Starting a Commercial Solar Division: Your Complete Guide 

Solar is the Bitcoin of renewable energy, with hundreds of solar businesses making moves to stake their claim in the industry. While the majority of new solar businesses are residential, the competition is staggering, and financially savvy entrepreneurs have their eyes on the next big move: commercial solar.

Commercial Solar by the Numbers

Last year alone, solar generated more than 33 billion dollars in sales across all fifty states. With over 200,000 solar jobs and 10,000 American solar companies, the solar industry is experiencing a massive boom. 

With 33% annual growth, solar is becoming a mainstay in the American economy. If you want to reap the financial rewards, the time for you to start your commercial solar company is now.

Brand New to the Solar Business? Here’s Why Commercial is Your Best ROI

If you’re only just starting your foray into the solar business and you’re looking for a way to get the highest return on investment, commercial solar is an excellent opportunity. 

And right now, the market is hot.

But commercial solar isn’t for the faint of heart. Although there’s far less competition in commercial solar than in residential, the big players in the game have been working on taking over their markets since day 1. And they’re fiercely protective over their territories. 


Because commercial solar is lucrative. If you can establish a name for yourself so much so that your brand is synonymous with renewable energy, you’re going to be hitting massive goals year after year.

Think about it: 

On average a 10KW residential solar deal earns $8,000-$9,000 in profit.

On average an 80KW commercial deal lands you $50,000-$55,000

Which one would you rather have?

Yes, the length of a solar deal is typically a lot longer than a residential deal. But if you’ve got the right foundations in place, the right systems, and the right team, your solar company can lock in commercial projects with ease and rake in massive revenue.

So, if you’ve got the gumption and you’ve got the guts––and you’re not afraid to go head to head and steamroll your competition––make the move to start your commercial solar business.

We’ll go step-by-step on how to start a commercial solar business later in the article.

Already Run a Solar Company? Here are 3 Signs You Should Add a Solar Division to Your Residential Solar Company

If you’re a solar business veteran, you already understand the nuances of selling solar and just how hot the industry is right now. And, chances are, you found this article because you know that starting a commercial division is the next logical step in scaling your company.

But are you ready to enter the commercial solar world? Here are three signs the answer is absolutely yes.

  1. You’re Experiencing a Downturn in Business

If your solar company is hitting a plateau with residential installs, either you’ve exhausted the market or your competition is hitting homeowners faster than you. That’s not to say you should put the brakes on your residential solar division. 

In fact, far from it. 

The same locations that are hot for solar right now are also the same locations that are rapidly growing in population. That means by this time next year, there will likely be hundreds or even thousands of new residential buildings with new roofs that can house solar panels. So keep running the ball with your residential solar company.

But a growth in population means more than residential buildings–it means more commercial buildings, too. And with recent government subsidies and initiatives for emissions reduction, both old and new commercial buildings are gearing up for the addition of solar panels to their rooftops.

  1. You Want to Hit Bigger Revenue Goals

Let’s say you’re one of the few residential solar companies that hasn’t had to deal with oversaturation of solar providers in your market. Even if your business is seeing consistent numbers and steady growth, you might not be seeing the kind of profit you want to make.

You might have far bigger revenue goals than your company is hitting.

And even if you haven’t hit a wall in your market yet, there will be times when business stalls. Unless you’re expanding your operations to other markets, you’re going to hit a revenue ceiling.

Adding a commercial division to your residential solar company creates an additional stream of revenue, and opportunity for massive financial growth.

  1. Your Competition is Doing it (or Thinking About It)

You now know how hot commercial solar is becoming and exactly why solar entrepreneurs are charging headfirst into the industry. 

That means your competition is likely already into commercial solar, or thinking about it. 

A solar business that has both residential and commercial divisions can take over entire markets, making their names as synonymous with solar as Kleenex is to tissues. If you make the move and strike while the commercial solar industry is on its upswing, that solar company can be YOURS.

The takeaway here? Don’t wait.

How Do You Create a Commercial Solar Company?

So you’ve decided to take advantage of the boom in the solar industry and start a commercial solar company. You’ve done the legwork to create a legal entity. You’re ready to jump in.

Now comes time for execution.

