In today’s competitive residential solar installer market, where aggressive pricing, tighter margins and sky-high homeowner expectations prevail, sustainable growth and success won’t come from just cutting prices, it comes from adding more value. That’s the belief of David Humphriss – a former solar installer and now Head of Residential with SolarEdge UK – who shares his tips on how installers can guide their customers from first contact to long-term satisfaction, building a thriving business along the way.
David Humphriss
1 – Building Trust from the First Interaction
Great selling isn’t about you, it’s about the person across the table. It’s tempting to lead with credentials or jump straight into system specs for what you would want, but understanding the goals and challenges for each specific customer is key to the rest of your sales process. Whether they’re after the fastest payback safety, smart tech integration or even sleek aesthetics, asking the right questions, especially about what problem they are trying to solve, is key to building trust and closing the sale.
Once you’ve understood the customer’s goals, it’s time to educate, not sell. The system with the lowest upfront cost isn’t always the best value – highest energy production often means fastest payback. Help homeowners understand how different products meet their insurance needs, address safety concerns, or support smart home integration.
Present options as impartial advice, empowering them to make informed decisions. It’s a significant investment, and customers appreciate transparency. For example, when recommending systems with more advanced safety, explain why they matter and how they work. If they’re unsure about adding a battery, suggest starting with solar only and revisiting their consumption data after 6–12 months to assess how much they can tangibly benefit from more self-consumption with solar + storage. This phased approach builds trust and gives you a reason to reconnect later with real data in hand.
2 – Designing With the Customer – Engagement Equals Sales
Why are car dealers so successful? Because they make you sit in the car, adjust the seat, and picture yourself driving it. Solar should be no different. Involve homeowners in the process – walk them around the property, look at their roof and meter, and even let them help measure the site. This hands-on approach builds excitement and gets them invested. Use a quality design tool to visually map the system on their roof and collaborate on adjustments to suit their preferences. More often than not, you’ll find the customer working with you to see how you can squeeze a bigger system out of their roof space.
While virtual quotes and desktop surveys are now common, personalisation still matters. If an in-person visit isn’t possible, screen share the design tool and walk through it together. Even remote engagement can significantly boost your close rate when it feels tailored and interactive.
3 – Value Over Price
How often do we get presented with a series of options, but the one we can’t forget or let go is the bigger, shinier option? Helping homeowners to understand that the best return on investment over the long run often comes from higher-yielding solar systems with smarter software, not necessarily the lowest price tag, is the quickest route to higher margins. Educate them on why systems that offer more than just basic safety features and longer warranties are the safe and smart choice to safeguard their investment. When customers see the long-term benefits vs the low low-cost options, they’re more likely to invest in quality.
In a competitive market, many installers focus on offering the lowest price, often at the expense of profit margins, installation quality, and long-term customer satisfaction. Rushed installations increase the risk of errors and safety issues, leading to costly site visits and reputational damage. Competing solely on cost is a race to the bottom. I’ve found that offering differentiation and added value is what sets you apart.
4 – Stay Ahead of Tech and Trends
Referencing local incentives, upcoming energy policies, or market trends is a great way to demonstrate expertise and add value. It’s also a smart way to start initial conversations or follow up with leads.
Solar technology evolves quickly, with new smart devices, apps, and integrations constantly emerging. While it’s tough for busy installers to keep up, partnering with a knowledgeable manufacturer makes a big difference. Look for vendors that offer regular, region-specific training and support to help you understand and sell more advanced systems.
Staying up to date helps you to deliver more value and improve the ROI for customers. In the UK, for example, installers registered with TrustMark and PAS2030:2035 can install PV under ECO4 funding. To deliver these, you can either work directly with energy suppliers or managing agents who assist with compliance and paperwork. Similarly, schemes like the UK Demand Flexibility Service allow smart meter users to shift energy use in return for financial rewards. But only registered providers are eligible, so the PV system you recommend homeowners matters.
Cybersecurity is also increasingly under the spotlight. Regulations like the UK’s PSTI and the EU’s RED are putting data security in focus and getting the ball rolling on basic PV system requirements. With tighter cybersecurity regulation on PV inverter manufacturers on its way, get ahead by checking where vendors store your customer’s data and what protocols they follow to avoid potential future system noncompliance. The last thing you need is to have to rip up and replace installations later on. Being informed builds trust, and trust closes deals.
5 – Delivering Ongoing Customer Support
Great customer service begins with thoughtful follow-up during the sales process. Summarise what was discussed, outline the options, clarify expectations, and confirm next steps. This shows you’ve listened, tailored the solution, and are already moving things forward. Your ability to deliver great service also depends on your suppliers. For smart components like inverters and batteries, choose manufacturers who offer responsive support, training, and have a strong UK presence. When issues arise, real-time help matters.
Post-installation, check in. Ask your customer if they’ve downloaded the app and walk them through it. This reinforces your commitment and gives the customer confidence to refer you. While you’re there, why not ask if they know someone else who might benefit from solar.
Today’s customers expect fast, professional service, more so than other industries, as energy bills rise. One minor fault can trigger demands for compensation, even if energy production is barely affected. Setting clear expectations early can help to avoid these issues down the line – define your response times and explain when compensation would be given. Clear terms and conditions save time, avoid disputes, and improve satisfaction. Honesty upfront is better than issues down the line.
There are tools available to help you manage this relationship without adding to your workload. Some installer apps will allow you to set automated alerts on system performance, remotely configure settings, and easily access customer contact information for check-ins. Professional follow-up not only improves satisfaction, it also boosts your reputation and repeat business.
How Do I Start?
There’s no doubt that today’s solar market is highly competitive for residential installers. Although it’s tempting to get involved in the race to the bottom, your long-term business success won’t come from cutting prices. It comes from adding value. Listen to your customer. Engage them in the design process. Offer transparent, tailored advice, and partner with a manufacturer who helps you stay ahead and supports you when it counts. This value-first approach will not only improve your close rate, but it will also build long-term customer relationships, and ultimately, long-term business growth.
For more information, please visit: https://www.solaredge.com/uk/
More renewable energy information can be found here: https://essmag.co.uk/category/renewable-energy/
