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Solar sales objections, answered word for word
Most solar objections are a question nobody has answered yet. Answer each one in four beats: acknowledge it, ask one question, give a short, true answer, then offer one small next step. Here are five objections reps hear every week, word for word, plus the drill that makes them stick.
I'm Damien Day. I write Day One Field Guides for solar setters, closers and the managers training them.
By Damien Day · Updated October 2026
The four beats
- 1 · AcknowledgeOne line that shows you heard them. No “but.”
- 2 · AskOne question to find the real concern. Then listen.
- 3 · AnswerSay something brief and accurate. Real facts go in every [bracket].
- 4 · AdvanceOffer a single easy step they can accept or decline.
Ask is the beat most reps skip. “It's too expensive” can mean the total, the monthly payment, or “I don't trust you yet.” Answer the wrong one and you've argued with someone who agreed with you.
Why rebuttals lose
| The rebuttal habit | The four-beat answer |
|---|---|
| Starts with “but” | Starts by agreeing with what's true |
| Talks over the concern | Asks one question, then listens |
| Tries to win the point | Gives a short, true answer |
| Pushes for the close again | Offers one small next step |
Five objections, answered
Lines you can say as written, in the same four beats the No-Credit Close uses on all 20 of its cards. The book's cards go further, with what to do and why at each beat. Put current figures from your company or utility in every [bracket], and keep the document handy in case they ask.
“I'll wait for prices to drop.”
1 of 5 · four beats- Acknowledge
Wanting a better price makes sense.
- Ask
Is it the equipment price you're watching, or what your electric rate does next?
- Answer
No one can tell you where panel prices go. What we can see is your rate: [source] shows it went from [old rate] to [current rate] since [year]. We can compare the options using your bill, with the assumptions written down.
- Advance
Want to put both sides on paper with your own bill, so you can decide?
“I need to talk to my spouse.”
2 of 5 · four beats- Acknowledge
That's fair. It's a decision for the whole house.
- Ask
What will they want to know first?
- Answer
Then they should hear it from me, with the same numbers you saw, not a summary over dinner.
- Advance
Is there a time this week you're both home, or would a quick video call work better?
“It's too expensive.”
3 of 5 · four beats- Acknowledge
It's a real number, so it makes sense to slow down.
- Ask
Is it the total that feels high, or the monthly payment?
- Answer
Cash, a loan, a lease and a PPA all cost differently, and some start with nothing down. If none of them beats your utility bill in a way you're happy with, it isn't for you.
- Advance
Should I lay the options next to your current bill so you can compare?
“I want to get three quotes.”
4 of 5 · four beats- Acknowledge
Good. Comparing is the right move.
- Ask
What matters most to you when you compare: price, equipment, warranty or the company?
- Answer
Line every quote up the same way: the price per watt, which panels and inverter, how long the warranty runs and who stands behind it, who handles service, and what each savings estimate assumes. I'll leave you a checklist.
- Advance
Once the other quotes are in, can I call and go through the differences with you?
“I've heard leases are a bad deal.”
5 of 5 · four beats- Acknowledge
Some people got burned, so being careful is smart.
- Ask
What have you heard about them?
- Answer
Check three lines in any lease or PPA: whether the payment rises each year and by how much, what happens if you sell, and what happens when the term ends. If one of those bothers you, don't sign.
- Advance
Want to look at those three lines together now?
Free: the 10 objections you're hearing now, in a free cheat sheet. A short, true answer and a next step for each, plus a commission calculator.
Get the free cheat sheetWhat's the real concern?
Most objections stand in for one question. Ask it first.
| They say | What it usually means | Ask first |
|---|---|---|
| “Not interested.” | A reflex. They haven't heard anything yet. | Is it solar itself, or the timing? |
| “How much does it cost?” | Is this even in the ballpark? | Do you mean the monthly payment, or the total? |
| “My last installer went bankrupt.” | Who'll be here in 10 years? | Which part concerns you: who services it, the warranty, or the equipment? |
| “I'm moving in a few years.” | Will this make the house harder to sell? | When do you think you'd go, and would you sell it or keep it as a rental? |
| “I don't want more debt.” | The loan, the lien or the credit check? | Which part bothers you: taking on a loan, a filing on the house, or the credit pull? |
| “My bill isn't that high.” | Maybe true. Solar may not pay off for them. | What does it run in your highest month? |
The first two come up at the door. The solar door-to-door script answers them before they're asked.
When it's a fit problem, stop
Some homes aren't a fit: heavy shade, a roof that needs replacing soon, a move coming up, a low bill. Pushing burns the house and the street. Say it straight.
- You
Based on your bill and what you've told me, I'd hold off for now. If [the roof / your plans / your usage] changes, call me and I'll take another look.
Then leave your card and your company's approved leave-behind.
Never do this
- Argue, interrupt or invent a fact.
- Ask for the sale again and again after a clear no.
- Use a fake deadline or a fake “manager” discount.
- Promise savings. Show a labeled estimate from the approved proposal instead.
Practice: the objection circle
- Form a circle. One person calls out an objection.
- The next person answers in four beats, out loud, in under 45 seconds.
- Everyone else scores it 1 to 3 on three things: true, short and kind.
- Keep it moving. Ten objections, ten minutes.
After every appointment, write down each objection you heard. Two of the same one in a week means that step needs practice, not a better comeback.
Questions
How do I respond when a homeowner says solar costs too much?
Find out what "too much" means first: the total price, the monthly payment or the idea of a new bill. Ask which one, answer only that, and offer one next step, such as comparing the payment to their current bill.
How do I answer worries about a solar installer closing?
Treat it as a fair question. Explain that the panels keep working, then give the homeowner questions to ask any company, yours included: who services the loan or lease, who backs the workmanship warranty, and whether any money is due before the work is done.
What should I say when a homeowner wants to talk with their spouse?
Agree that it's a joint decision. Ask what their spouse will want to know first, and offer a time when you can walk through it with both of them.
Should I ever argue with a homeowner?
No. Agree with what's true, ask one question, give a short, true answer and offer one small next step. If you catch yourself starting a sentence with "but," stop and ask a question instead.