I’ve written elsewhere why selling solar door-to-door is a terrible way to make a living.
Maybe D2D sales worked for solar in the past, especially in neighborhoods where somebody already has solar.
But today, there are good reasons why knocking on doors to sell solar gives worse and worse results:
- Fewer products are sold door-to-door and homeowners no longer welcome salesmen at home
- Consumers have many other options to buy products, especially the Internet
- When it comes to solar, homeowners are more skeptical than ever after stories of solar low-quality installations and other solar scams
Like Halloween with No Candy
The last point seems to be getting more true in the nation’s hottest solar market, at least if you believe David Crane, former CEO of NRG and now with Pegasus Capital, speaking to the opening session of the Solar Power International conference last year in Las Vegas. In the words of pv magazine,
He described California at present at being “like Halloween with no candy” as households turn out the lights and draw the blinds with so many solar salesmen traipsing door-to-door.
My respect goes out to anybody who still tries to sell solar by cold canvassing. Since you have to knock on hundreds of doors on average to make a single sale, I admire your stamina.
But D2D solar in California is turning out to be all trick and no treat.
All that time and effort put in by D2D sales could be put to much better use by solar companies to bring their sales tactics out of the 1970s and into the 21st century.
Want to know how to get there? My new book The Solar Sales Leap is a complete guide to taking your new customer outreach online.
A New Threat to D2D Solar from Utah
By the way, door-to-door solar may be dead not just in California, but also in neighboring Utah. In January, a Salt Lake City TV station reported of a new scam involving D2D solar and burglars:
It’s the newest scam to hit the Salt Lake Valley, and so far no arrests have been made. Unified Police say people are going door to door pretending to sell solar panel systems. If no one answers, they break in, looking for jewelry and money. About $1,000 worth of bracelets, necklaces and watches were stolen right out of Carrie Paulson’s jewelry box inside her Herriman home on January 4.
Scams like this are sure to make homeowners in Utah and other states even less eager to open the door for solar salesmen. Not that homeowners are all that eager to open their doors now. Just sayin’.
Forget about selling door-to-door. You can reach more solar buyers and do it more effectively on the Internet:
- Get your own website (not just a Facebook page)
- Make sure you can update the site yourself
- Publish helpful content for your potential customers
- Get the word out through search engines, email and social media
In this way, you can build trust that door knockers will never build.
— Erik Curren, Curren Media Group