I firmly believe that in order to succeed in marketing, we must all know exactly who we’re selling to. Not only that, but we need to really dive in deep to find out what their pain points are, what their problems are, what do they believe in, what do they fear, and what are their motivations etc.
If we don’t do that, we won’t get anywhere. We’ll be marketing to everyone, which means we’re marketing to no one.
We’ve helped a number of solar companies uncover their ideal customer in what we called “Discovery Sessions”
Each one of these ideal customers / customer personas are different because each one of our clients are different.
But here are the 4 basic types that are quite common and have come up a few times.
Let’s discuss their pain points and motivations.
This is the most common type of solar consumer.
Calculated and frugal investors are careful with their money.
Their primary goal is to spend wisely and be lean if possible. They understand the climate impacts of solar, but their main goal is to ensure they get the best bang for buck.
They are typically a family with 2-3 children. One parent or perhaps both are full time working professionals.
Their home is decently large, and will have heaters and air conditioning systems but conserving energy is not one of their primary concerns.
They may be watching out for government rebates with a keen eye. They know what power company they are with, how much they’re paying, and whether they are under a contract.
They may already have their smart meter readings on file. With that, they would be able to calculate what the payback period will be.
These types of consumers are very analytical and won’t mind paying more for better quality. The most important criteria to them is seeing the value of the investment.
These people will do everything they can to help save the environment.
They are typically keen on recycling, like composting and will typically vote for the Greens party.
They are generally younger, quite educated, and understand the science behind climate change.
They know that whatever they do will only be a drop in the ocean, but want to make a difference. They fear that if they are not responsible for taking control, the world will be a very different place in a few decades time. They also hope that their children will be able to enjoy the world as they are now.
They are fed up with world leaders taking bribes, and the general inaction of major polluting countries.
Paying a little extra is not important to them so long as they know they’re making a difference.
To them, installing solar panels is not about saving money. It is an extension of who they are. They will tell all their friends and family about it, and be your biggest advocate and marketer if you do a good job.
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The idea of not needing energy from another source fills these types of consumers with joy.
This means they want to control the generation, storage and consumption of electricity. This will mean that they are looking into a battery already.
They are typically slightly older, perhaps semi-retired, children have left, and they have the financial means to be able to go independent.
Their home may be slightly smaller, which means being energy independent is quite possible.
Because of their need for independence, they may also be composting and growing their own food.
They want to look at their electricity bill, and know that they have either contributed to the grid, or hardly used any grid electricity.
These are the people who are early adopters of technology because they love it. They see solar as being the future of energy generation, and want to be one of the first ones to enjoy it.
To them climate change and cost savings are an added bonus.
They love checking usage on a regular basis via their app. Because they have access to all the data on their smartphones, they also love showing their friends how much they love their solar system.
They may go and replace their gas appliances with electric ones just to get the most out of their solar system.
They may also be solar enthusiasts. They’re on forums such as whirlpool or reddit, and probably understand the science behind how solar panels work.
They also love their computer and some may even venture into crypto mining, which uses a lot of energy.
These people are likely to be young adults still living with their parents or young homeowners. This means they may not have the financial means to buy solar systems immediately. But they know that they want to in the future. Get into their hearts and minds by being on the same platforms they are, such as Tik Tok, and create content that educates or entertains.
If successful, you may be able to become a generational brand.
So these are the 4 main customer types for solar. Did I miss out on any? I’d love to hear your thoughts.
If you would like me to help you uncover your business’ ideal customer, click on the link below.
Download the FREE PDF, implement these changes, and you may increase your solar installations by 5-10%.
Get the bookBook a Free Strategy Session and find out how your solar company can be more profitable
