How to Handle "It's Too Expensive" in Solar Sales
In solar, "it's too expensive" usually comes from sticker shock on the total system price. Most homeowners are really comparing it to what they pay the utility each month, and that's where the conversation should go.
Why buyers say it
A five-figure system price is a big number to hear at the kitchen table, especially when the homeowner wasn't planning a major purchase. Many don't fully understand financing, the incentives that apply to them, or what they already spend on electricity each year.
What to say
"It sounds like the total number caught you off guard."
Validates the reaction so they don't shut down.
"What are you paying the utility company each month right now, especially in summer?"
Shifts the comparison from sticker price to what they're already spending.
"If your monthly cost stayed about the same or went down, and you owned the system instead of renting your power, would the total still be the issue?"
Reframes the decision around monthly cost and ownership, which is how most people actually buy solar.
Mistakes to avoid
- ✕Overpromising savings or tax credits you can't guarantee
- ✕Burying them in panel and inverter specs
- ✕Pushing to sign before they understand the financing
Example conversation
FAQs
How do I explain the cost of solar?
Compare the monthly financed cost to their current utility spending, and be specific and honest about which incentives apply in their area.
Should I mention tax credits?
Yes, but accurately. Explain what's available, avoid guaranteeing how much they'll personally receive, and suggest they confirm with their tax professional.
How can I practice this objection?
Practice it out loud until the response is automatic. CloserPro lets you roleplay with an AI solar buyer who says "It's too expensive" and pushes back like a real customer, then scores every response and tells you what to say next time.
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