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Selling Solar: An Aftermarket Opportunity
Dealerships are increasingly finding that solar power kits are an easy sell and a good profit center for the parts department

Solar power is making notable inroads in the RV community, often being one of the first upgrades a customer buys after purchasing a new RV. Rather than lose that follow-up sale to an online vendor or big box store, RV dealers can offer this popular option on all new coaches and towables right at the point of sale as a dealer-installed extra. Solar charging kits offer a quick and easy install, virtually maintenance-free operation, and a long product life to deliver a high degree of customer satisfaction. In short, they make sense for both the dealership and the customer. So why aren’t more dealers offering solar as an option?

Why Sell Solar?

Solar power isn’t a tough sell once customers learn about the many advantages renewable energy offers. It’s clean, energy-efficient, cost-effective and good for the environment.

It’s particularly valuable for RVers who enjoy camping in locations without AC hook ups. Solar charging units offer safe, reliable power for everything from tools and appliances to sensitive computers and media equipment without the noise, fumes and maintenance issues associated with portable generators.

Solar also can be beneficial at locations that do have access to AC hook ups. Most RVers don’t realize that the battery charger in their RV or trailer that runs when hooked up to AC may not always provide an optimum charge for the batteries; this can cause the batteries to degrade much quicker and require replacement much sooner. A solar kit can eliminate this risk by charging the batteries to the correct voltage during every charge cycle, to promote a much longer battery life. And of course, one of the most common challenges in the RV world is dead batteries; eliminating dead battery issues can guarantee the customer is going to be more satisfied with their purchase.

Suggesting “the solar option” in the business office also can generate more revenue for the dealership: approximately $1,500 per sale, including up to 40 percent profit on materials and installation services. And it’s such a simple modification, a dealership can install a full solar-charging system in three hours or less, with no special tools required.

Panels, Batteries and Inverters

When I talk with RV dealers at trade shows or out on the road, they often tell me that they like the idea of selling solar products, but they’re concerned that their staff lacks the necessary expertise. As a longtime solar rep and an RVer myself, I tell them to start small, and do some easy research – just ask potential solar suppliers if they offer staff training programs or materials.

Like anything, the ability to explain the features and benefits of a product gives one the confidence to help end users understand how everything works, and what their expectations should be. And what better place to get that knowledge than right from the manufacturer?

When introducing the basics, manufacturers will often start with the system itself – what’s in a solar-charging kit? A typical system uses a solar panel to collect the sun’s energy, a battery to store it, and a regulator to protect the battery from overcharging. RVers also can add an inverter they can plug in AC electrical equipment as needed. A good out-of-the-box kit also will include all the mounting hardware for a quick, trouble-free install.

In recent years, advancements in the design and construction of these components have greatly enhanced the effectiveness of a solar-powered solution. Today’s solar panels are more durable and efficient than ever, offering decades of uninterrupted, maintenance-free power, while regulators equipped with intelligent energy management technology ensure the battery is always optimally charged for long life and maximum performance.

For customers who want more detailed feedback on their power production, regulators display power generation and battery levels in real time. Although the technology is advanced, the components are easy to understand, the system is quick to install, and the benefits are simple to explain to customers.

Starting Out with Solar

As more and more RV dealers take advantage of this opportunity, the next step is to bridge the gap between the business office, service center and parts department. In many cases, the parts department will already have a line on a solar supplier, and will order a system if asked by a customer, but the trick is to drive this opportunity from the front office as well. Once this is covered, selling a solar-charging kit can be as simple as asking one simple question in the finance office: “Would you like the solar option?”

For a dealership that’s just starting out with solar, there’s two main points to help keep things simple. First, keep just one solar-charging kit in stock; open it up and display the solar panel in the showroom where customers can see it.

Second, start by offering only one model of solar-charging kit, and offering to include it with the vehicle financing – this will keep the transaction easy for the consumer and for the dealer. For larger systems or custom installs, an online “mobile power calculator” (for example, see www.solarforRV.com) can help dealers find the right system in minutes. And don’t hesitate to contact a manufacturer’s representative with any questions you may have – besides providing training, customer service staff can help optimize marketing, provide all the tools for success, and deliver the products that will work.

Power to Go!

In today’s competitive economic climate, customer care is more important than ever. Customers have a wide range of options for locating and buying whatever aftermarket equipment they need, so the trick is to have the answers ready and the products close to hand. When a customer needs a dependable source of power for a new RV, the dealership is the best place to get that one-stop solar solution.

Why Sell Solar?

• Take care of customers’ mobile power needs upfront, so they don’t have to go elsewhere.
• Generate more revenue for the dealership (up to 40 percent, or about $1,500 on equipment and installation).
• Solar is clean, energy-efficient, cost-effective and good for the environment.
• The mobile solar power market is growing fast (an estimated 20 percent per year).
• Today’s solar power kits are modular, prewired and easy to install.
• Solar is a customer favorite – durable, reliable, low-maintenance and silent.

Mike Stephens is the national sales manager specializing in mobile power systems with Carmanah Technologies. For more information about Carmanah, call 250-380-0052 or visit www.solarforrv.com.