Purpose
Even the best-qualified prospects will raise objections - it’s a normal and important part of the sales process. Handling objections well isn’t about “overcoming resistance”; it’s about understanding concerns, aligning with the client’s perspective, and helping them make an informed decision.
The purpose of this guide is to help Strategists and Mentors confidently address objections that arise during initial outreach, proposal review, or contract discussions without creating pressure or discomfort for the client.
1. “We already talked to another solar company.”
What it means:
They’ve been pitched before - possibly several times and are skeptical or overwhelmed.
How to respond:
“That’s great - it means you’re thinking in the right direction. The difference with Surge is that we’re not a single installer or a broker - we’re a national clean energy platform that partners with vetted build and finance teams. That allows us to deliver multiple solutions through one point of contact.”
Emphasize value through differentiation, not competition.
2. “We’re too busy right now.”
What it means:
Timing may not be ideal, or they don’t yet see the urgency.
How to respond:
“Totally understand. Most of our clients start with a simple assessment - no obligation, just to see what incentives and savings are available. Would it make sense to at least have that data ready for when you’re ready to move forward?”
Offer a low-commitment next step rather than pushing for immediate action.
3. “It’s too expensive.”
What it means:
They’re focused on cost rather than value - or they’ve received incomplete or inaccurate pricing before.
How to respond:
“I hear you. The good news is, most of our commercial clients don’t pay out of pocket. Between tax credits, depreciation, and energy savings, projects often pay for themselves within just a few years. May I show you a quick example from a similar business?”
Shift from cost to cash flow - highlight ROI, incentives, and long-term stability.
4. “We don’t own the building.”
What it means:
They’re tenants or franchise operators, not property owners.
How to respond:
“That’s common. In many cases, we can still help, for example, by partnering with the property owner or structuring a clean power-purchase model that significantly reduces your utility costs. Would you like me to see if this site qualifies for that?”
Keep the conversation open - don’t disqualify prematurely without checking for creative ownership or financing options.
5. “We had a bad experience with solar before.”
What it means:
They’ve been burned by a low-quality provider or unrealistic expectations.
How to respond:
“I’m really sorry to hear that. Unfortunately, that’s not uncommon and it’s part of why Surge exists. We built a platform specifically to eliminate those issues by pre-vetting partners, standardizing proposals, and overseeing projects from start to finish. Can you tell me more about what you felt went wrong the last time?”
Rebuild trust by positioning Surge as the solution to their pain point.
6. “We’re waiting for prices or technology to improve.”
What it means:
They’re delaying based on uncertainty or misinformation.
How to respond:
“That makes sense the technology does evolve quickly. But with the current incentives and ITC rates, waiting can actually cost more in lost savings. The best approach is to lock in your evaluation now, even if the project installs later.”
Educate them on time-sensitive incentives and opportunity cost.
7. “We need board or owner approval first.”
What it means:
They’re not the final decision-maker, but they may be an influencer.
How to respond:
“Absolutely - who else should be involved in the conversation? I can prepare a short summary or presentation for your next board meeting if that helps.”
Turn the objection into an invitation to access the real decision-makers.
8. “We’re not sure if our roof can handle solar.”
What it means:
They have structural or warranty concerns.
How to respond:
“Good question. Our team checks that as part of the initial assessment. If needed, we can coordinate a roof inspection or structural review before moving forward. No commitment, just information.”
Address with reassurance and process clarity, not technical depth.
9. “I need to think about it.”
What it means:
They’re not yet convinced or they just don’t want to say no.
How to respond:
“Of course, I’d want to think it through too. What specifically are you weighing right now? Maybe I can help clarify before you decide.”
Gently surface the real objection and offer clarity.
Best Practices for Objection Handling
Stay calm, friendly, and patient - objections are opportunities.
Always validate their concern before responding.
Avoid arguing or “debating” - focus on understanding.
Use questions to reopen dialogue instead of statements to close it.
Document common objections and how you handled them - this helps with future coaching and training.
Summary
Objection | Meaning | Suggested Response |
“We already talked to another company.” | They’re skeptical or oversold | Emphasize Surge’s platform model and credibility |
“Too busy right now.” | Low urgency | Offer low-commitment next step |
“Too expensive.” | Cost-focused | Shift focus to ROI and cash flow |
“Don’t own the building.” | Tenant concern | Offer creative ownership options |
“Bad experience before.” | Burned by past provider | Position Surge as the better process |
“Waiting for better tech.” | Delay mindset | Explain incentives and opportunity cost |
“Need approval.” | Multiple stakeholders | Ask who else should be involved |
“Unsure about roof.” | Structural concern | Offer site evaluation |
“Need to think about it.” | Unspoken hesitation | Ask clarifying questions |