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How to choose which solar and battery products to sell
Choosing what solar and battery kit to sell is one of the biggest commercial decisions an installer makes.
In this video, i break down the three clear camps that tend to win in the market, why installers get stuck when they sit between them, and why clarity matters more than the specific products themselves.
This is based on direct exposure to forty plus solar businesses and what actually converts in paid advertising and sales conversations.
For context, this video was originally recorded on 5 December 2024, views and strategies may have changed since.
Featuring
Video transcript
Okay, so now we’re going to talk about what kit you should actually sell and install when it comes to solar and batteries.
I think there are basically three camps that can find the most success here.
The first camp is the hype chaser.
Whatever’s popular in the market, you just get loads of that. You advertise it, you sell its benefits, and you lean into the attention that product is already getting.
If that company is doing a lot of marketing themselves, if there’s a lot of hype around that product, you make sure that you stock it — or not necessarily stock it, but you quote it and advertise that you can install it.
The second camp is fully bespoke.
You speak to the customer, you have access to all the products on the market, and you lean into the fact that you have no affiliations and no preference. You’re simply trying to find the best possible solution for that one specific customer — their needs, their property, their usage, etc.
And finally, you’ve got the product specialist.
This is someone that no matter what you throw at them, they will always recommend the same product.
Actually — no, I take that back.
What I mean is: if you come to them and their product doesn’t fit your needs, they’ll swiftly move you to one side and say:
“Look, we’re Sig Energy installers. We’re Powerwall 3 installers. This probably isn’t the right product for you. You should go with someone else. We focus exclusively on this one product.”
Where people get stuck — and really struggle to convert — is when they find themselves not in any of these camps.
They don’t have a specific benefit to sell or advertise — like being fully bespoke with no affiliations — and they don’t lean hard into that.
Instead, they might have three or four products they sell, so they can’t really lean hard on any one of them. Even though if they just dedicated all their time to being, say, specific Sig Energy installers, they’d probably get a lot more traction.
Or they don’t pick up early enough on the products that people actually want in the market.
This happens especially with more established solar businesses, where sales dwindle over time — because they’re still installing a product that no one has really wanted for a few years.
Quite often when we onboard clients, in the onboarding process — the form, the call, etc. — we’ll try to decipher:
Which camp are you in? What are you actually trying to do? What are we going to be advertising? What sites should we visit to make the ads aligned with what you’re actually going to be proposing for people?
Each one of these routes has its own merits and its own path to success.
You just need to be very, very clear about what you’re trying to accomplish and what you’re trying to sell.
If you’re not, you’ll find yourself in no man’s land.
Keen to hear other people’s thoughts on this — whether I’m wrong, whether they’ve found a lot of success with a different approach.
But I think it’s not actually the approach itself if I’m honest — it’s more the clarity.
It’s knowing which camp you’re in, focusing on that, and doubling down.
Now obviously this is just my exposure working with 40+ solar companies.
But if you want to speak to the companies themselves that are getting massive wins from Meta — 10+ companies doing over six figures per month from Meta ads with solar and battery — then you should probably come to our mastermind on the 28th of November 2025.
We’ve already got like 60 people locked in. It’s going to be an amazing event — guest speakers, panel discussions, all sorts of good stuff. Value, value.
And I hope to see you there.
It’s either a flat admission fee, or you can become a client and get free entry.
Ready to launch campaigns in January 2026, because we’re not launching any more for the rest of the year — we’ve got a waitlist.
So yeah, just reach out and we’ll get that sorted.
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