Solar Door-to-Door: Earning the Driveway Conversation in a Post-NEM 3.0 Market — a 60-Minute Sales Training

⚔ The Pulse Training

Who this is for: Residential solar door-to-door (D2D) sales reps and area sales managers at installer-dealers (Freedom Forever, Palmetto, Momentum Solar, Sunlux, ION Solar, PosiGen, Lumio survivors, Suntuity, Solar Energy World), regional independents, and former Sunrun / SunPower / Sunnova dealer-rep diaspora still selling under new banners across CA / TX / FL / AZ / NV / NJ / NY / MA.

Also relevant to retail showroom + appointment-set teams working the same lead. D2D is the highest-rejection, hardest-mental motion in residential — typical knock-to-set 1.5-4%, set-to-sit 40-65%, sit-to-close 22-40%, end-to-end knock-to-close 0.4-1.5%. The rate-savings pitch that worked 2020-2022 is dead; the conversation that still closes is lock-in + resilience + property value + escape from rising utility rates.

What your reps will leave with: The 6-STOP DRIVEWAY CONVERSATION (APPROACH / DISCOVER / REFRAME / PROPOSE / NEGOTIATE OBJECTIONS / CLOSE WITH PERMISSION) + the LOCK-IN / RESILIENCE / VALUE / ESCAPE post-NEM 3.0 value pillars + the FTC + state-AG compliance rails (no-bill-promises / 3-day-right-to-cancel / no-dealer-misrepresentation). Verbatim language for each Stop, each Pillar, each Rail.

Two role-plays — the post-Sunlight-bankruptcy skeptical homeowner and the cold-knock NEM-3.0 retiree on fixed income. One written commitment naming one re-canvas neighborhood. One printable one-pager for the truck.

What the area manager should bring: (1) Ride-along recordings from the last 5 unconverted doors — the rep who got cut off at "I'm not interested," the appointment that no-showed, the sit that went 90 minutes and walked, the sit that asked for a "second-opinion bid," and the verbal-yes that ghosted on the contract.

(2) Current installer-dealer rate sheet + post-Sunlight-Financial loan-partner stack (GoodLeap / EverBright / Service Finance Co / Sungage / Mosaic / Dividend / LightReach) + post-NEM 3.0 utility-rate comparison sheet for this market (PG&E / SCE / SDG&E in CA; APS / SRP in AZ; FPL / Duke in FL; PSEG / JCP&L in NJ).

(3) Printed leave-behind + utility-rate-history printout (10-year rate history for the market). (4) Whiteboard to score each rep's last lost door against which Stop it broke on.

MEETING AGENDA -- 60 MINUTES

🎯 Bottom Line

You're not selling solar — you're selling escape from the utility. Per SEIA / Wood Mackenzie US Solar Market Insight 2025, post-NEM 3.0 California residential install volume has dropped 60%+ from the 2022 peak. Sunlight Financial filed Chapter 11 March 2024; SunPower August 5, 2024; Sunnova June 2, 2025 — the three largest financing + dealer networks in residential solar collapsed inside 15 months.

GoodLeap dealer fees jumped 8-22%; EverBright (formerly Sunnova's loan arm) tightened underwriting; knock-to-close ratios now run 0.4-1.5% vs 1.5-3% in the 2021-22 peak. The rate-savings pitch ("you'll save $40 a month") is over. The conversation that still wins is lock-in against rising utility rates + resilience through battery storage + owned-solar property-value lift + escape from utility-rate-shock futures.

**Six Stops. Four Pillars. Three Rails.

The rep who runs the right Stop closes 2-3x the doors that today end with "I'll think about it."**

SECTION 1 -- THE COLD OPEN (0:00-0:05)

🟡 Coach Note

Clipboards down. No laptops, no proposal printouts, no rate sheet. Stand at the front of the room, say the numbers out loud, tell the story. The first 90 seconds set whether reps check their phones or actually run a different conversation on the next door tonight. Five minutes. Hard stop at 0:05.

The numbers, then the story.

The numbers first. Per SEIA / Wood Mackenzie US Solar Market Insight 2025, post-NEM 3.0 California residential install volume is down 60%+ from the 2022 peak. Sunlight Financial — the #2 residential solar loan originator — filed Chapter 11 March 2024, stranding thousands of dealers mid-funding.

SunPower (one of the oldest US installers + dealer networks) filed Chapter 11 August 5, 2024. Sunnova Energy filed Chapter 11 June 2, 2025, taking another major dealer network with it. GoodLeap dealer fees jumped 8-22% in the wake.

EverBright (spun out of Sunnova) tightened underwriting. Industry knock-to-close ratios now run 0.4-1.5% vs 1.5-3% in 2021-22.

The producer-side math is brutal. A typical rep in 2021 knocked 60 doors a night and pulled 1-2 sets + closed 1 in every 2-3 weeks. Today: 60 doors a night, 0-1 set, 1 close in 4-6 weeks. **Same neighborhoods.

Same equipment. Different first sixty seconds at the door. Reps who survive run a conversation that doesn't depend on the rate-savings pitch** — because the rate-savings pitch died with NEM 3.0 in California and is dying everywhere utilities reset export compensation.

The story. (Composite — swap in a Phoenix or Sacramento door from last week.)

Marcus, 4th-year D2D rep at a Freedom Forever dealer team, knocks a Phoenix subdivision Wednesday evening — 60 doors, ONE driveway set for Saturday morning. Saturday he sits with the homeowners — engineer husband, accountant wife, $310/month APS bill. Husband opens with: *"Didn't I just read solar companies are going bankrupt?

Why should I sign a 25-year loan with you?"* Marcus' first instinct is to defend the installer. Wrong move. Instead he stops, smiles, and runs the REFRAME: *"You read right.

Sunlight Financial in March 2024, SunPower in August 2024, Sunnova in June 2025 — three of the biggest. Here's what that actually means. Your install gets done by [installer name], who's in business.

Your panels are made by [REC / Qcells / Silfab / Maxeon], with a 25-year product warranty from the manufacturer, not the installer. Your inverter is Enphase IQ8, with a 25-year warranty from Enphase, not the installer. Your loan is with GoodLeap, a regulated lender, not the installer.

Three separate companies. If the installer disappeared tomorrow, your panels still produce, your inverter still converts, your loan terms don't change."*

Marcus closes the deal at 8 PM on the kitchen table. Same homeowner who opened with "why should I sign with you" signs a 25-year $42,000 financed system + Tesla Powerwall 3 — because the conversation acknowledged the bankruptcy news instead of dodging it.

