By Kathie Zipp Mark Roe, SPW contributor
By Mark Roe, SPW contributor
What it takes to win in the residential solar business has changed over the past few years. In the boom days, volume and market share were king and leadership was established with innovative financial offerings, well-researched mass marketing, spirited sales proposals and the promise of powerful economies of scale. Huge volume would surely also bring dominant purchasing power, lower cost of capital, administrative efficiency and engineering and operational productivity improvements.
Initially success was undeniable. Residential solar volume exploded. As awareness grew, hundreds of thousands of homeowners were proud to join the renewable revolution. Solar
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