The Ups and Downs of Solar: Why Is It So Hard to Find People Willing to Bet on Themselves?
By Erek, Founder of Assure Energy | Cape Coral, Florida
I've spent years in the solar industry. I've seen the incredible highs, the frustrating lows, the success stories, the failures, and just about everything in between.
I've watched people completely change their financial situations through solar sales. I've seen individuals with no college degrees, no previous sales experience, and very little money in their pockets build careers that most people only dream about.
I've also watched companies collapse, employees go unpaid, promises get broken, and good people walk away from an industry that once offered them tremendous opportunity.
Now, as the owner of Assure Energy, I'm experiencing another side of the business that I never fully appreciated until I started building my own company.
Finding people willing to take a chance on themselves is surprisingly difficult.
The Opportunity Is Real. So Why the Hesitation?
We're living in a time when many people are struggling financially. Jobs are difficult to find in certain industries, the cost of living continues to put pressure on families, and people are looking for ways to get ahead.
Yet here we are, actively looking for appointment setters and sales professionals, offering training, support, strong commissions, and real opportunities for advancement.
And finding people willing to give it a shot is one of our biggest challenges.
Why?
I believe part of the answer is fear.
Fear of rejection. Fear of commission-based income. Fear of knocking on a stranger's door. Fear of stepping outside the comfort of a predictable paycheck.
And I understand that fear.
Door-to-door sales isn't glamorous. It's hot outside, especially here in Southwest Florida. People tell you no. Sometimes they shut the door before you finish introducing yourself.
But there's another side of that door.
There could be a homeowner paying hundreds of dollars every month for electricity who has no idea there's a better option.
There could be a family that needs battery backup because they've experienced repeated power outages.
There could be someone with an existing solar system that hasn't worked properly in years and has no idea where to turn for help.
You're not just knocking on doors. You're opening opportunities for yourself and potentially solving real problems for homeowners.
Let's Talk About the Bad Side of Solar
I would be doing this industry a disservice if I pretended everything about solar sales was perfect.
It isn't.
I've worked around companies that made promises they couldn't keep. I've seen poor management, delayed installations, unpaid commissions, and homeowners left frustrated with systems that didn't deliver what they expected.
I've watched talented salespeople lose faith in the industry because of the companies they represented.
And frankly, I don't blame them.
The solar industry has earned some of its negative reputation.
But here's where I believe people make a mistake.
They confuse bad companies with a bad industry.
Solar technology works. Battery storage works. Homeowners genuinely need solutions to rising energy costs and power reliability.
The problem has never been the sunshine.
The problem has been some of the people and companies operating underneath it.
Why We Built Assure Energy Differently
When we started Assure Energy, the goal wasn't simply to build another solar sales company.
We wanted to take what we'd learned from years of experience, both good and bad, and create something better.
A company where salespeople could feel confident about what they were selling.
A company with dependable installation partners, efficient project management, competitive compensation, and an actual commitment to taking care of customers after the sale.
That's also why we developed Assure Protect, our solar maintenance and protection program.
We've seen too many homeowners abandoned when their original installer closed its doors. We wanted to be part of fixing that problem instead of contributing to it.
Today, our business goes beyond solar. We offer battery storage, roofing, HVAC, water filtration, and ongoing solar maintenance services.
For the right salesperson, that means more opportunities to help homeowners and build a sustainable income.
The Difference Between a Job and an Opportunity
Here's something I've been thinking about lately.
Many people say they want to make more money. They want financial freedom. They want flexibility. They want the ability to provide a better life for their families.
But when an opportunity presents itself that requires stepping outside their comfort zone, suddenly the uncertainty becomes bigger than the potential reward.
I don't say that to criticize anyone.
Not everyone is built for sales, and not everyone is in a financial position to take risks.
But I do believe there are people out there who are far more capable than they give themselves credit for.
Some of the best salespeople I've met didn't start out as salespeople.
They were restaurant workers, construction workers, retail employees, bartenders, and people who simply decided they wanted something different.
They weren't necessarily the most educated or experienced.
They were willing to learn, willing to hear no, and willing to keep showing up.
And that made all the difference.
Door-to-Door Sales Isn't Dead. The Approach Needs to Evolve.
People often assume door-to-door sales is outdated.
I disagree.
What is outdated is the high-pressure, misleading, say-anything-to-get-a-signature approach that has damaged the reputation of our industry.
Today's homeowner is more informed. They research companies. They read reviews. They ask questions.
And they should.
That's why I believe the future belongs to educated, professional representatives who understand the products they're offering and genuinely care about the people they're speaking with.
An appointment setter doesn't need to know everything about solar on day one.
They need to be willing to learn, communicate honestly, and recognize when a homeowner might benefit from a conversation.
That's a skill.
And it's a skill that can open doors to opportunities far beyond solar.
The Ups, the Downs, and Why I Still Believe
I've experienced enough of this industry to know that success doesn't happen every day.
There are slow weeks. There are cancellations. There are deals that fall apart. There are days when you question whether all the effort is worth it.
But there are also days when a homeowner calls to thank you.
Days when a customer sends you a power bill showing how much money they've saved.
Days when someone on your sales team earns more in a week than they previously earned in a month.
Those are the moments that remind me why I still believe in what we're building.
Solar isn't a get-rich-quick scheme. It's a legitimate industry with real products, real customers, real challenges, and real earning potential.
The opportunity is there. But opportunity doesn't eliminate the need for effort.
A Message to Anyone Considering a Change
If you're unemployed, underemployed, unhappy with your current income, or simply wondering whether there's something better out there, I encourage you to consider opportunities you might normally overlook.
You don't have to commit your entire future to find out whether you're good at something.
Sometimes you just have to be willing to try.
At Assure Energy, we're building a team of people who want to grow with us. We're looking for appointment setters, closers, and experienced teams who believe in doing business the right way.
We offer training, strong support, quality installation partners, and competitive, sustainable commissions.
We're not promising everyone will become wealthy.
We're offering the opportunity to work toward something bigger.
And after everything I've experienced in this industry, I still believe that's an opportunity worth considering.
Because sometimes the biggest risk isn't trying something new. It's never finding out what you could have accomplished.
Erek | Founder, Assure Energy
Serving Cape Coral, Fort Myers, and Southwest Florida
Solar | Battery Storage | Roofing | HVAC | Water Filtration | Assure Protect