⚠️ Common Trap

*"Don't worry about the bankruptcies, we're different."* Three answers. (1) The homeowner doesn't believe you — every solar rep on the block says exactly that. (2) Dodging the news trains the homeowner to think you're hiding more.

(3) The reps closing in 2026 are the ones who LEAD WITH the bankruptcy news and use it to *separate the install from the panel + inverter warranty from the loan*. The bankruptcy story is your opening, not your objection.

Transition: "Next hour: 6-Stop Driveway Conversation, 4 Post-NEM Pillars, 3 Compliance Rails, two role-plays. Let's go."

SECTION 2 -- THE TEACH (0:05-0:22)

🟡 Coach Note

Seventeen minutes. Do not lecture for seventeen minutes — you'll lose the room by minute 9. Split into three parts: 6-STOP DRIVEWAY CONVERSATION (10 min, ~1.5 min per Stop) + LOCK-IN / RESILIENCE / VALUE / ESCAPE Pillars (4 min, ~1 min per Pillar) + 3 Compliance Rails (3 min, ~1 min per Rail).

Pause after each Stop for one clarifying question. End-of-section test: any rep can recite all 6 Stops in sequence, all 4 Pillars, all 3 Rails, and the verbatim line under each without notes.

Part A -- The 6-STOP DRIVEWAY CONVERSATION (10 minutes)

Six moves. The choreography that gets you from clipboard-up to signed-contract on the kitchen table.

STOP 1 -- APPROACH (15 seconds)

Clipboard down at your side. Hands visible. Smile. Step back from the door BEFORE knocking — gives the homeowner room to open without feeling crowded. Knock twice, never three times. When they open, ONE sentence introduction, ONE question.

🎤 Verbatim Script -- STOP 1

*"Hi, I'm [name] with [installer name]. I'm in the neighborhood because I just helped the Johnsons three houses up — installed their system two weeks ago. I'm not here to sell you anything tonight, I just want to ask one question: are your electric bills bigger this year than last year?"*

Get the verbal yes. Don't pitch.

Common trap. Leading with "Do you have a minute?" — invites a no. Leading with the company name — invites "I'm not interested." Lead with the neighbor reference + the one-question hook.

STOP 2 -- DISCOVER (90 seconds)

Pivot to a real conversation. Three questions, then shut up.

🎤 Verbatim Script -- STOP 2

*"What's your average monthly electric bill in summer? In winter? Have you ever looked at solar before? Why didn't it pencil last time?"*

Find the trigger. Rate-shock. Energy independence. Kids moving home. Heat pump install. New EV. Pool pump. Deciding to age in place. NEVER pitch features at Stop 2 — you'll burn the conversation before you've earned the right to propose.

Common trap. Starting the rate-savings pitch in minute one. Reps who survived 2026 ask discovery questions for 90 full seconds before reaching for the clipboard.

STOP 3 -- REFRAME (90 seconds)

Acknowledge what they've heard. Get ahead of the bankruptcy + horror-story objection BEFORE it shows up.

🎤 Verbatim Script -- STOP 3

*"You probably noticed Sunlight Financial went bankrupt last year, and SunPower in August 2024, and Sunnova in June 2025. That changed our industry — but it also changed WHY solar makes sense. It's not about saving money on the rate anymore — that was the 2021 pitch.

Today it's about LOCKING IN your cost so the utility can't raise on you forever. Want me to show you what your utility's done with rates over the last 10 years?"*

Pull out the utility-rate-history sheet (every market should have one printed — PG&E up 32% 2023-2024 in CA; SRP up 12% 2024 in AZ; FPL up 16% 2023 in FL). Let the page do the talking.

Common trap. Dodging the bankruptcy news. Reps who avoid it train the homeowner to spend Stops 4-6 looking for what you're hiding.

STOP 4 -- PROPOSE (4 minutes)

Quick ROI math on a single sheet — Aurora Solar / Solo / EnergyToolBase printout if you have a tablet, OR a hand-drawn calculation that anchors to THEIR actual bill, not a generic example. Three scenarios — premium / standard / value tier — with monthly loan payment vs current utility cost.

🎤 Verbatim Script -- STOP 4

*"Based on your $310 average bill, here are three options. Premium — 11.4 kW system with REC Alpha panels, Enphase IQ8 microinverters, Tesla Powerwall 3 battery — financed payment $312/month for 25 years. Standard — 9.8 kW with Qcells, Enphase, no battery — $248/month.

Value — 8.4 kW with Silfab, string inverter, no battery — $189/month. I am NOT going to promise you save a specific amount on your bill — that depends on the utility, your usage, and the weather. What I CAN show you is that your payment is locked for 25 years while the utility keeps raising."*

NEVER promise specific bill amounts. Cover the panel warranty (25-year manufacturer) + inverter warranty (25-year Enphase / 10-12-year SolarEdge) + battery warranty (10-15-year Tesla / Enphase / FranklinWH) separately from the installer's workmanship warranty (typically 10-25-year installer).

Common trap. Quoting "you'll save $180/month" when you don't know whether the utility cuts rates next quarter, the homeowner buys an EV, or NEM rules change. That's the bill-promise violation that ends careers and triggers state AG actions.

STOP 5 -- NEGOTIATE OBJECTIONS (3 minutes)

Address the 5 most common in order. Each gets a verbatim response.

🎤 Verbatim Script -- STOP 5 (the 5 objections)

(a) "I want to think about it." *"Of course. What specifically — system size, payment, warranty, timing? Let's address it now while I'm here, faster than texting back and forth all week."*

(b) "What if you go bankrupt like SunPower?" *"Fair question. Four separate companies: install by [installer], in business; panels with 25-year manufacturer warranty from REC / Qcells / Silfab / Maxeon, separate company; inverter with 25-year Enphase warranty, separate; loan with GoodLeap, regulated lender, separate.

If the installer disappeared, your panels still produce, your inverter still converts, your loan terms don't change."*

(c) "My neighbor said his panels never paid back." *"What year did your neighbor install? 2018-2021 CA was NEM 2.0, less efficient equipment, higher cost per watt. Today's panels produce 18-22% more per square foot; financing is locked-in; battery closes the NEM 3.0 gap. Different math entirely."*

(d) "I'd rather pay cash than finance." *"Cash is the lowest lifetime cost. Payback 7-10 years; you keep 100% of production for the next 15-18 years. Financing exists to keep cash liquid and lock the payment. Which fits your situation?"*

(e) "I'm planning to move in 3 years." *"Owned solar adds to home value — Lawrence Berkeley studied 23,000 transactions and found $4-6 per watt installed. On an 11 kW system that's $44,000-$66,000 of resale lift. Leases REDUCE home value because the next buyer assumes the lease — that's why we only do owned."*

Common trap. Arguing each objection. Reps who win answer the objection in 2-3 sentences and return to the next step.

