The Market is Changing. Entrepreneurial Action Will Win.

Solar companies in the US are (rightfully) concerned right now about looming policy changes. I’ve been calling my senators to urge them not to roll back the IRA and eliminate tax credits because businesses will be hurt and jobs eliminated. 

Let’s keep doing those things, but in parallel, take action. Entrepreneurial action will make your business more resilient and better prepared to win no matter what happens to policy. We’ve got a course called “Entrepreneurial Strategy“, and a module from that course is jumping off the page for solar companies right now: “Strategies for Staying in the Game”. The basic message is to put your customer’s needs at the top of your priority list and forget about everything else.

Stop figuring out how to keep doing what you’re doing and start learning what your customer wants to buy. If you’re a solar professional, here are some key things to ground you as your entrepreneurial creativity kicks in:

• Your customers will continue to buy and use energy. Residential, commercial, utility-scale…all of them.
• If you are good, your customers know you and trust you. That’s a huge advantage.
• There are tons of other customers just like your existing ones who will need those same things after you figure it out.

What do your customers want to buy next? What are they worried or excited about? Figure it out. Stay open to helping them with whatever they want to do. 

Let me give you an example of entrepreneurial thinking from the HVAC Industry

Ron Smith from Modern Air Conditioning invented the modern service contract in the 1980’s. Before that, most contractors saw service as an imposition. They focused exclusively on new installations. Today the U.S. HVAC industry generates about $27B every year from services and add-ons for existing systems. It’s a crazy and inspirational story from the book “HVAC Spells Wealth”, which I can’t recommend enough. It reads like the playbook for adding O&M and energy services to your solar business.

I think most residential solar companies will bury their heads in the sand and try to remain one-dimentional installation companies. Last week I reached out to the company that installed my PV system and offered to pay them for a service call and they weren’t able to do it. It’s not their business. When I pitched them on adding a service business, they said it’s hard to do. The challenge is, “Making sure there are processes in place for each task, adapting employees to the new processes, and sticking with said processes.” Think there’s an opportunity here?

Real customer feedback is way more valuable than my advice, but I’ll bet developing these skills would be really valuable as you migrate to a more sophisticated, customer-centric model:

Energy Storage & Grid Integration

• Design and install battery backup systems for residential and commercial applications
• Understand grid-tie vs. off-grid configurations and when to use each
• Navigate complex energy storage codes and safety requirements (NFPA 855, UL standards)
• Size battery systems for optimal customer savings and grid benefits
• Integrate solar + storage with smart home and building automation systems
• Troubleshoot and maintain battery systems throughout their lifecycle
• Sell storage solutions with compelling financial analysis and ROI presentations

Asset Performance & Service Operations

• Develop preventive maintenance protocols that maximize system performance
• Use remote monitoring and analytics to identify issues before they become costly
• Create profitable service contracts and recurring revenue streams
• Manage large portfolios of solar assets across multiple sites
• Perform advanced diagnostics using thermal imaging and electrical testing
• Optimize system performance through data analysis and corrective actions
• Build operations teams that can scale service offerings efficiently

Technical Sales & Customer Success

• Master consultative selling techniques that uncover real customer needs
• Understand complex rate structures, net metering policies, and utility programs
• Structure financing options including PPAs, leases, loans, and cash purchases
• Navigate commercial contract negotiations and risk allocation
• Present sophisticated financial models and investment analysis to decision-makers
• Manage long sales cycles with multiple stakeholders and technical evaluations
• Build customer relationships that generate referrals and repeat business
• Communicate technical concepts clearly to non-technical audiences

Integrated Building Systems

• Design and install heat pump systems for space and water heating
• Coordinate electrical panel upgrades and EV charging infrastructure
• Understand building science principles and energy efficiency opportunities
• Install smart controls and energy management systems
• Navigate HVAC, electrical, and plumbing code requirements across trades
• Manage multi-trade projects with proper sequencing and coordination
• Offer comprehensive building electrification solutions beyond just solar
• Integrate renewable energy with existing building systems and controls

There’s a lot to do. Yeah, building a resilient business in a changing industry is hard. Start where you can and evolve over time.

These skills represent the evolution from basic solar installation to comprehensive energy solutions that command premium pricing and create lasting customer relationships. If your company had these skills and you spent time learning about your customers and where they want to go, then I’d bet on you to win every time, in any market.

How are you thinking about this stuff? What entrepreneurial action are you taking that we could support you with? Reach out, I’d love to hear from you.