Most homeowners compare solar’s sticker price to $0, not to the 25 years of utility bills they’ll pay either way. The objection isn’t really about cost — it’s about an unclear return. Make the comparison concrete.
3 reframes that work
1Compare to the bill they already pay
“Compared to what — because you’re already paying a power bill every month, and that only goes up. What’s yours run?”
Reframes the comparison from ‘solar vs nothing’ to ‘solar vs a rising bill.’
2Make it concrete with their number
“If I could show you a plan where the monthly payment is less than that bill, would it be worth ten minutes?”
A specific, low-cost next step beats a vague pitch.
3Remove the upfront-cost assumption
“A lot of people picture a huge check up front — most of our installs are $0 down. Is that the part that felt expensive?”
Surfaces and dissolves the real fear.
What not to do
✕
Don’t quote a system price before you know their bill. Without that anchor, any number sounds expensive.