreme help.
- Unfortunately, there are some kids out there just waiting for mom and dad to die to get their inheritance. They don’t have their parents best interests at heart.
However, most often we hear this objection from people who still control the ”purse” and still make the decisions they want to make, regardless of what their kids think. They just use the “need to talk to the kids” as a way to negotiate. Here’s some closes to handle this objection.
Do Your Children Own the Home?
- This is a logical close
After CONCEDING and COMMITTING to a single objection...
Ask them what they will be talking to their children about. Carefully listen. Whatever their answer, Again concede, I understand. After gaining the commitment to this objection...
- Do your children own your home? They will answer “no” or you should not be presenting to this customer. Then ask if the children will be paying for the solar project (or if they don’t switch to solar, will the children pay the rising PG&E bill). If the answer is “no”, then look the customer in the eye and convince with this: “if the kids don’t own the house and are not paying for the solar, not paying your currently high PG&E bill… what do they really have to do with getting the solar system, that you want?
I look forward to helping you save money by switching to solar (Could use the Re-Explain Benefits close at this point - Find under Miscellaneous below).
Let’s get you approved.... what is the your email?
Follow up with this close
You’ll Do What You Want Anyway
- This is a logical close
After CONCEDING and COMMITTING to a single objection...
Let’s look at this another way. Say you absolutely didn’t want to do the solar. You were totally against it. Now let’s say the kids say “yes” you should get it done. What would you do if you did not want it, and the kids said you should do it? The customer will tell you that if they didn’t want it, the kids “yes” would not matter. The answer would be, “no”.
At this point, you can look the customer in the eye and say “See folks? You’re going to do what you want to do. The final decision is going to be made by you and not the kids.”
I know from what you told me, that you would like to start saving money by switching to solar! (Could use the Re-Explain Benefits close at this point - Find under Miscellaneous below)
Let’s get you approved... how do you spell your last name?
You’re Getting What? Mom? Dad?
- This is a story close
After CONCEDING and COMMITTING to a single objection...then tell a story about someone who didn’t want their parents to get something... but latter realized it was the best thing for them.
Personal story:
This reminds me of myself and my parents. My Mom and Dad, especially Dad, wanted to get e new puppy. Although puppies are cute and all... I was thinking due to my parents health issues, who was going to take care of the dog if they could not.
Well, my parents did get a puppy and it has brought them so much joy and happiness. It was in my selfishness that I was thinking it was not a good idea. It turns out it was the best thing ever. It has brought a lot of love into their home.
I thought similar thoughts when they were talking about getting a new car... their budget is tight. Turns out they love the seat warmers, Bluetooth and the trips they’ve taken in their new ride. It’s been great for them!
I have realized that my Mom and Dad know their finances and deserve to do the things they liked to do. I’m sure your kids feel the same way.
I know you have said you can see how solar will save you money.
Let’s get you approved... what is your street address?
Miscellaneous
Re-explain Benefits
After CONCEDING and COMMITTING to a single objection...
Re-explain the value proposition (list all the benefits of switching to solar) then ask... If you were to go solar would it be...?
- To save money
- To protect yourself from rate increases
- To own your electric power instead of renting it
- For the environment
Let the customer answer... Then ask a reflex question “come on…let’s get you approved... what’s the best email for you?
I’ll Wait Until I Can pay Cash
After CONCEDING and COMMITTING to a single objection...
Do you mind if I ask you how long it will take you to save the money to pay cash?
Let’s say the customer answers, “two years”.
So you are telling me in two years you can save $35,000? (They answer, “yes”)
Now when you get this solar done in two years, how are you going to pay the balance? (“What balance”, they ask.)
Understand folks, in two years the solar will no longer be $35,000. Our prices generally go up due to inflation, the increased cost of parts and labor. Plus, you will have paid more for your electrical power from PG&E for two more years.
Saving $35,000 over two years would mean putting away $1,458.33 a month.
Since there are no pre-payment penalties with the Go Green Financing, you can order your solar now and pay it off over the next couple of years. You will start saving money on your PG&E bill immediately.
Folks, what I”m saying is this, by going with our financing, you can avoid any price increase, enjoy the solar over the next two years and have the money you are currently paying PG&E start paying for your solar investment immediately.
Can you see how waiting to pay cash later will cost you money? …… and setting it up on payments now will save you money? Yes?
We’ll do a great job for you.
Let’s get you approved... what is the best email for this account?
I’m Getting My Own Financing
- This is a logical close
After CONCEDING and COMMITTING to a single objection...
That’s great folks. Our policy on that is we go ahead and write you up for our financing so we can start processing your order today. Now your job, will be installed in the next six to ten weeks. You have all that time to get your money from your bank, then when the job is complete, you pay us the balance. Now, if your bank can do better on the payments or less than 6.99% interest, then God bless you!
Folks, I am all about you saving money any way you can. If they can’t do better, then you still have our low payment, that we know you can afford.
We’ll do a great job for you.
Let’s get you approved... how do you spell your last name?
A Joyful Experience Full of Happiness is Key
A Sale is an Emotional Transfer
Your customers are going to feel the way you feel. If you get serious at the close, or start debating your potential customers… You will not win often.
You must make even the close sequence joyful. Tell great stories… be passionate. Let your enthusiasm overshadow any potential discouragement of your client saying no multiple times. It’s your job to keep your customers at easy so they can be confident going with you is their best decision.
Happy Customers Buy!
Your Finest Close
It is important to remember that your finest close is always a superb sales presentation. Do not get lazy and quick pitch… then try to use the closes to handle the many objections you’ll receive as a result of not presenting well.
Excellence takes work… get it done!