LEAD TO CLOSURE PLAYBOOK
General Sales SOP for Residential + Commercial & Industrial Solar EPC
Lead Response • Qualification • Communication • Follow-up • Site Visit • Proposal • Closure
CORE RULE: EVERY CALL SHOULD CREATE CLARITY, EVERY FOLLOW-UP SHOULD ADD VALUE, AND EVERY CONVERSATION SHOULD HAVE A NEXT STEP.
1. PURPOSE
A simple, practical sales process for Solar EPC teams handling both Residential and C&I customers.
- Respond fast.
- Understand the requirement before pitching.
- Maintain clear communication history.
- Follow up with value, not repetition.
- Move every genuine opportunity toward a defined next step.
2. SALES FLOW
LEAD → FIRST RESPONSE → QUALIFY → FOLLOW-UP → SITE VISIT → DESIGN/ENGINEERING → PROPOSAL → NEGOTIATION → CLOSURE → REFERRAL
3. 4Q SALES FORMULA
| 4Q | Focus | Action |
| Quantity | Enough opportunities | Maintain a healthy pipeline. |
| Quick | Fast response | Fresh lead response within 10 minutes during live coverage. |
| Qualify | Right customer | Understand requirement, fit, intent and timeline. |
| Quality | Right opportunity | Focus on engagement, requirement clarity and buying readiness. |
4. 10-MINUTE TAT + FRESH LEAD FIRST
- Check and accept the new lead immediately.
- Read the lead form/source and previous context.
- Call within 10 minutes during working coverage.
- Personalise the opening using the information available.
- If unanswered, update CRM and start the follow-up sequence.
- Always handle fresh leads before older backlog.
FRESH LEAD FIRST → CALL FAST → PERSONALISE → LOG → FOLLOW UP
5. FIRST CALL — SIMPLE COMMUNICATION FRAMEWORK
Every first call should contain these 5 points:
- Your introduction: Name + role.
- Company introduction: What your Solar EPC company does.
- Lead context: Mention how/why you are connecting.
- Requirement discovery: Ask short, relevant questions.
- Next step: Fix a clear action/time before ending the call.
Sample Opening
“Namaste/ Jay Shree Krishna [Name] ji, I’m [Name] from [Company]. We received your enquiry regarding [solar requirement]. I wanted to quickly understand your requirement and guide you with the right solution.”
6. QUICK QUALIFICATION
- Customer type: Residential / Commercial / Industrial.
- Location / site.
- Approx. electricity bill / consumption.
- Current requirement / expected capacity.
- Roof / land / site availability.
- Decision maker / family or business stakeholders.
- Timeline: Now / Soon / Future.
- Any existing proposal or vendor discussion.
- Main objective: Saving / investment / sustainability / expansion.
DON’T SELL FIRST. UNDERSTAND FIRST.
7. COMMUNICATION HISTORY RULE
Before every follow-up, quickly read the last interaction and continue from there.
- Mention the previous discussion in 1 short line.
- Mention what was pending.
- State why you are calling today.
- Share one relevant value/proof point.
- End with a clear next step.
Example: “Ramesh ji, last time we discussed your 20 kW requirement and you were checking the proposal with your family. I’m calling today to clarify the two points we discussed and share one similar project example.”
8. “I’M BUSY, CALL LATER” PROTOCOL
Never end with only “Okay, I’ll call later.” Buy a specific time immediately.
“Absolutely, I understand. Aap mujhe bata dijiye aapko kaunsa time convenient rahega? Main exactly usi time aapko call kar leta hoon.”
- Confirm exact day/time.
- Repeat the agreed time.
- Update CRM/calendar.
- Call at the committed time.
9. UNANSWERED CALL — 3-TIME PROTOCOL
If the customer does not receive calls, avoid calling repeatedly at the same time.
- Attempt 1: First suitable time.
- Attempt 2: Different time window.
- Attempt 3: Another suitable time window.
- After attempts: send a personalised WhatsApp message and update CRM.
WhatsApp Template
“Ramesh ji, I tried connecting with you regarding your solar requirement. I completely understand you may have been busy. I wanted to connect for a few minutes, understand your requirement and share a couple of relevant results/projects from our work in a similar [industry/residential] segment. Aap mujhe convenient time bata dijiye, main usi time connect kar leta hoon. I have a couple of useful points to share that may be relevant to your requirement.”
