Growth Panels Exclusive Blueprint: Commercial Solar Leads Success

When followed correctly, this blueprint will serve as the go-to strategy for years to come. Those who start now, will reap the rewards later.

Let’s jump in.


In the world of commercial solar, there is a blueprint that exists which has the potential to unlock fortunes.

Imagine a scenario where you don’t merely generate leads but magnetically attract them. 

Envision the power to handpick your projects, placing your business in the radiant spotlight of top-tier PR publications. 

This blueprint exists, but be forewarned: it demands commitment. 

There are no shortcuts in the journey towards success, only daily objectives and tasks you must diligently complete.

 I am Harry Haines, acclaimed as the UK’s premier solar marketer.

Together, let’s embark on a captivating journey through this step-by-step lead acquisition strategy, one that can elevate your business to heights you may never have dreamed of. 

Buckle up and enjoy the ride.

Website Optimisation: The Foundation of Success

Let’s delve into the heart of your online presence – your website. 

While it may not be the most exciting topic, it’s undoubtedly one of the most critical aspects of your business.

Regardless of its nature, every business should boast a well-designed, user-friendly, and case study-driven website. 

Imagine your website as more than an asset; it’s the linchpin of your brand’s digital identity.

Your website possesses the remarkable capacity to attract, convert, and even advocate for your ideal customer. 

Here’s the breakdown of how you can achieve this:

  1. Define Your Target Audience: Begin by outlining precisely who your product or service is intended for. Understanding your ideal customer is the first step towards crafting a website that resonates with them.

  2. Identify Pain Points: Dive into the problems your ideal customer faces. Why do they need your product or service? A deep understanding of their pain points is the key to crafting compelling website copy.

  3. Pain, Agitate, Solve (PAS): Employ the Pain, Agitate, Solve framework to tailor your website copy. First, make sure your audience understands their pain. Then, use persuasive language to amplify their discomfort. Finally, subtly position your product or service as the ultimate solution.

  4. Niche-Relevant Content: Address specific topics that matter to your audience, such as NetZero initiatives, ESG (Environmental, Social, and Governance), and tender acquisition.

Top Tip: Painkillers (solutions to pressing problems) sell better than multivitamins (nice-to-haves).

Building Credibility: Showcasing Your Success

The next step on our journey is building credibility. 

To instil trust in your audience, utilise case studies, accreditations, and reviews.

Your website and social platforms should be a canvas for your success stories. 

Focus on case studies that resonate with the niche you’re targeting. 

Explain how you’ve taken customer problems and turned them into success stories.

Highlight moments when you’ve earned specific accreditations and awards. 

But don’t forget the human touch; tell your business’s story, making it personal. 

Remember: people buy stories, not just products or services.

Pitch Deck Creation: Crafting a Winning Presentation

Now, let’s dive into the exciting realm of pitch deck creation.

Collaborate with your design team or use tools like Canva to create a pitch deck that captivates your audience. 

Keep it concise and to the point. 

Crucially, ensure that your pitch deck’s branding mirrors your website’s.

The synergy between your website and marketing materials is paramount.

Consider creating a standard operating procedure for this process; a brand kit can be invaluable in maintaining consistency and professionalism.

The Power of LinkedIn

The LinkedIn platform is a treasure trove for professionals seeking connections, productivity, and success. 

Setting up both your personal and business LinkedIn profiles is a pivotal step. 

Here’s a step-by-step guide to optimising your LinkedIn presence:

  1. Professional Photo: Invest in a high-resolution, professional-looking headshot. Dress appropriately for your industry and the image you wish to project. Good lighting and a clean background are essential.

  2. Engaging Headline: Craft a compelling headline that reflects your current role and key skills. Highlight your unique value proposition or career goals.

  3. Detailed Summary: Write a concise yet informative summary showcasing your professional journey. Include your career objectives, skills, and accomplishments. Infuse your summary with passion and enthusiasm for your field.

  4. Customised URL: Personalise your LinkedIn URL to include your name, making it easier to find and adding a professional touch.

  5. Complete Experience Section: List your work experience, starting with your most recent role. Include job descriptions, achievements, and specific contributions. Utilise action verbs and quantify your achievements with numbers when possible.

  6. Skills & Endorsements: Select relevant skills that highlight your expertise and seek endorsements from colleagues and connections who can vouch for your abilities. Reciprocal endorsements can be mutually beneficial.

  7. Recommendations: Request recommendations from supervisors, peers, or clients. These testimonials provide credibility and offer a third-party perspective on your skills.

  8. Education and Certifications: Include your educational background, degrees, and certifications. Mention any honors, awards, or relevant coursework.

  9. Accomplishments: Add sections for publications, projects, languages, and volunteer work. Showcase your diverse skills and interests.

  10. Engage with Content: Share industry-related articles, updates, and your insights. Actively comment on and like posts from your network to stay engaged.

  11. Network Wisely: Connect with colleagues, classmates, mentors, and industry professionals. Personalise connection requests with brief messages indicating your reason for connecting.

