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Commercial solar EPC companies · Buyer persona

Write for the finance head and the plant head, not for a buyer called industry.

A buyer persona for a commercial solar EPC company is a short written profile of the people who decide on a factory, warehouse or campus roof: the promoter, the finance head, the plant head and the trustee. GullySales builds each card from your own survey notes and lost proposals, then uses it to write pages, proposals and follow-up.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for B2B and B2C buyer persona development

What buyer persona means

A buyer persona is a plain description of the kind of customer who actually buys from you. It includes what they search, what worries them and who else they ask before deciding. GullySales builds this from real enquiries and past sales rather than a generic template, then uses it to write every page and advert.

Also for commercial solar EPC companies

Sales and marketing for commercial solar EPC companies, the overview.

Last updated 6 Oct 2026.

For commercial solar EPC companies

Where it usually goes wrong, and what we would do.

  • “One order has three readers”

    The promoter asks whether it is worth it, the finance head asks how the saving is worked, and the plant head asks what happens to production on the day of installation. One proposal written for all three satisfies none.

  • “A factory and a school are different buyers”

    A factory counts daytime load and demand charge. A trust board counts term time, a roof it must keep leak-free and what parents will think. The same pitch to both reads as written for neither.

  • “Home buyers set the wrong picture”

    Many sales engineers learned on homes, where one person decides in a week. Commercial buyers hold meetings, ask a consultant and check references. Selling to them like homeowners loses the file at the first meeting.

What we do

What we deliver for commercial solar EPC companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Cards for the promoter, finance head and plant head

    One card for each person on a factory deal, built from survey notes, lost-proposal reasons and your engineers' own recollection of who asked what.

    Result: Your team knows who it is writing to in each part of a proposal.

  2. A trust and campus card

    A separate card for schools, colleges and hospitals, covering the trustee, the administrator and the maintenance head.

    Result: A campus proposal speaks to the people who sign it.

  3. A check against real customers

    A short set of questions put to a few installed customers and a few lost buyers to test each card, with the lines that do not hold removed.

    Result: The cards come from buyers, not guesses.

  4. A proposal written to the card

    The proposal layout split into a page for each reader: the saving for the promoter, the working for the finance head, the site plan for the plant head.

    Result: Each reader finds his own question answered.

  5. Pages and ads matched to each card

    Page headings and advertisement lines drawn from the words buyers use for their own worries.

    Result: A buyer recognises his own situation in your copy.

How the result is measured

  • Enquiry match to persona
  • Conversion rate by persona
  • Content aligned to persona

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full B2B and B2C buyer persona development page

A persona card for this buyer

Here is a typical card for the owner-promoter of a mid-sized factory with a roof of his own.

An example, not a fact about your customers. Compare each line with your survey notes and lost proposals, and rewrite what does not fit.

Who they are
Typical: the promoter of a manufacturing unit in an industrial estate, owning the building, running a day shift and signing every cheque above a limit. Check against your last survey files.
What starts the search
Typical: a tariff change, a bill that has outgrown the budget, or a neighbouring unit that has put solar on its shed. Ask every enquirer what made him call this month.
What worries them
Typical: a leaking roof after installation, a plant that stops producing when the installer vanishes, and a saving that never reaches the bill. Collect the exact words from survey calls.
What they compare you with
Typical: two other EPC quotes, an energy consultant's opinion and the option of doing nothing. Ask which quotes he holds and on what basis they were written.
Who else decides
Typical: the finance head who checks the working, the plant head who guards production, and a landlord or a lender where the building is leased or mortgaged. Name them in the file at the first survey.
What makes them say yes
Typical: a plant of the same roof type to visit, a proposal in his own bill terms, and a named engineer who stays until the meter is running. Check which of these your signed customers asked for.

Who it is for

This is written for these commercial solar EPC companies.

  • Rooftop EPC specialists for factories and industrial units
  • Warehouse, cold storage and logistics park rooftop installers
  • Campus installers for schools, colleges and hospitals
  • Pay-per-unit (OPEX) rooftop developers
  • Open access and group captive solar developers
  • Ground-mount and solar carport contractors
  • Government and public sector tender EPC companies
  • Operations and maintenance firms adding new installations

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is reply time, a follow-up sequence, the page buyers land on or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the buyer persona work runs

  1. 1

    Understand the current view

    We start with how your team currently describes the customer, since the gap between belief and reality is often the finding itself.

  2. 2

    Audit past enquiries and sales

    We look at recent enquiries and closed deals to see who actually bought, not who was assumed to buy.

  3. 3

    Interview customers and staff

    Short, structured conversations surface the real language, worries and triggers behind a purchase.

  4. 4

    Build the personas

    Findings are written into short, usable persona documents rather than a long report.

  5. 5

    Apply to your marketing

    We show exactly where each persona should change a page, an ad or a script you already have.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How many personas does a small EPC company need?
Two or three. Start with the person who starts the search, usually the plant head or the promoter, and the person who can stop the order, usually the finance head. Add a campus card only if schools and hospitals are a real part of your work.
How do we check a persona against real customers?
Ring five installed customers and three who chose someone else, and ask what started the search, who else was in the room and what nearly put them off. Mark each line of the card as confirmed, partly true or wrong, and rewrite.
Can we use the persona to train new engineers?
Yes. Give a new sales engineer the cards, the last five lost proposals and the questions the finance head asked. He will see the buyer before the first survey. Update the cards when a new type of buyer begins to appear.
Is a group captive buyer a different persona?
Yes. He is usually a larger power consumer who wants a share in a plant at a distance, with different questions on ownership, wheeling and the grid. Build a separate card only if you actually sell this, and take its details from your own deals.
Should we publish a rate per kWp on our website?
Publish the basis, not a bare rate. Say what is inside it: modules, inverters, structure, cabling, approvals and monitoring, and what is outside it. A buyer will compare numbers, so a rate without the scope invites a lower quote that leaves half the work out.
Do factory owners search online, or does everything come through consultants?
Both. Consultants and associations bring many introductions, but the plant head or the owner then searches your name, your projects and your reviews before a survey is agreed. If that search finds nothing, a good introduction goes cold.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.

From the blog

Further reading for commercial solar EPC companies.

All articles

More for commercial solar EPC companies

Everything else we would do for you.

Or start from the overview: sales and marketing for commercial solar EPC companies.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

Tell us what you need