Solar
Marketing and Sales
Business Growth
The Psychology of Solar Sales - How to Win Deals and Influence the Future
About this course
Too many of our clients decide against solar. Their reasoning can seem mysterious at times, but there's usually a reason why - and it may not be the one that they're telling you.
Uncover the hidden motivations that drive solar clients by mastering fundamental principles of psychology.
The Psychology of Solar Sales shows you how to apply ten key principles from the science of psychology to the solar sales process. You'll learn a complete solar sales methodology, which will enable you to more easily connect with your clients, listen for their unique motivations, and tailor your communication approach to their needs. The course then shows you how to apply psychological principles to dramatically improve your ability to explain foundational solar technical topics, from construction to finance.
Once you understand the principles motivating human decisions, you’ll be able to use them to overcome any unique roadblock you encounter in selling solar systems in your market.
Additional Course Content
- Downloadable sample scripts with commentary on how the principles can be applied
- Video script walkthroughs with simulated client conversations
- How to sell (or sell against your competitors) when explaining roof attachments, racking, modules, and inverters
- The most common client objections and examples of how to address them
- Psychological strategies for converting your signed clients into long-term referral engines
- Downloadable sample scripts with commentary on how the principles can be applied
- Video script walkthroughs with simulated client conversations
- How to sell (or sell against your competitors) when explaining roof attachments, racking, modules, and inverters
- The most common client objections and examples of how to address them
- Psychological strategies for converting your signed clients into long-term referral engines
Course outline
11 modules
19:11 hours
of video lectures
Module 1 • 8 assignments
Big Picture Introduction
Module 1 • 8 assignments
Big Picture Introduction
In this module, we review the course goals, provide an overview of the course content, and review a few findings from psychological research on learning that will help you optimize your learning speed with this and other on-demand courses.
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Module 2 • 5 assignments
Introduction to Unit 2 - The Principle of Framing
Module 2 • 5 assignments
Introduction to Unit 2 - The Principle of Framing
This module provides an overview of what psychology tells us about how humans (including clients!) actually make decisions (sneak preview: it's not a rational process).
By understanding the principle of framing, solar sales consultants can master the most foundational skill of influence - nudging clients toward greater understanding and better decision making with compelling stories, frames, and analogies.
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Module 3 • 17 assignments
From Pushy Salesperson to Trusted Expert - Connecting with your Client
Module 3 • 17 assignments
From Pushy Salesperson to Trusted Expert - Connecting with your Client
Every sales consultant wants to be treated with respect and provide guidance, yet clients are wary and sometimes even hostile at first. This module explores the deep evolutionary reasons behind our clients' suspicious nature, and how three principles of psychology - the principle of liking, the principle of reciprocity, and the principle of authority - can supercharge our ability to connect with our clients. Leveraging these three principles can help us overcome skepticism, start a solar partnership with our clients, and ultimately become trusted guides for our clients' solar journeys.
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Module 4 • 18 assignments
Client-Centered Sales - The Psychology of Listening
Module 4 • 18 assignments
Client-Centered Sales - The Psychology of Listening
Every client's journey to solar is unique, yet we often use the same sales script for everyone who walks in the door. This module introduces three principles of psychology that will help you truly listen to your client - the principles of loss aversion, consistency, and cognitive dissonance. By understanding more about universal human motivators and becoming more skillful at recognizing each client's anxieties, motivations, and beliefs, we can help find as many ways to personalize solar as there are potential clients.
The end result is clients who feel heard, who know why solar is a good fit specifically for them, and who are much more likely to be spread the good word as long-term referral engines.
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Module 5 • 24 assignments
Guiding a Client with Compelling Stories - The Psychology of Universal Motivators
Module 5 • 24 assignments
Guiding a Client with Compelling Stories - The Psychology of Universal Motivators
At some point, most clients will begin to falter in their solar journey. Perhaps they're stuck on a tough decision point. Perhaps they're frustrated about a delay or price change. Perhaps they feel like they should just wait and see until a moment that never comes. It's at these moments where your role as their guide is most critical. In this unit, we introduce principles of psychology that will turn problems into opportunities, (Unity), create momentum when a client wants to give up, (Scarcity), will help us guide them when they're uncertain (Social Proof), and move our client's forward on personal Hero's Journey to solar no matter the obstacle.
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Module 6 • 19 assignments
Unit 3: Solar Technical Operations and Great Technical Communication
Module 6 • 19 assignments
Unit 3: Solar Technical Operations and Great Technical Communication
Too many solar clients drop out because they feel like they're back in 7th grade science class, hoping the teacher doesn't call on them. Technical information can be overwhelming, yet it's impossible to find the best fit for your client without it. In this module, we give you the technical expertise and the communication strategies to explain solar to anyone, as well as how to identify the emotional elements of technical conversations that can make or break a sale. From electrical basics to common solar components, this module covers construction, operation, and communication so that you're prepared for any client and any competitor.
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Module 7 • 10 assignments
Solar Financial - Utility Bills, Incentives, Financing, and The Psychology of Money
Module 7 • 10 assignments
Solar Financial - Utility Bills, Incentives, Financing, and The Psychology of Money
Most clients bring lots of fear into financial topics like taxes, loans, and bills. Yet solar sales consultants generally have to discuss all three to explain how solar works!
In this module, we give you the information you need to be confident guiding your client through these psychological landmines, by walking you through how utility bills work, the many financing options available, and the types of incentives that may be available in your area.
Through all of it, the lessons highlight common psychological baggage that your client may be bringing into the process, how to navigate their problematic narrative frames, and how to identify winning arguments that leverage the psychology of money.
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Module 8 • 6 assignments
Sales Process Overview and Common Objections
Module 8 • 6 assignments
Sales Process Overview and Common Objections
In this module, we integrate our psychology and technical lessons to take on the sales cycle. We review the basics of how the sales cycle works, key metrics you should be tracking to improve your performance, and review common solar objections and how to integrate all of our previous lessons in your response.
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Module 9 • 5 assignments
Qualifying Your Client (While Connecting, Listening, Educating, and Managing their Expectations)
Module 9 • 5 assignments
Qualifying Your Client (While Connecting, Listening, Educating, and Managing their Expectations)
In this section, we focus on the qualification process, putting the principles into practice to unearth objections early, introduce key educational components, and set our clients expectations appropriately so that they're ready to sign an agreement as soon as they've seen a proposal.
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Module 10 • 8 assignments
Closing the Deal and Creating a Referral Engine
Module 10 • 8 assignments
Closing the Deal and Creating a Referral Engine
In the final module, we handle last minute objections, build sales momentum with the proposal, sign an agreement, and immediately start the next step of the process - turning a signed client into a long-term relationship and a referral engine.
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Conclusion • 3 assignments
Feedback and Additional Resources
Conclusion • 3 assignments
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!
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Continuing Education Units
Approved for the following CEUs
- NABCEP Advanced Credit Hours
- NABCEP RE Elective
- NABCEP PV Associate Renewal
NABCEP Registered Provider
This course counts towards the training requirements for taking NABCEP professional certification exams and CEUs for renewing all certifications.
Instructor
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 begin supporting top...
Frequently asked questions
Full FAQHow does this course work?
You can begin this online course instantly upon enrollment. This 10 module course is delivered entirely online. This course is self-paced and you can set your own schedule to complete the materials. You can begin the lecture videos and other course materials as soon as you enroll. 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 get unlimited access to the course materials as soon as they enroll and for one year (365 days) after enrollment. Rewatch videos and review assignments as many times as you want. View updates the instructor makes to the course as the industry advances. Return to your course anytime with online access from anywhere in the world. 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 Teams page to get a group discount.