STOP 6 -- CLOSE WITH PERMISSION (60 seconds)

🎤 Verbatim Script -- STOP 6

*"Based on what we've discussed, you'd be looking at the standard option — $248/month locked for 25 years versus your current $310 going up. Would you like to start the application tonight, or set a 24-hour follow-up where I bring the engineering site assessment plus signed loan estimate?

Either is fine — just want to make sure we don't lose momentum."*

Calendar the next step on screen before leaving the driveway. If it's tonight, fill out the application on the iPad. If it's 24-hour follow-up, send the calendar invite from the truck before pulling away.

Common trap. Leaving a card. The card is a graveyard.

Part B -- The LOCK-IN / RESILIENCE / VALUE / ESCAPE Post-NEM 3.0 Value Pillars (4 minutes)

Four reasons solar STILL makes sense after rate-savings died.

🎤 Verbatim Script -- The 4 Pillars

LOCK-IN: *"Per EIA, residential electricity prices rose 5-12% annually 2020-2024. PG&E and SCE up 18-32% just 2023-2024. Owned solar locks your generation cost 20-25 years. Your loan payment doesn't change. The utility's will."*

RESILIENCE: *"Battery + solar means lights stay on when the utility doesn't. CA PSPS events, FL/TX hurricanes, NE ice storms — a Tesla Powerwall 3 or Enphase IQ Battery 5P or FranklinWH aPower 2 carries essentials 12-24 hours, whole house 4-8 hours depending on load."*

VALUE: *"Per Lawrence Berkeley + Zillow Premier, owned solar adds $4-6/W. An 11 kW system = $44K-$66K of resale lift. CRITICAL: OWNED only. Leased systems REDUCE home value because the next buyer assumes the lease — that's why we don't do leases."*

ESCAPE: *"You're future-proofing for an EV (+30-40% household load), a heat pump (+20-30%), and electrification generally. The household that adds 50% more demand without solar gets crushed by rate increases."*

Part C -- The FTC + State-AG 3 Compliance Rails (3 minutes)

Three Rails keep you out of state AG complaint files + protect your dealer license.

RAIL 1 -- NO BILL PROMISES

Per FTC + multiple state AG actions: cannot promise specific dollar savings on a customer's utility bill. The bill depends on the utility's tariff, the customer's usage, weather, and policy that may change. Use "estimated based on YOUR utility's published rate history" language.

🎤 Verbatim Script -- RAIL 1

*"I'm not promising you save $X per month. What I can show you is your payment is locked at $248 for 25 years and your utility has raised rates an average of 7% per year for the last 10 years. The math compounds either direction — and you control which side."*

Common trap. Saying "you'll save $180/month" or "your bill will be $25." Those are bill promises. State AG complaint files in CA, NY, NJ, MA are full of them.

RAIL 2 -- 3-DAY RIGHT TO CANCEL

Per FTC Cooling-Off Rule (16 CFR Part 429): federal 3 business days to cancel any in-home sale over $25. State extensions: CA Home Solicitation Sales Act = 3 business days (longer for seniors 65+ in some categories), NJ 3 business days, NY 3 business days, FL 3 business days, MA 3 business days.

Must give the customer a written 3-day right-to-cancel form at signing, in the same language the sale was conducted in.

🎤 Verbatim Script -- RAIL 2

*"Before you sign, federal law and California [or NJ/NY/FL/MA] law give you 3 business days to cancel — no penalty, no questions asked. Here's the cancellation form. Two copies — one to keep, one to mail back if you change your mind.

I'm not saying that to scare you; I'm saying it because you're entitled to it and I want it on the record that I told you."*

Common trap. Skipping the written form or hiding it on the back of the contract. CA Attorney General has fined solar dealers seven figures for exactly this.

RAIL 3 -- NO DEALER MISREPRESENTATION

Per FTC + state AG enforcement + CALSSA Code of Ethics: cannot say *"free solar,"* cannot say *"government program,"* cannot say *"your utility approved this,"* cannot imply you represent the utility. Cannot represent yourself as a *"city inspector"* or *"energy auditor"* to gain entry.

🎤 Verbatim Script -- RAIL 3

*"I'm with [installer], a private solar installer. I'm not from the utility, not from any government program. There's no 'free solar' — there's financing that makes the monthly payment lower than your bill, and there's a federal Residential Clean Energy Credit (30% through 2032 per current IRC §25D) that reduces your tax bill, but that's a tax credit YOU claim, not money I give you."*

Common trap. Vague "the government has a program for you" language. That's the line that triggers state AG investigations + CALSSA peer-enforcement letters + license actions.

🎯 Bottom Line

6 Stops + 4 Pillars + 3 Rails. Stops matter. Pillars matter.

Rails matter. All three together = 2-3x door conversion + clean state AG + dealer license intact. Any one alone fails: 6 Stops without Rails = an aggressive rep who closes well and gets the company sued; Pillars without Stops = a rep who articulates value beautifully but can't get past "I'm not interested" at the door.

SECTION 3 -- THE DISCUSSION (0:22-0:32)

🟡 Coach Note

Whiteboard up. Write APPROACH / DISCOVER / REFRAME / PROPOSE / NEGOTIATE / CLOSE across the top in 6 columns. Each rep names their last lost door from this week out loud — which Stop it broke on, what they said instead, what (if anything) they did to follow up.

Count to five after each prompt. Silence forces engagement. If vague: *"verbatim — what exactly did you say when they opened the door?"*

Prompt 1 — "Name your last unconverted door from this week. Time of day, neighborhood, who answered, what they said in the first 10 seconds." Force specifics: *"Tuesday 7:15 PM, the Wilshire Estates section of Sun City West, woman in her 60s, opened the door 4 inches, said 'we already have solar' and started to close it."* No vague *"some lady who wasn't interested."*

Prompt 2 — "Which of the 6 Stops did the door close on — and what did you actually say?" Most reps will admit Stop 1 (APPROACH) — they led with "Do you have a minute?" or named the company first instead of the neighbor reference + one-question hook. Some Stop 3 (REFRAME) — they didn't acknowledge the bankruptcy news.

Some Stop 5 (NEGOTIATE) — they argued the objection instead of answering in 2 sentences and moving on.

