Solar Sales Follow-Up: Nurturing Long Sales Cycles Without Losing Your Mind
Solar sales cycles can stretch for months. Here's how to stay top of mind with prospects without burning out on manual follow-up.
Solar sales are different. While an HVAC repair might close same-day and a plumbing job within a week, solar sales cycles commonly stretch 3-6 months or longer.
That's a long time to keep following up. Most solar companies either give up too soon (leaving money on the table) or follow up so aggressively they annoy prospects. There's a better way.
Why Solar Sales Take So Long
Understanding the timeline helps you plan for it:
- Large investment: $15,000-40,000+ is a major financial decision
- Multiple decision-makers: Spouses, partners, and sometimes family need to agree
- Research phase: Customers compare 3-5 quotes and research extensively
- Financing decisions: Loan vs. lease vs. PPA options need evaluation
- External triggers: Tax season, utility rate increases, and home changes affect timing
- Life events: Moves, job changes, and family events delay decisions
The average solar sale closes 60-120 days after initial contact. But 30% close after 6 months. Giving up after 30 days means leaving significant revenue behind.
The Long-Cycle Follow-Up Framework
Phase 1: Active Nurturing (Days 1-30)
Right after the proposal, follow up actively:
- Day 2: Check-in call to answer questions
- Day 5: Email with financing breakdown and comparison
- Day 10: Text with urgency hook (tax credit deadline, utility rate change)
- Day 15: Call to address objections and answer lingering questions
- Day 21: Email with case study from similar home/situation
- Day 30: Final active push with limited-time incentive
Phase 2: Value Nurturing (Days 31-90)
Shift from 'close the sale' to 'provide value':
- Day 45: Email about solar industry news or incentive updates
- Day 60: Share a neighbor's installation story (with permission)
- Day 75: Send utility rate increase notification if applicable
- Day 90: Check-in call: 'Just seeing where you're at, no pressure'
Phase 3: Stay-Top-of-Mind (Days 91+)
Monthly touches that add value without pushing:
- Monthly: Energy savings tips (whether they go solar or not)
- Quarterly: Incentive and policy updates
- Trigger-based: Reach out after utility rate increases announced
- Seasonal: Tax time reminder about credits and depreciation
Content That Works for Solar Nurturing
Each touch should provide value. Here's what works:
- Case studies: Specific homes with specific savings numbers
- Incentive updates: Tax credit changes, utility rebate deadlines
- Rate change alerts: 'Your utility just raised rates 8%'
- Neighbor notifications: 'We just installed for [nearby address]'
- Educational content: EV charging + solar, battery backup benefits
- News: Relevant solar industry or policy news
Automating Without Losing the Personal Touch
This volume of follow-up is impossible to do manually. But automation done poorly feels spammy. Here's the balance:
- Automate the timing and triggers, personalize the content
- Use merge fields that feel natural (neighborhood, utility company, system size)
- Vary the channels: email, text, phone—not just one
- Include easy opt-out so you don't annoy people who've decided against solar
- Track engagement: if someone's opening emails, they're still interested
Trigger Events That Reactivate Leads
Set up automations that fire when external events happen:
- Utility rate increase: Immediate outreach with updated savings projection
- Tax season: January push about federal tax credit
- Neighbor installation: 'We're working in your neighborhood' outreach
- Policy changes: New incentives or deadline extensions
- EV purchase signals: Customer mentions getting electric vehicle
Automate Your Solar Follow-Up
Local Business Pro's automation builder handles long-cycle nurturing sequences with smart triggers.
See How It WorksThe Bottom Line
Solar sales require patience, but patience without systems leads to lost deals. The companies that win in solar have automated nurturing that keeps them top of mind through 6+ month sales cycles—without burning out their sales team on manual follow-up.
The math works in your favor: if you capture even 20% more of the leads that would have gone cold, you're adding significant revenue with leads you've already paid to acquire.
About Sarah Johnson
Business growth specialist with a focus on service businesses. Former operations manager for a multi-location plumbing company.
View full profile →Related Articles
The Complete Guide to HVAC Business Automation: 15 Workflows That Run Themselves
From appointment reminders to maintenance agreement renewals, here are the automations that save HVAC contractors hours every week while capturing more revenue.
Plumbing Estimate Follow-Up: The 5-Touch Sequence That Closes 40% More Jobs
Most plumbers send an estimate and wait. This proven follow-up sequence turns more quotes into booked jobs without being pushy.