How to Solve for Solar Installation Companies' Biggest Challenges

There’s no real easy way to say it, but the truth is the solar industry is being hit hard during the second Trump administration. While the on-again, off-again tariff situation touches every industry, it is especially having an effect on solar as the tariffs being imposed on imported solar panels and components can greatly impact equipment costs, supply chains, and ultimately pricing for customers.

In fact, the tariff situation is so severe that it has caused a trickle-down effect that has resulted in a range of other challenges that solar companies now need to overcome as well. To stay ahead, companies must learn not only to recognize these challenges but also to develop strategies that can help them navigate through them.

Here are five key challenges solar sales companies face today—and practical ways to solve them.

1. Tariffs

The Challenge: President Donald Trump’s latest round of tariffs, which are part of his broader “reciprocal” tariff policy, combined with rollbacks of clean energy incentives, are reshaping the solar landscape in ways that ripple from manufacturers to homeowners. They have not only caused prices to rise, but also supply chains to be disrupted.

The Solution: Diversification is essential. Relying on a single country or manufacturer makes a company vulnerable when tariffs shift. Building relationships with multiple suppliers—including U.S.-based manufacturers and international vendors outside tariff-heavy regions—creates flexibility. That way, if tariffs increase on one supply source, companies can pivot to alternatives without stalling projects.

2. Long and Complex Sales Cycles

The Challenge: Purchasing solar is not an impulse buy. Homeowners often spend weeks or months researching options, reviewing quotes, and understanding the financial impact of their decision. This long decision-making process can frustrate sales teams and lead to lost opportunities if prospects disengage.

The Solution: Streamline the customer journey with clear, engaging communication. Sales companies should invest in tools like customer relationship management (CRM) systems. These systems can make life easier with their ability to track interactions and automate follow-ups. Including educational resources on your website—such as cost calculators, case studies, and FAQs—can also work to keep prospects engaged while addressing common objections. Personalized communication, whether through email or text, helps ensure potential customers feel supported throughout their decision-making process.

3. Navigating Changing Incentives and Regulations

The Challenge: Solar incentives like tax credits, rebates, and net metering policies are a major driver for a lot of homeowners who are considering solar. But these programs can vary by state and often change from year to year. Sales teams risk losing credibility if they can’t clearly explain the current landscape to customers.

The Solution: Stay proactive and informed. Companies should designate team members or partner with policy experts who monitor updates to federal, state, and utility-level incentives. Creating up-to-date sales materials, webinars, or blog posts that break down these changes can position your company as a trusted authority. Transparency is key: if an incentive is phasing out, explain it clearly while offering alternative financing solutions.

4. Building and Retaining a Skilled Sales Team

The Challenge: To be successful in solar, a salesperson needs to have a unique blend of technical knowledge, financial literacy, and outstanding customer service skills. Because of this, the industry has seen a high turnover in salespeople over the last decade. Add to this inconsistent training provided by the employer, and you can see how easy it can be to weaken a sales team’s effectiveness to the point that it becomes difficult to consistently close deals.

The Solution: Invest in continuous high quality training and support. A structured onboarding process ensures new hires are confident in explaining solar technology and financing. Ongoing coaching, role-playing, and access to updated resources help sharpen their skills. Incentives, recognition, and clear career growth paths also improve retention of top talent. When salespeople feel supported and valued, they’re more likely to deliver the professionalism and enthusiasm that drive conversions.

5. Overcoming Customer Skepticism

The Challenge: Despite the fact that electricity costs have skyrocketed this summer, some homeowners still remain skeptical about solar’s ability to help them save money. Concerns about upfront costs, roof suitability, or whether the technology really delivers savings can delay or derail the sale. Negative talk from conservative lawmakers and news stories about poor installations or unreliable contractors can also add to this hesitation.

The Solution: Build credibility through education and proof. Your sales reps should focus on being consultants, not pushy salespeople. Sharing real customer testimonials, before-and-after energy bills, and third-party validation (such as certifications or Better Business Bureau ratings) can go a long way toward helping to reassure hesitant prospects. Offering performance guarantees or clear explanations of warranty coverage also helps eliminate doubt.

Ultimately, the key to improving your odds of success in today’s solar market is to think beyond the sale. Solar is a long-term investment for customers, and companies that emphasize education, trust, and service will not only close more deals but also foster lasting customer relationships that drive referrals and reputation.

How to Overcome Slow Lead Generation

When there are so many hurdles a company needs to get over, the flow of organic leads can start to drop. This is yet another new challenge that many new and tenured solar companies are finding themselves facing in 2025. Luckily, there is a solution that can help your business restock its sales funnel, and that is to purchase solar leads from a reputable lead generation firm that has experience working with solar companies.

At RGR Marketing, we have been providing leading solar installers with the solar leads they need for more than two decades. We know your market and we can provide you with exclusive access to a highly curated list of leads that match your unique target demographics. We even take the extra step of scrubbing and validating your leads before you receive them. This means your sales team can spend less time filtering through your leads and more time converting them.

If you want to end your slow lead generation woes, then RGR Marketing has the solution you need. Contact us today and get solar leads that can help your business overcome today’s unique challenges.