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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.

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

A solar engineer and factory manager review a rooftop installation

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 their 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 their 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 their 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 them 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 they hold 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 their 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.

  • Your last orders came entirely from a single consultant's recommendation, and you do not yet know who inside the buyer decided
  • You have not spoken to a finance head after a lost proposal, so a persona would be a guess

How it works

How the buyer persona work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand the current view

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

    Structured conversations with recent buyers, held as talk about the last purchase and not a questionnaire. We ask what happened before they called, who else was involved and what they compared. Customers agree before we contact them, and their answers are reported without names.

  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 where each persona should change a page, an ad or a script you already have. The sales team reads the drafts and says which ring true. A persona they do not recognise is rewritten.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

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. The engineer 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. A group captive buyer 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.
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.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for commercial solar EPC companies.

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Everything else we would do for you.

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