  12. Privacy Settings: Adjust privacy settings to control who can see your profile updates. Consider making your profile visible to recruiters if you’re open to job opportunities.

  13. Regular Updates: Keep your profile current with new roles, achievements, and skills. Showcase your professional growth and development.

  14. Use Keywords: Incorporate relevant keywords into your profile, particularly in your headline and summary, to enhance discoverability in LinkedIn searches.

  15. Engage in Groups: Join and actively participate in LinkedIn groups related to your industry or interests. Engaging in discussions expands your network and demonstrates your expertise.

  16. Stay Professional: Remember that LinkedIn is a professional platform. Maintain respectful and relevant interactions with posts and connections.

  17. Check for Typos: Proofread your profile to eliminate any spelling or grammatical errors, ensuring a polished and professional appearance.

LinkedIn Sales Navigator: Navigating the Premium Service

LinkedIn Sales Navigator, a premium service, unlocks advanced search filters and features tailored for sales professionals. 

Here’s how to optimise your experience:

  1. Profile Preparation: Ensure your own LinkedIn profile is complete and professional. A well-crafted profile makes a positive impression on the prospects you reach out to.

  2. Subscription: Subscribe to LinkedIn Sales Navigator to access advanced search filters and additional sales-oriented features.

  3. Ideal Customer Profile (ICP): Before diving in, clearly define your ideal customer. Consider factors like industry, job title, company size, location, and any specific criteria relevant to your business.

  4. Advanced Search Filters: Leverage Sales Navigator’s advanced search filters to refine your search results. Customising your filters based on your ICP helps you find the most relevant prospects.

  5. Saved Leads and Accounts: Save profiles of prospects and companies aligned with your ICP. This enables you to track their activities and updates over time.

  6. Lead Lists: Create lead lists to organise your prospects. Segment them based on criteria such as industry, location, or engagement level.

  7. Real-Time Updates: Keep an eye on real-time updates from your saved leads. This includes job changes, posts, and company news. These updates provide opportunities for meaningful engagement.

  8. InMail Messaging: Sales Navigator allows you to send InMail messages to people outside your network. Craft personalised, non-salesy messages that convey genuine interest in connecting or offering value.

  9. Warm Connections: Mutual connections can introduce you to prospects within your target companies. Use your existing network to establish trust and initiate conversations.

  10. Lead Recommendations: LinkedIn’s algorithm provides lead recommendations based on your saved leads and the profiles you’ve engaged with. Explore these recommendations for potential new leads.

  11. LinkedIn Groups: Join and participate in LinkedIn groups related to your industry or niche. This can be a valuable way to connect with prospects who share your interests.

  12. Sales Insights: Utilise Sales Navigator’s “Sales Insights” feature to gain a better understanding of your leads. It provides information like company growth, recent job changes, and more.

  13. Team Collaboration: If you’re working as part of a team, Sales Navigator allows you to collaborate by sharing leads, lists, and notes with team members.

  14. Regular Engagement: Stay active on LinkedIn by sharing valuable content, commenting on posts, and conversing. This not only keeps you visible but also helps in building relationships.

  15. Track and Analyse: Use Sales Navigator’s analytics to measure the effectiveness of your outreach and engagement strategies. Adjust your approach based on the data and insights you gather.

Target Positions of Influence:

  • Head of Sustainability.

  • Chief Sustainability Officer.

  • Director of Sustainability.

Personalised Opening Lines: Building Rapport First

In this phase, remember that you’re not selling a product right away; you’re seeking to establish a connection. 

Begin with personalised opening lines by complimenting someone on their profile, appearance, or achievements. 

Building rapport is your first objective.

Here are five examples to spark your creativity:

  1. Introduction and Shared Passion for Sustainability:

Hi [Name],

I hope this message finds you well. I came across your profile and was truly inspired by your work in the field of sustainability. It’s evident that we share a deep passion for creating a sustainable future. I’d love to connect and discuss how we can collaborate on initiatives to achieve net-zero goals.

Looking forward to connecting!

Best regards,

[Your Name]

  1. Highlighting Mutual Interests:

Hi [Name],

I noticed your impressive track record in driving sustainability initiatives, and I’m excited to connect with someone who is equally committed to this cause. I’m currently working on [mention your project or interests related to sustainability] and believe our collaboration could significantly impact. Let’s connect and explore opportunities to further our shared goals.

Warm regards,

[Your Name]

  1. Mentioning Common Connections:

Hi [Name],

I hope you’re doing well. I noticed that we have several mutual connections who have spoken highly of your expertise in sustainability. I’m keen to connect and learn from your experiences in this field. Perhaps we can discuss potential synergies between our work on sustainability and net-zero initiatives.

Looking forward to connecting with you.


[Your Name]

  1. Offering Value and Collaboration:

Hi [Name],

Your work in sustainability is truly impressive, and I’m eager to learn from your insights. I’m currently involved in [mention your project or area of expertise], which I believe aligns with your interests.

Let’s connect to exchange ideas and explore how we can collaborate to advance our sustainability and net-zero objectives.