  1. Set Your Goals First

Fix your eyes on your vision and determine your long term goals. Do you want to be the go-to solar provider in your industry? Do you want to hit multi 7 and 8 figures and then expand into larger markets? Do you want to retire in ten years? 

List your big picture goals.

If you want to hit these goals, you need to break them down into smaller, time-restricted, and measurable milestones.


What revenue targets do you want to hit in the first three years in business?

What major projects do you want to land?

How long do you want to be involved in the day-to-day operations of your business, if at all?

Breaking each of your big picture goals into smaller goals––and then determining the steps to get there––makes hitting these goals more achievable, and more quickly.

  1. Determine Your Business Model

How do you want to structure your commercial solar business? Do you want all of your team members to be on payroll so that you have more control over how the work is performed? Or, do you want to hire independent commercial developers on contract? There are pros and cons to both. 

Let’s break it down:

Hiring Payroll Employees for Your Commercial Solar Company

W2’s (employees) are typically invested in the company’s visions, mission and culture. Employees have a sense of loyalty, brand awareness and a sense of community, which means they have skin in the game.

Hiring employees means more control over your company’s operations, as employees, by definition, are held accountable for specific responsibilities and must conduct their job duties according to company policy.

The downfall of hiring employees––especially when your commercial business or commercial division is brand new––is the payroll burden. A  typical $80,000 salary will cost you upwards of $90,000 when you account for employee benefits, FICA, and unemployment insurance.

Salaried employees also require  more oversight from leadership. You’re paying someone with the hopes that they deliver on your salary investment, and you want to have a hierarchy in place that keeps them accountable and provides constant motivation and guidance.

Hiring Independent Commercial Developers

Independent commercial developers eliminates the payroll burden, which is a significant benefit if your solar company is in the beginning stages and you don’t have the funding for W2 employees right away. 

But, independent contractors, by definition, are their own business. That means they’re not as dedicated to the overall vision of your company, and solely on the results they can produce for themselves. This isn’t inherently a bad thing; hiring the right independent developers with a self-starting mentality can benefit your solar business. But, this also means a lack of consistency in your business, less longevity, more turnover, and more time spent sourcing and training good talent if your contractors leave (which isn’t uncommon in this industry).

Which One is Better For Your Commercial Solar Company? 

There isn’t a one-size-fits-all approach to how to structure your business model. Hiring independent developers vs. hiring payroll employees both have their pros and cons. It largely depends on how much control you want over your operations, the size of your bankroll, and how you want to define your company culture. 

Keep in mind that you can also have a mixture of independent developers and payroll employees, and that the decision to have one, the other, or both, doesn’t have to be permanent. Your business model will more than likely evolve over time and you’ll see several iterations of your team until you find the right pillars in your business.

  1. Define Your Target Market With Laser-Precision

Going out and pitching commercial projects to every single business in your market is the absolute wrong way to go, and will result in time and money lost. Starting your commercial solar business in a hole sets the stage for the years to come. 

Before you even think about generating leads, you need to define who you want those leads to be. Not everyone is a candidate for solar. Figure out who is, and go after them and them only.

A powerful start means getting ahead of your goals AND your competition. Take the time to do proper market research and do it right.

  1. Develop Your Brand Guidelines & Begin Building Your Digital Foundations

This is 2022. If clients can’t find you online, you don’t exist. Creating your online presence is one of the most important things you can do when starting your commercial solar company, and is something that you not only do when your business launches, but keep up with on a consistent basis. 

To begin, establish your brand guidelines and then develop your digital presence plan using that as your guide.

Why Your Brand Guidelines Matter Both Internally and Client-Facing

Brand guides are more than just the visual aspects of your brand. Your brand guidelines establish rules for any public-facing and internal communications, and serve as your company’s brand compass.

Include the following when creating your brand guidelines:


Rules for logo usage, including where and when your logo should be presented. Visual brand guidelines also include fonts, colors, voice and tone of the company’s messaging, and any other icons or visual aspects to be used along with your marketing materials.

Mission Statement

Your company’s mission statement is one of the most critical elements of your brand guidelines, as this serves as the foundation for every decision your company makes. Every single decision-maker should be intimately familiar with your mission statement and it should serve as a guide for aligning the company with goals and objectives with the overall vision. 

What is the purpose of your company? What is the “why” behind the brand? What non-monetary visions have you set for the company? 

