Lessons from a Billion-Dollar Solar Business

When Marc Jones took Sunpro from a small Louisiana contractor to one of the fastest-growing solar companies in the U.S., the story wasn’t just about reducing margins or hiring more reps. The real catalyst was a decision most CEOs resist: investing in innovation.

That choice didn’t just support growth—it unlocked it. After implementing their own sales software, Sunpro nearly doubled revenue year over year; turning that small Louisiana solar business into a national brand and leading to its eventual acquisition.

So, what can today’s solar leaders learn from that journey?

1. Great Sales Teams Are Built in the Middle, Not the Top

Every sales org has its heavy hitters, their A-players—the top 20% who can close with a legal pad and a pen. But for Sunpro, the biggest gains came from the middle 50%.

By implementing a guided, standardized sales experience, the company made “good” reps great. New hires ramped faster, average reps looked polished in front of homeowners, and customers left the table with confidence instead of confusion. It reduced turnover and improved close rates.

While many companies poured resources into their top closers, Marc doubled down on creating a sales process that made the middle stronger.

Lesson: You can’t scale a team on your unicorns, but you can scale by making a larger segment of reps sell better—and making it easier to train them faster. If your systems only work for your best reps, you’re capping your growth. Leverage tools that raise the floor—not just the ceiling.

2. Simplicity Wins at the Kitchen Table

Solar presentations can be overwhelming—for reps and homeowners alike. Marc noticed that every salesperson had a slightly different process, training dragged on because new hires had to learn a jumble of tools, and homeowners often walked away without a clear takeaway. Worse, reps were spending more time wrestling with tech in the home than building rapport and trust.

Their software changed that. By keeping everything in a single, guided presentation, reps could focus on the conversation—not the clicks. Financing, proposals, and referrals happened seamlessly, and the pitch wasn’t just a handful of calculators and supporting slides. It was a full experience—structured, consistent, and tailored to each homeowner.

That mattered. Instead of being “sold at,” homeowners felt educated, respected, and involved in the decision.

Lesson: A great sales pitch respects the homeowner. When it’s consistent, clear, and tailored—and supported by technology that scales without distraction—you don’t just sell more, you sell better.

3. Control Is a Growth Lever

Most CEOs underestimate how much market expansion depends on control. Sunpro opened multiple states at once—markets where reps had never sold solar, sometimes where homeowners had never even seen it.

Because the software standardized the pitch, the company could take a new hire from “Day 1” to “closing deals” in a single week. But it wasn’t just about consistency—it was about configurability.

The platform allowed Sunpro to adapt to the realities of each market. Financing options looked different in Texas than they did in Louisiana. Incentives varied from Arkansas to Missouri. Utility rules weren’t the same in Georgia as they were in Iowa. The software could be customized down to the territory, giving reps exactly what they needed in each home—and leadership could make those changes on a dime.

For executives, this meant CFOs could adjust lender mixes instantly, managers had real-time visibility into field performance, and expansion no longer meant chaos.

Lesson: You can’t scale chaos. Growth requires visibility, consistency, and the ability to adapt quickly. Configurable tools that flex by territory or industry changes keep your business nimble at scale.

4. Don’t Wait for Contracts to End

Marc made the call to switch software while still paying for legacy tools. His team pushed back, CFO included. But he knew waiting would cost more than overlapping—and he was right.

In fact, waiting for a contract to end almost always becomes “maybe next quarter.” Momentum stalls, opportunities slip, and the competition gets further ahead.

By moving early, Sunpro improved close rates, reduced cancellations, and doubled referrals. The company wasn’t just saving money—it was compounding growth.

Marc’s conviction came from a simple belief: there had to be a better way. While others clung to the status quo, he bet on innovation—and that decision propelled the company to an exit and helped tens of thousands of homeowners.

Lesson: Analysis paralysis kills growth. The opportunity cost of waiting is bigger than the overlap cost of transitioning. Bold innovation creates compounding returns.

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Final Thoughts

Marc’s story is a reminder that sales software and process aren’t back-office decisions—they’re the engine of growth. The right system doesn’t just help reps; it transforms the business.

👉 Want to hear the full story from Marc himself?

We sat down with him for an exclusive conversation on how software fueled Sunpro's successful journey and where the solar industry is headed.

Watch the full interview → salespatter.io/marcjones