2Step-by-step, with the message to send
Copy-paste starting points for the Eco2 sales floor. Keep them human — edit to the person, never sound canned.
1Instant auto-reply (fires in seconds)
The lead just messaged from an advert — they're hottest right now. A reply within minutes, even automated, keeps them engaged and stops them messaging three competitors.
Auto-replyThanks for getting in touch with Eco2 ⚡ One of our real solar advisors will be straight with you. To get a head start — what's your rough postcode, and are you looking at solar, battery, or both?
2Human opener — kill the "is this a bot?" doubt
Lead ads attract people burned by pushy or automated sellers. Naming a real person + social proof resets that instantly.
OpenerHi 👋 I'm [Name] from Eco2 — a real person, not a chatbot, just so you know! We're a UK solar & battery installer, [X]★ rated with [N]+ reviews, and we install nationwide. Let's get you a proper idea of what solar could do for your place.
3Qualify — one clear ask
Get everything to quote in a single message so it feels easy, not like an interrogation.
QualificationTo get you an accurate idea, could you pop these over:
1️⃣ Full address (for the roof + sun data)
2️⃣ Best email
3️⃣ Rough yearly usage in kWh — or just your average monthly bill £
4️⃣ A quick photo of your roof (or a screenshot of the advert you saw)
5️⃣ Anything extra on your mind — EV charger, heat pump, power-cut backup?
4Consultative rapport — the real weapon
This is where belief is built. Be a helpful expert, not a salesperson. Use your own install as proof, be casual, and be honest — even talk them out of things that aren't worth it. Honesty is the highest-converting move there is.
Rapport / proofNow that's a cracking roof for solar 😄 For what it's worth, I've got panels + a battery on my own place — went from about £[X]/mo to £[Y], and that includes charging the car so the petrol's gone too. I'll only recommend what actually pays you back — if something's not worth it, I'll tell you straight.
5Instant, transparent ballpark price
Don't gatekeep the number. Giving an honest itemised ballpark immediately removes suspicion and makes the eventual quote feel fair. This is where you take control of the price conversation instead of the advert doing it for you.
BallparkRough ballpark so you're not in the dark — for a typical setup like yours:
• ~10 panel in-roof solar install: from £[8,500]
• +5kWh battery: ~£[800] per 5kWh
• EV charger: ~£[600]
Every roof's different so the real numbers come in your quote — but that's honest, no surprises.
6The proposal — 3 options, emailed
The formal quote is an interactive 3-option proposal with ROI and roof design, sent by email. WhatsApp stays the selling channel; the email is the artefact they can sit with.
Proposal handoffI'll send 3 options over by email now — one link, three setups inside, each showing the returns and payback so you can see what makes sense for you. Have a look and I'll follow up to talk it through 👍
7Proof assets + a personal video
Drop proof naturally: your own case study, reviews, and a short video walking through their quote. A 60-second video beats a wall of text.
Proof dropHere's my own install so you can see it's real → [case study link]. And a load of genuine reviews here → [reviews link]. I'll record you a quick video walking through your 3 options too so it's easy to follow.
8Follow-up + booking handoff → close
Never wait for them. Follow up with ROI framing and surface finance. Then hand to the closer to book the call and take the deposit.
Follow-upHow did the options look? 😊 Remember the export payments offset most of your winter usage, so the real monthly cost is a lot lower than the sticker. Happy to jump on a quick call to walk through it — what works better, today or tomorrow?
Booking / closerThis is [Closer] from Eco2 — I'll take you through your free, no-obligation quote and answer anything. What day and time suits best this week?
3The big one: "I saw the price on your advert"
The objection Eco2 keeps losing on. Someone screenshots the Facebook ad and says "I want this — is this the cost?" They've anchored on the advertised number. Handle it wrong and belief collapses; handle it right and it becomes the easiest close.
"Your advert said £[X] — is that the price? That's what I want."
The belief problem: the ad did its job — created curiosity — but the customer thinks the ad price is the final, fixed price for their house. If you get defensive, dodge, or say "it depends," they feel baited and switched, and trust dies. You must protect the ad, reframe what it is, and rebuild belief before any real number.
How to handle it — step by step
- Validate, never contradict the ad. "Great — that's exactly the kind of setup that offer's based on, so you're in the right place." Never say "the ad's not accurate."
- Reframe what the ad is: a starting example, not a fixed quote. "That price is a real example system — the actual figure depends on your roof and usage, and honestly it often works out better once we see it."
