The solar industry is facing major challenges: Strong competition, falling demand and growing price pressure make it difficult for many companies to remain profitable. This is exactly where modern CRM in the solar industry can come in - it helps to optimize sales processes, provide better support for existing customers and acquire new customers in a targeted manner.
In this podcast episode of CIXON Boosts Your Business, Stefan Wendt and Dominik Enzler explain why a powerful CRM system is essential for solar companies, which solutions are best suited and how you can future-proof your company with a digital strategy.
Challenges for the solar industry
Strong competition & falling demand
After the boom of recent years, falling energy prices and cheap offers from abroad are putting the industry under pressure. Many companies are facing a market shakeout.
Rising advertising costs & low conversion rates
Google and meta ads are becoming more expensive, while it is becoming increasingly difficult to generate qualified leads.
Lack of digital processes & inefficient customer management
Without a central database, many companies lose track of customer inquiries, offers and project progress.
Existing customers are neglected
Many companies focus too much on new customers, although cross-selling and upselling potential remains untapped.
Solution: An efficient CRM in the solar industry creates clarity, structures sales processes and improves customer management.
Why a CRM is indispensable in the solar industry
A modern CRM system is far more than just a customer database - it is the central platform for efficiently managing marketing, sales and customer service.
1. CRM for more reach & new customer acquisition
Many solar companies rely primarily on performance marketing. However, sustainable success can only be achieved with a content strategy that builds trust and demonstrates expertise.
Best practices for content marketing with CRM:
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Blog articles & specialist articles on photovoltaics & energy management
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SEO-optimized websites to be found better on Google
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Social media & YouTube videos for expert knowledge & customer education
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Use case studies & customer reviews as a trust signal
Tip: Successful content can be promoted via targeted advertisements to maximize the conversion rate.
2. CRM for efficient sales in the solar industry
A CRM system such as HubSpot, Pipedrive or Monday helps to manage and systematically track all customer inquiries in one central location.
Best practices for solar companies:
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Automated lead scoring models for qualified inquiries
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Sales automation for follow-ups & quotation management
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Integration of email, phone & live chat for fast response times
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Follow-up of prospects with personalized workflows
Tip: Telephone solutions such asAircall can be linked directly to a CRM in the solar industry - so no lead goes unused!
3. CRM for better customer service & existing customer care
A good CRM in the solar industry not only improves customer acquisition, but also ensures sustainable support for existing customers.
Best practices for excellent customer service:
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Automatic ticket management for inquiries & support cases
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Customer portals with project status updates & document management
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Automated customer satisfaction surveys
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Cross-selling & upselling for solar storage or maintenance contracts
Tip: Companies that actively collect customer reviews & recommendations on a regular basis strengthen their market position in the long term.
Which CRM solution is the best for solar companies?
The choice of the right CRM in the solar industry depends heavily on the individual requirements of a company. While some solutions are particularly suitable for sales-oriented processes, others are better suited to project management or marketing strategies. Here is an overview of the best CRM systems for solar companies and their respective strengths.
HubSpot: Perfect for companies that rely on a combination of content marketing, sales & customer service. Integrated automation and analysis functions make it particularly powerful.
Pipedrive: Ideal for sales-oriented solar companies that require fast lead processing and efficient follow-ups.
Monday: Particularly suitable for companies with a strong focus on project management & internal workflows.
Before choosing a CRM in the solar industry, companies should carefully analyze which functions are crucial for their business model.
To find out more about the topic of CRM systems in comparison, listen to our podcast on the big CRM comparison 2025.
Conclusion: Why CRM is crucial in the solar industry now
The days of unchecked growth are over - efficient customer management is now the key to success or failure. A modern CRM in the solar industry helps to generate more leads, optimize sales processes and retain existing customers in the long term.
Companies that position themselves digitally at an early stage secure decisive competitive advantages and remain successful even in difficult market phases.
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