⚡Power Moves ⚡
Finding the Right Decision-Maker for Solar & EV Charging Installations
1. Why the Right Contact Changes Everything
In commercial solar and EV charging, identifying the correct decision-maker is the most important step in the sales process.
The wrong conversation leads to:
Wasted time
Misaligned expectations
Delayed or stalled deals
These projects involve:
Capital budgets
Utility coordination
Long-term infrastructure decisions
Because of this, they require the right level of authority.
Key Principle:
If you’re not speaking to someone who can influence or approve budget and facilities decisions, you’re not in a real sales conversation.
This guide provides a repeatable system for identifying and reaching the right person.
2. The Decision-Maker Research Framework
Step 1: Define the Decision-Maker Profile
Start by asking:
Who controls budget decisions at this business?
Who controls facility or infrastructure decisions?
Titles vary depending on company size, but generally fall into:
Facilities / Operations
Finance / Ownership
Sustainability / Energy
Approach:
Think broadly first, then narrow down.
Step 2: Use AI to Identify the Right Titles
AI tools can accelerate this process significantly.
Example Prompt:
“What job title is typically responsible for approving solar installations at a hospital / warehouse / hotel?”
Then:
Cross-reference results with LinkedIn
Check company websites and org charts
This ensures you’re targeting real roles, not guesses.
Step 3: Find the Individual
Once you know the likely role, identify the specific person.
Best Sources:
LinkedIn (primary)
Company “About” or “Leadership” pages
LinkedIn Sales Navigator (if available)
Additional Tools:
Apollo.io
ZoomInfo
Hunter.io
Seamless.ai
Simple Google Tactic:
“[Company Name] Director of Facilities”
“[Company Name] VP Operations”
Step 4: Initial Outreach (Email First)
Start with a warm, concise, value-based email.
Guidelines:
Keep it brief
Make it relevant
Do not pitch aggressively
Strong Subject Line Example:
“EV Charging Options for [Property Name] in [City]”
Goal:
Open a conversation — not close a deal.
Step 5: Follow-Up Strategy
Follow-up is where most success happens.
Recommended Approach:
Wait 3–5 business days after email
Then follow up via:
Phone call
In-person visit (if possible)
Or second email
Best Practice:
Reference your original email for continuity.
Warm follow-ups significantly outperform cold outreach.
3. Finding Decision-Makers In Person
In-person prospecting can dramatically increase success when done correctly.
Timing
Mid-morning or early afternoon
Avoid peak business hours
Who to Ask For
Be specific:
Facilities Manager
Property Manager
Office Manager
Avoid vague requests like:
“Who handles energy?”
Key Tactics
Use names whenever possible (research ahead of time)
Bring a leave-behind (one-pager or business card)
Expect not to get a meeting immediately
Gatekeeper Strategy
Receptionists and admins are not obstacles — they are allies.
Be respectful and direct
Ask for:
Name of decision-maker
Best way to contact them
If turned away, ask:
“Who would be the right person for me to follow up with regarding your building’s energy costs?”
Follow-Up Discipline
Take notes immediately
Send a follow-up email within 24 hours
4. Finding Decision-Makers Remotely
When in-person is not possible, use a structured remote approach.
LinkedIn Outreach
Personalize every connection request
Reference:
Their role
Their company
Recent activity or news
Email Sequencing (Minimum 3 Touches)
Intro email
Value-add follow-up (incentive, case study, insight)
Final “breakup” email
Phone Strategy
Call the main office line
Ask for:
Facilities team
Sustainability team
Always try to get a name, even if you don’t connect
Research Shortcuts
Google Maps: Identify ownership/management
County Assessor Sites: Find building owner
Property Records: Verify ownership
Tools to Use
Apollo.io
ZoomInfo
Hunter.io
Seamless.ai
Use these to:
Verify emails
Find direct phone numbers
5. Industry-by-Industry Targeting
Different industries have different decision-makers.
Key Insight:
The title matters less than the function — focus on who controls budget and facilities.
High-Level Targeting Guidance
Solar-First Industries
Healthcare
Schools
Warehouses / Distribution
Industrial / Manufacturing
Grocery
Self-storage
EV Charging-First Industries
Retail
Restaurants
Auto dealerships
Hotels
Both (Strong Fit for Solar + EV)
Universities
Government / Municipal
Office / CRE
Hospitality
Example Roles
Large Organizations:
VP of Facilities
Director of Operations
Sustainability Director
Smaller Organizations:
Owner
General Manager
Office Manager
6. Additional Pro Tips
Ownership Matters (Critical Rule)
Tenants rarely approve solar.
Always verify:
Who owns the building
Who controls the roof
EV Charging as an Entry Point
EV charging is often:
Lower cost
Faster ROI
Easier to understand
This makes it an excellent first conversation.
Use Utility Pain as the Opener
Simple and effective:
“Have you seen what your utility has been doing to commercial rates recently?”
Sustainability Reports = Warm Leads
Companies publishing ESG or sustainability goals:
Are already thinking about energy
Often have internal champions
Find and contact the report author.
Timing Advantage: New Hires
New hires (first 90 days) are:
More open to new ideas
More likely to evaluate vendors
BANT Qualification Check
Before investing time, confirm:
Budget – Is funding possible?
Authority – Are you speaking to the right person?
Need – Is there a real problem or opportunity?
Timeline – When could this realistically happen?
Government & Municipal Strategy
Slower sales cycles
More approvals required
But:
Strong incentives
High project stability
7. Quick Reference Cheat Sheet
Research Titles → Use AI tools
Find Names → LinkedIn, company site, Apollo/ZoomInfo
First Touch → Personalized email
Follow-Up → Phone or in-person within 5 business days
Verify Ownership → County assessor, Google Maps, property records
Industry Focus Summary
Solar-First:
Healthcare, schools, warehouses, industrial, grocery, self-storage
EV-First:
Retail, restaurants, auto dealerships, hotels
Both:
Universities, government, office/CRE, hospitality
Final Takeaway
The fastest way to accelerate your pipeline is not better pitching — it’s talking to the right person.