These are questions you should answer in your mission statement, and any decision you make should help propel your company towards these visions.

Core Brand Values

Your core brand values are the foundational beliefs your company stands for. For example, your core brand values may include integrity, teamwork, personal accountability, and commitment to providing the best customer service possible.

Define your commercial solar company’s core brand values and make decisions that are in line with them. This includes everything from your company blog to how you manage projects to the behavior of the members of your team.


Brand positioning articulates how you want your brand to be perceived by your target consumer. How do you want to be viewed in your market? What sets you apart from your competitors? Brand positioning is the who, when, what, why, and how of your brand. 

Creating Your Digital Presence

Once you have your brand guidelines in place, you can begin developing your online presence. At the launch of your commercial solar business or division, you need, at the minimum:

  • A functional, responsive website designed with UX in mind and a high-value lead magnet
  • A blog with 10-15 authoritative and value-driven articles (we’ll talk more about this later, but to start, you need at least this many to build the content on your website)
  • Social media profiles, with a special focus on LinkedIn
  • A verified Google My Business account 

This list is the bare minimum of your digital presence that you absolutely must have at the launch of your business. Your digital presence must constantly be monitored and updated, which leads us into how to establish your market authority.

Establishing Market Authority

Positioning your commercial solar company as an authority in your market is a multi-step and ever-evolving process. 

And here’s the biggest takeaway: Authority is value-based.

That means at every turn, your solar business needs to provide value to potential customers. So much value, in fact, that you leave them saying “wow, this company has changed my life and I haven’t even signed a deal with them yet.”

There are several online and offline ways to build market authority for your solar business:

Establishing Your Market Authority in Online Spaces

The more visible you are online, combined with how valuable your online content is, the more powerful your brand. To establish authority in online spaces, your solar company can do the following:

Content Marketing

Blogging and article writing. Remember when we talked about having a blog on your website? This is highly beneficial in multiple ways. A consistent, informative, and educational blog shows your ideal customers that you’re an expert in the field. And the more value your blog serves, the more your potential clients begin to know, like, and trust your brand. When customers know, like, and trust you, your services all but sell themselves.

Going beyond the customer-service aspect of maintaining a company blog, search engines like to see that your website is current. In the eyes of Google, consistent blogging means your company is relevant. 

And, you can use elements from your blog to repurpose to other digital platforms, giving you a near-constant stream of postings and increasing your online visibility.

Guest posting. Part of creating a digital presence is getting in front of audiences that aren’t yours. Contribute to solar industry publications, delivering the same type of value you deliver on your own website. This drives traffic back to your site and grows your reputation.

Video marketing. This is where modern marketing is going. If you don’t have a video presence, you’re missing out on revenue. People are, by nature, visually driven. By creating marketing videos, explainer videos, brand videos, and even videos for your cold outreach, you’ll capture attention and create a lasting impression. 

Plus, you can repurpose your blog posts into video scripts to embed on your blog posts, giving you an extra boost in SEO.

Social media marketing. Virtually every business with any kind of budget has a social media presence, and your commercial solar company needs to connect with them. Although the bulk of your target audience is going to be on LinkedIn, you need to create content marketing campaigns that are value-based and shareable. 

Podcasting. Adding an audio element to your solar company’s content marketing plan gives you another opportunity for visibility. Podcasts are meant to be both conversational and informative, and hearing someone’s voice can build that know, like, and trust factor that is essential to driving sales.

Reputation Management

Your online reputation makes a massive impact on your business. Reviews are powerful social proof, and you need to address both positive and negative online reviews in a professional way.

Asking your most satisfied customers for reviews gives you a boost in your social proof. A commercial solar deal can be in the millions of dollars, and that investment isn’t one that business owners take lightly. The more five-star reviews you have, the more likely you are to close commercial deals.

Search Engine Optimization

Chances are, you found this article through a search engine query. And if you’ve made it this far into the article, it’s definitely what you were searching for. 

Visibility in search engines is key. Most consumers don’t look beyond the first page of results, and the further down the list you are, the less reputable and relevant your company looks. 

Search engine optimization is invaluable, but keep in mind that it’s not an overnight solution to visibility. It’s the long game, and if you play it right, you’ll reap massive benefits.

