A Guide to Persona-Based Solar Sales

The 5 Solar Buyers

When it comes to solar sales, one size does not fit all. In this interactive guide, we'll introduce the 5 solar buyers you're most likely to encounter and what will motivate each of them to go solar with you.

The Lifelong Learner

The Lifelong Learner

TMI doesn’t exist for the Lifelong Learner. They love getting immersed in a subject and when they take on a project they take it on full force.

The Lifelong Learner

Here’s how to modify your sales pitch for the Lifelong Learner:

Focus on

  • Showing them the site model along with LIDAR, Irradiance, and Sun-Path Modeling
  • Energy consumption projections
  • Financial projections and payback estimates

Focus less on

  • Bill savings
  • Aesthetics
  • Environmental benefits

Using Sales Mode with the Lifelong Learner

To build trust with the Lifelong Learner you’ll want to share how solar can create resilience in the event something does go wrong. You should aim to educate them using the Energy Usage Page, Energy Offset Chart, and Battery Storage Page in Sales Mode.

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The Cost Saver

The Cost Saver

A penny saved is a penny earned for the Cost Saver. Contrary to popular belief, Cost Savers don’t mind spending money, they just want to make sure they’re getting the best value.

The Cost Saver

Here’s how to modify your sales pitch for the Cost Saver:

Focus on

  • Their current energy bill & consumption estimates
  • Financial projections and payback estimates
  • Pre- and post-solar bill estimates
  • National and local incentives
  • Company discounts and promotions

Focus less on

  • Aesthetics
  • Environmental benefits
  • Energy production (Irradiance, LIDAR, sun path modeling, etc.)

Using Sales Mode with the Cost Saver

To build trust with the Cost Saver you’ll want to share how going solar can actually help them achieve their cost saving goals. You should aim to educate them using the Bill Overview Page, Monthly Average Bill Chart, Adders/ Discounts Page, and Financing Page in Sales Mode.

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The Cool Kid on the Block

The Cool Kid on the Block

Beauty isn’t skin deep, it’s solar deep. The Cool Kid on the Block cares just as much about how a solar panel looks as what it does.

The Cool Kid on the Block

Here’s how to modify your sales pitch for the Cool Kid on the Block:

Focus on

  • Showing them the 3D model of their home (including street view)
  • Higher end solar panels that have a modern feel
  • How you can move the solar panels to their desired location
  • Environmental benefits that they can brag about to their neighbors

Focus less on

  • Financial projections and payback estimates
  • Bill savings
  • Max-fit designs and NEM policies

Using Sales Mode with the Cool Kid on the Block

To build trust with the Cool Kid on the Block you’ll want to position solar as the “modern” way to produce energy and showcase your best looking solar panels. You should aim to educate them using the Performance Simulation Page and the Sun-Path Animation in Sales Mode.

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The Green Crusader

The Green Crusader

Reduce, reuse, recycle. The Green Crusader wants to be environmentally responsible and doesn’t mind spending money to live a more sustainable lifestyle.

The Green Crusader

Here’s how to modify your sales pitch for the Green Crusader:

Focus on

  • Energy consumption offset
  • Energy production (Irradiance, sunpath modeling, etc.)
  • Environmental impact of switching to solar
  • Other upgrades, such as battery storage and EV charging

Focus less on

  • Payback periods and financial modeling
  • Aesthetics

Using Sales Mode with the Green Crusader

To build trust with the Green Crusader you’ll want to share how going solar not only helps reduce their environmental impact today, but also helps contribute to the future of the green movement. You should aim to educate them using the Environmental Benefits Page and the Energy Offset Chart in Sales Mode.

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The Independence Seeker

The Independence Seeker

Better safe than sorry. The Independence Seeker doesn’t necessarily think our infrastructure will fail, but they’d like to be prepared in case it does.

The Independence Seeker

Here’s how to modify your sales pitch for the Independence Seeker:

Focus on

  • Energy production (Irradiance, sunpath modeling, energy offset, etc.)
  • Net energy metering and over-production
  • Other upgrades such as battery storage and EV charging

Focus less on

  • Payback periods and financial modeling
  • Environmental benefits
  • Aesthetics

Using Sales Mode with the Independence Seeker

To build trust with the Independence Seeker you’ll want to share how solar can create resilience in the event something does go wrong. You should aim to educate them using Energy Usage Page, Energy Offset Chart, and Battery Storage Page in Sales Mode.

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Want to learn more?

Want to learn more?

Download the full guide where we we dive deeper into each of the 5 buyer personas that our research team uncovered.

Get the Full Guide

Our Research

Aurora’s research team completed 1-on-1 interviews with homeowners who purchased solar to find out exactly why they decided to pull the trigger.

  • We condensed our findings into 5 primary personas.
  • We quantified each persona’s primary, secondary, and tertiary motivations that inform their decision-making process.
  • We also translated these motivations into actionable sales tips you can use to adjust your solar pitch.
Our Research