Marketing and Sales
Business Growth

The Psychology of Solar Sales - How to Win Deals and Influence the Future

by Taylor Jackson • Last updated 01/2023

Course description

This course launches February 2023. Get $510 off available only for the first 50 registrations. Use the discount code - sales2023. We intend for the course to offer NABCEP accreditation hours, pending review by NABCEP

Solar clients are irrational! But that doesn't mean clients are unpredictable.

By understanding human nature, the psychology of decision making, and influence really works, anyone can reliably become better at selling solar.

The Psychology of Solar Sales shows you how to apply ten key principles from the the science of psychology to the solar sales process to generate more agreements and turn satisfied clients into your biggest marketing engines.

The course also covers technical information that you need to master to be able to succeed as a sales consultant, including how systems are designed and installed, as well as solar incentives and financial mechanisms and more. As the course covers these topics, it focuses on how to relate the technical to the personal. There's only one part of the sales process that will never change - human nature and human psychology.

How do you know what financing option you should recommend for a client based on their motivations and concerns? How do you educate a client about their utility bill without their eyes glazing over? How do you discover and build on your client's motivations for considering solar?

The evergreen skill of solar sales is actually very basic: how do you influence clients to go solar?

It’s simple, but somehow, most solar sales courses never answer this fundamental question.

The foundation of the course is teaching you ten experimentally validated principles of psychology - principles that have been verified through numerous scientific studies - and how they can impact the solar sales process. However, this isn’t just an academic or theoretical exercise. With every psychological principle, the course walks you through common, real world examples of how you can apply your newfound knowledge to improve client interactions. Once you understand these principles, you’ll see them in action everywhere in your everyday life, and you’ll be able to use them to help you overcome any roadblock you encounter in selling solar systems in your market.

Additional Topic Areas Covered:
The life cycle of a sale from start to finish, from an initial sales call to proposal to post-install referral call
Sample scripts for every type of client communication
Residential system design and construction, including all of the major components
How to explain what each component does for your client, and the advantages and disadvantages of different approaches
How to deep dive into utility bills, usage, and net metering
How to size a system that's right for your client
How solar systems are financed, sold, leased, or PPA'ed, including tax credits and incentive structures
The most commonly asked client questions and how to address them

You’ll leave this course with the technical background and communication skills you need to take advantage of every interaction with a client, close more deals, and create a referral network of happy clients.

Ready To Sign Up Today? Click Here to Enroll

Full course outline

Welcome - Orientation Materials

This course is self-paced, so you don’t need to be logged in at any specific time. You can get started immediately after you enroll and the course materials will remain in your account with minimum guaranteed access for 12 months (1 year) after enrollment.

  • Official Course Launch - February 2023
  • Set up email notifications and your student profile
  • Introduce yourself on the discussion board
Module 1 - Big Picture Introduction

  • 1 Course Introduction (49:11 minutes)
  • Psychology of Learning Quiz
  • Course Materials Quiz
  • Course Intro Slide Deck
  • Optional: Provide Feedback on Lesson 1
Module 2 - Introduction to Unit 2 - The Principle of Framing

This module introduces the principle of "framing" and the "framing effect," and provides an introduction to Unit 2's Psychology Lessons. Sales consultants connect their clients to particular stories, which can either trip up a sale or make solar more compelling. This module explores the psychology of decision making so that consultants can be better equipped to use stories more deliberately and to tell more compelling stories using the tools of psychology.

  • 2 How Storytellers Rule the World - Understanding the Principle of Framing (52:14 minutes)
  • Framing Quiz
  • Deliberate Practice: PVAS
  • Framing Slide Deck
  • Optional: Provide Feedback on the Framing Lesson
Module 3 - From Pushy Salesperson to Trusted Expert - Connecting with your Client

  • 3 The Principle of Liking (39:41 minutes)
  • 4 The Principle of Reciprocity (50:38 minutes)
  • 5 The Principle of Authority (43:44 minutes)
  • Liking Quiz
  • Reciprocity Lesson Quiz
  • Authority Quiz
  • Deliberate Practice: Reversals
  • Deliberate Practice: Upfront Contract
  • Deliberate Practice: Framing a Favor
  • Deliberate Practice: Building Trustworthiness By Admitting a Lesson Learned or Weakness
  • Deliberate Practice: Compliment Your Client
  • Liking Slide Deck
  • Reciprocity Slide Deck
  • Authority Slide Deck
  • Optional: Provide Feedback on the Liking Lesson
  • Optional: Provide Feedback on the Reciprocity Lesson
  • Optional: Provide Feedback on the Authority Lesson
Module 4 - Client-Centered Sales - The Psychology of Listening

This module covers three principles that will help you better listen to your clients anxieties, beliefs, and motivations, and then use your knowledge of your client to create a more compelling solar story.

