Solar Fred Asks: Can Your Company Do "The Solar Puppy Dog Close?"

If you’ve been in sales for a while, you’ve probably heard of “the puppy dog close,” which applies to pet stores, cars, and almost every retail store with a money-back guarantee. It works something like this:

The salesman puts the cute puppy in your hands, or worse, puts it in your kid’s hands. He says, “Tell you what: Take the puppy dog home. Try him out. If you don’t like him, you can bring Chuckles back for a full refund.”

So, with that no-risk offer, you purchase that little puppy dog, and despite Chuckles piddling on your golf clubs, the 3 AM barking, and the real estate lost on your side of the couch, you never take the salesmen up on his offer. Why? Because of all of Chuckle’s benefits:

• Your kids learn some responsibility and have something to play with besides your Nintendo.
• You get at least one walk a day, if not two.
• There’s someone else to blame for the stains on the carpets.
• And, really, looking at Chuckles wagging his tail as he begs for a morsel of your hoagie is priceless.

And so, you never do return Chuckles, and the salesman has closed a sale, albeit with some risk.

That, in a nutshell, is an embellished version of the “The Puppy Dog Close.” But what about the residential solar system? Can the same concept apply? If you’re that confident in your workmanship and customer service, then perhaps yes.

Forget sales. Let’s look at this tactic from a competitive (and marketing) advantage.

Recent articles on Renewable Energy World have discussed the viability of small installers as the larger installer brands expand and consolidate. I would argue that a modified version of “The Puppy Dog Close” is one way to compete and stand out in the crowd of small installers.

It may be risky, but really, all it means is that you stand behind your solar workmanship 100%. Don’t you anyway? In other words:

“If we install your solar system (take the puppy home), we guarantee you’ll love your solar system. If after one year, you’re not satisfied, we’ll take it down and return your net cost, less permitting fees and interest.”

My bet is that most, if not all customers, will never think about taking those panels down unless you’ve done awful work and made little effort to fix the problems. In that case, your company probably won’t last anyway, since bad news travels really fast on internet sites like Yelp! and Angie’s List.

In addition, if you’re going to compete with 10 to 20 year maintenance free leasing and PPA arrangements, then I would suggest that you almost have to offer at least a 10-year workmanship warrantee anyway.

Of course, taking down a solar system for a full refund is a lot riskier than returning a puppy dog. I know. Naturally, your offer should be limited, barring natural disasters, customer tinkering, rodent meddling, etc. Consult a lawyer and add those limitations to your contract.

But beyond that, all you’re doing is framing your confidence and skill inside a one-year complete satisfaction guarantee.  “Putting your money where you mouth is,” as the saying goes.

Marketing wise, one of the reasons why solar leases and solar PPAs are popular is because they minimize upfront financial risk for the customer. Your one-year satisfaction guarantee may have the same effect for those on the fence. 

Like puppy dogs, there will probably be very few customers that are going to want to return their solar systems after a year. Nevertheless, stuff happens and things may go wrong within the year. Nobody’s perfect. However, if your customer service and installation teams quickly right the wrongs, chances are that they’re going to love and cherish your company at the end of the year as much as they love and cherish Chuckles.

Now, as far as I know, nobody’s ever done this, and there may be good fiscal reasons why.  I accept that. So, let me just suggest that you don’t even have to offer this type of money-back guarantee. Perhaps all you need to do is know that your skills and customer service are so beyond the call fantastic…. that you could.

Think about it…or as I like to say, UnThink about it.

Tor Valenza a.k.a. “Solar Fred” advises solar companies on marketing, communications, and public relations. Contact him through UnThink Solar or follow him on Twitter @SolarFred.

Photo:Flickr/rogerajohnson