- Take control with an instant honest ballpark (Stage 5). The moment you give a transparent number yourself, the ad stops being their only reference point and you own the price conversation.
- Shift from cost to outcome. "The number that actually matters isn't the install price — it's that your £[bill] a month drops to about £[low] and the export pays you on top. That's what you're really buying."
- Rebuild belief with proof before the real number lands — own install, reviews, ROI. Belief first, price second, always.
- If the ad showed a monthly/finance figure: make it tangible against their current bill. "That £[X]/mo is less than what you're handing the energy company now — you're swapping a bill you'll never own for an asset you will."
- Never apologise for the price or discount on the spot. Dropping the number the second they push trains them that the price isn't real. Hold it, justify with value.
Word-for-wordLove it — that offer's exactly why we run the ad, so you're in the right place 😊 That figure's a real example setup; the exact number just depends on your roof and how much you use, and honestly it often lands better once we've looked. Give me your address and usage and I'll give you a straight ballpark right now — no games. The bit that really matters is your £[bill]/mo dropping to around £[low] with the export paying you on top. Want me to show you what that looks like on your place?
Why this works: it agrees with the customer (keeps belief), converts the ad from a "fixed price" into a "starting point" (removes the trap), and moves the whole conversation from cost to return — where solar always wins.
Straight from the competitor's inbox
Their top ad ran "12 panels + 10kWh battery for £7,895" — customers screenshot it and open exactly like this. Notice the rep never argues the number; they add spec + value and pivot to the 3-option quote:
Customer: "I've seen your advertisement showing 12 solar panels and 10kWh battery for £7,895 — what size inverter does this include, and what wattage are the panels?"
Rep: "That package includes a 5kW inverter and 450W panels with a 30-year warranty. Solar can cut your bills by up to 80%, and there's currently 0% VAT…"
Customer: "I'm interested in the advert one priced £7,895 for 12 panels and battery etc."
Rep: "Sure — I'll get these 3 quotes over tomorrow, OK?" (pivots the ad price straight into the 3-option proposal — no defending, no dodging)
The lesson for Eco2: acknowledge the ad number, add spec + value (warranty, 0% VAT, up-to-80% saving), then move to the proposal. That's the exact move Eco2 is missing today.
4The rest of the objection playbook
Same rule every time: acknowledge → reframe to value/ROI → proof → soft next step. Never argue.
"It's too expensive / more than I thought."
They're comparing the install price to £0, not to what they'll save.
- "Totally fair — let's look at it as an investment, not a cost." Reframe to payback.
- Show the maths: current bill × years vs system cost + export income. Most pay back in [X] years then it's free power.
- Offer finance so the monthly is lower than their current bill — "you're replacing a bill with an asset."
"I need to think about it."
Usually means an unspoken doubt (price, trust, or a decision-maker missing).
- "Of course — what's the one thing you'd want to be sure of before going ahead?" Surface the real objection.
- Answer that specific thing with proof, then book a soft next step rather than leaving it open.
"I'm getting other quotes."
Good — they're a buyer. Frame the comparison so you win on trust, not price.
- "Smart — you should. When you compare, look at the kit brand, the warranty, and whether they've shown you real returns." (You've already done all three.)
- Send your proof + a video so you're the benchmark others get compared against.
"Is this a real person / a bot?"
Kill it before it grows — this is why the human opener exists.
- "Ha — real person! [Name], I do this every day. Happy to hop on a quick call so you know I'm human 😄"
"Can I get it cheaper elsewhere?"
Compete on outcome + trust, never a race to the bottom.
- "You might find a cheaper sticker — but cheap solar with poor kit costs more over 10 years. Ours is [brand], [warranty], and you've seen the returns. That's the real price."
5The belief framework — the mindset behind every reply
Curiosity → Belief → Decision
The advert's only job is curiosity. Your job is belief. Price only becomes an objection when belief is low.
1. The advert is a door, not a price list. It gets them to message. The number on it is a starting example — treat it that way and never let it become the fixed anchor.
2. Belief is built by honesty, proof, and outcome — not by discounts. Own-install proof, real reviews, talking them out of bad upsells, and showing ROI build more belief than any price cut.
3. Always move cost → return. Nobody buys a solar install; they buy a lower bill, energy independence, and an asset. Every price conversation ends on the return, not the cost.
4. When belief is high, price takes care of itself. If they still object on price, belief is the gap — go back and rebuild it, don't drop the number.