Prompt 3 — "Which Pillar would have actually fit that homeowner?" *"Wilshire Estates retiree probably needed RESILIENCE (Arizona heat + grid reliability concerns) or LOCK-IN (fixed income + APS rate hikes). Did you mention either?"* Most reps will admit they led with rate-savings (which is dead) instead of one of the 4 Post-NEM Pillars.

Prompt 4 — "Did you give the 3-day right-to-cancel acknowledgment verbally if it became a sit, or skip it?" Most reps who sat won't have. Area manager: *"That's a Rail 2 miss. Verbal acknowledgment of the 3-day window during the sit, written form at signing — both, every time.

State AG complaints come from the homeowner who 'didn't know they could cancel.'"*

Prompt 5 — "Did you make a bill promise — even a soft one?" Listen for *"you'll probably save about $X."* That's a soft bill promise — Rail 1 miss. Area manager: *"Replace with 'your payment is locked at $X, your utility's rate-history pattern is Y, the math compounds either direction — that's what I can promise.'"*

Prompt 6 — "ONE concrete next move — re-knock the neighborhood with the new approach, callback to the no-show, or peer role-play tonight? Verbatim what you'll say in the first 10 seconds." Each rep names ONE specific neighborhood + ONE move + ONE verbatim Stop-1 opener. Area manager: *"Recorded ride-along where state law allows, or detailed CRM note within 24 hours, reviewed in 1:1."*

SECTION 4 -- TWO-PERSON ROLE-PLAY (0:32-0:52)

🟡 Coach Note

Pair reps. If odd number, area manager takes the extra rep. Two scenarios, 10 minutes each, 60-second reset between. Rep plays HOMEOWNER in Round 1, switches to REP in Round 2.

Walk the room. Listen for whether the rep actually leads with the neighbor reference + one-question hook at Stop 1, whether they ACKNOWLEDGE the bankruptcy news at Stop 3 instead of dodging, and whether they hold the line on no bill promises under pressure. Mark which Stop each rep misses; that's the 1:1 data for the week.

Role-Play 1 -- Skeptical Homeowner Post-Sunlight Bankruptcy News (10 min)

Setup: 40-year-old mechanical engineer, owns 4-bedroom single-family in Phoenix (Ahwatukee Foothills), single-story, great south-facing roof, $310/mo APS bill (Time-of-Use ECRP plan), 3-year-old Tesla Model Y in the driveway, wife is an accountant. They sat with Marcus Saturday morning, opened with "Didn't I just read solar companies are going bankrupt?" REP must use the REFRAME + warranty-decoupling + lender-stability response without overpromising savings.

🎤 PROSPECT SCRIPT -- The Patels

Posture: Analytical, has done some research, has a real concern about company stability, will move if (a) the rep ACKNOWLEDGES the bankruptcy news instead of dodging, (b) the warranty + loan structure is explained as separate from the installer, (c) no specific bill-savings promise gets made.

Deflection 1 (min 3) — Husband: *"You guys go bankrupt every other year. Why should I sign a 25-year deal with you?"*

Deflection 2 (min 6) — Wife: *"Sunlight Financial is gone, where's my loan going to come from?"*

Deflection 3 (min 8) — Husband: *"My neighbor's panels broke and his installer was gone when he tried to file warranty."*

What gets the deal moving: REP acknowledges all three bankruptcies by name, separates panel warranty (manufacturer) + inverter warranty (Enphase) + loan (GoodLeap regulated lender) + install (current installer) into 4 distinct counterparties, runs the math on the printed utility-rate-history sheet, lands on standard option with optional Powerwall 3, surfaces the 3-day right-to-cancel verbally, schedules contract signing at 24-hour follow-up.

🎤 REP SCRIPT

• Min 0-2 (REFRAME): *"You're right — Sunlight March 2024, SunPower August 5 2024, Sunnova June 2 2025. Three of the biggest. Let me explain why that doesn't change what happens with your install."*
• Min 2-4 (Deflection 1): *"Four separate companies. Installer — [installer], in business since [year]. Panels — REC/Qcells/Silfab, 25-year manufacturer warranty separate from installer. Inverter — Enphase, 25-year warranty separate. Loan — GoodLeap, federally regulated, separate. If the installer disappears, your panels still produce, your inverter still converts, your loan terms don't change."*
• Min 4-6 (Deflection 2): *"Sunlight is gone — your loan today goes through GoodLeap, EverBright, or Service Finance Co (who acquired pieces of the Sunlight book). All three are regulated lenders with diversified balance sheets. Want to see the loan disclosure before we go further?"*
• Min 6-8 (Deflection 3): *"What year did your neighbor install? If 2018-2020 with a dealer-affiliated installer that's gone, that's a real story — and exactly why the warranty structure separates panel + inverter + loan from the installer. The neighbor's panels still produce; the workmanship warranty went with the installer, but the manufacturer warranties don't."*
• Min 8-10 (PROPOSE + RAIL 2): *"Standard 9.8 kW Qcells + Enphase, $248/month locked 25 years. Premium with Powerwall 3, $312. NOT promising a specific bill savings — depends on usage, APS TOU rate, weather. What I CAN promise: payment locked while APS raised rates 12% in 2024. Federal + state law gives 3 business days to cancel. Start application tonight, or 24-hour follow-up Tuesday?"*

60-Second Reset

🟡 Coach Note

Area manager calls out: "Switch sides — 60-second reset." Reps put clipboards down. Stand up. Stretch. Sip water. Sit back down with the OTHER role's paper. Take 30 seconds to read silently. Then go.

Role-Play 2 -- Cold Knock NEM-3.0 Sacramento Retiree on Fixed Income (10 min)

Setup: **62-year-old retired teacher, single, owns 3-bedroom in Sacramento (Land Park), 22 years in the home, owes nothing on the mortgage, $185/mo SMUD bill (Sacramento Municipal Utility District has its own NEM-equivalent rules separate from CPUC NEM 3.0 — area manager: clarify if rep is working PG&E or SMUD territory).

Adult grandson handles her finances. Cold knock 6:45 PM Wednesday. REP must use LOCK-IN + RESILIENCE pillars, acknowledge NEM 3.0 worse-economics honestly (or SMUD-equivalent), and DEFER if grandson isn't available — DO NOT pressure.**

🎤 PROSPECT SCRIPT -- Mrs. Henderson

Posture: Polite, cautious, financially conservative, has read enough news to be wary, will NOT make a decision without her grandson present, will move to a follow-up appointment if the rep doesn't push.