10. FOLLOW-UP RULE — NO “ANY UPDATE?”
EVERY FOLLOW-UP MUST HAVE A REASON.
| Follow-up | Use When | What to Share |
| Testimonial | Need trust | Relevant approved customer video. |
| Case Study | Comparing solutions | Similar project/result. |
| ROI / Savings | Commercial discussion | Relevant calculation/assumptions. |
| Design / 3D | Needs visual clarity | Site/system visual. |
| Technical Point | Technical concern | Short useful explanation. |
| Execution Proof | Needs confidence | Project/site execution proof. |
| Decision Call | Proposal reviewed | Clarify pending points + next step. |
11. FOLLOW-UP COMMUNICATION FORMULA
PAST DISCUSSION → CURRENT CONTEXT → VALUE → CURIOSITY → CLEAR CTA
Example:
“Ramesh ji, as discussed, aapka [requirement] tha aur last time [pending point] discuss hua tha. I’m sharing one relevant project/example that may help you evaluate the solution. Isme ek point aapke requirement ke liye particularly relevant hai. Aap kab 5 minutes ke liye available rahenge? Main personally explain kar deta hoon.”
12. FOLLOW-UP CADENCE
| Time | Action | Purpose |
| Day 0 | Call + WhatsApp | Recap + next step |
| Day 1 | Testimonial / Case Study | Trust |
| Day 3 | ROI / Technical Value | Education |
| Day 5 | Design / 3D / Project Proof | Visual confidence |
| Day 7 | Decision Follow-up | Objection / next step |
| Day 10+ | Relevant proof/value | Nurture / reactivation |
13. SITE VISIT SOP
- Confirm date/time and decision-maker availability.
- Review all previous communication before visiting.
- Understand site, requirement and customer expectations.
- Coordinate technical feasibility with engineering.
- Share relevant proof/testimonial only when useful.
- End the visit with a defined next step: design, proposal, data requirement or decision meeting.
14. PROPOSAL PRESENTATION
- Recap the customer requirement.
- Explain proposed system/design.
- Explain expected generation and assumptions.
- Explain savings / ROI / payback clearly.
- Explain technology, quality and execution.
- Show relevant project proof.
- Explain commercial scope and exclusions.
- Ask for questions and identify the decision process.
- Fix the next decision date/action.
15. PRICE & OBJECTION HANDLING
- First understand the objection.
- Ask what is being compared.
- Compare scope, technology, warranty, execution, service and commercial terms—not price alone.
- Use relevant proof and business value.
- Do not promise unauthorised discounts.
- Do not make unsupported generation, savings or ROI guarantees.
Useful line: “I completely understand the price concern. Before we compare numbers, let me quickly show you what is included in our solution so we are comparing the same scope.”
16. NO-RESPONSE / NURTURE
- After the structured attempts, stop repetitive calling.
- Move the lead to the appropriate CRM stage.
- Send relevant value at sensible intervals.
- Use new proof, education, project update or a useful insight.
- Set the next reactivation date.
17. CRM DISCIPLINE
- Lead source
- Customer name
- Contact details
- Segment: Residential / Commercial / Industrial
- Location
- Requirement
- Bill/consumption where available
- Last communication summary
- Current stage
- Next action
- Next action date
- Site visit status
- Proposal status
- Objection / lost reason
NO LEAD WITHOUT A NEXT ACTION.
18. DAILY SALES CHECK
- Fresh leads pending?
- Any lead beyond 10-minute response target?
- Follow-ups due today?
- Site visits for next 48 hours?
- Proposals pending?
- Hot opportunities needing attention?
- Any lead without next action?
- Any customer waiting for promised information?
19. WEEKLY SALES REVIEW
- Lead volume and source quality.
- Response time.
- Contact rate.
- Qualification rate.
- Site visit booking/completion.
- Proposal conversion.
- Closure conversion.
- Top objections.
- Lost reasons.
- Pipeline value.
- Best-performing testimonials/case studies/content.
20. GOLDEN SALES RULES
- Fresh leads first.
- Respond fast.
- Personalise every first call.
- Read previous communication before every follow-up.
- If customer says “call later,” secure a specific time.
- Do not repeatedly call at the same time.
- Use WhatsApp after structured unanswered attempts.
- Never send only “Any update?”
- Every follow-up must add value.
- Use relevant proof, not random content.
- Create curiosity through genuine value—not fake urgency.
- Always finish with a clear next step.
- Keep CRM updated.
- Never overpromise.
21. FINAL SALES MANTRA
CONNECT → UNDERSTAND → QUALIFY → ADD VALUE → FOLLOW UP → BUILD TRUST → CLOSE
EVERY CONVERSATION SHOULD MAKE THE NEXT CONVERSATION EASIER.