Best wishes,

[Your Name]

  1. Request for a Conversation:

Hi [Name],

I’ve been following your impactful work in sustainability and am inspired by your dedication. I would love the opportunity to have a brief conversation with you about potential collaborations or ways we can contribute to the sustainability and net-zero agenda together.

Could we schedule a call or connect here to explore this further?

Thank you,

[Your Name]

Goal-Centric Conversations: Aligning with Their Objectives

Once the connection is established, engage in conversations about their goals. Align your offering with their objectives and introduce your pitch deck as a valuable resource.

Message 1 – ESG and Sustainability Initiatives:

Hi [Name],

It’s a pleasure connecting with you. Given your expertise in sustainability, I’m curious about your perspective on ESG and its impact on business strategies.

Are there specific ESG factors that your organisation prioritises, and how do you see them contributing to your sustainability goals?

Additionally, I’m interested in how you approach tendering for sustainability projects. Your insights could provide valuable guidance for my own efforts in this area.

Also, I believe that strong ESG practices can significantly enhance a brand’s image. How has your organisation leveraged sustainability and ESG to improve its brand reputation?

I’d love to hear your thoughts and experiences.

Best regards,

[Your Name]

Message 2 – Collaboration on Tendering and Sustainability Projects:

Hi [Name],

Thank you for connecting! I noticed your involvement in tendering for sustainability projects, which aligns perfectly with my interests.

I’m currently exploring opportunities in this space and would greatly appreciate any advice or insights you could share. Have you encountered any innovative approaches to winning sustainability-related tenders?

Additionally, I’m intrigued by how sustainability initiatives can enhance brand image. Your experience in this area would be invaluable.

Perhaps we could exchange ideas on how sustainability can be leveraged to create a positive impact on brand reputation.

Looking forward to your thoughts,

[Your Name]

Message 3 – Discussing Sustainable Branding:

Hi [Name],

Your work in sustainability has been truly inspiring. I’m particularly interested in the intersection of sustainability and branding. How have you integrated sustainability initiatives into your organisation’s brand strategy? Have you seen any notable improvements in brand image as a 


On a related note, I’d be interested in understanding how you approach tendering for sustainability projects. Your experience could shed light on best practices that I can apply to my own initiatives.

I’m looking forward to connecting further,

[Your Name]

Message 4 – Exploring ESG and Sustainability in Projects:

Hi [Name],

I’m excited to connect with you and learn from your extensive experience in sustainability. Given your background, I’m eager to discuss how ESG factors are integrated into sustainability projects. Are there specific ESG criteria that you prioritise when evaluating projects? I’d love to understand your approach.

Additionally, I believe that a strong ESG focus can greatly impact a company’s success in tendering for projects. I’d be interested in hearing your thoughts on this and whether you have any strategies or insights to share.

Lastly, how has your organisation leveraged sustainability and ESG to enhance its brand image? It’s a fascinating topic, and I’d appreciate hearing your perspective.

Looking forward to connecting further,

[Your Name]

Continuous Engagement: Building Trust and Understanding

This phase is where the real investment begins – not a financial investment, but rather an investment in building trust-based relationships.

You’re not trying to sell your product just yet; you’re still seeking to understand how you can aid them in reaching those goals they told you about.

Approach conversations with genuine interest and respect for their objectives.

Ask questions that provide insights for crafting the perfect solution.

If they need to achieve net-zero within a specific timeframe, consider how your offer can assist.

Highlight what sets your company apart from the numerous inquiries they receive.

Remember, people buy from people. Be likable, offer assistance before seeking your benefit, and build trust through meaningful engagement.

Publish Relevant Content: Becoming the Go-To Source

Here is where the gold lies, and if you’ve made it this far, it’s already working on you.

Developing a robust content strategy is essential. 

Become the go-to source of information for your niche audience.

Focus on delivering tangible results, stay current with industry topics, and provide guidance aligned with their goals.

Consider crafting an example whitepaper, such as “Can Solar Panels Win You More Commercial Tenders?” Address the questions and concerns of your audience, showcasing your expertise and commitment to their success.

Network Engagement: Building a Community

Encourage your network to share, comment, and like your posts, articles, and blogs.

Create a sense of community and interest around your content. Engagement amplifies your message and reinforces your authority in the field.

Amplify Your Network: Leverage Your Connections

Leverage your network’s engagement to expand your reach and visibility within your niche.

A robust network can help you gain credibility and recognition, positioning you as a trusted expert.

Website Integration: Showcasing Thought Leadership

Finally, integrate your articles into your website seamlessly.

This ensures a unified online presence that reflects your thought leadership and expertise in the field.


My blueprint gives you the framework to start. Follow this guide so that you can begin to generate those all-important leads in the market.  

Like anything in life, you must adapt it to fit you and how you like to work. Try different tactics, build on this and craft your personalised version. 

Just remember, the competition in this market, is relatively low, so starting now is the best move. 

As a final reminder, look to excel in your job role. Be the person people come to when the market gets tough. 

Thanks for reading. Don’t forget to DM me for 1-1 coaching or mentoring. 

What to read next