Paid Traffic

Paid advertising and search engine optimization aren’t mutually exclusive. Each complements the other and results in high visibility for your commercial solar company. Paid advertising drives interested traffic to your site, and if done correctly, this traffic is close to a purchase decision.

Paid traffic also works as its own ecosystem. You can run awareness campaigns, retarget visitors to your site, and even funnel traffic to your site from people searching for your competitors.

Taking it Offline to Establish Your Market Authority

Traditional marketing is just as important as digital when it comes to commercial solar. Consider the following when developing your marketing plans:

Solar conferences. Attending solar conferences such as SPI, Intersolar, and RE + events provides you the chance to rent booth space and advertise your brand to interested customers. 

And while a lot of solar conference attendees are also in the solar industry and may not need commercial installation, the networking opportunities are priceless, and many of the attendees aren’t your direct competitors and can serve as referral partners.

Brand recognition campaigns. If you’ve got the bankroll at the launch of your commercial solar company, a brand recognition campaign helps you achieve market omnipresence. A brand recognition launch campaign has messaging announcing the “arrival” of your brand to market, and can be especially good for established residential companies adding a commercial division.

Strategically placed billboards, vehicle wraps with strategic parking and travel routes, and printed marketing materials placed in the right spots around your target market means the right eyes on your brand.

Community involvement. If you want to become the go-to commercial solar provider, involve your business in community events–and do it strategically. Sponsor the team where the CEO of a local business’s kid plays baseball. Attend zoning meetings. Have a presence at your local SBA. The more involved you are, the more recognition you will build, and the more trust you’ll gain from business owners in your community.

Public speaking engagements. Opportunities for public speaking events where commercial solar is a topic of conversation go far beyond solar conferences. Business conferences, green energy conferences, and any event that focuses on renewable energy are great opportunities to conduct a presentation on commercial solar.

  1. Create Systems and Processes

Your solar company is only as strong as the systems and processes behind it. Streamlining your processes means less time waiting between the time the ink is dry on the contract to the time the glass is on the roof. The less time between these steps means a quicker installation time, which means the more quickly you can move onto the next commercial project.

The Sales Process: A Simple 6-Step Approach

Use the K.I.S.S. principal (keep it simple stupid). 

Your sales process must include all of the steps and activities from the first point of contact with the prospect right on through to installation.

The 6 basic steps in the sale of a commercial solar project typically are:

  1. Lead Generation

How do your leads come in? Are leads self-generated or company assigned? The first step in the sales process is sourcing leads.

  1. The Approach

 After you get the lead, pick up the phone and make a call. DONT SEND AN EMAIL BEFORE CALLING. If you get voicemail, then leave a message telling them you will also follow up with an email and, if possible, a text message. 

  1. Qualifying Your Leads

Once you have established contact with your prospect, ask for a copy of their utility bill. Run an analysis on their usage, cost per KW and kWh, 3rd party supply, and time of use. Measure the rooftop or ground space for installation (you can use GoogleMaps for this). This is where you determine the space available for solar and system size. 

  1. The Pitch/Proposal 

Now it’s time to have the meeting with the decision maker. This is where you use a proforma. A proforma is a method of calculating financial results using projections. In other words, the proforma is the “cash flow” that shows everything from the solar preliminary design, panel placement on the roof or ground, cost of installation which is what the customer pays to acquire the system.

You should also include: 

  • System Size in KW
  • System Cost 
  • Year 1 Production
  • Annual Consumption
  • A Breakdown of Financials INCLUDING investment tax credit, cash benefit of MACRS depreciation, RECs (renewable energy credits) if available, Year 1 savings, Year 1 Revenue, Lifetime savings, System Payback and ROI. 
  1. Overcoming (Negotiation)

This is your typical objection handling,(I’m going to wait until the technology gets better, I hear….), I don’t want hole in my roof, It’s not going to wipe out my bill, I need to think about it, What if I sell the building, What if I need a new roof, etc)  and for a solar sales pro, this can be the most gratifying part of the sales process (next to closing the deal).

  1. Closed (WON)  

You now have a signed LOI (letter of intent) AND fully executed documents for financing and a Solar PV installation agreement.