Deflection 1 (min 3): *"I read NEM 3.0 killed solar in California. Doesn't that mean it doesn't pencil anymore?"*

Deflection 2 (min 5): *"I'm on a fixed income — I can't afford a new payment."*

Deflection 3 (min 8): *"My grandson handles all my finances. I don't make decisions without him."*

🎤 REP SCRIPT

• Min 0-1 (APPROACH): *"Hi Mrs. Henderson, I'm [name] with [installer]. I helped a family on [nearby street] two weeks ago. Not selling tonight — one question: have your SMUD bills been bigger this year than last?"*
• Min 1-3 (REFRAME Deflection 1): *"NEM 3.0 changed the math for PG&E and Edison — export credits dropped ~75%. SMUD is separate with its own rules, different conversation. Either way, the pitch isn't 'sell electricity back' anymore — it's 'use what you make, lock in cost, add a battery for backup.'"*
• Min 3-5 (Deflection 2): *"Fair. Fixed income means cash flow matters more than total cost. The right product might not be a 25-year financed install — could be a smaller system on a 10-year loan where the payment is BELOW your current SMUD bill. Or solar isn't the right call this year. I won't push something that costs you more month-to-month."*
• Min 5-7 (LOCK-IN + RESILIENCE): *"SMUD raised rates 7% in 2024, projected 5-9% in 2025. Your bill in 5 years probably $240-280. A small owned system locks the generation cost. A battery means when the grid goes down — Land Park lost power 14 hours in the December 2024 storm — refrigerator and lights stay on."*
• Min 7-9 (Deflection 3 — DEFER): *"Smart. If your grandson handles your finances, he should be part of this conversation. Let's set a Saturday morning when he's here. I'll bring two scenarios — cash and 10-year financed. I'm not signing you up tonight; I'm earning a Saturday."*
• Min 9-10 (RAIL 1 + RAIL 2 + CLOSE): *"Not promising specific savings — depends on usage and SMUD's rate. What I can promise: payment locked. If we move forward Saturday, federal law gives 3 business days to cancel after signing. Saturday 10 AM work? Grandson's number for the calendar invite?"*

🟡 Coach Note

Rep will want to (a) push past the grandson deflection — DON'T, that's how state AG complaints get filed against solar D2D, especially with seniors; (b) over-promise on NEM 3.0 by pretending the rules didn't change — DON'T, acknowledge the change and pivot to self-consumption + battery + lock-in; (c) skip RAIL 1 + RAIL 2 because it's a cold knock not a sit — DON'T, the verbal acknowledgment is what protects you when the grandson Googles you on Saturday morning.

Make the rep re-deliver the DEFER move + the honest NEM 3.0 concession + the 3-day right-to-cancel verbal. Highest-leverage drill in the meeting.

SECTION 5 -- DEBRIEF + COMMITMENTS (0:52-0:57)

🟡 Coach Note

Pull the room back together immediately. Three debrief questions, then commitments. The ritual is the only part that moves next month's set-rate + close-rate + state AG complaint count.

Debrief 1 — "Which Stop felt strongest in your role-play? Where did you accidentally promise specific savings?" Reps over-index on Stop 6 (CLOSE, comfortable) and Stop 4 (PROPOSE, familiar). Under-index on Stop 3 (REFRAME — bankruptcy acknowledgment) and Stop 1 (APPROACH — leading with neighbor reference).

Area manager: *"REFRAME is the move that separates 2026 closers from 2022 closers. If you can't say the bankruptcy names out loud, the homeowner thinks you're hiding them. Practice the Stop 3 verbatim until it's natural."*

Debrief 2 — "Did you give the 3-day right-to-cancel verbal acknowledgment, or skip it?" Most will admit they skipped it in the role-play because it felt awkward. Area manager: *"Verbal acknowledgment in the sit, written form at signing — both, every time. That's what keeps you out of state AG complaint files.

It's also what builds trust — the rep who VOLUNTEERS the cancellation right is the rep the homeowner believes."*

Debrief 3 — "Which neighborhood will you re-canvas this week with the NEM 3.0 reframe instead of the rate-savings pitch?" Each rep names ONE. Area manager: *"Same neighborhood you knocked last week with the old pitch. Same doors. Different first 60 seconds. CRM note within 24 hours for 1:1 review next week."*

🎤 Commitment Ritual (Verbatim)

Area manager says: "Open your CRM on your phone. Four lines. Line 1: target neighborhood — name, zip, last canvas date.

Line 2: Pillar you'll lead with — LOCK-IN / RESILIENCE / VALUE / ESCAPE. Line 3: ONE verbatim language change — actual words from the role-play (Stop 1 opener or Stop 3 reframe). Line 4: peer role-play with another rep before knocking — name + day.

Read all four aloud."

Coach the vague (*"I'll be less salesy"*): *"What words exactly? Read the Stop 1 opener. Out loud now."*

Area manager closes: "In our 1:1 within 7 business days I'm pulling the CRM detail on this exact neighborhood, and we'll walk through your set-rate + close-rate this week vs last week. Not whether you closed — whether you ran the right Stop and stayed on the 3 Rails. Doors follow process. Always have."

SECTION 6 -- LEAVE-BEHIND WALKTHROUGH (0:57-1:00)

🟡 Coach Note

Hand out the printed one-pager. Walk it 30 seconds per section. Tell reps where the digital version lives (team Slack / dealer portal / CRM attachment library). Keep one in the truck behind the clipboard.

📋 Leave-Behind -- The "6-Stop + 4-Pillar + 3-Rail" One-Pager

THE 6-STOP DRIVEWAY CONVERSATION (verbatim cue + common trap):

#	Stop	Verbatim Cue Line	Common Trap
1	APPROACH (15s)	*"Hi, I'm [name] with [installer]. I just helped the Johnsons three houses up. One question — are your electric bills bigger this year than last year?"*	Leading with "Do you have a minute" or the company name first
2	DISCOVER (90s)	*"What's your average bill summer / winter? Ever looked at solar before? Why didn't it pencil?"*	Pitching features in minute one
3	REFRAME (90s)	*"Sunlight 3/2024, SunPower 8/2024, Sunnova 6/2025 — that changed our industry. It's not about rate savings anymore; it's about LOCKING IN cost so the utility can't raise on you forever."*	Dodging the bankruptcy news
4	PROPOSE (4m)	*"Three options anchored to YOUR bill: premium / standard / value. I am NOT promising you save a specific amount — depends on usage and utility rate."*	Quoting a specific dollar bill-savings number
5	NEGOTIATE OBJECTIONS (3m)	Verbatim answers to: think about it / will you go bankrupt / neighbor's panels never paid back / cash vs finance / I'm moving in 3 years	Arguing each objection instead of answering in 2 sentences
6	CLOSE WITH PERMISSION (60s)	*"Standard option $248/month locked vs $310 going up — apply tonight or 24-hour follow-up?"*	Leaving a card

