Marketing development for “The Solar Company” Improving the sales process and generating high quality leads in a cost-effective way

Abstract

The aim of this bachelor´s thesis was to create a list of suggestions of how The Solar Company could improve its sales process and increase its lead generation in a cost-effective way. The company operates in the field of solar energy installation and EV-charging stations. The company needed a structured analysis of their current situation and a list of concrete ideas of how they could improve their marketing methods to generate more high-quality leads and to strengthen its position in the most profitable segments. The main reason for conducting this thesis was to improve the sales process and achieve a plan to gain more visibility and attract new customers to the company. The objective of the thesis was to find out what factors influence the decision making of customers when choosing the solar installation company and to find out new methods for marketing the company in a cost-effective way. The information gathered from the in-depth interviews was used in order to assist in the selection of appropriate marketing tools and methods for different customer groups.

A qualitative method was used to analyze the data of the current sales process, marketing costs of the current methods the company is using, and identify specific customer segments that are most lucrative for the company in form of profit margins and fast sales cycle. The study includes an application of marketing theory, online marketing methods, and the author’s experiences from working in this field.