This document provides guidance on creating effective solar buyer personas to help solar sales teams better understand customers and improve sales conversion rates. It recommends identifying critical customer traits, researching customer data patterns, and obtaining direct customer quotes to understand different motivations. An example persona is given of a middle-class family man interested in solar partly to control monthly bills and provide for his growing family. The document concludes that well-crafted buyer personas can boost sales by helping teams engage customers more effectively.

1. How to Build Strong Solar Buyer Personas

2. Buyer personas paint a general picture of what your ideal solar
customer looks like. They cover the traits that most influence a
customer’s motivation to go solar and how they come to that
decision.
Building a strong buyer persona allows you to develop a
thorough understanding of your customers and their needs. It
can help you and your sales team work out the best approach
for talking to customers and closing solar sales.
In this guide, we’ll walk you through the essential steps for
creating a solar buyer persona, and even show you an example
that can help you get started.
Identify the Critical Points
These are the traits that most influence your buyer’s suitability
and motivations. For solar customers, these often include:
● Annual income
● Average energy costs
● Homeownership status
● Neighborhood demographics
● Gender
● Relationship status
● Personality

3. Establishing these points will determine what information your
buyer persona should contain.
Remember, buyer personas are supposed to represent your
ideal customers. Talk with your sales team about what types of
customers are best to work with and easiest to convert. What
qualities do they typically have?
Research Your Customer Base
Take a look at the customers you’ve had in the past and look
for patterns. Do most of them have an income within a certain
range? Do most of them spend over a certain amount on
energy costs? How much time passes between first contact and
closing the sale?
In evaluating this data, you may find you have more than one
common customer type. If that’s the case, then you should
create separate buyer personas for each type you’ve
distinguished. This will help your sales team develop smart
strategies for selling to the different customers that they often
encounter.

4. Get Quotes from Your Customers
Talk to your customers to get their real-life perspectives. This
can give you the best insights into what motivates your ideal
customer to go solar.
For instance, just assuming that they want to save money on
their energy bills only goes so far. Personal quotes from real
customers can reveal more information, which can be used by
your sales team to build rapport and address their needs more
effectively.

5. Here are three examples of how a financial interest in going
solar can have very different motivations:
1. “I started looking into solar because my monthly electricity
bills got way out of control. My family is growing and I
want to make sure that I have enough money to take good
care of everyone.”
2. “I recently bought a home and I’m trying to make smart
improvements. I got interested in solar after reading that it
not only saves on energy bills, but can also increase my
home’s value.”
3. “I lost my job a few years back and it was really hard
making ends meet. Having lower living costs would have
made a big difference. Now that I’m back on my feet, I’d
like to go solar to lower my monthly bills. I want to make
sure that I’m more financially secure, just in case anything
like that happens again.”

6. Example: Basic Solar Buyer Persona
Family-Man Fred
Age: 40-50
Annual Income: $70,000
Yearly Energy Costs: $1,600
Relationship Status: Married with children
Neighborhood Demographic: Middle-class, suburban
Fred is a suburban homeowner who loves being a dad. He
wants to strike a balance between being frugal and giving his
family a comfortable life. Fred is friendly and easygoing.
Because budgeting is a priority, he takes his time when
considering big purchases and likes to talk to experts before
making big decisions.

7. Quotes:
“I started looking into solar because our monthly electricity bills
got way out of control. Our family is growing and we want to
make sure that we have enough money to take good care of
everyone. It would be nice to save enough for family vacations
now and then.”
“Solar is pretty expensive for us. Before we take the dive, I want
to make sure that we’re getting a good deal and that the
investment is worth it for my family.”
Use Your Buyer Personas to Convert Leads
By following these guidelines, you’ll be able to create useful
buyer personas that can improve the success of your sales
team.
You can take advantage of your team’s boosted sales
performance by creating a pipeline of more incoming leads.
Here at Grid Freedom, we specialize in lead generation services
for solar installers. Partnering with us will give you access to a
steady stream of 100% exclusive, fully qualified lead.
Bring More Leads in Today: Go to Gridfreedom.com

8. Grid Freedom Inc.
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