  • 6 The Principle of Loss Aversion (48:58 minutes)
  • 7 Consistency (44:25 minutes)
  • 8 Cognitive Dissonance (39:04 minutes)
  • Loss Aversion
  • Consistency Quiz
  • Cognitive Dissonance
  • Deliberate Practice: Skillful Listening
  • Deliberate Practice: Uncover Client Anxieties
  • Deliberate Practice: Mitigate risks and Redirect anxiety
  • Deliberate Practice: "Pose a Hypothetical" & "Reference a Commitment"
  • Deliberate Practice: Validating a Problematic Belief
  • Deliberate Practice: Sidestep Method
  • Loss Aversion Slide Deck
  • Consistency Slide Deck
  • Cognitive Dissonance Slide Deck
  • Optional: Provide Feedback on the Loss Aversion Lesson
  • Optional: Provide Feedback on the Consistency Lesson
  • Optional: Provide Feedback on the Cognitive Dissonance Lesson
Module 5 - Guiding a Client with Compelling Stories - The Psychology of Universal Motivators

This module wraps up the psychology unit with three additional principles of psychology that can be used to maintain sales momentum at key inflection points, and a final lesson that returns to framing to provide a framework for narrating your client's solar journey.

  • 9 The Principle of Social Proof (43:02 minutes)
  • 10 The Principle of Unity (47:30 minutes)
  • 11 Scarcity (46:00 minutes)
  • 12 Framing The Hero's Journey (45:51 minutes)
  • Social Proof Quiz
  • Unity Quiz
  • Scarcity Quiz
  • Framing the Hero's Journey Quiz
  • Deliberate Practice: ISS Method (Identify Anxiety, Social Proof, and Similarity)
  • Deliberate Practice: Reduce Pressure
  • Deliberate Practice: 4S Method for Unity
  • Deliberate Practice: Scarcity, Competition, and Insider Info Stack
  • Deliberate Practice: Choose Your Method(s) for Handling Client Anxiety
  • Deliberate Practice: Choose Your Method(s) for Building Client Motivation
  • Deliberate Practice: Choose Your Method(s) for Guiding Your Client in a Competitive Scenario
  • Deliberate Practice: Choose Your Method(s) for Building Referrals
  • Social Proof Slide Deck
  • 10 Unity Slide Deck
  • Scarcity Slide Deck
  • Framing the Hero's Journey Slide Deck
  • Optional: Provide Feedback on the Social Proof Lesson
  • Optional: Provide Feedback on the Unity Lesson
  • Optional: Provide Feedback on the Scarcity Lesson
  • Optional: Provide Feedback on the Hero's Journey Lesson
Module 6 - IN DEVELOPMENT System Components Deep Dive and How to Relate Technical Knowledge to Personal Values

In this module, we review the major types of solar system install components, how they work, and how to explain them to a client. We refer back to the principles of psychology so that you can find the emotional content of each technical component, so you can use the education of your client as an opportunity to drive the sales process forward.

  • Roof Types, Roof Attachments, and How to Frame Risk (16 seconds)
  • Module Rails or (Railless) and Talking about the Aesthetics of Installs (16 seconds)
  • Module Types and How to Talk about Right-Sizing a 30 Year System (16 seconds)
  • String Inverters vs. Optimizers vs. Microinverters - Inverting The Inverter Question - (16 seconds)
  • Monitoring Systems - Client Knowledge (of Power) is Power, (16 seconds)
  • The Final BOS - Understanding Conduit, DC Connectors, Combiners, Disconnects, and Circuit Routing (16 seconds)
Module 7 - IN DEVELOPMENT Sales Process Deep Dive

  • Initial Sales Call Script (.rtf)
  • Pre-qualification Call Script (.rtf)
  • Proposal Script (.rtf)
  • Referral Call Script (.rtf)
Conclusion - Feedback and Additional Resources

This is our last module but you still have access to the all of course materials for 12 months (1 year), so keep working and you'll be able to complete the course at your own pace. After your year of access expires you can optionally extend access with a HeatSpring Membership. Enjoy the course and keep in touch!

  • 1 Year of Access to Course Materials
  • Feedback: 2-minute Exit Survey
  • Consider Joining as a HeatSpring Member
  • Certificate of Completion: Request a Certificate


Taylor Jackson

Finial Solar

Taylor Jackson is a clean energy executive and consultant, serial sustainable entrepreneur, and Fulbright scholar, based out of Asheville, North Carolina. He served as Chief Operating Officer at Joule Solar as it grew from a local residential installer in New Orleans to one of the top developers and EPCs in the country. In 2019, he left Joule to found [Finial Solar... Learn more


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Frequently asked questions

How does this course work?

This 1 module course is delivered entirely online. This course is self-paced and you can set your own schedule to complete the materials. During your year of access the instructor will be in the course answering questions on the discussion board every Monday. After successfully completing the course, you will be able to generate a certificate of completion.

How long do I have access to the materials?

Students can pre-order but will not be able to access the full course materials or earn a certificate of completion until the course is fully published. Once the course is published any students who have pre-ordered will then have access to the course materials for one year (365 days). After the one year of access expires, access can be extended by joining as a HeatSpring member. A single membership extends access to course materials for all past enrollments.

Is there a certificate of completion?

Yes, when you complete this course you are eligible for a certificate of completion from HeatSpring. You can download your certificate as soon as you have completed all of the course requirements. Students can easily share their verified certificates on their LinkedIn profiles using our LinkedIn integration.

Can I register multiple people?

Yes please visit our HeatSpring for Groups page to get a group discount.

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