So‘nggi bir necha yil ichida AQSh quyosh energiyasi bozori rekord darajadagi sanoat o‘sishidan-bahramand bo‘ldi va yangi quyosh iste’molchilarini sotib olish osonroq va arzonroq bo‘ladi, degan umidda tizim tannarxini pasaytirish davom etdi. Biroq, iste'molchilar quyosh energiyasidan foydalanishning afzalliklari haqida ko'proq ma'lumotga ega bo'lishsa ham, mijozlarni sotib olish xarajatlari quyosh xarajatlarining eng qimmat toifasi bo'lib qolmoqda.
AQShda quyosh energiyasini o'rnatish bo'yicha uchta eng yaxshi kompaniyalar o'rtasidagi raqobat shiddatli bo'lib qolmoqda. Kuchli raqobat muhitida bozor ulushini saqlab qolish va oshirish uchun o'rnatuvchilar bitimlarni yutib olish uchun marketingga katta mablag' sarflashlari kerak, bu esa mijozlarni sotib olish uchun yuqori xarajatlarga olib keladi. 2021-yilning birinchi yarmida mijozlarni sotib olish xarajatlari turar-joy tizimining umumiy narxining 23 foizini vatt uchun 0,75 ni tashkil etdi (7 kVt quvvatli tizim uchun har bir mijozga o'rtacha 5250). 2018 yildan 2020 yilgacha mijozlarni sotib olish xarajatlari 9,2 foizga oshdi, shu davrda umumiy tizim narxlari 3,6 foizga kamaydi.
Customer acquisition costs are not uniform across the residential solar market and vary significantly by size of installation and region of operation. These differences are primarily driven by the installer's preferred sales strategy and the relative cost of each strategy. Partnerships with retailers (such as Home Depot) and door{{0}}to-door sales remain the most expensive sales channels and are most commonly used by national, large regional, and midsize regional installers. Customer acquisition costs in these categories average well above 0.50/watt. On the other hand, local installers more often rely on low-cost referrals, social media, and community campaigns, reducing customer acquisition costs to between 0.25 and 0.45/watt.
As the U.S. residential solar industry matures, a growing number of third-party sales organizations support solar installers. These organizations range from lead development companies that offer sales of leads of various qualities to entire sales teams that allow installers to outsource 100 percent of solar sales. The traditional solar sales channel has evolved into a complex web of different sales channels and potential partners, and installers can enter a "trial and error" phase to determine the best solution for their budget and business model.
COVID-19 pandemiyasi koʻplab oʻrnatuvchilarni yangi marketing strategiyalarini, xususan, raqamli takliflar imkoniyatlarini kengaytirishga majbur qildi. Ushbu echimlar veb-saytni yangilash, brend xabardorligini oshirish va yangi hamkorlik va dasturiy ta'minotga katta sarmoya kiritish kabi kichik o'zgarishlarni o'z ichiga oladi. Biroq, pandemiya shaxsiy-sotishning tugashini anglatmaydi. Vaqt- va mehnatni{4}}intensiv tabiati tufayli, uyma-uy sotish-onlayn savdo yoki telefon orqali uchrashuvlarga qaraganda ancha qimmat. Ammo ba'zi o'rnatuvchilar hali ham uni eng samarali savdo modeli deb bilishadi, ayniqsa yangi bozorlarga kirishda.
COVID-19-ga asoslangan raqamli investitsiyalar 2020-2021 yillarda mijozlarni jalb qilish xarajatlarining vaqtincha oshishiga olib keldi. Biroq, raqamli savdo va dasturiy echimlarning keng qo'llanilishi operatsion samaradorlikni keltirib chiqarishi va mijozlarni sotib olish xarajatlarini kamaytirishi kutilmoqda. Ba'zi o'rnatuvchilar shaxsan ishlab chiqarish va konsaltingga murojaat qilishsa-da, ba'zi kompaniyalar doimiy ravishda raqamli tizimga o'tishlari haqida dalillar mavjud. 2020-yildan boshlab yangi raqamli yechimlarga katta miqdorda sarmoya kiritgan oʻrnatuvchilar sotuvlarining 50-100 foizi onlayn tarzda amalga oshirilgani haqida xabar berishadi.
Onlayn sotishdan tashqari, dasturiy vositalar o'rnatuvchilarga operatsion samaradorlikni oshirish va mijozlar tajribasini yaxshilash imkoniyatini beradi. Ushbu vositalarning aksariyati allaqachon bozorda mavjud bo'lib, quyosh energiyasini sotish hunisining deyarli har bir bosqichida, qo'rg'oshin ishlab chiqarishdan sotuv tugaguniga qadar samaradorlik va foydalanish imkoniyatini maksimal darajada oshirishga yordam beradi. Oʻrnatuvchilar ushbu dasturiy yechimlarni oʻrganishga va savdo modellarini diversifikatsiya qilishga tayyor ekanliklarini koʻrsatib, uzoq muddatli muvaffaqiyatlar uchun zamin yaratdilar.
Relieving the cost burden of acquiring customers is all about attracting the right customers at the right time. In the transition to digital, more advanced software solutions are needed to reach new audiences and better understand consumer behavior. Software that can determine why customers say "no" while minimizing the time investment required by sales reps has the potential to radically reduce customer acquisition costs. As the U.S. residential solar market enters another phase of growth, digital sales and marketing will play a key role in the overall success of the industry.