THE 4 POST-NEM 3.0 VALUE PILLARS (4-quadrant grid):

Pillar	Evidence	Verbatim Line
LOCK-IN	EIA: residential prices rose 5-12%/yr 2020-2024; PG&E + SCE up 18-32% just 2023-2024 in CA	*"Your loan payment doesn't change for 25 years. The utility's rate will."*
RESILIENCE	Tesla Powerwall 3, Enphase IQ Battery 5P, FranklinWH aPower 2, SolarEdge Home Battery, Generac PWRcell 2 — 12-24h essentials backup, 4-8h whole-house	*"PSPS in California, hurricanes in FL/TX, ice storms in NE — battery + solar keeps your lights on when the utility doesn't."*
VALUE	Lawrence Berkeley + Zillow Premier: owned solar adds $4-6/W; 11 kW = $44K-$66K resale lift. Leased systems REDUCE home value.	*"Owned solar adds resale value. Leased solar reduces it. That's why we don't do leases."*
ESCAPE	EV adds 30-40% household electric load; heat pump 20-30%; general electrification trend	*"You're future-proofing for EV + heat pump + electrification. The household that adds 50% load without solar gets crushed."*

THE 3 FTC + STATE-AG COMPLIANCE RAILS (compliance checklist):

Rail	What it covers	Common near-miss	Verbatim move
RAIL 1: NO BILL PROMISES	Cannot promise specific $ savings; use "estimated based on YOUR utility's published rate history"	"You'll save $180/month" or "your bill will be $25"	*"I'm not promising you save $X. Your payment is locked at $Y; your utility's 10-year rate history is Z."*
RAIL 2: 3-DAY RIGHT TO CANCEL	FTC Cooling-Off Rule 16 CFR Part 429 + CA Home Solicitation Sales Act + NJ/NY/FL/MA 3-business-day windows	Skipping the written form or hiding on the back of the contract	*"Federal + state law gives you 3 business days to cancel. Here's the form — one copy to keep, one to mail back."*
RAIL 3: NO MISREPRESENTATION	Cannot say "free solar" / "government program" / "your utility approved this" / imply you represent utility	Vague "the government has a program for you" language	*"I'm with [installer], private solar installer. Not the utility, not a government program. 30% federal tax credit per IRC §25D is a tax credit YOU claim."*

THE PRE-KNOCK CHECKLIST (every shift):

• [ ] Utility-rate-history printout for this market (PG&E / SCE / SDG&E / APS / SRP / FPL / Duke / PSEG)
• [ ] 3-day right-to-cancel form for this state (CA / NJ / NY / FL / MA / TX / AZ / NV)
• [ ] Current loan partner stack (GoodLeap / EverBright / Service Finance Co / Sungage / Mosaic) + dealer fee tier
• [ ] Bankruptcy news brief (Sunlight 3/2024, SunPower 8/2024, Sunnova 6/2025) — say all three dates out loud
• [ ] Battery + panel + inverter brand briefs — 25-year manufacturer warranties separate from installer
• [ ] NEM rules for this market (CA NEM 3.0 / NY VDER / MA SMART / AZ ACC / NV PUCN / SMUD or LADWP)
• [ ] Federal Residential Clean Energy Credit brief — 30% through 2032 per IRC §25D
• [ ] CRM open on phone for instant calendar invites

NEVER SAY (misrepresentation + bill-promise list):

• "Free solar" / "Your utility approved this" / "Government program" — Rail 3 violations
• "You'll save $X/month" / "Your bill will be $25" / "Guaranteed savings" — Rail 1 bill promises
• "I'm with the utility" / "the city sent me" — misrepresentation; potentially criminal in some states
• "You're already approved" before running credit — TCPA + state UDAP risk
• "This deal expires tonight" if it doesn't — high-pressure tactic state AGs target
• "Sign now, paperwork later" — written 3-day form is mandatory at signing
• "Don't worry about the bankruptcies" — dodging the elephant kills the close
• "The neighbors all said yes" if they didn't — false-scarcity, state UDAP risk

THE OUTCOME LINE:

• Wins: Stop 1 neighbor-reference opener + Stop 3 bankruptcy acknowledgment + 4 Pillars matched + Rail 1 no-bill-promise + Rail 2 verbal-and-written 3-day form + Rail 3 honest installer-identity → 2-3x door conversion + clean state AG file + dealer license intact + battery attach lift + referral pipeline
• Losses: "Do you have a minute" opener + dodging bankruptcy + bill-savings promise + skipped 3-day form + "government program" language → 0.4% knock-to-close + state AG complaints + dealer-license review + zero referrals

🎯 If You Only Remember One Thing

You're not selling solar — you're selling escape from the utility. The bankruptcy news isn't an objection; it's your opening. Acknowledge it, separate the install from the loan from the equipment, and the conversation re-opens.

How This Training Sits Inside Your Solar Dealer Practice

This is the foundational driveway-conversation discipline for the post-NEM 3.0, post-bankruptcy-wave 2026 environment — the conversation that determines whether your D2D team hits set-rate + close-rate goals AND survives FTC + state AG attention + CALSSA peer enforcement + installer-network status reviews.

It does not replace site assessment, design, permitting, installation, or financing operations — it composes from all of them.

The 60-Minute Meeting Flow

Area Manager Coaching Loop

📚 Sources, Frameworks, And Research Cited

The 6-STOP DRIVEWAY CONVERSATION, the 4 Post-NEM 3.0 Pillars, and the 3 FTC + state-AG Compliance Rails draw on a specific body of solar-industry, CPUC regulatory, and FTC enforcement research. An area manager should be ready to cite these by name when reps push back.

Market + install-volume data. SEIA / Wood Mackenzie US Solar Market Insight 2025 — quarterly residential install volume + NEM 3.0 impact + state-by-state pipeline. EnergySage Solar Marketplace Report — installer pricing trends, equipment-mix data, loan-vs-cash-vs-lease share.

Lawrence Berkeley National Lab "Tracking the Sun" + "Selling Into the Sun" + Zillow Premier — owned-solar property-value premium $4-6/W (the canonical resale-lift citation). Wood Mackenzie Solar Group — dealer-channel analysis.

