What does Trump’s win mean for solar energy providers?

The results of the U.S presidential election have sent shockwaves through the sustainability sector, waving red flags about the future of initiatives designed to fight climate change.

For those of us concerned about the rapid warming of our planet, those fears are warranted. But I don’t think the results will materially impact that transition to renewable energy.

Here’s why: dollars and cents – and common sense. (Regulations that are very hard to repeal notwithstanding.) And, look, there are no guarantees in life. Trump has signaled his intention of reduce incentives that have helped support the renewable energy transition, as well as to slap tariffs on imports, which could result in higher costs for materials - which are passed onto consumers, in turn.

So there are valid fears of rising costs impacting the growth of the solar industry. And that means acting fast is key. Investing in sales and marketing programs that can reassure customers - and lock them in - is critical to insulating businesses for what may come. And when will it come? Whether by executive action or legislation…we don’t know.

The simple truth of the matter is transitioning to renewables, be it rooftop or community solar, wind power, RECs, etc., makes financial sense for customers. Renewable energy is more affordable than fossil fuels and is getting cheaper. 

Yet even with assurances like these, we find resistance. Why is that? Perhaps it’s the upfront costs some customers have to pay. Or the uncertainty that comes with trying something new.

More than anything, it’s a gap in trust.

Customers are being inundated by ads and mailers from unknown companies trying to make a sale. And bad actors have created an environment where consumers are wary of parting with their money, lest they get burned.

How do we create trust?

That’s where we come in. It starts with being clear about the services you offer and the ultimate benefit to customers. That’s done on your website, in your organic social media channels and your advertising.

Then you can further establish yourself as an expert by providing your unique perspective in media outlets, across social and in front of consumers in your community. Put a face to the name.

And that’s all underlined by testimonials from your happy customers. Not from Bill C. or Tammy G. Not with faceless avatars, but with real testimonials that show success, before and after photos and even video testimonials that SHOW how you improved their situation.

We trust people (and companies) we know and like. It can be a challenge to build that trust (and easy to lose it), but with the right marketing mix, it comes together really easily.

Want help in getting your story in front of your customers? Give Green Collar Communications a holler!