Closing commercial solar projects is a long game. In between the steps are several activities such as data collection from the site survey, providing the documentation needed for the customer to sign (these are for the utility, permits, etc.) all emails, and phone conversations, etc. At the end of the sales process you should be able to “thread the needle” all the way from prospect to profit.

Project Management

Site Survey/Assessment 

Using s surveyor a site survey will include the name and contact information of the business and the person responsible for building operation, photos of the entire site including the roof, main switchgear, obstructions, RTU (roof top units), condition of the roof, age of the roof, type of roof, roof warranty, photos of the inside of the building, measurements of the beams, spacing and size.

There are specialized solar softwares that automate these tasks  for you.

Preliminary Designs/Shading Reports 

Prelim designs are just that – preliminary. Meaning that based on an initial assessment of the property and roof space, you will show the business owner what the system “could” look like. A prelim design includes panel placement, number of panels, estimated solar production and where potential shading could impact production. 

There are specific solar softwares designed for this part of the process. These softwares are useful because they include something called LIDR (Light Detection and Ranging) which is used to sense light exposure on the roof, property and surrounding area. In layman’s terms – if you want to show your prospect you are ‘accurate; make sure you use a design tool with LIDR.

Solar Permits (Plan Sets)

Depending on where you are in the US, most municipalities and or utilities require a mechanical and or electrical solar permit. Since most solar systems are “grid tied,” meaning they are connected to the utility, you may need a permit to make sure all wiring and interconnections are as they should be and also meet current electrical codes.

PE Stamps 

A PE (professional engineer’s) structural and electrical seal/stamp demonstrates that a licensed professional reviewed the solar designs, structural viability of the building, electrical wiring and it meets all codes, requirements, and safety standards. This is absolutely necessary for a commercial solar installation. Like many other aspects of commercial solar project management, there are companies and softwares that specialize in this area and can reduce the wait time to get these stamps.

  1. Hire the Right Team

Sales Teams

Your sales team is one of the most integral parts of your commercial solar company. Without sales, nothing happens. Having the right people in the right seats means driving the the right results

VP of Sales or Sales Director 

The focus  of your VP of Sales or Sales Director generating opportunities and converting those opportunities. The person in this role is also responsible for motivating the rest of the sales team and holding them accountable for results. The VP of sales or Sales Director is at the core of revenue generation for your commercial solar business.

Commercial Developers 

Commercial developers who aren’t afraid to get belly-to-belly with your ideal customers are integral to your solar business. Door knocking and in-person meetings provide the highest ROI, because of the immediate feedback, ability to handle objections on the spot, and develop a rapport with prospects.

Take your time when hiring commercial developers, whether you choose the W2 or independent contractor route. Don’t try to cattle-call your way to good talent. Hire the people that you know for certain will be an asset to your business.

Sales Operations Analyst 

A sales operations analyst within a commercial solar company is someone who understands sales, sales process and how sales interlaces with operations, They typically manage the generation of the design and proforma, analyze utility bills, understand the AHJ, Utility incentives and the nuances between sales and operations.

Marketing Teams

Your marketing team works in congruence with your sales team. You need both to generate revenue. When you launch your commercial solar business, you need, at the minimum, a Director of Marketing and a Marketing Assistant to keep the leads coming and keep your brand visible.

Director of Marketing

Your DOM works with your sales team on inbound and outbound lead generation, marketing collateral, olders, brochures, print material, company SWAG, coordinates attendance and sponsorships at solar conferences, and creates campaigns that result in visibility of your company. 

Marketing Assistant

Marketing assistants report to the Director of Marketing and are typically responsible for implementing the campaigns while the DOM creates the big-picture strategies. 

The Team From Ink to Install 

COO or Head of Construction / Operations 

Responsible for taking the project from sale to installation. Oversees all components of the installation process and is responsible for all logistics.

Certified Solar installer

An experienced commercial solar installer is a great start. Someone who has verifiable solar installation experience. However the ideal candidate is someone who is NABCEP or PVIP Certified.  NABCEP is the most recognized certification the solar industry has to offer. PVIP is also considered the gold standard for PV installers. 

Installation Crew (a rack and stack team)

These are installation crews who are responsible for moving the equipment onsite, laying out the racking system, installing the ballast blocks and working with the installer to install and wire up the panels.