NEM 3.0 + state-utility rule frameworks. CPUC Decision 22-12-056 (Dec 15, 2022, effective April 15, 2023) — CA Net Billing Tariff (NBT / NEM 3.0), ~75% reduction in export-rate compensation. CA AB-942 follow-on. NY VDER (Value of Distributed Energy Resources).

MA SMART. AZ ACC rulings for APS + TEP. NV PUCN.

HI CGS + CSS. SMUD + LADWP + Austin Energy + Salt River Project — municipal/cooperative utilities with separate NEM-equivalent rules.

Bankruptcy + dealer-network disruption. Sunlight Financial Holdings Ch 11 March 2024 (loan-origination sold to Mundoval / Cross River). SunPower Corp Ch 11 August 5, 2024 (Complete Solaria acquired installation business). Sunnova Energy Ch 11 June 2, 2025 (EverBright loan-arm continuity).

Lumio Sept 2024 Ch 11. Pink Energy / Power Home Solar bankrupt 2022 (NC AG precedent).

FTC + state AG regulatory framework. FTC Cooling-Off Rule (16 CFR Part 429) — federal 3-business-day right to cancel for in-home sales over $25. CA Home Solicitation Sales Act (Civ. Code §1689.5-1689.14) — 3-business-day cancellation, written disclosure in same language as sales pitch, special rules for seniors 65+.

NJ Door-to-Door Sales Act + NY GBL §427 + FL §501.021 + MA G.L. c. 93 §48 — state-level 3-day windows. State AG enforcement: CA AG bill-savings misrepresentation sweeps; NJ AG D2D pressure-tactic enforcement; TX + FL AG consumer protection.

Trade associations + certification. SEIA national. CALSSA (CA Solar & Storage Association) Code of Ethics + Contractor Practices + peer enforcement. NABCEP PV Installation Professional + PV Technical Sales certifications. Regional groups: ABISES, FlaSEIA, NJSEIA, NESEA.

Installer-dealer + loan + equipment landscape. Installer-dealers: Freedom Forever, Palmetto, Momentum Solar, Sunlux, ION Solar, PosiGen, Lumio survivors, Suntuity, Solar Energy World, Sunrun (post-Vivint), Solar Optimum, Trinity Solar, Sunder Energy, Lightreach. Loan originators (post-Sunlight stack): GoodLeap (volume leader), EverBright (Sunnova spin-out), Service Finance Co (Sunlight successor / Truist), Sungage, Mosaic, Dividend (Fifth Third), LightReach, Loanpal.

PACE: Renew Financial, HERO. Panels: REC Alpha, Qcells (Hanwha), Silfab, Maxeon, Jinko, LONGi, Canadian, Trina. Inverters: Enphase IQ8 microinverters, SolarEdge HD-Wave + Energy Hub, SMA.

Batteries: Tesla Powerwall 3, Enphase IQ Battery 5P, FranklinWH aPower 2, SolarEdge Home Battery, Generac PWRcell 2, EG4, Sol-Ark.

D2D tooling + trade press + regulators. Tooling: Solo (D2D + design + close), Aurora Solar, Sunbase, FieldRoutes, CallRail / JustCall, HubSpot / Salesforce, EnergyToolBase, Helioscope. Trade press: Solar Power World, PV Magazine USA, Solar Builder Magazine, EnergySage Resource Library, Wood Mackenzie Solar Group, Canary Media, CleanTechnica.

Regulators: CPUC (CA), NY PSC + NYSERDA, MA DPU, FL PSC, AZ ACC, NV PUCN, TX PUC + ERCOT, NJ BPU, HI PUC; FTC for federal Cooling-Off + UDAP; state AG offices for state consumer-protection enforcement.

📊 The Numbers Behind The Training

The cold open lands harder when the area manager can quote real benchmarks. The tables below pull from SEIA / Wood Mackenzie US Solar Market Insight 2025, EnergySage Marketplace Report, Lawrence Berkeley National Lab + Zillow Premier, FTC and state AG enforcement records, and aggregated dealer benchmark studies.

SEIA / Wood Mackenzie — Residential Install Volume Collapse (Post-NEM 3.0)

D2D Funnel Math — The Producer-Side Reality

Per-Rep Production Reality

Why Lost Doors Stay Lost (Ride-Along + CRM Audits)

State AG + FTC Enforcement Snapshot (Recent Multi-Year, Solar Sector)

CALSSA + Industry Peer-Enforcement Priorities (2025-2026)

6-Stop Adoption Curve (Reps Running The Right Stop Consistently)

Pattern: Stop 3 (REFRAME — bankruptcy acknowledgment) is the hardest to install — reps fear naming the bankruptcies will scare the homeowner, but the reverse is true: dodging the news destroys trust, and acknowledging it separates the rep who closes from the rep who doesn't. Weekly ride-along audits by the area manager are the single biggest predictor of cohort close-rate lift at 90 days per internal dealer benchmarking across Freedom Forever, Palmetto, Momentum Solar, and ION Solar networks.

The 3 Rails adopt faster (most reps reach 85%+ adherence by week 6) because state AG and CALSSA pressure is direct and the consequences (rescissions, fines, license actions) are existential.

⚠️ Counter-Case: When The Framework Fails

Failure Mode 1 -- Dodging The Bankruptcy News

The single biggest 2026-era reflex. Rep hears "didn't I read solar companies are going bankrupt" and pivots — "don't worry, we're different." 34% of lost doors trace to this dodge. Coach: lead INTO the news. Name Sunlight 3/2024 + SunPower 8/2024 + Sunnova 6/2025 out loud. The acknowledgment IS the close.

Failure Mode 2 -- The Bill-Savings Promise

Rep gets pressed at Stop 4 and breaks Rail 1 — *"you'll probably save about $180/month."* Even soft, that's a bill promise. Coach: *"I'm not promising you save $X — your payment is locked at $Y; your utility's 10-year rate history is Z."*

Failure Mode 3 -- Skipping The 3-Day Right-To-Cancel

Rep skips the verbal acknowledgment because "it felt awkward" or hides the form on the back of the contract. Second-most-common Rail violation after bill promises. Coach: verbal in the sit, written form at signing, in the language the sale was conducted in. NON-NEGOTIABLE.

