Part 2: Price Conditioning
NOTE: Most homeowners think purchasing solar is a big number. That’s because they think of their utility bill as a monthly cost, and they think of solar as a one time cash price. In this section we help them see the cost of inaction.
Important lines
Back Then: You said you have been here for ____ years. Do you remember what your bill was when you first moved in?
Future Pacing: Do you think prices are going to stay the same or do you think they will keep going uuuuuupp? [This is important later in the presentation]
Spending How Much?: Even if prices stay the same, just for easy math, how much are you going to spend over the next 10 years? [It’s important that you let them answer this question]
Locked In: If the utility company would have called you 10 years and said “sign right here and we will lock in your bill, it will never go up” that would have been a great deal right?
Part 2 [Bonus]: Spending the Savings
NOTE: This is our first change to make the presentation emotional. People buy on emotion, and they justify it with logic. If you get a lot of homeowners who want to “think about it” that’s usually a good indication that you didn’t do a good job of making it emotional.
Important lines
Fun or Meaningful: If the homeowner says they would use the money to pay off debt, we need to accept that answer, and then ask for an additional one.
Something You Did Last Time: Asking this question first makes it easy for them to use their senses to remember something (rather than imagining something new). It’s a great way to get them visualizing.
Something New: Asking this question allows them to tap into some FOMO and think about something new they would like to work. These two questions work best when the homeowner is talking about taking a vacation.
Part 2: Price Conditioning Breakdown