Master Electrician – 

The master electrician is responsible for designing the electrical circuitry of solar panels and supporting devices for panels, such as inverters and wiring. They also oversee the conduit run and work with the utility for interconnection.

Customer Service Rep (or Customer Project Manager) – on boarding new solar customers, setting expectations, responsible for informing customer when solar will be delivered to the site, when installation will occur, how long it will take to complete installation and any documentation needed to speed the installation process up to the day the system is turned on (PTO – permission to operate)
  1. Implement Effective Training 

You can have the best people in place, but even the best people need the right training. You need to have streamlined, effective training in place for each member of your team from team leads on down.

  1. Launch Your Lead Generation Machine

Once your systems are in place, your team is hired and trained, and you’ve done the backend work to be able to deliver a commercial solar project, it’s time to launch your lead generation machine. 

A lead generation machine is something that puts eyeballs on your website, your marketing materials, and your brand as a whole 24 hours a day.

It’s important that your lead generation can operate independently of people. If your leads are constricted by 9-5 hours, your business is going to suffer. Make sure you have the machine in place and when you’re ready, switch it on.

  1. Seek Constant and Never Ending Improvement

The moment you start to see momentum in your commercial solar company is the moment you work even harder. Part of success means always looking for ways to improve your business.

Create a Sales Team Training and Coaching Culture

Part of consistently seeking to improve means focusing on empowering the members of your team. Weekly coaching calls, one-on-one coaching and training and sales leadership development are all ways to keep your team strong and your organization as a whole even stronger.

Consistent Internal Auditing

Measuring your key performance indicators, evaluating completed projects, and analyzing customer feedback, are ways to constantly improve your business operations. Reflect on where you are and hether or not your company is on track to reach its goals.

And remember, part of constant improvement is personal development as the CEO of the company. The first person you need to hold accountable is YOU!

  1. Redefine Success 

Success is defined by the objectives and goals you set, the team you develop and your ability to influence those you are in charge of. When you hit your first milestone, ask yourself how you can hit the next one (for example, going from $10MM to $20MM). Re-evaluate what got you to your first goal and eliminate the roadblocks that are keeping you from skyrocketing to the next level. 

As your business grows, you will define and redefine success each time you reach a new level.

Frequently Asked Questions About Starting a Commercial Solar Company

At The AJC Group, we’ve been coaching and training solar sales teams for 15 years. Here are some of the most frequently asked questions we get about starting a commercial solar companies:

Is There a High Demand for Commercial Solar?

There’s not only a high demand for commercial solar; soon, it’s going to be virtually mandatory.

For years, companies have purchased carbon credits and stated that they were “doing something sustainable,“ but now they’re going to have to prove it to get those carbon credits and incentives. Companies are doing this by installing solar on their property and implement other renewable energy initiatives

So yes, commercial solar is in demand and will only be more in demand in the years to come. 

How Do You Sell a Commercial Solar Project?

Selling a commercial solar project involves knowing WHO to sell to, what questions to ask, what people actually want:

Connect With Decision-Makers

The front desk isn’t signing the contract. The CEO’s assistant isn’t writing the check. You need to get in front of the actual decision maker for the companies you want to close a deal with.

Know How to Align With Your Prospect’s Objectives

This involves knowing your target audience. Are they money motivated? Are they environmentally conscious? How can you align your key selling points with their motivations?

Come From a Place of Value

Your customers don’t care about the features of the solar system that’s on their roof; they care what it means for them. Focus on the benefits instead of the features and educate them on what value solar installation will be for them.

Make Sure Your Sales Process is Airtight 

Your sales process is the meat of selling a commercial sales project. Make sure every single step in the process is locked in.

What Markets are the Best for Commercial Solar?

At the time of this article the hottest markets for commercial solar include CA, MA, NY, TX, FL, GA, NC, IL and NJ.  

What Are the Least Popular Markets for Commercial Solar?

Markets that do not have local incentives make it more difficult to sell commercial solar. But, that doesn’t mean that those businesses don’t want solar, and it doesn’t mean that you shouldn’t try to establish a presence and dominarte less desirable markets. This means that the sale might be more challenging, but there is less competition for you to beat. 

How Do You Co-Promote Your Commercial Solar Company?