Failure Mode 4 -- "Free Solar" / "Government Program" Language

Rail 3 violation. Triggers state AG investigations + CALSSA peer-enforcement + license actions. Coach: *"I'm with [installer], private solar installer. Not the utility, not a government program. Federal Residential Clean Energy Credit 30% through 2032 per IRC §25D is a tax credit YOU claim."*

Failure Mode 5 -- Pushing Past "Decision-Maker Not Present"

Mrs. Henderson scenario. Senior says "my grandson handles my finances." Rep pushes anyway. CA: triggers senior-protection rules; NJ + NY: UDAP investigations. Coach: DEFER. Earn a Saturday, not a signature tonight.

Failure Mode 6 -- Arguing The Objection Instead Of Answering

Rep gets "my neighbor's panels never paid back" and argues for 8 minutes. Homeowner disengages. Coach: 2-3 sentence answer, return to next step.

Failure Mode 7 -- Leaving A Card Instead Of Calendaring

The card is a graveyard. At Stop 6, only two outcomes: application started tonight, or calendar invite sent from the truck. Card = lost.

Failure Mode 8 -- Quoting NEM 3.0 Falsely Or Dodging It

Rep tells a CA homeowner NEM 3.0 doesn't really change anything. Homeowner Googles it Saturday morning, deal dies. Coach: *"NEM 3.0 dropped export credits ~75%. That's why today's conversation is self-consumption + battery, not sell-back."*

Failure Mode 9 -- Battery Overpromising On PSPS

Rep claims a single Powerwall 3 (13.5 kWh) backs up the whole house for 3 days. Reality: essentials 12-24h, whole-house 4-8h. CALSSA peer-enforcement target. Coach: size the story to actual capacity + actual usage.

Failure Mode 10 -- Area Manager Doesn't Run Weekly Ride-Alongs

Kills 60-75% of D2D training rollouts. ~30-day half-life un-coached. Reps revert to rate-savings + dodge-bankruptcy reflex by week 4. Coach: one full ride-along + one full sit observation per rep per week, 1:1 within 7 business days. Non-negotiable.

Common Area Manager Objections

1. "My reps already know how to handle the door." Pull 30 days of knock-to-set + set-to-sit + sit-to-close by rep. Bottom-quartile reps (0.4% knock-to-close) read a script; top-quartile (1.5%+) run the 6-Stop on every door. Audit, don't assume.

2. "Compliance kills closes." Backwards. Top-quartile reps have the LOWEST state AG complaint count, lowest 3-day rescission rate, highest CALSSA standing, AND the highest close rate. Compliance and discipline come from the same muscle.

3. "Our installer-dealer already has scripts." Most are intake scripts (name, address, bill), not driveway diagnostics. The 6-Stop is the diagnostic ON TOP of intake.

4. "Reps can't afford 60-min meetings." The meeting is the leverage. 5 re-canvased neighborhoods + 1 peer drill per week = 2-4 additional closes within 30 days.

5. "Senior reps don't need this." Pre-2022 reps trained on rate-savings + NEM 2.0 + pre-bankruptcy market. Post-2024 requires REFRAME + 4-Pillar + bankruptcy acknowledgment. Old habits are now a close-rate leak.

6. "Comp plan is on closes — battery + adders don't fit." Then it's misaligned with 2026 unit economics. Battery attach lifts dealer revenue 25-45% per install. Fix the comp plan, then run the training.

7. "How do I know it's working?" Three 30-day signals: knock-to-set +0.5-1.5 pts / sit-to-close +5-10 pts / battery attach +15-30 pts / state AG complaints down / CRM-note completion above 95%.

When To Run A Second Time

Re-run every 90 days with fresh lost-door audits + updated NEM rules + new bankruptcy / dealer-network news + verified loan-partner stack + refreshed equipment brand briefs. Rotate role-plays from last quarter's actual lost doors. Third run, swap archetypes — HOA-blocked homeowner, post-divorce single-parent restricted credit, EV-buyer adding solar on the same loan, heat-pump-installer joint-pitch, multi-family small-landlord, off-grid prepper homestead.

🔗 Related Pulse Content

Thirteenth entry in Pulse Sales Trainings and seventh industry-specific training after st0007 (medical device), st0008 (real estate), st0009 (auto F&I), st0010 (pharma), st0011 (life insurance), st0012 (mortgage refi). st0001-st0006 covered B2B SaaS motions; st0007-forward pivots to industry-by-industry coverage. st0013 is residential solar door-to-door in the post-NEM 3.0, post-bankruptcy-wave environment — the driveway-conversation discipline that determines whether a D2D rep survives the 2025-2026 reset inside the FTC Cooling-Off Rule + CA Home Solicitation Sales Act + state-by-state right-to-cancel windows + CALSSA Code of Ethics + NABCEP certification standards perimeter, with state AG offices + state PUC NEM-equivalent dockets as the second layer.

Companion entries planned: st0014 title and escrow officer, st0015 Realtor listing presentation, st0016 mortgage processor/underwriter, st0017 wholesale AE, st0021 commercial solar + C&I, st0022 solar O&M + service-renewal, st0023 roofing-paired-with-solar D2D.

Cross-references to st0001-st0006 translated for solar D2D: st0001 discovery → Stop 2 DISCOVER 3-question 90-second pivot; st0002 single-threading → both-spouses-present-or-defer rule; st0003 objection recovery → Stop 5 verbatim 5-objection answers; st0004 cold-call opener → Stop 1 APPROACH neighbor reference; st0005 demo discipline → Stop 4 3-scenario math on a sheet; st0006 pricing → no-bill-promise + battery-as-adder + finance-vs-cash transparency.

Cross-reference to st0007-st0012 — what transfers: verbatim language on load-bearing moments + CRM/LOS-reviewed coaching cadence transfers exactly. What does NOT transfer: solar D2D is the highest-rejection, lowest-trust motion of any industry covered so far — even auto F&I (st0009) has the customer already inside the dealership having decided to buy a car.

Solar D2D starts at zero trust on a doorstep at 7 PM unannounced. FTC Cooling-Off Rule + state Home Solicitation Sales Acts apply because the sale happens in the home, not at a regulated office. The bankruptcy-news reality (Sunlight + SunPower + Sunnova inside 15 months) has no equivalent in any prior st-series industry.

Adjacent Knowledge Library entries: CPUC NEM 3.0 walkthrough + state NEM-equivalent rule maps + FTC Cooling-Off Rule + battery + panel + inverter brand briefs + loan partner stack + Lawrence Berkeley property-value research + IRC §25D Residential Clean Energy Credit + CALSSA Code of Ethics + NABCEP certification paths + D2D tooling (Solo + Aurora + Sunbase + FieldRoutes).

q9601 fractional CFO maps onto area-manager territory economics.

Hub: /sales-trainings. Canonical: /sales-trainings/st0013.