One number reveals why Sunrun's online sales strategy is here to stay - Business Insider

The coronavirus pandemic has forced rooftop solar companies to move their sales online.

Shifting sales online requires more transparency around pricing and a slightly different skill set, one expert said. The last two months have been especially painful for the rooftop solar industry, which typically relies on face-to-face sales, onsite installations, and long-term financial commitments. Lynn Jurich, the CEO of Sunrun.Almost overnight, residential solar companies have been forced to move lead generation and sales online, or risk losing business.

Through digital sales, prospective customers are less likely to sign an order, Jurich said. But they're more likely to follow the process all the way through to installation, so "overall, conversion is a wash," she said. Sunrun is the largest residential solar installer in the US.In the face of the pandemic, Sunrun generated an all-time high number of digital leads in April — and with "a significantly smaller sales force," Jurich said.

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