You can co-promote your commercial solar business by creating mutually beneficial partnerships. Reach out to businesses that align with yours, such as commercial roofers, builders, commercial real estate professionals, commercial associations and the like and develop ways to work together to boost one anothers businesses.

How Do You Create a Great Reputation in the Solar Industry?

Earlier, we talked about how to establish authority in solar space. But creating a great reputation as a commercial solar provider goes beyond industry authority. You want to create a reputation that results in raving fans who will not just refer but introduce you to your next deal.

You do this by providing excellent customer service from the moment you first contact a prospect to the final check on the installation.

We Already Sell Residential Solar. How Different is Selling a Commercial Solar Project?

Residential solar sales is a saturated space. It is volume-centric and most sales are cookie cutter. Residential is a shorter sales cycle (1-3 days) and has profits around $5000 per sale. 

You need to maintain a massive sales organization to generate a multi 7-figure business. With commercial solar, you develop the project to a point where the business owner sees the value of tax benefits, control and reduce operating expenses and a vehicle to achieve and sometimes candidates sustainability goals. Sales cycles are longer, however, profits are much larger–even up to 10 times more.  

How Do I Know if My Commercial Solar Company is Positioned to Scale?

You have a lead generation machine that gets you thousands of digital  eyeballs 24/7/365. SOPs of Systems and Processes that are not people dependent. Commercial developers who have the shark mentality and have built relationships. Those who have the confidence to ask for the deal

Why is 2022 the Best Time to Start a Commercial Solar Company?

Residential solar has hit the point of saturation. It’s a race to the bottom. With commercial solar you are developing projects that help businesses control operational expenses, leverage tax savings and meet sustainability targets.

Creating Your Commercial Solar Company: Introducing the AJC Group

My name is Anthony Conklin and for over 15 years, I’ve been helping solar companies just like yours turn their businesses into powerful, revenue generating machines. Whether you’re in the planning phase of your commercial solar business or you’re decades deep into your career and looking to turn around your sales organization and build a legacy brand, it’s my mission to make your vision a reality.

What We Do

The AJC Group is a full service solar consulting company, providing you support at every stage of business development.

Commercial Solar Business Development

If you want to start a commercial solar company from scratch or you want to add a commercial division to your residential solar business, our team orchestrates the process from ideation to implementation. 

From developing your sales process to creating a strategic commercial sales blueprint and stepping in as fractional support until you have permanent hires, our team is a one-stop shop for launching, growing, and scaling your commercial solar business. 

Sales Training and Coaching

Every sales team needs a coach. The AJC Group works with sales organizations to provide coaching and training, either working with each individual member of your team or directly with your VP of Sales.

Leadership Coaching & Development

Reserved for C-Level Executives, the AJC Group’s Leadership Coaching and Development programs transform your leadership team into unstoppable A-game players that can coach and lead their own sales teams.

Lead Generation & Marketing 

Want to cement your position as a staple in your market? Need help getting eyes on your business, even while you sleep? Let’s work together to create a lead generation machine that keeps leads coming in 24 hours a day. From lead generation to brand positioning and fractional marketing support, our team helps you keep the momentum going. 

Fractional CRO, CFO, and VP of Sales Support

Need help turning around your sales organization or need expert guidance as you launch or restructure your solar company? The AJC Group serves as fractional CRO, CFO, and VP of Sales support so that your solar company doesn’t lose the traction you’ve worked so hard to achieve.

Why We Do It

We believe renewable energy is the future of the planet and the future of commerce. For the past 15 years, the AJC Group has been at the forefront of the solar and renewable industry, witnessing firsthand the impact that solar has on communities and the companies that serve them.

We want the same for you.

How Can the AJC Group Help Build Your Commercial Solar Division?

Think of us as an entire outsourced division of your own company. If your solar company needs help bolstering your business, we’re the go-to for everything and anything sales, marketing, lead generation, systems and processes, and overall business success.

There’s Never Been a Better Time to Start a Commercial Solar Company

2022 is the best time to start a commercial solar company or add a commercial division to your already existing residential solar business. The financial benefits and growth opportunities mean your chance to build a sustainable business lasting generations. 

Starting a commercial solar business is a test of fortitude, business acumen, and grit. If you pass that test, the rewards are compounding. 

If you want to get in touch with our team or you’re ready to go headfirst into the world of commercial solar, contact a member of our team.

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