Core Principle
“Who” matters more than “how many”
Focus on:
Quality conversations > quantity of conversations
Bad leads create:
Wasted time
Burned calendar slots
Lower morale
Strong ICP (Ideal Customer Profile) leads to:
Better meetings
Higher close rates
More referrals
Training Overview
Targeting the right prospects
Disqualifying poor-fit leads
Identifying quality solar vs EV leads
Best industries to target
Outreach strategy (what, when, where, how)
Objection handling
Practical tips & execution
The Discipline of Disqualification
Key Principles
It is OK (and necessary) to say:
“This is not a fit”
Disqualification:
Protects your time
Protects the closer’s calendar
Maintains pipeline quality
Mindset
Disqualification = respect
For the prospect
For your time
Step-by-Step Prospecting Process
Pick ONE conduit
Solar OR EV Charging
You can pivot later if needed
Pick an industry
Where your solution fits best
Build your target list
Ownership data
Utility territory
Size filters
Initial outreach
Channel, message, timing
Follow-up & handoff
Use structured cadence
Escalate to decision maker
Anatomy of a Good Solar Lead
Must-Have Characteristics
Owns building OR long-term lease with control
High daytime electricity usage
Utility pain:
Rising rates
Demand charges
TOU exposure
Minimum scale:
~100,000 kWh annually OR ~$1,500+/month bills
Site Requirements
Roof:
Good condition
Proper orientation
~10,000+ sq ft
OR available ground space (~10,000 sq ft)
Decision-Making
Decision maker is:
Reachable
Not buried in corporate hierarchy
Note
Exceptions exist — use judgment
Best Industries for Solar
Manufacturing / Industrial
Large daytime loads
Cold storage / Warehousing
24/7 refrigeration
Agriculture
High usage + land availability
Self-storage
Simple ownership + large roofs
Municipal / Schools / Non-profits
Incentives + mission alignment
Hospitality
Consistent usage + ESG pressure
Why These Industries
High usage + available space
Strong ROI alignment
Clear ownership structure
Incentive stacking opportunities
Sustainability pressure
When to Disqualify Solar Leads
Red Flags
Selling building within 12 months
“Corporate handles it” (no contact given)
Recently signed with competitor
Utility bill too low (< ~$1,000/month)
Decision timeline too long (6+ months without champion)
Previously rejected with no new angle
Anatomy of a Good EV Charging Lead
Must-Have Characteristics
Property attracts EV drivers
Controls parking / site
Limited nearby charging (within ~2 miles)
Business Case
Clear motivation:
Revenue generation
Tenant retention
Customer dwell time
Fleet electrification
Access to incentives:
Federal, state, utility programs
Bonus
Existing solar or sustainability initiatives
Best Industries for EV Charging
Hospitality (hotels, resorts)
Multifamily housing
Retail / grocery
Fleet operators
Office parks
Gas stations / travel centers
Why These Industries
Dwell time aligns with charging
Clear ROI (revenue + retention)
Incentives available
Regulatory pressure (in some cases)
When to Disqualify EV Leads
Red Flags
Selling property soon
No control over electrical service
Already has chargers (no expansion need)
No demand from tenants/customers
Too small (e.g., limited parking)
Long decision cycles without internal champion
Outreach Strategy
Core Rules
Multi-touch, multi-channel:
Call + Email + LinkedIn
First call goal:
NOT to pitch
Confirm right person + earn next step
Messaging
Keep emails:
Short
Specific
No clickbait
Voicemails:
<20 seconds
Clear reason to call back
Speak Their Language
Hospitality → occupancy, reviews
Manufacturing → cost control
Fleet → total cost of ownership
Key Principle
👉 Lead with their pain, not your product
Timing Outreach
Best days:
Tuesday–Thursday
Best times:
~10 AM or ~2 PM
Avoid
Monday mornings
Friday afternoons
Start/end of month (for some industries)
Leverage Timing Events
Utility rate increases
Seasonal demand spikes (e.g., summer cooling)
Where to Prospect
Focus on utility territory, not just geography
Prioritize:
High-rate markets (for solar)
Strong incentive regions
Example Markets
Colorado
Illinois
Massachusetts
New York
Follow-Up Strategy
7–10 touches over 3–4 weeks
Every touch adds value
Use internal referrals:
“Jim in facilities suggested I reach out…”
Key Rule
👉 Your job = book the meeting, not sell
Guiding Principle
👉 You are NOT selling solar panels or EV chargers
👉 You are selling:
A 15-minute conversation
With someone who can help solve a problem
Common Objections
“We’re not interested”
“Too expensive”
“Not the right person”
“Building isn’t suitable”
“Too busy”
Objection Handling Framework
“Already Looked at It”
Ask:
“What did you learn last time?”
Reframe:
Market conditions change
Offer:
Free second opinion
“Too Expensive”
Reframe:
Solar = redirect existing utility spend
EV = revenue-generating asset
Highlight:
Incentives reduce true cost
Gatekeepers
Treat as allies
Ask for help
Be specific about who you need
Use LinkedIn as backup channel
“Too Busy”
Acknowledge
Set specific follow-up time
Never accept “send info” without a next step
General Tips & Tricks
Call in their time zone
Stand while calling (energy matters)
Do 90 seconds of research before calling
Take notes on everything
Track all interactions
Mindset
Celebrate “no’s”
Each one moves you closer to a “yes”
Final Takeaway
👉 Success comes from:
Talking to the right people
Asking the right questions
At the right time
Ultimate Reminder
👉 You are not selling a product
👉 You are creating a conversation that leads to a better decision