How Building Negative Buyer Personas can Help You Avoid Bad Solar Customers
Getting new customers is always a good thing for solar contractors - right? Unfortunately, this isn’t exactly true. Not all new customers are going to be profitable for your solar business. In order to avoid these bad prospects, your reps should have a clear idea of which types of customers to turn down. Building negative buyer personas will give them the means to easily recognize the dud leads.
What is a Negative Buyer Persona? A negative buyer persona is a descriptive profile that lists the defining traits of a customer who isn’t a good fit for your company. The traits that should be included are those that cause the most friction for your sales team. Ask your reps to share the common patterns they see in homeowners that end up not buying - or worse, the sort of customer who is a nightmare to deal with.
There are a few key questions your reps can consider: Which types of solar customers.... ...take the most amounts of time and/or resources to close? ...do you dread interacting with? ...interfere with your productivity? ...yield the least profit? ...tend to leave bad reviews? ...tend to file complaints or start disputes?
Example #1: The Homeowner with No Budget This homeowner’s annual income is less than $45,000 per year (the minimum average of solar customers). While it’s not impossible to afford solar within this income bracket, it is often too much of a financial strain. Sales reps can end up sinking a lot of time into this type of customer because they’re reluctant to commit to buying. In many cases, they never end up buying because they just can’t afford it. The result is that your reps invested too much in a customer who was never going to yield profit.
Example #2: The Window Shopper The Window Shopper is a homeowner who isn’t very serious about going solar. They’re curious enough to scope out their options, but they have no intentions of committing to a sale. This type of homeowner will often be quite engaged at the beginning, asking questions and requesting educational materials, but they go cold when it comes time to move forward with the purchase. Much like the low-income homeowners, these customers can’t provide the profit needed to justify investing so much time in them.
Improve Your Customer Base with the Help of a Solar Marketing Company By partnering with a leading solar marketing company like Grid Freedom, you can start sourcing better quality leads. Grid Freedom uses a thorough qualification process to ensure that every lead provided is one with the traits of a promising and profitable sales prospect.
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